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Economic turbulence creates new opportunities

NPDs attempt to cater to changing lifestyle patterns in Western Europe

Anthropomorphism continues to play well in the UK

Premium products dominate Eastern European product launches

Mid-price segment still has significant potential in Russia

Bayer’s Mira brand chases Argentina’s aspiring middle class

Functional ingredients key to differentiation

Shanghai Weita Pet Products chases China’s “long tail”

4Legs Pet Foods’s new offering counterintuitive to the convenience trend

Summary 1 Pet Food and Pet Care Products: Leading Innovations 2006-2007

BRILLIANT MISTAKES AND OTHER NOTABLE FAILURES

Butcher’s Choice targets SAD dogs

Junk food for dogs unlikely to strike a chord with affluent owners in the US

Nestlé tries to market grass as a functional ingredient to indoor cat owners

Nestlé México seeks to lure poorer pet owners away from scraps

AIXIA Corp’s Kenken ignores market signals

Summary 2 Pet Food and Pet Care Products: Notable Recent Failures 2006-2007

INSIGHTS INTO MARKET PERFORMANCE

HEADLINES

FASTEST GROWING MARKETS: ARE YOU THERE YET?

Global Overview

Chart 24 Global Sales of Pet Food and Pet Care Products, 1998/2007

Chart 25 Global Sales of Pet Food and Pet Care Products by Sector (% value), 2007

Chart 26 Global Sales of Pet Food and Pet Care Products by Sector: % Value Growth

Regional Overview

Pet food sales slump in Western Europe

Dynamic Eastern European market decelerates slightly

Latin American economic recovery loses momentum

Sluggish growth in Asia-Pacific

Pet owners increasingly trade up to premium brands in Australasia

A modest shift towards premiumisation in the Africa and the Middle East region

Chart 27 Western Europe: Sales of Pet Food and Pet Care Products, 1998/2007

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