Higher value than volume growth
Pet care value sales increased while volume sales decreased slightly in 2013. However, value growth remained below the review period average. Australia’s pet population registered a slight increase in 2013 – a development which highlighted how premiumisation was an important contributor to current value growth during the year. Indeed, per kilogram, pet food unit prices increased during 2013. Manufacturers continued to look for ways to increase their retail value shares in 2013, paying particular attention to health and wellness trends. In light of this continuing trend, numerous manufacturers offered fortified pet foods and pet products which were designed to tackle specific health conditions.
Natural products continue to grow in popularity in-line with health and wellness trend
The quality of pet life continued to play an important role in product innovation and retail value sales growth within pet care during 2013. An increasing number of fortified pet food products are being introduced onto the market alongside health specific products catering to a growing range of pet ailments. Pet dietary supplements experienced considerable growth as more pet owners understood how they can not only treat certain pet illnesses but how they can also help prevent them in the first place. Similarly, increasing awareness of natural unmodified ingredients and ‘human’ grade products was also apparent. The health and wellness trend was apparent in all wet and dry dog food areas as well as wet and dry cat food. During the review period, wet cat food did not experience as much product fortification as dry cat food. However, this is now changing. As a result, premium dog and cat food recorded growth during 2013.
Multinationals take the lead, private label gets a makeover
During 2013, pet care in Australia continued to be dominated by multinational firms. Mars Australia and Nestlé Purina PetCare Australia accounted for 46% of total pet care value sales within Australia during 2013. Domestic manufacturers were present within pet care in Australia during 2013 but tended to focus on particular areas such as chilled wet pet food. Private label accounted for 11% of total pet care value sales during 2013 and private label dog and cat food is becoming more sophisticated, with many products being fortified. In addition, private label products are expanding into medium and premium price bands, with the area no longer being restricted to economy offerings.
Supermarkets hold their ground but pet superstores growing in popularity
Supermarkets remained the leading distribution channel for pet care in Australia during 2013. Whilst the value share of supermarkets remained constant during the review period and in 2013, the value share of pet superstores increased slightly. This was partly due to an increase in the number of pet superstores and partly due to the continuing humanisation and premiumisation trends. Pet owners demanded high quality products and services for their pets during 2013 and knew they would be guaranteed expert pet advice from superstores.
Pampered pooches and mollycoddled moggies to fuel forecast period growth
The overall pet population is predicted to increase marginally during the forecast period, with the number of households owning a cat set to increase and the number of dog owners falling. Also, dog owners will increasingly prefer smaller breeds over large ones. Overall, petcare is expected to record static growth during the forecast period. Key areas for growth will be the premium food and treat sectors, together with pet products. Owners will continue to spend money on the highest quality pet food and seek out the newest most innovative pet products such as the latest harness or dietary supplement.
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Discover the latest market trends and uncover sources of future market growth for the Pet Care industry in Australia with research from Euromonitor's team of in-country analysts.
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If you're in the Pet Care industry in Australia, our research will save you time and money while empowering you to make informed, profitable decisions.
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The Pet Care in Australia market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Pet Care in Australia?
- What are the major brands in Australia?
- How did the downturn affect pet care spending?
- Which is the best-performing category within pet care?
- Which is the fastest-growing pet food manufacturer?
- How have pet specialists fared in recent years?
- What are growth prospects for pet care in the next 5 years?
Why buy this report?
- Gain competitive intelligence about market leaders
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This industry report originates from Passport, our Pet Care market research database.