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Petcare - UK - July 2015

“People are increasingly treating their pets as humans, relying on them for companionship and gaining a sense of fulfilment from needing to be needed as they look after their pets. They want their pets to feel cared-for, comfortable and mentally stimulated. So there is driving demand for added-value products, often mirroring mainstream human styling and healthcare trends. As a result people are prepared to pay more for their petcare products and to replace them more often.”
– Jane Westgarth, Senior Market Analyst

This report discusses the following key topics:

  • Interest in monitoring pet activity levels 
  • Remote interaction with pets
  • Will online trading for pet accessories keep growing?

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Table of contents

  1. Overview

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

          • Owners increasingly indulging their pets
            • Figure 1: Consumer spend on petcare, 2010-20
          • Diverse market catering for a range of needs
            • Figure 2: Market for pet care and accessories, by segment, 2015 (est)
          • Pets at Home dominates pet accessories retailing
            • Growth of buying online
              • Ocado and Waitrose build web presence
                • Figure 3: Distribution of pet accessories, by retailer, 2015 (est)
              • Fragmented supply of brands and products
                • 85% of pet owners bought pet accessories in the last year
                  • Figure 4: Purchases of pet products, December 2012 and April 2015
                  • Figure 5: Shopped in-store or online for pet accessories, any, April 2015
                • People use a wide spread of retailers
                  • Figure 6: Retailers used for pet accessories, any purchases, April 2015
                • People are motivated by great choice and competitive prices
                  • Figure 7: Factors that influence choice of retailer for pet accessories, April 2015
                • Technical products – Yes please
                  • Figure 8: Interest in tech products for pets, April 2015
              • Issues and Insights

                • Interest in monitoring pet activity levels
                  • The facts
                    • The implications
                      • Remote interaction with pets
                        • The facts
                          • The implications
                            • Will online trading for pet accessories keep growing?
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • Market to grow 3.3% in 2015
                                    • Comment on the forecast
                                      • Pet health accounts for 23%
                                        • Basics are the most price-sensitive
                                          • Pets at Home dominates with 39% market share
                                            • Dogs and cats are the nation’s most popular pets
                                              • Rise in rented dwellings could suppress pet ownership
                                              • Market Size and Forecast

                                                • Humanisation of pets spurs market growth
                                                  • Figure 9: Consumer spend on petcare accessories, 2012-15
                                                  • Figure 10: Consumer spend on petcare accessories, 2010-20
                                                  • Figure 11: Consumer spend on petcare accessories, 2010-20
                                              • Market Segmentation

                                                  • Figure 12: Market for petcare and accessories, by segment, 2015 (est)
                                                • Pet beds and cages benefit from styling and bigger sizes
                                                  • Figure 13: Market for pet beds and housing, by segment, 2015 (est)
                                                • Innovative products for pet feeding
                                                  • Sundries dominated by cat litter
                                                    • Figure 14: Market for pet sundries, by segment, 2015 (est)
                                                  • Stylish clothes, collars, leads and harnesses
                                                    • Figure 15: Market for apparel, collars and leads, by segment, 2015 (est)
                                                  • Low cost imports drive volume for toys
                                                    • Mental stimulation for pets
                                                      • Cats need to scratch
                                                        • Figure 16: Market for dog and cat toys, by segment, 2015 (est)
                                                      • A fashion for fish
                                                        • Pet health
                                                          • Flea and worm treatments boosted by OTC products
                                                            • Awareness of dental care growing
                                                              • Supplements £37 million
                                                                • Toiletries
                                                                  • Figure 17: Market for pet healthcare, by segment, 2015 (est)
                                                              • Market Drivers

                                                                • Stable pet population
                                                                  • Figure 18: UK pet population, by type (excluding fish), 2014
                                                                • Rise in private renting suppresses pet ownership
                                                                  • Figure 19: Current housing situation, December 2014
                                                                • More households, smaller households
                                                                  • Figure 20: UK households, by size, 2008-18
                                                                • Pets are part of the family
                                                                • Key Players – What You Need to Know

                                                                  • Fragmented supply
                                                                    • Innovative market
                                                                      • Own brand
                                                                        • Small advertising spend
                                                                        • Key Players

                                                                          • Fragmented market place
                                                                            • Healthcare brands
                                                                              • Figure 21: Examples of healthcare companies and brands
                                                                            • Brands of pet products
                                                                            • Channels to Market

                                                                              • Pets at Home truly dominant
                                                                                • 3,000 independent pet stores
                                                                                  • Grocers focus on foods and treats
                                                                                    • Bargain retailing
                                                                                      • Different customer journeys for commodity, impulse and considered purchases
                                                                                        • Figure 22: Distribution of pet accessories, by retailer, 2015 (est)
                                                                                        • Figure 23: Pet retail specialists, turnover (excluding VAT), 2010-14
                                                                                        • Figure 24: Pet retail specialists, operating profit, 2010-14
                                                                                        • Figure 25: Pet retail specialists, operating margin, 2010-14
                                                                                      • The leading pet specialists plot store expansion
                                                                                        • Figure 26: Pet retail specialists, store numbers, 2010-15
                                                                                        • Figure 27: Pet retail specialists, sales per outlet, 2010-14
                                                                                    • Brand Communication and Promotion

                                                                                      • Fluctuating spend on petcare advertising
                                                                                        • Figure 28: Recorded above-the-line, online display and direct mail total advertising expenditure on petcare, 2011-14
                                                                                      • Pets at Home dominates in terms of advertising spend
                                                                                        • Figure 29: Recorded above-the-line, online display and direct mail total advertising expenditure on petcare, by advertiser, 2011-14
                                                                                      • Television adverts account for 84% of spend
                                                                                        • Figure 30: Recorded above-the-line, online display and direct mail total advertising expenditure on petcare, by media type, 2011-14
                                                                                        • Figure 31: Recorded above-the-line, online display and direct mail total advertising expenditure on petcare, by media type, 2013 and 2014
                                                                                      • A note on ad spend
                                                                                      • Launch Activity and Innovation

                                                                                        • Retail innovation
                                                                                          • Dogs take centre stage
                                                                                            • Beco-friendly retail
                                                                                              • Supermarkets prioritise petcare
                                                                                                • Helpful online store locator tool
                                                                                                  • Product innovation
                                                                                                    • Tracking devices reassure owners on their pet’s location
                                                                                                      • Tracking pets’ health and fitness
                                                                                                        • Figure 32: PitPat dog fitness tracking app
                                                                                                      • Pets left at home are no longer alone
                                                                                                        • Figure 33: PetChatz Greet & Treat Videophone
                                                                                                      • Giving cats the thrill of the chase
                                                                                                        • Spray-on plasters
                                                                                                          • Double-sided extra strong pet wipes
                                                                                                            • Bed refresher eliminates pet odours
                                                                                                              • Calming pet acoustics
                                                                                                                • Microchip cat flap
                                                                                                                • The Consumer – What You Need to Know

                                                                                                                  • Vibrant market with high levels of purchasing
                                                                                                                    • Toys top the list
                                                                                                                      • People treat pets as if they were human
                                                                                                                        • High use of online shopping
                                                                                                                          • Pets at Home is the most-used store
                                                                                                                            • Choice, competitive prices and convenient location
                                                                                                                              • High-tech pets
                                                                                                                              • Purchasing and Spending

                                                                                                                                  • Plenty of impulse buying
                                                                                                                                    • Time for bed
                                                                                                                                      • Encouraging more replacement of collars and leads
                                                                                                                                        • People buy gifts for their pets
                                                                                                                                          • Figure 34: Purchases of pet products, December 2012 and April 2015
                                                                                                                                          • Figure 35: Repertoire of purchases of petcare products, May 2015
                                                                                                                                      • What People Spent on Pet Products

                                                                                                                                          • Figure 36: Spend on pet products, April 2015
                                                                                                                                      • Where They Bought Pet Accessories – In-store or Online

                                                                                                                                          • Figure 37: Shopped in-store or online for pet accessories, any, April 2015
                                                                                                                                          • Figure 38: Repertoire of retailers used for petcare purchases, May 2015
                                                                                                                                        • Pets at Home tops the list of retailers used
                                                                                                                                          • Convenience counts
                                                                                                                                            • General retailers
                                                                                                                                              • Figure 39: Retailers used for pet accessories, any purchases, April 2015
                                                                                                                                            • Comparing in-store and online by retailer
                                                                                                                                              • Figure 40: Retailers used for pet accessories, in-store or online, April 2015
                                                                                                                                          • Factors Influencing Where They Shop

                                                                                                                                              • Figure 41: Factors that influence choice of retailer for pet accessories, April 2015
                                                                                                                                            • Interest in high tech products for pets
                                                                                                                                              • Getting pets moving
                                                                                                                                                • Monitoring lonely pets
                                                                                                                                                  • Leave pets watching telly
                                                                                                                                                    • High tech games have young and upscale appeal
                                                                                                                                                      • Remote feeding
                                                                                                                                                          • Figure 42: Interest in tech products for pets, April 2015
                                                                                                                                                      • Appendix – Data Sources and Abbreviations

                                                                                                                                                        • Data sources
                                                                                                                                                          • Market sizing and segment performance
                                                                                                                                                            • Fan chart forecast
                                                                                                                                                              • Abbreviations

                                                                                                                                                              Companies Covered

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

                                                                                                                                                              Petcare - UK - July 2015

                                                                                                                                                              US $2,583.33 (Excl.Tax)