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.
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.
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.
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.
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.
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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This industry report originates from Passport, our Pet Care market research database.