英国におけるキャットフード/ドッグフードの市場

Abstract

Cat and dog owners are increasingly anthropomorphic - they treat their pets like little humans. This is driving value growth in a market where volume sales are struggling with the preference for smaller animals and the shift from wet to dry food, particularly in dog food.

Value growth has continued by around 3% year-on-year recently, and is likely to continue. The trends in human food consumption are being witnessed in the pet food market, with a greater emphasis on convenience and health. Manufacturers are tying new products in with these key trends to drive growth. In the future, organic and provenance-assured foods will become more prevalent.

Key themes:

• Owners increasingly "humanise" their pets
• Struggling volume growth with the shift from wet to dry food
• Convenience and naturalness are the key drivers of new product development
• Organic, provenance and lifestage-specific foods are opportunities for growth.

Definitions:

Mintel defines cat and dog food as any foods that are specifically formulated and marketed for cats or dogs, including treats. Market size data include cat and dog food sold through all retail outlets including food sold through veterinary practices.

For the purposes of this report, specific definitions are as follows:

• Wet food - has a moisture content of 60-85% and is mostly packed in tins, foil or plastic.
• Dry food - has a moisture content of around 10% and includes complete foods.
• Semi-moist food - has a moisture content of 25-30% and includes complete foods.
• Some liquid, such as cat milk, is also included.
• Value figures throughout this report are at retail selling prices (rsp) unless otherwise stated.

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