Executive Summary

Apr 2019
PROSPECTS
Pet technology increasingly relied on by pet owners

On the back of the humanisation and premiumisation trends, gadgets that offer convenience are expected to do well in the forecast period as pet owners turn towards technology to enhance both their lives and their pets’ wellbeing. These gadgets are primarily aimed at time-poor pet owners who may not have the time to interact, play with or feed their pets during the day.

Pet healthcare and dietary supplements to continue growing as pet owners become more invested in pet health

Consistent with the health and wellbeing trend, more pet owners are investing time and money to ensure that their pets get the best healthcare possible. Pet owners are increasingly turning to the advice of vets to maintain their pets’ health.

COMPETITIVE LANDSCAPE
Growth of internet retailing poses challenge to speciality pet stores

The growing importance of omnichannel marketing has been seen in the pet care industry, especially for pet products that are traditionally mainly sold through pet stores. Time-poor and tech-savvy consumers are gradually adopting online shopping, propelling the growth of internet retailers.

Large corporations still control the majority of pet healthcare sales

Bayer New Zealand Ltd and Merial Ancare Ltd continue to dominate pet healthcare. With the continued popularity of flea treatments and price increases due to increasing demand, it is expected that brands under the portfolio of Bayer New Zealand Ltd, such as Advocate, Drontal, and Advantage, will continue to hold a large share of pet healthcare sales as pet owners highly trust these established brands.

Local companies doing well in other pet products and dietary supplements

Despite its gradual shift in focus towards cats and dogs, Masterpet retains the top position when it comes to pet products. However, local companies such as Petware Ltd and Pet Zone Ltd are consistently growing year on year, maintaining their respective positions in the top five of pet products overall.

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Pet Products in New Zealand

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Overview

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

The Pet Products in New Zealand market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic 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 Products in New Zealand?
  • What are the major brands in New Zealand?
  • What are the key product launches?
  • How have worming and flea product fared against other products within pet healthcare?

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 Products in New Zealand - Category analysis

HEADLINES

PROSPECTS

Pet technology increasingly relied on by pet owners
Pet healthcare and dietary supplements to continue growing as pet owners become more invested in pet health

COMPETITIVE LANDSCAPE

Growth of internet retailing poses challenge to speciality pet stores
Large corporations still control the majority of pet healthcare sales
Local companies doing well in other pet products and dietary supplements

CATEGORY DATA

Table 1 Sales of Pet Products by Category: Value 2014-2019
Table 2 Sales of Pet Products by Category: % Value Growth 2014-2019
Table 3 Sales of Pet Healthcare by Type: % Value 2014-2019
Table 4 Sales of Other Pet Products by Type: % Value 2014-2019
Table 5 NBO Company Shares of Pet Products: % Value 2014-2018
Table 6 LBN Brand Shares of Pet Products: % Value 2015-2018
Table 7 Distribution of Pet Products by Format: % Value 2014-2019
Table 8 Forecast Sales of Pet Products by Category: Value 2019-2024
Table 9 Forecast Sales of Pet Products by Category: % Value Growth 2019-2024

Pet Care in New Zealand - Industry Overview

EXECUTIVE SUMMARY

Pet treats and mixers drive overall pet food industry growth
Increase in demand for New Zealand-sourced ingredients offers export opportunities
Key players remain at the top
Online distribution channel set to grow exponentially within pet food
Growth to remain conservative in the forecast period

MARKET INDICATORS

Table 10 Pet Populations 2014-2019

MARKET DATA

Table 11 Sales of Pet Food by Category: Volume 2014-2019
Table 12 Sales of Pet Care by Category: Value 2014-2019
Table 13 Sales of Pet Food by Category: % Volume Growth 2014-2019
Table 14 Sales of Pet Care by Category: % Value Growth 2014-2019
Table 15 NBO Company Shares of Pet Food: % Value 2014-2018
Table 16 LBN Brand Shares of Pet Food: % Value 2015-2018
Table 17 NBO Company Shares of Dog and Cat Food: % Value 2014-2018
Table 18 LBN Brand Shares of Dog and Cat Food: % Value 2015-2018
Table 19 Penetration of Private Label in Pet Care by Category: % Value 2014-2019
Table 20 Distribution of Pet Care by Format: % Value 2014-2019
Table 21 Distribution of Pet Care by Format and Category: % Value 2019
Table 22 Distribution of Dog and Cat Food by Format: % Value 2014-2019
Table 23 Distribution of Dog and Cat Food by Format and Category: % Value 2019
Table 24 Forecast Sales of Pet Food by Category: Volume 2019-2024
Table 25 Forecast Sales of Pet Care by Category: Value 2019-2024
Table 26 Forecast Sales of Pet Food by Category: % Volume Growth 2019-2024
Table 27 Forecast Sales of Pet Care by Category: % Value Growth 2019-2024

DEFINITIONS

SOURCES

Summary 1 Research Sources