What you need to know
Expected to reach £2.8 billion by the end of 2019, the value of cat and dog food has risen 17% over the last five years. This has been fuelled by inflation and premiumisation, with modest volume growth of just 3% over the period to 1,056 million kg.
Humanisation continues be a core driver behind NPD and the category is delving further into added value across health and wellness, as well as indulgence and the fun factor. Naturalness is key for pet owners; all-natural ingredients are the top factor looked for when buying pet food. However, operators must go beyond this claim to stand out in this space. Greater transparency, for example in terms of ingredient provenance and manufacturing processes, will be pivotal in building trust in pet food products.
Greener packaging, meal kits for making pet food at home, all-British ingredients and recipes featuring ‘good bacteria’ are all areas that offer ripe opportunities for pet food manufacturers.
Products covered in this Report
The market size in this Report comprises UK retail sales of pet food for cats and dogs through all retail channels, including direct to consumers. Food is categorised as dry, wet, snacks and treats. Cat drinks are also included.
Excluded are healthcare and accessories such as items for home grooming, collars, leashes, toys, chews, bedding, feeding equipment and litter, and over-the-counter flea/tick treatments and prescription medicines. Pets themselves as well as services for pets, such as boarding, grooming, training and veterinary services, and pet insurance are also excluded from the market size and from this Report.
