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The Germany Pet Food Market is projected to grow, witnessing a CAGR of 4.2% during the forecast period 2020-2025. According to USDA, Germany is the largest economy in the European Union. It is a large and assuring pet food market with 45% of the German households owning a pet and 21% of the household owning more than one pet. According to the Industrial Association of Pet Care Producers, With 83 million of the world’s wealthiest consumers and 34.3 million pets, Germany is a leading market for pet food products. The German market is mature and slightly saturated, but it is steadily growing as imports pet food value for more than a third of the total pet food market. According to the Industrial Association of Pet Care Products (IVH), the sales accounted for USD 3.6 million in 2017 under the dog and cat food category.
Key Market Trends
Increasing Trend of Pet Humanization
A major trend in pet food in Germany is the ’humanization’ or anthropomorphism of pets. They are often considered beloved companions that enhance their owners’ wellbeing and quality of living. Animals are increasingly recognized as members of the family, especially by older and single people. Pets’ health and weight are increasingly being the concern of the pet owners. By taking health and wellness into consideration, manufacturers can target a growing percentage of consumers who seek high-quality pet food. Key aspects of the ’humanization’ of pet food include providing specific nutrition, functional nutrition, a variety of ’gastronomic experiences,’ and addressing safety and health concerns. Also, there is an increasing demand for functional or natural pet food. As a result of this focus on special diets and specific ingredients, the average unit price has been rising, especially in the premium and super-premium segments.
Cat Food Market is Dominating the Germany Pet Food Industry
According to USDA, the cat food market turnover increased by 2% in 2018 accounting for a sales value of USD 1.8 billion. Mars, Fressnapf, and Nestl? are the major players in Germany’s cat food market, accounting for more than 60% of total cat food sales. According to IVH, In terms of the wet food segment, cat food has seen 2.20 times higher revenue than the dog food which accounted for USD 541 million in 2018. In the case of the cat food sales revenue in 2018, Wet food accounted for fo 55% of the revenue, Dry food accounted for 31.9%, and Treats and snacks accounted for 13% of the revenue. It is anticipated that the cat food market will perform better than dog food because the German population is aging and cats are easier to look after than dogs. Increased growth is seen in cat treats due to an increase in the demand for functional and premium products. While wet cat food remains to constitute the majority of the overall cat food sales, many consumers are switching to mixed feeding by combining wet and dry food in Germany.
The Germany Pet Food Market is slightly consolidated with the major pet food companies like Deuerer, Heristo AG, Vitakraft-Werke W?hrmann & Sohn, Fressnapf, Aldi, Rewe, Mars, and Nestle. Manufacturers are broadening product ranges by targeting specific breeds, sizes, and ages. Sales of therapeutic dog food have also increased; however, it remains a small niche product due to high prices. Premium dog food and dog treats are expected to be the primary drivers of future growth. Premium cat food will be a major driver of overall cat food growth. However, economy wet cat food will likely grow due to the rising popularity of private label products.
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