Abstract
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive
environment
Product coverage
Dog and cat food; Dog and cat food by price platform (excl treats and mixers);
Dog and cat food by price platform (incl treats and mixers); Dog and cat food
by type (excl treats and mixers); Other pet food; Pet care products
Executive summary
Strong Performance from Pet Food and Pet Care Products
In 2007 pet food and pet care products recorded a strong current value sales
performance. Driven by the wish to prolong the lives of their beloved pets,
pet owners generally traded up from mid-priced and economy pet food to premium
pet food. Pet care products faced a slight slowdown in growth in 2007, because
unlike pet food, pet care products are not consumed daily and the sector
remains segmented with small players, thus there is a lack of strong awareness
among pet owners.
Slowdown in Pet Population Growth
The fish population leads growth in the pet population. The dog population is
facing a slowdown in growth, while the cat and bird populations are facing a
decline and the small mammal/reptile population remains unchanged. Although
dogs and cats are viewed by many as the best choice of pet due to the strong
interaction capabilities between the owner and animal, these animals require
lots of attention and time to take care of. Hindered by increasing urban
lifestyles, and having to balance lifestyle and work, consumers are
increasingly seeing fish as a more convenient alternative.
Multinational Company Continues to Dominate Pet Food and Pet Care Products
Multinational company Masterfoods of Australia leads the way in pet food and
pet care products. Masterfoods dominated dog and cat food with almost half the
value share in 2006. Masterfoods has a wide brand portfolio in pet food and
pet care. Nestlé Purina PetCare Australia follows closely behind in second
place. In March 2007, Nestlé Purina wholly acquired Supercoat Petcare Pty Ltd
which is to be included in its range of brands to compete with rival company
Masterfoods.
Supermarkets/Hypermarkets Remains the Dominant Distribution Channel
Pet food and pet care products dominant distribution channel remains as
supermarkets/hypermarkets in 2007. Pet shops value share of pet food and pet
care products increased in 2007 as it benefits from the rising popularity of
premium pet food and pet care products in Australia, which is mainly sold
through pet shops.
Premium Pet Food Paving the Way for Super-Premium
Driven by the desire to keep a happy and healthy pet, pet owners are trading
up to premium pet food, and super-premium pet food is likely to emerge over
the forecast period. Although super-premium will not overtake premium pet
food, super-premium brands will continue to experience significant growth and
new products will be introduced over the forecast period.
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