Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- Strong growth in value sales continues in 2018
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- Figure 1: Total UK retail value sales of cat and dog food, 2013-23
- Modest volume growth predicted over 2018-23
- Snacks and treats see strong value and volume growth in dog food
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- Figure 2: UK retail value sales of dog food, by type, 2016-18
- Wet cat food retains share of value and volume sales
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- Figure 3: UK retail value sales of cat food, by type, 2016-18
- Pet ownership is stable, pressures remain
- Pet obesity remains top welfare concern for vets
- Focus on plastic packaging is a challenge for the market
- Companies and brands
- Leading dog food brands continue to see sales fall
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- Figure 4: Leading brands’ sales in the UK retail wet and dry dog food market, by value, 2016/17 and 2017/18
- Felix and Whiskas see another year of falling sales
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- Figure 5: Leading brands’ sales in the UK retail wet and dry cat food market, by value, 2016/17 and 2017/18
- Mars and Nestlé lead launches; NPD focuses on texture
- Sainsbury’s launches hypoallergenic pet food; Tesco extends availability of chilled food
- Upswing in pet food tapping into buzz around gut health
- Advertising spend enters third year of decline
- Cat food claws back some share of adspend
- The consumer
- Dry food leads for dogs, wet for cats
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- Figure 6: Feeding cats and dogs shop-bought and homemade food, May 2018
- High reported purchasing of high-protein pet food, plant-based lags
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- Figure 7: Interest in buying selected emerging types of pet food, May 2018
- High-protein pet food enjoys nutritious image, grain-free and plant-based lack awareness
- A favourite brand is important to two fifths of pet owners
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- Figure 8: Choice factors when purchasing pet food, May 2018
- Products that allow pets to join in human activities garner interest
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- Figure 9: Interest in pet food products, May 2018
- Need to tackle scepticism about pet food health claims
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- Figure 10: Behaviours related to pet food, May 2018
- What we think
Issues and Insights
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- Grain-free and plant-based pet food spark interest but lack awareness
- The facts
- The implications
- Trust in functional claims on pet food is still low
- The facts
- The implications
- Opportunity for subscription services in pet food
- The facts
- The implications
The Market – What You Need to Know
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- Strong growth in value sales continues in 2018
- Modest volume growth predicted over 2018-23
- Snacks and treats see strong value and volume growth in dog food
- Wet cat food retains share of value and volume sales
- Pet ownership is stable, pressures remain
- Pet obesity remains top welfare concern for vets
- Focus on plastic packaging is a challenge for the market
Market Size and Forecast
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- Strong growth in value sales continues
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- Figure 11: Total UK retail value and volume sales of cat and dog food, 2013-23
- Marginal growth expected for volume sales
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- Figure 12: Total UK retail volume sales of cat and dog food, 2013-23
- Strong outlook for value sales forecast
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- Figure 13: Total UK retail value sales of cat and dog food, 2013-23
- Forecast methodology
Market Segmentation
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- Snacks and treats see strong value and volume growth in dog food
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- Figure 14: UK retail value and volume sales of dog food, by type, 2016-18
- Wet dog food value sales grow ahead of volumes
- Wet cat food retains share of value and volume sales
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- Figure 15: UK retail value and volume sales of cat food, by type, 2016-18
Market Drivers
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- Pet obesity remains top welfare concern for vets
- Pet ownership is stable
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- Figure 16: Pet ownership, by type of pet, May 2014-May 2018
- Private renting curbs pet ownership
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- Figure 17: Cat/dog ownership, by housing situation, May 2018
- Growing child population should support the market
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- Figure 18: Cat and dog ownership, by presence of children in the household, May 2018
- Return to growth for real incomes
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- Figure 19: Annual percentage change in CPI and AWE (regular pay), monthly basis, January 2012-May 2018
- Focus on plastic packaging is a challenge for the market
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- Figure 20: Share of new products in the UK pet food market carrying an environmentally friendly package claim, 2014-18
- Raw food faces safety concerns
Companies and Brands – What You Need to Know
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- Leading dog food brands continue to see sales fall
- Felix and Whiskas see another year of falling sales
- Mars and Nestlé lead launches; NPD focuses on texture
- Sainsbury’s launches hypoallergenic pet food; Tesco extends availability of chilled food
- Upswing in pet food tapping into buzz around gut health
- Advertising spend enters third year of decline
- Cat food claws back some share of adspend
Market Share
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- Leading dog food brands continue to see sales fall
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- Figure 21: Leading brands’ sales in the UK retail wet and dry dog food market, by value and volume, 2016/17 and 2017/18
- Own-label continues to gain share
- Good Boy and Pedigree prop up volume growth for dog snacks and treats
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- Figure 22: Leading brands’ sales in the UK retail dog snacks and treats market, by value and volume, 2016/17 and 2017/18
- Felix and Whiskas see another year of falling sales
- Strong value sales continue for Gourmet and Sheba
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- Figure 23: Leading brands’ sales in the UK retail wet and dry cat food market, by value and volume, 2016/17 and 2017/18
- Dreamies’ sales fall into decline; Whiskas’ woes continue
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- Figure 24: Leading brands’ sales in the UK retail cat snacks and treats market, by value and volume, 2016/17 and 2017/18
Launch Activity and Innovation
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- Dog snacks and treats extend share of launches
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- Figure 25: New product launches in the UK pet food market, by segment (sorted by 2017), 2014-18
- Mars and Nestlé lead launches; NPD focuses on texture
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- Figure 26: Share of new product launches in the UK pet food market, by company, 2014-18
- Butcher’s Pet Care revamps dog food range
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- Figure 27: Butcher’s dog food rebranding, April 2018
- Dreamies extends portfolio with Deli-Catz range
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- Figure 28: Dreamies’ new Deli-Catz range of cat treats, August 2017
- Raft of launches from premium cat food brand Sheba
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- Figure 29: Sheba Creamy Snacks with Beef, January 2018
- Nestlé extends Purina Gourmet range…
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- Figure 30: Purina Gourmet Melting Heart Cat Food, January 2018
- …and adds premium Concoctions range to Felix As Good As It Looks
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- Figure 31: Felix As Good As It Looks Concoctions wet cat food, March 2018
- Lily’s Kitchen launches ‘Suppurrs Stews’
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- Figure 32: Lily’s Kitchen Suppurrs Stews, July 2018
- Sainsbury’s launches a range of hypoallergenic pet food
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- Figure 33: Sainsbury’s hypoallergenic pet food, January 2018
- Tesco extends availability of chilled pet food in its stores
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- Figure 34: Examples of chilled dog food products available at Tesco, December 2017-February 2018
- M&S’ NPD activity focuses on range rebrand
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- Figure 35: Examples from M&S pet food range, January-June 2018
- No additives/preservatives claims surge forward
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- Figure 36: Share of new product launches in the UK pet food market carrying a no additives/preservatives claim, 2014-18
- Upswing in pet food tapping into buzz around gut health
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- Figure 37: Fish4Dogs pet food with prebiotics, April 2018
- Novelty pet food launches on the up
- Three Dog Bakery launches Sandwich Cookies for dogs
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- Figure 38: Sandwich cookies from Three Dog Bakery, March 2018
- “Alcohol-style” drinks for pets are emerging
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- Figure 39: ‘Pawsecco’ products, 2017 and 2018
- Austin and Kat brings CBD dog biscuits to the UK
- Packaging activity spans sustainability and social causes
- Webbox makes 100% recyclable packaging pledge
- Naturediet Pet Foods plans transition to Tetra Pak cartons
- Lily’s Kitchen repackaged to celebrate Pride
Advertising and Marketing Activity
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- Advertising spend enters third year of decline
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- Figure 40: Total above-the-line, online display and direct mail advertising expenditure on pet food, 2014-18
- Cat food claws back some share of adspend
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- Figure 41: Total and share of above-the-line, online display and direct mail advertising expenditure on pet food, by type, 2014-18
- Whiskas is the most heavily advertised brand despite cutbacks
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- Figure 42: Total above-the-line, online display and direct mail advertising expenditure on pet food, by top 10 brands, 2014-18
- Dreamies promotes new Deli-Catz range of treats
- Felix is still #uptomischief
- Sheba continues with Resistance is Futile campaign
- Pets at Home partners with Jimmy Doherty to ask “What’s in your dog’s dinner?”
- James Wellbeloved partners with The Times for #wellchuffed campaign
- Harringtons introduces Walkies on the Wild Side campaign
- Lily’s Kitchen launches first above-the-line campaign…
- …and leads the call for companies to ‘ditch the pouch’
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- Dry food leads for dogs, wet for cats
- High reported purchasing of high-protein pet food, plant-based lags
- High-protein pet food enjoys nutritious image, grain-free and plant-based lack awareness
- A favourite brand is important to two fifths of pet owners
- Products that allow pets to join in human activities garner interest
- Need to tackle scepticism on pet food health claims
Pet Food Feeding Behaviours
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- Dog owners are more likely to make pet food at home than cat owners
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- Figure 43: Feeding cats and dogs shop-bought and homemade food, May 2018
- Dry food remains the staple for dogs, wet food for cats
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- Figure 44: Types of pet food bought, by type of pet, May 2018
Interest in Purchasing Emerging Types of Pet Food
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- High-protein pet food is reportedly bought by more than a third
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- Figure 45: Interest in buying selected emerging types of pet food, May 2018
- Just three in 10 pet owners are interested in buying raw food
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- Figure 46: Share of new product launches in the UK pet food market carrying selected claims, 2014-18
- Younger pet owners are the most interested in buying grain-free pet food
- Sizeable interest in plant-based pet food
- Uptick in NPD fuelled by snacks
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- Figure 47: Examples of vegan/vegetarian dog treats in the UK pet food market, May 2018
Qualities Associated with Emerging Types of Pet Food
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- High-protein food is associated with the most positive attributes
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- Figure 48: Correspondence analysis, perceptions of selected pet food concepts, May 2018
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- Figure 49: Perceptions of selected pet food concepts, May 2018
- Widespread uncertainty about grain-free and plant-based pet foods
- Only 19% see plant-based as better for the environment
- Grain-free and plant-based foods lag behind on perceptions as nutritious
- Raw food is seen as the least processed but storage is a concern
Choice Factors in Pet Food Purchasing
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- A favourite brand is important to two fifths of pet owners
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- Figure 50: Choice factors when purchasing pet food, May 2018
- Functional benefits are important yet scepticism is high
- All-natural ingredients are less of a priority than price
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- Figure 51: Share of new product launches in the UK pet food market carrying an all-natural product claim, 2014-18
- Older pet owners are most likely to look for foods specific to lifestage
Interest in Pet Food Products
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- Products that allow pets to join in human activities garner most interest
- A quarter would be interested in buying pet-friendly cakes for special occasions
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- Figure 52: Interest in pet food products, May 2018
- Pet-friendly drinks is an under-explored area of the pet market
- Frozen treats can help with fluid intake
Behaviours Related to Pet Food
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- Proving health claims on pet food is important
- A role for vets and store staff in building trust
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- Figure 53: Behaviours related to pet food, May 2018
- Campaigns on the quality of pet food have reached a sizeable audience
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- Figure 54: Example of grain-free dog food highlighting ingredients, April 2018
- Marked interest in subscription pet food plans
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Figure 55: Best- and worst-case forecasts for retail sales of cat and dog food, by value, 2018-23
- Figure 56: Best- and worst-case forecasts for retail sales of cat and dog food, by volume, 2018-23
- Forecast methodology
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Appendix – Market Drivers
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- Figure 57: Trends in the age structure of the UK population, 2013-18 and 2018-23
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Appendix – Launch Activity and Innovation
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- Figure 58: New product launches in the UK pet food market, by branded versus own-label, 2014-18
- Figure 59: Share of new product launches in the UK pet food market carrying a digestion and urinary tract claim, 2014-18
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- Figure 60: Share of new product launches in the UK pet food market carrying a seasonal claim, 2014-18
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Appendix – Advertising and Marketing Activity
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- Figure 61: Share of above-the-line, online display and direct mail advertising expenditure on pet food, by top 10 brands, 2014-18
- Figure 62: Total above-the-line, online display and direct mail advertising expenditure on pet food, by top 10 advertisers, 2014-18
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- Figure 63: Share of above-the-line, online display and direct mail advertising expenditure on pet food, by top 10 advertisers, 2014-18
- Figure 64: Total and share of above-the-line, online display and direct mail advertising, by media type, 2014-18
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Appendix – Market Share
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- Figure 65: Leading manufacturers’ sales in the UK retail wet and dry dog food market, by value and volume, 2016/17 and 2017/18
- Figure 66: Leading manufacturers’ sales in the UK retail dog snacks and treats market, by value and volume, 2016/17 and 2017/18
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- Figure 67: Leading manufacturers’ sales in the UK retail wet and dry cat food market, by value and volume, 2016/17 and 2017/18
- Figure 68: Leading manufacturers’ sales in the UK retail cat snacks and treats market, by value and volume, 2016/17 and 2017/18
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Appendix – The Consumer
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- Figure 69: How pet food is typically bought, May 2018
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- Figure 70: Repertoire of types of pet food bought, May 2018
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