Table of Contents
Executive Summary
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- The market
- Pet food set to grow 13.9% by 2023
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- Figure 1: Total UK retail value sales of cat and dog food (incl VAT), 2013-23
- Pet care to grow 24.8% by 2023
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- Figure 2: Consumer spending on pet care products and services, 2013-23
- Pet ownership remains stable
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- Figure 3: Pet ownership, May 2014-May 2018
- Companies and brands
- Supermarkets look to make the most of their pet food offering
- Adspend rises by 2.3%
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- Figure 4: Total above-the-line, online display and direct mail advertising expenditure on pet food and pet care, 2014-18
- The consumer
- Pet toys are the most popular pet care product bought
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- Figure 5: Types of pet care products bought, May 2018
- Health check-ups most paid-for service
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- Figure 6: Types of pet care services paid for, May 2018
- Pets At Home is the most popular retailer for pet care products
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- Figure 7: Where pet care products were bought in the last 12 months, May 2018
- Vets are the most popular pet care service provider
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- Figure 8: Where pet services were paid for in the last 12 months, May 2018
- Supermarkets dominate pet food
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- Figure 9: Where pet food is typically bought, May 2018
- Ordering pet food online seen as more convenient than in-store
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- Figure 10: Pet food attitudes, May 2018
- Eco-friendly and self-moving toys present an opportunity for retailers
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- Figure 11: Interest in pet products, May 2018
- Pet health check-up most desired service
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- Figure 12: Interest in pet care services, May 2018
- Pet owners feel confident in taking care of their pet
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- Figure 13: Pet retailer and pet behaviours, May 2018
- What we think
Issues and Insights
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- Premiumisation of pet products and pet food
- The facts
- The implications
- The growth of services
- The facts
- The implications
- Event offerings for pets
- The facts
- The implications
The Market – What You Need to Know
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- Pet food performs well
- Pet care products growing well
- Pet care services increase
- Pet ownership remains stable
Market Size and Forecast
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- Food sales see strong growth
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- Figure 14: Total UK retail value sales of cat and dog food, 2013-23
- Pet care products and services rise
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- Figure 15: Consumer spending on pet care products and services, 2013-23
- Pet care products benefit from new product releases
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- Figure 16: Consumer spending on pet care products, 2013-23
- Pet care services to rise by a third
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- Figure 17: Consumer spending on pet care services*, 2013-23
- Forecast methodology
Market Drivers
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- Price of pet products and services starts to rise
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- Figure 18: Annual percentage change in the price of pets, related products and services and overall inflation, Jul 2017-Mar 2018
- Average weekly expenditure rises
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- Figure 19: Average weekly expenditure of pets and pet food, 2015-17
- Figure 20: Total weekly expenditure of pets and pet foods, 2015-17
- Majority of consumers own a pet
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- Figure 21: Pet ownership, May 2014-May 2018
- People are working fewer hours
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- Figure 22: Seasonally adjusted average actual weekly hours of work, Jan 2000-Mar 2018
Companies and Brands – What You Need to Know
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- Amazon entering the pet market
- Pet services present a major opportunity
- Supermarkets strengthen their pet food offering
- Premiumisation of pet products
- Advertising spend rises by 2.3%
- Nestlé has the highest ad expenditure
Competitive Strategies
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- Amazon enters the pet food market and ramps up for expansion
- Pet services present a major opportunity for retailers
- Pet food manufacturers acquire new businesses in growing markets
- Mars Petcare to buy European vet business AniCura
- Nestlé buys tails.com, a British tailor-made dog food company
- Supermarkets look to make the most of their strong pet food position
- Sainsbury’s
- Tesco
- Waitrose
- Asda
Launch Activity and Innovation
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- New product releases
- IKEA launches pet furniture range
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- Figure 23: IKEA LURVIG range
- Aldi releases range of Christmas dog jumpers
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- Figure 24: Aldi Christmas Jumper range, December 2017
- Pooch Power Shovel
- Smart dog collar records location, takes photos and tracks pet
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- Figure 25: Link AKC collar
- Barbour launches loyalty scheme for dogs and owners
- Dog hiking boots
- Pet-friendly events
- Pawkier pop-up dog wear shop
- Pet Pavilion opens pop-up bar with beverages for dogs
- by Chloe has dog food on regular menu
- Smith & Whistle creates dog-friendly cocktail menu for National Pets Month
- New service offerings
- PawSquad offers on-demand vet service
- On-demand cat sitting
- Online offerings
- Amazon launches own-brand pet food brand Wag
- Perfect Fit launches pet care chatbot
- Premiumisation
- Love My Human opens first ever store
- Luxury pet beds
Advertising and Marketing Activity
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- Advertising spending dropped since 2015
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- Figure 26: Total above-the-line, online display and direct mail advertising expenditure on pet food and pet care, 2014-18
- Nestlé is the leading advertising spender
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- Figure 27: Total above-the-line, online display and direct mail advertising expenditure on pet food and pet care, by leading advertiser, 2017
- Figure 28: Total above-the-line, online display and direct mail advertising expenditure on pet food and pet care, by leading advertiser, 2014-18
- Television dominates advertising expenditure
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- Figure 29: Total above-the-line, online display and direct mail advertising expenditure on pet food and pet care, by media type, 2017
- Figure 30: Total above-the-line, online display and direct mail advertising expenditure on pet food and pet care, by leading advertiser and media type, 2017
- Campaign highlights
- Peter Rabbit and Pets At Home do joint advert
- Amazon Echo pet food ordering
- Argos ‘petscercise’ exercise classes
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- Majority of pet owners buy pet care products
- Pets At Home popular destination for pet care products
- Supermarkets most popular place to buy pet food
- Amazon is the most popular online retailer for any pet product
- Brand of pet food unimportant for most pet owners
- Interest in eco-friendly pet care products
- Pet health check-ups are the most popular service
- Pet owners confident in ability to take care of pet
What Pet Care Products and Services are Bought
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- Pet owners more likely to buy products than services
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- Figure 31: Types of pet care products bought and pet care services paid for, NET, May 2018
- Pet toys are the most popular product bought
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- Figure 32: Types of pet care products bought, May 2018
- Pet products repertoire
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- Figure 33: Repertoire of pet care products bought, May 2018
- Pet clothes more popular with young people
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- Figure 34: Interest in pet clothes, by age, May 2018
- Health check-ups most paid-for service
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- Figure 35: Types of pet care services paid for, May 2018
- Pet care services repertoire
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- Figure 36: Repertoire of pet care services paid for, May 2018
- Disparity between dog and cat owners
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- Figure 37: Types of pet care products bought and pet care services paid for, by pet ownership, May 2018
Where Pet Care Products and Services are Bought
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- Pets At Home is the most popular retailer for pet care products
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- Figure 38: Where pet care products were bought in the last 12 months, May 2018
- Pet care products retailer repertoire
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- Figure 39: Repertoire of where pet care products were bought in the last 12 months, May 2018
- In-store is the most popular way to get pet care products
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- Figure 40: How pet care products were bought in the last 12 months, NET, May 2018
- Amazon is by far the leading online pet care product retailer
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- Figure 41: Where pet care products were bought from online in the last 12 months, May 2018
- Vets dominate pet service providers
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- Figure 42: Where pet services were paid for in the last 12 months, May 2018
Where Pet Food is Bought
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- Supermarkets most popular place to buy pet food
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- Figure 43: Where pet food is typically bought, May 2018
- Pet food retailer repertoire
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- Figure 44: Repertoire of where pet food is typically bought, May 2018
- Pet food typically bought in-store
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- Figure 45: How pet food is typically bought, May 2018
- Most pet owners just stick to one way of buying
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- Figure 46: Repertoire of how pet food is typically bought, May 2018
- Amazon is one of the most popular online retailers for pet food
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- Figure 47: Where pet food is typically bought online, May 2018
Attitudes towards Pet Food
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- Brand not as important for pet owners
- Pet food made in-store is an opportunity for retailers
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- Figure 48: Pet food attitudes, May 2018
- Human-style pet food is an opportunity for food brands
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- Figure 49: Pet food attitudes, by age, May 2018
- Young people see online retail as convenient
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- Figure 50: Pet food attitudes, by age, May 2018
Interest in Pet Care Products
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- Eco-friendly toys ranked highly
- Self-moving toys also wanted by pet owners
- Young people interested in designer/luxury products
- Reflective products wanted by dog owners
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- Figure 51: Interest in pet products, May 2018
- Young Millennials the most interested in pet innovations
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- Figure 52: Interest in pet products, by generation, May 2018
Interest in Pet Care Services
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- Pet health check-up at the top of the list
- Grooming service demand presents an opportunity
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- Figure 53: Interest in pet services, May 2018
- Dog owners more interested in paying for pet services
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- Figure 54: Interest in pet services, by pet ownership, May 2018
Behaviours towards Pet Care Products and Services
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- Online retailers have a good range
- Consumers prioritise their pet spending more than personal spending
- Shop assistants can drive sales with advice and knowledge
- Absence of matching pet accessories for menswear is a big opportunity
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- Figure 55: Pet retailer and pet behaviours, May 2018
- Older consumers more confident in ensuring that their pet is healthy
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- Figure 56: Pet retailer and pet behaviours, by age, May 2018
- Young Millennials more likely to spend more on pets than Baby Boomers
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- Figure 57: Pet retailer and pet behaviours, by generation, May 2018
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
- Forecasts by segment
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- Figure 58: Total UK retail value and volume sales of cat and dog food, 2018-23
- Figure 59: Consumer spending on pet care products and services, 2018-23
- Figure 60: Consumer spending on pet care products, 2018-23
- Figure 61: Consumer spending on pet care services, 2018-23
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