Rising Pet Food Sales in Discounters Are Reshaping Supply Chain Structures

The Russian pet food market continues to grow at a pace rarely seen even in FMCG categories. Over the first nine months of 2025, the market expanded by 16.2% in value and 8.5% in volume, reaching $5 billion and 1.28 million tons. Simultaneous growth in both indicators signals stable consumption rather than inflation-driven dynamics.

The main expansion driver is the discounter format. According to NTech, pet food sales in discounters increased by 33.5% in value and 21.2% in volume. Nielsen reports a similar picture across the entire pet market (+21.7% in value and +20.7% in volume). Certain categories — particularly treats — show multiple-fold increases. Structural retail chains expansion amplifies the effect: in January–September 2025, total discounter flretail chainsoor space grew by 6.3%, while Chizhik opened 330 new stores within six months.

For supply chains, this means volumes redistribution toward a large smaller outlets number. This format requires frequent, small-batch deliveries, route adjustment, and greater reliance on cross-docking, especially in regions where discounters are becoming the only sales channel for pet food and other pet products.

NTech experts note that demand for higher-quality products remains, but budgets continue to act as a strict limiting factor. In this environment, soft discounters gain traction, enabling consumers to maintain familiar purchasing habits while lowering their average basket. At the same time, buyers are not shifting toward the lowest price segment, which supports the development of mid-range and mid-premium private labels.

As a result, the pet food market is becoming a testing ground for new logistics and discounter-partnering models. Companies that successfully combine scale and flexibility — from cross-docking to precise assortment management — will gain a competitive advantage that will be relevant far beyond the pet category. The expertise accumulated in this segment will be transferred to other FMCG markets in the coming years.

Source: logistics.ru