Economic pressures in Canada – while not as severe as they were in the U.S. during the Great Recession – certainly affected the pet products market there. In a proprietary survey, Packaged Facts found that Canadian pet owners were sensitive to price when it came to spending on their pets. On the other hand, there was stilla willingness to open their wallets on premium products that support the health and happiness of their pets. Indeed, this attitude has fueled growth in the Canadian pet market over the past five years. And the sales data supports this: Canadian pet market sales have grown at a slow but steady pace over the past five years, hovering at a 4% rate, not bad for such a large, mature market. The popularity of natural products is another trend affecting the market, exemplified by M&A activity and the entry of big names such as Purina, Hills’ Science Diet and Walmart into the natural products market.
Also driving growth is consumers’ concern about pet health. The Canadian pet population is getting older and health care companies, such as Bayer and Perrigo, have increased their investment in pet health products. Pet marketers may also want to tap an opportunity by tying the proven benefits pets have on human health. Both trends are fueled by the pets-as-family mentality, resulting in the continuing humanization of pets products and services (and media coverage and programming of the idea), with manufacturers and retailers introducing everything from human-style food to couture pet accessories.
Combining Packaged Facts’ extensive monitoring of the pet market with an exclusive pet owner survey, Canadian Pet Market Outlook, 2014 is the go-to source for a complete understanding of the Canadian pet industry. In its first Canadian edition, the report evaluates current trends and future directions for marketing and retailing, along with consumer patterns across the full spectrum of the market, including veterinary services, pet food, nonfood pet supplies, and non-medical pet services (grooming, boarding, training, etc.). Building on the market tracking, forecasting, and analysis of U.S. editions, the report forecasts market size and growth for each category, examines new product activity, surveys retail channel trends, and analyzes trends and shifts in the needs of today’s pet parents. The report tabulates pet product sales and market penetration using data from sources including the Pet Industry Joint Advisory Council of Canada (PIJAC Canada) and Statistics Canada, as well as Packaged Facts’ exclusive 2013 survey data. The report contains dozens of numerical tables and charts, as well as numerous photographs of new products and in-store promotional and merchandising initiatives across key channels.
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