Mars Germany’s overall sales for fiscal 2012 came to € 1.26 bn, an increase of 2.4 per cent compared with the previous year, according to a statement by the company. As in 2011, the strongest business was pet food and pet requisites, which accounted for sales of € 697.2 mio, up 2.2 per cent on the previous year.
In a market environment that is experiencing fresh growth, Mars Petcare says it has around a quarter of the sector revenues (around 45 per cent in the supermarket trade), thus maintaining its position as “category leader” and market leader in dog and cat food.
Domestic sales and exports are both growing. According to Mars Petcare, good market momentum and above-average growth rates were secured in the premium dry cat food, cat care and treats and moist cat food segments. The company admits, however, that tinned and tray cat food and tinned and dry dog food are showing a negative trend. This is also confirmed by last year’s IRI data, in which Mars Petcare fared very poorly in the speciality retail trade in particular in the moist cat food segment.
For future market development Mars Petcare aims to back the strength and development of its core brand portfolio including the brands “Whiskas”, “Sheba”, “Cesar” and “Pedigree”, along with “Frolic” and “Kitekat”.
