Pet care remains buoyant, particularly in pet products
2014 saw pet care remain buoyant, particularly in pet products. Within pet food, treats for both cats and dogs continued to be the strongest growth performers, in current value terms, followed mainly by premium pet food. Pet products’ growth in 2014 was spurred on by the continued humanisation of pets, as owners purchased items for pets that are also important to people, such as grooming products along with health and wellness products.
Treats mimic snacking within pet food
Treats continued to see the strongest growth within pet food in 2014. The consumption of treats in 2014 mimicked the human behaviour of snacking. Pet treats come in novelty shapes such as Purina Friskies Party Mix and Vitapet Love Hearts for cats and Vitapet Choc Drops, Masterpet Liver Cookies and Whimzees Hedgehogs for dogs. In addition, treats have been developed with multifunctional benefits, rather than just being a treat or reward for training, for instance incorporating health and wellness benefits such as oral care, seen in brands such as Pedigree Dentastix.
Mars New Zealand Ltd gains further access into pet care
In late 2014, it was announced that Mars Inc had globally gained the rights to all products from The Procter & Gamble Co within Australia and New Zealand. 2014 saw Mars New Zealand Ltd lead pet care; however, Nestlé Purina PetCare New Zealand followed closely behind. These two companies showed slight value share growth in 2014, mainly due to the expansion of their supermarket brands into pet superstore, Animates. Heinz Wattie’s Ltd remained in third position in pet care in 2014, but continued to experience value share decline as retail price promotions within supermarkets put pressure on sales, particularly within mid-priced brands. The company's main positioning is mid-priced, despite attempts to premiumise.
Distribution channels expand further
2014 saw a strong trend towards mid-priced pet food brands, normally reserved for the supermarkets channel, expanding into Animates, the biggest pet superstore in New Zealand. This was evidenced by the two leading players in pet food, Mars New Zealand Ltd and Nestlé Purina PetCare New Zealand. In addition, it was announced in early 2015 that Mitre 10 (a national chain of hardware stores) was introducing pet care including pet food products into its core portfolio of products. This is likely to expand distribution channels for pet care further over the forecast period. Online pet care sales also continued to grow in 2014, particularly through pet and vet websites along with manufacturers of pet food products’ websites.
Growth expected to slow, as pet demographics change
Pet care is expected to show a slowdown in growth as pet ownership is likely to change over the forecast period due to ongoing urbanisation. The cat population is estimated to almost be at a peak and slowing growth is expected over the forecast period. In addition, while dog ownership overall is expected to fall just slightly over the forecast period, within the dog population small dog breeds are expected to grow more strongly to the detriment of both medium and large dog breeds. As the human population in New Zealand continues to age over the forecast period, so too will changes be experienced in pet ownership, for example the number of pets per household is expected to shrink with smaller pets becoming more popular due to feeding costs, exercise required and smaller living spaces in general. The dynamics in other pets are also likely to change over the forecast period, as pets such as fish and reptiles, which require less time commitment and space, are expected to become more popular, due to the influence of Asian migrants in particular who are strong in fish ownership. These changes expected over the forecast period are likely to have a direct effect on pet care with changing requirements in both pet food and pet products.
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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.