New Consumer Goods market report from Euromonitor International: "Cat Food in Austria"

Boston, MA -- (SBWire) -- 10/08/2014 --Volume growth in cat treats accelerated over the course of the review period, peaking in 2013. Positive growth is expected in the category again in 2014 and this is set to lend considerable weight to the overall increase in value sales of cat food expected during the year. Cat treats are relatively expensive in Austria, although multi-functional products have successfully targeted the desire of cat owners to show their love and affection to their pet cats. The key trends seen in cat food over the review period include the rising preference of cat owners for healthy cat food which contributes to the wellbeing of their pet cats, the pet humanisation trend, the rising demand for convenience in terms of packaging and the growing role of cat treats as a supplement to dry cat food and wet cat food.

Competitive Landscape

With a value share of 36%, Mars Austria continued to lead cat food during 2013. Its leading brands Whiskas, Sheba, Kitekat, Dreamies and Perfect Fit receive substantial advertising and promotional support from the multinational parent company and this contributed to the high consumer credibility which they all enjoy in Austria. The company also regularly launches new products and brand extensions in order to achieve a strong competitive edge. The company?s extensive and strong brand portfolio, high-profile advertising and promotions and the high level of product innovation in which it engages were the successful marketing strategies which helped Mars Austria to stay at the forefront of developments in cat food throughout the review period.

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Industry Prospects

The trends which are set to dominate sales of cat food in Austria during 2014 are also expected to impact the forecast period. Fortified/functional and additive-free products as well as single-portion plastic pouches are expected to generate positive growth due to the desire of Austrian cat owners to improve the health and wellness of their pet cats while at the same time they also value convenience and the reduction of waste.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Cat Food industry in Austria 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.

If you're in the Cat Food industry in Austria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Cat Food in Austria market research report includes:

- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

- What is the market size of Cat Food in Austria?
- What are the major brands in Austria?
- How fast are consumers trading up to prepared cat food?
- How have pet specialists fared in recent years?
- How have pet specialists fared in recent years?
- What are growth prospects for pet care in the next 5 years?

Reasons to Get this Report

- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions

Product coverage: Cat Treats and Mixers, Dry Cat Food, Wet Cat Food.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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