The Grocer Guide To Petcare 2022

Assisi Pet Care

Founded in September 2020, Assisi Pet Care has seen strong double digit organic growth over the past 12 months, as it continues to deliver against its ambitious plans to become a leading player in the European pet care sector.

Peter Mangion, CEO of Assisi Pet Care explains: “We saw the opportunity in the Pet Care market, even before Covid, and decided that it offered a significant opportunity, building on the big trends of pet humanisation and owners concerns to feed their pets with the best quality foods, snacks and treats. I have been an animal lover all my life and it is interesting to see how what we feed our pets has changed over the years.”

With two fast growing natural brands already in its UK portfolio and the recent acquisition of Maced, the long-established Polish manufacturer of natural dog treats, Assisi has started 2022 very much on the front foot.

Peter continues: “The market is clearly a huge one and, as we know, it has grown sharply as a result of increased pet populations during the pandemic.  We think that there is room for a player like us, one which is committed to the category, to innovating within it and, above all, one which is focussed on the well-being of the animals which consume our products.

Hollings – The natural choice for treats.

With dog ownership continuing to rise the demand and desire to feed our dogs the best natural treats continues along with it.

Suzy Broughton says: “We understand that modern dog owners, many of whom are new owners, are very inquisitive and highly invested in ensuring their dogs get the best natural treats available, even if some of their dogs’ favourites might not appeal to us humans!”

Hollings existing and extensive range of natural treats continues to go from strength to strength achieving 30%¹ growth over the past 12 months, delivering healthy margins to our retail partners.

HiLife – Launches into Dry Dog

With over 80%² of dog owners feeding a mix of food type, owners are having to compromise on their desire to feed 100% natural ingredients when it comes to the dry element of the daily meal.

It was therefore only natural for the brand to expand its range into the dry dog market launching two new recipes at the start of 2022.

Johnathan Dobney, Head of Sales at Assisi says “the demand for natural ingredients within our market is well recognised, offering a range that is 100% natural at a competitive price not only delivers what our owners are looking for, but will grow the whole category.”

Looking to the Future

2022 is set to be another exciting year of growth for Assisi and its brands.

Peter highlights “throughout 2021 we have been laying the foundations for the future of the group and to continue to grow our brands and presence in the UK market. With our latest acquisition of Maced, we immediately gain a significant market share in both Poland and Germany, and we have some very exciting new launches planned, across our portfolio, for the year ahead.”

¹ Company sales out 52 weeks to Jan 2022

² Company research Jan 2022