Cat food recorded the most dynamic current retail value and volume performances within pet care in 2019 and this is set to continue over the forecast period. Although cats consume less than dogs, the average unit prices of cat food are significantly higher, whilst the cat population is expected to continue to grow in contrast to the expected decline in the dog population.
Cat treats recorded strong retail value and volume growth in 2019 and this is set to continue into the forecast period. Increasing disposable incomes have enabled owners to spend more on their cats, which are increasingly regarded as members of the family, especially by singles, with owners wishing to indulge them with a special treat occasionally.
Internet retailing was the most dynamic channel in cat food in 2019, and this is likely to continue into the forecast period, with the channel benefiting not only from a strong performance for pure play internet retailing players but also by many omnichannel retailers.
Private label has a dominant combined share in economy cat food, benefiting from offering affordable products to price-sensitive consumers, but also increased its overall share in cat food 2018. While economy products remain important in attracting private label customers, new product development is increasingly polarised for private label.
Kitekat, Whiskas (Mars Magyarország) and Purina Friskies (Nestlé Hungária) remained the leading brands in cat food in 2018. All three benefit from strong TV advertising support highlighting their range of beneficial features.
Domestic producers do not have the financial resources to compete with the aggressive marketing budgets of international players and thus struggle to gain share or to compete effectively with private label. However, some domestic companies are seeking to succeed by improving quality.
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This industry report originates from Passport, our Pet Care market research database.