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Pet Care in Australia
May 2022
Pet care in 2022: The big picture
Pet food in Australia maintained growth in current value terms in 2021, and this is set to continue in 2022, as the premiumisation and humanisation trends continue to drive the industry. Consumers are feeding their pets premium products or mixing premium with mid-range products to ensure wholesome nutrition for their pets.
2022 key trends
Consumers prioritise a wholesome diet that is nutritionally adequate and safe for their pets. However, as pet owners increasingly consider pets to be part of their family, there has also been a rising emphasis on ensuring pets have a varied and exciting culinary experience.
Competitive landscape
Larger multinational players remained the top performers in pet care in 2021, with limited changes across the competitive landscape. That said, the competition between top brands and smaller premium players is intensifying.
Retailing developments
Consumers are leaning favourably into the online subscription model in pet care due to excellent customer service, customised orders based on pet preferences and dietary needs, as well as ease of shopping. Subscriptions and custom baskets are creating a buzz in pet food, with their personalised service leading consumers to switch channels for pet food purchases.
What next for pet care?
As premiumisation and humanisation continue to massively influence the pet care industry, economy and mid-priced brands are likely to suffer the brunt of these trends. Private label has already been feeling this impact uncomfortably, as leading incumbents have been phasing out their budget-friendly pet food options.
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Overview:
Understand the latest market trends and future growth opportunities for the Pet Care industry in Australia 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
Cat Food
Dog Food
Other Pet Food
Pet Products
If you're in the Pet Care industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Pet Care in Australia 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 Pet Care in Australia?
Which are the leading brands in Pet Care in Australia?
How are products distributed in Pet Care in Australia?
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?
Pet Care in Australia
EXECUTIVE SUMMARY
Pet care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for pet care?
MARKET INDICATORS
Table 1 Pet Populations 2017-2022
MARKET DATA
Table 2 Sales of Pet Food by Category: Volume 2017-2022Table 3 Sales of Pet Care by Category: Value 2017-2022Table 4 Sales of Pet Food by Category: % Volume Growth 2017-2022Table 5 Sales of Pet Care by Category: % Value Growth 2017-2022Table 6 NBO Company Shares of Pet Food: % Value 2017-2021Table 7 LBN Brand Shares of Pet Food: % Value 2018-2021Table 8 NBO Company Shares of Dog and Cat Food: % Value 2017-2021Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2018-2021Table 10 Penetration of Private Label in Pet Care by Category: % Value 2017-2022Table 11 Distribution of Pet Care by Format: % Value 2017-2022Table 12 Distribution of Pet Care by Format and Category: % Value 2022Table 13 Distribution of Dog and Cat Food by Format: % Value 2017-2022Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2022Table 15 Forecast Sales of Pet Food by Category: Volume 2022-2027Table 16 Forecast Sales of Pet Care by Category: Value 2022-2027Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2022-2027Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
Other Pet Food in Australia
KEY DATA FINDINGS
2022 DEVELOPMENTS
Strong growth for other pet food following the pandemic
Birds become popular for older pet owners, boosting sales
Desire for companionship fuels ownership of pets such as fish
PROSPECTS AND OPPORTUNITIES
Continued growth, although slower than food for other pets
Clean labels and health claims influence purchasing decisions
Private label set to provide greater competition to Mars Australia
CATEGORY INDICATORS
Table 19 Other Pet Population 2017-2022
CATEGORY DATA
Table 20 Sales of Other Pet Food by Category: Volume 2017-2022Table 21 Sales of Other Pet Food by Category: Value 2017-2022Table 22 Sales of Other Pet Food by Category: % Volume Growth 2017-2022Table 23 Sales of Other Pet Food by Category: % Value Growth 2017-2022Table 24 LBN Brand Shares of Bird Food: % Value 2018-2021Table 25 LBN Brand Shares of Fish Food: % Value 2018-2021Table 26 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2018-2021Table 27 Distribution of Other Pet Food by Format: % Value 2017-2022Table 28 Forecast Sales of Other Pet Food by Category: Volume 2022-2027Table 29 Forecast Sales of Other Pet Food by Category: Value 2022-2027Table 30 Forecast Sales of Other Pet Food by Category: % Volume Growth 2022-2027Table 31 Forecast Sales of Other Pet Food by Category: % Value Growth 2022-2027
Pet Products in Australia
KEY DATA FINDINGS
2022 DEVELOPMENTS
Preference for natural and sustainable hygiene solutions
Pet dietary supplements presents opportunities for growth
Pet owners expected to continue pampering their pets despite changes in lifestyle
PROSPECTS AND OPPORTUNITIES
Accelerated growth of e-commerce pushing players to build their capabilities
Smarter solutions offer opportunities for players
Pet dietary supplements expected to see stronger growth in the forecast period
CATEGORY DATA
Table 32 Sales of Pet Products by Category: Value 2017-2022Table 33 Sales of Pet Products by Category: % Value Growth 2017-2022Table 34 Sales of Pet Healthcare by Type: % Value 2017-2022Table 35 Sales of Other Pet Products by Type: % Value 2017-2022Table 36 NBO Company Shares of Pet Products: % Value 2017-2021Table 37 LBN Brand Shares of Pet Products: % Value 2018-2021Table 38 Distribution of Pet Products by Format: % Value 2017-2022Table 39 Forecast Sales of Pet Products by Category: Value 2022-2027Table 40 Forecast Sales of Pet Products by Category: % Value Growth 2022-2027
Dog Food in Australia
KEY DATA FINDINGS
2022 DEVELOPMENTS
Pet parents look for functional dog treats with human-grade ingredients
Customisation and tailored nutrition continue to evolve and grow
Shift to focus on alternative proteins due to rising concerns regarding climate change
PROSPECTS AND OPPORTUNITIES
Food options in different formats and textures expected to witness strong growth
Meal kit services for dogs changing the category landscape
Personalised meal solutions set to pave the way for future growth
CATEGORY INDICATORS
Table 41 Dog Owning Households: % Analysis 2017-2022Table 42 Dog Population 2017-2022Table 43 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2017-2022
CATEGORY DATA
Summary 2 Dog Food by Price Band 2022Table 44 Sales of Dog Food by Category: Volume 2017-2022Table 45 Sales of Dog Food by Category: Value 2017-2022Table 46 Sales of Dog Food by Category: % Volume Growth 2017-2022Table 47 Sales of Dog Food by Category: % Value Growth 2017-2022Table 48 Sales of Dry Dog Food by Life-Cycle: % Value 2017-2022Table 49 Sales of Wet Dog Food by Life-Cycle: % Value 2017-2022Table 50 NBO Company Shares of Dog Food: % Value 2017-2021Table 51 LBN Brand Shares of Dog Food: % Value 2018-2021Table 52 LBN Brand Shares of Dog Treats and Mixers: % Value 2018-2021Table 53 Distribution of Dog Food by Format: % Value 2017-2022Table 54 Forecast Sales of Dog Food by Category: Volume 2022-2027Table 55 Forecast Sales of Dog Food by Category: Value 2022-2027Table 56 Forecast Sales of Dog Food by Category: % Volume Growth 2022-2027Table 57 Forecast Sales of Dog Food by Category: % Value Growth 2022-2027
Cat Food in Australia
KEY DATA FINDINGS
2022 DEVELOPMENTS
Premiumisation maintains strong growth
Sustainability remains a priority
Treats continues to witness strong growth
PROSPECTS AND OPPORTUNITIES
Nature-inspired diets pose the opportunity for exploration and growth
Mars continues to be the frontrunner
Supermarkets remains strong, enabling wide reach
CATEGORY INDICATORS
Table 58 Cat Owning Households: % Analysis 2017-2022Table 59 Cat Population 2017-2022Table 60 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2017-2022
CATEGORY DATA
Summary 3 Cat Food by Price Band 2022Table 61 Sales of Cat Food by Category: Volume 2017-2022Table 62 Sales of Cat Food by Category: Value 2017-2022Table 63 Sales of Cat Food by Category: % Volume Growth 2017-2022Table 64 Sales of Cat Food by Category: % Value Growth 2017-2022Table 65 Sales of Dry Cat Food by Life-Cycle: % Value 2017-2022Table 66 Sales of Wet Cat Food by Life-Cycle: % Value 2017-2022Table 67 NBO Company Shares of Cat Food: % Value 2017-2021Table 68 LBN Brand Shares of Cat Food: % Value 2018-2021Table 69 LBN Brand Shares of Cat Treats and Mixers: % Value 2018-2021Table 70 Distribution of Cat Food by Format: % Value 2017-2022Table 71 Forecast Sales of Cat Food by Category: Volume 2022-2027Table 72 Forecast Sales of Cat Food by Category: Value 2022-2027Table 73 Forecast Sales of Cat Food by Category: % Volume Growth 2022-2027Table 74 Forecast Sales of Cat Food by Category: % Value Growth 2022-2027
The following categories and subcategories are included:
Pet Care
Cat Treats and Mixers
Economy Dry Cat Food
Mid-Priced Dry Cat Food
Premium Therapeutic Dry Cat Food
Premium Non-Therapeutic Dry Cat Food
Economy Wet Cat Food
Mid-Priced Wet Cat Food
Premium Therapeutic Wet Cat Food
Premium Non-Therapeutic Wet Cat Food
Dog Treats and Mixers
Economy Dry Dog Food
Mid-Priced Dry Dog Food
Premium Therapeutic Dry Dog Food
Premium Non-Therapeutic Dry Dog Food
Economy Wet Dog Food
Mid-Priced Wet Dog Food
Premium Therapeutic Wet Dog Food
Premium Non-Therapeutic Wet Dog Food
Bird Food
Fish Food
Small Mammal/Reptile Food
Cat Litter
Pet Healthcare
Other Pet Products
Pet Care
This is the aggregation of pet food and pet products.