Pro Plan chicken & rice flavor for mature dogs 15.9kg

Dog-owners wanting the best for Fido have surely encountered Pro-Plan, Eukanuba and Royal Canin, all “premium” dry food based on real meat. They cost tens of percent more than the simpler products made by the same companies, such as Bonzo and Dogli.

A 16-kilo bag of kibble will last a medium-sized dog two months and cost nearly NIS 300. Market sources said the stores’ margin was about 20% to 30%.

The strongest dry-food brand for dogs in the United States is Nestle’s Purina. In Israel, that company is thought to have a 24% share of the market, with brands that include Dogli, Friskies, Dog Chow and Pro Plan. But here, they cost a lot more than there.

Nestle Purina comments: “Purina Pro Plan is a super-premium food for dogs, made of the best-quality materials. The price gap between Israel and the United States is due to the fact that the product is made in the United States and is imported, which engenders extra costs, such as cost of sales, import and transportation, and adjustments to the local market based on the demands of the law.”