2021
9
UK Pet Food Market Report 2021
2021-11-12T03:15:42+00:00
OX1049453
2195
145200
[{"name":"Pets and Pet Food","url":"https:\/\/store.mintel.com\/industries\/household-home\/pets-pet-food"}]
Report
en_GB
“Cat and dog food’s sales growth was accelerated by the COVID-19 outbreak thanks to rapid growth of the cat and dog population, the premiumisation trend and growth of treats and…

UK Pet Food Market Report 2021

£ 2,195 (Excl.Tax)

Description

The UK Pet Food report identifies consumer attitudes towards product launch activity, buying behaviour, and pets’ holistic wellbeing in the UK. This market report covers the market size, market forecast, market segmentation and trends for the Pet Food Industry in the UK. 

Current Market Landscape

Cat and dog pet food sales have experienced continuous growth over the last five years, with the COVID-19 outbreak fuelling the rapid growth of the UK cat and dog population. This increase in pet ownership has also helped to boost the pet food industry premiumisation trend, as well as the growth of treats and snacks.

  • 60% of pet food buyers say they would feel guilty putting their pet on a diet to lose weight.
  • There was a 2.5% volume growth in the cat and dog food market to 1.1 billion kg, breaking through the £3 billion mark in 2021.
  • 27% of pet owners either make food for their pet or give them leftovers in 2021, representing an annual rise of 9 percentage points.

Two fifths of dog and cat pet food buyers think their pet would benefit from losing some weight, signalling a widespread recognition of the pet obesity problem. However, guilt from pet owners over putting their pets on diets also signals a major barrier in tackling this health issue.

Future Market Trends in Pet Food

The long term shift towards more remote working will continue to support the viability of pet ownership and demand for pet snacks and treats. The interest in more guidance on making homemade pet food among those not currently doing so suggests potential for the upward trend to continue. While this trend poses competition for pet food companies, embracing it offers further opportunities for brands to innovate and build meaningful engagement with pet owners.

As with humans, there is a widespread recognition of the relationship between diet and mood in pets, suggesting that anxiety in pets is a real area of concern for many owners. Pet food with calming ingredients sparks interest among half of pet food buys, indicating much more can be done to further mine the importance of emotional wellbeing in the pet food market, through mood-focused marketing messages or ingredients with links to emotional benefits.

Read on to discover more details or take a look at all of our UK Pets market research.

Quickly understand

  • The impact of COVID-19 on the pet food market
  • Product launch activity trends and opportunities for 2021
  • Pet food feeding and buying behaviour
  • Opportunities for 2021 in supporting pets’ holistic wellbeing.

Covered in this report

Brands: Mars Petcare (Pedigree, Cesar, Chappie, Whiskas, Sheba, Perfect Fit, Misfits, Dreamies), Butcher’s Pet Care, Inspired Pet Nutrition (Harringtons, Wagg), Nestlé (Bakers, Winalot, Felix, Gourmet, Purina, Go Cat, Bonio, Dentalife), Naturo, Spectrum Brands (Iams), MPM Products (Encore), Armitage Pet Care (Good Boy), Pets Choice (Webbox).

Expert analysis from a specialist in the field

This report, written by Emma Clifford, a leading analyst in the Pet sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Cat and dog food’s sales growth was accelerated by the COVID-19 outbreak thanks to rapid growth of the cat and dog population, the premiumisation trend and growth of treats and snacks. The various aspect of pets’ holistic wellbeing pose the biggest opportunities and threats for the market, from helping owners to tackle the pet obesity crisis to tapping interest in gut health and supporting pets’ emotional wellbeing.
Emma Clifford
Associate Category Director

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: Market context
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Impact of COVID-19 on the cat and dog food market
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on cat and dog food, 2021
    • The market
    • COVID-19 fuels rapid growth in sales of cat and dog food
      • Figure 2: Market size and COVID-19 scenario forecast for the UK cat and dog food market, by value, 2016-26
    • Modest volume growth ahead, rising prices and premiumisation drive value
    • A small sales difference between Mintel’s rapid COVID recovery and extended COVID disruption scenarios in 2022
    • Companies and brands
    • Butcher’s and Harringtons continue to close the gap on Pedigree
      • Figure 3: Leading brands’ sales in the UK retail wet and dry dog food market, by value, 2018/19 -2020/21
    • Mixed performances in cat food
      • Figure 4: Leading brands’ sales in the UK retail wet and dry cat food market, by value, 2018/19 -2020/21
    • Activity in seasonal/other celebrations products ramps up
    • NPD drives improvement in sustainability
    • Adspend on pet food jumps by a third in 2020
    • The consumer
    • A rise in feeding pets with homemade pet food/leftovers
      • Figure 5: Feeding pets shop-bought and homemade food, 2020 and 2021
    • Half of pet food buyers typically purchase online
      • Figure 6: Channels for purchasing pet food, 2021
    • All-British ingredients and gut health offer powerful selling points
      • Figure 7: Interest in pet food/drink concepts, 2021
    • Supporting pet owners to make their own pet food and tackle pet obesity will resonate
      • Figure 8: Behaviours relating to pet food, 2021
    • Interest in ‘mood foods’ extends to pets, strong potential for plant-based
      • Figure 9: Attitudes towards pet food, 2021
  3. Issues and Insights

    • COVID-19 drives a rise in pet ownership, bringing in more Millennials
    • Plenty of opportunities around plant-based dog food
    • A need to assuage owners’ guilt over weight management for pets
    • Interest in ‘mood foods’ extends to pets
  4. Market Size and Performance

    • Impact of COVID-19 on the cat and dog food market
      • Figure 10: Short-, medium- and long-term impact of COVID-19 on cat and dog food, 2021
    • Cat and dog food sales accelerate in 2020 and 2021
      • Figure 11: Retail value and volume sales of cat and dog food, 2016-21
  5. Market Forecast

    • Volume growth to return to pre-pandemic levels
      • Figure 12: Retail value and volume sales of cat and dog food, 2016-26
    • Value sales to increase by 17% over the next five years
      • Figure 13: Market forecast for the UK cat and dog food market, by value, 2021-26
      • Figure 14: Market forecast for the UK cat and dog food market, by volume, 2021-26
      • Figure 15: Key drivers affecting Mintel’s market forecast, 2015-25
    • Forecast methodology
  6. COVID-19 Scenario Performance

    • Mintel’s approach to predicting the impact of COVID-19
    • Fundamental differences in how COVID-19 is affecting consumer markets
    • The risk of vaccine-resistant strains of COVID-19 adds uncertainty
      • Figure 16: COVID-19 scenario forecast for the UK cat and dog food market, by value, 2016-26
      • Figure 17: COVID-19 scenario forecast for the UK cat and dog food market, by volume, 2016-26
    • A small sales difference between Mintel’s rapid COVID recovery and extended COVID disruption scenarios in 2022
    • A setback to the vaccination programme could extend social distancing into 2022
    • Mintel’s rapid recovery scenario indicates a return to pre-COVID sales by the end of 2022
    • COVID-19 market disruption: risks and outcomes
      • Figure 18: Summary of Mintel scenario expectations and the impact on the cat and dog food market, 2021
  7. Market Segmentation

    • Snacks and treats are the biggest winners
    • Wet pet food extends its dominance of the market
      • Figure 19: UK retail value and volume sales of cat and dog food, by type, 2019-21
      • Figure 20: UK retail value and volume sales of dog food, by type, 2019-21
      • Figure 21: UK retail value and volume sales of cat food, by type, 2019-21
  8. Market Drivers

    • Pet ownership gets a lockdown boost
      • Figure 22: Pet ownership, 2020-21
    • 12% of pet owners acquired pets during the pandemic
      • Figure 23: Acquisition of new pets since the COVID-19 outbreak, 2021
    • Pet ownership looks set to continue to rise
    • Young pet owners will propel ‘foodie’ trends in pet food
    • High-profile pet food recalls will damage trust
    • Concerns over raw pet food spreading antibiotic-resistant bacteria
    • Pet obesity is a sizeable – and growing – issue
    • The pet food market benefits from owners’ no-compromise mentality
  9. Market Share

    • Butcher’s and Harringtons continue to close the gap on Pedigree
    • Naturo is the star performer in dog food
      • Figure 24: Leading brands’ sales in the UK retail wet and dry dog food market, by value and volume, 2018/19 -2020/21
    • Very mixed performances in cat food
    • Felix rebounds in 2020/21
    • NPD helps drive growth for Sheba and Purina
      • Figure 25: Leading brands’ sales in the UK retail wet and dry cat food market, by value and volume, 2018/19 -2020/21
    • Good Boy challenges Pedigree for leadership of dog treats
      • Figure 26: Leading brands’ sales in the UK retail dog snacks and treats market, by value and volume, 2018/19 -2020/21
    • All top brands see strong growth in cat snacks and treats
      • Figure 27: Leading brands’ sales in the UK retail cat snacks and treats market, by value and volume, 2018/19 -2020/21
  10. Launch Activity and Innovation

    • Activity in seasonal/other celebrations products ramps up
    • Pets at Home goes big on fun Christmas treats
      • Figure 28: Pets At Home Share The Magic festive lauches, 2020
      • Figure 29: Festive pet food lauches, 2020
    • Companies target celebrations other than Christmas
    • Brands look to build differentiation within the functional space
    • Pooch & Mutt targets dogs’ physical and mental health with probiotic treats …
      • Figure 30: Pooch & Mutt Probiotic Meaty Treats, 2021
    • … and focuses on ‘beauty from within’ with new launch
    • Tails.com introduces new premium wet food range
    • Superfoods continue to attract attention
    • Hownd launches porridge with “superfood goodness”
    • Brands continue to focus on premium credentials and experiences
    • Lily’s Kitchen launches new cat foods
    • Royal Canin aims to stimulate cats’ senses with new range
    • Mars brings the concept of insect-based pet food to the mainstream
    • NPD drives improvement in sustainable packaging
    • IPN claims carbon negative status
      • Figure 31: Share of pet food launches carrying selected ethical claims, 2017-21
    • Ethical brands Scrumbles and Denzel’s expand ranges with plant-based options
      • Figure 32: Scrumbles Softies and Denzel’s Bites plant-based dog snacks, 2021
    • Edgard Cooper and Bella & Duke move to new packaging
    • Packaging revamp for eco brand Beco
      • Figure 33: New packaging for Edgard Cooper and Beco, 2021
    • Pets at Home trials new recycling initiative
    • Brands support charity causes
    • Dreamies supports Pride and the LGBT Foundation with limited edition packaging
      • Figure 34: Dreamies limited edition packaging for Pride Month, 2021
    • PG Tips and Woof&Brew team up to launch tea for dogs
    • Jude’s unveils ice cream for dogs
  11. Advertising and Marketing Activity

    • Adspend on pet food jumps by a third in 2020
      • Figure 35: Total above-the line, online display and direct mail advertising expenditure on pet food, 2019-21
    • Brands promote ethical causes
    • Mars Petcare helps to tackle pet homelessness with ‘Adoption Mission’ campaign
    • Harringtons launches Miles and Meal charity challenge
    • Sheba supports coral reef restoration
    • Whiskas’ ‘Purr more’ campaign centres on emotional wellbeing for cats
    • Felix evolves its #uptomischief campaign for the pandemic era
    • Good Boy launches debut TV advert
    • Tails.com releases new TV ad and runs Bark Run event
    • Naturo’s campaign focuses on the bond between pets and their owners …
    • … and offers counselling for pets and owners
    • Brands take on supportive role for pet owners
    • Pets at Home launches The Pet Care Show
    • Natures Menu launches podcast
    • Harringtons creates online Puppy Club
    • Photo-sharing competitions for pets set to resonate widely
    • Aldi seeks out the nation’s most expressive pet
    • Pooch & Mutt launches Pooch Top Model competition
    • Nielsen Ad Intel coverage
  12. Pet Feeding Behaviours

    • A rise in feeding pets with homemade pet food/leftovers
      • Figure 36: Feeding pets shop-bought and homemade food, 2020 and 2021
    • Shop-bought pet food remains the go-to option
      • Figure 37: Feeding pets shop-bought and homemade food, by type of pet, 2020 and 2021
    • Pet supplements show low usage
      • Figure 38: Types of cat and dog food bought, 2021
  13. Where Pet Food is Purchased

    • Half of pet food buyers typically purchase online
      • Figure 39: Channels for purchasing pet food, 2021
    • Parents are most likely to use a subscription service
    • Bricks and mortar specialists will need to work harder to drive footfall
      • Figure 40: Where pet food is typically purchased, 2021
    • The convenience channel should not be overlooked
  14. Interest in Pet Food/Drink Concepts

    • All-British ingredients offer a powerful selling point
      • Figure 41: Interest in pet food/drink concepts, 2021
    • Scope for detailed sourcing information to drive standout
      • Figure 42: Forthglade Sardines & Haddock with Potato & Broccoli Complete Meal for Adult Dogs, 2021
    • Do more to capitalise on the buzz around gut health
    • More scope to explore pre- and probiotics
      • Figure 43: Forthglade Sardines & Haddock with Potato & Broccoli Complete Meal for Adult Dogs, 2021
    • Opportunities in chilled pet food
  15. Behaviours Relating to Pet Food

    • Supporting pet owners’ aspirations to make their own pet food
    • Half of pet owners would like guidance on homemade pet food
      • Figure 44: Behaviours relating to pet food, 2021
    • Embracing the trend can build engagement with pet owners
    • Explore products that give people a helping hand
    • A need to assuage owners’ guilt over weight management for pets
    • High awareness among pet owners of the pet obesity problem
    • Scope for plant-based products and personalised plans to appeal
    • Brands can provide a helping hand beyond the food they provide
  16. Attitudes towards Pet Food

    • Interest in ‘mood foods’ extends to pets
      • Figure 45: Attitudes towards pet food, 2021
    • The food-mood link can be further harnessed in pet food
    • Plenty of opportunities around plant-based dog food
    • Plant-based meals chime with dog food buyers
    • Various brands look to the flexitarian trend
    • More clarity over sustainability is needed
  17. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  18. Appendix: Central Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 46: Retail value sales of cat and dog food, lower and upper bound of prediction interval, 2021-26
      • Figure 47: Retail volume sales of cat and dog food, lower and upper bound of prediction interval, 2021-26
    • Market drivers and assumptions
      • Figure 48: Key drivers affecting Mintel’s market forecast, 2021-25
    • Forecast methodology
  19. Appendix: COVID Scenario Performance Methodology and Assumptions

    • Scenario performance
      • Figure 49: Scenario performance of retail value sales of cat and dog food, 2016-26
      • Figure 50: Scenario performance of retail volume sales of cat and dog food, 2016-26
    • Rapid COVID recovery, central and extended COVID disruption scenarios outline
    • Scenario methodology
  20. Appendix – Launch Activity and Innovation

      • Figure 51: Share of pet food launches carrying claims related to gut health, 2017-21
      • Figure 52: Share of pet food launches, by segment, 2017-21
  21. Appendix – Market Share

      • Figure 53: Leading manufacturers’ sales in the UK retail wet and dry dog food market, by value and volume, 2018/19 -2020/21
      • Figure 54: Leading manufacturers’ sales in the UK retail wet and dry cat food market, by value and volume, 2018/19 -2020/21
      • Figure 55: Leading manufacturers’ sales in the UK retail dog snacks and treats market, by value and volume, 2018/19 -2020/21
      • Figure 56: Leading manufacturers’ sales in the UK retail cat snacks and treats market, by value and volume, 2018/19 -2020/21

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