In this case study, a US-based pet food manufacturer required a market plan for setting up a dry pet food business in Europe. The client required quantitative and qualitative information, especially regarding the differences in consumer preferences between these markets. CPL delivered a comprehensive report, including growth forecasts for each country and go-to-market strategy recommendations. 

The client required a marketing plan containing substantial market data on the pet food market in Europe before committing to a project. An outline of the report contents is shown below. You can also download a PDF copy here.

Market Plan for Dry Pet Food in Europe

Executive Summary

  • Mission Statement
  • Corporate Strategy
    • Market Objectives
    • Market Strategy
    • Market Tactics
  • What Will the Client Do?
  • SWOT Analysis
  • Discussion and Recommendations

Principal Findings – Pet Food Market in Europe

  • Europe Pet Food Markets by Country
  • European Pet Population
  • Pet Food and Pet Care Products Market Value
    • Market Value by Sector
    • Market Size by Country.
    • Market Shares
    • Forecasts

Pet Treats and Cat Litter Market

  • Pet Treats
    • USA
  • Cat Litter
    • Retail Outlets

Specialist Pet Food Companies

European Aquafeed Market

  • Major Findings
  • Production

European Horse Market

  • Market Trends

Portugal – Pet Food Market

  • Recent Political Events
  • Economic Forecast
  • Agriculture, Forestry and Fishing
  • Portugal – Pet Food Market
  • Main Findings
  • Pet Population
  • Value Manufacture Shares of Dog and Cat Food
  • Retail Distribution
  • Trends To Watch
  • Forecast

Spain – Pet Food Market

  • Main Findings
  • Pet Population
  • Proportion of Prepared Food
    • Value Sales
    • Volume and Value Sales of Dog Food
    • Volume and Value Sales of Cat Food
    • Other Pet Food Types
  • Pet Care Value
  • Private Label
  • Value Manufacture Shares of Dog and Cat Food
  • Retail Distribution
  • Trends To Watch
  • Forecast

France – Pet Food Market

  • Main Findings
  • Legislation
  • Pet Population
  • Proportion of Prepared Food
  • Pet Product Value Sales
    • Dog Food
    • Cat Food
    • Other Pet Food Types
  • Pet Care
  • Private Label
  • Manufacturing Shares of Dog and Cat Food
  • Value Manufactures of Treats and Mixers
  • Retail Distribution
  • Forecast

Germany – Pet Food Market

  • Main Findings
  • Pet Population
  • Proportion of Prepared Food
  • Value Sales
    • Dog Food
    • Cat Food
    • Other Pet Food
    • Pet Care
    • Private Label
  • Manufacturers Shares of Dog and Cat Food
  • Treats and Mixers
  • Retail Distribution
  • Trends to Watch
  • Forecast

Italy – Pet Food Market

  • Main Findings
  • Legislation
  • Pet Population
  • Proportion of Prepared Food
    • Value Sales
    • Dog Food
    • Cat Food
    • Other Pet Food
    • Pet Care Value
    • Private Label
  • Value Manufacture Shares of Dog and Cat Food
  • Value Manufacture Shares of Treats and Mixers
  • Fish Food
  • Retail Distribution
  • Forecast

United Kingdom – Pet Food Market

  • Market Overview
  • EU and UK Legislation
  • Domestic Legislation
  • Pet Population
  • Proportion of Prepared Food
    • Value Sales
    • Dog Food
    • Cat Food
    • Other Pet Food
    • Pet Care Value
    • Private Label
  • Manufacturers Shares of Dog and Cat Food (% Value)
  • Retail Distribution
  • Forecast

United States – Pet Food Market

  • Main Findings
  • Pet Population
  • Proportion of Prepared Food
    • Value Sales
    • Dog Food
    • Cat Food
    • Other Pet Food
    • Pet Care Value
    • Private Label
  • Manufacturing Shares of Dog and Cat Food
  • Treats and Mixers
  • Retail Distribution
  • Forecast

Tables

Principal Findings

  • Executive Summary and Principal Findings
  • European Pet Population (Thousands)
  • Pet Population By Animal Species (K)
  • Value of Sales ($ Current R.S.P.)
  • Value of European Pet Food and Pet Care Market ($ Million R.S.P.)
  • Dog Food: Volume and Value
  • Cat Food: Volume and Value
  • Other Pet Food and Pet Care Products – Value ($ Million)

European Pet Food Industry

  • Main European Manufacturers (% Sales)
  • Value Retail Sales of Pet Food and Pet Care Products By Retail Distribution.
  • Table of Forecasts ($ Million Rsp)
  • Forecast By Country ($ Million R.S.P.)

Pet Treats and Cat Litter Market

  • Pet Treats and Mixers Market
  • French Manufacturers Share of Dog and Cat Treats and Mixers (% By Value)
  • German Manufacturers Share of Treats and Mixers
  • Italian Manufacturers Share of Dog Treats and Mixers (%)
  • UK Manufacturers Share of Dog Treats and Mixers
  • Cat Litter Sales (€ Million R.S.P.)European Sales of Pet Food and Pet Care Products By Retail Outlet.
  • Value Sales of Pet Food and Pet Care By Retailer (%) and By Country

Specialist, Aquaculture and Horse Market

  • Iams (Europe) Turnover ($ Million)
  • European Financial Results (Million €)
  • European Aquaculture Production (T)
  • European Aquaculture Production By Species (T)
  • Location of Fish Farms
  • Current and Projected Volume of Commercial Fish Feed
  • Horse Population of Some European Countries
  • Manufactured Horse Feed

Portugal

  • Portugal’s Main Trading Partners
  • International Assumptions
  • Portugal Forecast Summary
  • Portuguese Pet Population (Thousand)
  • Pet Products Volume and Value
  • Proportion of Volume and Value of Imported and Home Produced Pet Food
  • Portuguese Manufacturers of Pet Food
  • Leading Non Specialist Retailers
  • Proportion of Private Label Sales
  • Forecast of Pet Products ($ Million R.S.P.)

Spain

  • Spanish Pet Population (Thousands)
  • Proportion of Prepared Food (%)
  • Value Sales of Pet Food ($ Billion Current R.S.P.)
  • Volume and Value Sales of Dog Food
  • Volume and Value Sales of Cat Food
  • Volume and Value Sales of Other Pet Food
  • Value Sales of Pet Care Products ($ Million R.S.P.)
  • Sales of Private Label Products
  • Manufacturing Share of Dog and Cat Food (% By Value)
  • Leading Non-Specialist Retailers (Turnover $ Million)
  • Value Sales of Pet Food and Pet Care By Retailer (%)
  • Forecast of Sales Value of Pet Products ($ Billion R.S.P.)

France

  • French Pet Population (Millions)
  • Proportion of Prepared Pet Food
  • Value Sales Pet Products ($ Million Current R.S.P.)
  • Volume and Value Sales of Dog Food
  • Volume and Value Sales of Cat Food
  • Volume and Value Sales of Other Pet Food
  • Value Sales of Pet Care Products ($ Million R.S.P.)
  • Private Label Sales
  • Manufacturing Share of Dog and Cat Food (% By Value)
  • Manufacturing Share of Dog and Cat Treats and Mixers (% By Value)
  • Leading Grocery Retailers
  • Retail Sales of Pet Food and Pet Care Products (% Value)
  • Forecast Value Sales of Pet Products ($ Million R.S.P.)

Germany

  • German Pet Population (Millions)
  • Proportion of Prepared Pet Food
  • Value Sales of Pet Food and Pet Care Products ($ Million Current R.S.P.)
  • Volume and Value Sales of Dog Food
  • Volume and Value Sales of Cat Food
  • Volume and Value Sales of Other Pet Food
  • Value Sales of Pet Care Products ($ Million R.S.P.)
  • Private Label Sales
  • Manufacturing Share of Dog and Cat Food By Value (%)
  • Manufacturers Share of Treats and Mixers
  • Pet Superstores
  • Leading Non-Specialist Food Retailers
  • Sales of Pet Food and Pet Care By Retailer (% Value)
  • Forecast of Value Sales of Pet Products ($ Million R.S.P.)

Italy

  • Italian Pet Population (Millions)
  • Proportion of Prepared Food (%)
  • Value Sales (Lira Billion Current R.S.P.)
  • Volume and Value Sales of Dog Food
  • Volume and Value Sales of Cat Food
  • Volume and Value of Other Pet Food
  • Value Sales of Pet Care Products ($ Billion R.S.P.)
  • Private Label Sales
  • Manufacturers Share of Dog and Cat Food (%)
  • Manufacturers Share of Dog Treats and Mixers (%)
  • Manufacturer and Market Share of Fish Feed
  • Growth of Specialist Pet Shops
  • Retail Sales of Pet Food and Pet Care Products (% Value)
  • Value Sales of Pet Products ($ Billion R.S.P.)

United Kingdom

  • UK Pet Population (Millions)
  • Proportion of Prepared Food (%)
  • Value Sales (£ Million Current R.S.P.)
  • Volume and Value Sales of Dog Food
  • Volume and Value Sales of Cat Food
  • Volume and Value Sales of Other Pet Food
  • Value Sales of Pet Care Products (£ Million R.S.P.)
  • Private Label Sales
  • Manufacturing Share of Dog and Cat Food (% Value)
  • Leading Non-Specialist Food and Drink Retailers
  • Value Sales of Pet Food and Pet Care By Retail Format (% Value)
  • Value Sales of Pet Products (£ Million R.S.P.)

United States

  • US Pet Population (Millions)
  • Proportion of Prepared Food (%)
  • Value Sales ($ Million Current R.S.P.)
  • Volume and Value Sales of Dog Food
  • Volume and Value Sales of Cat Food
  • Volume and Value of Other Pet Food
  • Value Sales of Pet Care Products ($ Million R.S.P.)
  • Private Label Sales
  • Manufacturing Share of Dog and Cat Food (%)
  • Leading Specialist Retailers
  • Value Sales of Pet Food and Pet Care By Retailer (% Value)
  • Value Sales of Pet Products ($ Million R.S.P.)

You can find a further example of our reports on pet food on this site, CPL has also worked e.g. on pet food palatants and fish oil in pet food. Have a look at our PowerPoint Introduction and Brochure describing deliverables, differentiators and case studies. Eight case studies can also be reviewed.

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