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Pet Food - UK - September 2015

“The market looks to face pressure from the ageing population, growth in privately rented dwellings and concerns around pet obesity. However, the interest in pet food with premium features, such as ‘human grade’ ingredients and chilled pet food, suggest opportunities for NPD to fuel trading up.”
– Douglas Faughnan, Senior Food and Drink Analyst

This report discusses the following key topics:

  • Pet owners seek guidance on food choices
  • Humanisation remains relevant in pet food
  • Dry pet food is seen by many as boring, wet food retains a treat image

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Table of contents

  1. Overview

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

          • The market
            • Figure 1: Total UK retail value sales of cat and dog food, 2010-20
          • Dry segment struggles in both cat and dog food
            • Figure 2: UK retail value sales of cat and dog food, by format, 2012-14
          • Scares around commercially produced pet food haven’t gone unnoticed
            • Children drive pet ownership
              • Companies, brands and innovation
                • Pedigree retains top spot in dog food
                  • Whiskas loses lead in cat food
                    • Above-the-line advertising spend stalls in 2014
                      • Gluten-free accounted for 14% of all new pet food launches in 2014
                        • Low-fat claims rise as pet obesity continues to be a concern
                          • The consumer
                            • Just under 60% of the population own a pet
                              • Figure 3: Pet ownership, by type of pet, April 2015
                            • Supermarkets dominate, but pet food buyers shop across channels
                              • Figure 4: Channels used to buy pet food, April 2015
                            • A fifth of pet food buyers have their pets on specific diets
                              • Figure 5: Attitudes towards buying pet food and treats, April 2015
                            • ‘Human grade’ pet food is of interest, while chilled offers a niche opportunity
                              • Figure 6: Interest and purchase of pet food products, April 2015
                            • Eight in 10 treat pets like a member of the family
                              • Figure 7: Attitudes towards pets and pet food, April 2015
                            • What we think
                            • Issues and Insights

                              • Pet owners seek guidance on food choices
                                • The facts
                                  • The implications
                                    • Humanisation remains relevant in pet food
                                      • The facts
                                        • The implications
                                          • Dry pet food is seen by many as boring, wet food retains a treat image
                                            • The facts
                                              • The implications
                                              • The Market – What You Need to Know

                                                • Volume decline continues
                                                  • Dry dog food suffering the most
                                                    • Dry cat food fares poorly
                                                      • Scares around commercially produced pet food haven’t gone unnoticed
                                                        • Pet obesity could hinder long-term growth in snacks and treats
                                                          • Children drive pet ownership
                                                            • Rise in privately rented dwellings does not bode well for pet food
                                                            • Market Size and Forecast

                                                              • Sliding dog food sales drag pet food market down
                                                                • Measures to economise curb pet food sales
                                                                  • A shift to smaller formats likely to hamper volumes
                                                                    • Outlook remains challenging
                                                                      • Figure 8: Total UK retail value sales of cat and dog food, 2010-20
                                                                      • Figure 9: Total UK retail value and volume sales of cat and dog food, 2010-20
                                                                  • Market Segmentation

                                                                    • Dry dog food suffering the most
                                                                      • Snacks and treats buck the trend with impressive growth
                                                                        • Figure 10: UK retail value and volume sales of dog food, by format, 2012-14
                                                                      • Further volume decline expected in dog food
                                                                        • Figure 11: Total UK retail value sales of dog food, 2010-20
                                                                        • Figure 12: Total UK retail value and volume sales of dog food, 2010-20
                                                                      • Dry cat food fares poorly
                                                                        • Figure 13: UK retail value and volume sales of cat food, by format, 2012-14
                                                                      • Cat food set to struggle to buoy volumes
                                                                        • Figure 14: Total UK retail value sales of cat food, 2010-20
                                                                        • Figure 15: Total UK retail value and volume sales of cat food, 2010-20
                                                                    • Market Drivers

                                                                      • Scares around commercially produced pet food haven’t gone unnoticed
                                                                        • Pet obesity could hinder long-term growth in snacks and treats
                                                                          • Presence of children drives pet ownership
                                                                            • Figure 16: Trends in age structure of the UK population, 2010-20
                                                                          • Rise in privately rented dwellings does not bode well for pet food
                                                                            • Figure 17: UK housing stock, by tenure, 2009-14
                                                                        • Key Players – What You Need to Know

                                                                          • Pedigree retains top spot in dog food
                                                                            • Whiskas loses lead in cat food
                                                                              • Above-the-line advertising spend stalls in 2014
                                                                                • NPD focuses on treats and wet food, while dry food is neglected
                                                                                  • Gluten-free reaches 14% of new pet food launches in 2014
                                                                                    • Seasonal NPD reflects owners’ tendency to treat pets as family
                                                                                      • Low-fat claims rise as concerns around pet obesity persist
                                                                                      • Market Share

                                                                                        • Purina’s Bakers loses ground
                                                                                          • Figure 18: Leading brands’ sales in the UK retail wet and dry dog food market, by value and volume, 2013/14* and 2014/15**
                                                                                          • Figure 19: Leading manufacturers’ sales in the UK retail wet and dry dog food market, by value and volume, 2013/14* and 2014/15**
                                                                                        • Pedigree grows volume share with Tasty Bites and Dentaflex
                                                                                          • Figure 20: Leading brands’ sales in the UK retail dog snacks and treats market, by value and volume, 2013/14* and 2014/15**
                                                                                          • Figure 21: Leading manufacturers’ sales in the UK retail dog snacks and treats market, by value and volume, 2013/14* and 2014/15**
                                                                                        • Mars hopes to halt declining Whiskas sales with brand refresh
                                                                                          • Figure 22: Leading brands’ sales in the UK retail wet and dry cat food market, by value and volume, 2013/14* and 2014/15**
                                                                                        • Gourmet maintains slight lead on luxury rival Sheba
                                                                                          • Figure 23: Leading manufacturers’ sales in the UK retail wet and dry cat food market, by value and volume, 2013/14* and 2014/15**
                                                                                        • Felix sales grow by 40%, helped by introduction of Felix Twists
                                                                                          • Figure 24: Leading brands’ sales in the UK retail cat snacks and drinks market, by value and volume, 2013/14* and 2014/15**
                                                                                          • Figure 25: Leading manufacturers’ sales in the UK retail cat snacks and drinks market, by value and volume, 2013/14* and 2014/15**
                                                                                      • Brand Communication and Promotion

                                                                                        • Overall advertising expenditure remained unchanged in 2014
                                                                                          • Figure 26: Recorded above-the-line, online display and direct mail advertising expenditure on cat/dog food and snacks and treats, by company, 2012-15
                                                                                        • Mars ups support for Cesar again with emotive TV spots
                                                                                          • Figure 27: Recorded above-the-line, online display and direct mail total advertising expenditure on dog food and snacks and treats, by leading brands, 2012-15
                                                                                        • Bakers “As Good as it Looks” launch receives significant support throughout 2014
                                                                                          • Mars makes Pedigree Pouches a priority
                                                                                            • Top three cat food advertisers ramped up spend again in 2014
                                                                                              • Figure 28: Recorded above-the-line, online display and direct mail total advertising expenditure on cat food and snacks and treats, by leading brands, 2012-15
                                                                                          • Launch Activity and Innovation

                                                                                            • Operators focus NPD effort on treats and wet food
                                                                                              • Figure 29: New product launches in the UK dog food market, by type, 2012-14
                                                                                              • Figure 30: New product launches in the UK cat food market, by type, 2012-14
                                                                                            • Gluten-free rises to 14% of all new pet food launches in 2014
                                                                                              • Figure 31: Share of new pet food launches carrying selected claims, 2012-14
                                                                                            • Seasonal NPD reflects pet owners’ tendency to treat pets as family
                                                                                              • Low-fat claims rise as pet obesity continues to be a concern
                                                                                                • Other recent launches
                                                                                                  • Communicating preparation technique can lend products a premium feel
                                                                                                    • Lily’s Kitchen and Billy + Margot combat home preparation with human style recipes
                                                                                                      • Operators build ‘meatiness’ into branding
                                                                                                      • The Consumer – What You Need to Know

                                                                                                        • Just under 60% of Brits own a pet
                                                                                                          • A fifth of pet food buyers have their pets on specific diets
                                                                                                            • Meat content important for pet food buyers
                                                                                                              • Supermarkets dominate, but pet food buyers shop across channels
                                                                                                                • Online pet food shopping lags behind online grocery shopping
                                                                                                                  • Discounter and pound store threat persists
                                                                                                                    • ‘Human grade’ and chilled pet food offer new opportunities
                                                                                                                      • Four in five cat/dog owners treat pets like family
                                                                                                                        • Dry pet food suffers from a boring image
                                                                                                                          • A third of cat/dog owners concerned about healthiness of big brand food
                                                                                                                          • Ownership of Pets

                                                                                                                            • Just under 60% of the population own a pet
                                                                                                                              • Figure 32: Pet ownership, by type of pet, April 2015
                                                                                                                          • Purchasing of Pet Food

                                                                                                                            • A fifth of pet food buyers have their pets on specific diets
                                                                                                                              • Figure 33: Attitudes towards buying pet food and treats, April 2015
                                                                                                                            • Specialist-store buyers less likely to be motivated by price
                                                                                                                              • Though dry food is seen as boring by many, dog owners rely mainly on it
                                                                                                                                • Figure 34: Types of pet food bought, by format, April 2015
                                                                                                                              • Meat content is an important feature for pet food buyers
                                                                                                                              • Channels Used to Buy Pet Food

                                                                                                                                • Supermarkets dominate, but pet food buyers shop across channels
                                                                                                                                  • Figure 35: Channels used to buy pet food, April 2015
                                                                                                                                • Online pet food buying is still some way behind online grocery shopping
                                                                                                                                  • Discounter and pound store threat persists
                                                                                                                                    • C-stores are well placed to tap into demand for snacks and treats
                                                                                                                                    • Interest in and Purchasing of Pet Food Products

                                                                                                                                      • ‘Human grade’ and ‘human quality’ pet food is of high interest to buyers
                                                                                                                                          • Figure 36: Interest in and purchase of pet food products, April 2015
                                                                                                                                        • Traffic light labelling is of interest to a quarter of pet food buyers
                                                                                                                                          • Chilled pet food offers a niche opportunity
                                                                                                                                          • Attitudes towards Pets and Pet Food

                                                                                                                                            • Eight in 10 treat pets like a member of the family
                                                                                                                                                • Figure 37: Attitudes towards pets and pet food, April 2015
                                                                                                                                              • Dry pet food suffers from a boring image
                                                                                                                                                • Toppings offer an affordable solution to a wet food diet
                                                                                                                                                  • A third of cat/dog owners are concerned about how healthy big brand pet food is
                                                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                      • Abbreviations
                                                                                                                                                        • Consumer research methodology
                                                                                                                                                          • Fan chart forecast
                                                                                                                                                          • Appendix – Market Size and Forecast

                                                                                                                                                            • Cat and dog food
                                                                                                                                                              • Figure 38: Total UK retail volume sales of cat and dog food, 2010-20
                                                                                                                                                              • Figure 39: Best- and worst-case forecasts for retail sales of cat and dog food, by value, 2015-20
                                                                                                                                                              • Figure 40: Best- and worst-case forecasts for retail sales of cat and dog food, by volume, 2015-20
                                                                                                                                                            • Cat food
                                                                                                                                                              • Figure 41: Total UK retail volume sales of cat food, 2010-20
                                                                                                                                                              • Figure 42: Best- and worst-case forecasts for retail sales of cat food, by value, 2015-20
                                                                                                                                                              • Figure 43: Best- and worst-case forecasts for retail sales of cat food, by volume, 2015-20
                                                                                                                                                            • Dog food
                                                                                                                                                              • Figure 44: Total UK retail volume sales of dog food, 2010-20
                                                                                                                                                              • Figure 45: Best- and worst-case forecasts for retail sales of dog food, by value, 2015-20
                                                                                                                                                              • Figure 46: Best- and worst-case forecasts for retail sales of dog food, by volume, 2015-20

                                                                                                                                                          Companies Covered

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

                                                                                                                                                          Pet Food - UK - September 2015

                                                                                                                                                          US $2,478.79 (Excl.Tax)