This presentation contains information about the Dog Food Market of Spain, pet population, current trends in the market

1. Dog Food Market
Spain – 2017

2. MARKET INSIGHTS
Pet food market worth USD 1.5 Billion
Pet Specialty channels worth USD 281 million.
Differentiation and premiumization are driving
growth in Spain’s pet food market.
Rise of pet anthropomorphism and humanization.
Owners are now looking for natural and high-
quality products for their pets.

3. MARKET OVERVIEW
Dog population, Dog trends

4. DOGS RULE THE REGION
3.8
5.3
Cats
Dogs
Population in million
Spain has a dog population of 5.3 million.
Cats lag behind with a population of 3.8
million.

5. POPULAR DOG BREEDS IN SPAIN
Golden Retriever Labrador Retriever English Setter
Yorkshire Terrier German Shepherd French Bulldog
1. 2. 3.
4. 5. 6.

6. CURRENT TRENDS
Current trends in the Spanish dog-food market

7. SPANISH MARKET TRENDS
Human Grade
Premiumization
Natural and
organic
Grain free

8. PREMIUMIZATION
Premiumization is a key trend in the region.
Widespread attention to the health and well-
being of pets has led to the choice of high
quality food (premium foods)

9. HUMAN GRADE
Pet anthropomorphism has led pet parents to
feed their pets with food containing human
grade ingredients.
People are embracing a ‘Feed your dog what
you can eat’ mentality.
33% Spanish households have dogs as their
pets.

10. NATURAL AND ORGANIC
Growing concern among people regarding their
pets’ health.
This has led to a good scope for natural and
organic pet foods.
Consumers are willing to pay way more for an
organic product now than in the past.
Natural pet food sales dominate 16% of pet food
sales and are growing at a YOY rate of 22%

11. GRAIN FREE
Not all dogs are immune to gluten. This gluten
allergy can lead to Celiac disease.
This has led to the increasing sales of grain-
free pet foods in the region.
With increasing pet anthropomorphism, more
owners are being aware about the disease and
are purchasing grain-free foods.
3% share in the total pet food sales but growing
at a YOY rate of 36%.

12. DOG FOOD AND TREAT SALES
Consumer Behavior, Retail sales

13. DOGS ARE FAMILY
Dog owners are more likely
spend more to get high quality
foods for their dogs
82% 25% 70%
Dog owners consider dogs
to be a part of their family.
Dog owners purchase
treats for their dogs.

14. DOG FOOD SALES
Dog food dominates 78% of the total pet food sales.
Market is moving towards Premium Food and Treats –
mostly towards healthy and natural.

15. DOG FOOD GROSSING BILLIONS
Market Size of USD 1.17 Bn in 2016
Estimated to gross USD 1.6 M by 2020
with 78% share in the market.
Growing with a CAGR of 7%
1.17
1.25
1.34
1.53
1.64
2016 2017 2018 2019 2020
Retail market in USD Billions

16. SPAIN; A POWERHOUSE IN EUROPE
JAPAN
Dog population: 11m
Dog food market: US$ 1550 Mn
USA
Dog population: 77.8m
Dog food market: US$ 14.4 Bn
SPAIN
Dog population: 5.8 m
Dog food market: US$ 1.17 Bn

17. DOG TREATS GROSSING MILLIONS
Dog Treats dominate 11% of all pet food sales
in Spain.
USD 177 million worth sales in the year 2016.
The figure to reach USD 231 million growing at
7% per annum with 11% market share.
177
189
202
216
2016 2017 2018 2019 2020
Dog Treat retail sales in USD million
231

18. DISTRIBUTION CHANNELS
Specialized shops dominate a major portion of
the market.
Hypermarkets and Supermarkets come
second.
Discount outlets are the third ones with a
market share of almost 15%.
Hypermarkets
and
Supermarkets
30%
Specialized
Shops
49%
Discount Outlets
14%
Veterinary clinics
7%

19. SUMMARY
Spain is home to 5.3 million dogs.
Dog food sales was USD 1.17 billion in the year
2016.
Dog Treats share 11% of the market.
Market is moving towards Premium Food and Treats
– mostly towards healthy and natural.
5.3 million dogs in Spain
Market Size of USD 1.17
Bn in 2016
Dog Treats share 11% of the
market.
16% share in the market.
YOY growth rate of 22%
3% share in the market.
YOY growth rate of 36%
Dog food dominates 78%
of the market

20. ”Natural category dominates 16% of the market
with a YOY growth rate of 22%. Grain free
category shares 3% of the market with a YOY
growth rate of 36%.”
“Premium dry dog food and wet dog food are
expected to perform better than in previous years”
“The regulations imposed by both domestic
and EU constrain the ingredient usage and
promotes use of natural/organic products. ”
WHAT EXPERTS SAY
- Mordor Intelligence
- Euromonitor International
- CBC News, Canada
In Spain we spend €1,100 a year per pet, while
in the UK that figure is €2,500, and in the US,
€3,500”
- JOSÉ LUIS BLÁZQUEZ, OPENVET

21. ABOUT DOGSEE CHEW
Dogsee Chew and its products

22. NATURAL TREAT FOR NATURAL LOVE
Dogsee Chew is made only from 4 ingredients –
Yak Milk, Cow Milk, Lime Juice and Salt.
These chews are healthy and human grade, and
are handcrafted in the Himalayas.
Dogsee treats are 3 times harder than bones.
Dogsee Chew is a 100% natural and human
grade product; free from grain, gluten,
preservatives and artificial flavoring.

23. HIMALAYAS TO DOGS OF THE WORLD
Currently the biggest pet food trends in the
United States; Premiumization and
humanization.
Consumption of organic foods and products
is the other trend.
Dogsee products are premium, human
grade, 100% natural and organic.

24. 24
For the Love of Dogs, Passion for All Natural Food, and Affinity to the Himalaya.
WHY DOGSEE CHEW?
ALL NATURAL PRODUCT
Dogsee Chew is the answer
to Liver & Oral problems – All
Natural Treat with hard chewy
texture.
These chews are successful
in US and have Global
appeal.
ORIGINATED IN HIMALAYA
Himalaya Yak/Cow Milk Chews
can only be manufactured in
Himalayan Region of Nepal,
Bhutan and Sikkim.
HIGH MORTALITY RATE
Globally about 70% Dogs
don’t live their full life and
die in between 8 to 10
years.
LIVER & ORAL PROBLEMS
Liver Problems come from high
intake of
preservatives/chemicals, while
Oral issues come due to lack of
hard chews for dogs.

25. GLOBAL PRESENCE
Sold in over 8 countries. Making millions of Dogs happy every day.

26. AWARDS & RECOGNITIONS

27. We work to better the life of Stray Dogs around the World.
We support adoption of Stray Dogs
through
We are friends of
We provide our treats for free to VOSD to feed
stray dogs.
So far, over 100 dogs has been adopted in Bangalore
through #BOTA. We are their proud partners.
AND, WE REALLY LOVE DOGS!!

28. TALK TO US
Shirish Ghimire
Marketing Manager
Dogsee Chew
Email:
shirish@dogseechew.com

29. CONTENT CREDITS
Pet food trends shaping the world, GFK
Pet Products in Spain by Angela Turin

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I would also love to hear your feedback.
Write to me at:
shirish@dogseechew.com
shirishghimire46@gmail.com