46_01_Affinity Petcare.qxd
27/11/07
23:08
PĂĄgina 293
Leader in pet foods Cats and dogs have become part of our families. Between 25% and 40% of homes –depending on the country–, have one or more pets. Pet food is now another consumer good, taking up considerable space in general food stores and playing a major role for specialist pet shops. Affinity Petcare is an outstanding leader on the Spanish market, the third largest manufacturer in Europe and sixth in the world. Around the world, the pet food market is worth 32,000 million euros, with shares concentrated by large manufacturers. Affinity Petcare has reached a key position over the past five years as a result of a series of takeovers in the European Union. Its brand names are still young,as the group and its products have undergone name changes during this time. The main Affinity brands are Ultima, Advance and Brekkies Excel. The company's main market is the European Union and, in particular, the largest markets such as France, Spain, Italy and Germany. It has three factories, two in France and one in Spain. Over 50% of the company's partners are from overseas. The well-being of cats and dogs largely depends on their diet.Their owners want longer, healthier lives for their pets. Affinity contributes to this by constant investment in R&D programmes on nutrition, production technology and consumer needs.
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