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Cat and Dog Food - UK - March 2010

  • Despite the recession, the cat and dog food market has remained robust: in 2009, the market grew by 4% to reach £1.8 billion. By contrast, volume sales have remained fairly static, largely due to the switch from wet to dry food in the dog food market.
  • Value growth has been driven by premiumisation and other trends crossing over from the human market, such as organic, natural and free-from products.
  • Consumers are becoming more concerned with value for money. As a result, manufacturers are adding value to their mid-range brands by introducing new gourmet recipes and redesigning packaging.
  • Manufacturers are cashing in on our desire to humanise our pets by developing products that mirror human tastes, such as the Winalot Roast dinner range, gravy for dry food, and recipes for cats that include ingredients such as Black Tiger Prawns.
  • Pet obesity is rising with an estimated one in three household pets now overweight. Many owners feel their pets have the same emotional and physical needs as humans. The result? Overfeeding and under-exercising is commonplace.
  • New developments in the US that are set to break into the UK market: restaurant-style dog meals such as Tuscan Style Stew with Braised Beef, celebrity chefs creating dog food ranges and the first national brand of refrigerated dog food.
  • When choosing a pet food, 14% of pet owners opt for the highest quality available whereas 9% choose the cheapest available.

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Table of contents

  1. Issues in the Market

      • Main issues
        • Definitions
          • Abbreviations
          • Future Opportunities

              • (I’m not) all by myself…
                • ‘He’s like a son to me…’
                  • The home pet food-cooking club
                    • ‘Productive’ Escapism?
                    • Market in Brief

                      • Resilient market
                        • Premium lines and switch to dry
                          • Recessionary effects
                            • The human element...
                              • ...drives obesity
                                • Emerging trends
                                  • Brand is key driver...
                                    • ...but smaller companies thrive on their USPs
                                      • Quality wins over price
                                      • Internal Market Environment

                                        • Key points
                                          • Dogs win popularity stakes
                                            • Figure 1: Pet ownership, November 2009
                                          • Dogs chase cats
                                            • Figure 2: Population of dogs and cats and the number of households owning these animals, 2000-08
                                          • Being human
                                            • Pet obesity
                                            • Broader Market Environment

                                              • Key points
                                                • Cat and dog food market is well placed to ride out the recession
                                                  • Figure 3: GDP, PDI, consumer expenditure and savings, at constant 2004 prices, 2004-14
                                                • Pets as substitutes
                                                  • Figure 4: Trends in the age structure of the UK population, by gender, 2004-14
                                                • ABs on the up
                                                  • Figure 5: Forecast adult population trends, by socio-economic group, 2004-14
                                                • Grey market growth
                                                  • Figure 6: Forecast adult population trends, by lifestage, 2004-14
                                                • Households getting smaller
                                                  • Figure 7: UK household sizes, 2004-14
                                              • Strengths and Weaknesses in the Market

                                                • Strengths
                                                  • Weaknesses
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • Dog snacks and treats ride out the recession
                                                        • Figure 8: New product launch sectors, by pet food sector in the grocery multiples, 2004-09
                                                      • Health and free-from are key drivers of new product launches
                                                        • Figure 9: New product launch sectors, by top ten packaging claims in the grocery multiples, 2004-09
                                                      • Health focus for new product launches
                                                        • Premiumisation and more
                                                          • Lifestage-specific products
                                                            • US trends – coming this way?
                                                              • Dry no longer
                                                                • Going prebiotic
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • Volume static whilst value is on the up
                                                                      • Figure 10: UK sales of dog and cat food, at current and constant prices, 2004-09
                                                                    • The future
                                                                      • Figure 11: Forecast of the cat and dog food market, by value, at current prices, 2004-14
                                                                      • Figure 12: Forecast of the cat and dog food market, by value, at constant prices, 2004-14
                                                                      • Figure 13: Forecast of the cat and dog food market, by volume, 2004-14
                                                                  • Segment Performance

                                                                    • Key points
                                                                      • Dog food
                                                                        • Dry food and treats show strongest growth
                                                                          • Figure 14: UK value sales of dog food, 2004-09
                                                                          • Figure 15: UK dog food market at current prices, by broad segment, 2005-09
                                                                          • Figure 16: UK dog food market volume, by broad segment, 2005-09
                                                                        • Cat food
                                                                          • Wet food is favourite
                                                                            • Figure 17: UK value sales of cat food, 2004-09
                                                                            • Figure 18: UK cat food market, by broad segment, 2005-09
                                                                            • Figure 19: UK sales of wet and dry cat food, 2005-09
                                                                        • Market Share

                                                                          • Key points
                                                                            • Big two dominate but highest growth enjoyed by smaller players
                                                                              • Figure 20: Brand share in the cat and dog food market, 2008 and 2009
                                                                          • Companies and Products

                                                                            • Key points
                                                                                • Figure 21: Examples of leading dog and cat food manufacturers and their brands, January 2010
                                                                              • Burns Pet Nutrition
                                                                                • Butcher’s
                                                                                  • Denes Natural Pet Care Ltd
                                                                                    • Hill’s Pet Nutrition
                                                                                      • Mars Petcare
                                                                                        • Nestlé Purina Petcare
                                                                                          • Procter & Gamble (Eukanuba & Iams)
                                                                                            • Town and Country Petfoods
                                                                                              • Vitalin Pet Food
                                                                                                • Wagg Foods
                                                                                                • Brand Elements

                                                                                                    • Key points
                                                                                                      • Brand map
                                                                                                          • Figure 22: Attitudes towards and usage of cat and dog food brands, December 2009
                                                                                                        • Brand qualities of cat and dog food brands
                                                                                                          • Iams healthiest, but Mars brands most genuine
                                                                                                            • Figure 23: Personalities of various cat and dog food brands, December 2009
                                                                                                          • Experience of cat and dog food brands
                                                                                                            • Whiskas and Pedigree most popular, Hill’s lacks awareness
                                                                                                              • Figure 24: Consumer usage of various cat and dog food brands, December 2009
                                                                                                            • Brand consideration for cat and dog food brands
                                                                                                              • Whiskas and Pedigree top of mind
                                                                                                                • Figure 25: Consideration of various cat and dog food brands, December 2009
                                                                                                              • Brand satisfaction for cat and dog food brands
                                                                                                                • Mars leaders also best bets
                                                                                                                  • Figure 26: Satisfaction with various cat and dog food brands, December 2009
                                                                                                                • Brand commitment to cat and dog food brands
                                                                                                                  • Repertoire usage common
                                                                                                                    • Figure 27: Commitment to various cat and dog food brands, December 2009
                                                                                                                  • Brand intentions for cat and dog food brands
                                                                                                                    • Whiskas has best retention
                                                                                                                      • Figure 28: Future usage intentions for various cat and dog food brands, December 2009
                                                                                                                    • Brand recommendation for cat and dog food brands
                                                                                                                      • Dog owners give best recommendation
                                                                                                                        • Figure 29: Recommendation of various cat and dog food brands, December 2009
                                                                                                                      • Whiskas
                                                                                                                        • What the consumer thinks
                                                                                                                          • Figure 30: Attitudes towards the Whiskas brand, December 2009
                                                                                                                        • Go-Cat
                                                                                                                          • What the consumer thinks
                                                                                                                            • Figure 31: Attitudes towards the Go-Cat brand, December 2009
                                                                                                                          • Hill’s
                                                                                                                            • What the consumer thinks
                                                                                                                              • Figure 32: Attitudes towards the Hill’s brand, December 2009
                                                                                                                            • Cesar
                                                                                                                              • What the consumer thinks
                                                                                                                                • Figure 33: Attitudes towards the Cesar brand, December 2009
                                                                                                                              • Iams
                                                                                                                                • What the consumer thinks
                                                                                                                                  • Figure 34: Attitudes towards the Iams brand, December 2009
                                                                                                                                • Pedigree
                                                                                                                                  • What the consumer thinks
                                                                                                                                    • Figure 35: Attitudes towards the Pedigree brand, December 2009
                                                                                                                                • Brand Communication and Promotion

                                                                                                                                  • Key points
                                                                                                                                    • Adspend on the turn
                                                                                                                                      • Figure 36: Main monitored media spend on dog and cat food, 2004-08
                                                                                                                                    • It’s on the TV
                                                                                                                                      • Figure 37: Spend on dog and cat food, by media type, 2008
                                                                                                                                    • Mars – biggest spenders
                                                                                                                                      • Figure 38: Main monitored advertisers in dog food, 2005-08
                                                                                                                                      • Figure 39: Main monitored advertisers in cat food, 2005-08
                                                                                                                                  • Channels to Market

                                                                                                                                    • Supermarkets
                                                                                                                                      • Pet stores
                                                                                                                                        • Vets
                                                                                                                                          • Internet
                                                                                                                                          • Consumer – Pet Ownership

                                                                                                                                            • Key points
                                                                                                                                                • Figure 40: Pet ownership, November 2009
                                                                                                                                              • The caring sex
                                                                                                                                                • Ignoring the cost issue
                                                                                                                                                  • It’s all about the children
                                                                                                                                                    • Third agers look to fill the nest
                                                                                                                                                    • Consumer – Buying Cat and Dog Food

                                                                                                                                                      • Key points
                                                                                                                                                          • Figure 41: Buying food for cat or dog, November 2009
                                                                                                                                                        • Brands attract women and the less affluent
                                                                                                                                                          • The simplicity of all-in-one
                                                                                                                                                            • Lifestage-specific favoured by the affluent
                                                                                                                                                              • The ABs for added benefits
                                                                                                                                                              • Consumer – Attitudes towards Feeding Pet

                                                                                                                                                                • Key points
                                                                                                                                                                    • Figure 42: Attitudes towards feeding pet, November 2009
                                                                                                                                                                  • Nurture vs nature
                                                                                                                                                                    • Nutrition vs treats
                                                                                                                                                                      • Covering all lifestages
                                                                                                                                                                      • Consumer – Usage of Cat and Dog Food

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Dog owners most likely to use dry food
                                                                                                                                                                            • Figure 43: Usage of dog food in the last 12 months, 2009
                                                                                                                                                                            • Figure 44: Usage of cat food in the last 12 months, 2009
                                                                                                                                                                          • Tins tend to be used with other types of food
                                                                                                                                                                            • Figure 45: Usage of dog food in 400g tins or cartons, 2009
                                                                                                                                                                          • Trays and pouches for dogs not as well developed as for cats
                                                                                                                                                                            • Figure 46: Usage of dog food in 300g foil trays or pouches, 2009
                                                                                                                                                                          • Just complete
                                                                                                                                                                            • Figure 47: Usage of complete dry dog food in the last 12 months, 2009
                                                                                                                                                                          • Everyday mixers
                                                                                                                                                                            • Figure 48: Usage of biscuits/mixers for dogs, 2009
                                                                                                                                                                          • Treat culture
                                                                                                                                                                            • Figure 49: Usage of other treats for dogs, 2009
                                                                                                                                                                          • Large tins less popular…
                                                                                                                                                                            • Figure 50: Usage of cat food in 400g tins, 2009
                                                                                                                                                                          • …than foil trays and pouches
                                                                                                                                                                            • Figure 51: Usage of cat food in 100g foil trays/pouches, 2009
                                                                                                                                                                          • Light usage of dry food for cats
                                                                                                                                                                            • Figure 52: Usage of complete dry cat food in the last 12 months, 2009
                                                                                                                                                                        • Target Groups

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Group 1 – Brand Loyal
                                                                                                                                                                              • Group 2 – Health Aware
                                                                                                                                                                                • Group 3 – Go with the Flow
                                                                                                                                                                                  • Group 4 – Exercisers
                                                                                                                                                                                  • Appendix – Pet Ownership

                                                                                                                                                                                      • Figure 53: Most popular pet ownership, by demographics, November 2009
                                                                                                                                                                                      • Figure 54: Next most poular pet ownership, by demographics, November 2009
                                                                                                                                                                                  • Appendix – Buying Cat and Dog Food

                                                                                                                                                                                      • Figure 55: Most popular buying food for cat or dog, by demographics, November 2009
                                                                                                                                                                                      • Figure 56: Next most popular buying food for cat or dog, by demographics, November 2009
                                                                                                                                                                                  • Appendix – Attitudes towards Feeding Pet

                                                                                                                                                                                      • Figure 57: Most popular attitudes towards feeding pet, by demographics, November 2009
                                                                                                                                                                                      • Figure 58: Next most popular attitudes towards feeding pet, by demographics, November 2009
                                                                                                                                                                                      • Figure 59: Buying food for cat or dog, by demographics, November 2009
                                                                                                                                                                                      • Figure 60: Buying food for cat or dog, by demographics, November 2009
                                                                                                                                                                                      • Figure 61: Attitudes towards feeding pet, by demographics, November 2009
                                                                                                                                                                                      • Figure 62: Attitudes towards feeding pet, by demographics, November 2009
                                                                                                                                                                                  • Appendix – Usage of Cat and Dog Food

                                                                                                                                                                                      • Figure 63: Types of dog food used, 2009
                                                                                                                                                                                      • Figure 64: Types of dog food used, 2009
                                                                                                                                                                                      • Figure 65: Types of cat food used, 2009
                                                                                                                                                                                      • Figure 66: Types of cat food used, 2009
                                                                                                                                                                                  • Appendix – Target Groups

                                                                                                                                                                                      • Figure 67: Pet ownership, by target groups, November 2009
                                                                                                                                                                                      • Figure 68: Buying food for cat or dog, by target groups, November 2009
                                                                                                                                                                                      • Figure 69: Attitudes towards feeding pet, by target groups, November 2009
                                                                                                                                                                                      • Figure 70: Target groups, by demographics, November 2009

                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                  • Affinity Petcare UK
                                                                                                                                                                                  • Arden Grange Pet Foods
                                                                                                                                                                                  • Asda Group Ltd
                                                                                                                                                                                  • Bob Martin UK Ltd
                                                                                                                                                                                  • Burns Pet Nutrition Ltd
                                                                                                                                                                                  • Butcher's Pet Care Ltd
                                                                                                                                                                                  • Co-operative Group
                                                                                                                                                                                  • Crown Pet Foods Ltd
                                                                                                                                                                                  • Dalgety
                                                                                                                                                                                  • Denes Natural Pet Care Ltd
                                                                                                                                                                                  • Eukanuba
                                                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                                                  • Felix
                                                                                                                                                                                  • Freeview
                                                                                                                                                                                  • Fressnapf
                                                                                                                                                                                  • Go-Cat
                                                                                                                                                                                  • Government Actuary's Department (GAD)
                                                                                                                                                                                  • Hill’s Pet Nutrition Ltd (UK)
                                                                                                                                                                                  • Iams
                                                                                                                                                                                  • J. Sainsbury
                                                                                                                                                                                  • Jamie Oliver
                                                                                                                                                                                  • Kitekat
                                                                                                                                                                                  • Leander International Pet Foods Ltd
                                                                                                                                                                                  • Linden Lab
                                                                                                                                                                                  • Market & Opinion Research International (MORI)
                                                                                                                                                                                  • Marks & Spencer
                                                                                                                                                                                  • Mars Incorporated
                                                                                                                                                                                  • Masterfoods UK
                                                                                                                                                                                  • Nestlé Purina Petcare Company
                                                                                                                                                                                  • Nigella Lawson
                                                                                                                                                                                  • Pets at Home Group Ltd
                                                                                                                                                                                  • Procter & Gamble UK & Ireland
                                                                                                                                                                                  • Royal Canin Usa, Inc
                                                                                                                                                                                  • Somerfield
                                                                                                                                                                                  • Tesco Plc
                                                                                                                                                                                  • Town and Country Petfoods Ltd
                                                                                                                                                                                  • Twitter, Inc.
                                                                                                                                                                                  • Vitalin Pet Food
                                                                                                                                                                                  • Wagg Foods Ltd
                                                                                                                                                                                  • Waitrose
                                                                                                                                                                                  • Whiskas
                                                                                                                                                                                  • Winalot
                                                                                                                                                                                  • Wm Morrison Supermarkets

                                                                                                                                                                                  Cat and Dog Food - UK - March 2010

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