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Competitor Strategies in Pet Care

November 2022

Pet care is a fast-growing industry. Mars and Nestlé remain global leaders, but their shares are being eroded by others at the top or smaller brands with innovative solutions. Developed regions are still the main arena, but interest and investments in emerging regions are growing. This report will show how top companies expand their markets, through which categories or claims, regions or pets, including both consumer and company responses to inflation.

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Key findings

Momentum and acquisitions

Pet care’s historic resilience to economic turmoil bodes well for its prospects. Top companies grow through momentum and acquisitions while some packaged food manufacturers are also keen to enter pet care and benefit from promising growth rates through to 2027.

Interest in developing regions

The US is the principal battleground for top pet care players as pet owners seek human-like products and are provided with such by top brand owners. Two players, Mars and Nestlé, generate 30% of global pet care value sales. However, their shares are being eroded, and developing regions represent a major avenue of opportunities for pet care players.

Strong flagship brands and diversifying brand portfolios

Most leading companies are highly dependent on their top three brands. Mars, Nestlé, JM Smucker and Spectrum are present with the most diverse portfolios. This means less consolidation which helps spread risk. Within pet care, pet products is the most consolidated in the market.

Market expansion through pet food, pet healthcare, or one-stop shop solution

Leading companies expand in three main ways: through specialisation in pet food and pet healthcare; by investing in developing regions which represent a major avenue of opportunities; and via encompassing most pet care categories in an attempt to become a one-stop shop solution.

Premiumisation strategies through health and sustainability

The premium price segment remains the most dynamic. Companies strengthen their positions in this segment by addressing demand for health, value-added products and sustainability.

Inflationary pressures

Resilience does not mean complete immunity. Immediate inflationary strategies increase unit price, revise pack size, ingredients and overall brand portfolios in the longer term.

Scope
Key findings
Companies at a glance
Industry dependence
Granularity of growth
Top two at a safe distance but potential to further erode their share
Emerging vs developed
North America principal battleground for top pet care players
Greater consolidation in pet products than in pet food
Little dependence diversity
Fast growth in domestic markets
Market expansion: Jack of all trades…or master of one?
Market expansion: Cat population growth presents further opportunities for players
Market expansion: Strong foothold from local players in promising Asian region
Premiumisation: An engine of growth, but value sales increments to be eroded
Premiumisation: Pet healthcare potential pushes leaders to innovate
Premiumisation: Major brands grow ethical and sustainable claims portfolios
Inflationary pressure: Pet care industry resilient but not resistant
Inflationary pressure: Consumer response vs company strategy
Strategies to follow
Prospects
Projected company sales: FAQs (1)
Projected company sales: FAQs (2)

Pet Care

This is the aggregation of pet food and pet products.

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