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Pet Food - UK - August 2014

“Just under a quarter of pet owners see high protein as an important choice factor, while 13% note low in salt. However, few pet food products currently make references to either, suggesting these as potential areas for NPD.”

– Douglas Faughnan, Senior Food & Drink Analyst

This report covers the following issues:

  • Premium brands and treats buck a declining volume sales trend
  • Interest in high protein and low salt pet food goes largely untapped
  • Friends and family are among key sources for advice on what to feed pets

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Table of contents

  1. Introduction

      • Definition
        • Exclusions
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: UK retail value sales of pet food, by segment, 2013
              • Outlook
                • Figure 2: Total UK retail value sales of pet food, 2009-19
              • Market factors
                • Figure 3: Pet ownership, by type, May 2014
              • Companies, brands and innovation
                • Mars Petcare’s Pedigree remains the leading dog food brand
                  • Figure 4: Leading brands’ shares in the UK retail wet and dry dog food market, by value, 2013/14*
                  • Figure 5: Leading brands’ shares in the UK retail wet and dry cat food market, by value, 2013/14*
                • Dog food leads NPD
                  • Advertising spend remains stable
                    • The consumer
                      • Dry and wet food are equally popular among cat owners, while dog owners are less likely to purchase wet food
                        • Figure 6: Purchasing and preparation of pet food, by type, May 2014
                      • No one source of information dominates research for pet food
                        • Figure 7: Sources of information used when researching pet food, May 2014
                      • Brands competing solely on price will miss the mark
                        • Figure 8: Reasons for choosing one cat/dog food over another, May 2014
                      • Most pet owners still buy pet food while doing grocery shopping
                        • Figure 9: Consumer behaviour when buying cat/dog food, May 2014
                      • What we think
                      • Issues and Insights

                          • Premium brands and treats buck a declining volume sales trend
                            • The facts
                              • The implications
                                • Interest in high protein and low salt pet food goes largely untapped
                                  • The facts
                                    • The implications
                                      • Friends and family are among key sources for advice on what to feed pets
                                        • The facts
                                          • The implications
                                          • Trend Application

                                              • Return to the Experts
                                                • Creature Comforts
                                                  • Make it Mine
                                                  • Market Drivers

                                                    • Key points
                                                      • Presence of children in the household boosts pet ownership
                                                        • Figure 10: Ownership of pets, by presence of children in the household, May 2014
                                                        • Figure 11: Trends in the age structure of the UK population, 2009-14 and 2014-19
                                                      • Over two in three of those struggling financially own a pet
                                                        • Figure 12: Ownership of pets, by financial situation, May 2014
                                                      • Increase in people renting from private landlords is having a negative impact on pet ownership
                                                        • One in five cat/dog owners are trying to watch their pet’s weight
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • While cat food accounts for a higher share of value sales, dog food is a bigger focus for NPD
                                                              • Figure 13: New launches in the UK pet food market, by product category, 2011-14*
                                                            • Range extensions and new varieties account for the majority of NPD for Mars and Nestlé
                                                              • Figure 14: New launches in the UK pet food market (excluding private label), by launch type, 2011-14*
                                                              • Figure 15: New launches in the UK pet food market, by ultimate company, 2013
                                                            • Dog snacks and treats continue to be focus of NPD for manufacturers
                                                              • Figure 16: New product launches in the UK dog food market, by format, 2011-14*
                                                            • Following three consecutive years of declining NPD share, wet cat food rebounded in 2013
                                                              • Figure 17: New product launches in the UK cat food market, by format, 2011-14
                                                            • No additives and fortification claims lead in NPD
                                                                • Figure 18: New product launches in the UK pet food market, by claim, 2011-14
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Dog food is set to see further fall in volumes
                                                                  • Figure 19: Total UK retail value and volume sales of dog food, 2009-19
                                                                  • Figure 20: Total UK retail value sales of dog food, 2009-19
                                                                • Cat food to post value growth of 12% by 2019
                                                                  • Figure 21: Total UK retail value and volume sales of cat food, 2009-19
                                                                  • Figure 22: Total UK retail value sales of cat food, 2009-19
                                                                • Demographic trends to have a mixed effect on pet food sales
                                                                  • Figure 23: Total UK retail value and volume sales of pet food, 2009-19
                                                                  • Figure 24: Total UK retail value sales of pet food, 2009-19
                                                                • Forecast methodology
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Volume sales continue to struggle across both cat and dog food
                                                                      • Figure 25: UK retail value and volume sales of pet food, by segment, 2011-13
                                                                    • Dog snacks and treats post strong volume growth
                                                                      • Figure 26: UK retail value and volume sales of dog food, by format, 2011-13
                                                                    • Cat snacks and treats help to stop cat food volume sales slipping further
                                                                      • Figure 27: UK retail value and volume sales of cat food, by format, 2011-13
                                                                  • Market Share

                                                                    • Key points
                                                                      • Pedigree bears the brunt of problems in dog food market
                                                                        • Figure 28: Leading brands’ sales in the UK retail wet and dry dog food market, by value and volume, 2012/13* and 2013/14**
                                                                      • Mixed bag for Mars as Pedigree struggles but Misfits shines in dog snacks
                                                                        • Figure 29: Leading brands’ sales in the UK retail dog snacks and treats market, by value and volume, 2012/13* and 2013/14**
                                                                      • Felix and Whiskas capture half of the cat food market
                                                                        • Figure 30: Leading brands’ sales in the UK retail wet and dry cat food market, by value and volume, 2012/13* and 2013/14**
                                                                      • Mars retains dominance in cat snacks and treats
                                                                        • Figure 31: Leading brands’ sales in the UK retail cat snacks and treats market, by value and volume, 2012/13* and 2013/14**
                                                                    • Companies and Products

                                                                        • Butcher’s
                                                                          • Company overview
                                                                            • Product range
                                                                              • Recent activity
                                                                                • Mars Petcare
                                                                                  • Company overview
                                                                                    • Product range
                                                                                      • Recent activity
                                                                                        • Nestlé Purina PetCare
                                                                                          • Company overview
                                                                                            • Product range
                                                                                              • Recent activity
                                                                                                • Harringtons
                                                                                                  • Company overview
                                                                                                    • Product range
                                                                                                      • Procter & Gamble
                                                                                                        • Company overview
                                                                                                          • Product range
                                                                                                            • Recent activity
                                                                                                            • Brand Communication and Promotion

                                                                                                              • Key points
                                                                                                                • No change in advertising support for the market overall
                                                                                                                  • Figure 32: Total advertising spend in the UK cat and dog food market, 2011-14*
                                                                                                                • Cat food segment benefits from more support than dog food
                                                                                                                  • Figure 33: Total advertising spend in the UK cat and dog food markets, by segment, 2011-14*
                                                                                                                • Pet food market is increasingly reliant on top two for visibility
                                                                                                                  • Figure 34: Total advertising spend in the UK cat and dog food markets, by top 10 companies, 2011-14
                                                                                                                • Mars tries to slow Whiskas’ sales decline with strong advertising support
                                                                                                                  • Figure 35: Total advertising spend in the cat food/snacks market, by brand, 2011-14
                                                                                                                • Harringtons grows sales with modest adspend
                                                                                                                  • Figure 36: Total advertising spend in the dog food/snacks market, by brand, 2011-14
                                                                                                              • The Consumer – Pet Ownership

                                                                                                                • Key points
                                                                                                                  • Overall UK pet ownership hasn’t changed
                                                                                                                    • Figure 37: Pet ownership, by type, May 2014
                                                                                                                    • Figure 38: Number of pets owned, May 2014
                                                                                                                  • Households with children are significantly more likely to have pets
                                                                                                                      • Figure 39: Ownership of pets, by presence of children in the household, May 2014
                                                                                                                  • The Consumer – Purchasing of Cat/Dog Food

                                                                                                                    • Key points
                                                                                                                      • Dry and wet food are equally popular among cat owners, while dog owners are less likely to purchase wet food
                                                                                                                        • Figure 40: Purchasing and preparation of pet food, by type, May 2014
                                                                                                                      • Homemade food has widespread appeal
                                                                                                                          • Figure 41: Types of dog food bought/prepared, by types of dog food bought/prepared, May 2014
                                                                                                                          • Figure 42: Types of cat food bought/prepared, by types of cat food bought/prepared, May 2014
                                                                                                                        • Cat snacks offer marked potential
                                                                                                                        • The Consumer – Researching Pet Food

                                                                                                                          • Key points
                                                                                                                            • No one source is used universally for information on pet food
                                                                                                                              • Figure 43: Sources of information used when researching pet food, May 2014
                                                                                                                            • A third of people seek advice from pet store
                                                                                                                              • Londoners are most likely to seek advice on what to feed their pets
                                                                                                                                • Figure 44: Sources of information used when researching pet food, consumers living in London and average, May 2014
                                                                                                                              • Social media resonates most among Londoners and 25-34s
                                                                                                                                • Word of mouth is a key influence in pet food choice
                                                                                                                                • The Consumer – Important Factors in Choosing Cat/Dog Food

                                                                                                                                  • Key points
                                                                                                                                    • Singles and those without kids are less likely to economise on pet food
                                                                                                                                      • Figure 45: Reasons for choosing one cat/dog food over another, May 2014
                                                                                                                                    • For many, value for money looks to be more important than price
                                                                                                                                      • As no additives and fortified claims become common, more is needed for standout
                                                                                                                                        • High protein and low salt offer scope for brands to differentiate themselves
                                                                                                                                        • The Consumer – Cat/Dog Food Buying Behaviour

                                                                                                                                          • Key points
                                                                                                                                            • Most pet owners buy their pet food while doing grocery shopping
                                                                                                                                              • Figure 46: Consumer behaviour when buying cat/dog food, May 2014
                                                                                                                                            • One in five buy pet food online
                                                                                                                                              • Many people have taken steps to save money while buying pet food, but few feel they have actually cut back on the amount they spend
                                                                                                                                                • Healthy indulgence has become the norm
                                                                                                                                                • Appendix – Who’s Innovating?

                                                                                                                                                    • Figure 47: New product launches in the UK pet food market, by company, 2010-14
                                                                                                                                                    • Figure 48: Share of new product launches within the cat and dog food market, by claim (top 20), 2010-14
                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                    • Figure 49: Total UK retail value sales of pet food, best- and worst-case forecast, 2014-19
                                                                                                                                                    • Figure 50: Total UK retail volume sales of pet food, best- and worst-case forecast, 2014-19
                                                                                                                                                    • Figure 51: Total UK retail value sales of dog food, best- and worst-case forecast, 2014-19
                                                                                                                                                    • Figure 52: Total UK retail volume sales of dog food, best- and worst-case forecast, 2014-19
                                                                                                                                                    • Figure 53: Total UK retail value sales of cat food, best- and worst-case forecast, 2014-19
                                                                                                                                                    • Figure 54: Total UK retail volume sales of cat food, best- and worst-case forecast, 2014-19
                                                                                                                                                • Appendix – Market Share

                                                                                                                                                    • Figure 55: Leading brands’ sales in the UK retail wet and dry dog food market, by value and volume, 2012/13* and 2013/14**
                                                                                                                                                    • Figure 56: Leading manufacturers’ sales in the UK retail wet and dry dog food market, by value and volume, 2012/13* and 2013/14**
                                                                                                                                                    • Figure 57: Leading brands’ sales in the UK retail dog snacks and treats market, by value and volume, 2012/13* and 2013/14**
                                                                                                                                                    • Figure 58: Leading manufacturers’ sales in the UK retail dog snacks and treats market, by value and volume, 2012/13* and 2013/14**
                                                                                                                                                    • Figure 59: Leading brands’ sales in the UK retail wet and dry cat food market, by value and volume, 2012/13* and 2013/14**
                                                                                                                                                    • Figure 60: Leading manufacturers’ sales in the UK retail wet and dry cat food market, by value and volume, 2012/13* and 2013/14**
                                                                                                                                                    • Figure 61: Leading brands’ sales in the UK retail cat snacks and treats market, by value and volume, 2012/13* and 2013/14**
                                                                                                                                                    • Figure 62: Leading brands’ sales in the UK retail cat snacks and treats market, by value and volume, 2012/13* and 2013/14**
                                                                                                                                                • Appendix – The Consumer – Pet Ownership

                                                                                                                                                    • Figure 63: Pet ownership, May 2014
                                                                                                                                                    • Figure 64: Most popular pets owned, by demographics, May 2014
                                                                                                                                                    • Figure 65: Most popular pets among pet owners, by demographics, May 2014
                                                                                                                                                    • Figure 66: Number of pets owned, May 2014
                                                                                                                                                    • Figure 67: Number of pets owned, May 2014 (continued)
                                                                                                                                                    • Figure 68: Number of pets owned, by demographics, May 2014
                                                                                                                                                    • Figure 69: Number of dogs owned, by demographics, May 2014
                                                                                                                                                    • Figure 70: Number of cats owned, by demographics, May 2014
                                                                                                                                                    • Figure 71: Number of fish owned, by demographics, May 2014
                                                                                                                                                    • Figure 72: Number of small mammals owned, by demographics, May 2014
                                                                                                                                                • Appendix – The Consumer – Purchasing of Cat/Dog Food

                                                                                                                                                    • Figure 73: Purchasing of pet food, by type, May 2014
                                                                                                                                                    • Figure 74: Purchasing of dog food, by type, by demographics, May 2014
                                                                                                                                                    • Figure 75: Purchasing of cat food, by type, by demographics, May 2014
                                                                                                                                                    • Figure 76: Types of dog food bought, by types of dog food bought, May 2014
                                                                                                                                                    • Figure 77: Types of cat food bought, by types of cat food bought, May 2014
                                                                                                                                                • Appendix – The Consumer – Researching Pet Food

                                                                                                                                                    • Figure 78: Sources of information used when researching pet food, May 2014
                                                                                                                                                    • Figure 79: Most popular sources of information used when researching pet food, by demographics, May 2014
                                                                                                                                                    • Figure 80: Next most popular sources of information used when researching pet food, by demographics, May 2014
                                                                                                                                                    • Figure 81: Sources of information used when researching pet food, by type of pet owned, May 2014
                                                                                                                                                    • Figure 82: Sources of information used when researching pet food, by pet ownership – Any, May 2014
                                                                                                                                                • Appendix – The Consumer – Important Factors in Choosing Cat/Dog Food

                                                                                                                                                    • Figure 83: Choice factors, May 2014
                                                                                                                                                    • Figure 84: Most popular choice factors, by demographics, May 2014
                                                                                                                                                    • Figure 85: Next most popular choice factors, by demographics, May 2014
                                                                                                                                                    • Figure 86: Choice factors, by pet ownership, May 2014
                                                                                                                                                • Appendix – The Consumer – Cat/Dog Food Buying Behaviour

                                                                                                                                                    • Figure 87: Consumer behaviour when buying cat/dog food, May 2014
                                                                                                                                                    • Figure 88: Most popular consumer behaviour when buying cat/dog food, by demographics, May 2014
                                                                                                                                                    • Figure 89: Next most popular consumer behaviour when buying cat/dog food, by demographics, May 2014
                                                                                                                                                    • Figure 90: Consumer behaviour when buying cat/dog food, by most popular choice factors, May 2014
                                                                                                                                                    • Figure 91: Consumer behaviour when buying cat/dog food, by next most popular choice factors, May 2014
                                                                                                                                                    • Figure 92: Attitudes towards feeding pets, May 2014
                                                                                                                                                    • Figure 93: Most popular attitudes towards feeding pets, by demographics, May 2014
                                                                                                                                                    • Figure 94: Next most popular attitudes towards feeding pets, by demographics, May 2014
                                                                                                                                                    • Figure 95: Attitudes towards feeding pets, by pet ownership, May 2014

                                                                                                                                                Companies Covered

                                                                                                                                                To learn more about the companies covered in this report please contact us.

                                                                                                                                                Pet Food - UK - August 2014

                                                                                                                                                £1,995.00 (Excl.Tax)