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Pet Food - UK - August 2014

INTRODUCTION
Definition
Exclusions
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: UK retail value sales of pet food, by segment, 2013
Outlook
Figure 2: Total UK retail value sales of pet food, 2009-19
Market factors
Figure 3: Pet ownership, by type, May 2014
Companies, brands and innovation
Mars Petcare’s Pedigree remains the leading dog food brand
Figure 4: Leading brands’ shares in the UK retail wet and dry dog food market, by value, 2013/14*
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
Figure 6: Purchasing and preparation of pet food, by type, May 2014
No one source of information dominates research for pet food
Figure 7: Sources of information used when researching pet food, May 2014
Brands competing solely on price will miss the mark
Figure 8: Reasons for choosing one cat/dog food over another, May 2014
Most pet owners still buy pet food while doing grocery shopping
Figure 9: Consumer behaviour when buying cat/dog food, May 2014
What we think
ISSUES AND INSIGHTS
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
Return to the Experts
Creature Comforts
Make it Mine
MARKET DRIVERS
Key points
Presence of children in the household boosts pet ownership
Figure 10: Ownership of pets, by presence of children in the household, May 2014
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
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?
Key points
While cat food accounts for a higher share of value sales, dog food is a bigger focus for NPD
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
Figure 14: New launches in the UK pet food market (excluding private label), by launch type, 2011-14*
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
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
Figure 17: New product launches in the UK cat food market, by format, 2011-14
No additives and fortification claims lead in NPD
Figure 18: New product launches in the UK pet food market, by claim, 2011-14
MARKET SIZE AND FORECAST
Key points
Dog food is set to see further fall in volumes
Figure 19: Total UK retail value and volume sales of dog food, 2009-19
Figure 20: Total UK retail value sales of dog food, 2009-19
Cat food to post value growth of 12% by 2019
Figure 21: Total UK retail value and volume sales of cat food, 2009-19
Figure 22: Total UK retail value sales of cat food, 2009-19
Demographic trends to have a mixed effect on pet food sales
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
Key points
Volume sales continue to struggle across both cat and dog food
Figure 25: UK retail value and volume sales of pet food, by segment, 2011-13
Dog snacks and treats post strong volume growth
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
Figure 27: UK retail value and volume sales of cat food, by format, 2011-13
MARKET SHARE
Key points
Pedigree bears the brunt of problems in dog food market
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
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
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
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
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
Key points
No change in advertising support for the market overall
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
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
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
Figure 35: Total advertising spend in the cat food/snacks market, by brand, 2011-14
Harringtons grows sales with modest adspend
Figure 36: Total advertising spend in the dog food/snacks market, by brand, 2011-14
THE CONSUMER – PET OWNERSHIP
Key points
Overall UK pet ownership hasn’t changed
Figure 37: Pet ownership, by type, May 2014
Figure 38: Number of pets owned, May 2014
Households with children are significantly more likely to have pets
Figure 39: Ownership of pets, by presence of children in the household, May 2014
THE CONSUMER – PURCHASING OF CAT/DOG FOOD
Key points
Dry and wet food are equally popular among cat owners, while dog owners are less likely to purchase wet food
Figure 40: Purchasing and preparation of pet food, by type, May 2014
Homemade food has widespread appeal
Figure 41: Types of dog food bought/prepared, by types of dog food bought/prepared, May 2014
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
Key points
No one source is used universally for information on pet food
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
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
Key points
Singles and those without kids are less likely to economise on pet food
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
Key points
Most pet owners buy their pet food while doing grocery shopping
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?
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
APPENDIX – MARKET SIZE AND FORECAST
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
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
APPENDIX – MARKET SHARE
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**
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**
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**
Figure 62: Leading brands’ sales in the UK retail cat snacks and treats market, by value and volume, 2012/13* and 2013/14**
APPENDIX – THE CONSUMER – PET OWNERSHIP
Figure 63: Pet ownership, May 2014
Figure 64: Most popular pets owned, by demographics, May 2014
Figure 65: Most popular pets among pet owners, by demographics, May 2014
Figure 66: Number of pets owned, May 2014
Figure 67: Number of pets owned, May 2014 (continued)
Figure 68: Number of pets owned, by demographics, May 2014
Figure 69: Number of dogs owned, by demographics, May 2014
Figure 70: Number of cats owned, by demographics, May 2014
Figure 71: Number of fish owned, by demographics, May 2014
Figure 72: Number of small mammals owned, by demographics, May 2014
APPENDIX – THE CONSUMER – PURCHASING OF CAT/DOG FOOD
Figure 73: Purchasing of pet food, by type, May 2014
Figure 74: Purchasing of dog food, by type, by demographics, May 2014
Figure 75: Purchasing of cat food, by type, by demographics, May 2014
Figure 76: Types of dog food bought, by types of dog food bought, May 2014
Figure 77: Types of cat food bought, by types of cat food bought, May 2014
APPENDIX – THE CONSUMER – RESEARCHING PET FOOD
Figure 78: Sources of information used when researching pet food, May 2014
Figure 79: Most popular sources of information used when researching pet food, by demographics, May 2014
Figure 80: Next most popular sources of information used when researching pet food, by demographics, May 2014
Figure 81: Sources of information used when researching pet food, by type of pet owned, May 2014
Figure 82: Sources of information used when researching pet food, by pet ownership – Any, May 2014
APPENDIX – THE CONSUMER – IMPORTANT FACTORS IN CHOOSING CAT/DOG FOOD
Figure 83: Choice factors, May 2014
Figure 84: Most popular choice factors, by demographics, May 2014
Figure 85: Next most popular choice factors, by demographics, May 2014
Figure 86: Choice factors, by pet ownership, May 2014
APPENDIX – THE CONSUMER – CAT/DOG FOOD BUYING BEHAVIOUR
Figure 87: Consumer behaviour when buying cat/dog food, May 2014
Figure 88: Most popular consumer behaviour when buying cat/dog food, by demographics, May 2014
Figure 89: Next most popular consumer behaviour when buying cat/dog food, by demographics, May 2014
Figure 90: Consumer behaviour when buying cat/dog food, by most popular choice factors, May 2014
Figure 91: Consumer behaviour when buying cat/dog food, by next most popular choice factors, May 2014
Figure 92: Attitudes towards feeding pets, May 2014
Figure 93: Most popular attitudes towards feeding pets, by demographics, May 2014
Figure 94: Next most popular attitudes towards feeding pets, by demographics, May 2014
Figure 95: Attitudes towards feeding pets, by pet ownership, May 2014

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