Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Pet Food and Supplies - UK - March 2011

UK consumers are heavily invested in the pet care market. Their personal lifestyle, health and hygiene expectations are being transferred to pets, and the market is only too happy to cater to this demand.

  • The number of UK households with dogs has overtaken cats for the first time in the last five years; however due to the higher number of cats per household, cats remain the largest population with an estimated total of 8.3 million dogs and 8.6 million cats in 2010 the UK.
  • Weight control is becoming as relevant to pets as it is to humans with a third of dogs and a quarter of cats considered to be overweight. The growing awareness of pet obesity has prompted a number of targeted initiatives and also provides further opportunities for specific diet foods for certain breeds and ages.
  • Dog owners are typically more price-sensitive than cat owners due to the higher volumes of food that dogs consume and have responded by buying different foods such as more complete dry food. Complete dry dog food has grown significantly to be used by four in five dog users, similar to dry cat food.
  • Pet treat brands can continue to add value to the category by refocusing on the less mature and relatively underdeveloped cat treat market at the expense of dog treats.
  • Another way in which brands can continue to grow sales is by tapping into the trend towards pet parenting, with 70% of pet owners treating their pets with as much care as they would a child, with products such as greetings cards and other gifts.
  • The type of pet owned has an impact on the amount of accessories required; cat owners need relatively few ‘belongings’ and when it comes to toys, dogs are the clear winners (68% of dog owners buy toys compared to 51% of cat owners). However, households with children under 10 provide the biggest motivation to buy any pet accessories, not just toys.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Future Opportunities

            • Creature Comfort
              • Stability
              • Executive Summary

                  • The market
                    • Figure 1: Market value and forecast of pet food (dog, cat and other), at current and 2010 prices, 2005-15
                  • Pet owners remain an attractive target
                    • Capitalising on growth sectors
                      • Ancillary products for pets prove attractive
                        • Market factors
                          • Over half of UK households own more than one pet
                            • Pets as friends and family members
                              • Overindulgent pet owners share the load with their pets
                                • Impetus grows towards industry self-regulation
                                  • Companies, brands and innovation
                                    • Own-label sales bring higher margins and growth opportunities for specialists
                                      • The consumer
                                        • Figure 2: Agreement with attitudes towards pets, January 2011
                                      • Fun wins over functional when it comes to pet accessories
                                        • Figure 3: Pet accessories purchased in the last 12 months, by ownership of pets, according to above-average response in declining order, January 2011
                                      • What we think
                                      • Issues in the Market

                                          • How have pet food brands performed in view of cuts in household spending?
                                            • Which new trends are influencing new product development?
                                              • How has health as a key selling point evolved?
                                                • What factors are most important to pet owners when purchasing pet food?
                                                  • Which pet accessories are proving essential to pet owners?
                                                  • Internal Market Environment

                                                    • Key points
                                                      • The rise and fall and rise again of the pet population
                                                        • More people owning more dogs
                                                          • Figure 4: Pet ownership, 2006-10
                                                          • Figure 5: Trends in size of dog owned, by percentage point change, 2006-10 and 2008-10*
                                                        • Goldfish have been moving indoors
                                                          • UK is a nation of pet lovers; over half own more than one pet
                                                            • Figure 6: Type of household pet owned, January 2011
                                                            • Figure 7: Total number of pets in household, January 2011
                                                          • Children are an incentive to purchase
                                                            • Figure 8: Type of household pet owned, by presence of children, according to above- or below-average response, January 2011
                                                          • Pets as friends and family members
                                                            • Signs of a ‘wild’ backlash
                                                              • Figure 9: ‘wild’-positioned pet food launches, by country, 2006-10
                                                            • Rise in overindulgent owners
                                                              • Initiatives to combat obesity
                                                                • A global obesity problem creates a global opportunity
                                                                  • Developments on new labelling legislation
                                                                    • Legislation over dog licensing rears its head
                                                                    • Broader Market Environment

                                                                      • Key points
                                                                        • Families are struggling to make ends meet
                                                                          • Figure 10: Trends in the impact of the economic downturn on consumers, by presence of children in the household, according to % point +/- average, August 2010
                                                                        • Ageing population likely to restrict pet ownership
                                                                          • Figure 11: Forecast adult population trends, by lifestage, 2004-14
                                                                        • Pets are a costly business
                                                                            • Figure 12: Lifetime costs of selected dog ownership, 2010
                                                                          • Sustainability becomes the new buzzword in pet food
                                                                          • Strengths and Weaknesses

                                                                            • Strengths
                                                                              • Weaknesses
                                                                              • Who’s Innovating?

                                                                                • Key points
                                                                                    • Figure 13: New product launches in the pet food category, Q1 2006-Q4 2010
                                                                                    • Figure 14: New product launches in the pet food category, January 2006-December 2010
                                                                                  • Fast-growing pet food claims
                                                                                      • Figure 15: New product launches in the pet food category, January 2009-February 2011
                                                                                    • By launch type...
                                                                                      • By product claim...
                                                                                        • By company...
                                                                                          • Pouch mania reigns
                                                                                            • Figure 16: New product launches in the pet food category, by type of packaging, January 2006-December 2010
                                                                                          • Capitalising on seasonal opportunities
                                                                                            • Pet products
                                                                                              • Figure 17: New product launches in the UK pet products (non-food), by top ten claims, January 2007-December 2010
                                                                                          • Market Value and Forecast

                                                                                            • Key points
                                                                                              • The bigger picture
                                                                                                  • Figure 18: Average weekly and annual expenditure on pets and pet food, 2006-09
                                                                                                • Overall pet care market proves resilient but not recession-proof
                                                                                                  • Figure 19: Market value and forecast of pet food (dog, cat, other), pet accessories and healthcare, at current and 2010 prices, 2005-15
                                                                                                • Cat and dog market remains resilient to market downturn
                                                                                                    • Figure 20: Market value and forecast of pet food (dog, cat and other), at current and 2010 prices, 2005-15
                                                                                                  • Single-serve and treats boost category performance
                                                                                                    • Weighing up the cost of convenience
                                                                                                      • Other pet food
                                                                                                        • Pet accessories and healthcare
                                                                                                          • Figure 21: Market size and forecast of pet accessories and healthcare, at current and 2010 prices, 2005-15
                                                                                                        • Seasonal uplift in sales of accessories
                                                                                                          • Forecast
                                                                                                            • Figure 22: Market value and forecast of pet food (dog, cat, other), pet accessories and healthcare, at current and 2010 prices, 2005-15
                                                                                                          • Forecast methodology
                                                                                                          • Segment Performance

                                                                                                            • Key points
                                                                                                              • Value sales of all pet food
                                                                                                                • Figure 23: Estimated UK value sales of cat and dog and other pet food, 2005-10
                                                                                                              • Cradle-to-grave segmentation
                                                                                                                • Volume sales of all pet food
                                                                                                                  • Figure 24: Estimated UK volume sales of cat and dog and other pet food, 2005-10
                                                                                                                • Creating the need, then marketing the solution proves effective in dog food
                                                                                                                  • Figure 25: Estimated UK value sales of dog food, by segment, 2005-10
                                                                                                                • Value sales of cat food
                                                                                                                  • Figure 26: Estimated UK value sales of cat food, by segment, 2005-10
                                                                                                                • Value sales of pet care – pet accessories and healthcare
                                                                                                                  • Figure 27: Estimated UK value sales of pet accessories and healthcare, 2005-10
                                                                                                              • Market Share

                                                                                                                • Key points
                                                                                                                    • Figure 28: Brand share in the cat and dog food market, 2009 and 2010
                                                                                                                    • Figure 29: Top five performing cat and dog food brands, 2010
                                                                                                                  • Felix and Whiskas continue to go neck and neck
                                                                                                                    • Wagg reinforces its position as value-for-money brand
                                                                                                                      • Natural brands are gaining momentum
                                                                                                                        • Own-label sales bring higher margins and growth opportunities for specialists
                                                                                                                        • Companies and Products

                                                                                                                          • Major players
                                                                                                                            • Butcher’s
                                                                                                                              • Background
                                                                                                                                • Product range
                                                                                                                                  • Recent activity/innovations
                                                                                                                                    • Figure 30: New product development in the UK by Butcher’s Pet Care Limited, 2009-10
                                                                                                                                  • Advertising and promotion
                                                                                                                                    • Mars Petcare
                                                                                                                                      • Background
                                                                                                                                        • Product range
                                                                                                                                          • Examples of recent activity/innovations
                                                                                                                                            • Figure 31: New product development in the UK by Mars Petcare, 2010
                                                                                                                                          • Advertising and promotion
                                                                                                                                            • Nestlé Purina
                                                                                                                                              • Background
                                                                                                                                                • Product range
                                                                                                                                                  • Examples of recent activity/innovations
                                                                                                                                                    • Figure 32: New product development in the UK by Nestlé Purina PetCare (UK) Limited, 2010
                                                                                                                                                  • Advertising and promotion
                                                                                                                                                    • Procter & Gamble
                                                                                                                                                      • Background
                                                                                                                                                        • Product range
                                                                                                                                                          • Recent activity/innovations
                                                                                                                                                            • Figure 33: New product development in the UK by Procter & Gamble Company, 2010
                                                                                                                                                          • Pet accessories and healthcare
                                                                                                                                                            • Bob Martin
                                                                                                                                                              • Merial Animal Health
                                                                                                                                                                • Armitage Pet Products Ltd
                                                                                                                                                                • Brand Communication and Promotion

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Media spend on pet food fluctuates but peaks during 2010
                                                                                                                                                                      • Figure 34: Main monitored media advertising spend on pet food and pet supplies, by product category minor, 2006-10*
                                                                                                                                                                    • Mars puts its weight behind Whiskas in 2010
                                                                                                                                                                      • Go-Cat channels the free-spirited cat Bobo
                                                                                                                                                                        • Wagg makes a return to TV
                                                                                                                                                                          • Vet endorsement gives Pedigree something to shout about
                                                                                                                                                                            • Purina gives a new meaning to shelf barker
                                                                                                                                                                              • Burgess Pet Care steps up brand activities in 2011
                                                                                                                                                                              • Usage Trends in Cat and Dog Food

                                                                                                                                                                                • Key points
                                                                                                                                                                                    • Figure 35: Trend in usage of wet and dry cat and dog food, 2007-10
                                                                                                                                                                                    • Figure 36: Types of dog biscuits, mixers and treats used, 2008-10
                                                                                                                                                                                  • Cat food becomes more lifestage-specific
                                                                                                                                                                                  • Consumer Priorities when Buying Cat and Dog Food

                                                                                                                                                                                    • Key points
                                                                                                                                                                                        • Figure 37: Important factors when buying cat or dog food, 2009 and 2011
                                                                                                                                                                                      • What a difference a year makes
                                                                                                                                                                                        • Cat owners are particularly sensitive to promotional offers
                                                                                                                                                                                            • Figure 38: Important factors when buying cat or dog food, according to selected statements, January 2011
                                                                                                                                                                                            • Figure 39: Important factors when buying cat or dog food, according to above- or below-average response, January 2011
                                                                                                                                                                                          • Young and affluent pet owners are driving sales of added-value pet food
                                                                                                                                                                                              • Figure 40: Important factors when buying cat or dog food, according to above- or below-average response, by age group, January 2011
                                                                                                                                                                                          • Enthusiasm for Pet Accessories

                                                                                                                                                                                            • Key points
                                                                                                                                                                                                • Figure 41: Pet accessories purchased in the last 12 months, January 2011
                                                                                                                                                                                              • Enthusiasm for pets extends to accessories
                                                                                                                                                                                                • Dogs are higher maintenance which is good news for the industry
                                                                                                                                                                                                    • Figure 42: Pet accessories purchased in the last 12 months, by ownership of pets, according to above-average response in declining order, January 2011
                                                                                                                                                                                                  • No-frills pet owners
                                                                                                                                                                                                    • Figure 43: Pet accessories purchased in the last 12 months, by presence of children in household, according to above- or below-average response, January 2011
                                                                                                                                                                                                • Consumer Attitudes towards their Pets

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                      • Figure 44: Agreement with attitudes towards pets, January 2011
                                                                                                                                                                                                    • Surrogate child syndrome
                                                                                                                                                                                                      • Are women more sentimental about pets?
                                                                                                                                                                                                          • Figure 45: Agreement with attitudes towards pets, by gender, according to above- or below-average response, January 2011
                                                                                                                                                                                                          • Figure 46: Agreement with the statement ‘I have cut back on the amount I spend on my pet(s) in the last year’, by types of pet owned, according to above- or below-average response, January 2011
                                                                                                                                                                                                      • Consumer Target Groups

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                            • Figure 47: Target groups, January 2011
                                                                                                                                                                                                          • Macho Moggies
                                                                                                                                                                                                            • Who are they more likely to be?
                                                                                                                                                                                                              • Pet ownership
                                                                                                                                                                                                                • Attitudes towards their pet
                                                                                                                                                                                                                  • Tame Tabbies
                                                                                                                                                                                                                    • Who are they more likely to be?
                                                                                                                                                                                                                      • Pet ownership
                                                                                                                                                                                                                        • Attitudes towards their pet
                                                                                                                                                                                                                          • Cherished Canines
                                                                                                                                                                                                                            • Who are they more likely to be?
                                                                                                                                                                                                                              • Pet ownership
                                                                                                                                                                                                                                • Attitudes towards their pet
                                                                                                                                                                                                                                  • Spoon-fed Spaniels
                                                                                                                                                                                                                                    • Who are they more likely to be?
                                                                                                                                                                                                                                      • Pet ownership
                                                                                                                                                                                                                                        • Attitudes towards their pet
                                                                                                                                                                                                                                        • Appendix – Internal Market Environment

                                                                                                                                                                                                                                            • Figure 48: Population of dogs and cats and the number of households owning these animals, 2000-10
                                                                                                                                                                                                                                            • Figure 49: Pet ownership, 2006-10
                                                                                                                                                                                                                                            • Figure 50: Size of dog, 2006-10
                                                                                                                                                                                                                                            • Figure 51: Type of fish own, 2006-10
                                                                                                                                                                                                                                            • Figure 52: Where pet food bought, 2006-10
                                                                                                                                                                                                                                            • Figure 53: Ownership of household pets, January 2011
                                                                                                                                                                                                                                            • Figure 54: Type of household pet owned, January 2011
                                                                                                                                                                                                                                            • Figure 55: Type of household pet owned, by demographics, January 2011
                                                                                                                                                                                                                                            • Figure 56: Total number of pets in household, January 2011
                                                                                                                                                                                                                                            • Figure 57: Total number of pets in household, by demographics, January 2011
                                                                                                                                                                                                                                            • Figure 58: Total number of pets (1, 2, 3 or more) in household, by pet type, January 2011
                                                                                                                                                                                                                                            • Figure 59: Have pet insurance, 2006-10
                                                                                                                                                                                                                                        • Appendix – Usage Trends in Cat and Dog Food

                                                                                                                                                                                                                                            • Figure 60: Use dog food in tins, foil trays and pouches in the last 12 months, 2007-10
                                                                                                                                                                                                                                            • Figure 61: Frequency of use of dog food in tins in the last 12 months, 2007-10
                                                                                                                                                                                                                                            • Figure 62: Frequency of use of dog food in foil trays and pouches in the last 12 months, 2007-10
                                                                                                                                                                                                                                            • Figure 63: Types of dog food in tins, foil trays and pouches used most often in the last 12 months, 2007-10
                                                                                                                                                                                                                                            • Figure 64: Range of dog food in tins, foil trays and pouches used in the last 12 months, 2007-10
                                                                                                                                                                                                                                            • Figure 65: Frequency of use of complete dry dog food, 2007-10
                                                                                                                                                                                                                                            • Figure 66: Range of complete dry dog food used in the last 12 months, 2007-10
                                                                                                                                                                                                                                            • Figure 67: Use dog biscuits, mixers and treats, 2007-10
                                                                                                                                                                                                                                            • Figure 68: Frequency of use of dog biscuits and mixers, 2007-10
                                                                                                                                                                                                                                            • Figure 69: Frequency of use of dog biscuits, 2008-10
                                                                                                                                                                                                                                            • Figure 70: Frequency of use of dog mixers, 2008-10
                                                                                                                                                                                                                                            • Figure 71: Frequency of use of other dog treats, 2007-10
                                                                                                                                                                                                                                            • Figure 72: Types of dog biscuits, mixers and treats used, 2008-10
                                                                                                                                                                                                                                            • Figure 73: Use cat food in tins, foil trays and pouches, 2007-10
                                                                                                                                                                                                                                            • Figure 74: Frequency of use of cat food in tins in the last 12 months, 2007-10
                                                                                                                                                                                                                                            • Figure 75: Frequency of use of cat food in foil trays and pouches in the last 12 months, 2007-10
                                                                                                                                                                                                                                            • Figure 76: Types of cat food in tins, foil trays and pouches used most often in the last 12 months, 2007-10
                                                                                                                                                                                                                                            • Figure 77: Range of cat food in tins, foil trays and pouches used in the last 12 months, 2007-10
                                                                                                                                                                                                                                            • Figure 78: Frequency of use of complete dry cat food, 2007-10
                                                                                                                                                                                                                                            • Figure 79: Range of complete dry cat food used in the last 12 months, 2007-10
                                                                                                                                                                                                                                        • Appendix – Consumer Priorities when Buying Cat and Dog Food

                                                                                                                                                                                                                                            • Figure 80: Most popular factors when buying cat or dog food, by demographics, January 2011
                                                                                                                                                                                                                                            • Figure 81: Next most popular factors when buying cat or dog food, by demographics, January 2011
                                                                                                                                                                                                                                            • Figure 82: Important factors when buying cat or dog food, by ownership of pets, January 2011
                                                                                                                                                                                                                                            • Figure 83: Important factors when buying cat or dog food, by number of pets owned, January 2011
                                                                                                                                                                                                                                            • Figure 84: Important factors when buying cat or dog food, by dogs owned, January 2011
                                                                                                                                                                                                                                            • Figure 85: Important factors when buying cat or dog food, by cats owned, January 2011
                                                                                                                                                                                                                                            • Figure 86: Important factors when buying cat or dog food, by type of household pet owned and number of pets owned, January 2011
                                                                                                                                                                                                                                        • Appendix – Enthusiasm for Pet Accessories

                                                                                                                                                                                                                                            • Figure 87: Most popular pet accessories purchased in the last 12 months, by demographics. January 2011
                                                                                                                                                                                                                                            • Figure 88: Next most popular pet accessories purchased in the last 12 months, by demographics. January 2011
                                                                                                                                                                                                                                            • Figure 89: Other pet accessories purchased in the last 12 months, by demographics. January 2011
                                                                                                                                                                                                                                            • Figure 90: Pet accessories purchased in the last 12 months, by ownership of pets, January 2011
                                                                                                                                                                                                                                            • Figure 91: Pet accessories purchased in the last 12 months, by number of pets owned, January 2011
                                                                                                                                                                                                                                            • Figure 92: Repertoire of pet accessories purchased in the last 12 months, January 2011
                                                                                                                                                                                                                                            • Figure 93: Repertoire of pet accessories purchased in the last 12 months, by demographics, January 2011
                                                                                                                                                                                                                                        • Appendix – Consumer Attitudes towards their Pets

                                                                                                                                                                                                                                            • Figure 94: Agreement with attitudes towards pets, January 2011
                                                                                                                                                                                                                                            • Figure 95: Agreement with the statement ‘I treat my pet with as much care as I would a child’, by demographics, July 2010
                                                                                                                                                                                                                                            • Figure 96: Agreement with the statement ‘My pet(s) is/are part of the family’, by demographics, July 2010
                                                                                                                                                                                                                                            • Figure 97: Agreement with the statement ‘I am concerned about my pet’s weight’, by demographics, July 2010
                                                                                                                                                                                                                                            • Figure 98: Agreement with the statement ‘I let my pet eat as much as it wants’, by demographics, July 2010
                                                                                                                                                                                                                                            • Figure 99: Agreement with the statement ‘I like spoiling my pet with treats’, by demographics, July 2010
                                                                                                                                                                                                                                            • Figure 100: Agreement with the statement ‘I enjoy exercising my pet’, by demographics, July 2010
                                                                                                                                                                                                                                            • Figure 101: Agreement with the statement ‘I always make sure my pet gets enough exercise’, by demographics, July 2010
                                                                                                                                                                                                                                            • Figure 102: Agreement with the statement ‘I have cut back on the amount I spend on my pet(s) in the last year’, by demographics, July 2010
                                                                                                                                                                                                                                            • Figure 103: Agreement with the statement ‘I would cut back on spending on my own food before I cut back on spending on my pet’, by demographics, July 2010
                                                                                                                                                                                                                                            • Figure 104: Agreement with the statement ‘I am more interested in nutritional content than price of my pet’s food’, by demographics, July 2010
                                                                                                                                                                                                                                        • Appendix – Consumer Target Groups

                                                                                                                                                                                                                                            • Figure 105: Attitudes towards pets, by target groups, January 2011
                                                                                                                                                                                                                                            • Figure 106: Target groups, by demographics, January 2011
                                                                                                                                                                                                                                            • Figure 107: Type of household pet owned and number of pets owned, by target groups, January 2011
                                                                                                                                                                                                                                            • Figure 108: Important factors when buying cat or dog food, by target groups, January 2011
                                                                                                                                                                                                                                            • Figure 109: Pet accessories purchased in the last 12 months, by target groups, January 2011

                                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                                        • Bayer AG
                                                                                                                                                                                                                                        • Butcher's Pet Care Ltd
                                                                                                                                                                                                                                        • Eukanuba
                                                                                                                                                                                                                                        • Felix
                                                                                                                                                                                                                                        • Go-Cat
                                                                                                                                                                                                                                        • Iams
                                                                                                                                                                                                                                        • Marine Stewardship Council
                                                                                                                                                                                                                                        • Mars Incorporated
                                                                                                                                                                                                                                        • Merial UK
                                                                                                                                                                                                                                        • Nestlé Purina Petcare Company
                                                                                                                                                                                                                                        • Nestlé UK Ltd
                                                                                                                                                                                                                                        • Procter & Gamble UK & Ireland
                                                                                                                                                                                                                                        • Wagg Foods Ltd
                                                                                                                                                                                                                                        • Whiskas
                                                                                                                                                                                                                                        • World Wildlife Fund

                                                                                                                                                                                                                                        Pet Food and Supplies - UK - March 2011

                                                                                                                                                                                                                                        £1,750.00 (Excl.Tax)