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Pongo & Bengie OOD in Pet Care (Bulgaria)

New C&M analysis: Pet Care (Bulgaria) Pongo & Bengie OOD Company Profile

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2014-01-09 11:11:01 - Pongo & Bengie OOD in Pet Care (Bulgaria) - a new company profile report on

Pongo & Bengie OOD is competing in a market where the multinationals dominate. The two largest companies in pet food in Bulgaria are Mars Bulgaria EOOD and Nestle Bulgaria AD. The local players such as Pongo & Bengie are being squeezed out of the market. The uninterrupted growth of pet care products will continue in 2013, and the category will record a current value increase set to exceed the CAGR recorded during the whole review period in current value terms. This excellent result is due to the continuing penetration of prepared dog food and prepared cat food, the total consumption percentage of which were traditionally low in Bulgaria. The pet population is set to fall by more than 2,000, but



this decline will not be significant enough to interrupt the category´s excellent growth.

Pet care products developed along the economy and premium segments within dog and cat food. The increasing choice of brands at different price levels encouraged more owners to buy prepared food for their pets, according to their budget. In the economy segment the expansion of private label and domestic products supported the trend while, in the premium segment, pet owners could choose from different brands that care for the wellbeing and had health and wellness features. New product development occurred mostly within dry dog food and dry cat food. Within pet products, pet care pulled the growth of the whole category as a result of better awareness and demand for such products.

The care market is very concentrated and the top four companies account for over three quarters of the market value. Within the top ranks, multinational manufacturers were the key players with only one company of local origin. In 2013 the competitive pressure is set to intensify due to the strengthening of private label and the entry of premium-positioned producers with diversified portfolios, covering different areas across pet care.

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