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Published by: Mintel International Group Ltd.
Published: Mar. 1, 2008 - 66 Pages
Table of Contents
- ISSUES IN THE MARKET
- Definitions
- Four key themes
- MARKET IN BRIEF
- A robust market
- Anthropomorphism of the market
- Branding and advertising spend is high
- The future looks good
- INTERNAL MARKET ENVIRONMENT
- Key points
- Cat ownership supersedes dog ownership with the move to smaller animals
- Figure 1: Ownership of cats and dogs, 2003-07
- The “humanisation” of pets
- Pet obesity is a big issue in this market
- BROADER MARKET ENVIRONMENT
- Key points
- Changing population dynamics…
- Figure 2: Effect of the changing make-up demographics on the UK population, 2007
- … is aiding trading up
- COMPETITIVE CONTEXT
- Key points
- Cash rich time poor consumers
- STRENGTHS AND WEAKNESSES IN THE MARKET
- Strengths
- Weaknesses
- MARKET VALUE AND FORECAST
- Key points
- Shift from wet to dry is affecting volumes
- Figure 3: UK sales of dog and cat food, at current and constant prices, 2002-07
- Value growth on the rise as consumers trade up
- Convenience
- Health and well-being
- Premium plus
- Provenance
- THE FUTURE
- FORECAST
- Value to grow over volume
- Figure 4: Forecast of the cat and dog food value size, at current prices, 2002 - 2012
- Figure 5: Forecast of the cat and dog food value size, at constant prices, 2002 - 2012
- FACTORS USED IN THE FORECAST
- SEGMENT PERFORMANCE
- Key points
- DOG FOOD
- Switch from dry to wet
- Figure 7: UK value sales of dog food, 2002-07
- Treats are growing
- Mixers are declining
- Figure 8: UK dog food market at current prices, by broad segment, 2003-07
- Figure 9: UK dog food market volume, by broad segment, 2003-07
- CAT FOOD
- Wet food is still preferred
- Figure 10: UK value sales of cat food, 2002-07
- Cat owners are prepared to trade up
- Other
- Figure 11: UK cat food market by broad segment, by value, 2003-07
- Figure 12: UK sales of wet and dry cat food*, by volume, 2003-07
- MARKET SHARE
- Key points
- Advertising critical to brand success
- Figure 13: Brand share in the pet food market, 2006-07
- Premium products performing best
- COMPANIES AND PRODUCTS
- Key points
- BRAND MAP
- Figure 14: Examples of leading dog and cat food manufacturers and their brands, March 2008
- COMPANY PROFILES
- Affinity Petcare UK
- Arden Grange Pet Foods
- Burns Pet Nutrition UK
- Butcher’s Pet Care Ltd
- Denes Natural Pet Care Ltd
- Hill’s Pet Nutrition Ltd
- Procter and Gamble
- Iams
- Eukanuba
- Masterfoods (Complementary Petcare)
- Nestlé Purina Petcare
- Pascoe’s Ltd
- Town and Country Petfoods Ltd
- Vitalin Pet Food
- Wagg Foods
- Bob Martin
- James Wellbeloved
- Royal Canin
- Dodson and Horrell
- Alpha Feeds
- Autarky
- Mackel Petfoods
- BRAND COMMUNICATION AND PROMOTION
- Key points
- Advertising falls
- Figure 15: Main monitored media spend on dog and cat food, 2003-07
- Masterfoods is the master dog brand advertiser
- Figure 16: Main monitored advertisers in dog food, 2004-07
- Nestlé No. 1 cat advertiser
- Figure 17: Main monitored advertisers in cat food, 2004-07
- Whiskas is still number one brand
- CHANNELS TO MARKET
- Key points
- Cat food
- Figure 18: UK retail sales of cat food, by type of outlet, by value, 2003-07
- Dog food
- Figure 19: UK retail sales of dog food, by type of outlet, by value, 2003-07
- Independents do better with dog food
- The rise of the Internet
- Veterinary surgeries
- CONSUMER 1 - CAT VS. DOG FOOD - A COMPARATIVE PERSPECTIVE
- Key points
- Cat owners prefer to use both wet and dry food
- Figure 20: Usage of cat food in the last 12 months, 2007
- Figure 21: Usage of dog food in the last 12 months, 2007
- PET FOOD BY PET OWNERSHIP
- Cats
- One cat households prefer pouches
- Figure 22: Number of cats in household by usage of cat food in 400g tins or cartons and 100g foil packs or
- pouches, 2007
- Figure 23: Number of cats in household by usage of packet cat food (dry and semi-moist) in the last 12
- months, 2007
- Dogs
- Usage of premium packaged wet dog food is lower
- Figure 24: Number of dogs in household by usage of dog food in 400g tins or cartons and 300g foil packs or
- pouches, 2007
- Two dogs owners treat more
- Figure 25: Number of dogs in household by usage of biscuits/mixers for dogs and other snacks for dogs,
- 2007
- CONSUMER 2 - DOG FOOD - USAGE AND FREQUENCY?
- Key points
- 400g tins or cartons
- Figure 26: Usage of dog food in 400g tins or cartons, 2007
- Tin users under 35 and C2DE
- Light users tend to dominate foil packs/pouches
- Figure 27: Usage of dog food in 300g foil packs or pouches, 2007
- Convenience drives usage of dry dog food
- Figure 28: Usage of packet dog food (complete meals and semi-moist food) in the last 12 months, 2007
- Greater opportunities for lifestage dog food
- Tins, foil packs cartons or pouches
- Figure 29: Types used, 2007
- Opportunity for more junior dry food
- Figure 30: Types used, 2007
- Biscuits/mixers for dogs
- Figure 31: Usage of biscuits/mixers for dogs, 2007
- “Humanisation” of pets drives usage of other snacks
- Figure 32: Usage of other snacks for dogs, 2007
- CONSUMER 3 - CAT FOOD - WHO - USAGE AND FREQUENCY?
- Key points
- 400g tins or cartons
- Figure 33: Usage of cat food in 400g tins or cartons, 2007
- Lower socio-economic groups buy canned on price
- Convenience fights tin usage
- 100g foil packs/pouches
- Figure 34: Usage of cat food in 100g foil packs or pouches, 2007
- Price sensitivity is key
- Dry and semi-moist
- Figure 35: Usage of packet cat food (dry and semi-moist) in the last 12 months, 2007
- Lifestage cat food
- Tins, foil packs, cartons or pouches
- Figure 36: Types used, 2007
- Packet cat food (dry and semi-moist)
- Figure 37: Types used, 2007
- Small opportunity for more kitten food
- Big opportunity for more senior food
- APPENDIX
- Advertising data
- ABBREVIATIONS
- THE APPENDIX 1 - INTERNAL MARKET ENVIRONMENT
- Pet ownership
- Figure 38: Ownership of cats, by demographic sub-group, 2007
- Figure 39: Ownership of dogs, by demographic sub-group, 2007
- THE APPENDIX 2 - BROADER MARKET ENVIRONMENT
- Changing population dynamics
- Figure 40: UK population changes in socio-economic status and age, 2002-12
- Figure 41: UK population changes in household size, 2002-12
- THE APPENDIX 3 - BRAND COMMUNICATION AND PROMOTION
- Figure 42: Main monitored media spend on dog food, 2004-07
- Figure 43: Main monitored media spend on cat food, 2004-07
- APPENDIX 4 - CHANNELS TO MARKET
- Figure 44: Where pet food is normally bought, 2007
- THE APPENDIX 5 - CONSUMER 2 - DOG FOOD - WHO USAGE AND FREQUENCY - DETAILED DEMOGRAPHICS
- Figure 45: Usage of dog food in tins, foil packs, cartons or pouches in the last 12 months, by demographic
- sub-group, 2007
- Dog food 400g tins or cartons
- Figure 46: Usage of dog food in 400g tins or cartons, by demographic sub-group, 2007
- Dog food - 300g foil pack
- Figure 47: Usage of dog food in 300g foil packs or pouches, by demographic sub-group, 2007
- Complete meals and semi-moist foods
- Figure 48: Usage of packet dog food (complete meals and semi-moist food) in the last 12 months, by
- demographic sub-group, 2007
- Dog biscuits/snacks
- Figure 49: Usage of dog biscuits/snacks for dogs in the last 12 months, by demographic sub-group, 2007
- Dog biscuits/mixers
- Figure 50: Usage of biscuits/mixers for dogs, by demographic sub-group, 2007
- Figure 51: Usage of dog food in 400g tins or cartons by usage of biscuits/mixers for dogs and other snacks
- for dogs, 2007
- Figure 52: Usage of dog food in 300g foil packs or pouches by usage of biscuits/mixers for dogs and other
- snacks for dogs, 2007
- Other snacks for dogs
- Figure 53: Usage of other snacks for dogs, by demographic sub-group, 2007
- THE APPENDIX 6 - CONSUMER 3 - CAT FOOD - WHO USAGE AND FREQUENCY? - DETAILED DEMOGRAPHICS
- CAT FOOD
- All users
- Figure 54: Usage of cat food in tins, foil packs, cartons or pouches in the last 12 months, by demographic
- sub-group, 2007
- Cat food 400g tins or cartons
- Figure 55: Usage of cat food in 400g tins or cartons, by demographic sub-group, 2007
- Cat food 100g foil packs pouches
- Figure 56: Usage of cat food in 100g foil packs or pouches, by demographic sub-group, 2007
- Dry semi-moist
- Figure 57: Usage of packet cat food (dry and semi-moist) in the last 12 months, by demographic sub-group,
- 2007
- APPENDIX: RESEARCH METHODOLOGY
AbstractCat and dog owners are increasingly anthropomorphic - they treat their pets like little humans. This is driving value growth in a market where volume sales are struggling with the preference for smaller animals and the shift from wet to dry food, particularly in dog food.
Value growth has continued by around 3% year-on-year recently, and is likely to continue. The trends in human food consumption are being witnessed in the pet food market, with a greater emphasis on convenience and health. Manufacturers are tying new products in with these key trends to drive growth. In the future, organic and provenance-assured foods will become more prevalent.
Key themes: - Owners increasingly “humanise” their pets
- Struggling volume growth with the shift from wet to dry food
- Convenience and naturalness are the key drivers of new product development
- Organic, provenance and lifestage-specific foods are opportunities for growth.
Definitions:
Mintel defines cat and dog food as any foods that are specifically formulated and marketed for cats or dogs, including treats. Market size data include cat and dog food sold through all retail outlets including food sold through veterinary practices.
For the purposes of this report, specific definitions are as follows:- Wet food - has a moisture content of 60-85% and is mostly packed in tins, foil or plastic.
- Dry food - has a moisture content of around 10% and includes complete foods.
- Semi-moist food - has a moisture content of 25-30% and includes complete foods.
- Some liquid, such as cat milk, is also included.
- Value figures throughout this report are at retail selling prices (rsp) unless otherwise stated.
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