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Description

Description

Covered in this report

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.

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, Germany

EXECUTIVE SUMMARY

  • Market context
  • Mintel predicts
  • What consumers want, and why
  • Opportunities
  • The competitive landscape

MARKET DRIVERS

WHAT CONSUMERS WANT, AND WHY

  • Types of pet food bought and benefits sought
  • Attitudes towards pet health and their diets
  • Attitudes towards ingredient sourcing and traceability
  • Interest in new pet food concepts

LAUNCH ACTIVITY AND INNOVATION

MARKET SHARE

  • Germany: company retail market share of pet food by volume, 2017-18
  • Germany: company retail market share of pet food by value, 2017-18

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

  • 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

What's included

What's included

Table of contents

Table of contents

  1. Executive summary

    • Market context
    • Mintel predicts
    • What consumers want, and why
    • Opportunities
    • The competitive landscape
    • [Graph] Germany: value and volume shares of pet food sales by company, 2018
  2. market drivers

    • [Graph] Germany: type of pet owned, July 2019
  3. 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
  4. 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
  5. Market share

    • 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
  6. 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
  7. Appendix

    • 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:

  • The Consumer

    What they want. Why they want it.

  • The Competitors

    Who’s winning. How to stay ahead.

  • The Market

    Size, segments, shares and forecasts: How it all adds up.

  • The Innovations

    New ideas. New products. New potential.

  • The Opportunities

    Where the white space is. How to make it yours.

  • The Trends

    What’s shaping demand – today and tomorrow.

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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