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Pet Food & Pet Care Retailing - UK - August 2018

“The pet food and pet care industry is growing well, underpinned by stable pet ownership and an increasing desire to treat pets with premium food, products and services as pets become a more integral part of the family. With the rise of services there is an opportunity for both specialist and non-specialist retailers to capitalise on this with in-store services. Looking ahead we can expect to see this trend continue with pet owners wanting more experiences, services and aesthetically pleasing products and food which pet owners believe will make their pet happy.”
– Jacob Holder, Associate Retail Analyst

The report looks at the following areas:

  • Premiumisation of pet products and pet food
  • The growth of services 
  • Event offerings for pets

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
        • Definition of the Report
          • Pet food
            • Pet care
              • Services
              • Executive Summary

                  • The market
                    • Pet food set to grow 13.9% by 2023
                      • Figure 1: Total UK retail value sales of cat and dog food (incl VAT), 2013-23
                    • Pet care to grow 24.8% by 2023
                      • Figure 2: Consumer spending on pet care products and services, 2013-23
                    • Pet ownership remains stable
                      • Figure 3: Pet ownership, May 2014-May 2018
                    • Companies and brands
                      • Supermarkets look to make the most of their pet food offering
                        • Adspend rises by 2.3%
                          • Figure 4: Total above-the-line, online display and direct mail advertising expenditure on pet food and pet care, 2014-18
                        • The consumer
                          • Pet toys are the most popular pet care product bought
                            • Figure 5: Types of pet care products bought, May 2018
                          • Health check-ups most paid-for service
                            • Figure 6: Types of pet care services paid for, May 2018
                          • Pets At Home is the most popular retailer for pet care products
                            • Figure 7: Where pet care products were bought in the last 12 months, May 2018
                          • Vets are the most popular pet care service provider
                            • Figure 8: Where pet services were paid for in the last 12 months, May 2018
                          • Supermarkets dominate pet food
                            • Figure 9: Where pet food is typically bought, May 2018
                          • Ordering pet food online seen as more convenient than in-store
                            • Figure 10: Pet food attitudes, May 2018
                          • Eco-friendly and self-moving toys present an opportunity for retailers
                            • Figure 11: Interest in pet products, May 2018
                          • Pet health check-up most desired service
                            • Figure 12: Interest in pet care services, May 2018
                          • Pet owners feel confident in taking care of their pet
                            • Figure 13: Pet retailer and pet behaviours, May 2018
                          • What we think
                          • Issues and Insights

                            • Premiumisation of pet products and pet food
                              • The facts
                                • The implications
                                  • The growth of services
                                    • The facts
                                      • The implications
                                        • Event offerings for pets
                                          • The facts
                                            • The implications
                                            • The Market – What You Need to Know

                                              • Pet food performs well
                                                • Pet care products growing well
                                                  • Pet care services increase
                                                    • Pet ownership remains stable
                                                    • Market Size and Forecast

                                                      • Food sales see strong growth
                                                          • Figure 14: Total UK retail value sales of cat and dog food, 2013-23
                                                        • Pet care products and services rise
                                                          • Figure 15: Consumer spending on pet care products and services, 2013-23
                                                        • Pet care products benefit from new product releases
                                                          • Figure 16: Consumer spending on pet care products, 2013-23
                                                        • Pet care services to rise by a third
                                                          • Figure 17: Consumer spending on pet care services*, 2013-23
                                                        • Forecast methodology
                                                        • Market Drivers

                                                          • Price of pet products and services starts to rise
                                                            • Figure 18: Annual percentage change in the price of pets, related products and services and overall inflation, Jul 2017-Mar 2018
                                                          • Average weekly expenditure rises
                                                            • Figure 19: Average weekly expenditure of pets and pet food, 2015-17
                                                            • Figure 20: Total weekly expenditure of pets and pet foods, 2015-17
                                                          • Majority of consumers own a pet
                                                            • Figure 21: Pet ownership, May 2014-May 2018
                                                          • People are working fewer hours
                                                            • Figure 22: Seasonally adjusted average actual weekly hours of work, Jan 2000-Mar 2018
                                                        • Companies and Brands – What You Need to Know

                                                          • Amazon entering the pet market
                                                            • Pet services present a major opportunity
                                                              • Supermarkets strengthen their pet food offering
                                                                • Premiumisation of pet products
                                                                  • Advertising spend rises by 2.3%
                                                                    • Nestlé has the highest ad expenditure
                                                                    • Competitive Strategies

                                                                      • Amazon enters the pet food market and ramps up for expansion
                                                                        • Pet services present a major opportunity for retailers
                                                                          • Pet food manufacturers acquire new businesses in growing markets
                                                                            • Mars Petcare to buy European vet business AniCura
                                                                              • Nestlé buys tails.com, a British tailor-made dog food company
                                                                                • Supermarkets look to make the most of their strong pet food position
                                                                                  • Sainsbury’s
                                                                                    • Tesco
                                                                                      • Waitrose
                                                                                        • Asda
                                                                                        • Launch Activity and Innovation

                                                                                          • New product releases
                                                                                            • IKEA launches pet furniture range
                                                                                              • Figure 23: IKEA LURVIG range
                                                                                            • Aldi releases range of Christmas dog jumpers
                                                                                              • Figure 24: Aldi Christmas Jumper range, December 2017
                                                                                            • Pooch Power Shovel
                                                                                              • Smart dog collar records location, takes photos and tracks pet
                                                                                                • Figure 25: Link AKC collar
                                                                                              • Barbour launches loyalty scheme for dogs and owners
                                                                                                • Dog hiking boots
                                                                                                  • Pet-friendly events
                                                                                                    • Pawkier pop-up dog wear shop
                                                                                                      • Pet Pavilion opens pop-up bar with beverages for dogs
                                                                                                        • by Chloe has dog food on regular menu
                                                                                                          • Smith & Whistle creates dog-friendly cocktail menu for National Pets Month
                                                                                                            • New service offerings
                                                                                                              • PawSquad offers on-demand vet service
                                                                                                                • On-demand cat sitting
                                                                                                                  • Online offerings
                                                                                                                    • Amazon launches own-brand pet food brand Wag
                                                                                                                      • Perfect Fit launches pet care chatbot
                                                                                                                        • Premiumisation
                                                                                                                          • Love My Human opens first ever store
                                                                                                                            • Luxury pet beds
                                                                                                                            • Advertising and Marketing Activity

                                                                                                                              • Advertising spending dropped since 2015
                                                                                                                                • Figure 26: Total above-the-line, online display and direct mail advertising expenditure on pet food and pet care, 2014-18
                                                                                                                              • Nestlé is the leading advertising spender
                                                                                                                                • Figure 27: Total above-the-line, online display and direct mail advertising expenditure on pet food and pet care, by leading advertiser, 2017
                                                                                                                                • Figure 28: Total above-the-line, online display and direct mail advertising expenditure on pet food and pet care, by leading advertiser, 2014-18
                                                                                                                              • Television dominates advertising expenditure
                                                                                                                                • Figure 29: Total above-the-line, online display and direct mail advertising expenditure on pet food and pet care, by media type, 2017
                                                                                                                                • Figure 30: Total above-the-line, online display and direct mail advertising expenditure on pet food and pet care, by leading advertiser and media type, 2017
                                                                                                                              • Campaign highlights
                                                                                                                                • Peter Rabbit and Pets At Home do joint advert
                                                                                                                                  • Amazon Echo pet food ordering
                                                                                                                                    • Argos ‘petscercise’ exercise classes
                                                                                                                                      • Nielsen Ad Intel coverage
                                                                                                                                      • The Consumer – What You Need to Know

                                                                                                                                        • Majority of pet owners buy pet care products
                                                                                                                                          • Pets At Home popular destination for pet care products
                                                                                                                                            • Supermarkets most popular place to buy pet food
                                                                                                                                              • Amazon is the most popular online retailer for any pet product
                                                                                                                                                • Brand of pet food unimportant for most pet owners
                                                                                                                                                  • Interest in eco-friendly pet care products
                                                                                                                                                    • Pet health check-ups are the most popular service
                                                                                                                                                      • Pet owners confident in ability to take care of pet
                                                                                                                                                      • What Pet Care Products and Services are Bought

                                                                                                                                                        • Pet owners more likely to buy products than services
                                                                                                                                                          • Figure 31: Types of pet care products bought and pet care services paid for, NET, May 2018
                                                                                                                                                        • Pet toys are the most popular product bought
                                                                                                                                                          • Figure 32: Types of pet care products bought, May 2018
                                                                                                                                                        • Pet products repertoire
                                                                                                                                                          • Figure 33: Repertoire of pet care products bought, May 2018
                                                                                                                                                        • Pet clothes more popular with young people
                                                                                                                                                          • Figure 34: Interest in pet clothes, by age, May 2018
                                                                                                                                                        • Health check-ups most paid-for service
                                                                                                                                                          • Figure 35: Types of pet care services paid for, May 2018
                                                                                                                                                        • Pet care services repertoire
                                                                                                                                                          • Figure 36: Repertoire of pet care services paid for, May 2018
                                                                                                                                                        • Disparity between dog and cat owners
                                                                                                                                                          • Figure 37: Types of pet care products bought and pet care services paid for, by pet ownership, May 2018
                                                                                                                                                      • Where Pet Care Products and Services are Bought

                                                                                                                                                        • Pets At Home is the most popular retailer for pet care products
                                                                                                                                                          • Figure 38: Where pet care products were bought in the last 12 months, May 2018
                                                                                                                                                        • Pet care products retailer repertoire
                                                                                                                                                          • Figure 39: Repertoire of where pet care products were bought in the last 12 months, May 2018
                                                                                                                                                        • In-store is the most popular way to get pet care products
                                                                                                                                                          • Figure 40: How pet care products were bought in the last 12 months, NET, May 2018
                                                                                                                                                        • Amazon is by far the leading online pet care product retailer
                                                                                                                                                          • Figure 41: Where pet care products were bought from online in the last 12 months, May 2018
                                                                                                                                                        • Vets dominate pet service providers
                                                                                                                                                          • Figure 42: Where pet services were paid for in the last 12 months, May 2018
                                                                                                                                                      • Where Pet Food is Bought

                                                                                                                                                        • Supermarkets most popular place to buy pet food
                                                                                                                                                          • Figure 43: Where pet food is typically bought, May 2018
                                                                                                                                                        • Pet food retailer repertoire
                                                                                                                                                          • Figure 44: Repertoire of where pet food is typically bought, May 2018
                                                                                                                                                        • Pet food typically bought in-store
                                                                                                                                                          • Figure 45: How pet food is typically bought, May 2018
                                                                                                                                                        • Most pet owners just stick to one way of buying
                                                                                                                                                          • Figure 46: Repertoire of how pet food is typically bought, May 2018
                                                                                                                                                        • Amazon is one of the most popular online retailers for pet food
                                                                                                                                                          • Figure 47: Where pet food is typically bought online, May 2018
                                                                                                                                                      • Attitudes towards Pet Food

                                                                                                                                                        • Brand not as important for pet owners
                                                                                                                                                          • Pet food made in-store is an opportunity for retailers
                                                                                                                                                            • Figure 48: Pet food attitudes, May 2018
                                                                                                                                                          • Human-style pet food is an opportunity for food brands
                                                                                                                                                            • Figure 49: Pet food attitudes, by age, May 2018
                                                                                                                                                          • Young people see online retail as convenient
                                                                                                                                                            • Figure 50: Pet food attitudes, by age, May 2018
                                                                                                                                                        • Interest in Pet Care Products

                                                                                                                                                          • Eco-friendly toys ranked highly
                                                                                                                                                            • Self-moving toys also wanted by pet owners
                                                                                                                                                              • Young people interested in designer/luxury products
                                                                                                                                                                • Reflective products wanted by dog owners
                                                                                                                                                                  • Figure 51: Interest in pet products, May 2018
                                                                                                                                                                • Young Millennials the most interested in pet innovations
                                                                                                                                                                  • Figure 52: Interest in pet products, by generation, May 2018
                                                                                                                                                              • Interest in Pet Care Services

                                                                                                                                                                • Pet health check-up at the top of the list
                                                                                                                                                                  • Grooming service demand presents an opportunity
                                                                                                                                                                    • Figure 53: Interest in pet services, May 2018
                                                                                                                                                                  • Dog owners more interested in paying for pet services
                                                                                                                                                                    • Figure 54: Interest in pet services, by pet ownership, May 2018
                                                                                                                                                                • Behaviours towards Pet Care Products and Services

                                                                                                                                                                  • Online retailers have a good range
                                                                                                                                                                    • Consumers prioritise their pet spending more than personal spending
                                                                                                                                                                      • Shop assistants can drive sales with advice and knowledge
                                                                                                                                                                        • Absence of matching pet accessories for menswear is a big opportunity
                                                                                                                                                                          • Figure 55: Pet retailer and pet behaviours, May 2018
                                                                                                                                                                        • Older consumers more confident in ensuring that their pet is healthy
                                                                                                                                                                          • Figure 56: Pet retailer and pet behaviours, by age, May 2018
                                                                                                                                                                        • Young Millennials more likely to spend more on pets than Baby Boomers
                                                                                                                                                                          • Figure 57: Pet retailer and pet behaviours, by generation, May 2018
                                                                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                                                                              • Forecast methodology
                                                                                                                                                                                • Forecasts by segment
                                                                                                                                                                                  • Figure 58: Total UK retail value and volume sales of cat and dog food, 2018-23
                                                                                                                                                                                  • Figure 59: Consumer spending on pet care products and services, 2018-23
                                                                                                                                                                                  • Figure 60: Consumer spending on pet care products, 2018-23
                                                                                                                                                                                  • Figure 61: Consumer spending on pet care services, 2018-23

                                                                                                                                                                              Pet Food & Pet Care Retailing - UK - August 2018

                                                                                                                                                                              US $2,693.85 (Excl.Tax)