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Austrian Pets Hunger for Quality U.S. Pet Foods
By Walter Krucsay
Like other developed Western nations,
Austria's population is "graying," and increasingly
living in single households. And it's a demographic truism that
people living alone tend to have pets. Together, these facts
should alert U.S. pet food exporters to the opportunity for
increased pet food sales in the Austrian marketplace, where 43
percent of households already have at least one pet.
Though U.S. suppliers now hold just a 5-percent share of the pet food import market, there's lots of room for sales growth in this European country.
Current pet food sales meet only 34 percent of the dietary needs of Austria's 1.5 million dogs and 38 percent of its half-a-million cats. Trade experts believe the market could increase another 80 percent, considering the trend toward buying more pet food for existing pets and the expected gradual increase in the number of pets.
Austria's Pet Food Marketplace
While Austria imported 28,000 metric tons of pet food in 1996, it exported 44,000 (a 27-percent increase over 1995). Its 13 factories produced 93,000 tons, and domestic sales reached 77,000 tons in 1996.
Austria's accession to the European Union (EU) in 1995 has been a boon for pet food buyers. The increased competition dropped the price of pet foods 10 to 15 percent below 1994's rates. Those lower prices are expected to continue through 1998.
The Austrian pet owner spends an average of about $12 per month on dog food and $11 per month on cat food, totaling just over $250 million per year for the country.
Most pet food is sold in supermarket chains, drug stores and gas-station shops that are supplied directly by large domestic producers. Distributors usually supply the pet shops, veterinarians and breeders.
Imports are rising, reaching 28,000 tons in 1996, a 24-percent increase over 1995. The major slice of the import pie comes from other EU countries (70 percent), predominantly France and Germany.
Import Regs Follow EU Standards
Pet food imports are governed by the Austrian feed law number 905 of 1993, feed ordinance number 273 of 1994 and feed ordinance number 183 of 1996. Legal requirements conform with EU standards.
Information on pet food requirements, including labeling, can be obtained from:
Federal Office and Research Center for Agriculture
Spargelfeldstrasse 191
A - 1220 Vienna 22
Austria
Tel.: (431) 28816-3232
Fax: (431) 28816-3303
Labeling must contain trademark, use (for which animal), composition, year and month of production, and minimum shelf life.
Since pet foods contain animal products, all imports must be accompanied by a veterinary certificate that guarantees the contents meet the sanitary standards of the importing country. The certificate, signed by USDA's Food Safety and Inspection Service, varies depending on the type of pet food (canned or dry). Commission Decision 94/309/EEC and 97/199/EC govern the certification process. Duties vary from $150 to $1,000 per ton, depending on content.
The author is an agricultural specialist with FAS' Office of Agricultural Affairs in Vienna, Austria. Tel.: (011-431) 31-339-2249; Fax: (011-431) 310-8208; E-mail: AgVienna@compuserve.com
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