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Pet Food - UK - September 2015

Pet Food - UK - September 2015

“The market looks to face pressure from the ageing population, growth in privately rented dwellings and concerns around pet obesity. However, the interest in pet food with premium features, such as ‘human grade’ ingredients and chilled pet food, suggest opportunities for NPD to fuel trading up.”

– Douglas Faughnan, Senior Food and Drink Analyst

This report discusses the following key topics:

Pet owners seek guidance on food choices
Humanisation remains relevant in pet food
Dry pet food is seen by many as boring, wet food retains a treat image


OVERVIEW
What you need to know
Products covered in this report
EXECUTIVE SUMMARY
The market
Figure 1: Total UK retail value sales of cat and dog food, 2010-20
Figure 2: UK retail value sales of cat and dog food, by format, 2012-14
Companies, brands and innovation
The consumer
Figure 3: Pet ownership, by type of pet, April 2015
Figure 4: Channels used to buy pet food, April 2015
Figure 5: Attitudes towards buying pet food and treats, April 2015
Figure 6: Interest and purchase of pet food products, April 2015
Figure 7: Attitudes towards pets and pet food, April 2015
What we think
ISSUES & INSIGHTS
Pet owners seek guidance on food choices
Humanisation remains relevant in pet food
Dry pet food is seen by many as boring, wet food retains a treat image
THE MARKET
What you need to know
Volume decline continues
Dry dog food suffering the most
Dry cat food fares poorly
Scares around commercially produced pet food haven’t gone unnoticed
Pet obesity could hinder long-term growth in snacks and treats
Children drive pet ownership
Rise in privately rented dwellings does not bode well for pet food
Market size and forecast
Sliding dog food sales drag pet food market down
Measures to economise curb pet food sales
A shift to smaller formats likely to hamper volumes
Outlook remains challenging
Figure 8: Total UK retail value sales of cat and dog food, 2010-20
Figure 9: Total UK retail value and volume sales of cat and dog food, 2010-20
Market segmentation
Dry dog food suffering the most
Figure 10: UK retail value and volume sales of dog food, by format, 2012-14
Further volume decline expected in dog food
Figure 11: Total UK retail value sales of dog food, 2010-20
Figure 12: Total UK retail value and volume sales of dog food, 2010-20
Dry cat food fares poorly
Figure 13: UK retail value and volume sales of cat food, by format, 2012-14
Cat food set to struggle to buoy volumes
Figure 14: Total UK retail value sales of cat food, 2010-20
Figure 15: Total UK retail value and volume sales of cat food, 2010-20
Market drivers
Scares around commercially produced pet food haven’t gone unnoticed
Pet obesity could hinder long-term growth in snacks and treats
Presence of children drives pet ownership
Figure 16: Trends in age structure of the UK population, 2010-20
Rise in privately rented dwellings does not bode well for pet food
Figure 17: UK housing stock, by tenure, 2009-14
KEY PLAYERS
What you need to know
Pedigree retains top spot in dog food
Whiskas loses lead in cat food
Above-the-line advertising spend stalls in 2014
NPD focuses on treats and wet food, while dry food is neglected
Gluten-free reaches 14% of new pet food launches in 2014
Seasonal NPD reflects owners’ tendency to treat pets as family
Low-fat claims rise as concerns around pet obesity persist
Market share
Purina’s Bakers loses ground
Figure 18: Leading brands’ sales in the UK retail wet and dry dog food market, by value and volume, 2013/14* and 2014/15**
Figure 19: Leading manufacturers’ sales in the UK retail wet and dry dog food market, by value and volume, 2013/14* and 2014/15**
Pedigree grows volume share with Tasty Bites and Dentaflex
Figure 20: Leading brands’ sales in the UK retail dog snacks and treats market, by value and volume, 2013/14* and 2014/15**
Figure 21: Leading manufacturers’ sales in the UK retail dog snacks and treats market, by value and volume, 2013/14* and 2014/15**
Mars hopes to halt declining Whiskas sales with brand refresh
Figure 22: Leading brands’ sales in the UK retail wet and dry cat food market, by value and volume, 2013/14* and 2014/15**
Figure 23: Leading manufacturers’ sales in the UK retail wet and dry cat food market, by value and volume, 2013/14* and 2014/15**
Felix sales grow by 40%, helped by introduction of Felix Twists
Figure 24: Leading brands’ sales in the UK retail cat snacks and drinks market, by value and volume, 2013/14* and 2014/15**
Figure 25: Leading manufacturers’ sales in the UK retail cat snacks and drinks market, by value and volume, 2013/14* and 2014/15**
Brand communication and promotion
Overall advertising expenditure remained unchanged in 2014
Figure 26: Recorded above-the-line, online display and direct mail advertising expenditure on cat/dog food and snacks and treats, by
company, 2012-15
Mars ups support for Cesar again with emotive TV spots
Figure 27: Recorded above-the-line, online display and direct mail total advertising expenditure on dog food and snacks and treats,
by leading brands, 2012-15
Top three cat food advertisers ramped up spend again in 2014
Figure 28: Recorded above-the-line, online display and direct mail total advertising expenditure on cat food and snacks and treats,
by leading brands, 2012-15
Launch activity and innovation
Operators focus NPD effort on treats and wet food
Figure 29: New product launches in the UK dog food market, by type, 2012-14
Figure 30: New product launches in the UK cat food market, by type, 2012-14
Gluten-free rises to 14% of all new pet food launches in 2014
Figure 31: Share of new pet food launches carrying selected claims, 2012-14
Seasonal NPD reflects pet owners’ tendency to treat pets as family
Low-fat claims rise as pet obesity continues to be a concern
Other recent launches
THE CONSUMER
What you need to know
Just under 60% of Brits own a pet
A fifth of pet food buyers have their pets on specific diets
Meat content important for pet food buyers
Supermarkets dominate, but pet food buyers shop across channels
Online pet food shopping lags behind online grocery shopping
Discounter and pound store threat persists
‘Human grade’ and chilled pet food offer new opportunities
Four in five cat/dog owners treat pets like family
Dry pet food suffers from a boring image
A third of cat/dog owners concerned about healthiness of big brand food
Ownership of pets
Just under 60% of the population own a pet
Figure 32: Pet ownership, by type of pet, April 2015
Purchasing of pet food
A fifth of pet food buyers have their pets on specific diets
Figure 33: Attitudes towards buying pet food and treats, April 2015
Specialist-store buyers less likely to be motivated by price
Though dry food is seen as boring by many, dog owners rely mainly on it
Figure 34: Types of pet food bought, by format, April 2015
Meat content is an important feature for pet food buyers
Channels used to buy pet food
Supermarkets dominate, but pet food buyers shop across channels
Figure 35: Channels used to buy pet food, April 2015
Online pet food buying is still some way behind online grocery shopping
Discounter and pound store threat persists
C-stores are well placed to tap into demand for snacks and treats
Interest in and purchasing of pet food products
‘Human grade’ and ‘human quality’ pet food is of high interest to buyers
Figure 36: Interest in and purchase of pet food products, April 2015
Traffic light labelling is of interest to a quarter of pet food buyers
Chilled pet food offers a niche opportunity
Attitudes towards pets and pet food
Eight in 10 treat pets like a member of the family
Figure 37: Attitudes towards pets and pet food, April 2015
Dry pet food suffers from a boring image
Toppings offer an affordable solution to a wet food diet
A third of cat/dog owners are concerned about how healthy big brand pet food is
APPENDIX
Data sources, abbreviations and supporting information
Abbreviations
Consumer research methodology
Fan chart forecast
Market size and forecast
Cat and dog food
Figure 38: Total UK retail volume sales of cat and dog food, 2010-20
Figure 39: Best- and worst-case forecasts for retail sales of cat and dog food, by value, 2015-20
Figure 40: Best- and worst-case forecasts for retail sales of cat and dog food, by volume, 2015-20
Cat food
Figure 41: Total UK retail volume sales of cat food, 2010-20
Figure 42: Best- and worst-case forecasts for retail sales of cat food, by value, 2015-20
Figure 43: Best- and worst-case forecasts for retail sales of cat food, by volume, 2015-20
Dog food
Figure 44: Total UK retail volume sales of dog food, 2010-20
Figure 45: Best- and worst-case forecasts for retail sales of dog food, by value, 2015-20
Figure 46: Best- and worst-case forecasts for retail sales of dog food, by volume, 2015-20
RESEARCH METHODOLOGY
UK Research Methodology
Sampling and weighting
Face to Face Surveys
Definitions
Brand & Social Media Research
Trade research
Desk research
Statistical Forecasting
The Mintel fan chart

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