Page 30 - PET worldwide issue 04/2021

Cat products

treats in order to appeal to other
Nestlé Purina recorded sales
customer groups. Müller notes growth of 10.7 per cent in the demand for premium products
in the cat segment due to the
above-average development of first six months of this year in increase in the pet population.
exports primarily to southern Eu- Germany, more than double the “With our moist food brand Fleis-
rope as well as the Middle and Far growth of the entire market. “This cheslust Pussy Deluxe we expect
East, saying that the company is pleasing development is thanks sales growth internationally of
working harder on marketing con- above all to cat treats (+ 10.8 five per cent in 2021,” says man-
cepts for these. per cent), our moist food prod- aging director Max Graf Kerssen-
ucts in portion pouches and the brock. “We are currently record-
Cat food follows 85g can (+ 13 per cent),” says ing the highest growth in Euro-
dog food trends Hubert Wieser, regional director pean countries outside Germany,
In the view of Plaček Pet Products, for Central Europe at the com- but business is on the increase
cat food follows the same well- pany. Nestlé Purina has even at home too.” Speaking about
known trends as dog food, for ex- succeeded in becoming mar- the cat food market, the manager
ample humanisation, and feeding ket leader in the cat food seg- considers transparency to be a
pets with high-quality natural food ment in supermarkets for the major trend in the pet food mar-
based on functional ingredients. first time, and with Felix it has ket. “Purchasing behaviour in the
Another trend perceived by the the biggest pet food brand in pet food and human food sphere
company is the long-term continual Germany, according to the man- is becoming increasingly simi-
growth of single-serve wet cat food ager. The company brought out lar,” comments Kerssenbrock. He
in pouches, cups and tiny cans. the new product Pro Plan Live thinks the growing demand for
Placˇek Pet Products also cites Clear, which Wieser says is the premium food is based primar-
new wet products, both as food first cat food to significantly re- ily on the desire of pet owners to
and treats, which are developing duce allergens with the aid of do something good for their four-
legged friends.
“CuRRENTly wE SEE CaT FOOD FOllOwING SOME
alREaDy kNOwN DOG FOOD TRENDS lIkE HuMa- Sustainability is popular
NISaTION OR FuNCTIONal INGREDIENTS.” Christian Numsen, managing di-
Dušan Plaček (Plaček Pet Products) rector of Pets Nature, is delighted

by a “disproportionately positive
trend in Germany and the export
well, according to the company. Ex- a special protein and thus pro- markets”. He perceives particu-
amples of this category are drinks, vide major relief for cat lovers larly high growth in cat food in
soups, broths and pasta, both in with allergies. A new addition in China and Poland. As well as
single-serve or reclosable pouches the premium segment is Gour- the unique circumstances of
and tubes. To meet the latest con- met Relevations, a fine mousse the coronavirus period, he be-
sumer trends, the company has re- made from high-grade ingredi- lieves the high respect in which
cently introduced innovations into ents and sauce, which contains Germany is held as a produc-
its own portfolio for cats under the no colourings or added aromas tion location (“made in Ger-
Ontario brand. It now comprises and preservatives. Nestlé Purina many”) and the gradual estab-
kibbles with functional natural ben- has also brought treats with su- lishment of his company in the
efits, pasta in reclosable pouches, perior natural ingredients such international market for quality
soups, drinks, a fresh brunch line as catmint and goji berries onto pet food and treats are major
in cups and a herb line in pouches the market this year. reasons for their success in the
with added natural benefits known Seitz Tiernahrung, which is cat segment. In the coming year,
to support good digestion and im- very strong mainly in the ca- Pets Nature intends to launch a
munity. nine segment, is seeing rising price-conscious premium food for

30 PET worldwide 4|2021

PWW2021-04_Buch.indb 30 21.09.2021 15:30:17