Pet care records robust growth in 2013
Value growth in the South African pet care market has been robust with a CAGR of 8% over the review period, matched by 8% in 2013. Growth has been maintained despite economic instability due to rising food and fuel costs, high unemployment and household debt, as well as a drop in purchasing power of the Rand. Factors such as new product innovation and unit price increases were positive for value growth. In addition, the demand for single-serving sizes and small portions in an effort to maintain a tight budget, led to a spike in unit prices as well.
Pet humanisation encourages increased spending on pet care in 2013
One of the key drivers within the South African pet care market is the rising trend of pet humanisation. This entails pet owners choosing to spend on the highest level of care for their pets, in effect, treating them as a treasured family member in supplying premium food products, healthcare, as well as spending on extra products to pamper their pets, such as seasonal clothing, toys and unique blankets and bedding. Supporting the ability for a portion of households to humanise their pets is an increase in disposable incomes, urbanisation and a rise in the middle-income black population, which have all been primary factors backing household spending in the South African pet care market.
Private label slowly growing
Supported by retailers including Woolworths and Pick ‘n Pay Retailers, growth in private label continued to increase in 2013. The private label ranges vary in each retailer, with a various consumer groups catered for by different priced products. Consumers have continued to respond positively to private label, with significant growth expected to be seen within this segment as retailers push for sales.
Supermarkets leading pet care distribution
Supermarkets continued to be the main distribution channel of pet food and products in 2013, accounting for 70% of purchases in value terms. This is due to supermarkets offering a wider range of pet care products than specialist stores, coupled with more competitive prices and the increase of product promotions, which have been successful in attracting sales from low-income pet owners in South Africa. In addition, premium and specialised health products that were exclusively sold at speciality pet store retailers such as pet shops and veterinary clinics, are becoming more widely available in supermarkets. Although the growth of sales of pet care products in supermarkets is increasing, speciality pet channels such as pet shops, continue to lead sales of pet products.
Slight growth expected during the forecast period
Constant value and volume growth in the pet care market in South Africa are expected to slightly increase over the forecast period with a CAGR of 2% at constant 2013 prices between 2013 and 2018, mainly due to the launch of more innovative product developments and growth of unit prices. In addition, sales of premium products are expected to also increase during the forecast period, due to high-income consumers choosing to provide the best care for their pets with a disregard for ranges in price.
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The Pet Care in South Africa 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 South Africa?
- What are the major brands in South Africa?
- 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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This industry report originates from Passport, our Pet Care market research database.