世界のペットフード産業見通し

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).

Table of Contents

Chapter 1: Market Outlook

• Introduction
  • Survey and Report Methodology
  • Twelve Global Market Factors
  • Three Levels of Development: Mature, Mid-Level, and Emerging
  • Table 1-1: National Pet Food Market Characteristics: Mature, Mid-Level, and Emerging
  • Survey Data on National Markets
  • Survey Data on Regional Perspectives
  • Other Resources
  • Table 1-2: Ranking of Selected Countries by Level of Pet Food Market Development
• Survey Highlights
  • “New Product Trends” Is No. 1 Global Factor
  • Table 1-3: Top Global Pet Food Industry Forecast Factors (percent)
  • Humanization Is Top Trend, Followed by Packaging Convenience and Special Ingredient Foods
  • Table 1-4: Top Global Pet Food Industry Forecast Trends (percentage)
• Market Outlook: Cross-Market Trends
  • Mature Markets Dominate, But Mid-Level and Emerging Markets Charting Faster Growth
  • Global Marketer Shares and Shifts
  • The Wild Card
  • New Pet Food Products Surging Worldwide
  • Figure 1-1: Number of Global Pet Food Product Introductions: Lines and SKUs, 2002-2006 (number)
  • Figure 1-2: Share of Global Pet Food Product Introductions: Non U.S. vs. U.S., 2002-2006 (percent)
  • Figure 1-3: Share of Global Pet Food Product Introductions by Region, 2002-2006 (percent)
  • Top Regulatory Issues: Product Safety and Lack of Uniformity
  • Key Country Issues
  • Looking Ahead
  • Heightened Focus on Product Safety
  • Longer-Term Effects
  • Premium Product Differentiation Dependent on Product Credibility
  • Private-Label Growth Strongest in Less Developed Regions
  • The Urban Effect
  • Catering to Local Tastes
  • The Internet Effect
  • More Direct Selling
• Market Outlook: Mature Markets
  • Humanization Trend at Core of Value Growth
  • Figure 1-4: Top Trends in Mature Country Markets, 2007-2011 (percent)
  • Table 1-5: Share of Pet Food Product Launches in Mature Markets: By Country, 2002 vs. 2006 (percent)
  • Aging Pet Population Driving Humanization, Functional Foods
  • Ingredients Targeting Age-Related Conditions to the Functional Foods Fore
  • The Next Big Thing: Probiotics
  • Research Needed to Head Off Potential Snafus
  • Looking Ahead: Nutrigenomics
  • The Price of Specialization
  • Fresh, Natural/Organic, and Raw Pet Foods
  • The Future of Organic Pet Food
  • The Future of Raw/Frozen Pet Food
  • The Future of Fresh Pet Food and Ingredients
  • Big Opportunities in Pet Overweight/Obesity
  • Focus on Indoor and Smaller Pets
  • Breed-Specific Formulas: From Niche to Mainstream
  • Treats Riding High on “Functional Pampering” Wave
  • Focus on Australia: Treats the Top Trend
  • Figure 1-5: Top Pet Food Industry Trends: Australia, 2007 (percent)
  • More Veterinary Channel Involvement, Clinical Brands
  • Convenience Packaging to Drive Premium Market Growth
  • Tapping High-Income Demographics
  • Figure 1-6: Share of U.S Pet Food Expenditures by Income Bracket: 1994, 1999, 2004 (percent)
  • “Mid-Priced Premium” a Possible Drag on Value Growth
  • Crossing Traditional Pet Market Lines
  • Table 1-6: Number of Pet Food Product Introductions in Mature Country Markets, 2002-2006 (number)
  • Table 1-7: Global Pet Food Industry Trends: Mature Markets, 2007-2011 (percent)
• Market Outlook: Mid-Level and Emerging Markets
  • Above Average Growth in Many Countries
  • Market Drivers
  • Market Challenges
  • The Cultural Divide
  • Marketing, Pricing, and the Human/Pet Relationship
  • Table 1-8: Global Pet Food Industry Trends: Mid-Level Markets, 2007-2011 (percent)
  • Table 1-9: Global Pet Food Industry Trends: Emerging Markets, 2007-2011 (percent)
  • Focus on China: Marketing, Cultural Shifts Spurring Sales
  • New Product Launches on the Ups
  • Figure 1-7: Share of Global Pet Food Product Launches: By Level of Market Development, 2002, 2004, 2006 (percent)
  • Table 1-10: Share of Pet Food Product Introductions in Mid-Level Markets: By Country, 2002, 2004, 2006 (percent)
  • Table 1-11: Number of Pet Food Product Introductions in Mid-Level Markets: By Country, 2002-2006 (percent)
  • Table 1-12: Share of Pet Food Product Introductions in Emerging Markets: By Country, 2002, 2004, 2006 (percent)
  • Table 1-13: Number of Pet Food Product Introductions in Emerging Markets: By Country, 2002-2006 (number)
  • Focus on India: Heavy Marketing Driving Growth
  • Figure 1-8: Top Pet Food Industry Trends: India, 2007 (percent)
  • Economy-Priced Fare to Drive Volume Growth
  • But Premium Influx Already Underway
  • Focus on Mexico: Consumer Education to Drive Pet Food Sales at All Price Levels
  • The Wal-Mart Effect
  • Emerging Pet Specialty Channel to Drive Premium Growth
  • Focus on Russia: Pet Specialty Booming in Urban Markets

Chapter 2: Survey Overview

• New Product Trends Is No. 1 Global Factor
• Figure 2-1: Global Pet Food Industry Forecast: Ranking of Factors (percent)
• 76% of Manufacturers Rank New Product Trends as Very Important
• Figure 2-2: Percentage Ranking New Product Trends as Very Important: By Job Role of Respondent (percent)
• Different Takes on New Product Trends by Geographic Region and Level of Market Development
• Figure 2-3: Percentage Ranking New Product Trends as Very Important: By Geographic Region(s) Within Job Role of Respondent (percent)
• Top Factors by Respondent Group
• Humanization of Pets as Top Trend
• Figure 2-4: Top Global Pet Food Industry Forecast Factors: By Percentage of Respondent Group Ranking Factor as Very Important (percent)
• Table 2-1: Global Pet Food Industry Forecast: Ranking of Trends by Type of Business/Organization of Respondent (percent and index)
• Table 2-2: Global Pet Food Industry Forecast: Ranking of Trends by Job Role of Respondent (percent and index)
• Table 2-3: Global Pet Food Industry Forecast: Ranking of Trends by Level of Market Development in Country of Respondent (percent and index)
• Table 2-4: Global Pet Food Industry Forecast: Ranking of Trends by Geographic Region(s) Within Job Role of Respondent (percent and index)
• Table 2-5: Global Pet Food Industry Forecast: By Percentage of Respondents Ranking Trends as Very Important (percent)

Chapter 3: New Product Trends

• New Product Trends Is Top Global Factor
• Figure 3-1: Global Pet Food Industry Forecast: Ranking of New Product Trends (percent)
• Special Ingredient Foods Most Important for South Asia
• Figure 3-2: Percentage Ranking Functional/Condition-Specific/Novel Ingredient Foods as Very Important: By Top Respondent Groups (percent)
• Treats in Second Place
• Figure 3-3: Highest- and Lowest-Indexing Respondent Groups by Ranking of High-Growth Segments Such as Treats (index)
• Human-Grade Ingredients and Hyper-Premium Products at Mid-Scale in Importance
• Other New Product Trends
• Table 3-1: Global Pet Food Industry Forecast: Ranking of New Product Trends by Type of Business/Organization of Respondent (percent and index)
• Table 3-2: Global Pet Food Industry Forecast: Ranking of New Product Trends by Job Role of Respondent (percent and index)
• Table 3-3: Global Pet Food Industry Forecast: Ranking of New Product Trends by Level of Market Development in Country of Respondent (percent and index)
• Table 3-4: Global Pet Food Industry Forecast: Ranking of New Product Trends by Geographic Region(s) Within Job Responsibility of Respondent (percent and index)

Chapter 4: Cultural Shifts

• Cultural Shifts Is No. 2 Global Factor
• Figure 4-1: Global Pet Food Industry Forecast: Ranking of Cultural Shift Trends (percent)
• Humanization of Pets as Top Cultural Trend
• Affordability of Pets and Pet Care in Second Place
• Figure 4-2: Top Respondent Groups by Percentage Ranking Affordability of Pets and Pet Care as Very Important (percent)
• Changing Domestic Policies on Pet Ownership: Third at 30%
• Figure 4-3: Highest- and Lowest-Indexing Respondent Groups by Ranking of Changing Domestic Policies on Pet Ownership (index)
• Pets as Fashion and Function
• Table 4-1: Global Pet Food Industry Forecast: Ranking of Cultural Trends by Type of Business/Organization of Respondent (percent and index)
• Table 4-2: Global Pet Food Industry Forecast: Ranking of Cultural Trends by Job Role of Respondent (percent and index)
• Table 4-3: Global Pet Food Industry Forecast: Ranking of Cultural Trends by Level of Market Development in Country of Respondent (percent and index)
• Table 4-4: Global Pet Food Industry Forecast: Ranking of Cultural Trends by Geographic Region(s) Within Job Responsibility of Respondent (percent and index)

Chapter 5: Product Pricing

• Product Pricing Places Third as Global Factor
• Figure 5-1: Global Pet Food Industry Forecast: Ranking of Product Pricing Trends (percent)
• Mid-Level Countries Prioritize Premium/Value-Added Trend
• Figure 5-2: Top Respondent Groups by Ranking of Premium/Value-Added vs. Economy/Mid-Priced Products (percent)
• Marketing/Sales Professionals Single Out Price/Quality Value Ratio
• Figure 5-3: Top Respondent Groups by Ranking of Price/Quality Value Ratio (percent)
• Diverging Viewpoints on Rising/Declining Production Costs
• Figure 5-4: Highest- and Lowest-Indexing Respondent Groups by Ranking of Rising/Declining Production Costs (index)
• Ingredient Availability a High Priority for Researchers
• Figure 5-5: Top Respondent Groups by Percentage Ranking Individual Product Pricing Trends as Very Important (percent)
• Premium/Value-Added vs. Economy/Mid-Priced Trend Most Often Tops Three-Quarters Mark
• Table 5-1: Global Pet Food Industry Forecast: Ranking of Product Pricing Trends by Type of Business/Organization of Respondent (percent and index)
• Table 5-2: Global Pet Food Industry Forecast: Ranking of Product Pricing Trends by Job Role of Respondent (percent and index)
• Table 5-3: Global Pet Food Industry Forecast: Ranking of Product Pricing Trends by Level of Market Development in Country of Respondent (percent and index)
• Table 5-4: Global Pet Food Industry Forecast: Ranking of Product Pricing Trends by Geographic Regions(s) Within Job Responsibility of Respondent (percent and index)

Chapter 6: Globalization

• The Fourth-Place Factor: Globalization
• Figure 6-1: Global Pet Food Industry Forecast: Ranking of Globalization Trends (percent)
• Africa and Emerging Markets Index Highest for Information Flow, Import/Export Trends
• Figure 6-2: Highest- and Lowest-Indexing Respondent Groups by Ranking of Import/Export Trends (index)
• Africa and Emerging Markets More Attuned to Harmonizing of Pet Food Regulation
• Figure 6-3: Highest Indexing Groups by Ranking of Harmonizing of Global Pet Food Regulations (index)
• Spikes Among Secondary Trends
• Figure 6-4: Highest Indexing Secondary Globalization Trends by Respondent Group (index)
• Table 6-1: Global Pet Food Industry Forecast: Ranking of Globalization Trends by Type of Business/Organization of Respondent (percent and index)
• Table 6-2: Global Pet Food Industry Forecast: Ranking of Globalization Trends by Job Role of Respondent (percent and index)
• Table 6-3: Global Pet Food Industry Forecast: Ranking of Globalization Trends by Level of Market Development in Country of Respondent (percent and index)
• Table 6-4: Global Pet Food Industry Forecast: Ranking of Globalization Trends by Geographic Region(s) Within Job Role of Respondent (percent and index)

Chapter 7: Branding

• Global Factor No. 5: Branding
• Figure 7-1: Global Pet Food Industry Forecast: Ranking of Branding Trends (percent)
• Consumer Advertising/Promotion Seen as Most Crucial in Emerging Markets
• Marketers Most Concerned with Growth of Private-Label Lines
• Marketers and Mid-Level Markets Are Keenest for New Brands
• Figure 7-2: Highest- and Lowest-Indexing Groups by Ranking of Introduction of New Brands (index)
• Marketers Have Eye on Human-Market Brands
• Licensed Brands of Greatest Interest in Mid-Level Markets
• Figure 7-3: Highest- and Lowest-Indexing Groups by Ranking of Entry of Licensed Brands Into the Market (index) Highs and Lows
• Figure 7-4: Selected Highest- and Lowest-Indexing Branding Trends by Respondent Group (index)
• Table 7-1: Global Pet Food Industry Forecast: Ranking of Branding Trends by Type of Business/Organization of Respondent (percent and index)
• Table 7-2: Global Pet Food Industry Forecast: Ranking of Branding Trends by Job Role of Respondent (percent and index)
• Table 7-3: Global Pet Food Industry Forecast: Ranking of Branding Trends by Level of Market Development in Country of Respondent (percent and index)
• Table 7-4: Global Pet Food Industry Forecast: Ranking of Branding Trends by Geographic Region(s) Within Job Responsibility of Respondent (percent and index)

Chapter 8: Packaging Trends

• Packaging Trends in Sixth Place as Global Factor
• Figure 8-1: Global Pet Food Industry Forecast: Ranking of Packaging Trends (percent)
• Convenience Rates Highest in Emerging Markets
• Figure 8-2: Percentage Ranking Convenience as Very Important: By Respondent Group (percent)
• Package Size Least Important to Suppliers
• Mid-Level Markets Out Front for Single-Serve
• Figure 8-3: Highest- and Lowest-Indexing Respondent Groups by Ranking of Single-Serve and Pouched Foods (index) Table 8-1: Global Pet Food Industry Forecast: Ranking of Packaging Trends by Type of Business/Organization of Respondent (percent and index)
• Table 8-2: Global Pet Food Industry Forecast: Ranking of Packaging Trends by Job Role of Respondent (percent and index)
• Table 8-3: Global Pet Food Industry Forecast: Ranking of Packaging Trends by Level of Market Development in Country of Respondent (percent and index)
• Table 8-4: Global Pet Food Industry Forecast: Ranking of Packaging Trends by Geographic Region(s) Within Job Scope of Respondent (percent and index)

Chapter 9: Marketing & Trade Trends

• Marketing & Trade in Seventh Place as Global Factor
• Figure 9-1: Global Pet Food Industry Forecast: Ranking of Marketing & Trade Trends (percent)
• Less Mature Markets Place Premium on Promotion, Education
• Figure 9-2: Highest- and Lowest-Indexing Respondent Groups by Ranking of Consumer Advertising and Promotion (index)
• Figure 9-3: Highest- and Lowest-Indexing Respondent Groups by Ranking of Educational and Informational Programs (index)
• Figure 9-4: Highest- and Lowest-Indexing Respondent Groups by Ranking of Trade Advertising And Promotion (index)
• Table 9-1: Global Pet Food Industry Forecast: Ranking of Marketing & Trade Trends by Type of Business/Organization of Respondent (percent and index)
• Table 9-2: Global Pet Food Industry Forecast: Ranking of Marketing & Trade Trends by Job Role of Respondent (percent and index)
• Table 9-3: Global Pet Food Industry Forecast: Ranking of Marketing & Trade Trends by Level of Market Development in Country of Respondent (percent and index)
• Table 9-4: Global Pet Food Industry Forecast: Ranking of Marketing & Trade Trends by Geographic Region(s) Within Job Role of Respondent (percent and index)

Chapter 10: Demographic Trends

• Demographic Trends as Global Factor
• Figure 10-1: Global Pet Food Industry Forecast: Ranking of Demographic Trends (percent)
• Africa/Middle East, North America Are Most Attuned to Aging Populations
• Declining Household Size Key in North America, Southeast Asia
• Figure 10-2: Highest- and Lowest-Indexing Respondent Groups by Ranking of Declining Household Size/Number Of Children (index)
• Marketers, Researchers Focus on Suburban/Rural/Metro Shifts
• Figure 10-3: Highest- and Lowest-Indexing Respondent Groups by Ranking of Suburban/Rural To Metro Shifts (index)
• Dual-Worker Households in Spotlight in North Africa/Middle East
• Figure 10-4: Highest- and Lowest-Indexing Respondent Groups by Ranking of Growth In Dual-Worker Households (index)
• Postponing Marriage at Issue in Mid-Level Markets
• Figure 10-5: Highest- and Lowest-Indexing Respondent Groups by Ranking of Postponing Marriage (index)
• Table 10-1: Global Pet Food Industry Forecast: Ranking of Demographic Trends by Type of Business/Organization of Respondent (percent and index)
• Table 10-2: Global Pet Food Industry Forecast: Ranking of Demographic Trends by Job Role of Respondent (percent and index)
• Table 10-3: Global Pet Food Industry Forecast: Ranking of Demographic Trends by Level of Market Development in Country of Respondent (percent and index)
• Table 10-4: Global Pet Food Industry Forecast: Ranking of Demographic Trends by Geographic Region(s) Within Job Scope of Respondent (percent and index)

Chapter 11: Retail/Supply Chain Shifts

• Retail/Supply Chain Shifts as Global Factor
• Figure 11-1: Global Pet Food Industry Forecast: Ranking of Retail/Supply Chain Shift Trends (percent)
• 75% of Marketers Rate Mass Market vs. Specialty Trend as Key
• Africa Tops List for Retailer Consolidation Creating Buying Clout
• Value of In-Store Promotion Highly Ranked in Oceania
• Table 11-1: Global Pet Food Industry Forecast: Ranking of Retail and Supply Chain Trends by Type of Business/Organization of Respondent (percent and index)
• Table 11-2: Global Pet Food Industry Forecast: Ranking of Retail and Supply Chain Trends by Job Role of Respondent (percent and index)
• Table 11-3: Global Pet Food Industry Forecast: Ranking of Retail and Supply Chain Trends by Level of Market Development in Country of Respondent (percent and index)
• Table 11-4: Global Pet Food Industry Forecast: Ranking of Retail and Supply Chain Trends by Geographic Region(s) Within Job Responsibility of Respondent (percent and index)

Chapter 12: Internet Use

• Internet Use as Global Factor
• Figure 12-1: Global Pet Food Industry Forecast: Ranking of Internet Use Trends (percent)
• Internet for Information Exchange Ranks Highest in Mid-Level Markets
• Figure 12-2: Percentage Ranking Internet as Sales Venue as Very Important by Level of Market Development (percent)
• Table 12-1: Global Pet Food Industry Forecast: Ranking of Internet Use Trends by Type of Business/Organization of Respondent (percent and index)
• Table 12-2: Global Pet Food Industry Forecast: Ranking of Internet Use Trends by Job Role of Respondent (percent and index)
• Table 12-3: Global Pet Food Industry Forecast: Ranking of Internet Use Trends by Level of Market Development in Country of Respondent (percent and index)
• Table 12-4: Global Pet Food Industry Forecast: Ranking of Internet Use Trends by Geographic Region(s) Within Job Role of Respondent (percent and index)

Chapter 13: Marketer Shifts

• Marketer Shifts as Global Factor
• Figure 13-1: Global Pet Food Industry Forecast: Ranking of Marketer Shift Trends (percent)
• Mid-Level Markets Top List for Interest in Production Trends, International Expansion
• Figure 13-2: Highest-Indexing Respondent Groups by Ranking of Production Trends (index)
• Interest in Mergers and Acquisitions Peaks in South Asia
• Figure 13-3: Highest- and Lowest-Indexing Respondent Groups by Ranking of Secondary Marketer Shift Trends (index)
• Table 13-1: Global Pet Food Industry Forecast: Ranking of Marketer Shift Trends by Type of Business/Organization of Respondent (percent and index)
• Table 13-2: Global Pet Food Industry Forecast: Ranking of Marketer Shift Trends by Job Role of Respondent (percent and index)
• Table 13-3: Global Pet Food Industry Forecast: Ranking of Marketer Shift Trends by Level of Market Development in Country of Respondent (percent and index)
• Table 13-4: Global Pet Food Industry Forecast: Ranking of Marketer Shift Trends by Geographic Region(s) Within Job Role of Respondent (percent and index)

Chapter 14: Organic Foods

• Organic Foods as Global Factor
• Figure 14-1: Global Pet Food Industry Forecast: Ranking of Organic Pet Food Trends (percent)
• Mid-Level Markets Show More Interest in Global Production
• Figure 14-2: Highest- and Lowest-Indexing Respondent Groups by Ranking of Organic Pet Food Trends (index)
• Table 14-1: Global Pet Food Industry Forecast: Ranking of Organic Pet Food Trends by Type of Business/Organization of Respondent (percent and index)
• Table 14-2: Global Pet Food Industry Forecast: Ranking of Organic Pet Food Trends by Job Role of Respondent (percent and index)
• Table 14-3: Global Pet Food Industry Forecast: Ranking of Organic Pet Food Trends by Level of Market Development in Country of Respondent (percent and index)
• Table 14-4: Global Pet Food Industry Forecast: Ranking of Organic Pet Food Trends by Geographic Region(s) Within Job Responsibility of Respondent (percent and index)