Petcare remains buoyant during 2012
During 2012 both value and volume sales for pet care increased. New Zealand’s pet population registered a slight increase in 2012, demonstrating that premiumisation was a major contributor to current value growth during the year. In fact, per kilogram, pet food unit prices exhibited positive growth during 2012. Moreover, manufacturers continued to look for ways to improve their retail value share in 2012, with a particular focus on the health and wellness trends. Therefore, several manufacturers offered fortified pet products, or products targeting specific health conditions. Such new product development was in line with humanisation trends seen within the industry in the review period.
Health and wellness trends mimic other consumer industries
Health and wellness trends were important to a number of other consumer industries in New Zealand during 2012, such as packaged food and non-alcoholic drinks. Pet care companies in New Zealand responded to health and wellness trends by launching fortified pet food products, health-specific pet food products and through the provision of pet dietary supplements during the review period and during 2012. This trend was focused within the dry dog, wet dog and dry cat food categories during 2012, but is expected to spill over into wet cat food during the forecast period. As a result, dry dog and cat food outperformed wet dog and cat food during 2012. Similarly, premium dog and cat food experienced higher value and volume growth during 2012 than economy dog and cat food.
Multinationals dominate pet care in New Zealand
During 2012 pet care in New Zealand continued to be dominated by multinational firms. In fact, the top two firms, Nestlé Purina PetCare New Zealand Ltd and Mars New Zealand Ltd accounted for 41% of total pet care value sales within New Zealand during 2012. Domestic companies were present within pet care in New Zealand during 2012, but tended to focus on particular categories. Furthermore, private label’s retail value share in pet care grew during the review period to account for 6% of total values sale during 2012. Progressive Enterprises Ltd, Foodstuffs (NZ) Ltd and Animates Ltd were the major private label companies during 2012.
Supermarkets are the leading channel of distribution
Supermarkets remained the leading distribution channel for pet care in New Zealand during 2012. While the value share of supermarkets remained static during the review period and 2012, the value share of pet superstores increased slightly. This was partly due to the expansion of the Animates chain of pet superstores within New Zealand. Furthermore, the expansion of pet superstores was in line with pet humanisation and premiumisation trends, with pet owners demanding higher quality products and services for their pets during 2012.
Premiumisation to drive forecast growth
The pet population is forecast to reduce slightly during the forecast period, as pet replacement slows. Household penetration will remain high in terms of cat ownership, and is most likely at its peak, while dog ownership is likely to favour smaller breeds over large. Consequently, pet care volume sales are expected to record a modest 1% CAGR in the forecast period.
On the other hand, value sales for pet care are expected to increase by a constant value CAGR of 3% in the forecast period. Forecast constant value growth is expected to be higher than the review period constant value CAGR of 2%, demonstrating the continuing importance of premiumisation within the industry. Manufacturers are expected to continue seeking ways to add value to product ranges, from pet food to pet products. Premium and dry dog and cat food is therefore expected to outperform economy and wet dog and cat food, while personalisation and customisation trends are expected to characterise pet products during the forecast period.
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Discover the latest market trends and uncover sources of future market growth for the Pet Care industry in New Zealand with research from Euromonitor's team of in-country analysts.
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The Pet Care in New Zealand 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 New Zealand?
- What are the major brands in New Zealand?
- 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?
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- Gain competitive intelligence about market leaders
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This industry report originates from Passport, our Pet Care market research database.