New market study, "Cat Food in Russia", has been published

Based on provisional 2014 estimates, cat food is forecast to grow healthily in 2014 due to the increase of premium cat food and cat treats value sales due to the strong influence of the premiumisation and humanisation trends. Premium cat food sales will be impacted by the turbulent Rouble exchange rate in the short term. As the majority of premium products are imported from overseas, the weakened by 10% RUB exchange rate at the beginning of 2014 will affect unit prices. Besides, prices will be influenced by manufacturers shifting mostly to small package sizes as a result of consumer demand. At the same time, value growth of economy cat food is anticipated to slow down thanks to negative unit price movement. Heavy competition within the economy cat food category between brands of major international producers, as well as private label products, will lead the average unit price to fall. Cat treats is likely to be impacted by giants such as Mars OOO and Nestlé Russia OOO, which opened up the category for development.

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Competitive Landscape

Based on provisional 2014 estimates, further competition within cat food categories in all price platforms is expected. Major Russia-based international manufacturers are expected to make efforts towards the extension and modernisation of production and distributional facilities, and introduce new products and advertising. Private label is anticipated to boost the economy, mid-priced and even premium categories. The premium cat food category, having a relatively small target audience, will be under pressure of the enhanced competition between recognised international manufacturers.

Industry Prospects

Cat food is not anticipated to reach saturation point in the foreseeable future. The upward trend in volume and value sales will be steady over the forecast period. Mirroring the human food market, cat food is expected to develop in accordance with the health and wellness trend. Cat owners will likely to obtain more knowledge about balanced and healthy pet nutrition thanks to producer efforts. Manufacturers are expected to make packaging more informative in terms of product composition and feeding recommendations. This will make it possible to spread the distribution of premium cat food via non-specialist channels that do not provide consumers with professional advice. Cat food is expected to be driven by the premiumisation trend, especially within the mid-priced category.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Cat Food industry in Russia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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