抛弃代工押注鲜食？高露洁棕榄收购澳大利亚宠物鲜食品牌Prime100背后的战略转型

宠物行业白皮书02-19

白皮书团队讯，当全球宠物食品巨头们深陷增长瓶颈时，一场关于"新鲜生意"争夺战已悄然打响。2025年2月18日，日化巨头高露洁棕榄宣布以债现结合方式收购澳大利亚鲜食龙头Prime100，这不仅是其近半个世纪来首次在宠物食品领域的品牌并购，更揭示了行业突围的新方向。战略转型：抛弃代工到押注鲜食高露洁的宠物业务转折点始于2024年第四季度。当季度净销售额同比微降0.1%至49亿美元，宠物代工业务下滑成为...

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The strategic transformation behind Colgate-Palmolive's acquisition of Australian pet fresh food brand Prime100","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"CL":1},"content_text":"白皮书团队讯，当全球宠物食品巨头们深陷增长瓶颈时，一场关于\"新鲜生意\"争夺战已悄然打响。2025年2月18日，日化巨头高露洁棕榄宣布以债现结合方式收购澳大利亚鲜食龙头Prime100，这不仅是其近半个世纪来首次在宠物食品领域的品牌并购，更揭示了行业突围的新方向。战略转型：抛弃代工到押注鲜食高露洁的宠物业务转折点始于2024年第四季度。当季度净销售额同比微降0.1%至49亿美元，宠物代工业务下滑成为主要拖累。这个占据集团四分之一营收的板块，在自有品牌增长乏力背景下，最终促使管理层做出战略抉择——2025年前逐步退出代工业务，转而聚焦高附加值赛道。\"退出代工将释放每年超2亿美元的运营资源。\"内部人士透露。这些资源正被集中投向以希尔思为核心的品牌矩阵，而收购Prime100正是关键落子。这个创立于2014年的澳洲品牌，凭借35%的市占率占据本土鲜食头把交椅，其科学配方的单一蛋白产品线完美补足了希尔思聚焦处方粮产品缺乏外延产品矩阵的短板。收购背后的增长逻辑从财务数据看，希尔思2024财年营收同比增长4.5%至44.83亿美元，营业利润增幅更达19.73%。但传统干粮市场4%的增速天花板，迫使企业必须寻找新增长极。Prime100所在的鲜食赛道显然更具想象力——全球市场规模正以14.9%的年复合增长率狂奔，2030年预计突破275亿元。\"这不是简单的产品线延伸，而是商业模式的升维。\"行业观察人士指出。Prime100的冷藏+常温产品组合，既保留了鲜食的高溢价特性（毛利率超60%），又破解了冷链配送的桎梏。其深耕专业宠物店的渠道策略，与希尔思的兽医体系形成渠道共振。宠物鲜食赛道：全球趋势与本土化想象在海外市场，鲜食革命已催生多个标杆企业。美国FreshPet用18年时间验证商业模式，2024年前三季度净利润达2900万美元；英国Butternut Box通过订阅制实现82%的爆发增长。这些成功案例印证了\"科学配方+便利体验\"的可行性。值得关注的是，高露洁在收购公告中特别强调\"兽医认可\"标签。Prime100产品中92%的原料获得人类食用级别认证，其功能性蛋白配方能有效降低宠物过敏率，这恰好契合当下精细化养宠趋势。随着收购完成，希尔思有望将处方粮领域的科研优势与鲜食赛道深度融合。当被问及中国市场前景时，某本土鲜食品牌创始人表示：\"虽然冷链基建仍是挑战，但2023年国内鲜食渗透率已突破3%，年轻养宠族对'看得见的原料'的执着，正在改写行业游戏规则。\"或许不久的将来，这场始于澳洲的鲜食革命，将在东方市场演绎出新的篇章。End《2025年中国宠物行业白皮书》正式发布行业资料包","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"merge","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"CCBot/2.0 (https://commoncrawl.org/faq/)","isDev":false,"isTTM":false,"deviceId":"web-server-community-laohu8-v3","version":"4.32.1","shortVersion":"4.32.1","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2512174622"}