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Pet Food and Supplies - UK - March 2011

INTRODUCTION
Definition
Abbreviations
FUTURE OPPORTUNITIES
Creature Comfort
Stability
EXECUTIVE SUMMARY
The market
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
Figure 2: Agreement with attitudes towards pets, January 2011
Fun wins over functional when it comes to pet accessories
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
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
Key points
The rise and fall and rise again of the pet population
More people owning more dogs
Figure 4: Pet ownership, 2006-10
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
Figure 6: Type of household pet owned, January 2011
Figure 7: Total number of pets in household, January 2011
Children are an incentive to purchase
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
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
Key points
Families are struggling to make ends meet
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
Figure 11: Forecast adult population trends, by lifestage, 2004-14
Pets are a costly business
Figure 12: Lifetime costs of selected dog ownership, 2010
Sustainability becomes the new buzzword in pet food
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Figure 13: New product launches in the pet food category, Q1 2006-Q4 2010
Figure 14: New product launches in the pet food category, January 2006-December 2010
Fast-growing pet food claims
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
Figure 16: New product launches in the pet food category, by type of packaging, January 2006-December 2010
Capitalising on seasonal opportunities
Pet products
Figure 17: New product launches in the UK pet products (non-food), by top ten claims, January 2007-December 2010
MARKET VALUE AND FORECAST
Key points
The bigger picture
Figure 18: Average weekly and annual expenditure on pets and pet food, 2006-09
Overall pet care market proves resilient but not recession-proof
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
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
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
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
Key points
Value sales of all pet food
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
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
Figure 25: Estimated UK value sales of dog food, by segment, 2005-10
Value sales of cat food
Figure 26: Estimated UK value sales of cat food, by segment, 2005-10
Value sales of pet care – pet accessories and healthcare
Figure 27: Estimated UK value sales of pet accessories and healthcare, 2005-10
MARKET SHARE
Key points
Figure 28: Brand share in the cat and dog food market, 2009 and 2010
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
 MAJOR PLAYERS
Butcher’s
Background
Product range
Recent activity/innovations
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
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
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
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
Key points
Media spend on pet food fluctuates but peaks during 2010
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
Key points
Figure 35: Trend in usage of wet and dry cat and dog food, 2007-10
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
Key points
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
Figure 38: Important factors when buying cat or dog food, according to selected statements, January 2011
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
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
Key points
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
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
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
Key points
Figure 44: Agreement with attitudes towards pets, January 2011
Surrogate child syndrome
Are women more sentimental about pets?
Figure 45: Agreement with attitudes towards pets, by gender, according to above- or below-average response, January 2011
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
Key points
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
Figure 48: Population of dogs and cats and the number of households owning these animals, 2000-10
Figure 49: Pet ownership, 2006-10
Figure 50: Size of dog, 2006-10
Figure 51: Type of fish own, 2006-10
Figure 52: Where pet food bought, 2006-10
Figure 53: Ownership of household pets, January 2011
Figure 54: Type of household pet owned, January 2011
Figure 55: Type of household pet owned, by demographics, January 2011
Figure 56: Total number of pets in household, January 2011
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
Figure 59: Have pet insurance, 2006-10
APPENDIX – USAGE TRENDS IN CAT AND DOG FOOD
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
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
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
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
Figure 68: Frequency of use of dog biscuits and mixers, 2007-10
Figure 69: Frequency of use of dog biscuits, 2008-10
Figure 70: Frequency of use of dog mixers, 2008-10
Figure 71: Frequency of use of other dog treats, 2007-10
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
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
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
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
APPENDIX – CONSUMER PRIORITIES WHEN BUYING CAT AND DOG FOOD
Figure 80: Most popular factors when buying cat or dog food, by demographics, January 2011
Figure 81: Next most popular factors when buying cat or dog food, by demographics, January 2011
Figure 82: Important factors when buying cat or dog food, by ownership of pets, January 2011
Figure 83: Important factors when buying cat or dog food, by number of pets owned, January 2011
Figure 84: Important factors when buying cat or dog food, by dogs owned, January 2011
Figure 85: Important factors when buying cat or dog food, by cats owned, January 2011
Figure 86: Important factors when buying cat or dog food, by type of household pet owned and number of pets owned, January 2011
APPENDIX – ENTHUSIASM FOR PET ACCESSORIES
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
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
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
Figure 93: Repertoire of pet accessories purchased in the last 12 months, by demographics, January 2011
APPENDIX – CONSUMER ATTITUDES TOWARDS THEIR PETS
Figure 94: Agreement with attitudes towards pets, January 2011
Figure 95: Agreement with the statement ‘I treat my pet with as much care as I would a child’, by demographics, July 2010
Figure 96: Agreement with the statement ‘My pet(s) is/are part of the family’, by demographics, July 2010
Figure 97: Agreement with the statement ‘I am concerned about my pet’s weight’, by demographics, July 2010
Figure 98: Agreement with the statement ‘I let my pet eat as much as it wants’, by demographics, July 2010
Figure 99: Agreement with the statement ‘I like spoiling my pet with treats’, by demographics, July 2010
Figure 100: Agreement with the statement ‘I enjoy exercising my pet’, by demographics, July 2010
Figure 101: Agreement with the statement ‘I always make sure my pet gets enough exercise’, by demographics, July 2010
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
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
Figure 104: Agreement with the statement ‘I am more interested in nutritional content than price of my pet’s food’, by demographics, July 2010
APPENDIX – CONSUMER TARGET GROUPS
Figure 105: Attitudes towards pets, by target groups, January 2011
Figure 106: Target groups, by demographics, January 2011
Figure 107: Type of household pet owned and number of pets owned, by target groups, January 2011
Figure 108: Important factors when buying cat or dog food, by target groups, January 2011
Figure 109: Pet accessories purchased in the last 12 months, by target groups, January 2011

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