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.
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.
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.
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 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, 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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This industry report originates from Passport, our Pet Care market research database.