Value sales begin to stabilise with growth predicted in 2014
Value sales stabilised in 2013 after a number of years of decline. In 2014, overall growth is expected to return to the category with pet food driving sales, as pet products continues to register declines. While disposable income levels are increasing, many still see certain pet products, such as pet care supplements, as non-essential items which they are not willing to pay for. Retail volume sales are also anticipated to continue to grow within pet food, due in particular to consumers buying extra items, such as treats, for their pets. Overall unit prices registered very slight declines year on year over the review period, although other pet food, for example, is expected to witness unit prices increase in 2014 as this becomes a more niche category.
Pet treats remains the most innovative category resulting in strong value sales
Pet treats for both cats and dogs remained the most innovative category with several new product developments in 2013, helping to contribute to an increase in value sales for these categories. Products, such as Felix Crispies in the cat treats category, experienced strong growth since their launch in mid-2013. Humanisation of pets continued as a popular trend in Ireland and as consumers treat themselves, it is also common practice for them to treat their pet.
The top three players have a strong overall lead in value shares
Mars was the overall leader in the competitive environment in 2013. The top three players in pet care represented well over half the market in value terms in 2013. The number three player, Tesco, is a private label, indicating the importance of value-based sales. The market for pet products remained quite fragmented, with several players focusing on specific small categories rather than the overall category.
The retailing environment for pet care continues to evolve
Retail channels continued to evolve in 2013, with supermarkets and pet shops witnessing their share decline due to increased competition from discounters, pet superstores and internet retailers. That being said, the majority of sales in the pet care category were through supermarkets, particularly as these outlets stock such a diverse range of products, from dog and cat food, to fish food and pet accessories, such as dog leads. Pet shops lost out to both pet superstores, such as Petmania and Maxi Zoo, and also to supermarkets and discounters, which stock an ever larger number of specialist pet care products. Many pet shops were unable to compete and had to close down.
Value sales in pet care are expected to remain flat over the forecast period
Overall pet care is expected to see a very marginal value decline in value terms at constant 2014 prices over the forecast period. Slight growth is predicted for dog food, which will help to minimise the decline in sales. However, cat food sales are likely to register declines, as is other pet food, due to a lack of demand predicted for these pets. Sales of pet products are also expected to experience a continued decline in value terms at constant 2014 prices as consumers
continue to cut back their spending on non-essential items.
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Discover the latest market trends and uncover sources of future market growth for the Pet Care industry in Ireland with research from Euromonitor's team of in-country analysts.
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If you're in the Pet Care industry in Ireland, our research will save you time and money while empowering you to make informed, profitable decisions.
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The Pet Care in Ireland 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 Ireland?
- What are the major brands in Ireland?
- 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
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This industry report originates from Passport, our Pet Care market research database.