Executive Summary

Jun 2019
Steady value growth for pet care as pet humanisation leads to higher average spend

Despite contracting volume sales of pet food, pet care in Ireland is maintaining steady value growth. Consumers, especially millennials, are willing to spend more on pet care as pet humanisation and the premiumisation of products accelerate.

Human food fads continue to extend into pet food

Human trends, such as positive nutrition, seeking natural ingredients, clean label (no artificial colourings or preservatives), free-from and paleo foods, have crossed over into pet food. Other key trends include high-protein and high-meat content, which is related to pet owners’ search for higher-quality pet food products.

Mars remains at the top but is challenged by smaller players with premium aspirations

Mars Foods Ireland Ltd remains the clear leading player in pet care, holding the top position in a number of categories, notably dog and cat food, cat litter and other pet food. The company continues to invest in new product development to stave off the challenge from smaller brands, which offer complete nutrition or functional pet food.

Discounters and internet retailing in the spotlight

The distribution of pet care in Ireland continues to experience shifts. Pet shops, pet superstores and internet retailing are seeing the greatest gains, but the discounters channel is also becoming more important, while supermarkets and hypermarkets are losing distribution share.

Pet humanisation trend to underlie continued growth of pet care

The value growth of pet care in current terms is expected to be higher in the forecast period than in the review period, due to the continued premiumisation of pet care as consumers seek the best for their beloved pets. However, Brexit is a significant threat that could hinder growth, with some economists predicting that a “hard Brexit” could have an even bigger impact on Ireland than on the UK.

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Pet Care in Ireland

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Ireland for free:

The Pet Care in Ireland 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 Pet Care in Ireland?
  • What are the major brands in Ireland?
  • How did the downturn affect pet care spending?
  • Which is the best-performing category within pet care?
  • Which is the fastest-growing pet food manufacturer?
  • How have pet specialists fared in recent years?
  • What are growth prospects for pet care in the next 5 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.

Pet Care in Ireland

EXECUTIVE SUMMARY

Steady value growth for pet care as pet humanisation leads to higher average spend
Human food fads continue to extend into pet food
Mars remains at the top but is challenged by smaller players with premium aspirations
Discounters and internet retailing in the spotlight
Pet humanisation trend to underlie continued growth of pet care

MARKET INDICATORS

Table 1 Pet Populations 2014-2019

MARKET DATA

Table 2 Sales of Pet Food by Category: Volume 2014-2019
Table 3 Sales of Pet Care by Category: Value 2014-2019
Table 4 Sales of Pet Food by Category: % Volume Growth 2014-2019
Table 5 Sales of Pet Care by Category: % Value Growth 2014-2019
Table 6 NBO Company Shares of Pet Food: % Value 2014-2018
Table 7 LBN Brand Shares of Pet Food: % Value 2015-2018
Table 8 NBO Company Shares of Dog and Cat Food: % Value 2014-2018
Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2015-2018
Table 10 Penetration of Private Label in Pet Care by Category: % Value 2014-2019
Table 11 Distribution of Pet Care by Format: % Value 2014-2019
Table 12 Distribution of Pet Care by Format and Category: % Value 2019
Table 13 Distribution of Dog and Cat Food by Format: % Value 2014-2019
Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2019
Table 15 Forecast Sales of Pet Food by Category: Volume 2019-2024
Table 16 Forecast Sales of Pet Care by Category: Value 2019-2024
Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2019-2024
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2019-2024

DEFINITIONS

SOURCES

Summary 1 Research Sources

Cat Food in Ireland

HEADLINES

PROSPECTS

Cat owners prefer more premium nutritional cat food
Value sales boosted by packaging format shift towards pouches
Humanisation trend increases demand for luxury cat food and variety

COMPETITIVE LANDSCAPE

Brands address demand for high-quality nutritional food
Pet specialists and internet retailing gain ground in terms of distribution but fail to overtake established supermarkets
Producers like James Wellbeloved focus on cat food that is both healthy and palatable

CATEGORY INDICATORS

Table 19 Cat Owning Households: % Analysis 2014-2019
Table 20 Cat Population 2014-2019
Table 21 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2014-2019

CATEGORY DATA

Summary 2 Cat Food by Price Band
Table 22 Sales of Cat Food by Category: Volume 2014-2019
Table 23 Sales of Cat Food by Category: Value 2014-2019
Table 24 Sales of Cat Food by Category: % Volume Growth 2014-2019
Table 25 Sales of Cat Food by Category: % Value Growth 2014-2019
Table 26 Sales of Dry Cat Food by Life-Cycle: % Value 2014-2018
Table 27 Sales of Wet Cat Food by Life-Cycle: % Value 2014-2018
Table 28 NBO Company Shares of Cat Food: % Value 2014-2018
Table 29 LBN Brand Shares of Cat Food: % Value 2015-2018
Table 30 LBN Brand Shares of Cat Treats: % Value 2015-2018
Table 31 Distribution of Cat Food by Format: % Value 2014-2019
Table 32 Forecast Sales of Cat Food by Category: Volume 2019-2024
Table 33 Forecast Sales of Cat Food by Category: Value 2019-2024
Table 34 Forecast Sales of Cat Food by Category: % Volume Growth 2019-2024
Table 35 Forecast Sales of Cat Food by Category: % Value Growth 2019-2024

Dog Food in Ireland

HEADLINES

PROSPECTS

Demand for convenience boosts sales of dog food in pouch format
Nutrition is at the forefront of dog food choices
Consumers seek authentic and locally-sourced dog food

COMPETITIVE LANDSCAPE

Mars and Nestlé Purina hold onto the lead despite threat from private label
Mackle Petfoods focuses on natural and functional dog food, whilst Red Mills addresses consumer demand for locally-sourced ingredients
Humanisation trend influences innovation in dog treats

CATEGORY INDICATORS

Table 36 Dog Owning Households: % Analysis 2014-2019
Table 37 Dog Population 2014-2019
Table 38 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2014-2019

CATEGORY DATA

Summary 3 Dog Food by Price Band
Table 39 Sales of Dog Food by Category: Volume 2014-2019
Table 40 Sales of Dog Food by Category: Value 2014-2019
Table 41 Sales of Dog Food by Category: % Volume Growth 2014-2019
Table 42 Sales of Dog Food by Category: % Value Growth 2014-2019
Table 43 Sales of Dry Dog Food by Life-Cycle: % Value 2014-2018
Table 44 Sales of Wet Dog Food by Life-Cycle: % Value 2014-2018
Table 45 NBO Company Shares of Dog Food: % Value 2014-2018
Table 46 LBN Brand Shares of Dog Food: % Value 2015-2018
Table 47 LBN Brand Shares of Dog Treats: % Value 2015-2018
Table 48 Distribution of Dog Food by Format: % Value 2014-2019
Table 49 Forecast Sales of Dog Food by Category: Volume 2019-2024
Table 50 Forecast Sales of Dog Food by Category: Value 2019-2024
Table 51 Forecast Sales of Dog Food by Category: % Volume Growth 2019-2024
Table 52 Forecast Sales of Dog Food by Category: % Value Growth 2019-2024

Other Pet Food in Ireland

HEADLINES

PROSPECTS

Other pet population continues to decline in Ireland as dogs and cats are favoured
Exotic reptiles and tropical fish are profitable for retailers
Small mammals suit smaller living spaces

COMPETITIVE LANDSCAPE

Mars Foods Ireland continues to lead with fish and bird food, followed by Supreme Petfoods with high-fibre nutrition for small mammals
Burgess focuses on premium, healthy, functional other pet food, whilst Tetra remains innovative
Supermarkets leads distribution, but specialist pet stores become more important

CATEGORY INDICATORS

Table 53 Other Pet Population 2014-2019

CATEGORY DATA

Table 54 Sales of Other Pet Food by Category: Volume 2014-2019
Table 55 Sales of Other Pet Food by Category: Value 2014-2019
Table 56 Sales of Other Pet Food by Category: % Volume Growth 2014-2019
Table 57 Sales of Other Pet Food by Category: % Value Growth 2014-2019
Table 58 LBN Brand Shares of Bird Food: % Value 2015-2018
Table 59 LBN Brand Shares of Fish Food: % Value 2015-2018
Table 60 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2015-2018
Table 61 Distribution of Other Pet Food by Format: % Value 2014-2019
Table 62 Forecast Sales of Other Pet Food by Category: Volume 2019-2024
Table 63 Forecast Sales of Other Pet Food by Category: Value 2019-2024
Table 64 Forecast Sales of Other Pet Food by Category: % Volume Growth 2019-2024
Table 65 Forecast Sales of Other Pet Food by Category: % Value Growth 2019-2024

Pet Products in Ireland

HEADLINES

PROSPECTS

Pet humanisation trend increases sales of accessories
Higher-quality and portable pet products in demand
Pet healthcare set to perform best over forecast period due to owners’ close bond with pets

COMPETITIVE LANDSCAPE

Owners seek luxury pet products as well as value-for-money items
Innovation continues in pet products, with the humanisation trend leading to new services for pets
Pet shops and pet superstores remain strong whilst internet retailing competes on price

CATEGORY DATA

Table 66 Sales of Pet Products by Category: Value 2014-2019
Table 67 Sales of Pet Products by Category: % Value Growth 2014-2019
Table 68 Sales of Pet Healthcare by Type: % Value 2014-2019
Table 69 Sales of Other Pet Products by Type: % Value 2014-2019
Table 70 NBO Company Shares of Pet Products: % Value 2014-2018
Table 71 LBN Brand Shares of Pet Products: % Value 2015-2018
Table 72 Distribution of Pet Products by Format: % Value 2014-2019
Table 73 Forecast Sales of Pet Products by Category: Value 2019-2024
Table 74 Forecast Sales of Pet Products by Category: % Value Growth 2019-2024