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Country Report

Cat Food in

Cat Food in South Africa

May 2020

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Increased budget-consciousness boosts demand for products with multiple benefits

As was the case with dog food, economic recession and rising prices ensured the issue of value for money played a highly influential role in cat food purchasing decisions for many South Africans over 2019-2020. Increased budget-consciousness led more consumers to favour brands and product types positioned as providing multiple functions.

Pet humanisation drives trend towards greater segmentation in cat food

Cat food manufacturers are increasingly attempting to tap into the pet humanisation trend by offering more sophisticated products that are specially formulated for cats of different ages and breeds, or those that have particular types of lifestyles and specific health conditions. For example, in a first for private label cat food lines in South Africa, Pick'n Pay’s premium-oriented Nutriphase range includes “Active Life” variants for adult cats with higher levels of physical activity.

Packaging continues to gain importance as a marketing tool

In line with pet humanisation, cat owners in South Africa are becoming more knowledgeable about feline health and nutrition. Recent years have seen many manufacturers of cat food and cat treats respond to this trend by updating packaging and labelling designs to more clearly communicate the specific benefits of their products to consumers.

COMPETITIVE LANDSCAPE

Higher-end private label lines pose growing threat to premium-oriented brands

Private label continued to perform well in cat food over 2019-2020 as economic uncertainty made many South Africans more budget-conscious. In particular, consumers showed growing interest in private label wet cat food lines positioned as more affordable alternatives to premium-oriented brands like Bon Appétit and Sheba.

Whiskas taps into pet humanisation trend with new cat treats range

The tendency to humanise pets is particularly strong among cat owners in South Africa. Accordingly, in recent years cat food brands have often been more proactive in responding to this trend than their counterparts in dog food.

Increased price-sensitivity weakens brand loyalty in dry cat food

Dry cat food in South Africa is highly competitive, with several brands and private label products vying for the attention of consumers. Nonetheless, in 2019 a handful of players continued to account for the lion’s share of current value sales in each of the three main price segments in the category.

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Cat Food Market Sample Report Cat Food Market Sample Data

Overview

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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Cat Food industry in South Africa 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 South Africa, our research will save you time and money while empowering you to make informed, profitable decisions.

The Cat Food 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 Cat Food in South Africa?
What are the major brands in South Africa?
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.

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Cat Food in South Africa - Category analysis

HEADLINES

PROSPECTS

Increased budget-consciousness boosts demand for products with multiple benefits

Pet humanisation drives trend towards greater segmentation in cat food

Packaging continues to gain importance as a marketing tool

COMPETITIVE LANDSCAPE

Higher-end private label lines pose growing threat to premium-oriented brands

Whiskas taps into pet humanisation trend with new cat treats range

Increased price-sensitivity weakens brand loyalty in dry cat food

CATEGORY INDICATORS

Table 1 Cat Owning Households: % Analysis 2015-2020
Table 2 Cat Population 2015-2020
Table 3 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2015-2020

CATEGORY DATA

Summary 1 Cat Food by Price Band 2020
Table 4 Sales of Cat Food by Category: Volume 2015-2020
Table 5 Sales of Cat Food by Category: Value 2015-2020
Table 6 Sales of Cat Food by Category: % Volume Growth 2015-2020
Table 7 Sales of Cat Food by Category: % Value Growth 2015-2020
Table 8 Sales of Dry Cat Food by Life-Cycle: % Value 2015-2020
Table 9 Sales of Wet Cat Food by Life-Cycle: % Value 2015-2020
Table 10 NBO Company Shares of Cat Food: % Value 2015-2019
Table 11 LBN Brand Shares of Cat Food: % Value 2016-2019
Table 12 LBN Brand Shares of Cat Treats: % Value 2016-2019
Table 13 Distribution of Cat Food by Format: % Value 2015-2020
Table 14 Forecast Sales of Cat Food by Category: Volume 2020-2025
Table 15 Forecast Sales of Cat Food by Category: Value 2020-2025
Table 16 Forecast Sales of Cat Food by Category: % Volume Growth 2020-2025
Table 17 Forecast Sales of Cat Food by Category: % Value Growth 2020-2025

Pet Care in South Africa - Industry Overview

EXECUTIVE SUMMARY

Pet care records improved performance in 2020

Pet humanisation continues to shape consumer preferences and fuel innovation

Martin & Martin maintains market lead but faces growing threat from RCL Foods

Supermarkets remains the leading distribution channel

Outlook for pet care remains positive despite growing economic uncertainty

MARKET INDICATORS

Table 18 Pet Populations 2015-2020

MARKET DATA

Table 19 Sales of Pet Food by Category: Volume 2015-2020
Table 20 Sales of Pet Care by Category: Value 2015-2020
Table 21 Sales of Pet Food by Category: % Volume Growth 2015-2020
Table 22 Sales of Pet Care by Category: % Value Growth 2015-2020
Table 23 NBO Company Shares of Pet Food: % Value 2015-2019
Table 24 LBN Brand Shares of Pet Food: % Value 2016-2019
Table 25 NBO Company Shares of Dog and Cat Food: % Value 2015-2019
Table 26 LBN Brand Shares of Dog and Cat Food: % Value 2016-2019
Table 27 Penetration of Private Label in Pet Care by Category: % Value 2015-2020
Table 28 Distribution of Pet Care by Format: % Value 2015-2020
Table 29 Distribution of Pet Care by Format and Category: % Value 2020
Table 30 Distribution of Dog and Cat Food by Format: % Value 2015-2020
Table 31 Distribution of Dog and Cat Food by Format and Category: % Value 2020
Table 32 Forecast Sales of Pet Food by Category: Volume 2020-2025
Table 33 Forecast Sales of Pet Care by Category: Value 2020-2025
Table 34 Forecast Sales of Pet Food by Category: % Volume Growth 2020-2025
Table 35 Forecast Sales of Pet Care by Category: % Value Growth 2020-2025

Megatrends

Country Report

Cat Food in South Africa

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Increased budget-consciousness boosts demand for products with multiple benefits

Pet humanisation drives trend towards greater segmentation in cat food

Packaging continues to gain importance as a marketing tool

COMPETITIVE LANDSCAPE

Higher-end private label lines pose growing threat to premium-oriented brands

Whiskas taps into pet humanisation trend with new cat treats range

Increased price-sensitivity weakens brand loyalty in dry cat food

Samples

Overview

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Samples: FAQs about samples

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Table of Contents

Cat Food in South Africa - Category analysis

HEADLINES

PROSPECTS

Increased budget-consciousness boosts demand for products with multiple benefits

Pet humanisation drives trend towards greater segmentation in cat food

Packaging continues to gain importance as a marketing tool

COMPETITIVE LANDSCAPE

Higher-end private label lines pose growing threat to premium-oriented brands

Whiskas taps into pet humanisation trend with new cat treats range

Increased price-sensitivity weakens brand loyalty in dry cat food

CATEGORY INDICATORS

CATEGORY DATA

Pet Care in South Africa - Industry Overview

EXECUTIVE SUMMARY

Pet care records improved performance in 2020

Pet humanisation continues to shape consumer preferences and fuel innovation

Martin & Martin maintains market lead but faces growing threat from RCL Foods

Supermarkets remains the leading distribution channel

Outlook for pet care remains positive despite growing economic uncertainty

MARKET INDICATORS

MARKET DATA

CORONAVIRUS (COVID-19)

DEFINITIONS

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