With this market report, you’ll be able to explore in detail the changing shape and potential of the industry. You will now be able to plan and build strategy on real industry data and projections.

1. Pet Care in Hungary
Published: October 2011
Price: $ 1900
This Euromonitor market report provides market trend and market growth analysis of the
Pet Care industry in Hungary. With this market report, you’ll be able to explore in detail
the changing shape and potential of the industry. You will now be able to plan and build
strategy on real industry data and projections.
The Pet Care in Hungary 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 Pet Care in Hungary?
 What are the major brands in Hungary?
 How did the downturn affect pet care spending?
 Which is the best-performing category within pet care?
 Which is the fastest-growing pet food manufacturer?
 How have pet specialists fared in recent years?
 What are growth prospects for pet care in the next 5 years?
Why buy 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
This industry report originates from Passport, our Pet Care market research database.
 Each report is delivered with the following components:
 Report: PDF and Word
 Market statistics: Excel workbook
 Sample Analysis
EXECUTIVE SUMMARY
Growth stagnating
Pet food in Hungary is expected to slightly underperform in 2011, due to the negative
impact of the economic downturn on consumer spending. Nevertheless, it is still expected
to be one of the better performing markets in Hungary’s retail scene. While the difficult

2. economic environment is likely to slow the growth of most categories compared with
earlier years in the review period, stable single-digit growth is still expected. The selection
of products available will widen even further ensuring that strong growth potential exists
for pet food manufacturers and distributors.
Private label economy products see strong demand
Due to the weak economic position of consumers and the changes seen in the distribution
of pet care products, private label products saw strong demand in grocery retail outlets,
particularly in supermarkets/hypermarkets and discounters. Demand for private label kept
on growing in 2010 in Pet care and Pet food with the share of private label taking a share
of nearly 29% in Pet care and 33% for Pet food.
Specialist pet superstore chains see rapid growth
With demand for both economy and premium brands and products increasing, chained pet
superstore are positioned to benefit. While independents are facing a decline in retail value
sales, chains are expected to expand and grow in terms of retail value sales in 2011.
Growth will be mainly led by Alpha-Vet, which in 2011 operated 20 Alpha-Zoo outlets, but
has plans to open 100 superstores by the end of 2012. As pet superstore chains offer a
very wide range of products, from economy to premium brands, as well as private label
products, the needs of a wide range of consumers are catered to. Furthermore, the
performance of chained pet superstores is boosted by the good location of outlets, with
most located in shopping centres.
Pet shops decline in popularity
Over the review period, significant changes in the distribution of pet food and pet care
products were seen in Hungary. Modern retail chains, such as supermarkets/hypermarkets
and expanding chained pet superstores, saw increasing popularity at the expense of
independent pet stores. However, the share of retail value sales accounted for by
veterinary clinics remained relatively stable over the review period, while internet retailing
saw a dramatic gain in retail value sales share, a trend that is expected to continue apace
over the forecast period.
Better performance expected
With household income levels predicted to slowly recover over the forecast period, it is
expected that consumers will spend more on pet food and pet care products. Pets,
especially dogs and cats are increasingly viewed as family members, and, as the economy
recovers, consumers are likely to prove willing to purchase more premium quality
products. Meanwhile, due to the expanding range of good quality private label products
available, economy and standard brands can also be expected to see increased demand
over the forecast period.
Table of Contents
Pet Care in Hungary - Industry Overview
EXECUTIVE SUMMARY
Growth stagnating
Private label economy products see strong demand
Specialist pet superstore chains see rapid growth
Pet shops decline in popularity
Better performance expected

3. KEY TRENDS AND DEVELOPMENTS
Economic crisis continues to limit growth
Economy private label products drive pet food sales
Packaging size range widens
Changing distribution patterns
Range of healthy products widens
MARKET INDICATORS
Table 1 Pet Populations 2006-2011
MARKET DATA
Table 2 Sales of Pet Care by Category: Volume 2006-2011
Table 3 Sales of Pet Care by Category: Value 2006-2011
Table 4 Sales of Pet Care by Category: % Volume Growth 2006-2011
Table 5 Sales of Pet Care by Category: % Value Growth 2006-2011
Table 6 Pet Food Company Shares 2006-2010
Table 7 Pet Food Brand Shares 2007-2010
Table 8 Dog and Cat Food Company Shares 2006-2010
Table 9 Dog and Cat Food Brand Shares 2007-2010
Table 10 Penetration of Private Label by Category 2006-2010
Table 11 Sales of Dog and Cat Food by Distribution Format: % Analysis 2006-2011
Table 12 Sales of Dog and Cat Food by Category and Distribution Format: % Analysis 2011
Table 13 Sales of Pet Care by Distribution Format: % Analysis 2006-2011
Table 14 Sales of Pet Care by Category and Distribution Format: % Analysis 2011
Table 15 Forecast Sales of Pet Care by Category: Volume 2011-2016
Table 16 Forecast Sales of Pet Care by Category: Value 2011-2016
Table 17 Forecast Sales of Pet Care by Category: % Volume Growth 2011-2016
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2011-2016
DEFINITIONS
Summary 1 Research Sources
Pet Care in Hungary - Company Profiles
Alpha-Vet Kft in Pet Care (Hungary)

4.  STRATEGIC DIRECTION
 KEY FACTS
 COMPANY BACKGROUND
 PRODUCTION
 COMPETITIVE POSITIONING
Summary 4 Alpha-Vet Kft: Competitive Position 2010
Bonafarm-Bábolna Takarmány Kft in Pet Care (Hungary)
 STRATEGIC DIRECTION
 KEY FACTS
 COMPANY BACKGROUND
 PRODUCTION
Summary 7 Bonafarm-Bábolna Takarmány Kft: Production Statistics 2010
COMPETITIVE POSITIONING
Summary 8 Bonafarm-Bábolna Takarmány Kft: Competitive Position 2010
Fressnapf Hungária Kft in Pet Care (Hungary)
 STRATEGIC DIRECTION
 KEY FACTS
 INTERNET STRATEGY
 COMPANY BACKGROUND
 PRIVATE LABEL
Summary 11 Fressnapf-Hungária Kft: Private Label Portfolio
 COMPETITIVE POSITIONING
 Vitakraft Aqua Food Kft in Pet Care (Hungary)
 STRATEGIC DIRECTION
 KEY FACTS
 COMPANY BACKGROUND
 PRODUCTION
 COMPETITIVE POSITIONING
Summary 14 Vitakraft Aqua-Food Kft: Competitive Position 2010
Cat Food in Hungary - Category Analysis
HEADLINES
TRENDS
No significant changes are expected in cat food in 2011, as customers are likely to remain
willing to pay for prepared cat food and, as such, retail volume and value sales will
continue on an upward trend, driven by the country’s growing cat population.
COMPETITIVE LANDSCAPE
Mars remained the leading player in 2010, in accounting for a retail value sales share of
30%. The company’s main brands in 2010 were Kitekat, Whiskas and Sheba, all of which

5. were highly advertised on television and consisted of a very wide range of products. Mars
offered both mid-priced and premium products, all of a high quality. Meanwhile, Kitekat
and Whiskas remained among the best known and most popular cat food brands in the
country. Following was Nestlé Purina Petcare, with its Friskies and Darling brands, on a
retail value sales share of 28%. As with Mars, Nestlé Purina Petcare offered both mid-
priced and premium products in 2010. The third leading company in 2010 was Tesco, with
its private label products, which accounted for a retail value sales share of 5%.
PROSPECTS
Cat food is predicted to see further growth, both in retail volume and value sales terms,
over the forecast period. This will be driven by the growing popularity of cats as pets in
urban areas. Furthermore, ongoing growth in the country’s cat population will drive
demand over the forecast period.
CATEGORY INDICATORS
Table 19 Cat Owning Households: % Analysis 2006-2011
Table 20 Cat Population 2006-2011
Table 21 Cat Food Prepared vs Non-prepared Gap: % Analysis 2006-2011
CATEGORY DATA
Table 22 Sales of Cat Food by Category: Volume 2006-2011
Table 23 Sales of Cat Food by Category: Value 2006-2011
Table 24 Sales of Cat Food by Category: % Volume Growth 2006-2011
Table 25 Sales of Cat Food by Category: % Value Growth 2006-2011
Table 26 Sales of Premium Cat Food by Category: Value 2006-2011
Table 27 Cat Food Company Shares 2006-2010
Table 28 Cat Food Brand Shares 2007-2010
Table 29 Cat Treats Brand Shares 2007-2010
Table 30 Forecast Sales of Cat Food by Category: Volume 2011-2016
Table 31 Forecast Sales of Cat Food by Category: Value 2011-2016
Table 32 Forecast Sales of Cat Food by Category: % Volume Growth 2011-2016
Table 33 Forecast Sales of Cat Food by Category: % Value Growth 2011-2016
Summary 15 Cat Food by Price Band 2010
Dog Food in Hungary - Category Analysis
HEADLINES

6. TRENDS
Despite being expected to see slower retail value sales growth in 2011 compared to earlier
years in the review period, dog food is nonetheless is expected to see relatively good
performance. While the spending power of consumers will remain weak, due to the large
number of dogs in the country, customers are nonetheless expected to spend more money
on dog food, with economy and premium dog food predicted to see particularly strong
growth.
COMPETITIVE LANDSCAPE
As the spending power of customers was weak over the later years of the review period,
manufacturers did not focus on innovating and introducing brand new products. As a
result, no significant change was seen in product offerings. Instead key manufacturers
concentrated on promoting their products and maintaining their prices. Meanwhile,
chained pet superstores focused on outlet expansion, with Alpha-Zoo, for example,
planning to open more than 100 stores by the end of 2012. Thank to this strong
expansion, chained pet superstores saw increasing popularity at the expense of
independent pet stores.
PROSPECTS
The spending power of consumers is expected to recover over the forecast period, which
will drive the retail volume and value sales growth of dog food, both of which are predicted
to see CAGRs of 4%. The country’s dog population is expected to see further growth and,
as the economy recovers, the share of total consumption accounted for prepared dog food
is predicted to increase. Economy dog food will continue to see the highest growth over
the forecast period as the majority of consumers will seek economy products as a way of
saving money.
CATEGORY INDICATORS
Table 34 Dog Owning Households: % Analysis 2006-2011
Table 35 Dog Population 2006-2011
Table 36 Dog Food Prepared vs Non-prepared Gap: % Analysis 2006-2011
CATEGORY DATA
Table 37 Sales of Dog Food by Category: Volume 2006-2011
Table 38 Sales of Dog Food by Category: Value 2006-2011
Table 39 Sales of Dog Food by Category: % Volume Growth 2006-2011
Table 40 Sales of Dog Food by Category: % Value Growth 2006-2011
Table 41 Sales of Premium Dog Food by Category: Value 2006-2011
Table 42 Dog Food Company Shares 2006-2010
Table 43 Dog Food Brand Shares 2007-2010

7. Table 44 Dog Treats Brand Shares 2007-2010
Table 45 Forecast Sales of Dog Food by Category: Volume 2011-2016
Table 46 Forecast Sales of Dog Food by Category: Value 2011-2016
Table 47 Forecast Sales of Dog Food by Category: % Volume Growth 2011-2016
Table 48 Forecast Sales of Dog Food by Category: % Value Growth 2011-2016
Summary 16 Dog Food by Price Band 2010
Other Pet Food in Hungary - Category Analysis
HEADLINES
TRENDS
Pet superstores and franchise chains vigorously expanded over the review period and, in
so doing, added to the distribution network for other pet food. In addition to this
development, supermarkets/hypermarkets and discounters started to stock a wider range
of other pet food products, including private label lines, as they looked to better compete
with pet shops. This expansion of distribution assisted other pet food in reaching a wider
audience in Hungary.
COMPETITIVE LANDSCAPE
Vitakraft Aqua Food remained the leading player in other pet food in 2010, in accounting
for a retail value sales share of 33%. Vitakraft’s leading position owed much to the fact
that the company and its brands are quite well-known in Hungary. Furthermore, it offers
all types of other pet food, as well as both mid-priced and premium products. In 2010,
Vitakraft Aqua Food led all other pet food subcategories, due to its wide product range.
PROSPECTS
Due to the expected recovery in consumer spending power and the growing popularity of
other pets, mainly small mammals and reptiles, other pet food is expected to see positive
retail volume and value sales growth over the forecast period. Small mammal/reptile food
is expected to see the most dynamic growth both in terms of retail volume and value
sales, while bird and fish food are both expected to see relatively slow growth.
CATEGORY INDICATORS
Table 49 Other Pet Population 2006-2011
CATEGORY DATA
Table 50 Sales of Other Pet Food by Category: Volume 2006-2011
Table 51 Sales of Other Pet Food by Category: Value 2006-2011
Table 52 Sales of Other Pet Food by Category: % Volume Growth 2006-2011

8. Table 53 Sales of Other Pet Food by Category: % Value Growth 2006-2011
Table 54 Bird Food Brand Shares 2007-2010
Table 55 Fish Food Brand Shares 2007-2010
Table 56 Small Mammal/Reptile Food Food Brand Shares 2007-2010
Table 57 Forecast Sales of Other Pet Food by Category: Volume 2011-2016
Table 58 Forecast Sales of Other Pet Food by Category: Value 2011-2016
Table 59 Forecast Sales of Other Pet Food by Category: % Volume Growth 2011-2016
Table 60 Forecast Sales of Other Pet Food by Category: % Value Growth 2011-2016
Pet Products in Hungary - Category Analysis
HEADLINES
TRENDS
As consumer spending power was weak and pet products are not considered to be as
necessary as pet food, demand for pet products did not increase significantly over the
latter years of the review period. However, thanks to the expansion of chained pet
superstores, where a wide range of pet products can be found, retail value sales of pet
products saw positive retail value sales growth in 2011.
COMPETITIVE LANDSCAPE
Vitakraft Aqua Food remained the leading player in pet products in Hungary in 2010, in
accounting for a retail value sales share of 24%. The company was present in all
subcategories of pet products and offered a wide range of products, from low-priced to
premium brands. Vitakraft’s products were mainly available in pet superstores, specialist
pet shops and grocery retailers. The second leading company was Laboratoires Riga with
its Riga brand. The company, which accounted for a retail value sale share of 5% in 2010,
was present in pet healthcare and pet dietary supplements.
PROSPECTS
Demand for pet products in Hungary is mainly limited to higher income consumers. As a
result, pet products is only expected to see relatively limited retail value sales growth over
the forecast period.
CATEGORY DATA
Table 61 Sales of Pet Products by Category: Value 2006-2011
Table 62 Sales of Pet Products by Category: % Value Growth 2006-2011
Table 63 Sales of Pet Healthcare by Type: % Value Breakdown 2006-2011
Table 64 Forecast Sales of Pet Products by Category: Value 2011-2016

9. Table 65 Forecast Sales of Pet Products by Category: % Value Growth 2011-2016
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