2020
0
Ireland Pets Market Report 2020
2020-11-19T03:02:52+00:00
OX988138
1495
127743
[{"name":"Pets and Pet Food","url":"https:\/\/store.mintel.com\/industries\/household-home\/pets-pet-food"}]
Report
en_GB
“COVID-19 has seen Irish pet owners able to spend more time with their pets, with pets widely acknowledged as alleviating some of the isolation of lockdown during the crisis. This…

Ireland Pets Market Report 2020

£ 1,495 (Excl.Tax)

Report Summary

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Pets – Ireland market including the behaviours, preferences and habits of the consumer.

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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?

Covered in this report

COVID-19 has strengthened the bond many Irish consumers have with their pets, as more time spent at home has allowed them to spend more time with their pets. In turn, pets have also been cited as helping to alleviate some of the isolation that consumers have felt during the lockdown. This deeper relationship with pets will see the trend of pets being considered family accelerate, and in turn potentially see consumers more willing to splash out on their pets. Moving forward the economic impact of the COVID-19 lockdown may take its toll on spending on pets, and see affected consumers more likely to trade down to cheaper pet foods, or more basic types of pet insurance. However, with pets more likely to be treated as members of the family, long term opportunities for premium spending on pets is only likely to improve.

Expert analysis from a specialist in the field

Written by Brian O’Connor, a leading analyst in the Leisure sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

COVID-19 has seen Irish pet owners able to spend more time with their pets, with pets widely acknowledged as alleviating some of the isolation of lockdown during the crisis. This has likely only deepened the relationship that Irish consumers have with their pets and in turn could lead to more prolific spending on pets in the near future
Brian O’Connor
Senior Consumer Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • COVID-19: market context
    • Issues covered in this Report
  2. Executive Summary

    • The impact of COVID-19 on pets
      • Figure 1: Expected impact of COVID-19 on pets and pet food, short, medium and long term, 23 September 2020
    • The market
    • Pet food sales grow regardless of COVID-19
      • Figure 2: Estimated value sales for pet food (cat and dog food only), IoI, NI and RoI, 2015-25
    • Dogs most common pet, and lockdown increasing pet numbers
      • Figure 3: Types of pets that consumers currently own, NI and RoI, August 2020
    • Home isolation eased by pet companions
    • Unemployment a threat to pet ownership
    • The consumer
    • Toys most popular accessories
      • Figure 4: Types of pets that consumers currently own, NI and RoI, August 2020
    • Dry food usage eclipses wet food usage
      • Figure 5: Types of pet food that consumers typically buy for their cats and dogs, NI and RoI, August 2020
    • NI pets more likely to be insured
      • Figure 6: If consumers have pet insurance for any of their pets, NI and RoI, August 2020
      • Figure 7: Level of pet insurance cover, NI and RoI, August 2020
    • Pets are family to most owners
      • Figure 8: Agreement with statements relating to pets, NI and RoI, August 2020
    • Pets viewed as expensive
      • Figure 9: Agreement with statements relating to pets, NI and RoI, August 2020
    • What we think
  3. The Market – Key Takeaways

    • Pet food sales grow 2.5% in RoI and 2.1% in NI for 2019-20
    • Dogs most common pet, and lockdown increasing pet numbers
    • Home isolation eased by pet companions
    • Unemployment a threat to pet ownership
  4. Market Size and Forecast

    • Short-, medium- and long-term impact of COVID-19 on employment
      • Figure 10: Expected impact of COVID-19 on pets and pet food, short, medium and long term, 23 September 2020
    • Pet food sales continue to grow despite lockdown
      • Figure 11: Estimated value sales for pet food (cat and dog food only), IoI, NI and RoI, 2015-25
      • Figure 12: Consumers who agree with the statement ‘I am cutting back on non-essential spending’, IoI, May-October 2020
      • Figure 13: The impact consumers feel COVID-19 will have on selected factors, IoI, May-June 2020
    • Lockdown pet increase
    • Higher dog ownership makes it a more valuable segment
      • Figure 14: Estimated value sales for cat food and dog food, NI and RoI, 2015-20
  5. Market Drivers

    • Dogs most common pet type
      • Figure 15: Types of pets that consumers currently own, NI and RoI, August 2020
      • Figure 16: If consumers own a pet, NI and RoI, 2017 and 2020
      • Figure 17: Consumers who own any type of pet, by gender and age group, NI and RoI, August 2020
    • Number of cats and dogs in Ireland have increased
      • Figure 18: Number of cats and dogs in RoI households, 2016-19
    • Pet owners more likely to stay at home
      • Figure 19: Where consumers worked before and during COVID-19, NI and RoI, August 2020
    • Increases in unemployment may cause more consumers to surrender pets
      • Figure 20: COVID-19 adjusted unemployment rate (%), RoI, Jan-16 to Sept-20
      • Figure 21: Unemployment claimant count (%), NI, Jan-16 to July-20
      • Figure 22: How consumers rate their financial situation since the beginning of the COVID-19 outbreak, IoI, May 2020
    • Fear regarding COVID-19 remains high
      • Figure 23: How worried consumers are about the risk of being exposed to COVID-19, IoI, March-September 2020
  6. Innovations and Companies – Key Takeaways

    • Companies in the pet industry utilising social media during COVID-19
    • No additives/preservatives claim grows by 1.9% over five years
    • Branded products are more popular than private label
  7. Who’s Innovating?

    • Dog snacks & treats is growing more than other pet categories
      • Figure 24: New product launches in pet market, by category, UK and Ireland, 2015-20*
    • Top claims within pet products
      • Figure 25: Top five claims within new launches in pet market, by claims, UK and Ireland, 2015-20*
    • Which is more popular: private label or branded?
      • Figure 26: Branded and private label product launches, UK and Ireland, 2015-20*
      • Figure 27: Top 10 companies launching products, UK and Ireland, 2015-20*
    • Humanising pet products
  8. Company Profiles

    • Asda
    • Key facts
    • Product portfolio
    • Brand NPD
    • Gary’s Pet World
    • Key facts
    • Product portfolio
    • Recent developments
    • Jollyes (NI only)
    • Key facts
    • Product portfolio
    • Recent developments
    • Mars Ireland
    • Key facts
    • Product portfolio
    • Brand NPD
    • Recent developments
    • Maxi Zoo (RoI only)
    • Key facts
    • Product portfolio
    • Recent developments
    • Nestlé Purina PetCare (Ireland)
    • Key facts
    • Product portfolio
    • Brand NPD
    • Recent developments
    • Petstop (RoI only)
    • Key facts
    • Product portfolio
    • Recent developments
    • Petmania (RoI only)
    • Key facts
    • Product portfolio
    • Recent developments
    • Pets at Home (NI only)
    • Key facts
    • Product portfolio
    • Brand NPD
    • Recent developments
    • The Pet Hut
    • Key facts
    • Product portfolio
    • Tesco
    • Key facts
    • Product portfolio
    • Brand NPD
    • Recent developments
  9. The Consumer – Key Takeaways

    • Toys most popular accessories
    • Dry food usage eclipses wet food usage
    • NI pets more likely to be insured
    • Pets are family to most owners
    • Pets viewed as expensive
  10. Pet Accessories

    • Over half have bought pet toys
      • Figure 28: Types of pets that consumers currently own, NI and RoI, August 2020
    • Women and the young more likely to buy their pets toys
      • Figure 29: Consumers who have bought pet toys in the last 12 months, NI and RoI, August 2020
    • Christmas stockings bought by a fifth of pet owners
      • Figure 30: Consumers who have bought Christmas stockings in the last 12 months, by gender and social class, NI and RoI, August 2020
  11. Dog and Cat Food

    • Dry food – the most commonly used
      • Figure 31: Types of pet food that consumers typically buy for their cats and dogs, NI and RoI, August 2020
    • Functional claims help to drive dry food usage
      • Figure 32: Dry pet food products with functional claims, UK and Ireland, 2015-20
    • Dog owners more likely to buy treats for their pets
      • Figure 33: Consumers who bought snacks/treats for their dog and/or cat, NI and RoI, August 2020
  12. Pet Insurance

    • NI consumers more likely to have pet insurance
      • Figure 34: If consumers have pet insurance for any of their pets, NI and RoI, August 2020
    • Insurance owners more likely to opt for high-level cover
      • Figure 35: Level of pet insurance cover, NI and RoI, August 2020
    • Strong desire for insurers to be experts
      • Figure 36: Agreement with statements relating to pet insurance, NI and RoI, August 2020
  13. Pet Behaviours

    • Majority of pet owners see pets as one of the family
      • Figure 37: Agreement with statements relating to pets, NI and RoI, August 2020
    • Pets as family can create opportunities
    • Pet/owner relationship likely strengthened by COVID-19
      • Figure 38: Agreement with the statement ‘I feel that having a pet has helped reduce feelings of isolation during the COVID-19/coronavirus outbreak’ by age and gender, NI and RoI, August 2020
    • Strong demand for more information on a raw diet
      • Figure 39: Agreement with the statement ‘I would like more information on a raw diet for my pet’, by gender, NI and RoI, August 2020
  14. Attitudes towards Pets

    • Seven in ten see pets as expensive
      • Figure 40: Agreement with statements relating to pets, NI and RoI, August 2020
    • Expense an issue for NI 16-34 year olds
      • Figure 41: Agreement with the statement ‘Looking after a pet can be very expensive’, by age group, NI and RoI, August 2020
    • Greater need for guidance of healthy pet diets
      • Figure 42: Agreement with the statement ‘There should be more guidance on what a healthy amount of food is to give to a pet’, by socio-economic group, NI and RoI, August 2020
    • Two thirds want sustainable pet food
      • Figure 43: Agreement with the statement ‘Pet food made using sustainable ingredients would be appealing (eg by-products from other food production)’, by age group, NI and RoI, August 2020
      • Figure 44: Ethical causes consumers consider before buying food and drink, NI and RoI, August 2020
  15. Appendix – Data Sources, Abbreviations and Supporting Information

    • Data sources
    • Generational cohort definitions
    • Abbreviations

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