Clipping of news on Brazilian Culture, Law and Citizenship
06/20/2013
This article was translated by an automatic translation system, and was therefore not reviewed by people.
Dogs and cats are the most popular pets in the world. Countless people treat pets as if they were family members and concern about food these animals feed market opened a very broad, with several options. The study of CVA Solutions "Pet Care Cats and Dogs" assessed major brands of food from the perspective of the owners of these animals, since 73% of dog owners and 84% of cats have the feed exclusively on feed. Across the country, were interviewed 3,476 people who have dogs and cats that have 1,876.
The market for pet products earned $ 14.2 billion last year, according to data from Abinpet (Brazilian Association of the Industry of Products for Pets), making Brazil the second largest global market for these products, just behind the United USA. Industries, then draw new strategies to grab consumers and convert fans of competing brands.
Results
Pedigree and Whiskas brands are considered stronger (Brand Strength) when it comes to food for dogs and cats. But the most cost-effective (Perceived Value) is the Balance and Premier Pet brands, as assessed owners of pets.
Consumer does not identify the manufacturer
In the Brazilian market, industry leadership is two large multinational groups: the group with Mars-Royal Canin brands of feed for dogs and cats (Pedigree, Frolic, Champ, Whiskas and Royal Canin) and another giant, Purina, division of Nestle, which owns brands DogChow, Pro-Plan, Kanina, Alpo, Delhi-Dog, Beneful, Friskies and CatChow.
The consumer, however, does not identify the manufacturer of the branded usually buy food. Only 30% know who the manufacturer of the feed of your choice. "Manufacturers could further strengthen the link corporate brand branded products, aimed at greater consumer confidence, as occurs in the area of human food, which could monetize the effort of communication and increase the market share of leaders," Sandro says Cimatti, managing partner of CVA Solutions.
Super Premium
Some types of diets considered Super Premium, generally indicated by veterinarians, only sold in pet stores and prices which have come to double the cost premium brands, these in turn may double the cost economy brands. In other words, the Super Premim are three times more expensive. So, are consumed by pets also considered Super Premium, purchased at breeders, pet shops goers and veterinarians and perks how to live indoors. In this segment, we find specific breeds, eg, dogs breed Yorkshire, Shihtzu, Lhasa Apso and Siamese and Persian cats.
The role of the veterinarian
This showed that the recommendation of the veterinarian adds value to food and therefore the Super Premium plus indicated by these professionals can charge a higher price. "The prescribing veterinarian is critical to the Super Premium segment, allowing a better adaptation of food to age and size of the animal and providing a cost-benefit that the consumer recognizes, even paying a higher price for this type of diet," Sandro says Cimatti.
A trip to the veterinarian happens once every six months for 38% of dog owners. And 48.0% of respondents say that the veterinarian has recommended some brand of feed. The brand most recommended by veterinarians is Royal Canin. Already 32.2% of cat owners do not seek veterinarian if your pet has a problem, 25.1% took the cat to the vet once every six months and 47.8% said that the veterinarian has recommended some brand feed . the brand most recommended by veterinarians is Whiskas.
Source: UOL - Modern Consumer
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This article was translated by an automatic translation system, and was therefore not reviewed by people.