Table of Contents
Introduction
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- Definition
- Abbreviations
Future Opportunities
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- Creature Comfort
- Stability
Executive Summary
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- The market
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- Figure 1: Market value and forecast of pet food (dog, cat and other), at current and 2010 prices, 2005-15
- Pet owners remain an attractive target
- Capitalising on growth sectors
- Ancillary products for pets prove attractive
- Market factors
- Over half of UK households own more than one pet
- Pets as friends and family members
- Overindulgent pet owners share the load with their pets
- Impetus grows towards industry self-regulation
- Companies, brands and innovation
- Own-label sales bring higher margins and growth opportunities for specialists
- The consumer
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- Figure 2: Agreement with attitudes towards pets, January 2011
- Fun wins over functional when it comes to pet accessories
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- Figure 3: Pet accessories purchased in the last 12 months, by ownership of pets, according to above-average response in declining order, January 2011
- What we think
Issues in the Market
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- How have pet food brands performed in view of cuts in household spending?
- Which new trends are influencing new product development?
- How has health as a key selling point evolved?
- What factors are most important to pet owners when purchasing pet food?
- Which pet accessories are proving essential to pet owners?
Internal Market Environment
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- Key points
- The rise and fall and rise again of the pet population
- More people owning more dogs
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- Figure 4: Pet ownership, 2006-10
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- Figure 5: Trends in size of dog owned, by percentage point change, 2006-10 and 2008-10*
- Goldfish have been moving indoors
- UK is a nation of pet lovers; over half own more than one pet
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- Figure 6: Type of household pet owned, January 2011
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- Figure 7: Total number of pets in household, January 2011
- Children are an incentive to purchase
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- Figure 8: Type of household pet owned, by presence of children, according to above- or below-average response, January 2011
- Pets as friends and family members
- Signs of a ‘wild’ backlash
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- Figure 9: ‘wild’-positioned pet food launches, by country, 2006-10
- Rise in overindulgent owners
- Initiatives to combat obesity
- A global obesity problem creates a global opportunity
- Developments on new labelling legislation
- Legislation over dog licensing rears its head
Broader Market Environment
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- Key points
- Families are struggling to make ends meet
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- Figure 10: Trends in the impact of the economic downturn on consumers, by presence of children in the household, according to % point +/- average, August 2010
- Ageing population likely to restrict pet ownership
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- Figure 11: Forecast adult population trends, by lifestage, 2004-14
- Pets are a costly business
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- Figure 12: Lifetime costs of selected dog ownership, 2010
- Sustainability becomes the new buzzword in pet food
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
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- Figure 13: New product launches in the pet food category, Q1 2006-Q4 2010
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- Figure 14: New product launches in the pet food category, January 2006-December 2010
- Fast-growing pet food claims
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- Figure 15: New product launches in the pet food category, January 2009-February 2011
- By launch type...
- By product claim...
- By company...
- Pouch mania reigns
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- Figure 16: New product launches in the pet food category, by type of packaging, January 2006-December 2010
- Capitalising on seasonal opportunities
- Pet products
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- Figure 17: New product launches in the UK pet products (non-food), by top ten claims, January 2007-December 2010
Market Value and Forecast
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- Key points
- The bigger picture
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- Figure 18: Average weekly and annual expenditure on pets and pet food, 2006-09
- Overall pet care market proves resilient but not recession-proof
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- Figure 19: Market value and forecast of pet food (dog, cat, other), pet accessories and healthcare, at current and 2010 prices, 2005-15
- Cat and dog market remains resilient to market downturn
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- Figure 20: Market value and forecast of pet food (dog, cat and other), at current and 2010 prices, 2005-15
- Single-serve and treats boost category performance
- Weighing up the cost of convenience
- Other pet food
- Pet accessories and healthcare
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- Figure 21: Market size and forecast of pet accessories and healthcare, at current and 2010 prices, 2005-15
- Seasonal uplift in sales of accessories
- Forecast
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- Figure 22: Market value and forecast of pet food (dog, cat, other), pet accessories and healthcare, at current and 2010 prices, 2005-15
- Forecast methodology
Segment Performance
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- Key points
- Value sales of all pet food
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- Figure 23: Estimated UK value sales of cat and dog and other pet food, 2005-10
- Cradle-to-grave segmentation
- Volume sales of all pet food
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- Figure 24: Estimated UK volume sales of cat and dog and other pet food, 2005-10
- Creating the need, then marketing the solution proves effective in dog food
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- Figure 25: Estimated UK value sales of dog food, by segment, 2005-10
- Value sales of cat food
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- Figure 26: Estimated UK value sales of cat food, by segment, 2005-10
- Value sales of pet care – pet accessories and healthcare
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- Figure 27: Estimated UK value sales of pet accessories and healthcare, 2005-10
Market Share
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- Key points
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- Figure 28: Brand share in the cat and dog food market, 2009 and 2010
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- Figure 29: Top five performing cat and dog food brands, 2010
- Felix and Whiskas continue to go neck and neck
- Wagg reinforces its position as value-for-money brand
- Natural brands are gaining momentum
- Own-label sales bring higher margins and growth opportunities for specialists
Companies and Products
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- Major players
- Butcher’s
- Background
- Product range
- Recent activity/innovations
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- Figure 30: New product development in the UK by Butcher’s Pet Care Limited, 2009-10
- Advertising and promotion
- Mars Petcare
- Background
- Product range
- Examples of recent activity/innovations
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- Figure 31: New product development in the UK by Mars Petcare, 2010
- Advertising and promotion
- Nestlé Purina
- Background
- Product range
- Examples of recent activity/innovations
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- Figure 32: New product development in the UK by Nestlé Purina PetCare (UK) Limited, 2010
- Advertising and promotion
- Procter & Gamble
- Background
- Product range
- Recent activity/innovations
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- Figure 33: New product development in the UK by Procter & Gamble Company, 2010
- Pet accessories and healthcare
- Bob Martin
- Merial Animal Health
- Armitage Pet Products Ltd
Brand Communication and Promotion
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- Key points
- Media spend on pet food fluctuates but peaks during 2010
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- Figure 34: Main monitored media advertising spend on pet food and pet supplies, by product category minor, 2006-10*
- Mars puts its weight behind Whiskas in 2010
- Go-Cat channels the free-spirited cat Bobo
- Wagg makes a return to TV
- Vet endorsement gives Pedigree something to shout about
- Purina gives a new meaning to shelf barker
- Burgess Pet Care steps up brand activities in 2011
Usage Trends in Cat and Dog Food
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- Key points
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- Figure 35: Trend in usage of wet and dry cat and dog food, 2007-10
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- Figure 36: Types of dog biscuits, mixers and treats used, 2008-10
- Cat food becomes more lifestage-specific
Consumer Priorities when Buying Cat and Dog Food
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- Key points
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- Figure 37: Important factors when buying cat or dog food, 2009 and 2011
- What a difference a year makes
- Cat owners are particularly sensitive to promotional offers
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- Figure 38: Important factors when buying cat or dog food, according to selected statements, January 2011
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- Figure 39: Important factors when buying cat or dog food, according to above- or below-average response, January 2011
- Young and affluent pet owners are driving sales of added-value pet food
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- Figure 40: Important factors when buying cat or dog food, according to above- or below-average response, by age group, January 2011
Enthusiasm for Pet Accessories
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- Key points
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- Figure 41: Pet accessories purchased in the last 12 months, January 2011
- Enthusiasm for pets extends to accessories
- Dogs are higher maintenance which is good news for the industry
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- Figure 42: Pet accessories purchased in the last 12 months, by ownership of pets, according to above-average response in declining order, January 2011
- No-frills pet owners
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- Figure 43: Pet accessories purchased in the last 12 months, by presence of children in household, according to above- or below-average response, January 2011
Consumer Attitudes towards their Pets
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- Key points
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- Figure 44: Agreement with attitudes towards pets, January 2011
- Surrogate child syndrome
- Are women more sentimental about pets?
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- Figure 45: Agreement with attitudes towards pets, by gender, according to above- or below-average response, January 2011
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- Figure 46: Agreement with the statement ‘I have cut back on the amount I spend on my pet(s) in the last year’, by types of pet owned, according to above- or below-average response, January 2011
Consumer Target Groups
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- Key points
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- Figure 47: Target groups, January 2011
- Macho Moggies
- Who are they more likely to be?
- Pet ownership
- Attitudes towards their pet
- Tame Tabbies
- Who are they more likely to be?
- Pet ownership
- Attitudes towards their pet
- Cherished Canines
- Who are they more likely to be?
- Pet ownership
- Attitudes towards their pet
- Spoon-fed Spaniels
- Who are they more likely to be?
- Pet ownership
- Attitudes towards their pet
Appendix – Internal Market Environment
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- Figure 48: Population of dogs and cats and the number of households owning these animals, 2000-10
- Figure 49: Pet ownership, 2006-10
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- Figure 50: Size of dog, 2006-10
- Figure 51: Type of fish own, 2006-10
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- Figure 52: Where pet food bought, 2006-10
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- Figure 53: Ownership of household pets, January 2011
- Figure 54: Type of household pet owned, January 2011
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- Figure 55: Type of household pet owned, by demographics, January 2011
- Figure 56: Total number of pets in household, January 2011
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- Figure 57: Total number of pets in household, by demographics, January 2011
- Figure 58: Total number of pets (1, 2, 3 or more) in household, by pet type, January 2011
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- Figure 59: Have pet insurance, 2006-10
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Appendix – Usage Trends in Cat and Dog Food
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- Figure 60: Use dog food in tins, foil trays and pouches in the last 12 months, 2007-10
- Figure 61: Frequency of use of dog food in tins in the last 12 months, 2007-10
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- Figure 62: Frequency of use of dog food in foil trays and pouches in the last 12 months, 2007-10
- Figure 63: Types of dog food in tins, foil trays and pouches used most often in the last 12 months, 2007-10
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- Figure 64: Range of dog food in tins, foil trays and pouches used in the last 12 months, 2007-10
- Figure 65: Frequency of use of complete dry dog food, 2007-10
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- Figure 66: Range of complete dry dog food used in the last 12 months, 2007-10
- Figure 67: Use dog biscuits, mixers and treats, 2007-10
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- Figure 68: Frequency of use of dog biscuits and mixers, 2007-10
- Figure 69: Frequency of use of dog biscuits, 2008-10
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- Figure 70: Frequency of use of dog mixers, 2008-10
- Figure 71: Frequency of use of other dog treats, 2007-10
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- Figure 72: Types of dog biscuits, mixers and treats used, 2008-10
- Figure 73: Use cat food in tins, foil trays and pouches, 2007-10
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- Figure 74: Frequency of use of cat food in tins in the last 12 months, 2007-10
- Figure 75: Frequency of use of cat food in foil trays and pouches in the last 12 months, 2007-10
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- Figure 76: Types of cat food in tins, foil trays and pouches used most often in the last 12 months, 2007-10
- Figure 77: Range of cat food in tins, foil trays and pouches used in the last 12 months, 2007-10
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- Figure 78: Frequency of use of complete dry cat food, 2007-10
- Figure 79: Range of complete dry cat food used in the last 12 months, 2007-10
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Appendix – Consumer Priorities when Buying Cat and Dog Food
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- Figure 80: Most popular factors when buying cat or dog food, by demographics, January 2011
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- Figure 81: Next most popular factors when buying cat or dog food, by demographics, January 2011
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- Figure 82: Important factors when buying cat or dog food, by ownership of pets, January 2011
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- Figure 83: Important factors when buying cat or dog food, by number of pets owned, January 2011
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- Figure 84: Important factors when buying cat or dog food, by dogs owned, January 2011
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- Figure 85: Important factors when buying cat or dog food, by cats owned, January 2011
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- Figure 86: Important factors when buying cat or dog food, by type of household pet owned and number of pets owned, January 2011
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Appendix – Enthusiasm for Pet Accessories
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- Figure 87: Most popular pet accessories purchased in the last 12 months, by demographics. January 2011
- Figure 88: Next most popular pet accessories purchased in the last 12 months, by demographics. January 2011
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- Figure 89: Other pet accessories purchased in the last 12 months, by demographics. January 2011
- Figure 90: Pet accessories purchased in the last 12 months, by ownership of pets, January 2011
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- Figure 91: Pet accessories purchased in the last 12 months, by number of pets owned, January 2011
- Figure 92: Repertoire of pet accessories purchased in the last 12 months, January 2011
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- Figure 93: Repertoire of pet accessories purchased in the last 12 months, by demographics, January 2011
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Appendix – Consumer Attitudes towards their Pets
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- Figure 94: Agreement with attitudes towards pets, January 2011
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- Figure 95: Agreement with the statement ‘I treat my pet with as much care as I would a child’, by demographics, July 2010
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- Figure 96: Agreement with the statement ‘My pet(s) is/are part of the family’, by demographics, July 2010
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- Figure 97: Agreement with the statement ‘I am concerned about my pet’s weight’, by demographics, July 2010
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- Figure 98: Agreement with the statement ‘I let my pet eat as much as it wants’, by demographics, July 2010
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- Figure 99: Agreement with the statement ‘I like spoiling my pet with treats’, by demographics, July 2010
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- Figure 100: Agreement with the statement ‘I enjoy exercising my pet’, by demographics, July 2010
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- Figure 101: Agreement with the statement ‘I always make sure my pet gets enough exercise’, by demographics, July 2010
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- Figure 102: Agreement with the statement ‘I have cut back on the amount I spend on my pet(s) in the last year’, by demographics, July 2010
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- Figure 103: Agreement with the statement ‘I would cut back on spending on my own food before I cut back on spending on my pet’, by demographics, July 2010
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- Figure 104: Agreement with the statement ‘I am more interested in nutritional content than price of my pet’s food’, by demographics, July 2010
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Appendix – Consumer Target Groups
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- Figure 105: Attitudes towards pets, by target groups, January 2011
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- Figure 106: Target groups, by demographics, January 2011
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- Figure 107: Type of household pet owned and number of pets owned, by target groups, January 2011
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- Figure 108: Important factors when buying cat or dog food, by target groups, January 2011
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- Figure 109: Pet accessories purchased in the last 12 months, by target groups, January 2011
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