Competitive Landscape
Mars and Nestlé Purina Leverage Scale and Innovation to Sustain Positions Amid Shifting Shares
The dog food landscape in New Zealand remained notably concentrated in 2025, led by Mars New Zealand Ltd and Nestlé Purina PetCare New Zealand with respective value shares of 20% and 19%. Despite these modest share declines over the review period, these two companies maintain their leadership through their extensive brand portfolios that include Pedigree, My Dog, and Eukanuba for Mars, and leading brand Tux for Nestlé Purina, in addition to strong supermarket distribution.
Taste of the Wild’S Accessible Premium Innovation Intensifies Mid-Tier Competition
A key innovation influencing the dog food landscape is the expansion of Taste of the Wild’s grain-free, high-protein dry food range featuring novel proteins such as bison, venison and salmon. This range is distributed through pet specialists and e-commerce platforms, targeting value-conscious premium consumers seeking natural, functional nutrition.
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Overview:
Understand the latest market trends and future growth opportunities for the Dog Food industry in New Zealand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Dog Food industry in New Zealand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Dog Food in New Zealand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Dog Food in New Zealand?
- Which are the leading brands in Dog Food in New Zealand?
- How are products distributed in Dog Food in New Zealand?
- How is the rise of e-commerce impacting the retail environment and consumer engagement?
- How are fashions and values in human food echoed in food for pets?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
Dog Food in New Zealand - Category analysis
Key Data Insights
Premium and Functional Formats Drive Value Amid Volume Moderation
Premium and Functional Formats Drive Value Amid Volume Moderation
Wet Dog Food Drives Volumes, While Treat Innovation Leads to Dynamic Growth
Petdirect’S Omnichannel Growth Accelerates Premium and Functional Sales
Premium and Functional Products to Drive Growth Despite Volume Constraints
Innovators to Prioritise Natural Ingredients and Personalised Nutrition for Differentiation
Retailers and Brands to Leverage Omnichannel Strategies to Capture Premium Demand
Mars and Nestlé Purina Leverage Scale and Innovation to Sustain Positions Amid Shifting Shares
Taste of the Wild’S Accessible Premium Innovation Intensifies Mid-Tier Competition
Supermarkets Anchor Routine Purchases Amid Shifting Channel Dynamics
E-Commerce and Specialty Retailers Accelerate Growth through Premium Focus
Pet Care in New Zealand - Industry Overview
Economic Caution Limits Volume Growth Despite Value Resilience
Key Data Insights
Economic Caution Limits Volume Growth Despite Value Resilience
Cat Food Resilience and the Rise of Preventative Care
Artificial Intelligence and the Rise of Premium Pet Tech
Households to Prioritise Essential and High-Utility Pet Care Products Amid Cautious Spending
Cat Food to Gain Further Ground, While Pet Products Offers Premium Growth Potential
Specialist and E-Commerce Channels to Capture Premium Growth with Science-Backed Products
Mars and Nestlé Purina Defend Leadership While Ebos Accelerates in Specialist Channels
Petdirect’S M-Pets Launch Highlights Innovation in Lifestyle Essentials and E-Commerce
Supermarkets Retains Dominance While Specialist Channels Accelerate Growth
Petdirect’S Omnichannel Approach Drives Specialist and Online Success
Evolving Consumer Priorities and Formulation Advancements
Technological Integration and Novel Delivery Formats
Strategic Realignment and Competitive Polarisation
Country Reports Disclaimer
The following categories and subcategories are included:
Dog Food
- Dog Treats and Mixers
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- Economy Dry Dog Food
- Mid-Priced Dry Dog Food
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- Premium Therapeutic Dry Dog Food
- Premium Non-Therapeutic Dry Dog Food
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- Economy Wet Dog Food
- Mid-Priced Wet Dog Food
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- Premium Therapeutic Wet Dog Food
- Premium Non-Therapeutic Wet Dog Food
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 report originates from Passport, our Dog Food research and analysis database.
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