Cat food registered positive volume and value sales performances during 2020 and is predicted to do so again in 2021, boosted by stronger rises in the cat population since 2019 (pre-health crisis). During 2020, adoption levels rose due to more people looking for companionship while working from home or just because they had to spend more time at home in general.
In 2020, new brands entered the premium segment in both wet and dry cat food, with this trend continuing in 2021. Collectively, premium lines have generally recorded the largest growth rates since 2010, though in the dry segment economy ranges posted the most gains in 2020 as they had the best availability and because the financial fallout of COVID-19 took its toll on consumer spending.
During 2020, the economy segment of dry cat food generated large growth, motivated by convenience, with brands of this type being easily found in grocery outlets as well as in other channels that have remained open during the health crisis. Also, the dominant Supercat brand has gained presence in different channels, including department stores.
Cat food volume sales will keep increasing over the forecast period, albeit at decelerating rates. Continued growth in the cat population, and thus ownership levels, will help to generate new demand for cat food, and there will also be further migration from home-made food or leftovers to packaged cat food because penetration is still low.
Over the forecast period, growth in the number of pet cats will continue to be the primary driver of cat food growth, especially as a rising number of Peruvians – particularly higher-income consumers – are looking to adopt strays or rescued cats from shelters rather than to purchase cats. If this growth trend continues as expected, the cat population is likely to expand by more than 20% between 2021 and 2026 and cat food is expected to post strong current value growth as well.
In addition to the projection that cat ownership levels will rise faster than dog ownership levels over the forecast period, there has also been a notable preference among cat owners for female cats over males, because they consider that females are more likely to remain at home, while males are more likely to wander as well as get into cat fights. While there has been a notable preference for female dogs over male dogs as well in Peru, a recent study indicated that a whopping 61% of household cats are females compared with 41% being female in regard to dogs.
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This report originates from Passport, our Cat Food research and analysis database.
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