2022
9
UK Pet Food Market Report 2022
2022-10-05T04:15:56+01:00
OX1102583
2195
156221
[{"name":"Pets and Pet Food","url":"https:\/\/store.mintel.com\/industries\/household-home\/pets-pet-food"}]
Report
en_GB
"Belying the oft-cited ‘recession-proof’ nature of the category, shifts in behaviour driven by the cost-of-living crisis and high levels of inflation will see volume sales slip into decline in 2022.

UK Pet Food Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Pet Food Market Report identifies pet owners’ attitudes towards pet food brands, purchasing drivers and the impact of the cost of living crisis on the pet food market. This report covers the pet food market size, market forecast, market segmentation and industry trends in the UK pet food market.

 

Current Landscape of the Pet Food Market

Having continuously gained growth momentum between 2017 and 2021, the pet food market’s volume sales are expected to decline in 2022. This decline stems from switching from wet to dry cat and dog food amidst the cost-of-living crisis, the latter weighing less per portion, and the fallback in sales of pet treats and snacks.

Mintel’s pet food market research indicates that brands will need to offer additional value and uniqueness to their products. Growing in popularity is the addition of an aromatic dimension to flavour descriptions to create a new multisensory angle, drive standout and boost products’ associations with quality and freshness.

 

UK Pet Food Market Share and Key Industry Trends

Mintel’s pet food market research identifies that while very few owners feed their pets exclusively homemade food, homemade pet food has become more popular over the last couple of years, presenting a growing threat to the pet food market. One of the primary motivators behind this looks to be the trust and transparency that comes from having control over ingredients.

  • 27% of UK pet owners make their own pet food from scratch/leftovers.
  • 67% of UK pet owners who buy pet food would stock up on pet food during promotional periods if they needed to save money.
  • Pet food market size: Value sales are anticipated to rise by 22.9% over the next five years.
  • Pet food market share: Pedigree is one of the leading brands in the pet food market, with an estimated retail value of £88 million in 2021/22.

Future Trends in the UK Pet Food Market

The UK’s ageing population may pose a threat to pet ownership and curb volume sales in the UK pet food market. However, Mintel’s pet food market research identifies that there are opportunities for brands to boost their sustainability credentials by embracing the eco-friendly nose-to-tail concept in their marketing communications. There is room for innovation in UK pet food market, such as using offcuts of meat in pet food to align with the sentiment that the ideal diet for pets is as close as possible to what their ancestors would have eaten.

Read on to discover more about the UK Pet Food Market Report 2022, read our UK Pet Food and Pet Care Retailing Market Report 2022, or take a look at our other Pet Food Market Research.

 

Quickly Understand

  • The impact of the cost-of-living crisis on the pet food market.
  • The outlook for the pet food market in the re-emergence from the pandemic.
  • The latest product development trends in the UK pet food market.
  • Pet food industry UK: consumer purchasing and how this behaviour is affected by inflation.
  • Consumers’ attitudes towards pet food and concepts of interest.
  • Qualities associated with different types of pet food.
  • Explores pet food market size and pet food market share.

Covered in this Report

Products: Cat and dog food: dry, wet, snacks, treats and cat drinks.

UK Pet Food Market – Brands:  Inspired Pet Nutrition (Harringtons, Wagg), Butcher’s (Butcher’s Pet Care), Mars Petcare (Dreamies, Misfits, Cesar, Pedigree, Sheba, Whiskas), Nestlé (Lily’s Kitchen, Bakers, Felix, Winalot, Gourmet, Purina, Go Cats Bonio, Dentalife), Naturo, Spectrum Brands (Iams, Good Boy), Encore (MPM), Webbox (Pets Choice), Bakers, Forthglade, Soopa, W’zis?, Mr Bug, Grub Club, Harringtons, Denzel’s, Tails.com.

 

Expert Analysis from a Specialist in the Pet Food Market

This report, written by Emma Clifford, a leading senior analysty, delivers in-depth commentary and analysis to highlight current trends in the UK Pet Food Market and add expert context to the numbers.

Belying the oft-cited ‘recession-proof’ nature of the pet food market, shifts in behaviour driven by the cost-of-living crisis and high levels of inflation will see volume sales slip into decline in 2022. While its expensive image is a major barrier for eco-friendly pet food, there are ripe opportunities for the pet food industry UK around concepts combining sustainability and money-saving benefits, such as ‘nose-to-tail’ recipes.”

Emma Clifford
Associate Director – Food and Drink

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Market context
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for cat and dog food
      • Figure 1: Category outlook, 2022-27
    • The market
    • Market size and forecast
      • Figure 2: Market forecast for value sales of cat and dog food, 2017-27
    • Pet ownership plateaus after pandemic boost
    • Pedigree fails to benefit from the boom in dog food
      • Figure 3: Leading brands’ value sales in the UK retail wet and dry dog food market, 2019/20-2021/22
    • Plant-based pet food attracts more NPD; steps forward on packaging sustainability
    • Adspend falls back in 2021 after 2020 surge
    • The consumer
    • Pet food purchasing over 2020-22 slips, while homemade becomes more popular
      • Figure 4: Feeding pets shop-bought and homemade food, 2020-22
    • Stocking up on promoted items is the preferred way to save money
      • Figure 5: What one change pet food buyers would most likely make to save money on pet food/snacks, 2022
    • Put more focus on aroma in product descriptions; explore supplements in different formats
      • Figure 6: Interest in pet food innovation, 2022
    • Embrace the ‘nose-to-tail concept’; barriers to overcome for insect-based pet food
      • Figure 7: Attitudes towards pet food, 2022
    • Associations with trustworthiness and naturalness underpin the appeal of homemade pet food
      • Figure 8: Qualities associated with different types of pet food, 2022
      • Figure 9: Further qualities associated with different types of pet food, UK, 2022
  3. Issues and Insights

    • Embrace the ‘nose-to-tail’ eating concept
    • Put more focus on aroma in product descriptions
    • Barriers to overcome to unlock the potential in insect-based pet food
  4. Market Size and Performance

    • A sharp turnaround in volume performance in 2022
      • Figure 10: Retail value and volume sales of cat and dog food, 2017-22
  5. Market Forecast

    • The five-year outlook for the cat and dog food market
      • Figure 11: Category outlook, 2022-27
    • Limited volume growth expected over 2022-27
      • Figure 12: Market forecast for volume sales of cat and dog food, 2017-27
    • Strong value growth to continue
      • Figure 13: Market forecast for value sales of cat and dog food, 2017-27
    • Learnings from the last income squeeze
    • Forecast methodology
  6. Market Segmentation

    • Dry pet food steals volume share from wet in 2022
      • Figure 14: UK retail value and volume sales of cat and dog food, by type, 2019-22
    • The rapid growth in pet snacks and drinks comes to an end in 2022
      • Figure 15: UK retail value and volume sales of dog food, by type, 2019-22
      • Figure 16: UK retail value and volume sales of cat food, by type, 2019-22
  7. Market Drivers

    • Pet ownership plateaus after pandemic boost
    • Demographic trends will continue to put downward pressure on pet ownership
      • Figure 17: Pet ownership, 2020-22
    • Inflation is the key concern for consumers and brands…
    • …and despite Government support, energy prices are still a major concern
    • …and will weigh down the post-COVID recovery
    • Consumer spending power will be curbed
    • The conflict in Ukraine is hurting the UK economy in a number of ways
    • Unemployment is at a near-50 year low
    • Consumers’ financial wellbeing has fallen from the highs of 2021…
      • Figure 18: Household financial wellbeing index, 2016-22
    • …and most people are feeling the effects of price rises
    • A fifth of pet owners are worried about their expense
      • Figure 19: Pet-related sources of concern, 2022
    • Emotional wellbeing is a top concern
    • Only 15% of owners are concerned about their pets’ weight
  8. Market Share

    • Pedigree fails to benefit from the boom in dog food
    • Natural dog food brands post impressive growth
    • Lily’s Kitchen’s sales jump by a third
      • Figure 20: Leading brands’ sales in the UK retail wet and dry dog food market, by value and volume, 2019/20-2021/22
    • Whiskas closes the gap on Felix in cat food
      • Figure 21: Leading brands’ sales in the UK retail wet and dry cat food market, by value and volume, 2019/20-2021/22
    • Good Boy takes the lead in dog treats
      • Figure 22: Leading brands’ sales in the UK retail dog snacks and treats market, by value and volume, 2019/20-2021/22
    • Webbox is the star performer in cat treats
      • Figure 23: Leading brands’ sales in the UK retail cat snacks and treats market, by value and volume, 2019/20-2021/22
  9. Launch Activity and Innovation

    • Plant-based pet food attracts more NPD
    • Lily’s Kitchen unveils Plant Power vegan range for dogs
      • Figure 24: Plant-based dog treats, UK, 2022
    • More activity from start-ups
      • Figure 25: W’zis? dog treats, UK, 2022
    • More activity in insect-based pet food
      • Figure 26: Mr Bug Bug Bites, UK, 2022
      • Figure 27: Grub Club range, UK, 2021-22
    • Steps forward on packaging sustainability
      • Figure 28: Share of pet food launches carrying selected ethical claims, 2017-22
    • Mars Petcare explores recycled content in pet food pouches
    • Ethical brand Scrumbles launches into Tesco
    • IPN launches Harringtons Advanced Science Diet
      • Figure 29: Harringtons Advanced Science Diet food for small dogs, UK, 2022
    • Seasonal celebrations continue to fuel NPD
    • Brands target occasions beyond Christmas
      • Figure 30: Dog treat launches for seasonal occasions, UK, 2021-22
    • Brands look to seasonal ingredients
      • Figure 31: Denzel’s Surf ‘n’ Turf Bites, UK, 2022
    • The humanisation of pet snacks continues
    • On-the-go formats get more attention
    • Iced treats for dogs take off in 2021/22
    • Brands expand ranges for puppies and kittens
    • Tails.com makes in-store debut
      • Figure 32: Tails.com range in Sainsbury’s, UK, 2022
  10. Advertising and Marketing Activity

    • Adspend falls back in 2021 after 2020 surge
      • Figure 33: Total above-the-line, online display and direct mail advertising expenditure on pet food, 2019-22
    • Felix kicks off 2022 with new campaign
    • Nature’s Menu invests in its biggest ever advertising campaign
    • Scrumbles makes first foray into TV advertising
    • Pooch & Mutt invites children to help design its advent calendar
    • Digital advertising becomes more important
      • Figure 34: Total above-the-line, online display and direct mail advertising expenditure on pet food, by media type, 2019-22
    • Nielsen Ad Intel coverage
  11. Brand Research

    • Brand map
      • Figure 35: Attitudes towards and usage of selected brands, 2022
    • Key brand metrics
      • Figure 36: Key metrics for selected brands, 2022
    • Brand attitudes: Whiskas and Pedigree win on trust and quality
      • Figure 37: Attitudes, by brand, 2022
    • Brand personality: little to separate the brands on macro image
      • Figure 38: Brand personality – macro image, 2022
    • Harringtons is seen as the most natural, nutritious and premium brand
      • Figure 39: Brand personality – micro image, 2022
  12. Pet Feeding Behaviours

    • Pet food purchasing over 2020-22 slips, while homemade becomes more popular
      • Figure 40: Feeding pets shop-bought and homemade food, 2020-22
      • Figure 41: Feeding pets shop-bought and homemade food, by type of pet, 2020-22
    • Most pet owners buy both wet and dry pet food
      • Figure 42: Types of cat and dog food bought, 2022
  13. How the Need to Save Money Would Affect Buying Behaviour

    • Two thirds of cat/dog food buyers would change their buying behaviour
      • Figure 43: What one change pet food buyers would most likely make to save money on pet food/snacks, 2022
    • Stocking up on promoted items is the preferred way to save money
    • Limited trading down…
    • …but under-25s most open to doing so
  14. Interest in Pet Food Innovation

    • Pet food with an appealing smell garners interest
      • Figure 44: Interest in pet food innovation, 2022
    • Put more focus on aroma in product descriptions
      • Figure 45: Lily’s Kitchen Instagram post, UK, 2022
      • Figure 46: Fruitables Baked Pumpkin & Blueberry Flavor Dog Treats, US, 2021
    • Explore supplements in different formats
    • Pet food toppers offer potential
    • Provide pet ownership advice to build engagement
  15. Attitudes towards Pet Food

    • Opportunities to embrace the ‘nose-to-tail’ eating concept…
      • Figure 47: Attitudes towards pet food, 2022
    • …but must bear in mind lower price expectations
    • The use of offcuts can also tap into the appeal of ancestral diets
    • Insect protein pet food also wins on sustainability…
    • …but cost is a barrier
    • Concerns around taste also need to be addressed
    • Enjoyability of shopping at specialist stores is a key draw
    • Other channels should look to replicate the fun factor
  16. Qualities Associated with Different Types of Pet Food

    • Associations with trustworthiness and naturalness underpin the appeal of homemade pet food
      • Figure 48: Qualities associated with different types of pet food, 2022
    • A focus on clean labels and transparency can help to build trust in manufactured pet food
      • Figure 49: Further qualities associated with different types of pet food, 2022
    • Frozen pet food will need to improve its image to win over shoppers
  17. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  18. Appendix – Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 50: Market size and forecast for total volume and value sales of cat and dog food, 2017-27
      • Figure 51: Market forecast and prediction intervals for total value sales of cat and dog food, 2022-27
      • Figure 52: Market forecast and prediction intervals for total volume sales of cat and dog food, 2022-27
    • Market drivers and assumptions
      • Figure 53: Key economic drivers, 2016-26
    • Forecast methodology
  19. Appendix – Market Share

      • Figure 54: Leading manufacturers’ sales in the UK retail wet and dry dog food market, by value and volume, 2019/20-2021/22
      • Figure 55: Leading manufacturers’ sales in the UK retail wet and dry cat food market, by value and volume, 2019/20-2021/22
      • Figure 56: Leading manufacturers’ sales in the UK retail dog snacks and treats market, by value and volume, 2019/20-2021/22
      • Figure 57: Leading manufacturers’ sales in the UK retail cat snacks and treats market, by value and volume, 2019/20-2021/22

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This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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