Report: Cat and Dog Food - UK

Issues in the Market
Definitions
Four key themes
Market in Brief
A robust market
Anthropomorphism of the market
Branding and advertising spend is high
The future looks good
Internal Market Environment
Key points
Cat ownership supersedes dog ownership with the move to smaller animals
- Figure 1: Ownership of cats and dogs, 2003-07
The "humanisation" of pets
Pet obesity is a big issue in this market
Broader Market Environment
Key points
Changing population dynamics...
- Figure 2: Effect of the changing make-up demographics on the UK population, 2007
... is aiding trading up
Competitive Context
Key points
Cash rich time poor consumers
Strengths and Weaknesses in the Market
Strengths
Weaknesses
Market Value and Forecast
Key points
Shift from wet to dry is affecting volumes
- Figure 5: UK sales of dog and cat food, at current and constant prices, 2002-07
Value growth on the rise as consumers trade up
Convenience
Health and well-being
Premium plus
Provenance
The future
Forecast
Value to grow over volume
- Figure 6: Forecast of the cat and dog food value size, at current prices, 2002 - 2012
- Figure 7: Forecast of the cat and dog food value size, at constant prices, 2002 - 2012
- Figure 8: Forecast of cat and dog food volume, 2002-12
Factors used in the forecast
Segment Performance
Key points
Dog food
Switch from dry to wet
- Figure 9: UK value sales of dog food, 2002-07
Treats are growing
Mixers are declining
- Figure 10: UK dog food market at current prices, by broad segment, 2003-07
- Figure 11: UK dog food market volume, by broad segment, 2003-07
Cat food
Wet food is still preferred
- Figure 12: UK value sales of cat food, 2002-07
Cat owners are prepared to trade up
Other
- Figure 13: UK cat food market by broad segment, by value, 2003-07
- Figure 14: UK sales of wet and dry cat food*, by volume, 2003-07
Market Share
Key points
Advertising critical to brand success
- Figure 15: Brand share in the pet food market, 2006-07
Premium products performing best
Companies and Products
Key points
Brand map
- Figure 16: Examples of leading dog and cat food manufacturers and their brands, March 2008
Company profiles
Affinity Petcare UK
Arden Grange Pet Foods
Burns Pet Nutrition UK
Butcher' s Pet Care Ltd
Denes Natural Pet Care Ltd
Hill' s Pet Nutrition Ltd
Procter and Gamble
Iams
Eukanuba
Masterfoods (Complementary Petcare)
Nestlé Purina Petcare
Pascoe' s Ltd
Town and Country Petfoods Ltd
Vitalin Pet Food
Wagg Foods
Bob Martin
James Wellbeloved
Royal Canin
Dodson and Horrell
Alpha Feeds
Autarky
Mackel Petfoods
Brand Communication and Promotion
Key points
Advertising falls
- Figure 35: Main monitored media spend on dog and cat food, 2003-07
Masterfoods is the master dog brand advertiser
- Figure 36: Main monitored advertisers in dog food, 2004-07
Nestlé No. 1 cat advertiser
- Figure 37: Main monitored advertisers in cat food, 2004-07
Whiskas is still number one brand
Channels to Market
Key points
Cat food
- Figure 38: UK retail sales of cat food, by type of outlet, by value, 2003-07
Dog food
- Figure 39: UK retail sales of dog food, by type of outlet, by value, 2003-07
Independents do better with dog food
The rise of the Internet
Veterinary surgeries
The Consumer -- Cat vs. Dog Food -- A Comparative Perspective
Key points
Cat owners prefer to use both wet and dry food
- Figure 40: Usage of cat food in the last 12 months, 2007
- Figure 41: Usage of dog food in the last 12 months, 2007
Pet food by pet ownership
Cats
One cat households prefer pouches
- Figure 42: Number of cats in household by usage of cat food in 400g tins or cartons and 100g foil packs or pouches, 2007
- Figure 43: Number of cats in household by usage of packet cat food (dry and semi-moist) in the last 12 months, 2007
Dogs
Usage of premium packaged wet dog food is lower
- Figure 44: Number of dogs in household by usage of dog food in 400g tins or cartons and 300g foil packs or pouches, 2007
Two dogs owners treat more
- Figure 45: Number of dogs in household by usage of biscuits/mixers for dogs and other snacks for dogs, 2007
The Consumer -- Dog Food -- Usage and Frequency?
Key points
400g tins or cartons
- Figure 46: Usage of dog food in 400g tins or cartons, 2007
Tin users under 35 and C2DE
Light users tend to dominate foil packs/pouches
- Figure 47: Usage of dog food in 300g foil packs or pouches, 2007
Convenience drives usage of dry dog food
- Figure 48: Usage of packet dog food (complete meals and semi-moist food) in the last 12 months, 2007
Greater opportunities for lifestage dog food
Tins, foil packs cartons or pouches
- Figure 49: Types used, 2007
Opportunity for more junior dry food
- Figure 50: Types used, 2007
Biscuits/mixers for dogs
- Figure 51: Usage of biscuits/mixers for dogs, 2007
"Humanisation" of pets drives usage of other snacks
- Figure 52: Usage of other snacks for dogs, 2007
The Consumer -- Cat Food -- Who -- Usage and Frequency?
Key points
400g tins or cartons
- Figure 53: Usage of cat food in 400g tins or cartons, 2007
Lower socio-economic groups buy canned on price
Convenience fights tin usage
100g foil packs/pouches
- Figure 54: Usage of cat food in 100g foil packs or pouches, 2007
Price sensitivity is key
Dry and semi-moist
- Figure 55: Usage of packet cat food (dry and semi-moist) in the last 12 months, 2007
Lifestage cat food
Tins, foil packs, cartons or pouches
- Figure 56: Types used, 2007
Packet cat food (dry and semi-moist)
- Figure 57: Types used, 2007
Small opportunity for more kitten food
Big opportunity for more senior food
Appendix
Advertising data
Abbreviations
Appendix -- Internal Market Environment
Pet ownership
- Figure 64: Ownership of cats, by demographic sub-group, 2007
- Figure 65: Ownership of dogs, by demographic sub-group, 2007
Appendix -- Broader Market Environment
Changing population dynamics
- Figure 66: UK population changes in socio-economic status and age, 2002-12
- Figure 67: UK population changes in household size, 2002-12
Appendix -- Brand Communication and Promotion
- Figure 68: Main monitored media spend on dog food, 2004-07
- Figure 69: Main monitored media spend on cat food, 2004-07
Appendix -- Channels to Market
- Figure 70: Where pet food is normally bought, 2007
Appendix -- The Consumer -- Dog Food -- Who Usage and Frequency -- Detailed Demographics
- Figure 71: Usage of dog food in tins, foil packs, cartons or pouches in the last 12 months, by demographic sub-group, 2007
Dog food 400g tins or cartons
- Figure 72: Usage of dog food in 400g tins or cartons, by demographic sub-group, 2007
Dog food -- 300g foil pack
- Figure 73: Usage of dog food in 300g foil packs or pouches, by demographic sub-group, 2007
Complete meals and semi-moist foods
- Figure 74: Usage of packet dog food (complete meals and semi-moist food) in the last 12 months, by demographic sub-group, 2007
Dog biscuits/snacks
- Figure 75: Usage of dog biscuits/snacks for dogs in the last 12 months, by demographic sub-group, 2007
Dog biscuits/mixers
- Figure 76: Usage of biscuits/mixers for dogs, by demographic sub-group, 2007
- Figure 77: Usage of dog food in 400g tins or cartons by usage of biscuits/mixers for dogs and other snacks for dogs, 2007
- Figure 78: Usage of dog food in 300g foil packs or pouches by usage of biscuits/mixers for dogs and other snacks for dogs, 2007
Other snacks for dogs
- Figure 79: Usage of other snacks for dogs, by demographic sub-group, 2007
Appendix -- The Consumer -- Cat Food -- Who Usage and Frequency? -- Detailed Demographics
Cat food
All users
- Figure 80: Usage of cat food in tins, foil packs, cartons or pouches in the last 12 months, by demographic sub-group, 2007
Cat food 400g tins or cartons
- Figure 81: Usage of cat food in 400g tins or cartons, by demographic sub-group, 2007
Cat food 100g foil packs pouches
- Figure 82: Usage of cat food in 100g foil packs or pouches, by demographic sub-group, 2007
Dry semi-moist
- Figure 83: Usage of packet cat food (dry and semi-moist) in the last 12 months, by demographic sub-group, 2007

Cat and Dog Food - UK - March 2008

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