Cat and Dog Food - UK - March 2008

Table of Contents

• 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