Table of Contents
Executive Summary
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- Owners increasingly indulging their pets
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- Figure 1: Consumer spend on petcare, 2010-20
- Diverse market catering for a range of needs
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- Figure 2: Market for pet care and accessories, by segment, 2015 (est)
- Pets at Home dominates pet accessories retailing
- Growth of buying online
- Ocado and Waitrose build web presence
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- Figure 3: Distribution of pet accessories, by retailer, 2015 (est)
- Fragmented supply of brands and products
- 85% of pet owners bought pet accessories in the last year
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- Figure 4: Purchases of pet products, December 2012 and April 2015
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- Figure 5: Shopped in-store or online for pet accessories, any, April 2015
- People use a wide spread of retailers
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- Figure 6: Retailers used for pet accessories, any purchases, April 2015
- People are motivated by great choice and competitive prices
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- Figure 7: Factors that influence choice of retailer for pet accessories, April 2015
- Technical products – Yes please
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- Figure 8: Interest in tech products for pets, April 2015
Issues and Insights
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- Interest in monitoring pet activity levels
- The facts
- The implications
- Remote interaction with pets
- The facts
- The implications
- Will online trading for pet accessories keep growing?
- The facts
- The implications
The Market – What You Need to Know
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- Market to grow 3.3% in 2015
- Comment on the forecast
- Pet health accounts for 23%
- Basics are the most price-sensitive
- Pets at Home dominates with 39% market share
- Dogs and cats are the nation’s most popular pets
- Rise in rented dwellings could suppress pet ownership
Market Size and Forecast
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- Humanisation of pets spurs market growth
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- Figure 9: Consumer spend on petcare accessories, 2012-15
- Figure 10: Consumer spend on petcare accessories, 2010-20
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- Figure 11: Consumer spend on petcare accessories, 2010-20
Market Segmentation
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- Figure 12: Market for petcare and accessories, by segment, 2015 (est)
- Pet beds and cages benefit from styling and bigger sizes
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- Figure 13: Market for pet beds and housing, by segment, 2015 (est)
- Innovative products for pet feeding
- Sundries dominated by cat litter
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- Figure 14: Market for pet sundries, by segment, 2015 (est)
- Stylish clothes, collars, leads and harnesses
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- Figure 15: Market for apparel, collars and leads, by segment, 2015 (est)
- Low cost imports drive volume for toys
- Mental stimulation for pets
- Cats need to scratch
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- Figure 16: Market for dog and cat toys, by segment, 2015 (est)
- A fashion for fish
- Pet health
- Flea and worm treatments boosted by OTC products
- Awareness of dental care growing
- Supplements £37 million
- Toiletries
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- Figure 17: Market for pet healthcare, by segment, 2015 (est)
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Market Drivers
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- Stable pet population
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- Figure 18: UK pet population, by type (excluding fish), 2014
- Rise in private renting suppresses pet ownership
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- Figure 19: Current housing situation, December 2014
- More households, smaller households
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- Figure 20: UK households, by size, 2008-18
- Pets are part of the family
Key Players – What You Need to Know
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- Fragmented supply
- Innovative market
- Own brand
- Small advertising spend
Key Players
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- Fragmented market place
- Healthcare brands
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- Figure 21: Examples of healthcare companies and brands
- Brands of pet products
Channels to Market
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- Pets at Home truly dominant
- 3,000 independent pet stores
- Grocers focus on foods and treats
- Bargain retailing
- Different customer journeys for commodity, impulse and considered purchases
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- Figure 22: Distribution of pet accessories, by retailer, 2015 (est)
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- Figure 23: Pet retail specialists, turnover (excluding VAT), 2010-14
- Figure 24: Pet retail specialists, operating profit, 2010-14
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- Figure 25: Pet retail specialists, operating margin, 2010-14
- The leading pet specialists plot store expansion
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- Figure 26: Pet retail specialists, store numbers, 2010-15
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- Figure 27: Pet retail specialists, sales per outlet, 2010-14
Brand Communication and Promotion
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- Fluctuating spend on petcare advertising
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- Figure 28: Recorded above-the-line, online display and direct mail total advertising expenditure on petcare, 2011-14
- Pets at Home dominates in terms of advertising spend
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- Figure 29: Recorded above-the-line, online display and direct mail total advertising expenditure on petcare, by advertiser, 2011-14
- Television adverts account for 84% of spend
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- Figure 30: Recorded above-the-line, online display and direct mail total advertising expenditure on petcare, by media type, 2011-14
- Figure 31: Recorded above-the-line, online display and direct mail total advertising expenditure on petcare, by media type, 2013 and 2014
- A note on ad spend
Launch Activity and Innovation
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- Retail innovation
- Dogs take centre stage
- Beco-friendly retail
- Supermarkets prioritise petcare
- Helpful online store locator tool
- Product innovation
- Tracking devices reassure owners on their pet’s location
- Tracking pets’ health and fitness
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- Figure 32: PitPat dog fitness tracking app
- Pets left at home are no longer alone
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- Figure 33: PetChatz Greet & Treat Videophone
- Giving cats the thrill of the chase
- Spray-on plasters
- Double-sided extra strong pet wipes
- Bed refresher eliminates pet odours
- Calming pet acoustics
- Microchip cat flap
The Consumer – What You Need to Know
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- Vibrant market with high levels of purchasing
- Toys top the list
- People treat pets as if they were human
- High use of online shopping
- Pets at Home is the most-used store
- Choice, competitive prices and convenient location
- High-tech pets
Purchasing and Spending
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- Plenty of impulse buying
- Time for bed
- Encouraging more replacement of collars and leads
- People buy gifts for their pets
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- Figure 34: Purchases of pet products, December 2012 and April 2015
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- Figure 35: Repertoire of purchases of petcare products, May 2015
What People Spent on Pet Products
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- Figure 36: Spend on pet products, April 2015
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Where They Bought Pet Accessories – In-store or Online
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- Figure 37: Shopped in-store or online for pet accessories, any, April 2015
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- Figure 38: Repertoire of retailers used for petcare purchases, May 2015
- Pets at Home tops the list of retailers used
- Convenience counts
- General retailers
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- Figure 39: Retailers used for pet accessories, any purchases, April 2015
- Comparing in-store and online by retailer
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- Figure 40: Retailers used for pet accessories, in-store or online, April 2015
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Factors Influencing Where They Shop
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- Figure 41: Factors that influence choice of retailer for pet accessories, April 2015
- Interest in high tech products for pets
- Getting pets moving
- Monitoring lonely pets
- Leave pets watching telly
- High tech games have young and upscale appeal
- Remote feeding
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- Figure 42: Interest in tech products for pets, April 2015
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Appendix – Data Sources and Abbreviations
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- Data sources
- Market sizing and segment performance
- Fan chart forecast
- Abbreviations
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