Pet Food And Pet Care Products in New Zealand
Euromonitor International's Pet Food And Pet Care Products in New Zealand market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Get immediate access to strategic market analysis when you buy reports online
Tables: 59 | Publication date: Aug 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Dog and cat food; Dog and cat food by price platform (excl treats and mixers); Dog and cat food by price platform (incl treats and mixers); Dog and cat food by type (excl treats and mixers); Other pet food; Pet care products
Executive summary
Premium soars higher and higher
The popularity of premium food, particularly for cats and dogs, is driving growth and providing healthy profits for popular brands. Current value sales of premium dry dog food doubled between 2002 and 2007, making it the best performer. Although not as spectacular, other categories of premium dog and cat food showed substantial growth and the trend shows no sign of slowing down. Product development was strong with an emphasis on foods to suit different life stages, size or health condition. A new wave of breed-specific foods emerged in 2007 as did food targeting neutered cats, gestating cats and animals living primarily indoors.
Obesity a growing concern
Pet obesity has hit the headlines several times in 2007 with New Zealand’s veterinarians begging pet owners to monitor portion control, provide a lean diet, cut back on calorie-laden treats and give animals plenty of exercise. Owners were told to think carefully about cat flaps as cunning felines have learnt to visit nearby homes to feast on the food of neighbour’s pets. Obesity-related health conditions are plaguing New Zealand pets with diabetes, heart, circulatory and joint problems. Many pet food manufacturers are taking a proactive approach by producing lean options, foods specific to the health condition of the pet, and by providing educational material to pet owners. Dietary supplement use increased as pet owners search to relieve suffering for animals with joint problems aggravated by excess weight.
A cat and dog fight in the supermarket
The lucrative and shelf-stable supermarket cat and dog food scene continues to be dominated by global companies Masterfoods Australia New Zealand, Nestlé Purina PetCare New Zealand and Heinz Wattie’s Ltd. These companies invest heavily in research and development and endeavour to outdo each other with entertaining television commercials, interactive marketing initiatives and websites that are informative, fun, and participatory. Local companies, Butch Pet Foods Ltd and Bombay Pet Foods Ltd have a strong supermarket presence with chilled fresh products including the New Zealand speciality, dog roll.
Distribution becoming a tangled web
The bulk of economy and mid-priced pet food is sold in supermarkets with pet shops and veterinary clinics dominating premium pet food sales. Dietary supplements and over the counter healthcare products sell well in veterinary clinics and pet shops where customers have the opportunity to receive advice. Some retailers have developed a multi-channel approach to selling and more plan to go multi-channel over the forecast period. Emerging brands complain that it is difficult to have pet food or pet care products accepted by store retailers and new players are turning to on-line retail and direct sales to secure exposure to potential customers.
Exciting and dynamic times ahead for innovative players
Looking into the forecast period, owners with discretionary dollars will continue to pay high prices for food, dietary supplements and healthcare preparations that cater to specific characteristics or needs of individual pets. As the trend towards individuality strengthens, there is likely to be an increase in entrepreneurial local players developing businesses based on individualised dietary and exercise programmes for pets. Product and service development that gives a feeling of perfect fit is likely to flourish more than generalised products over the forecast period.
Table of contents
PET FOOD AND PET CARE PRODUCTS IN NEW ZEALAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Premium soars higher and higher
Obesity a growing concern
A cat and dog fight in the supermarket
Distribution becoming a tangled web
Exciting and dynamic times ahead for innovative players
KEY TRENDS AND DEVELOPMENTS
Proud pet owners prefer premium
Emerging brands fight for acceptance
Pain and premature death for portly pets
Franchising embraces the pet scene
Global misfortune may boost image of New Zealand products
MARKET INDICATORS
Table 1 Pet Populations 2002-2007
MARKET DATA
Table 2 Retail Sales of Pet Food and Pet Care Products by Sector: Volume 2002-2007
Table 3 Retail Sales of Pet Food and Pet Care Products by Sector: Value 2002-2007
Table 4 Retail Sales of Pet Food and Pet Care Products by Sector: %Volume Growth 2002-2007
Table 5 Retail Sales of Pet Food and Pet Care Products by Sector: %Value Growth 2002-2007
Table 6 Dog and Cat Food Company Shares 2002-2006
Table 7 Dog and Cat Food Brand Shares 2003-2006
Table 8 Penetration of Private Label by Sector 2002-2006
Table 9 Retail Sales of Pet Food and Pet Care Products by Sector and Distribution Format: % Analysis 2007
Table 10 Retail Sales of Dog and Cat Food by Distribution Format: % Analysis 2007
Table 11 Forecast Retail Sales of Pet Food and Pet Care Products by Sector: Value 2007-2012
Table 12 Forecast Retail Sales of Pet Food and Pet Care Products by Sector: % Value Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - NEW ZEALAND
BOMBAY PET FOODS LTD - PET FOOD AND PET CARE PRODUCTS - NEW ZEALAND
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Bombay Pet Foods Ltd: Key Facts
Summary 3 Bombay Pet Foods Ltd : Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Bombay Pet Foods Ltd: Competitive Position 2006
BUTCH PET FOODS LTD - PET FOOD AND PET CARE PRODUCTS - NEW ZEALAND
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Butch Pet Foods Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Butch Pet Foods Ltd: Competitive Position 2007
MASTERPET CORP - PET FOOD AND PET CARE PRODUCTS - NEW ZEALAND
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Masterpet Corp: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Masterpet Corp: Competitive Position 2006
VIRBAC NEW ZEALAND - PET FOOD AND PET CARE PRODUCTS - NEW ZEALAND
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Virbac New Zealand: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Virbac New Zealand: Competitive Position 2006
DOG FOOD IN NEW ZEALAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 13 Dog Owning Households: % Analysis 2002/2007
Table 14 Dog Population 2002-2007
Table 15 Dog Food Prepared vs Non-prepared Gap: % Analysis 2002-2007
SECTOR DATA
Table 16 Retail Sales of Dog Food by Type: Value 2002-2007
Table 17 Retail Sales of Dog Food by Type: % Value Growth 2002-2007
Table 18 Retail Sales of Premium Dog Food: Value 2002-2007
Table 19 Dog Food Company Shares 2002-2006
Table 20 Dog Food Brand Shares 2003-2006
Table 21 Dog Treats Brand Shares 2003-2006
Table 22 Forecast Retail Sales of Dog Food by Type: Value 2007-2012
Table 23 Forecast Retail Sales of Dog Food by Type: % Value Growth 2007-2012
CAT FOOD IN NEW ZEALAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 24 Cat Owning Households: % Analysis 2002/2007
Table 25 Cat Population 2002-2007
Table 26 Cat Food Prepared vs Non-prepared Gap: % Analysis 2002-2007
SECTOR DATA
Table 27 Retail Sales of Cat Food by Type: Value 2002-2007
Table 28 Retail Sales of Cat Food by Type: % Value Growth 2002-2007
Table 29 Retail Sales of Premium Cat Food: Value 2002-2007
Table 30 Cat Food Company Shares 2002-2006
Table 31 Cat Food Brand Shares 2003-2006
Table 32 Cat Treats Brand Shares 2003-2006
Table 33 Forecast Retail Sales of Cat Food by Type: Value 2007-2012
Table 34 Forecast Retail Sales of Cat Food by Type: % Value Growth 2007-2012
OTHER PET FOOD IN NEW ZEALAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 35 Other Pet Population 2002-2007
SECTOR DATA
Table 36 Retail Sales of Other Pet Food by Type: Volume 2002-2007
Table 37 Retail Sales of Other Pet Food by Type: Value 2002-2007
Table 38 Retail Sales of Other Pet Food by Type: % Volume Growth 2002-2007
Table 39 Retail Sales of Other Pet Food by Type: % Value Growth 2002-2007
Table 40 Bird Food Brand Shares 2003-2006
Table 41 Fish Food Brand Shares 2003-2006
Table 42 Forecast Retail Sales of Other Pet Food by Type: Volume 2007-2012
Table 43 Forecast Retail Sales of Other Pet Food by Type: Value 2007-2012
Table 44 Forecast Retail Sales of Other Pet Food by Type: % Volume Growth 2007-2012
Table 45 Forecast Retail Sales of Other Pet Food by Type: % Value Growth 2007-2012
PET CARE PRODUCTS IN NEW ZEALAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 46 Retail Sales of Pet Care Products by Type: Value 2002-2007
Table 47 Retail Sales of Pet Care Products by Type: % Value Growth 2002-2007
Table 48 Forecast Retail Sales of Pet Care Products by Type: Value 2007-2012
Table 49 Forecast Retail Sales of Pet Care Products by Type: % Value Growth 2007-2012