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Dog Food in
South Africa

Country Report

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Executive Summary

Jun 2019
PROSPECTS
Increasing dog food prices amid weak economic conditions polarising the category

Increased value growth in dog food was attributed to a continued rise in the average unit prices of dog food, driven by the increased cost of key ingredients such as grains due to drought in the recent past. South Africa’s stagnating economy combined with rising VAT, fuel prices and electricity tariffs have placed pressure on consumers.

Humanisation and premiumisation trends in dog food grow across price bands

Pet humanisation, which refers to pet owners treating their pets as part of the family, continues to grow. This is reflected in pet owners transitioning to “pet parents”, requiring pet food that follows human food trends, as well as spending more money on their pets.

Increasing ownership of small and medium-sized dogs drives flat volume growth

Dog ownership continued to increase, prompted by the need for companionship and security, coupled with a growing pet-inclusive lifestyle by empty nesters, young couples and working individuals. The growing emerging middle class is increasingly participating in this trend and opting for dog ownership rather than cats due to superstitious beliefs associated with cats.

COMPETITIVE LANDSCAPE
RCL Foods’ new dry pet food plant expands production capabilities and strengthens lead in dog food

Supermarkets continued to be the leading retailers in pet food, offering low prices and convenient grocery shopping for the entire family unit, including the family pets. Vet channels continued to grow, driven by humanisation and premiumisation trends.

Absolute Pets launches Lokuno premium private label dog food

Absolute Pets continued to grow as one of the leading pet stores due to increasing humanisation trends. These premium-positioned pet stores are located in malls and shopping centres across the country, with a growing presence as more branches open.

Pick ‘n’ Pay Pet Club encourages consumer spending on pet food

Pick ‘n’ Pay, one of the leading grocery retailers in the country, launched a Pet Club campaign late in 2018 to encourage customer spend on pet food in response to reduced consumer affordability. The Pet Club is membership-based and rewards customers with triple points when purchasing pet food at any Pick ‘n’ Pay store using the retailer’s Smart Shopper cards, whilst also providing members with exclusive discounts and offers.

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Dog Food in South Africa

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Overview

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

The Dog 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 Dog Food in South Africa?
  • What are the major brands in South Africa?
  • How fast are consumers trading up to prepared dog food?
  • How have pet specialists fared in recent 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.

Dog Food in South Africa - Category analysis

HEADLINES

PROSPECTS

Increasing dog food prices amid weak economic conditions polarising the category
Humanisation and premiumisation trends in dog food grow across price bands
Increasing ownership of small and medium-sized dogs drives flat volume growth

COMPETITIVE LANDSCAPE

RCL Foods’ new dry pet food plant expands production capabilities and strengthens lead in dog food
Absolute Pets launches Lokuno premium private label dog food
Pick ‘n’ Pay Pet Club encourages consumer spending on pet food

CATEGORY INDICATORS

Table 1 Dog Owning Households: % Analysis 2014-2019
Table 2 Dog Population 2014-2019
Table 3 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2014-2019

CATEGORY DATA

Summary 1 Dog Food by Price Band
Table 4 Sales of Dog Food by Category: Volume 2014-2019
Table 5 Sales of Dog Food by Category: Value 2014-2019
Table 6 Sales of Dog Food by Category: % Volume Growth 2014-2019
Table 7 Sales of Dog Food by Category: % Value Growth 2014-2019
Table 8 Sales of Dry Dog Food by Life-Cycle: % Value 2014-2018
Table 9 Sales of Wet Dog Food by Life-Cycle: % Value 2014-2018
Table 10 NBO Company Shares of Dog Food: % Value 2014-2018
Table 11 LBN Brand Shares of Dog Food: % Value 2015-2018
Table 12 LBN Brand Shares of Dog Treats: % Value 2015-2018
Table 13 Distribution of Dog Food by Format: % Value 2014-2019
Table 14 Forecast Sales of Dog Food by Category: Volume 2019-2024
Table 15 Forecast Sales of Dog Food by Category: Value 2019-2024
Table 16 Forecast Sales of Dog Food by Category: % Volume Growth 2019-2024
Table 17 Forecast Sales of Dog Food by Category: % Value Growth 2019-2024

Pet Care in South Africa - Industry Overview

EXECUTIVE SUMMARY

Pet care registers steady value growth while volume remains flat
Pet humanisation and premiumisation drive brand innovation despite tough economic conditions
RCL Foods leads the pet care market in 2018
Supermarkets channel leads pet food distribution
Low pet care volume growth expected over the forecast period

MARKET INDICATORS

Table 18 Pet Populations 2014-2019

MARKET DATA

Table 19 Sales of Pet Food by Category: Volume 2014-2019
Table 20 Sales of Pet Care by Category: Value 2014-2019
Table 21 Sales of Pet Food by Category: % Volume Growth 2014-2019
Table 22 Sales of Pet Care by Category: % Value Growth 2014-2019
Table 23 NBO Company Shares of Pet Food: % Value 2014-2018
Table 24 LBN Brand Shares of Pet Food: % Value 2015-2018
Table 25 NBO Company Shares of Dog and Cat Food: % Value 2014-2018
Table 26 LBN Brand Shares of Dog and Cat Food: % Value 2015-2018
Table 27 Penetration of Private Label in Pet Care by Category: % Value 2014-2019
Table 28 Distribution of Pet Care by Format: % Value 2014-2019
Table 29 Distribution of Pet Care by Format and Category: % Value 2019
Table 30 Distribution of Dog and Cat Food by Format: % Value 2014-2019
Table 31 Distribution of Dog and Cat Food by Format and Category: % Value 2019
Table 32 Forecast Sales of Pet Food by Category: Volume 2019-2024
Table 33 Forecast Sales of Pet Care by Category: Value 2019-2024
Table 34 Forecast Sales of Pet Food by Category: % Volume Growth 2019-2024
Table 35 Forecast Sales of Pet Care by Category: % Value Growth 2019-2024

DEFINITIONS

SOURCES

Summary 2 Research Sources