Executive Summary

Jul 2019
PROSPECTS
Value continues to drive growth due to premiumisation

Whilst the volume growth of cat food remained minimal in 2019, current value sales experienced stronger growth momentum. This reflects the consumer preference for more premium products, which is a recurring theme across pet care.

Cat treats and mixers is promising due to indulging pets

Across cat food, cat treats and mixers is expected to see the strongest retail current value CAGR over the next five years. This will be particularly enabled by the growing willingness of pet owners to pay for what they believe is value for their cats.

Private label catches up by rebranding

Value for money has been at the crux of private label innovation across cat food. Consumers are willing to pay for what they believe is value, especially for their pets; however, this does not necessarily mean branded options.

COMPETITIVE LANDSCAPE
Cat food is dominated by Mars Australia and Nestlé Purina PetCare Australia

The competitive landscape in cat food continued to be defined by major players Mars Australia and Nestlé Purina PetCare Australia in 2018. This reflects the importance of brand loyalty across pet food, and the strength of their new product development in retaining and capturing consumers’ curiosity.

Leading brands will continue to dominate, addressing the needs of pet owners

The current leading brands are expected to continue to dominate cat food, particularly as they continue to be at the forefront of addressing the demands and needs of pet owners, and continue to be backed by a strong distribution network of supermarkets, pet shops and superstores, making them easily accessible to pet owners. This category will remain consolidated, especially as the portfolio of well-established brands grows and diversifies, particularly across the premium segments.

Internet retailing continues to grow due to convenience

As consumer behaviour continues to be influenced by convenience, internet retailing has experienced significantly healthy growth year-on-year, with the forecast period expected to see an almost doubling of the share of this channel in dry and wet cat food. Cat treats and mixers is also expected to see a similar trajectory.

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Cat Food in Australia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Cat Food industry in Australia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Cat Food industry in Australia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Cat Food 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 Cat Food in Australia?
  • What are the major brands in Australia?
  • How fast are consumers trading up to prepared cat food?
  • How have pet specialists fared in recent years?
  • 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.

Cat Food in Australia - Category analysis

HEADLINES

PROSPECTS

Value continues to drive growth due to premiumisation
Cat treats and mixers is promising due to indulging pets
Private label catches up by rebranding

COMPETITIVE LANDSCAPE

Cat food is dominated by Mars Australia and Nestlé Purina PetCare Australia
Leading brands will continue to dominate, addressing the needs of pet owners
Internet retailing continues to grow due to convenience

CATEGORY INDICATORS

Table 1 Cat Owning Households: % Analysis 2014-2019
Table 2 Cat Population 2014-2019
Table 3 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2014-2019

CATEGORY DATA

Summary 1 Cat Food by Price Band
Table 4 Sales of Cat Food by Category: Volume 2014-2019
Table 5 Sales of Cat Food by Category: Value 2014-2019
Table 6 Sales of Cat Food by Category: % Volume Growth 2014-2019
Table 7 Sales of Cat Food by Category: % Value Growth 2014-2019
Table 8 Sales of Dry Cat Food by Life-Cycle: % Value 2014-2018
Table 9 Sales of Wet Cat Food by Life-Cycle: % Value 2014-2018
Table 10 NBO Company Shares of Cat Food: % Value 2014-2018
Table 11 LBN Brand Shares of Cat Food: % Value 2015-2018
Table 12 LBN Brand Shares of Cat Treats: % Value 2015-2018
Table 13 Distribution of Cat Food by Format: % Value 2014-2019
Table 14 Forecast Sales of Cat Food by Category: Volume 2019-2024
Table 15 Forecast Sales of Cat Food by Category: Value 2019-2024
Table 16 Forecast Sales of Cat Food by Category: % Volume Growth 2019-2024
Table 17 Forecast Sales of Cat Food by Category: % Value Growth 2019-2024

Pet Care in Australia - Industry Overview

EXECUTIVE SUMMARY

Pet care remains dynamic and ripe with innovation
Nutritional benefit and quality ingredients remain paramount in driving humanisation
Pet owners trade up and brands follow suit
Technology continues to challenge traditional distribution channels
Quality will drive the future of pet care

MARKET INDICATORS

Table 18 Pet Populations 2014-2019

MARKET DATA

Table 19 Sales of Pet Food by Category: Volume 2014-2019
Table 20 Sales of Pet Care by Category: Value 2014-2019
Table 21 Sales of Pet Food by Category: % Volume Growth 2014-2019
Table 22 Sales of Pet Care by Category: % Value Growth 2014-2019
Table 23 NBO Company Shares of Pet Food: % Value 2014-2018
Table 24 LBN Brand Shares of Pet Food: % Value 2015-2018
Table 25 NBO Company Shares of Dog and Cat Food: % Value 2014-2018
Table 26 LBN Brand Shares of Dog and Cat Food: % Value 2015-2018
Table 27 Penetration of Private Label in Pet Care by Category: % Value 2014-2019
Table 28 Distribution of Pet Care by Format: % Value 2014-2019
Table 29 Distribution of Pet Care by Format and Category: % Value 2019
Table 30 Distribution of Dog and Cat Food by Format: % Value 2014-2019
Table 31 Distribution of Dog and Cat Food by Format and Category: % Value 2019
Table 32 Forecast Sales of Pet Food by Category: Volume 2019-2024
Table 33 Forecast Sales of Pet Care by Category: Value 2019-2024
Table 34 Forecast Sales of Pet Food by Category: % Volume Growth 2019-2024
Table 35 Forecast Sales of Pet Care by Category: % Value Growth 2019-2024

SOURCES

Summary 2 Research Sources