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Italy’s is a strong pet food market; valued at around $XX Billion in 2014 and is projected to grow at a rate of XX% to mature into a $XX Billion market by 2020. In 2014, the Italian market recorded sales of over $2 Billion and volume sales of over 544,000 tons of cat and dog food. Italy boasts the fifth-largest pet population in Europe, with over 60 million pets in 2010. However, Italy spends far less on pets than other developed countries. In fact, Italy is amongst the bottom four in terms of expenditure per pet in the developed world, ahead of only the United Kingdom, Taiwan and the Netherlands.

The main driver for the market is the humanization of pets wherein human characteristics are ascribed to pets and they are treated similarly. This trend resulted in an increased focus on pet health, nutrition, weight, and overall wellness. Italian pet owners became price sensitive and purchased economy brands, which are seen as good quality for a low price. Interestingly, premium and super premium pet food sales are also rising because of the perception that they are generally healthier and very high in quality. This trend has undermined sales of mid-priced products, as they are not perceived to offer low prices or high quality. Due to high unemployment rates in urban centers, more people are flocking to the countryside. As such, there has been an increase in large-sized dogs in Italy.

The market is already seizing this added opportunity with manufacturers offering specialized products for large-sized dogs. Consumers are demanding healthy, specific and innovative products that are high in nutritious ingredients. Italian consumers are also looking to protect their pets against illness and disease, the cures for which would generally cost more than the regular purchase of these high quality products. Although the market value for Italian pet food is expected to increase, volume is going to see a decrease. The catalyst for this development is increasing unit prices due to the high polarization in the Italian pet food market.

The market is segmented based on product type, pricing, by animal type, and by sales channel. Dry food is the largest segment accounting for a large part of total market share, followed by snacks and wet foods. The free-from products such as grain free, soy free, and low grain products are gaining a major foothold in regard to the increasing health consciousness among consumers. Due to the highly segmented nature of Italian pet food market there is a huge presence of buying groups, with almost two-thirds of the nation’s grocery outlets associated with to them. Pet Supermarkets/hypermarkets occupy a major part of the sales channels followed by specialty outlets. In the animal type segment, cat and dog food occupies a major share and their population is expected to grow at a steady rate.

The major companies in Italy’s pet food market are Coopa Italia, Mars, Nestle, Colgate- Palmolive, and P&G Petcare. The top five grocery retailers only account for one-third of the market, with the largest share going to Coop Italia. Both multinationals and local companies are increasing their research and development (R&D) to provide more specialized products that accommodate the varying demands of pet owners. Specialist channels like pet shops and pet superstores have seen an increase in share, mainly due to an increasing consumer appreciation for super-premium products, which are often only available through these channels.

In this report we offer

Market Definition for the specified topic along with identification of key drivers and restraints for the market.
Market analysis for the Italy Pet Food Market, with region specific assessments and competition analysis on a global and regional scale.
Identification of factors instrumental in changing the market scenarios, rising prospective opportunities and identification of key companies, which can influence the market on a global and regional scale.
Extensively researched competitive landscape section with profiles of major companies along with their share of markets.
Identification and analysis of the Macro and Micro factors that affect the Italy Pet Food Market on both global and regional scale.
A comprehensive list of key marketplayers along with the analysis of their current strategic interests and key financial information.

Why should you buy this report?

For getting a comprehensive overview of the Italy Pet Food Market
To gain wide-ranging information about the major players in this industry and the strategies adopted by them.
To gain an insight about the major countries/regions in which this industry is blooming and also identify the regions, which are untapped.

Table Of Contents

Italy Pet Food Market - Growth, Trends and Forecasts (2015 - 2020)
1. Introduction

1.1 Key Deliverables of the Study

1.2 Study Assumptions

1.3 Market Definition

2. Research Approach and Methodology

2.1 Introduction

2.2 Research Designs

2.3 Study Timelines

2.4 Study Phases

2.4.1 Secondary Research

2.4.2 Discussion Guide

2.4.3 Market Engineering and Econometric Modelling

2.4.4 Expert Validation

3. Market Dynamics

3.1 Drivers

3.1.1 Pet Refinement/ Humanization influencing the purchasing decisions

3.1.2 Changing perception of consumer towards pet health

3.1.3 Increasing trend of nuclear family

3.1.4 Increasing sales from Therapeutic pet food

3.2 Restraints

3.2.1 Issues with regulatory

3.2.2 Pets increasing obesity

3.2.3 Pet allergies

3.3 Opportunities

3.3.1 Growing demand for innovative pet food

3.3.2 Increasing online sales and home delivery

3.3.3 Growth in demand for natural and organic pet foods

3.4 Porter's Five Forces Analysis

3.4.1 Bargaining Power of Suppliers

3.4.2 Bargaining Power of Buyers

3.4.3 Threats of New Entrants

3.4.4 Threats of Substitute Products and Services

3.4.5 Degree of Competition

4. Market Segmentation

4.1 By Product

4.1.1 Dry Pet Foods Grain Free Others

4.1.2 Wet Pet Foods Grain Free Others

4.1.3 Veterinary Diets

4.1.4 Treats/Snacks

4.1.5 Liquid Food

4.1.6 Organic Product

4.2 By Pricing

4.2.1 Economic Segment

4.2.2 Premium Segment

4.2.3 Super Premium Segment

4.3 By Animal Type

4.3.1 Dog

4.3.2 Cat

4.3.3 Bird

4.3.4 Other Animals

4.4 By Ingredients Type

4.4.1 Animal Derived

4.4.2 Plant Derived

4.4.3 Cereals and Cereal Derivatives

4.4.4 Others

4.5 By Sales Channels

4.5.1 Specialized Pet Shops

4.5.2 Internet Sales

4.5.3 Hypermarkets

4.5.4 Others (Grocery, Non-Grocery Stores)

5. Competitive Landscape

5.1 Market Shares of Leading Players

5.2 Strategies Adopted by Leading Players

6. Company Profiles

6.1 Mars Inc

6.2 Nestle SA (Purina)

6.3 Colgate Palmolive ( Hill's Pet Nutrition)

6.4 Uni-Charm Corp

6.5 Nutriara Alimentos Ltda

6.6 InVivo NSA

6.7 Agrolimen Sa

6.8 Mogiana Alimentos SA

6.9 Heristo AG

6.10 Deuerer

6.11 Wellpet

6.12 J.M.Sucker (Big Heart)

6.13 Diamond Pet Foods

6.14 Blue Buffalo

6.15 Merrick Pet Care

6.16 Sunshine Mills

6.17 Ainsworth Pet Nutrition

6.18 Yamahisa Pet Care

6.19 Debifu Pet Products Co. Ltd

7. Appendix
7.1 Sources

7.2 Disclaimer

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