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Pet Food - UK - August 2017

“The cat and dog food market has benefited from the humanisation of pets, with owners becoming more conscious of the quality of food that they feed their pets. However, pet obesity rates in the UK are rising; brands that look to emphasise the diet-friendly credentials of food should find favour in an increasingly health-conscious society.”
– Alyson Parkes, Research Analyst

This Report looks at the following areas:

  • Low concern around pet obesity despite rising rates 
  • Transparency over ingredients used in pet food is important
  • Chilled pet food can tap into demand for naturalness

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Value sales continue to see strong growth
              • Figure 1: Total UK retail value sales of cat and dog food, 2012-22
            • Volume sales under pressure from a raft of factors
              • Snacks and treats were the strongest performers in dog food
                • Figure 2: UK retail value sales of dog food, by type, 2015-17
              • Dry cat food sees value and volume growth
                • Figure 3: UK retail value sales of cat food, by type, 2015-17
              • Shrinking household sizes contribute to falling pet ownership
                • Inflation brings end to rising real consumer incomes
                  • Companies and brands
                    • Top three dog food brands continue to see sales fall
                      • Figure 4: Leading brands’ sales in the UK retail wet and dry dog food market, by value, 2015/16-2016/17
                    • Felix remains market leader; Gourmet and Sheba go from strength to strength
                      • Figure 5: Leading brands’ sales in the UK retail wet and dry cat food market, by value, 2015/16-2016/17
                    • Dog snacks and wet cat food account for three fifths of 2016 launches
                      • Slimming claims rise; high-protein claims grow but remain niche
                        • Humanisation and premiumisation trends continue
                          • Pet food sees near-static spending on advertising in 2016
                            • Whiskas is the most heavily advertised brand; Felix is up to mischief
                              • The consumer
                                • Pet owners buy a variety of food, but dry remains the most popular
                                  • Figure 6: Types of pet food bought and/or prepared, by type of pet bought for, April 2017
                                • Most owners look to vets for information on pet diets
                                  • Figure 7: Sources used for advice on healthy diets for pets, April 2017
                                • The vast majority of pet owners say they know how much to feed their pet
                                  • Figure 8: Owners’ behaviours and attitudes related to healthy eating for pets, April 2017
                                • Snack allowing easy delivery of medication garner high interest
                                  • Figure 9: Interest in innovation in pet food, April 2017
                                • Clarity about the ingredients used in pet food is important
                                  • Figure 10: Attitudes towards pet food, April 2017
                                • What we think
                                • Issues and Insights

                                  • Low concern around pet obesity despite rising rates
                                    • The facts
                                      • The implications
                                        • Transparency over ingredients used in pet food is important
                                          • The facts
                                            • The implications
                                              • Chilled pet food can tap into demand for naturalness
                                                • The facts
                                                  • The implications
                                                  • The Market – What You Need to Know

                                                    • Value sales continue to see strong growth
                                                      • Volume sales under pressure from a raft of factors
                                                        • Snacks and treats were the strongest performers in dog food
                                                          • Dry cat food sees value and volume growth
                                                            • Shrinking household sizes contribute to falling pet ownership
                                                              • Inflation brings end to rising real consumer incomes
                                                              • Market Size and Forecast

                                                                • Value sales continue to see strong growth
                                                                  • Figure 11: Total UK retail value and volume sales of cat and dog food, 2012-22
                                                                • Volume sales under pressure from a raft of factors
                                                                  • Figure 12: Total UK retail volume sales of cat and dog food, 2012-22
                                                                • Continued growth expected for value sales
                                                                  • Figure 13: Total UK retail value sales of cat and dog food, 2012-22
                                                                • Forecast methodology
                                                                • Market Segmentation

                                                                  • Snacks and treats were the strongest performers in dog food
                                                                    • Wet dog food maintains share
                                                                      • Figure 14: UK retail value and volume sales of dog food, by type, 2015-17
                                                                    • Dry cat food sees value and volume growth
                                                                      • Figure 15: UK retail value and volume sales of cat food, by type, 2015-17
                                                                  • Market Drivers

                                                                    • Pet ownership is falling
                                                                      • Figure 16: Pet ownership, by type of pet, December 2012-April 2017
                                                                    • Shrinking household sizes present another threat to pet ownership
                                                                      • Figure 17: Pet ownership by household size, April 2017
                                                                    • Households with children are more likely to own pets
                                                                      • Figure 18: Cat and dog ownership, by presence of children under the age of 18 in the household, April 2017
                                                                    • The ageing population poses a challenge
                                                                      • Figure 19: Pet ownership by age, April 2017
                                                                    • Inflation brings end to rising real consumer incomes
                                                                      • Figure 20: Pet ownership by household income, April 2017
                                                                    • Consumer trust may have been shaken
                                                                    • Companies and Brands – What You Need to Know

                                                                      • Top three dog food brands continue to see sales fall
                                                                        • Felix remains market leader; Gourmet and Sheba go from strength to strength
                                                                          • Dog snacks and wet cat food account for three fifths of 2016 launches
                                                                            • Slimming claims rise; high-protein claims grow but remain niche
                                                                              • Humanisation and premiumisation trends continue
                                                                                • Pet food sees near-static spending on advertising in 2016
                                                                                  • Whiskas is the most heavily advertised brand; Felix is up to mischief
                                                                                  • Market Share

                                                                                    • Top three dog food brands continue to see sales fall
                                                                                      • Harringtons shows substantial growth
                                                                                        • Own-label gains share
                                                                                          • Figure 21: Leading brands’ sales in the UK retail wet and dry dog food market, by value and volume, 2015/16-2016/17
                                                                                        • Good Boy sees second year of stellar performance
                                                                                          • Figure 22: Leading brands’ sales in the UK retail dog snacks and treats market, by value and volume, 2015/16-2016/17
                                                                                        • Felix maintains position as market leader, but sales fall
                                                                                          • Figure 23: Leading brands’ sales in the UK retail wet and dry cat food market, by value and volume, 2015/16-2016/17
                                                                                        • Gourmet and Sheba go from strength to strength
                                                                                          • Dreamies rebrand drives growth; Whiskas struggles continue
                                                                                            • Figure 24: Leading brands’ sales in the UK retail cat snacks and treats market, by value and volume, 2015/16-2016/17
                                                                                        • Launch Activity and Innovation

                                                                                          • Dog snacks and wet cat food account for three fifths of 2016 launches
                                                                                            • Figure 25: New product launches in the UK pet food market, by segment, 2013-17
                                                                                            • Figure 26: Share of new product launches in the UK pet food market, by company, 2013-17
                                                                                          • Mars Petcare extends range of cat snacks and treats
                                                                                            • Felix FunSauces blur the line between snacks and mealtimes
                                                                                              • Nestlé adds two more variants to its Purina-Beyond range
                                                                                                • Slimming claims rise in pet food in 2017
                                                                                                  • Figure 27: New product launches in the UK pet food market carrying a ‘slimming’ or a ‘low/no/reduced fat’ claim, 2013-17
                                                                                                • Iams taps into demand for naturalness with new ‘Naturally’ range
                                                                                                  • Figure 28: New product launches in the UK pet food market carrying a no additives/preservatives or an all-natural claim, 2013-17
                                                                                                • Harrington’s re-packages to emphasise natural claims
                                                                                                  • High-protein claims growing but niche
                                                                                                    • Figure 29: New product launches in the UK pet food market that carry a high-protein claim, 2013-17
                                                                                                  • Humanisation and premiumisation trends continue
                                                                                                    • Tesco offers complete range of chilled pet food
                                                                                                      • Lily’s Kitchen adds a weekend breakfast to its meal time portfolio…
                                                                                                        • …and a birthday surprise for dogs
                                                                                                          • Forthglage’s seasonal launch focuses on seasonal ingredients
                                                                                                            • Forthglade unveils its first dry dog food range
                                                                                                              • Skinner’s Petfoods moves into pet market with new ‘Life’ range
                                                                                                                • British-grown vegetable dog snacks enter the market
                                                                                                                • Advertising and Marketing Activity

                                                                                                                  • Pet food sees static spending on advertising in 2016
                                                                                                                    • Figure 30: Total above-the-line, online display and direct mail advertising expenditure on pet food, 2013-17
                                                                                                                  • Cat food maintains majority share of adspend
                                                                                                                    • Figure 31: Above-the-line, online display and direct mail advertising expenditure on pet food, by type, 2013-17
                                                                                                                  • Whiskas is the most heavily advertised brand
                                                                                                                    • Figure 32: Share of recorded above-the-line, online display and direct mail advertising expenditure on pet food, by top ten brands, 2013-17
                                                                                                                  • Dreamies introduces impenetrable bag of treats in colourful ad
                                                                                                                    • Sheba’s campaign explores who’s really the boss – Cats or their owners?
                                                                                                                      • Felix causes mischief at Waterloo station
                                                                                                                        • Bakers makes it possible for dogs to go shopping
                                                                                                                          • James Wellbeloved runs first ever TV campaign
                                                                                                                            • Dog food brands look to sponsorship for visibility
                                                                                                                              • Forthglade encourages dog owners to #DumpTheJunk
                                                                                                                                • Royal Canin makes pets stars of their own show
                                                                                                                                  • Nielsen Ad Intel coverage
                                                                                                                                  • The Consumer – What You Need to Know

                                                                                                                                    • Pet owners buy a variety of food, but dry remains the most popular
                                                                                                                                      • More dog owners purchase snacks/treats than wet food
                                                                                                                                        • Most owners look to vets for information on pet diets
                                                                                                                                          • The vast majority of pet owners say they know how much to feed their pet
                                                                                                                                            • Satiety offered by diet pet food important for owners
                                                                                                                                              • Snack allowing easy delivery of medication garners high interest
                                                                                                                                                • Complete meal kits interest a third of pet owners
                                                                                                                                                  • Clarity about the ingredients used in pet food is important
                                                                                                                                                    • Low trust in the benefits of gluten-free diets
                                                                                                                                                    • Types of Pet Food Bought/Prepared

                                                                                                                                                      • Pet owners buy a variety of food, but dry remains the most popular
                                                                                                                                                          • Figure 33: Types of pet food bought and/or prepared, by type of pet bought for, April 2017
                                                                                                                                                        • More dog owners purchase snacks/treats than wet food
                                                                                                                                                          • Feeding dogs homemade food is more common amongst the affluent
                                                                                                                                                          • Sources Used for Advice on Healthy Diets

                                                                                                                                                            • Most owners look to vets for information on pet diets
                                                                                                                                                              • Few owners have frequent contact with vets
                                                                                                                                                                • Figure 34: Sources used for advice on healthy diets for pets, April 2017
                                                                                                                                                              • Three in ten pet owners use healthy diet information on food packaging
                                                                                                                                                                • Pet charities are rarely used by pet owners for diet information
                                                                                                                                                                  • Under-35s use a variety of sources for information on healthy diets
                                                                                                                                                                    • Figure 35: Sources used for advice on healthy diets for pets, April 2017
                                                                                                                                                                • Owners’ Behaviours and Attitudes Related to Healthy Eating for Pets

                                                                                                                                                                  • The vast majority of pet owners say they know how much to feed their pet
                                                                                                                                                                    • Figure 36: Pet food behaviours – CHAID – Tree output, May 2017
                                                                                                                                                                  • Methodology
                                                                                                                                                                    • Tailored advice and measuring scoops can help build confidence
                                                                                                                                                                      • Figure 37: Owners’ behaviours and attitudes related to healthy eating for pets, April 2017
                                                                                                                                                                    • A quarter of pet owners would not know how to help their pet lose weight
                                                                                                                                                                      • Activity levels play a key role in weight management
                                                                                                                                                                        • Satiety offered by diet pet food important for owners
                                                                                                                                                                          • Artificial additives are as much a concern in pet food as in human food
                                                                                                                                                                            • Figure 38: New product launches in the UK pet food market carrying a ‘no additives/preservatives’ claim, 2013-17
                                                                                                                                                                        • Interest in Innovation in Pet Food

                                                                                                                                                                          • Snack allowing easy delivery of medication garners high interest
                                                                                                                                                                            • Figure 39: Interest in innovation in pet food, April 2017
                                                                                                                                                                          • Calming food appeals to one in five pet owners
                                                                                                                                                                            • Complete meal kits interest a third of pet owners
                                                                                                                                                                              • A third would like a proportion of the price of pet food to go to charity
                                                                                                                                                                                • Londoners show above average interest in recycling schemes
                                                                                                                                                                                  • Interest in game meat and offal in pet food
                                                                                                                                                                                    • Figure 40: Share of new launches in the pet food market with game meat listed as an ingredient, 2013-17
                                                                                                                                                                                • Attitudes towards Pet Food

                                                                                                                                                                                  • Clarity about the ingredients used in pet food is important
                                                                                                                                                                                    • Figure 41: Attitudes towards pet food, April 2017
                                                                                                                                                                                  • Healthy eating trends for pets divide owners
                                                                                                                                                                                    • Low trust in the benefits of gluten-free diets
                                                                                                                                                                                      • Interest in gluten-free peaks among food avoiders
                                                                                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                          • Abbreviations
                                                                                                                                                                                            • Consumer research methodology
                                                                                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                                                                                                • Figure 42: Best- and worst-case forecasts for retail sales of cat and dog food, by value, 2017-22
                                                                                                                                                                                                • Figure 43: Best- and worst-case forecasts for retail sales of cat and dog food, by volume, 2017-22
                                                                                                                                                                                              • Forecast methodology
                                                                                                                                                                                              • Appendix – Launch Activity and Innovation

                                                                                                                                                                                                  • Figure 44: New product launches in the UK pet food market, by own-label and brands, 2013-17
                                                                                                                                                                                                  • Figure 45: New product launches in the UK pet food market, carrying a functional claim, 2013-17
                                                                                                                                                                                                  • Figure 46: New product launches in the UK pet food market carrying diet-friendly or slimming claims, 2013-17
                                                                                                                                                                                                  • Figure 47: New product launches in the UK pet snacks and treats market that are part of a complementary diet, 2013-17
                                                                                                                                                                                                  • Figure 48: Share of new product launches in the UK pet food market containing offal, by top 10 types of offal, 2013-17
                                                                                                                                                                                                  • Figure 49: New product launches in the UK pet food market that are complete pet foods, 2013-17
                                                                                                                                                                                                • FEDIAF permitted claims related to the use of the term ‘natural’
                                                                                                                                                                                                  • Natural
                                                                                                                                                                                                  • Appendix – Advertising and Marketing Activity

                                                                                                                                                                                                      • Figure 50: Total above-the-line, online display and direct mail advertising expenditure on pet food, by top 10 brands, 2013-17
                                                                                                                                                                                                      • Figure 51: Total above-the-line, online display and direct mail advertising expenditure on pet food, by top 10 advertisers, 2013-17
                                                                                                                                                                                                      • Figure 52: Share of above-the-line, online display and direct mail advertising expenditure on pet food, by top 10 advertisers, 2013-17
                                                                                                                                                                                                      • Figure 53: Above-the-line, online display and direct mail advertising expenditure on cat food, by top 10 brands, 2013-17
                                                                                                                                                                                                      • Figure 54: Share of above-the-line, online display and direct mail advertising expenditure on cat food, by top 10 brands, 2013-17
                                                                                                                                                                                                      • Figure 55: Above-the-line, online display and direct mail advertising expenditure on dog food, by top 10 brands, 2013-17
                                                                                                                                                                                                      • Figure 56: Share of above-the-line, online display and direct mail advertising expenditure on dog food, by top 10 brands, 2013-17
                                                                                                                                                                                                  • Appendix – Market Share

                                                                                                                                                                                                      • Figure 57: Leading manufacturers’ sales in the UK retail wet and dry dog food market, by value and volume, 2015/16-2016/17
                                                                                                                                                                                                      • Figure 58: Leading manufacturers’ sales in the UK retail dog snacks and treats market, by value and volume, 2015/16-2016/17
                                                                                                                                                                                                      • Figure 59: Leading manufacturers’ sales in the UK retail wet and dry cat food market, by value and volume, 2015/16-2016/17
                                                                                                                                                                                                      • Figure 60: Leading manufacturers’ sales in the UK retail cat snacks and treats market, by value and volume, 2015/16-2016/17
                                                                                                                                                                                                  • Appendix – The Consumer

                                                                                                                                                                                                      • Figure 61: Pet food behaviours – CHAID – Table output, May 2017

                                                                                                                                                                                                  Companies Covered

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

                                                                                                                                                                                                  Pet Food - UK - August 2017

                                                                                                                                                                                                  US $2,583.33 (Excl.Tax)