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Abstract
Of the 12 broad factors covered in Packaged Facts/WATT Publishing’s
Global Pet Food Industry Survey, New Product Trends tops the list, with over
two-thirds (67%) of survey respondents considering this trend “very
important” to the pet food industry during the next five years. The most
important new product trends are functional/condition-specific/novel
ingredient types of foods (e.g., life-stage, weight-loss, breed-specific,
therapeutic) and high-growth segments such as treats, followed by
hyper-premium products and human-grade ingredients. The other factor viewed by
more than 60% of respondents as “very important” is Cultural
Shifts, at 61%, for which the most important trends are the human-pet
relationship (i.e., the “humanization” trend) and the ability of
consumers to afford pets and pet care.
Based on an exclusive in-depth survey of hundreds of pet industry executives
from around the world, this report examines the direction the global pet food
market will take through 2011, both from an overall perspective and based on
four respondent classifications: company type, job role, region, and level of
country development. Following an introductory chapter, the analysis is
organized into chapters corresponding with the 12 factors examined in the
survey, which in rank order are:
- New Product Trends (functional/condition-specific/novel ingredient types,
high-growth segments such as treats, human-grade ingredients, hyper-premium
products, fresh/baked foods, new product forms).
- Cultural Shifts (human-pet relationships/“humanization,”
affordability of pets and pet care, changing domestic policies on pet
ownership, pets as fashion/identity statement, specially trained pets).
- Product Pricing (premium/value-added vs. economy/mid, price/quality value
ratio, rising/declining production costs, availability of ingredients, cost
barriers to foreign markets).
- Globalization (import/export trends, production outsourcing, role of China
as product supplier/marketer, foreign suppliers selling into developed
markets, information flow, homogenization of product preferences, trade
barriers, harmonizing of global pet food regulations).
- Branding (introduction of new brands, brand support through consumer
advertising/promotion, extension of pet food brands into non-foods, growth of
private label lines, human brands entry into market, licensed brands entry
into market).
- Packaging (convenience, package sizes, single-serve, pouched foods).
- Marketing and Trade (consumer advertising and promotion, trade advertising
and promotion, educational and informational programs).
- Demographic Trends (suburban/rural to metro shifts, aging populations,
declining household size/number of children, postponing marriage, growth in
dual-worker households).
- Retail and Supply Chain Shifts (retailer consolidation creating buying
clout, mass market vs. pet specialty, veterinary channel as sales venue,
buying consortiums/clubs, growth of non-traditional sales channels, role of
brokers/distributors, value of in-store promotion).
- Internet Use (Internet as sales venue, Internet as marketing tool,
Internet for information sharing among consumers, Internet for information
exchange among companies).
- Marketer Shifts (mergers and acquisitions, international expansion, market
entry by human-product manufacturers, cross-category expansion between
food/non-food, production trends, increasingly importing vs. manufacturing).
- Organic Pet Food (consumer demand, marketing, global production).
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