Pet Care in Bulgaria
May 2020

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
Rising disposable incomes, the humanisation trend and growing interest in high-quality, nutritious pet food drives growth in pet care
Humanisation influences trends in pet food, pet healthcare and pet accessories, as increasing premiumisation drives growth
Mars Inc and Nestlé Bulgaria lead, offering well-established brands, while Royal Canin Bulgaria benefits from the rising premiumisation and healthcare trends
Modern grocery retailers and e-commerce continue to grow, as pet owners enjoy the convenience and ease of these retailers
Forecast growth will be driven by a growing awareness of pet nutrition, increased disposable incomes and pet care players responding to consumer trends
MARKET INDICATORS
Table 1 Pet Populations 2015-2020
MARKET DATA
Table 2 Sales of Pet Food by Category: Volume 2015-2020
Table 3 Sales of Pet Care by Category: Value 2015-2020
Table 4 Sales of Pet Food by Category: % Volume Growth 2015-2020
Table 5 Sales of Pet Care by Category: % Value Growth 2015-2020
Table 6 NBO Company Shares of Pet Food: % Value 2015-2019
Table 7 LBN Brand Shares of Pet Food: % Value 2016-2019
Table 8 NBO Company Shares of Dog and Cat Food: % Value 2015-2019
Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2016-2019
Table 10 Penetration of Private Label in Pet Care by Category: % Value 2015-2020
Table 11 Distribution of Pet Care by Format: % Value 2015-2020
Table 12 Distribution of Pet Care by Format and Category: % Value 2020
Table 13 Distribution of Dog and Cat Food by Format: % Value 2015-2020
Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2020
Table 15 Forecast Sales of Pet Food by Category: Volume 2020-2025
Table 16 Forecast Sales of Pet Care by Category: Value 2020-2025
Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2020-2025
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2020-2025
CORONAVIRUS (COVID-19)
DEFINITIONS
SOURCES
Summary 1 Research Sources
HEADLINES
PROSPECTS
A rise in healthy, functional ingredients boost sales of premium products; however, some owners still choose to feed their pets food they prepare themselves
Owners feel more confident in buying different types of pets as information, education and facilities for other pets become commonplace
The other pet population will remain stagnate over the forecast period, as consumers increasingly opt to purchase cats and dogs, more aligned to the humanisation trend
COMPETITIVE LANDSCAPE
Other pet food is rarely available in modern grocery retailers, as private label offerings are sparse
Fish care is considered a specialist area by many competitors, with businesses offering specific fish products, food, equipment and maintenance
Vitakraft Pet Care leads the landscape, with high levels of awareness, consumer loyalty and wide distribution
CATEGORY INDICATORS
Table 19 Other Pet Population 2015-2020
CATEGORY DATA
Table 20 Sales of Other Pet Food by Category: Volume 2015-2020
Table 21 Sales of Other Pet Food by Category: Value 2015-2020
Table 22 Sales of Other Pet Food by Category: % Volume Growth 2015-2020
Table 23 Sales of Other Pet Food by Category: % Value Growth 2015-2020
Table 24 LBN Brand Shares of Bird Food: % Value 2016-2019
Table 25 LBN Brand Shares of Fish Food: % Value 2016-2019
Table 26 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2016-2019
Table 27 Distribution of Other Pet Food by Format: % Value 2015-2020
Table 28 Forecast Sales of Other Pet Food by Category: Volume 2020-2025
Table 29 Forecast Sales of Other Pet Food by Category: Value 2020-2025
Table 30 Forecast Sales of Other Pet Food by Category: % Volume Growth 2020-2025
Table 31 Forecast Sales of Other Pet Food by Category: % Value Growth 2020-2025
HEADLINES
PROSPECTS
Increasing disposable incomes, a rise in adoption campaigns and recommendations from veterinarians, boosts growth in pet products
Humanisation and the use of technology in pet products drives growth, with innovative launches appealing to pet owners
Cat litter leads the landscape, offering a wider range of options to keep home life with cats hygienic and comfortable
COMPETITIVE LANDSCAPE
SAM BS EOOD leads the competition with Ferplast, benefiting from heavily investing in research and development to offer solution-focused pet products to the landscape
Supermarkets and hypermarkets do not sell a wide range of pet products, with specialised pet shops being key retailers for pet products and accessories
Competitors focus their product innovations on humanisation, with grooming products and a wide range of colours and materials appealing to pet owners
CATEGORY DATA
Table 32 Sales of Pet Products by Category: Value 2015-2020
Table 33 Sales of Pet Products by Category: % Value Growth 2015-2020
Table 34 Sales of Pet Healthcare by Type: % Value 2015-2020
Table 35 Sales of Other Pet Products by Type: % Value 2015-2020
Table 36 NBO Company Shares of Pet Products: % Value 2015-2019
Table 37 LBN Brand Shares of Pet Products: % Value 2016-2019
Table 38 Distribution of Pet Products by Format: % Value 2015-2020
Table 39 Forecast Sales of Pet Products by Category: Value 2020-2025
Table 40 Forecast Sales of Pet Products by Category: % Value Growth 2020-2025
HEADLINES
PROSPECTS
Humanisation results in owners investing in healthy ingredients for their dogs, including grain-free, gluten-free, lactose-free and bio food options
Urbanisation results in a rise of small dog ownership, with consumers appreciating the lower cost of small dog food, partnered with the convenience of food pouches
Economy products benefit from the growing use of prepared food, whereas premiumisation boosts value sales of dry dog food
COMPETITIVE LANDSCAPE
International players Mars Inc Bulgaria and Nestlé Bulgaria AD lead, however, domestic players benefit from low price-points and wide distribution
Supermarkets create premium pet food options, while Pet Network Group opens its first shopping centre in Bulgaria, set to shake up the landscape
BARF feeding players will gain popularity, as an increasing amount of owners are keen to feed their pet high-quality food, with transparency surrounding origin
CATEGORY INDICATORS
Table 41 Dog Owning Households: % Analysis 2015-2020
Table 42 Dog Population 2015-2020
Table 43 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2015-2020
CATEGORY DATA
Summary 2 Dog Food by Price Band 2020
Table 44 Sales of Dog Food by Category: Volume 2015-2020
Table 45 Sales of Dog Food by Category: Value 2015-2020
Table 46 Sales of Dog Food by Category: % Volume Growth 2015-2020
Table 47 Sales of Dog Food by Category: % Value Growth 2015-2020
Table 48 Sales of Dry Dog Food by Life-Cycle: % Value 2015-2020
Table 49 Sales of Wet Dog Food by Life-Cycle: % Value 2015-2020
Table 50 NBO Company Shares of Dog Food: % Value 2015-2019
Table 51 LBN Brand Shares of Dog Food: % Value 2016-2019
Table 52 LBN Brand Shares of Dog Treats: % Value 2016-2019
Table 53 Distribution of Dog Food by Format: % Value 2015-2020
Table 54 Forecast Sales of Dog Food by Category: Volume 2020-2025
Table 55 Forecast Sales of Dog Food by Category: Value 2020-2025
Table 56 Forecast Sales of Dog Food by Category: % Volume Growth 2020-2025
Table 57 Forecast Sales of Dog Food by Category: % Value Growth 2020-2025
HEADLINES
PROSPECTS
Rising disposable incomes boost growth for wet cat food and cat treats, with the humanisation trend increasing occasions when owners treat their pets
Premium products that focus on a scientific approach to nutrition, increasingly perform well, while premium dry cat food boosts growth
Stray cats encourage sales of economy dry cat food, as pet owners and non-owners alike, feed stray cats in their area
COMPETITIVE LANDSCAPE
Modern supermarkets are key retailers for cat food, with private label offerings that challenge the growth of domestic economy players
Nestlé leads the competitive landscape, with Purina ONE performing well, boosting growth for the player through its scientifically researched recipe
Premium cat food players benefit from vet recommendations and compete through active social media campaigns 
CATEGORY INDICATORS
Table 58 Cat Owning Households: % Analysis 2015-2020
Table 59 Cat Population 2015-2020
Table 60 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2015-2020
CATEGORY DATA
Summary 3 Cat Food by Price Band 2020
Table 61 Sales of Cat Food by Category: Volume 2015-2020
Table 62 Sales of Cat Food by Category: Value 2015-2020
Table 63 Sales of Cat Food by Category: % Volume Growth 2015-2020
Table 64 Sales of Cat Food by Category: % Value Growth 2015-2020
Table 65 Sales of Dry Cat Food by Life-Cycle: % Value 2015-2020
Table 66 Sales of Wet Cat Food by Life-Cycle: % Value 2015-2020
Table 67 NBO Company Shares of Cat Food: % Value 2015-2019
Table 68 LBN Brand Shares of Cat Food: % Value 2016-2019
Table 69 LBN Brand Shares of Cat Treats: % Value 2016-2019
Table 70 Distribution of Cat Food by Format: % Value 2015-2020
Table 71 Forecast Sales of Cat Food by Category: Volume 2020-2025
Table 72 Forecast Sales of Cat Food by Category: Value 2020-2025
Table 73 Forecast Sales of Cat Food by Category: % Volume Growth 2020-2025
Table 74 Forecast Sales of Cat Food by Category: % Value Growth 2020-2025