As in the previous year, notable growth was seen in pet treats and the relatively new pet food toppers/mixers, with pet owners more inclined to indulge their pets due to the fact that they are increasingly seen as members of the family. Other pet food saw only modest value and volume growth.
New Zealand has long been a world-renowned exporter of meat due to its stringent processes related to food safety, hence the nation is highly regarded for the premium quality of its exports. With the increasing premiumisation of food, pet food manufacturers increasingly look to New Zealand to import the ingredients for their products, primarily meat and seafood products such as lamb, beef, king salmon, hoki and green-lipped mussels.
Household brands owned by players such as such as Mars and Nestlé Purina still account for a large portion of sales within the pet food industry, with Heinz Wattie’s Ltd remaining in third spot, despite a slight reduction in value share in 2018. The Real Pet Food Co, now part of New Hope Group Ltd, continues to strengthen its foothold within the top five pet food manufacturers.
Several pet food manufacturers and retailers have seen strong growth in internet retailing year on year, and the distribution channel is projected to continue this growth as more consumers demand online services such as bulk pet food subscription or click and collect from major retailers like Animates and Countdown. This increase in demand is mostly because time-poor consumers highly value convenience and such services meet their needs.
Over the forecast period, annual volume growth will slow down within pet food, stagnating year on year between 2019 and 2024. In addition to the declining pet population, pet owners also have an increasing preference for smaller dogs, which require less food.
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Discover the latest market trends and uncover sources of future market growth for the Pet Care industry in New Zealand with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Pet Care market research database.