‘One to two’initiatives‘created by him, another, his constant work Law officeand third, a full career in the food industry. But for Gonzalo Noy, Exhibition Font And Joseph FontStarting a ready-made, home-delivered food company for dogs was a winning bet. And so far this has proven to be the case. Because what at that time had a turnover of less than 500,000 Euros is today a 3,000 square meter factory and a warehouse. Terrace (barcelona) and aims to close the year with a business volume of over 25 million euros. Now Dogfy DietThere is no lack of competition.
In a report focusing on the sector since the beginning of the year’pet food‘, Alimarket for example he mentions this line: animal feed based on natural ingredients and artisanal cooking of the company Visa; a paste Affinity Pet Care free of colorants or preservatives and the entire product range natural ingredients, croquettes and snacks. Also from the manufacturer’s recipe offer Gosby, prepared in collaboration with chef Paco Pérezhas five Michelin stars; in the growth of ‘startups’ dedicated to creating ‘real food’ recipes for animals Wow and Cat anyone Natuka; or the upcoming launch of yogurt and ice cream for dogs under the following brands yowup anyone Yogupetand even kind of special food processor for pets related to Kibus Pet Care.
In fact, the list goes far beyond the food universe. They already exist genetic testing for dogs (petgenetik), Match works in a construction pet dating appHE Barcelona Airport – El Prat This summer, the ‘pet assistance’ area in the facilities increased from one to four, and new stores were opened. left handed They have fountains for dogs, it’s becoming increasingly common to see pharmacies and supermarkets chapters devoted solely to the animal world, as well as restaurants with dog menus, private nurseries, pet water parks and others baby clothing store also has a line animals. The latter makes sense, considering that the most frequently repeated explanation for this phenomenon is a low birth rate.
“We are in one of the least populated countries” reproductive rate While the rate that ensures the continuity of the population is around 2, we are faced with 1.2 children per woman worldwide: We have gone backwards, even more. Pandemic“contextualizes President of the Col·legi d’Economistes Retail Commission, Nuria Beltrán. “Pets replace this maternal and paternal instinct,” says this economist.
According to the data received National Institute of Statistics (INE), While there were 10 children born per 1,000 people in 2002, this number was 7 in 2021, according to the latest available data. On the other hand, the number of households with pets is increasing, representing almost 40% of households in Spain. And so, while the number of Spaniards under the age of 20 is around 8 million, ANFAAC (National Pet Food Manufacturers Association) estimates a pet census of almost 31 million.
market opportunity
“There’s been a pretty progressive rise over the last 10 or 12 years, but the pandemic was a brutal turning point,” he explains president of AEDPAC, Spanish industry and trade association in the pet industry, Adolfo Santa-Olalla. “The industry is growing by double digits globally and will continue to grow, which is why many investment funds are investing in companies in our industry,” he notes.
“The big change (and big opportunity) in the market is that A bond is formed with the pet similar to the bond formed with another member of the family“, reflects on its part: Manager of Aecoc Retail Information and commercial specialist of this association of manufacturers and distributors, Pablo de la Rica. “The behavior of this type of consumer is similar to the behavior that occurs when you have someone in your care, attitudes are produced that are very close to what we do with people, making spending less rational, less sensitive to price, and other kinds of things are valued,” adds this expert.
This situation, in the midst of the inflationary crisis, 41 of 44 main companies focusing on food and animal care in Spain will increase their turnover in 2022According to Alimarket. AEDPAC attributes 4 percent growth to the sector 4 billion euro turnover When it last analyzed the market in depth (2020), the main retail chains in the industry were, Kiwoko And Tiendanimalis experiencing double-digit growth – although they warn that the sector overall is starting to show signs of slowing, most likely linked to inflation – or that it is increasingly easy to spot a solid commitment to the sector. Supermarket.
“It is common for many distribution chains Allocate a special area for Departments with high value or potential“says de la Rica, giving the following areas as examples: newborn products Where is it offered? feed anyone cosmeticsuntil furniture. “Now this is being recreated around pets,” he says.
Supermarket bet
Like this, there was a shelf not long ago. According to mesome to be and at most one shampoo anyone adapted baublein this case, now it is Bon Preu grouphighlighted areas with all kinds of products and even a ceiling where the customer can offer or exchange services related to the animal world. capraboIt is in the process of expanding both the space it allocates and the product diversity it offers, detecting an 18% growth in this segment this year. took expanded its catalog and added fresh protein to its recipes and Veritas He already sells vegan food.
” supermarket companies They try to meet all needs shopping, food and hygiene with one purchase that includes care for the most common pets,” he explains. Asedas communications director (Spanish Association of Distributors, Self-Services and Supermarkets), Nuria Cardoso. “There has been a huge response to the increase in the number of pets in Spanish homes in recent years. also increasing the supply of certain foods” confirms this.
And as a result, the market continues to gain followers. “We are very contradictory,” says Nuria Beltrán. “Yes, there is an inflation problem” many problems to make a livingBut there are priorities and this is a purely emotional issue.” Pablo de la Rica concludes: “What pets do, after all, is to respond to an existing and dramatic situation”: loneliness“.