Volume sales are being undermined by a decline in cat ownership levels. However, increased unit prices maintained current value growth.
The declining cat population is largely due to ongoing urbanisation. The cat population, which has consistently fallen over the past decade, will keep declining in the years ahead, although future drops will be less steep compared to the review period.
Healthy and natural food is expected to be the focus of premiumisation and brand competition in the forecast period. The offer of therapeutic products is set to rise due to the needs of an ageing cat population.
Branded cat food consolidated its popularity in 2018, as the economic situation improved. This was reflected in the falling share of promotional sales as higher disposable incomes encouraged spend on cat food.
Internet retailing has emerged as a strong channel in cat food. Companies exploit online growth opportunities by offering subscription models and convenience.
Companies may derive growth by tapping into the lifestyle choices of owners. As cat owners live more cleanly, they want their health and environmental values to be reflected in the food they buy for their cat.
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This industry report originates from Passport, our Pet Care market research database.