The ongoing premiumisation of pet food is driven by the owners’ desire for their pets to be fed with dishes and treats that imitate human tastes and nutritional needs. A growing number of pet owners are starting to scrutinise products for premium, fresh, natural, healthy ingredients and this forces manufacturers to be more transparent in their labelling, using clean label descriptions such as “all-natural” or “free from”.
Inventions such as the Pedaldish have been born from the need to solve problems that may lead to illness or health issues in pets. The Pedaldish keeps food, that is put out for pets while their owners are out at work, fresh.
Mars Petcare and Nestlé Purina remain at the forefront of pet food and pet care, with their household brand names such as Pedigree, Whiskas, Sheba and Cesar, and Purina, Bakers, Go Cat and Winalot, respectively. However, smaller brands and private label ranges are gradually eroding the value shares of the two leading players by bringing out products that accord with owners’ desire to feed and treat their pets with more natural ingredients, more targeted nutrition or even luxury treats.
Most pet food is sold through modern grocery retailers, for the convenience and affordability, although pet shops and pet superstores still retain a significant value share. However, internet retailing continues to gain value share from the main channels in both pet food and pet products.
Decreasing dog ownership, and declining volumes per purchase of both dog and cat food as owners choose smaller pack sizes and make fewer shopping trips, will see pet food volume sales continue to decline over the forecast period.
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This industry report originates from Passport, our Pet Care market research database.