Table of Contents
Introduction
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- Definition
- Exclusions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: UK retail value sales of pet food, by segment, 2013
- Outlook
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- Figure 2: Total UK retail value sales of pet food, 2009-19
- Market factors
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- Figure 3: Pet ownership, by type, May 2014
- Companies, brands and innovation
- Mars Petcare’s Pedigree remains the leading dog food brand
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- Figure 4: Leading brands’ shares in the UK retail wet and dry dog food market, by value, 2013/14*
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- Figure 5: Leading brands’ shares in the UK retail wet and dry cat food market, by value, 2013/14*
- Dog food leads NPD
- Advertising spend remains stable
- The consumer
- Dry and wet food are equally popular among cat owners, while dog owners are less likely to purchase wet food
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- Figure 6: Purchasing and preparation of pet food, by type, May 2014
- No one source of information dominates research for pet food
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- Figure 7: Sources of information used when researching pet food, May 2014
- Brands competing solely on price will miss the mark
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- Figure 8: Reasons for choosing one cat/dog food over another, May 2014
- Most pet owners still buy pet food while doing grocery shopping
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- Figure 9: Consumer behaviour when buying cat/dog food, May 2014
- What we think
Issues and Insights
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- Premium brands and treats buck a declining volume sales trend
- The facts
- The implications
- Interest in high protein and low salt pet food goes largely untapped
- The facts
- The implications
- Friends and family are among key sources for advice on what to feed pets
- The facts
- The implications
Trend Application
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- Return to the Experts
- Creature Comforts
- Make it Mine
Market Drivers
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- Key points
- Presence of children in the household boosts pet ownership
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- Figure 10: Ownership of pets, by presence of children in the household, May 2014
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- Figure 11: Trends in the age structure of the UK population, 2009-14 and 2014-19
- Over two in three of those struggling financially own a pet
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- Figure 12: Ownership of pets, by financial situation, May 2014
- Increase in people renting from private landlords is having a negative impact on pet ownership
- One in five cat/dog owners are trying to watch their pet’s weight
Who’s Innovating?
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- Key points
- While cat food accounts for a higher share of value sales, dog food is a bigger focus for NPD
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- Figure 13: New launches in the UK pet food market, by product category, 2011-14*
- Range extensions and new varieties account for the majority of NPD for Mars and Nestlé
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- Figure 14: New launches in the UK pet food market (excluding private label), by launch type, 2011-14*
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- Figure 15: New launches in the UK pet food market, by ultimate company, 2013
- Dog snacks and treats continue to be focus of NPD for manufacturers
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- Figure 16: New product launches in the UK dog food market, by format, 2011-14*
- Following three consecutive years of declining NPD share, wet cat food rebounded in 2013
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- Figure 17: New product launches in the UK cat food market, by format, 2011-14
- No additives and fortification claims lead in NPD
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- Figure 18: New product launches in the UK pet food market, by claim, 2011-14
Market Size and Forecast
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- Key points
- Dog food is set to see further fall in volumes
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- Figure 19: Total UK retail value and volume sales of dog food, 2009-19
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- Figure 20: Total UK retail value sales of dog food, 2009-19
- Cat food to post value growth of 12% by 2019
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- Figure 21: Total UK retail value and volume sales of cat food, 2009-19
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- Figure 22: Total UK retail value sales of cat food, 2009-19
- Demographic trends to have a mixed effect on pet food sales
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- Figure 23: Total UK retail value and volume sales of pet food, 2009-19
- Figure 24: Total UK retail value sales of pet food, 2009-19
- Forecast methodology
Segment Performance
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- Key points
- Volume sales continue to struggle across both cat and dog food
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- Figure 25: UK retail value and volume sales of pet food, by segment, 2011-13
- Dog snacks and treats post strong volume growth
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- Figure 26: UK retail value and volume sales of dog food, by format, 2011-13
- Cat snacks and treats help to stop cat food volume sales slipping further
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- Figure 27: UK retail value and volume sales of cat food, by format, 2011-13
Market Share
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- Key points
- Pedigree bears the brunt of problems in dog food market
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- Figure 28: Leading brands’ sales in the UK retail wet and dry dog food market, by value and volume, 2012/13* and 2013/14**
- Mixed bag for Mars as Pedigree struggles but Misfits shines in dog snacks
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- Figure 29: Leading brands’ sales in the UK retail dog snacks and treats market, by value and volume, 2012/13* and 2013/14**
- Felix and Whiskas capture half of the cat food market
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- Figure 30: Leading brands’ sales in the UK retail wet and dry cat food market, by value and volume, 2012/13* and 2013/14**
- Mars retains dominance in cat snacks and treats
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- Figure 31: Leading brands’ sales in the UK retail cat snacks and treats market, by value and volume, 2012/13* and 2013/14**
Companies and Products
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- Butcher’s
- Company overview
- Product range
- Recent activity
- Mars Petcare
- Company overview
- Product range
- Recent activity
- Nestlé Purina PetCare
- Company overview
- Product range
- Recent activity
- Harringtons
- Company overview
- Product range
- Procter & Gamble
- Company overview
- Product range
- Recent activity
Brand Communication and Promotion
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- Key points
- No change in advertising support for the market overall
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- Figure 32: Total advertising spend in the UK cat and dog food market, 2011-14*
- Cat food segment benefits from more support than dog food
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- Figure 33: Total advertising spend in the UK cat and dog food markets, by segment, 2011-14*
- Pet food market is increasingly reliant on top two for visibility
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- Figure 34: Total advertising spend in the UK cat and dog food markets, by top 10 companies, 2011-14
- Mars tries to slow Whiskas’ sales decline with strong advertising support
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- Figure 35: Total advertising spend in the cat food/snacks market, by brand, 2011-14
- Harringtons grows sales with modest adspend
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- Figure 36: Total advertising spend in the dog food/snacks market, by brand, 2011-14
The Consumer – Pet Ownership
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- Key points
- Overall UK pet ownership hasn’t changed
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- Figure 37: Pet ownership, by type, May 2014
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- Figure 38: Number of pets owned, May 2014
- Households with children are significantly more likely to have pets
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- Figure 39: Ownership of pets, by presence of children in the household, May 2014
The Consumer – Purchasing of Cat/Dog Food
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- Key points
- Dry and wet food are equally popular among cat owners, while dog owners are less likely to purchase wet food
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- Figure 40: Purchasing and preparation of pet food, by type, May 2014
- Homemade food has widespread appeal
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- Figure 41: Types of dog food bought/prepared, by types of dog food bought/prepared, May 2014
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- Figure 42: Types of cat food bought/prepared, by types of cat food bought/prepared, May 2014
- Cat snacks offer marked potential
The Consumer – Researching Pet Food
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- Key points
- No one source is used universally for information on pet food
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- Figure 43: Sources of information used when researching pet food, May 2014
- A third of people seek advice from pet store
- Londoners are most likely to seek advice on what to feed their pets
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- Figure 44: Sources of information used when researching pet food, consumers living in London and average, May 2014
- Social media resonates most among Londoners and 25-34s
- Word of mouth is a key influence in pet food choice
The Consumer – Important Factors in Choosing Cat/Dog Food
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- Key points
- Singles and those without kids are less likely to economise on pet food
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- Figure 45: Reasons for choosing one cat/dog food over another, May 2014
- For many, value for money looks to be more important than price
- As no additives and fortified claims become common, more is needed for standout
- High protein and low salt offer scope for brands to differentiate themselves
The Consumer – Cat/Dog Food Buying Behaviour
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- Key points
- Most pet owners buy their pet food while doing grocery shopping
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- Figure 46: Consumer behaviour when buying cat/dog food, May 2014
- One in five buy pet food online
- Many people have taken steps to save money while buying pet food, but few feel they have actually cut back on the amount they spend
- Healthy indulgence has become the norm
Appendix – Who’s Innovating?
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- Figure 47: New product launches in the UK pet food market, by company, 2010-14
- Figure 48: Share of new product launches within the cat and dog food market, by claim (top 20), 2010-14
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Appendix – Market Size and Forecast
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- Figure 49: Total UK retail value sales of pet food, best- and worst-case forecast, 2014-19
- Figure 50: Total UK retail volume sales of pet food, best- and worst-case forecast, 2014-19
- Figure 51: Total UK retail value sales of dog food, best- and worst-case forecast, 2014-19
- Figure 52: Total UK retail volume sales of dog food, best- and worst-case forecast, 2014-19
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- Figure 53: Total UK retail value sales of cat food, best- and worst-case forecast, 2014-19
- Figure 54: Total UK retail volume sales of cat food, best- and worst-case forecast, 2014-19
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Appendix – Market Share
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- Figure 55: Leading brands’ sales in the UK retail wet and dry dog food market, by value and volume, 2012/13* and 2013/14**
- Figure 56: Leading manufacturers’ sales in the UK retail wet and dry dog food market, by value and volume, 2012/13* and 2013/14**
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- Figure 57: Leading brands’ sales in the UK retail dog snacks and treats market, by value and volume, 2012/13* and 2013/14**
- Figure 58: Leading manufacturers’ sales in the UK retail dog snacks and treats market, by value and volume, 2012/13* and 2013/14**
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- Figure 59: Leading brands’ sales in the UK retail wet and dry cat food market, by value and volume, 2012/13* and 2013/14**
- Figure 60: Leading manufacturers’ sales in the UK retail wet and dry cat food market, by value and volume, 2012/13* and 2013/14**
- Figure 61: Leading brands’ sales in the UK retail cat snacks and treats market, by value and volume, 2012/13* and 2013/14**
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- Figure 62: Leading brands’ sales in the UK retail cat snacks and treats market, by value and volume, 2012/13* and 2013/14**
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Appendix – The Consumer – Pet Ownership
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- Figure 63: Pet ownership, May 2014
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- Figure 64: Most popular pets owned, by demographics, May 2014
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- Figure 65: Most popular pets among pet owners, by demographics, May 2014
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- Figure 66: Number of pets owned, May 2014
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- Figure 67: Number of pets owned, May 2014 (continued)
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- Figure 68: Number of pets owned, by demographics, May 2014
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- Figure 69: Number of dogs owned, by demographics, May 2014
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- Figure 70: Number of cats owned, by demographics, May 2014
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- Figure 71: Number of fish owned, by demographics, May 2014
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- Figure 72: Number of small mammals owned, by demographics, May 2014
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Appendix – The Consumer – Purchasing of Cat/Dog Food
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- Figure 73: Purchasing of pet food, by type, May 2014
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- Figure 74: Purchasing of dog food, by type, by demographics, May 2014
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- Figure 75: Purchasing of cat food, by type, by demographics, May 2014
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- Figure 76: Types of dog food bought, by types of dog food bought, May 2014
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- Figure 77: Types of cat food bought, by types of cat food bought, May 2014
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Appendix – The Consumer – Researching Pet Food
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- Figure 78: Sources of information used when researching pet food, May 2014
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- Figure 79: Most popular sources of information used when researching pet food, by demographics, May 2014
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- Figure 80: Next most popular sources of information used when researching pet food, by demographics, May 2014
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- Figure 81: Sources of information used when researching pet food, by type of pet owned, May 2014
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- Figure 82: Sources of information used when researching pet food, by pet ownership – Any, May 2014
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Appendix – The Consumer – Important Factors in Choosing Cat/Dog Food
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- Figure 83: Choice factors, May 2014
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- Figure 84: Most popular choice factors, by demographics, May 2014
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- Figure 85: Next most popular choice factors, by demographics, May 2014
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- Figure 86: Choice factors, by pet ownership, May 2014
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Appendix – The Consumer – Cat/Dog Food Buying Behaviour
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- Figure 87: Consumer behaviour when buying cat/dog food, May 2014
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- Figure 88: Most popular consumer behaviour when buying cat/dog food, by demographics, May 2014
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- Figure 89: Next most popular consumer behaviour when buying cat/dog food, by demographics, May 2014
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- Figure 90: Consumer behaviour when buying cat/dog food, by most popular choice factors, May 2014
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- Figure 91: Consumer behaviour when buying cat/dog food, by next most popular choice factors, May 2014
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- Figure 92: Attitudes towards feeding pets, May 2014
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- Figure 93: Most popular attitudes towards feeding pets, by demographics, May 2014
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- Figure 94: Next most popular attitudes towards feeding pets, by demographics, May 2014
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- Figure 95: Attitudes towards feeding pets, by pet ownership, May 2014
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