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Pet Food and Supplies - UK - February 2013

“Introducing more sophisticated recipes could also support value growth, considering one in five cat/dog owners agree there are not enough gourmet cat and dog foods…Taking cues from human food markets, such as using regionally sourced ingredients, traceability of meats or ethnic-style recipes, could translate into wet food for cats and dogs to provide more upmarket appeal.”
– Alex Beckett, Senior Food Analyst
Some questions answered in this report include:

  • Which areas of NPD are likely to appeal to over-65s?
  • How can manufacturers continue to add value to wet pet food?
  • Where can manufacturers go next with dog snacks and treats?
  • How can wet foods in gravy improve on their image as inconvenient?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Total UK retail volume sales of dog food, 2007-17
              • Figure 2: Total UK retail volume sales of cat food, 2007-17
            • Segment performance
              • Figure 3: UK retail value sales of pet food and accessories, by sector, 2012
            • Market factors
              • Pet population remains steady
                • Pet obesity is a concern
                  • Companies, brands and innovation
                    • Wet food NPD declines in dog and cat sectors
                      • Pedigree’s value growth is dented by discounting
                        • Figure 4: Leading brands’ shares in the UK dog food market*, by value, 2012**
                      • Felix and Whiskas continue to battle it out for share of cat food
                        • Figure 5: Leading brands’ shares in the UK cat food market*, by value, 2012**
                      • Total adspend in pet food edges up in 2012
                        • The consumer
                          • Figure 6: Pet ownership, by type, December 2012
                        • Tinned dog and cat food decline in usage
                          • Dog owners prioritise naturalness and health benefits when choosing dog food
                            • Added health ingredients offer value growth opportunities
                              • Figure 7: Attitudes towards pet food and accessories, December 2012
                            • Pet treats with health benefits appeal to half of cat/dog owners
                              • Figure 8: Attitudes towards pet treats, December 2012
                            • What we think
                            • Issues in the Market

                                • Which areas of NPD are likely to appeal to over-65s?
                                  • How can manufacturers continue to add value to wet pet food?
                                    • Where can manufacturers go next with dog snacks and treats?
                                      • How can wet foods in gravy improve on their image as inconvenient?
                                      • Trend Application

                                          • Trend: Simple Balance for Health
                                            • Trend: Life Hacking
                                              • 2015 trend: East Meets West
                                              • Market Drivers

                                                • Key points
                                                  • Population of cats and dogs remains steady over the economic downturn
                                                    • A third of dogs are obese or overweight
                                                      • Older generation set for growth
                                                        • Figure 9: Projected trends in population growth, by age, 2012-17
                                                    • Strengths and Weaknesses

                                                      • Strengths
                                                        • Weaknesses
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • NPD activity in overall dog and cat food remains steady
                                                              • Figure 10: Share of new dog and cat food launches within the total UK pet food market, 2009-12
                                                            • Snacks and treats account for biggest share of activity in dog food
                                                              • Figure 11: Share of new dog food launches within the UK cat/dog food market, by product category, 2009-12
                                                            • Share of wet cat food NPD continues to slide as snacks and treats rise
                                                              • Figure 12: Share of new cat food launches within the UK cat/dog food market, by product category, 2009-12
                                                            • Brands regain share in NPD in 2012
                                                              • Figure 13: Share of new product launches within the dog and cat food market, by private label and brands, 2009-12
                                                            • Applaws leads dog food NPD in 2012
                                                              • Figure 14: Share of new product launches within the dog food* market, by brand (top ten), 2009-12
                                                              • Figure 15: Share of new product launches within the dog food* market, by ultimate company (top ten), 2009-12
                                                            • Marks & Spencer and Tesco lead NPD in cat food
                                                              • Figure 16: Share of new product launches within the cat food* market, by brand (top ten), 2009-12
                                                              • Figure 17: Share of new product launches within the cat food* market, by ultimate company (top ten), 2009-12
                                                            • No additives/preservatives claim features on biggest share of dog/cat food NPD
                                                              • Figure 18: Share of new product launches within the cat and dog food* market, by claim (top ten), 2009-12
                                                            • Fortified food holds its share in NPD
                                                              • Further potential for ‘light’ products
                                                                • High-protein claims under-represented
                                                                  • Pouches continue to account for the bulk of NPD as cans flounder
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • Flat volumes ahead for dog food
                                                                        • Figure 19: Total UK retail value and volume sales of dog food*, 2007-17
                                                                      • The future of the dog food market
                                                                        • Cat food growth outpaces dog food
                                                                          • Figure 20: Total UK retail value and volume sales of cat food*, 2007-17
                                                                        • Future of the cat food market
                                                                          • Healthcare and accessories are forecast to continue struggling
                                                                            • Figure 21: Total UK retail value sales of pet accessories and healthcare, 2007-17
                                                                          • Future of the pet accessories and healthcare market
                                                                            • Market forecast
                                                                              • Dog food
                                                                                • Figure 22: Total UK retail volume sales of dog food, 2007-17
                                                                              • Cat food
                                                                                • Figure 23: Total UK retail volume sales of cat food, 2007-17
                                                                              • Pet accessories and healthcare
                                                                                • Figure 24: Total UK retail value sales of pet accessories and healthcare, 2007-17
                                                                              • Forecast methodology
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Cat food convincingly outperforms dog food in value terms in 2012
                                                                                    • Figure 25: UK retail value sales of pet food and accessories, by sector, 2012
                                                                                    • Figure 26: UK retail value sales of pet food and accessories, by sector, 2009-12
                                                                                  • Wet dog food volumes continue to struggle
                                                                                    • Figure 27: UK retail value and volume sales of dog food, by format, 2009-12
                                                                                  • Cat snacks and treats enjoy a 33% volume jump
                                                                                    • Figure 28: UK retail value and volume sales of cat food, by format, 2009-12
                                                                                  • Cat litter sales rocket by 10.6% in 2012
                                                                                    • Figure 29: UK retail value sales of pet accessories, by format, 2009-12
                                                                                • Market Share

                                                                                  • Key points
                                                                                    • Pedigree’s value growth is dented by discounting
                                                                                      • Figure 30: Leading brands’ shares in the UK dog food market*, by value, 2012**
                                                                                      • Figure 31: Leading brands’ sales and shares in the UK dog food market, by value and volume, 2011 and 2012
                                                                                    • Misfits continues to impress
                                                                                      • Figure 32: Leading brands’ sales and shares in the UK dog snacks and treats market, by value and volume, 2011 and 2012
                                                                                    • Felix and Whiskas continue to battle it out for share of cat food
                                                                                      • Figure 33: Leading brands’ shares in the UK cat food market*, by value, 2012**
                                                                                      • Figure 34: Leading brands’ sales and shares in the UK cat food market, by value and volume, 2011 and 2012
                                                                                    • Mars dominates cat snacks and treats
                                                                                      • Figure 35: Leading brands’ sales and shares in the UK cat snacks and treats market, by value and volume, 2011 and 2012
                                                                                  • Brand Communication and Promotion

                                                                                    • Key points
                                                                                      • Total adspend in pet food edges up in 2012
                                                                                        • Figure 36: Total advertising expenditure in the UK pet food market, 2008-12
                                                                                        • Figure 37: Total advertising expenditure in the UK pet food and supplies market, by top ten advertisers, 2008-12
                                                                                      • Dog food advertising declines, while cat food adspend drives growth
                                                                                        • Figure 38: Total advertising expenditure in the cat and dog food markets, by animal, 2008-12
                                                                                        • Figure 39: Total adspend on dog food and snacks, by company (top ten), 2008-12
                                                                                      • Pedigree focuses on health with Wet Nose Week
                                                                                        • Nestlé’s Bakers Complete produces an advert for canine ears
                                                                                          • Big players ramp up adspend in cat food
                                                                                            • Figure 40: Total adspend on cat food and snacks, by company (top ten), 2008-12
                                                                                          • Social media has untapped potential for pet food
                                                                                          • Channels to Market

                                                                                            • Key points
                                                                                              • Supermarkets are the most typically used retailer for pet food
                                                                                                • Figure 41: Store used to buy pet food, 2008-12
                                                                                              • Six in ten owners prefer to shop for pet food at supermarkets rather than specialist pet stores
                                                                                                • Figure 42: Agreement with the statement ‘I prefer to shop for pet food at supermarkets rather than specialist pet stores’, by financial situation, December 2012
                                                                                              • Pets at Home continues to expand
                                                                                              • Companies and Products

                                                                                                • Butcher’s Pet Care
                                                                                                  • Mars Petcare
                                                                                                    • Nestlé Purina Pet Care
                                                                                                      • Procter & Gamble
                                                                                                        • Pet accessories and healthcare
                                                                                                          • Armitage Pet Care Ltd
                                                                                                            • Bob Martin
                                                                                                            • Consumer – Pet Ownership

                                                                                                              • Key points
                                                                                                                • Over six in ten Brits own a pet
                                                                                                                    • Figure 43: Pet ownership, by type, December 2012
                                                                                                                  • Ownership of dogs declines with age
                                                                                                                    • Figure 44: Ownership of dogs and cats, by age, December 2012
                                                                                                                  • Pester power potential beckons with fish and small mammals
                                                                                                                    • Figure 45: Ownership of fish and small mammals, by presence of children in household, December 2012
                                                                                                                • Consumer – Size of Dog(s)

                                                                                                                  • Key points
                                                                                                                    • UK dog owners are most likely to own medium-sized dogs
                                                                                                                        • Figure 46: Ownership of dog(s), by size, December 2012
                                                                                                                      • Ownership of large dogs and small dogs peaks among over-55s
                                                                                                                      • Consumer – Types of Pet Accessories Bought

                                                                                                                        • Key points
                                                                                                                          • Toys top the list of pet accessories bought
                                                                                                                              • Figure 47: Types of pet accessories bought, December 2012
                                                                                                                            • One-person households are less likely to buy pet bedding
                                                                                                                              • Figure 48: Selected pet care products purchased in the past 12 months, by age, December 2012
                                                                                                                          • Consumer – Usage of Pet Food

                                                                                                                            • Key points
                                                                                                                              • Usage of tinned dog food declines in 2012
                                                                                                                                • Figure 49: Types of dog food bought, 2008-12
                                                                                                                              • Pouches continue to dominate cat food as tins decline
                                                                                                                                • Figure 50: Types of cat food bought, 2008-12
                                                                                                                            • Consumer – Choice Factors

                                                                                                                              • Key points
                                                                                                                                • Dog owners prioritise naturalness and health benefits when choosing dog food
                                                                                                                                    • Figure 51: Factors considered important when choosing dog food, December 2012
                                                                                                                                  • Female dog owners prioritise health claims
                                                                                                                                    • Figure 52: Selected choice factors for dog food, by gender, December 2012
                                                                                                                                  • Only three in ten dog owners rate special offer as important
                                                                                                                                    • Cat owners prioritise naturalness and health
                                                                                                                                      • Figure 53: Factors considered important when choosing cat food, December 2012
                                                                                                                                    • Natural ingredients appeal to older age cat owners
                                                                                                                                      • Figure 54: Selected choice factors for cat food, over-55s vs average, December 2012
                                                                                                                                  • Consumer Attitudes Towards Pet Food and Accessories

                                                                                                                                    • Key points
                                                                                                                                      • Special occasions have strong gifting appeal for pet owners
                                                                                                                                          • Figure 55: Attitudes towards pet food and accessories, December 2012
                                                                                                                                        • Added health ingredients offer value growth opportunities
                                                                                                                                          • Pouches are deemed more convenient than cans
                                                                                                                                            • Figure 56: Agreement with the statements ‘Pouches are more convenient than cans’ and ‘Meat chunks in jelly are easier to use than chunks in gravy’, by age, December 2013
                                                                                                                                          • Two fifths of owners see the value in homemade pet food
                                                                                                                                            • Figure 57: Agreement with the statements ‘Giving pets leftovers is a good way to save money’ and ‘Homemade pet food is a healthy alternative to manufactured pet food’, by age, December 2012
                                                                                                                                          • Gourmet pet food is deemed in short supply for three in ten under-35s
                                                                                                                                          • Consumer Attitudes Towards Pet Treats

                                                                                                                                            • Key points
                                                                                                                                              • Pet treats with health benefits appeal to half of cat/dog owners
                                                                                                                                                  • Figure 58: Attitudes towards pet treats, December 2012
                                                                                                                                                • Pet treats are relatively unaffected by the economy
                                                                                                                                                  • One in five cat owners would like to see a wider variety of cat treats
                                                                                                                                                  • Target Groups

                                                                                                                                                    • Key points
                                                                                                                                                      • Three target groups
                                                                                                                                                        • Figure 59: Target groups, December 2012
                                                                                                                                                      • Health and Hygiene (28%)
                                                                                                                                                        • Gourmets (27%)
                                                                                                                                                          • Value Seekers (45%)
                                                                                                                                                          • Appendix – Market Size and Forecast

                                                                                                                                                              • Figure 60: Total UK retail value sales of pet food and accessories, 2007-17
                                                                                                                                                              • Figure 61: Best- and worst-case forecasts for UK value sales of pet food and accessories, 2012-17
                                                                                                                                                              • Figure 62: Total UK retail volume sales of pet food and accessories, 2007-17
                                                                                                                                                              • Figure 63: Best- and worst-case forecasts for UK volume sales of pet food and accessories, 2012-17
                                                                                                                                                              • Figure 64: Total UK retail value sales of pet food and accessories, 2007-17
                                                                                                                                                              • Figure 65: Total UK retail value sales of dog food, 2007-17
                                                                                                                                                              • Figure 66: Best- and worst-case forecasts for UK value sales of dog food, 2012-17
                                                                                                                                                              • Figure 67: Best- and worst-case forecasts for UK volume sales of dog food, 2012-17
                                                                                                                                                              • Figure 68: Total UK retail value sales of cat food, 2007-17
                                                                                                                                                              • Figure 69: Best- and worst-case forecasts for UK value sales of cat food, 2012-17
                                                                                                                                                              • Figure 70: Best- and worst-case forecasts for UK volume sales of cat food, 2012-17
                                                                                                                                                              • Figure 71: Total UK retail value sales of small animals/other* food, 2007-17
                                                                                                                                                              • Figure 72: Best- and worst-case forecasts for UK value sales of small animals/other food, 2012-17
                                                                                                                                                              • Figure 73: Total UK retail volume sales of small animals/other* food, 2007-17
                                                                                                                                                              • Figure 74: Best- and worst-case forecasts for UK volume sales of small animals/other food, 2012-17
                                                                                                                                                              • Figure 75: Best- and worst-case forecasts for UK value sales of pet accessories and healthcare, 2012-17
                                                                                                                                                          • Appendix – Consumer – Types of Pet Owned

                                                                                                                                                              • Figure 76: Types of pet owned, December 2012
                                                                                                                                                              • Figure 77: Most popular types of pet owned, by demographics, December 2012
                                                                                                                                                              • Figure 78: Next most popular types of pet owned, by demographics, December 2012
                                                                                                                                                              • Figure 79: Types of pet owned, by demographics, December 2012
                                                                                                                                                              • Figure 80: Types of dog owned, by demographics, December 2012
                                                                                                                                                              • Figure 81: Types of cat owned, by demographics, December 2012
                                                                                                                                                              • Figure 82: Types of fish owned, by demographics, December 2012
                                                                                                                                                              • Figure 83: Types of small mammals owned, by demographics, December 2012
                                                                                                                                                          • Appendix – Consumer – Size of Dog(s)

                                                                                                                                                              • Figure 84: Size of dog(s) owned, by demographics, December 2012
                                                                                                                                                          • Appendix – Consumer – Usage of Pet Food

                                                                                                                                                              • Figure 85: Types of dog food in tins, foil trays and pouches, 2008-12
                                                                                                                                                              • Figure 86: Users of complete dry dog food, 2008-12
                                                                                                                                                              • Figure 87: Users of dog biscuits, mixers and treats, 2008-12
                                                                                                                                                              • Figure 88: Types of dog biscuits, mixers and treats, 2008-12
                                                                                                                                                              • Figure 89: Types of cat food in tins, foils trays and pouches, 2008-12
                                                                                                                                                              • Figure 90: Users of complete dry cat food, 2008-12
                                                                                                                                                              • Figure 91: Users of dog food in tins, foil trays and pouches, by demographics, 2012
                                                                                                                                                              • Figure 92: Users of complete dry dog food, by demographics, 2012
                                                                                                                                                              • Figure 93: Users of cat food in tins, foils trays and pouches, by demographics, 2012
                                                                                                                                                              • Figure 94: Users of complete dry cat food, by demographics, 2012
                                                                                                                                                          • Appendix – Consumer – Choice Factors

                                                                                                                                                              • Figure 95: Most popular factors considered important when choosing dog food, by demographics, December 2012
                                                                                                                                                              • Figure 96: Next most popular factors considered important when choosing dog food, by demographics, December 2012
                                                                                                                                                              • Figure 97: Most popular factors considered important when choosing cat food, by demographics, December 2012
                                                                                                                                                              • Figure 98: Next most popular factors considered important when choosing cat food, by demographics, December 2012
                                                                                                                                                          • Appendix – Consumer – Attitudes towards Pet Treats

                                                                                                                                                              • Figure 99: Most popular attitudes towards pet treats, by demographics, December 2012
                                                                                                                                                              • Figure 100: Next most popular attitudes towards pet treats, by demographics, December 2012
                                                                                                                                                          • Appendix – Consumer – Types of Pet Accessories Bought

                                                                                                                                                              • Figure 101: Most popular types of pet accessories bought, by demographics, December 2012
                                                                                                                                                              • Figure 102: Next most popular types of pet accessories bought, by demographics, December 2012
                                                                                                                                                              • Figure 103: Other types of pet accessories bought, by demographics, December 2012
                                                                                                                                                          • Appendix – Consumer – Attitudes Towards Pet Food and Accessories

                                                                                                                                                              • Figure 104: Agreement with the statements ‘It’s nice to treat your pet with a toy for special occasions’ and ‘Pet food featuring added health benefits is worth paying more for’, by demographics, December 2012
                                                                                                                                                              • Figure 105: Agreement with the statements ‘Pouches are more convenient than cans’ and ‘I prefer to shop for pet food at supermarkets rather than specialist pet stores’, by demographics, December 2012
                                                                                                                                                              • Figure 106: Agreement with the statements ‘I am concerned about my pet getting all of the right nutrients’ and ‘Meat chunks in jelly are easier to use than chunks in gravy’, by demographics, December 2012
                                                                                                                                                              • Figure 107: Agreement with the statements ‘Giving pets leftovers is a good way to save money’ and ‘I’d cut back spending on my own food before I’d cut back on my pet’s’, by demographics, December 2012
                                                                                                                                                              • Figure 108: Agreement with the statements ‘I would like to see a wider range of smaller packs of pet food’ and ‘Homemade pet food is a healthy alternative to manufactured pet food’, by demographics, December 2012
                                                                                                                                                              • Figure 109: Agreement with the statements ‘It is difficult to tell if my pet is overweight’ and ‘There are not enough gourmet cat and dog foods’, by demographics, December 2012
                                                                                                                                                          • Appendix – Consumer Target Groups

                                                                                                                                                              • Figure 110: Target groups, by demographics, December 2012
                                                                                                                                                              • Figure 111: Factors considered important when choosing dog food, by target groups, December 2012
                                                                                                                                                              • Figure 112: Factors considered important when choosing cat food, by target groups, December 2012
                                                                                                                                                              • Figure 113: Attitudes towards pet treats, by target groups, December 2012
                                                                                                                                                              • Figure 114: Types of pet accessories bought, by target groups, December 2012
                                                                                                                                                              • Figure 115: Attitudes towards pet food and accessories, by target groups, December 2012

                                                                                                                                                          Companies Covered

                                                                                                                                                          • Armitages Pet Products Limited
                                                                                                                                                          • Bob Martin UK Ltd
                                                                                                                                                          • Butcher's Pet Care Ltd
                                                                                                                                                          • Eukanuba
                                                                                                                                                          • Felix
                                                                                                                                                          • Go-Cat
                                                                                                                                                          • Iams
                                                                                                                                                          • Mars Incorporated
                                                                                                                                                          • Nestlé Purina Petcare Company
                                                                                                                                                          • Procter & Gamble UK & Ireland
                                                                                                                                                          • Royal Canin Usa, Inc
                                                                                                                                                          • Whiskas

                                                                                                                                                          Pet Food and Supplies - UK - February 2013

                                                                                                                                                          US $2,478.79 (Excl.Tax)