PET PRODUCTS IN THE UNITED KINGDOM P a s s p o r t i LIST OF CONTENTS AND TABLES Pet Products in the United Kingdom - Category analysis ............................................................. 1 Headlines ..................................................................................................................................... 1 Prospects ..................................................................................................................................... 1 Innovations Underpin Value Growth ......................................................................................... 1 the Humanisation Trend Encompasses Technology and Luxury Shopping .............................. 1 Trends in Pet Dietary Supplements .......................................................................................... 2 Competitive Landscape ................................................................................................................ 2 Mars Petcare Launches Unique Pet Care Programme ............................................................. 2 Beaphar Focuses on the Comfort of Dogs and Cats ................................................................ 2 Tractive Trackers Monitor A Dog’s Location and Activity .......................................................... 2 Category Data .............................................................................................................................. 2 Table 1 Sales of Pet Products by Category: Value 2014-2019 ................................. 2 Table 2 Sales of Pet Products by Category: % Value Growth 2014-2019 ................. 3 Table 3 Sales of Pet Healthcare by Type: % Value 2014-2019................................. 3 Table 4 Sales of Other Pet Products by Type: % Value 2014-2019 .......................... 3 Table 5 NBO Company Shares of Pet Products: % Value 2014-2018 ...................... 3 Table 6 LBN Brand Shares of Pet Products: % Value 2015-2018 ............................. 4 Table 7 Distribution of Pet Products by Format: % Value 2014-2019 ....................... 5 Table 8 Forecast Sales of Pet Products by Category: Value 2019-2024 .................. 5 Table 9 Forecast Sales of Pet Products by Category: % Value Growth 2019- 2024 ............................................................................................................. 6 Pet Care in the United Kingdom - Industry Overview ................................................................... 7 Executive Summary ..................................................................................................................... 7 Humanisation, Premiumisation and Health Still Key To Pet Care ............................................. 7 Pet Health and Wellbeing Considerations Continue To Spark Innovation in Pet Products ....... 7 Mars Petcare and Nestlé Purina Challenged by Smaller Competitors ...................................... 7 Internet Retailing Offers New Subscription Models................................................................... 8 Humanisation, Premiumisation and Health Trends Set To Remain Prominent in Pet Care ...... 8 Market Indicators .......................................................................................................................... 8 Table 10 Pet Populations 2014-2019 .......................................................................... 8 Market Data .................................................................................................................................. 8 Table 11 Sales of Pet Food by Category: Volume 2014-2019 .................................... 8 Table 12 Sales of Pet Care by Category: Value 2014-2019 ........................................ 9 Table 13 Sales of Pet Food by Category: % Volume Growth 2014-2019 .................... 9 Table 14 Sales of Pet Care by Category: % Value Growth 2014-2019 ....................... 9 Table 15 NBO Company Shares of Pet Food: % Value 2014-2018 ............................ 9 Table 16 LBN Brand Shares of Pet Food: % Value 2015-2018................................. 10 Table 17 NBO Company Shares of Dog and Cat Food: % Value 2014-2018 ........... 11 Table 18 LBN Brand Shares of Dog and Cat Food: % Value 2015-2018 .................. 12 Table 19 Penetration of Private Label in Pet Care by Category: % Value 2014- 2019 ........................................................................................................... 13 Table 20 Distribution of Pet Care by Format: % Value 2014-2019 ............................ 13 Table 21 Distribution of Pet Care by Format and Category: % Value 2019 .............. 14 Table 22 Distribution of Dog and Cat Food by Format: % Value 2014-2019 ............. 15 Table 23 Distribution of Dog and Cat Food by Format and Category: % Value 2019 ........................................................................................................... 16 © Euromonitor International PET PRODUCTS IN THE UNITED KINGDOM P a s s p o r t ii Table 24 Forecast Sales of Pet Food by Category: Volume 2019-2024 ................... 16 Table 25 Forecast Sales of Pet Care by Category: Value 2019-2024 ....................... 16 Table 26 Forecast Sales of Pet Food by Category: % Volume Growth 2019- 2024 ........................................................................................................... 17 Table 27 Forecast Sales of Pet Care by Category: % Value Growth 2019-2024 ...... 17 Sources ...................................................................................................................................... 17 Summary 1 Research Sources ...................................................................................... 17 © Euromonitor International PET PRODUCTS IN THE UNITED KINGDOM P a s s p o r t 1 PET PRODUCTS IN THE UNITED KINGDOM - CATEGORY ANALYSIS HEADLINES ▪ Current value sales of pet products grow by 5% in 2019 to reach GBP1.1 billion ▪ Innovation, technology and luxury characterise pet products in 2019 ▪ Pet dietary supplements achieves the highest current value growth of 6% in 2019 ▪ Private label extends its lead in pet products in 2018 with a 25% value share ▪ Sales of pet products are expected to increase at a 5% current value CAGR (3% 2019 constant value CAGR) over the forecast period PROSPECTS Innovations Underpin Value Growth The health of their pet dogs and cats is very important to owners and pet healthcare manufacturers continue to launch new products to address various areas of concern such as skin care. For example, Frontline Pet Care Skin Care Gel for dogs and cats has been developed to treat patches of irritated skin. It is perceived as high-quality and effective while also being gentle as it is marketed as having been developed by veterinary experts. Pet products also sees innovations which solve problems that could cause illness or health problems in pets. In 2018, the Pedaldish was launched by inventor, Peter Hill, backed by a Dragons’ Den investment. It is a pet food dish based on the concept of a pedal bin and aims to solve the problem of pet food becoming spoiled and therefore wasted if left out all day while owners are at work, especially in warmer weather when there is the risk of flies contaminating the food or laying eggs in it, which would cause problems if the pet then ate the food. The pet can be trained to open the lid to eat by stepping on the pedal. the Humanisation Trend Encompasses Technology and Luxury Shopping The humanisation trend in pet care continues to see UK pet owners treat their pets as valued companions or family members, and therefore want them to have the same products that people have. Products that are sought after include advanced pet products which provide entertainment during playtime, such as interactive toys, or assist in monitoring or communication, such as fitness trackers, or allow owners to dress up their pets with fashionable and luxury pet clothing. Chelsea Dogs is an online store offering luxury or personalised items for pet dogs, including luxury dog beds, personalised food bowls and other items with which owners can pamper their dogs. In 2018, Mars Petcare UK Ltd launched ChatBot through Facebook Messenger, allowing pet owners to receive a programme of advice tailored to their pets. Other pet products of this sort heavily influence sales of overall pet products and help drive value growth. The continued humanisation of pets is expected to see more pet owners looking to splurge on premium products over the forecast period with a growing number of niche luxury brands. © Euromonitor International PET PRODUCTS IN THE UNITED KINGDOM P a s s p o r t 2 Trends in Pet Dietary Supplements The BARF diet (biologically appropriate raw foods for dogs) may be controversial but the trend is feeding into pet dietary supplements. The AniForte brand offers a range of pet food supplements which it claims as 100% natural. It includes products which are labelled as suitable for BARF diets. Among other pet dietary supplements available, Scottish salmon oil is becoming popular as a source of Omega-3 which is considered essential for the coat/skin, joint and brain health of dogs and cats. COMPETITIVE LANDSCAPE Mars Petcare Launches Unique Pet Care Programme In 2018, Mars Petcare launched its PERFECT FIT Plus Programme to help pet owners keep their pets healthy. It is an innovative and unique online programme, developed from the shared expertise of pet nutritionists and behaviourists, which provides regular tips and tailored advice for pet owners on nutrition,