Pet Products/Food Market Brief 2012

An Expert's View about Animal Food in Austria

Posted on: 18 Jul 2012

According to the Veterinarian Medical Chamber of Austria, there are currently more than 2,250 veterinarians in private practice in Austria–approximately 60% exclusively treat companion animals.

Austria: Pet Products/Food Market Brief 2012 Marta Haustein June 2012 Basic Information Austria Country Capital Vienna Pupulation 8.35 million GDP (ppp) $352.015 billion or $41.822 per capita (IMF database) Currency Euro Language German Industry Snapshot Austrians are animal lovers. According to statistics gathered in 2008, 47% of all Austrians have at least one pet; however the percentage drops to 33% in Vienna. Larger households with children are more likely to have a pet than those without, and most pet owners have only one pet. The most common pets are cats, which are to be found in over 20% of Austrian households. The number of cats in Austria is estimated at 1.5 million. The second most popular pet is the dog, of which there are approximately 581,000. In addition there are around 174,000 rodents (hamsters, rats, mice, and rabbits), 310,000 birds and around 108,000 reptiles being kept as pets. There are currently over 350 pet shops in Austria. Based on market trends and previous research, we estimate the current market for pet products in retail trade to be around $700 million. When the most recent survey was carried out in 2007, 27% of Austrians stated that they primarily purchased their pet foods at specialized retail (pet stores). The remaining 73% was purchased at supermarkets, drugstores, DIY stores and at veterinarian practices. While pet stores tend to be the first choice for pet supplies (around 70% of pet supplies are purchased in specialized retail), 64% of pet food purchases are made in supermarkets. Many Austrians “humanize” their pets, buying them Christmas presents, gourmet food and decorative accessories. The current trend towards healthier nutrition and organic products has export.gov The U.S. Commercial Service – Your Global Business Partner. 800-USA-TRADE also shown itself in the pet product market. Dogs are welcome in most restaurants and are frequently brought along when travelling on public transportation. For the past years, the media and Vienna’s department of waste management has been intensely promoting an awareness campaign focused on the dog excrement problem. Advertisements in newspapers and in billboards, as well as thousands of signs posted along side-walks remind the Viennese of their responsibility to clean up after their dog. Numerous dispensers of free baggies line the cities walkways and parks. Due to this campaign, products that provide a palatable method to reduce the volume of dog droppings on Vienna’s streets could have excellent market chances. According to the Veterinarian Medical Chamber of Austria, there are currently more than 2,250 veterinarians in private practice in Austria–approximately 60% exclusively treat companion animals. Market Access Trade in animals and animal related products is regulated by animal protection laws, which include a wide range of provisions including minimum sizes for aquaria/cages and “humane” conditions. For example, since 2005, pet stores are no longer allowed to hold puppies or kittens for sale on their premises because this practice was declared cruel. Austria has a strong animal rights activist scene and they do impact policy. The law governing pet food (Futtermittelgesetz 1999) is a ratification of EU regulations. According to this law, pet food must have local language labeling identifying it as pet food, and should not be rotten or present danger to humans or animals. Before pet food can be marketed in Austria, it must be registered and approved by the Ernährungsagentur – Institut für Futtermittel. According to the EU TARIC, there are currently no duties or restrictions on pet food (HS 2309). Resources Zoo Fachhandel der Wirtschaftskammer Wien Österreichische Tierärztekammer Lobby in Vienna for Pet Stores Austrian Veterinarians Associaion Schwarzenbergplatz 14, 4. Stock, Zi. 409 Biberstraße 22 1040 Vienna, Austria 1010 Vienna, Austria Tel. +43 1 51450 3283 Tel. +43 1 512 17 66 Fax +43 1 51450 3210 Fax +43 1 512 14 70 Email: karin.aigner@wkw.at Email: oe@tieraerztekammer.at www.zoo-fachhandel.at www.tieraerztekammer.at/ export.gov The U.S. Commercial Service – Your Global Business Partner. 800-USA-TRADE Distributors Fressnapf Tiernahrungs Likra Tierernährung ANA Qualitätstier- AustroPet - Ing. Franz GmbH GmbH & Co.KG nahrung KG Gonaus W Ignaz-Mayer-Straße estpreuenstr. 32-38 Bründlsteig 20 Ebersdorfer Str. 50 12 47809 Krefeld, Germany A-4021 Linz, Austria 1140 Wien, Au - 3200 Ober-Grafendorf, stria A Austria T Tel.: +43 732 7764 el. +49 2151 5191-0 +43 1 577 32 21 +43 2747 - 84 01 47-0 Fa Fax: +43 732 77 64 x: +49 2151 5191-299 +43 1 577 32 21 +43 2747 - 84 01 47-10 info@fressnapf.com info@likra.com office@husse.com office@austropet.at www.fressnapf.com www.likra.com www.husse.at www.austropet.at Fressnapf Tiernahrungs Oesterreich GmbH Josef Linder Straße 3 A-5073, Wals bei Salzburg Tel. +43 (0)662 855 200- 0 info@fressnapf.com www.fressnapf.com U.S. Commercial Service Contact Information (Ms) Marta Scheidl Haustein Commercial Specialist U.S. Commercial Service, Vienna Austria Email: Marta.Haustein@trade.gov Phone: +43-1-31 339 2205 Fax: +43-1-310 69 17 Website: http://www.buyusa.gov/austria/ export.gov The U.S. Commercial Service – Your Global Business Partner. 800-USA-TRADE
Posted: 18 July 2012