Innovation in Pet Food: Premiumisation and Segmentation

Introduction

Scope

Key findings

Overview

Regional diversity

Small dogs at the heart of segmentation…

…but cats are gaining the upper hand as attitudes shift

Chinese pet population is a boon for the industry

Global premiumisation still driving the industry

Reinventing Premiumisation

The evolution of premium

Premiumisation in Mexico: Neovia

Premiumisation in Mexico: grupo Acuario Llomas

Premiumisation drives local manufacturers in China

China: good prospects for Rongxi

Brazilian local players exploit natural to boost premiumisation

Premier Pet introduces premium offering

Private label premiumisation in Norway

Private label in Germany: betting on “wild” diets

Segmentation

Breed and lifestyle

Increasing segmentation in the Czech Republic

Japan shifts

Senior pets provide fertile ground for innovation

Segmentation is key for national players

Wet categories attract investment in Brazil

Leading Brazilian manufacturers expand to wet food…

…as well as national ones

National and Locally Sourced

Provenance and local sourcing: A key strategy

“Made in Norway” drives shares

From Canada directly to the world

Germany

Domestic and local positioning in Finland

Food Processes and Textures

Beyond extruded

Cold pressed

Gently baked

Freeze-dried and air-dried

Purée, liquid and paste

Purée and hand feeding

Soups and broths as new textures

Conclusions

In conclusion

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