Desenvolvimento do mercado petcare e petfood – estudo de caso
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2017
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O alimento é o aspecto mais importante no cuidado a ter com os nossos pets (animais domésticos), assim é relevante termos em atenção não só, quais destes são benéficos para a saúde, como também quais são aliciantes para os animais e para os seus tutores.
O mercado de petfood continua ativo e requer cada vez mais reavaliações aos produtos, a fim de concluir a adequação e eficácia dos novos produtos. A chave principal do sucesso mantém-se a mesma, a palatibilidade, pois é esta característica que leva à tentação e consequente consumo do alimento. Portanto deve continuar-se a dar-lhe a máxima importância.
Com este trabalho pretende-se fazer uma revisão do crescimento do mercado petcare em Portugal, comparando-o à situação atual a nível Mundial e rever as novas tendências.
Para este efeito, foi realizado, durante o evento ―Pet Festival‖, que teve lugar no centro de exposições da Feira Internacional de Lisboa (FIL), entre os dias 29 a 31 de janeiro de 2016, um questionário aos visitantes, acerca do conhecimento do sistema de classificação de alimentação, no qual se concluiu que 72,92% (299/410) dos inquiridos estariam a par da classificação existente nas diferentes gamas de petfood. A par disto, as gamas premium e superpremium tendem cada vez mais a entrar nos lares dos Portugueses, o que revela que os tutores estão cada vez mais preocupados com a qualidade do alimento e por conseguinte cada vez mais disponíveis a aumentar os seus gastos em relação à alimentação dos seus animais.
Assim conclui-se que o mercado em Portugal se enquadra na situação actual da Europa Ocidental, observando-se um amadurecimento, manifestado pelo crescimento na compra de gamas de premium e superpremium petfood e pelo decréscimo da aquisição de gamas mais económicas e gamas de meia tabela.
Nutrition is the most important aspect in caring for our pets. Therefore, we should be aware of which nutritive elements are beneficial for their health, as well as those that are appealing for them and their tutors. The Pet-food market remains active and requires increasingly more reassessments of the products, in view of achieving the adequacy and effectiveness of new products. The key to success remains the same, the palatability, since it is this characteristic that leads to temptation and the resulting consumption of the nutritive element. Therefore, we should continue to give it the most importance. This dissertation seeks to reassess the growth of the pet-care market of Portugal, comparing it with the current global situation and review new trends. With this goal in mind, we conducted a questionnaire to visitors of the "Pet Festival", which took place at the exhibition center of the International Fair of Lisbon (Feira Internacional de Lisboa: FIL) between 29 and 31 January 2016. The questionnaire touched upon the knowledge of the food classification system, which concluded that 72.92% (299/410) of the respondents were aware of this type of division between different ranges of Pet-food. Moreover, the premium and super-premium ranges have increasingly tended to enter the homes of Portuguese people, revealing that tutors are increasingly more available to spend more money in acquiring food for their animals/pets. We have concluded that the market in Portugal fits into the current context of Western Europe, which is maturing, as expressed by the growth in purchases of premium and super-premium pet-food to the detriment of more economic and mid-table ranges.
Nutrition is the most important aspect in caring for our pets. Therefore, we should be aware of which nutritive elements are beneficial for their health, as well as those that are appealing for them and their tutors. The Pet-food market remains active and requires increasingly more reassessments of the products, in view of achieving the adequacy and effectiveness of new products. The key to success remains the same, the palatability, since it is this characteristic that leads to temptation and the resulting consumption of the nutritive element. Therefore, we should continue to give it the most importance. This dissertation seeks to reassess the growth of the pet-care market of Portugal, comparing it with the current global situation and review new trends. With this goal in mind, we conducted a questionnaire to visitors of the "Pet Festival", which took place at the exhibition center of the International Fair of Lisbon (Feira Internacional de Lisboa: FIL) between 29 and 31 January 2016. The questionnaire touched upon the knowledge of the food classification system, which concluded that 72.92% (299/410) of the respondents were aware of this type of division between different ranges of Pet-food. Moreover, the premium and super-premium ranges have increasingly tended to enter the homes of Portuguese people, revealing that tutors are increasingly more available to spend more money in acquiring food for their animals/pets. We have concluded that the market in Portugal fits into the current context of Western Europe, which is maturing, as expressed by the growth in purchases of premium and super-premium pet-food to the detriment of more economic and mid-table ranges.
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Orientação: Daniel Murta
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MESTRADO INTEGRADO EM MEDICINA VETERINÁRIA, VETERINÁRIA, MEDICINA VETERINÁRIA, ALIMENTAÇÃO ANIMAL, MERCADOS, ESTUDOS DE CASO, VETERINARY MEDICINE, ANIMAL FEEDING, MARKETS, CASE STUDIES