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Strategy Briefing

Premiumisation in The Age of Pet Parenthood

Apr 2016

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

With a growing number of pet owners around the world now referring to themselves as pet “parents”, consumer demand for everything from grain-free and frozen pet food to such products as licensed clothing and smartphone-controlled electronic toys is exhibiting strong growth. Which products have caught the premium zeitgeist in the pet care market over recent years, how have they done it, and with the premiumisation juggernaut showing no sign of slowing down, how is this trend likely to evolve?

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Overview

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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.

Premiumisation is here to stay

Pet care premiumisation is being driven by a host of socioeconomic factors (such as longer life expectancy, delayed marriage and childbirth, reduced fertility rates and social atomisation), and it appears set to deepen.

My furry baby

The gap between human and pet food continues to narrow, with a growing number of pet food offerings marketed as grain-free, all-natural, raw or containing superfood ingredients. In some ways, the premium pet food segment increasingly resembles the baby food market.

Emerging market pet parents

The pet parenthood trend is percolating down from developed economies to middle-class, urban and westernised consumers in emerging markets, creating new markets for premium pet food and products.

Porky pets

Obesity rates among pets are on the rise, as is awareness of this problem among owners (albeit at a slower rate). This is driving strong growth in demand for health and wellness pet food, as well as gadgets to help owners monitor how much exercise and food their pet is getting.

The connected, and branded, pet

With regard to such pet products as toys, clothing and accessories, premiumisation is increasingly being driven by branding (celebrities, luxury goods brands and even sports teams) and electronics gadgets that enable owners to track their pets and interact with them remotely.

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introduction

Scope

Key Findings

Global Overview

Dog and cat food drive growth in global sales

Latin America and Asia Pacific increasingly important

Premium dog and cat food the key growth drivers

Premium cat food struggling in some European markets

Premium cat food sales more than treble in Chile

Premium dog food now a US$10 billion market in the US

China among best-performing premium dog food markets

Demand Factors

Pet parents, not owners

Health and wellness drives s ales of “natural” products

The emergence of the BRIC pet owner

Sustainability rising up the consumer agenda

The rise of the pet foodie

A new generation of indulgent owners

Celebrity culture increasingly visible

New Product Development in Pet Food

Nestlé bets on indigenous superfoods in Brazil

Freshpet puts refrigerators in the pet food aisle

Aggressive marketing pays dividends for Blue Buffalo

Food in the raw

Is customisation a bridge too far?

Porky pets drive demand for weight management

Going gourmet with Lily’s Kitchen

Can private label crack the premium segment?

New Product Development in Pet Treats

Natural trend percolates down to treats

Can artisanal pet treats go mainstream?

Consumers paying increased attention to sourcing

Treats for rabbits see modest success in Taiwan

Pet treats as seasonal presents

New Product Development in Pet Products

Natural ingredients gain traction in cat litter

Have pet , will travel

Smartphone-controlled feeder joins the anti-obesity fight

Do not leave your pet home alone

The quantified pet

Raw food trend an opportunity for pet dietary supplements

Designer licensed pet clothing and accessories proliferate

outlook

Premiumisation trend set to maintain its momentum

Sustainability set to rise up the agenda

Seaweed and insects as sustainable protein sources?

Retailing a lifestyle

Crowdfunding u ps the pace of innovation in pet products

Final conclusions

Report Definitions

Report terminology

Product category definitions

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Megatrends

Strategy Briefing

Premiumisation in The Age of Pet Parenthood

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Premiumisation is here to stay

My furry baby

Emerging market pet parents

Porky pets

The connected, and branded, pet

Want to find out more about this report?

Table of Contents

introduction

Scope

Key Findings

Global Overview

Dog and cat food drive growth in global sales

Latin America and Asia Pacific increasingly important

Premium dog and cat food the key growth drivers

Premium cat food struggling in some European markets

Premium cat food sales more than treble in Chile

Premium dog food now a US$10 billion market in the US

China among best-performing premium dog food markets

Demand Factors

Pet parents, not owners

Health and wellness drives s ales of “natural” products

The emergence of the BRIC pet owner

Sustainability rising up the consumer agenda

The rise of the pet foodie

A new generation of indulgent owners

Celebrity culture increasingly visible

New Product Development in Pet Food

Nestlé bets on indigenous superfoods in Brazil

Freshpet puts refrigerators in the pet food aisle

Aggressive marketing pays dividends for Blue Buffalo

Food in the raw

Is customisation a bridge too far?

Porky pets drive demand for weight management

Going gourmet with Lily’s Kitchen

Can private label crack the premium segment?

New Product Development in Pet Treats

Natural trend percolates down to treats

Can artisanal pet treats go mainstream?

Consumers paying increased attention to sourcing

Treats for rabbits see modest success in Taiwan

Pet treats as seasonal presents

New Product Development in Pet Products

Natural ingredients gain traction in cat litter

Have pet , will travel

Smartphone-controlled feeder joins the anti-obesity fight

Do not leave your pet home alone

The quantified pet

Raw food trend an opportunity for pet dietary supplements

Designer licensed pet clothing and accessories proliferate

outlook

Premiumisation trend set to maintain its momentum

Sustainability set to rise up the agenda

Seaweed and insects as sustainable protein sources?

Retailing a lifestyle

Crowdfunding u ps the pace of innovation in pet products

Final conclusions

Report Definitions

Report terminology

Product category definitions

Why buy this report?

Want to find out more about this report?

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