Everything you need to make the right decisions
Providing the most comprehensive and up-to-date information and analysis of the Pet Food market, and the behaviours, preferences and habits of the consumer.
Mintel has the answers you’re looking for
What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
Key points included
- Humanisation of pets drives NPD
- Transparency and 'clean label' drive purchase
- Innovation must look to sustainability
Rising obesity is a result of owners incorrectly feeding their pets and over-indulging them with treats, leading to health issues and shortened lifespan. In Germany, as many as 52% of dogs and cats are overweight, although in many cases, owners fail to recognise that their pets have a weight problem.
Similar to human foods, there is a rising trend for pet food brands to follow sugar reduction strategies with fast-growing innovation, particularly in versions with no added sugar. Low-sugar and low-fat products will have greater appeal to pet owners compared to products with an overt slimming positioning, while featuring calorie counts on pack will help pet owners to know which are the healthiest and least calorific treats to buy. Older pet owners and women are most in need of advice about how to include treats within a healthy diet for their pets.
Expert analysis from a specialist in the field
Written by Heidi Lanschützer, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Pet food brands have innovation opportunities in natural, clean label, single-protein and ancestral diet recipes as well as functional benefits for older pets. Heidi Lanschützer
Food & Drink Analyst
Table of contents
Table of contents
- Market context
- Mintel predicts
- What consumers want, and why
- The competitive landscape
- [Graph] Germany: value and volume shares of pet food sales by company, 2018
- [Graph] Germany: type of pet owned, July 2019
What consumers want, and why
- Types of pet food bought and benefits sought
- [Graph] Germany: consumers who buy treats for their pet, July 2019
- [Graph] Germany: types of food bought for cats and dogs, July 2019
- [Graph] Germany: benefits sought when buying pet food, July 2019
- [Graph] Select European markets: "It is important to check pet food labelling to ensure there are no hidden ingredients", 2017
- [Graph] Germany: concern about personal factors, men vs women, 2019
- Attitudes towards pet health and their diets
- [Graph] Germany: agreement with statements related to holistic wellbeing, July 2019
- [Graph] Germany: attitudes towards certain pet food ingredients, July 2019
- [Graph] Germany: pet owners who consider their pet a "foodie", July 2019
- [Graph] Germany: leading flavour components in pet food NPD, Oct 2015-Sep 2016 vs Oct 2018-Sep 2019
- Attitudes towards ingredient sourcing and traceability
- [Graph] Germany: attitudes towards ingredients and provenance, July 2019
- [Graph] Germany: consumers who try to buy pet food from environmentally friendly companies, July 2019
- Interest in new pet food concepts
- [Graph] Germany: interest in pet foods with wellness ingredients, July 2019
- [Graph] Germany: interest in personalised pet nutrition, July 2019
- [Graph] Germany: interest in having freshly made pet food delivered to home, July 2019
Launch activity and innovation
- [Graph] Germany: pet food NPD by cat vs dog, Oct 2015-Sep 2019
- [Graph] Germany: pet food NPD by sub-category, Oct 2015-Sep 2019
- [Graph] Germany vs Europe: top 10 claim categories for pet food, Oct 2018-Sep 2019
- [Graph] Germany vs Europe: pet food NPD with no added sugar claim, Oct 2015-Sep 2019
- [Graph] Germany: pet food NPD by leading functional claims, Oct 2018-Sep 2019
- [Graph] Germany vs Europe: leading natural claims for pet food NPD, Oct 2018-Sep 2019
- [Graph] Germany: pet food NPD featuring selected ingredients*, Oct 2018-Sep 2019
- [Graph] Germany vs Europe: leading ethical & environmental claims for pet food NPD, Oct 2018-Sep 2019
- Germany: company retail market share of pet food by volume, 2017-18
- Germany: company retail market share of pet food by value, 2017-18
- [Graph] Germany: NPD share by brand and private labels, 12 months to Sept 2019
market segmentation, size and forecast
- Germany: pet food retail sales by segment, cat vs dog, 2016-18
- Germany: cat food retail sales by segment, wet vs dry, 2016-18
- Germany: dog food retail sales by segment, wet vs dry, 2016-18
- Appendix – Products covered, abbreviations and consumer research methodology
- Appendix – Market size and forecast
- Germany: retail value sales of pet food, 2014-24
- Germany: retail volume sales of pet food, 2014-24
- Germany: retail value sales of pet food, best- and worst-case forecast, 2019-24
- Germany: retail volume sales of pet food, best- and worst-case forecast, 2019-24
This report will give you a complete 360-degree view of your market. Rooted in robust proprietary and high-quality third-party data, our local experts then put that data into context and you’ll understand:
What they want. Why they want it.
Who’s winning. How to stay ahead.
Size, segments, shares and forecasts: How it all adds up.
New ideas. New products. New potential.
Where the white space is. How to make it yours.
What’s shaping demand – today and tomorrow.