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Rumors of Cat Mafia Sweep Berlin: Mystery of the Missing Cats

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Vanishing moggies and the sight of sinister vans with darkened windows have sparked rumors of a cat-snatching mafia stalking Berlin. Germany’s animal welfare organization has its doubts, but points out that the country is a major consumer of cat fur. Fortunately, the European Union is about to put a…

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Target group and survey size: Target about 3000 households with dogs in Germany, which is about 0.15%. Dog owners who are going to the pet shops or usually using social media.

Survey form: online and offline simultaneously. We could join a community of German dog owners and publish our questionnaire. At the same time, we can try to contact some pet special retailers in Germany and ask them to print some of our questionnaires and distribute them to the customers in the stores. This is because, according to the survey, nearly 80 percent of Germans who own dogs visit pet retailers to buy pet goods.

Information that could be obtained...

1. The number and types of dogs in German dog-keeping households

2. The size of dogs in German households

3. Have you ever purchased a pet wearable device? What contents does it include

4. How much money are you willing to spend on pet wearable devices

5. What do you focus on when buying pet wearable devices

This information will be used by Millie Inc.

1. Know whether the current product functions of Millie company meet the expectations of German dog families.

2. Understand the economic situation of target customers and try to set a price more acceptable to them.

3. Understand the current competition situation of similar products in Germany, whether there is fierce product competition, and whether it is convenient to expand the market.

4. Understand the necessity of making pet wearable devices with different specifications

5. Understand the understanding of wearable devices among German dog-owning families, and whether Millie Inc. need to invest a large amount of money in promoting the total products.

6. Understand the demand of German dog families for products.

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Target group: Cat owners who are active in German social media communities

Survey size:
Aiming for 3500 cat owners to respond to survey (~10% of largest German cat owners Facebook community)

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German families with dogs spend a lot of money on pet supplies and accessories, up to 225 million Euros, and the growth is rapid. According to statistics, the consumption amount in 2020 increased by 4.7% compared with the previous year.

Specialty pet retailers were the main sales channel for pet supplies and accessories, accounting for 79%. But online sales also rose significantly due to the COVID-19, reaching 822 million euros.

Most pet owners are middle-aged and elderly, with only 17% of pet owners under 29 years old and 25% of pet owners over 60 years old

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Last year was also an unusual one for the German pet industry: Revenues grew significantly in some areas, and the number of animal companions also increased overall: Almost half of the households in Germany now have a pet. With an aggregate revenue of EUR 4.513 billion, the retail trade in speciality and food products from physical sales outlets enjoyed revenue growth of 4.3 percent in 2020. The revenue component represented by ready-to-eat pet foods came to EUR 3.460 billion, or 4.6 percent higher than in the previous year. Strong gains were also recorded in the supplies and accessories segment, with revenues of EUR 1.053 billion (up 3.5 percent). Online sales added EUR 822 million and feed for wild birds another EUR 128 million. Aggregate revenues in the German pet industry is therefore on the order of EUR 5.5 billion.

Continued growth in revenue from dog food - snacks a driving force on the market

The market for dog food continued to grow in 2020, with revenue from physical sales outlets reaching EUR 1.567 billion, or an increase of 4.0 percent. Snacks were the main driver of growth in this area, with growth of 6.0 percent to EUR 602 million. Solid revenue growth was also recorded in the canned food segment (EUR 502 million, up 3.1 percent) and dry food (EUR 463 million, up 2.4 percent).

Cat food market still the largest food segment

With an aggregate revenue of EUR 1.680 billion, or an increase of 5.3 percent compared with the previous year, the market for cat food remained the largest food segment in 2020. The strongest driver of growth was the snacks segment (including cat milk), which grew by 9.4 percent to a total of EUR 268 million. Strong growth was also recorded in the canned food segment (EUR 1.105 billion, up 5.0 percent) and dry food (EUR 307 million, up 2.7 percent).

Food for other pets and wild birds also trending upward

The small animal, fish, and bird food markets all showed encouraging progress in 2020. The small animal food segment remained the third-strongest performer among feeds, after cat and dog food, and enjoyed further growth following the increase in revenues via traditional sales channels recorded in the previous year - up 4.6 percent to EUR 91 million. Positive growth was also recorded in the fish food segment (EUR 55 million, up 3.8 percent) and, following slight declines in the previous year, bird food (EUR 67 million, up 3.1 percent). Another EUR 128 million was generated by feed for wild birds: an increase of 2.4 percent compared with the year before.

Products for cats and dogs enjoy strongest growth among supplies and accessories

Revenue for physical sales outlets in the supplies and accessories segment amounted to EUR 1.053 billion in 2020, an increase of 3.5 percent compared with 2019. As in earlier years, cat litter made up the largest proportion of this figure, with growth of 2.8 percent to EUR 292 million. The top scores for growth went to supplies and accessories for cats (up 4.8 percent to EUR 218 million) and dogs (up 4.7 percent to EUR 225 million). Revenue figures for pet fish supplies and accessories also continued to increase by 2.7 percent to EUR 190 million.

After the pet bird supplies and accessories segment ended 2019 at the same level as the year before, it was gratifying to see a 3.1 percent increase in revenue in 2020 to EUR 33 million. The upward trend in supplies and accessories for small animals observed in previous years came to an end in 2020, closing the year with growth of 2.2 percent to EUR 95 million, the same as in 2018.

"I agree with many experts in our sector that the COVID-19 pandemic was a relevant factor that influenced revenue developments in the German pet market," says Norbert Holthenrich, President of the German Pet Trade & Industry Association (ZZF). "For many people pets are members of the family, and they're prepared to pay to keep them healthy. Last year, the focus was on looking after pets, ensuring that they ate well, and making new purchases for the people and pets at home. That's clear from the higher revenues for snack rewards and spending on toys, fishponds, and vivaria." Pets can now be found in almost half of German households, and they were well taken care of during the COVID-19 crisis: "Expressly acknowledging the systemic relevance of the speciality pet retail sector at the start of the first lockdown in the spring of 2020 was the right decision, and an important one," Holthenrich observes.

Retail food the strongest sales channel for ready-to-eat pet food: Speciality retail still the leader in supplies and accessories

Even if the speciality retail sector increased its share of the pet food market slightly, foodstuff retail (including chemists and discounters) asserted itself as the principal sales channel for ready-to-eat pet food, with revenues of EUR 2.120 billion and a 61 percent revenue share.The speciality trade for supplies and accessories increased its revenues to EUR 835 million, and it remains the most important sales channel in this segment with a revenue share of 79 percent.

Marked growth in online trade

The growing importance of the Internet for purchasing pet products made itself known once again in 2020, the year of the coronavirus. Estimated revenues for the year came to EUR 822 million, an increase of EUR 117 million (more than 16 percent) compared with 2019. Data broken down by animal species isn't yet available for the online market.

About 35 million pets in Germany

Almost half of all households in Germany (47 percent) included pets in 2020. In total, Germans lived with 34.9 million dogs, cats, small mammals, and pet birds, almost one million more than in the previous year. This figure doesn't include large numbers of fish and terrarium species. 66 percent of all families with children had a pet, and 13 percent of all households had at least two types of pets. This result was obtained from a representative household survey by market research institute Skopos that was commissioned by IVH and ZZF at the start of the second lockdown in the autumn of 2020 (telephone survey based on 7,000 interviewees).

Cats are still the favourite pets in Germany

Cats are still the no. 1 pet in Germany, with 15.7 million in 26 percent of households. Cats make up 52 percent of the pet population, with dogs in second place at 10.7 million in 21 percent of households. Based on the latest survey, the proportion of mixed-breed dogs declined from 47 to 42 percent. Five percent of German households accounted for 5.0 million small animals like rabbits, guinea pigs, hamsters, and mice. Birds kept as pets totalled 3.5 million in three percent of German households in 2020. In the same period, there were 1.8 million aquariums in four percent of households, 1.4 million fishponds with pet fish in three percent of households, and 1.3 million terraria in two percent of households in Germany.

"Although the growth in dog and cat numbers is of course especially pleasing to note, it's not entirely unexpected," says Georg Müller, Chairman of the Pet Supplies Industry Association (Industrieverband Heimtierbedarf, IVH). "The trend toward four-legged animals, dogs and cats in particular, has continued for many years, and it has definitely received a boost from the unusual home office situation during the COVID-19 crisis in 2020. But our survey shows that across all pet species, the main reasons for getting a pet are either the circumstances being right or to obtain a replacement following the death of a previous pet. Regardless of what the definitive reason is for acquiring an animal companion, the focus should always be on the well-being of the animal and its needs," Müller summarises.

Many pets live in multi-person households.

Most pets in Germany live in multi-person households. The figures declined from 35 to 34 percent in pet-owning households with two human occupants in 2020, and those with three people or more remained static at 35 percent. 31 percent of pets live in single-person households compared with 30 percent in 2019.

Most pet owners are in mid-life

There were no major changes in the age of pet owners compared with 2019. Many pet owners are still in their middle years: 16 percent are aged between 30 and 39 (2019: 16 percent), 19 percent between 40 and 49 (2019: 20 percent) and 22 percent between 50 and 59 (2019: 22 percent). The proportion of pet owners aged 29 or younger was unchanged at 17 percent, while the proportion of pet owners aged over 60 increased slightly to 25 percent (2019: 24 percent).

The conclusion is shared by Müller and Holthenrich: "Market performance in the pet industry and the growing number of pets in Germany show that Germans still like living with pets and that they're conscientious about caring for their animal friends - perhaps especially in unusual times like the current pandemic."

_______________
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The German pet market in 2020: More revenue, more pets | Interzoo

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Last year was also an unusual one for the German pet industry: Revenues grew significantly in some areas, and the number of animal companions also increased overall: Almost half of the households in Germany now have a pet.

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Afimilk Ltd. (Silent Herdsman Limited)、Datamars、DeLaval International AB、DogTelligent, Inc.、Equisense、Findster Technologies、Fitbark, Inc.、Furtrieve LLC、Garmin Ltd.、GEA Group AG 、GoPro Inc.、IceRobotics, Ltd. , Whistle Labs

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Afimilk Ltd. (Silent Herdsman Limited)、Datamars、DeLaval International AB、DogTelligent, Inc.、Equisense、Findster Technologies、Fitbark, Inc.、Furtrieve LLC、Garmin Ltd.、GEA Group AG 、GoPro Inc.、IceRobotics, Ltd. , Whistle Labs

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At present, well-known brand of pet wearable devices in Germany

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Target Group - Veterinary Service Industry

1. The vet market sale is around 4 billion euros as in the 2022 update report, and the growth rate increased at a rate of 2.4% over five years

2.  Regulated in Germany

3. there are a total of 12,142 vet businesses

("IBISWorld - Industry Market Research, Reports, and Statistics," 2022)

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Information that could be obtained...

1. How many pets do they serve in a week

2. the most common health issues with pets.

3. Do they encounter any injured pets due to lost and found by owners

4. How do they maintain pets’ health records (paper, electronic, IoT, etc.)

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This information will be used by Millie Inc..

1. To understand the magnitude of pet visits to determine the revenue generation opportunity in the VET Market.

2. The diagnosis of any common health issues found by vets can be triggered by features provided by Millie’s Inc devices.

3. any pattern of injuries in lost cases by pet owners, including capitalizing on the device’s IoT technology for vets that maintain electronic health records.

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In 2020, 26% of households in Germany had at least one pet cat (approximately 10.4 million households).

Source: https://www.statista.com/statistics/517014/households-owning-cats-dogs-europe-germany/#:~:text=As%20of%202020%2C%2021%20percent,Germany%20owned%20a%20pet%20dog.

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Germany: households owning cats and dogs 2020 | Statista

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This statistic presents the estimated share of households owning at least one cat or one dog in Germany from 2010 to 2020.

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Potential information garnered from survey:

1. The location of the household

2. If the owner allows their cat(s) to be allowed outside

3. History of purchasing wearable accessories for cats

4. Interest in tracking whereabouts of cats

5. Amount cat owners are willing to spend on cat tracking devices

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How information will be used by Millie Inc.:

1. To better understand how the Millie Inc device may benefit indoor/outdoor cats.

2. To gauge the device's usability in a country that already requires microchips for cats by law. (Source: https://handbookgermany.de/en/pets#:~:text=The%20animal%20must%20have%20a%20microchip%2C%20a%20vaccination%20certificate%20and,person%20must%20accompany%20the%20animal)

3. To gauge pricing for Millie Inc devices specifically for cats.

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Dogs, cats, budgerigars, fish, mice... - there are countless animals people like to keep as pets. A pet can bring much joy, but also requires care and responsibility. In this chapter, you can learn about the most important regulations and general issues concerning pets.

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Dogs, cats, budgerigars, fish, mice... - there are countless animals people like to keep as pets. A pet can bring much joy, but also requires care and responsibility. In this chapter, you can learn about the most important regulations and general issues concerning pets.

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In 2020, 21% of households in Germany had at least one dog.(≈18million household)

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Germany: households owning cats and dogs 2020 | Statista

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This statistic presents the estimated share of households owning at least one cat or one dog in Germany from 2010 to 2020.

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Source: IBISWorld - Industry Market Research, Reports, and Statistics. Ibisworld.com. (2022). Retrieved 7 September 2022, from https://www.ibisworld.com/germany/industry/veterinary-services/965/.

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https://www.german-way.com/lost-pets-in-germany/

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The German Way & More - Language and Culture in Austria, Germany and Switzerland

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Lost Pets in Germany - The German Way & More

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Losing a pet is an experience I don’t like to relive, but I am sharing my trauma in the hopes it will relieve your drama if you ever find yourself in a similar situation. Here’s the story of how we lost our cat in Berlin - and got

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Target Group: Pet shops
There are more than 5000 independent pet shops, but their market share has dwindled to less than 15 percent.

Almost half of all households in Germany have pets in 2020. Physical sales outlets have increased by 4.3 per cent in 2020. Online sales also have a big growth.

The common ways to find that lost pet are: to post the information on social media; contact the authorities.

Information that could be obtained:
1. How often do the customers go to pet shops in one week?

2. The price the customers wanna spend on pet wearable devices.

Information will be used by Millie Inc:
1. Need a good understanding of pet wearable devices.

2. To know the prices in different suburbs and countries.

3. To know the price difference between physical stores and online stores.

4. The demand of customers and the investment should be applied to product pet wearable devices

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read the task description of Journal 3 and complete your homework before next workshop

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read the task description of Journal 3 and complete your homework before next workshop

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Under each category, you should identify and characterise a practically approachable group to survey.
For example, if you have picked Dog Owners, then how many dog owners do you intend to survey? How will you get your questionnaire to this target group? How big a sample do you need to survey in order to collect information useful to Millie Inc?

good luck for next workshop,

Regards,
Bharat

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https://www.interzoo.com/en/news/newsletter/2021-newsletter-april4-ds0c8yucj4_pireport

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Last year was also an unusual one for the German pet industry: Revenues grew significantly in some areas, and the number of animal companions also increased overall: Almost half of the households in Germany now have a pet. With an aggregate revenue of EUR 4.513 billion, the retail trade in speciality and food products from physical sales outlets enjoyed revenue growth of 4.3 percent in 2020. The revenue component represented by ready-to-eat pet foods came to EUR 3.460 billion, or 4.6 percent higher than in the previous year. Strong gains were also recorded in the supplies and accessories segment, with revenues of EUR 1.053 billion (up 3.5 percent). Online sales added EUR 822 million and feed for wild birds another EUR 128 million. Aggregate revenues in the German pet industry is therefore on the order of EUR 5.5 billion.

Continued growth in revenue from dog food - snacks a driving force on the market

The market for dog food continued to grow in 2020, with revenue from physical sales outlets reaching EUR 1.567 billion, or an increase of 4.0 percent. Snacks were the main driver of growth in this area, with growth of 6.0 percent to EUR 602 million. Solid revenue growth was also recorded in the canned food segment (EUR 502 million, up 3.1 percent) and dry food (EUR 463 million, up 2.4 percent).

Cat food market still the largest food segment

With an aggregate revenue of EUR 1.680 billion, or an increase of 5.3 percent compared with the previous year, the market for cat food remained the largest food segment in 2020. The strongest driver of growth was the snacks segment (including cat milk), which grew by 9.4 percent to a total of EUR 268 million. Strong growth was also recorded in the canned food segment (EUR 1.105 billion, up 5.0 percent) and dry food (EUR 307 million, up 2.7 percent).

Food for other pets and wild birds also trending upward

The small animal, fish, and bird food markets all showed encouraging progress in 2020. The small animal food segment remained the third-strongest performer among feeds, after cat and dog food, and enjoyed further growth following the increase in revenues via traditional sales channels recorded in the previous year - up 4.6 percent to EUR 91 million. Positive growth was also recorded in the fish food segment (EUR 55 million, up 3.8 percent) and, following slight declines in the previous year, bird food (EUR 67 million, up 3.1 percent). Another EUR 128 million was generated by feed for wild birds: an increase of 2.4 percent compared with the year before.

Products for cats and dogs enjoy strongest growth among supplies and accessories

Revenue for physical sales outlets in the supplies and accessories segment amounted to EUR 1.053 billion in 2020, an increase of 3.5 percent compared with 2019. As in earlier years, cat litter made up the largest proportion of this figure, with growth of 2.8 percent to EUR 292 million. The top scores for growth went to supplies and accessories for cats (up 4.8 percent to EUR 218 million) and dogs (up 4.7 percent to EUR 225 million). Revenue figures for pet fish supplies and accessories also continued to increase by 2.7 percent to EUR 190 million.

After the pet bird supplies and accessories segment ended 2019 at the same level as the year before, it was gratifying to see a 3.1 percent increase in revenue in 2020 to EUR 33 million. The upward trend in supplies and accessories for small animals observed in previous years came to an end in 2020, closing the year with growth of 2.2 percent to EUR 95 million, the same as in 2018.

"I agree with many experts in our sector that the COVID-19 pandemic was a relevant factor that influenced revenue developments in the German pet market," says Norbert Holthenrich, President of the German Pet Trade & Industry Association (ZZF). "For many people pets are members of the family, and they're prepared to pay to keep them healthy. Last year, the focus was on looking after pets, ensuring that they ate well, and making new purchases for the people and pets at home. That's clear from the higher revenues for snack rewards and spending on toys, fishponds, and vivaria." Pets can now be found in almost half of German households, and they were well taken care of during the COVID-19 crisis: "Expressly acknowledging the systemic relevance of the speciality pet retail sector at the start of the first lockdown in the spring of 2020 was the right decision, and an important one," Holthenrich observes.

Retail food the strongest sales channel for ready-to-eat pet food: Speciality retail still the leader in supplies and accessories

Even if the speciality retail sector increased its share of the pet food market slightly, foodstuff retail (including chemists and discounters) asserted itself as the principal sales channel for ready-to-eat pet food, with revenues of EUR 2.120 billion and a 61 percent revenue share.The speciality trade for supplies and accessories increased its revenues to EUR 835 million, and it remains the most important sales channel in this segment with a revenue share of 79 percent.

Marked growth in online trade

The growing importance of the Internet for purchasing pet products made itself known once again in 2020, the year of the coronavirus. Estimated revenues for the year came to EUR 822 million, an increase of EUR 117 million (more than 16 percent) compared with 2019. Data broken down by animal species isn't yet available for the online market.

About 35 million pets in Germany

Almost half of all households in Germany (47 percent) included pets in 2020. In total, Germans lived with 34.9 million dogs, cats, small mammals, and pet birds, almost one million more than in the previous year. This figure doesn't include large numbers of fish and terrarium species. 66 percent of all families with children had a pet, and 13 percent of all households had at least two types of pets. This result was obtained from a representative household survey by market research institute Skopos that was commissioned by IVH and ZZF at the start of the second lockdown in the autumn of 2020 (telephone survey based on 7,000 interviewees).

Cats are still the favourite pets in Germany

Cats are still the no. 1 pet in Germany, with 15.7 million in 26 percent of households. Cats make up 52 percent of the pet population, with dogs in second place at 10.7 million in 21 percent of households. Based on the latest survey, the proportion of mixed-breed dogs declined from 47 to 42 percent. Five percent of German households accounted for 5.0 million small animals like rabbits, guinea pigs, hamsters, and mice. Birds kept as pets totalled 3.5 million in three percent of German households in 2020. In the same period, there were 1.8 million aquariums in four percent of households, 1.4 million fishponds with pet fish in three percent of households, and 1.3 million terraria in two percent of households in Germany.

"Although the growth in dog and cat numbers is of course especially pleasing to note, it's not entirely unexpected," says Georg Müller, Chairman of the Pet Supplies Industry Association (Industrieverband Heimtierbedarf, IVH). "The trend toward four-legged animals, dogs and cats in particular, has continued for many years, and it has definitely received a boost from the unusual home office situation during the COVID-19 crisis in 2020. But our survey shows that across all pet species, the main reasons for getting a pet are either the circumstances being right or to obtain a replacement following the death of a previous pet. Regardless of what the definitive reason is for acquiring an animal companion, the focus should always be on the well-being of the animal and its needs," Müller summarises.

Many pets live in multi-person households.

Most pets in Germany live in multi-person households. The figures declined from 35 to 34 percent in pet-owning households with two human occupants in 2020, and those with three people or more remained static at 35 percent. 31 percent of pets live in single-person households compared with 30 percent in 2019.

Most pet owners are in mid-life

There were no major changes in the age of pet owners compared with 2019. Many pet owners are still in their middle years: 16 percent are aged between 30 and 39 (2019: 16 percent), 19 percent between 40 and 49 (2019: 20 percent) and 22 percent between 50 and 59 (2019: 22 percent). The proportion of pet owners aged 29 or younger was unchanged at 17 percent, while the proportion of pet owners aged over 60 increased slightly to 25 percent (2019: 24 percent).

The conclusion is shared by Müller and Holthenrich: "Market performance in the pet industry and the growing number of pets in Germany show that Germans still like living with pets and that they're conscientious about caring for their animal friends - perhaps especially in unusual times like the current pandemic."

_______________
Archive of Newsletter Interzoo news Subscribe to the Interzoo newsletter and stay informed!
Newsletter subscription

# data[].attributes.attachment_link.title
The German pet market in 2020: More revenue, more pets | Interzoo

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Last year was also an unusual one for the German pet industry: Revenues grew significantly in some areas, and the number of animal companions also increased overall: Almost half of the households in Germany now have a pet.

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Crystal - Cat owners
Chunmei - Dog owners
Ningfei - Retailers
Abiha - Care providers

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German Government

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Pet stores & shelters

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Pet owners

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retailers of pet and pet accessories

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Cats and dogs are the first two most popular pets in Germany

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Pet shops

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Pet supply market in Germany continues to grow with total sales of around 6 billion euros

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Germany has an Animal Protection Law in place, e.g. it is against the law to allow dogs to roam unattended and without a leash, it is strictly forbidden to abandon pets, pets must have a microchip

Source: https://handbookgermany.de/en/pets#:~:text=The%20animal%20must%20have%20a%20microchip%2C%20a%20vaccination%20certificate%20and,person%20must%20accompany%20the%20animal.

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Dogs, cats, budgerigars, fish, mice... - there are countless animals people like to keep as pets. A pet can bring much joy, but also requires care and responsibility. In this chapter, you can learn about the most important regulations and general issues concerning pets.

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Dogs, cats, budgerigars, fish, mice... - there are countless animals people like to keep as pets. A pet can bring much joy, but also requires care and responsibility. In this chapter, you can learn about the most important regulations and general issues concerning pets.

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How will you get your questionnaire to this target group?
Approaching cat owner communities on popular social media platforms. Approximately 72.6 million social media users were counted in Germany in January 2022 (approximately 86.5% of the population).

Sources:
https://www.gaasly.com/blog/social-media-trends-in-germany

Leading social media & messaging applications:

1. Whatsapp (83% of respondents)

2. Facebook (60.7% of respondents)

3. Instagram (53.9% of respondents)

Source: https://www.statista.com/statistics/867539/top-active-social-media-platforms-in-germany/

Example of German social media communities:

🐈Katzenbesitzer unter sich🐈 (Facebook, 35k members) https://www.facebook.com/groups/katzenbesitzeruntersich

Dog & Cat Owners in Berlin (Facebook, 3.9k members) https://www.facebook.com/groups/1705412243022061/

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Most popular social media and messengers Germany 2021 | Statista

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WhatsApp was the leading actively used messenger service in Germany in 2021.