Table of Contents
Issues in the Market
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- Definitions
- Four key themes
Insights and Opportunities
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- Developing the lifestage ranges
- Educate for Junior
- Growing the organic offering
- Semi-prepared food
- Food labelling
Fast Forward Trends
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- Inclusiveness and Care
- What’s it about?
- Carnivore, Herbivore ... Locavore
- What’s it about?
Market in Brief
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- A robust market
- Anthropomorphism of the market
- Branding and advertising spend is high
- The future looks good
Internal Market Environment
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- Key points
- Cat ownership supersedes dog ownership with the move to smaller animals
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- Figure 1: Ownership of cats and dogs, 2003-07
- The “humanisation” of pets
- Pet obesity is a big issue in this market
Broader Market Environment
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- Key points
- Changing population dynamics…
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- Figure 2: Effect of the changing make-up demographics on the UK population, 2007
- … is aiding trading up
Competitive Context
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- Key points
- Cash rich time poor consumers
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Wet cat food dominates product launches.
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- Figure 3: New product launch sectors by pet food sector in the grocery multiples, 2005-07
- Health and premiumsation are key drivers of new product development
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- Figure 4: New product launch sectors by packaging claim in the grocery multiples, 2005-07
- Health is the key driver
- Premiumisation is growing
- Naturalness leads
- Lifestage products are growing
- Functional treats
- Gluten-free
- Others
- Organic
Market Value and Forecast
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- Key points
- Shift from wet to dry is affecting volumes
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- Figure 5: UK sales of dog and cat food, at current and constant prices, 2002-07
- Value growth on the rise as consumers trade up
- Convenience
- Health and well-being
- Premium plus
- Provenance
- The future
- Forecast
- Value to grow over volume
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- Figure 6: Forecast of the cat and dog food value size, at current prices, 2002 - 2012
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- Figure 7: Forecast of the cat and dog food value size, at constant prices, 2002 - 2012
- Figure 8: Forecast of cat and dog food volume, 2002-12
- Factors used in the forecast
Segment Performance
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- Key points
- Dog food
- Switch from dry to wet
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- Figure 9: UK value sales of dog food, 2002-07
- Treats are growing
- Mixers are declining
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- Figure 10: UK dog food market at current prices, by broad segment, 2003-07
- Figure 11: UK dog food market volume, by broad segment, 2003-07
- Cat food
- Wet food is still preferred
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- Figure 12: UK value sales of cat food, 2002-07
- Cat owners are prepared to trade up
- Other
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- Figure 13: UK cat food market by broad segment, by value, 2003-07
- Figure 14: UK sales of wet and dry cat food*, by volume, 2003-07
Market Share
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- Key points
- Advertising critical to brand success
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- Figure 15: Brand share in the pet food market, 2006-07
- Premium products performing best
Companies and Products
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- Key points
- Brand map
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- Figure 16: Examples of leading dog and cat food manufacturers and their brands, March 2008
- Company profiles
- Affinity Petcare UK
- Arden Grange Pet Foods
- Burns Pet Nutrition UK
- Butcher’s Pet Care Ltd
- Denes Natural Pet Care Ltd
- Hill’s Pet Nutrition Ltd
- Procter and Gamble
- Iams
- Eukanuba
- Masterfoods (Complementary Petcare)
- Nestlé Purina Petcare
- Pascoe’s Ltd
- Town and Country Petfoods Ltd
- Vitalin Pet Food
- Wagg Foods
- Bob Martin
- James Wellbeloved
- Royal Canin
- Dodson and Horrell
- Alpha Feeds
- Autarky
- Mackel Petfoods
Brand Elements
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- Brand map
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- Figure 17: Attitudes and usage of dog and cat food brands, February 2008
- Whiskas
- What the brand is trying to achieve.
- What the consumer thinks
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- Figure 18: Attitudes towards the Whiskas brand, February 2008
- Kitekat
- What the brand is trying to achieve.
- What the consumer thinks
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- Figure 19: Attitudes towards the Kitekat brand, February 2008
- Felix
- What the brand is trying to achieve.
- What the consumer thinks
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- Figure 20: Attitudes towards the Felix brand, February 2008
- Go-Cat
- What the brand is trying to achieve.
- What the consumer thinks
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- Figure 21: Attitudes towards the Go-Cat brand, February 2008
- HiLife
- What the brand is trying to achieve.
- What the consumer thinks
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- Figure 22: Attitudes towards the HiLife brand, February 2008
- Eukanuba
- What the brand is trying to achieve.
- What the consumer thinks
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- Figure 23: Attitudes towards the Eukanuba brand, February 2008
- Pal
- What the brand is trying to achieve.
- What the consumer thinks
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- Figure 24: Attitudes towards the Pal brand, February 2008
- Winalot
- What the brand is trying to achieve.
- What the consumer thinks
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- Figure 25: Attitudes towards the Winalot brand, February 2008
- Cesar
- What the brand is trying to achieve.
- What the consumer thinks
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- Figure 26: Attitudes towards the Cesar brand, February 2008
- Pedigree Chum
- What the brand is trying to achieve.
- What the consumer thinks
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- Figure 27: Attitudes towards the Pedigree Chum brand, February 2008
- Brand qualities of dog and cat food brands
- Pedigree Chum is healthiest, Felix most fun. Cesar most indulgent.
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- Figure 28: Personality of various dog and cat food brands, February 2008
- Experience of dog and cat food brands
- Nearly 4 out of 10 owners prefer Whiskas
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- Figure 29: Consumer usage of various dog and cat food brands, February 2008
- Brand intentions for dog and cat food brands
- Felix and Eukanuba have highest consideration.
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- Figure 30: Consideration of various dog and cat food brands, February 2008
- Brand momentum for dog and cat food brands
- Whiskas still gaining most ground; Pal and Kitekat losing most ground
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- Figure 31: Momentum of various dog and cat food brands, February 2008
- Brand motivation for dog and cat food brands
- Dogs do prefer (Pedigree) Cesar, Cats Whiskas
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- Figure 32: Motivation of various dog and cat food brands, February 2008
- Brand satisfaction for dog and cat food brands
- 5 out of 10 cats rate Whiskas satisfaction as excellent
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- Figure 33: Satisfaction of various dog and cat food brands, February 2008
- Brand commitment to dog and cat food brands
- Pal and Winalot good occasionally
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- Figure 34: commitment to various dog and cat food brands, February 2008
- Round up
Brand Communication and Promotion
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- Key points
- Advertising falls
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- Figure 35: Main monitored media spend on dog and cat food, 2003-07
- Masterfoods is the master dog brand advertiser
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- Figure 36: Main monitored advertisers in dog food, 2004-07
- Nestlé No. 1 cat advertiser
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- Figure 37: Main monitored advertisers in cat food, 2004-07
- Whiskas is still number one brand
Channels to Market
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- Key points
- Cat food
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- Figure 38: UK retail sales of cat food, by type of outlet, by value, 2003-07
- Dog food
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- Figure 39: UK retail sales of dog food, by type of outlet, by value, 2003-07
- Independents do better with dog food
- The rise of the Internet
- Veterinary surgeries
The Consumer – Cat vs. Dog Food – A Comparative Perspective
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- Key points
- Cat owners prefer to use both wet and dry food
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- Figure 40: Usage of cat food in the last 12 months, 2007
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- Figure 41: Usage of dog food in the last 12 months, 2007
- Pet food by pet ownership
- Cats
- One cat households prefer pouches
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- Figure 42: Number of cats in household by usage of cat food in 400g tins or cartons and 100g foil packs or pouches, 2007
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- Figure 43: Number of cats in household by usage of packet cat food (dry and semi-moist) in the last 12 months, 2007
- Dogs
- Usage of premium packaged wet dog food is lower
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- Figure 44: Number of dogs in household by usage of dog food in 400g tins or cartons and 300g foil packs or pouches, 2007
- Two dogs owners treat more
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- Figure 45: Number of dogs in household by usage of biscuits/mixers for dogs and other snacks for dogs, 2007
The Consumer – Dog Food – Usage and Frequency?
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- Key points
- 400g tins or cartons
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- Figure 46: Usage of dog food in 400g tins or cartons, 2007
- Tin users under 35 and C2DE
- Light users tend to dominate foil packs/pouches
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- Figure 47: Usage of dog food in 300g foil packs or pouches, 2007
- Convenience drives usage of dry dog food
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- Figure 48: Usage of packet dog food (complete meals and semi-moist food) in the last 12 months, 2007
- Greater opportunities for lifestage dog food
- Tins, foil packs cartons or pouches
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- Figure 49: Types used, 2007
- Opportunity for more junior dry food
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- Figure 50: Types used, 2007
- Biscuits/mixers for dogs
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- Figure 51: Usage of biscuits/mixers for dogs, 2007
- “Humanisation” of pets drives usage of other snacks
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- Figure 52: Usage of other snacks for dogs, 2007
The Consumer – Cat Food – Who – Usage and Frequency?
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- Key points
- 400g tins or cartons
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- Figure 53: Usage of cat food in 400g tins or cartons, 2007
- Lower socio-economic groups buy canned on price
- Convenience fights tin usage
- 100g foil packs/pouches
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- Figure 54: Usage of cat food in 100g foil packs or pouches, 2007
- Price sensitivity is key
- Dry and semi-moist
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- Figure 55: Usage of packet cat food (dry and semi-moist) in the last 12 months, 2007
- Lifestage cat food
- Tins, foil packs, cartons or pouches
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- Figure 56: Types used, 2007
- Packet cat food (dry and semi-moist)
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- Figure 57: Types used, 2007
- Small opportunity for more kitten food
- Big opportunity for more senior food
The Consumer – Motivations and Attitudes
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- Key points
- Factors looked for when buying
- Brand loyalty is key
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- Figure 58: factors looked for when buying cat or dog food, November 2007
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- Figure 59: Factors looked for when buying cat or dog food, by age, November 2007
- Brand of paramount importance to cat owners
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- Figure 60: Factors looked for when buying cat or dog food, November 2007
- Word of mouth critical for multiple dog owners
- Veterinary recommendation more popular with multiple cat owners
- Multiple cat owners prefer lifestage foods
The Consumer – Further Analysis
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- Key points
- Repertoire groups
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- Figure 61: How demanding pet owners are when buying food for their cat or dog, 2007
- Women demand what they want
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- Figure 62: Very demanding pet owners are when buying food for their cat or dog, by gender, socio-economic and household size, November 2007
- The very demanding trade up
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- Figure 63: How demanding pet owners are when buying food for their cat or dog, by the factors they consider to be important, 2007
Appendix
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- Advertising data
- Abbreviations
Appendix – Internal Market Environment
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- Pet ownership
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- Figure 64: Ownership of cats, by demographic sub-group, 2007
- Figure 65: Ownership of dogs, by demographic sub-group, 2007
Appendix – Broader Market Environment
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- Changing population dynamics
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- Figure 66: UK population changes in socio-economic status and age, 2002-12
- Figure 67: UK population changes in household size, 2002-12
Appendix – Brand Communication and Promotion
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- Figure 68: Main monitored media spend on dog food, 2004-07
- Figure 69: Main monitored media spend on cat food, 2004-07
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Appendix – Channels to Market
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- Figure 70: Where pet food is normally bought, 2007
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Appendix – The Consumer – Dog Food – Who Usage and Frequency – Detailed Demographics
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- Figure 71: Usage of dog food in tins, foil packs, cartons or pouches in the last 12 months, by demographic sub-group, 2007
- Dog food 400g tins or cartons
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- Figure 72: Usage of dog food in 400g tins or cartons, by demographic sub-group, 2007
- Dog food – 300g foil pack
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- Figure 73: Usage of dog food in 300g foil packs or pouches, by demographic sub-group, 2007
- Complete meals and semi-moist foods
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- Figure 74: Usage of packet dog food (complete meals and semi-moist food) in the last 12 months, by demographic sub-group, 2007
- Dog biscuits/snacks
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- Figure 75: Usage of dog biscuits/snacks for dogs in the last 12 months, by demographic sub-group, 2007
- Dog biscuits/mixers
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- Figure 76: Usage of biscuits/mixers for dogs, by demographic sub-group, 2007
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- Figure 77: Usage of dog food in 400g tins or cartons by usage of biscuits/mixers for dogs and other snacks for dogs, 2007
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- Figure 78: Usage of dog food in 300g foil packs or pouches by usage of biscuits/mixers for dogs and other snacks for dogs, 2007
- Other snacks for dogs
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- Figure 79: Usage of other snacks for dogs, by demographic sub-group, 2007
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Appendix – The Consumer – Cat Food – Who Usage and Frequency? – Detailed Demographics
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- Cat food
- All users
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- Figure 80: Usage of cat food in tins, foil packs, cartons or pouches in the last 12 months, by demographic sub-group, 2007
- Cat food 400g tins or cartons
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- Figure 81: Usage of cat food in 400g tins or cartons, by demographic sub-group, 2007
- Cat food 100g foil packs pouches
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- Figure 82: Usage of cat food in 100g foil packs or pouches, by demographic sub-group, 2007
- Dry semi-moist
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- Figure 83: Usage of packet cat food (dry and semi-moist) in the last 12 months, by demographic sub-group, 2007
Appendix – The Consumer – Attitudes and Motivations – Detailed Demographics
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- Figure 84: Factors looked for when buying, cat and dog food, November 2007
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- Figure 85: Factors looked for when buying cat and dog food, November 2007
- Consumer – Further analysis consumer clusters – Detailed demographics
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- Figure 86: How demanding pet owners are when buying food for their cat or dog, by demographics, 2007
- Consumer – Further analysis – Consumer clusters by pet ownership
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- Figure 87: How demanding pet owners are when buying food for their cat or dog, by pets owned, 2007
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