PULSE REPORT IRI Pulse Report Pet Welcome to the Pulse Q1 2014 edition for pet. We hope you find it useful. Please do not hesitate to contact us if you have any questions or comments at [email protected]. Q1 2014 IRIworldwide.eu
Dec 27, 2015
PULSE REPORT
IRI Pulse Report Pet
Welcome to the Pulse Q1 2014 edition for pet. We hope you find it
useful. Please do not hesitate to contact us if you have any questions
or comments at [email protected].
Q1 2014
IRIworldwide.eu
PULSE REPORT
About the Report
2
• This pet report is one of ten super category reports designed to show high-level comparison
and analysis for retail markets across major countries in Europe.
• This report contains data gathered from around Europe. This market was split into the
following categories: dog food, cat food, other pet food and pet accessories.
• The report highlights key metrics such as total sales figures, market trends, category
shares, and winners and losers for Europe and for individual countries.
• The data has been sourced from IRI retail databases and Eurostat, the statistical branch of
administration for the European Commission.
• The countries included in the report are: France, Germany, Italy, the Netherlands, Spain
and the United Kingdom (UK).
• The market channels used for each country in this report are as follows:
Country Channels used
UK Hypermarkets, supermarkets, drugstores and impulse outlets
ES Hypermarkets, supermarkets, hard discounters, and drugstores, including the Canary Islands
DE Hypermarkets, supermarkets, hard discounters and drugstores
NL Hypermarkets, supermarkets, hard discounters and drugstores
IT Hypermarkets, supermarkets, small self service, hard discounters and drugstores
FR Hypermarkets and supermarkets
• For analytical purposes, the data sourced from available retail databases has been
consolidated to provide consistent results. However, for some countries it has not been
possible to source data pertaining to certain categories. When this occurred, it has been
documented in the ‘notes’ section found at the end of the report.
PULSE REPORT
On the Radar
3
ECONOMIC FIGURES INFLUENCING CONSUMER BEHAVIOUR
Source: Eurostat, September 2013
After five years, the pet macro-category is now
starting to be hit by the economic slowdown. Its
value growth across Europe in Q1 2014 is still
positive, but has slowed down at +0.6%, which is
definitely lower than the growth in Q4 2014
(+1.7%). Pet care category performance is far from
the growth it had in the past, but its trend is still
good, at least in line with the FMCG trend. Limited
value growth was driven by an increase in prices
more than by an increase in volumes. Price inflation
and more premium sectors in small sizes matter to
this value growth. Different tendencies coexist.
Smaller premium products grew together with
convenience products by private labels in most
countries.
POPULATION IN MILLIONS
UNEMPLOYMENT (%)
AVERAGE 12 MONTHS
INFLATION RATES
GDP IN MILLIONS (€)
Jan. 2012
Jan. 2013
Sep. 2013
Average 2012
Sep. 2013
Average 2012
2012 2013
(Estimate)
France 65.3 65.6 11.1 10.2 +1.2 +2.5 2 032 297 2 059 358
Germany 80.3 80.5 5.2 5.5 +1.8 +2.4 2 644 200 2 694 499
Italy 59.3 59.6 12.5 10.7 +1.8 +3.5 1 565 916 1 568 388
Netherlands 16.7 16.8 7.0 5.3 +3.1 +2.8 600 638 604 459
Spain 46.8 46.7 26.6 25.0 +2.3 +2.3 1 049 525 1 051 076
United Kingdom
63.4 63.8 7.5 7.9 +2.7 +3.7 1 901 001 1 854 920
PULSE REPORT
557 556 536 534 564 545
138 138 139 140 147 144
83 80 76 77 86 77
316 302 299 311 320 304
556 533 504 527 554
519
537 518
491 506 544
514
0
500
1,000
1,500
2,000
2,500
30-dic-12 31-mar-13 30-jun-13 29-sep-13 29-dic-13 30-mar-14
Millio
ns
Period Ending
France
Germany
Italy
Netherlands
Spain
UK
GLOBAL TRENDS
4
TOTAL EUROPE +0.6%
+1.6%
-0.9%
+0.3%
VALUE SALES IN MILLIONS (€)
Total EU 8 457
UK 2 178*
DE 2 105
FR 2 053
IT 1 235
ES 570
NL 315
TOTAL PET VALUE SALES AND % CHANGE VERSUS PRIOR YEAR
*based on an exchange rate of €1.150 to the pound
+6.5%
+0.8%
TOTAL PET VALUE SALES FOR THE LAST SIX QUARTERS
Source: IRI retail databases; period ending 30 March 2014
-2.7%
PULSE REPORT
4 251
807
3 117
2810.8
-11.4 2.4 1.0
Cat
Food
Dog F
ood
Pet
Accessori
es
Oth
er
Pet
Food
Mil
lio
ns
Total € Sales % € vs. YA
9.5%
50.3%
36.9%
3.3%
Cat Food Dog Food Pet Accessories Other Pet Food
Europe
5
3 117
807
281
4 251
Eu
ros i
n m
illi
on
s
CATEGORY VALUE SALES IN THE LAST YEAR
CATEGORY SHARE OF VALUE IN THE LAST YEAR
Europe includes: France, Germany, Italy, the Netherlands, Spain and the United Kingdom
TOP 5 CATEGORIES: EVOLUTION
Value sales (€) and % change versus a year ago
Source: IRI retail databases; period ending 30 March 2014
KEY TRENDS
• The value of the European market grew only
by 0.6% across the six countries in the year
ending Q1 2014. Considerably worse than
the growth of the year ending Q4 2013
(1.7%), Europe continued to slow down.
• Spain, Italy and France are confirmed as the
top countries for growth in the year ending
Q1 2014.
• Cat food remains the core business and the
trendsetter of pet care, showing the fastest
growth after pet accessories. Dog food also
grew at a similar pace. The growth of pet
accessories was definitely positive, whilst
other pet food stayed sharply negative.
• The marketplace continued to become more
competitive for branded products, due to
increased promotional activity and to the
further growth of private label.
PULSE REPORT
Europe
6
CATEGORY KEY FACTS
• The main contributor to the growth of pet care across Europe was cat food (+43.6 million €),
whilst a smaller but relevant contribution came from dog food (+24.5 million €, with snacks
and treats the drivers) and a visible contribution also came from pet accessories.
• The dog snacks and treats segment became increasingly more important and significant due
to its growth in value and volume in all European countries.
• Wet cat single serve, and to a lesser extent dry cat food, was the driver for cat food and
where brands are investing the most.
• The main point of innovation by major brands was on premium tastes in small sizes or new
user friendly packages. No real new concepts or innovations entered the market, unless we
consider the growing importance of the oral care concept in snacks and treats, which was
introduced some years ago.
• Private label grew across most of the markets and represents a cheaper but acceptable
alternative offer compared to major brands in the tough economic times we’re living in.
• Pet care appears to be an increasingly polarised category. Economy products (private label)
as well as premium products in small sizes grew. The shopper is not unique and the shopper
of dog food may behave very differently from the shopper of cat food. So, a key challenge
for manufacturers is to develop proper ad hoc actions in different categories and to defend
the equity of its brands, which are in most cases still strong and well established.
Europe includes: France, Germany, Italy, the Netherlands, Spain and the United Kingdom
Source: IRI retail databases; period ending 30 March 2014
TOP LOSERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
TOP WINNERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
19.2
24.5
43.6
0 10 20 30 40 50
Cat Food
Dog Food
Pet
Accessories
Millions
- 36.4
-40 -30 -20 -10 0
Other Pet
Food
.
Millions
PULSE REPORT
16.6%
47.2%
30.8%
5.4%
Cat Food Dog Food Pet Accessories Other Pet Food
France
7
Eu
ros,
in m
illi
on
s
CATEGORY VALUE SALES IN THE LAST YEAR
CATEGORY SHARE OF VALUE IN THE LAST YEAR
Source: IRI retail databases; period ending 30 March 2014
TOP 5 CATEGORIES: EVOLUTION
Value sales (€) and % change versus a year ago
633
340
111
970
970
340
633
1111.0
-13.2
1.12.5
Cat
Food
Dog F
ood
Pet
Accessori
es
Oth
er
Pet
Food
Mil
lio
ns
Total € Sales % € vs. YA
KEY TRENDS
• Growth was still mainly driven by cat food.
Wet cat food growth was for the first time
stable
(-0.3%), whereas dry cat food continued to
be very dynamic (+5.7%).
• Snacks and treats were the fastest growing
category. Cat snacks and treats (+15.7%)
grew through assortment development
(+16.1%), whilst dog care and treats
(+9.1%) benefitted from more new product
development as well (+15.1%).
• The growth of the cat population had a
positive impact on cat food, but also on pet
accessories, thanks to cat litter (+2.4%).
• All other pet food was negative within all
types of products (-13.2%).
• The dog food trend continued. Wet food was
negative (-3.3%) with dry food positive
(+2.4%), thanks to care and treat. Main
meal (+0.7%) also made a contribution to
growth.
PULSE REPORT
France
8
TOP LOSERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
TOP WINNERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
Source: IRI retail databases; period ending 30 March 2014
Millions
CATEGORY KEY FACTS
• Cat food was the main contributor to market value growth with 24 million Euros of new sales.
With the exception of multi-serve, all cat food sectors were very positive:
o Dry cat: +5.7%
o Single serve wet cat: +2.3%
o Snacks cat: +15.7%
• Pet food sales increased, driven by SKU range (+2.0%) and promotional activity (from 9.9%
to 10.6% in value).
• The assortment in pet food tended to increase in each segment, with the exception of wet
dog. This proves how strategic this category continues to be for retailers, particularly with
the development of the value offer.
24.1
6.2
3.6
0 5 10 15 20 25 30
Cat Food
Dog Food
Pet
Accessories
- 16.8
-20 -15 -10 -5 0
Other Pet
Food
.
Millions
PULSE REPORT
7.4%
57.5%
31.8%
3.3%
Cat Food Dog Food Pet Accessories Other Pet Food
Germany
9
KEY TRENDS
• In Germany, the total pet category recorded a
decline of -0.9% in value sales, contributed
mainly by pet food. On the positive side, pet
accessories grew.
• Cat food, the leading category, was stable in
value due to the rise in average prices by
+2.5%; nevertheless, volume dropped.
• Dog food declined in value and volume,
primarily driven by hard discounters.
• Other pet food deteriorated in value, but grew in
volume, owing to bird food, because of a huge
dip in average prices per kilogram by -27.9%.
• The substantial decline in pet food at Aldi
impacted the total decline.
• Private label demonstrated a decline in both
value and volume, driven by a decline in cat and
dog food.
• Pet accessories’ positive growth came from cat
litter, driven by private label.
Eu
ros,
in m
illi
on
s
CATEGORY VALUE SALES IN THE LAST YEAR
CATEGORY SHARE OF VALUE IN THE LAST YEAR
TOP 5 CATEGORIES: EVOLUTION
Value sales (€) and % change versus a year ago
Source: IRI retail databases; period ending 30 March 2014
669
156
70
1 210
1 210
156
669
70-3.6 -4.8 3.2 0.4
Cat
Food
Dog F
ood
Pet
Accessori
es
Oth
er
Pet
Food
Mil
lio
ns
Total € Sales % € vs. YA
PULSE REPORT
Germany
10
CATEGORY KEY FACTS
• Cat food, the core category, was the only category in pet food which showed stability in
terms of value sales due to an increase in prices. The significant growth contributed by
hypermarkets, despite Aldi’s huge losses, in turns made the category growth rate drop.
• Cat snacks, other than sticks, was the only growing segment in cat food and grew in both
value and volume. In cat wet food, the main segment, losses were primarily contributed by
aluminum single type.
• Cat litter, with value growth mainly driven by Lidl, was the growth driver for pet accessories.
Private labels showed double digit growth for cat litters. In contrast, national brands
declined. The clumping segment was the only growing segment.
• All other pet accessories, with minimal share, declined in both value and volume sales,
except bird hygiene, which grew in volume sales.
• Dog food declined the most in overall pet food. It was primarily driven by hard discounters
due to huge dips in private label sales. Dog snacks growth could not lift up the sales of the
total dog food category.
• Dog wet food losses were mainly driven by the can type. Dog dry food declines were mainly
due to size class from 2.5kg to 4.9kg, its core selling pack size, followed by 10 kg+.
• Declines in prices could not offset the losses of fish food, hence it declined in both value and
volume sales. Bird food recorded growth in volume sales, but declines in value sales. Small
animal feed / rodents showed a decline overall, mainly driven by hypermarkets, but grew in
drug stores. Private label declined for small animal feed / rodents, but grew in bird food.
TOP LOSERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
TOP WINNERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
Source: IRI retail databases; period ending 30 March 2014
Millions
4.8
4.8
5 5 5 5 5 5
Cat Food
Pet
Accessories
- 25.3
- 3.5
-30 -25 -20 -15 -10 -5 0
Other Pet
Food
Dog Food
.Millions
PULSE REPORT
11.6%
52.6%
33.7%
2.1%
Cat Food Dog Food Pet Accessories Other Pet Food
Italy
11
KEY TRENDS
• Total cat and dog food continued to increase in
value sales in the year ending Q1 2014 (0.8% for
cat and 1.8% for dog), but trends slowed down
and volume sales cannot keep up. This means
that value grew as volume declined for cat food
and dog food. Value growth came from the
increasing importance of smaller packages, which
have a higher price per kilogram.
• Cat food remained the largest sector of the
category, accounting for 52.6% of total value
sales, and showed an increase of 0.8%, which is
lower than dog food. Pet accessories remained
positive (+6.6%) whilst other pet food continued
to heavily lose value sales (-7.3%).
• Dry pet food performed better than wet. Wet
single serve drove the performance of cat food
with a growth of 3.7% in value sales, and also dog
food kept on showing a positive trend for wet
small and medium products (+3.1%).
• Snacks and treats remained the fastest growing
segment of the category, especially for cat
(+33.6%) but also for dog food (+6.4%).
Eu
ros,
in m
illi
on
s
CATEGORY VALUE SALES IN THE LAST YEAR
CATEGORY SHARE OF VALUE IN THE LAST YEAR
Source: IRI retail databases; period ending 30 March 2014
TOP 5 CATEGORIES: EVOLUTION
Value sales (€) and % change versus a year ago
416
144
26
650
650
144
416
261.8 -7.3 6.60.8
Cat
Food
Dog F
ood
Pet
Accessori
es
Oth
er
Pet
Food
Mil
lio
ns
Total € Sales % € vs. YA
PULSE REPORT
Italy
12
CATEGORY KEY FACTS
• Cat food contributed a 5.1 million Euro increase in sales to the growth of the pet care
category, which is lower than the growth of dog food (worth 7.3 million Euros). Pet
accessories continued to be positive and were the best contributor to the sales growth of the
pet care category with a 8.9 million Euro increase.
• Products in small packages continued to drive the positive performance of the market,
especially in cat food, confirming that the cluster of shoppers who keep on buying premium
products with user friendly packages and special tastes are not affected by the difficult
economic situation.
• The increasing attention to pets’ health was reflected in the considerable growth of the dog
functional snack and treats segment. Cat snack and treats is still a niche market, but with a
good potential of growth.
• Since both promotional activities and private labels showed relevant growth in most of the
segments, pet care is more and more a highly competitive category—the percent of promoted
volumes in pet food got up to 27.0% with a growth of +0.2 points versus 26.8 last year.
Private label reached a 42.3% volume market share, down -0.4 points versus last year.
• Pet care is a category that is only minimally impacted by the recession, and continued to
grow far above the average for FMCG products of -0.4% for food and non-food products in
Italy in the year ending Q1 2014 and -0.4% in Q1 2014. However, the growth in value for pet
care went together with a decline in volumes.
• As a general comment, pet care continued to grow in Italy, but the attention to saving
money matters more and more. This does not mean that loyalty to brands is decreasing, but
shoppers more and more look for their preferred brand when it is on deal. The attention to
pet welfare is confirmed and, as a consequence, functional and enriched products performed
well. The online channel grew and started to steal sales form physical shops, providing saving
and service to shoppers.
• The real challenge for both manufacturers and retailers is around how to differentiate their
offer and provide value to a shopper who is reacting to the current recession.
TOP LOSERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
TOP WINNERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
Source: IRI retail databases; period ending 30 March 2014
Millions
8.9
7.3
5.1
0 2 4 6 8 10
Pet
Accessories
Dog Food
Cat Food
- 2.0
-3 -2 -2 -1 -1 0
Other Pet
Food
.Millions
PULSE REPORT
17.8%
50.6%28.1%
3.5%
Cat Food Dog Food Pet Accessories Other Pet Food
The Netherlands
13
Eu
ros,
in m
illi
on
s
CATEGORY VALUE SALES IN THE LAST YEAR
CATEGORY SHARE OF VALUE IN THE LAST YEAR
TOP 5 CATEGORIES: EVOLUTION
Value sales (€) and % change versus a year ago
Source: IRI retail databases; period ending 30 March 2014
87
55
11
156
156
55
87
11-2.6 -20.4 1.9 -3.2
Cat
Food
Dog F
ood
Pet
Accessori
es
Oth
er
Pet
Food
Mil
lio
ns
Total € Sales % € vs. YA
KEY TRENDS
• On a yearly basis, the turnover of the pet
food category declined by 2.9%
• Total supermarket turnover has been under
pressure since P9 2013. Because of good
Eastern sales (P4 2014), turnover grew on
year to date (YTD) by 0.2%.
• YTD promotional pressure is sky high (YTD
P4 2014: 19.7%). Also, the share of pet
food sold on promotion increased in Q1
from 11.1% to 12.1% versus last year.
• Compared to Q1 2013, the entire category
lost turnover (-4.5%). Also compared to
the former quarter, turnover showed
decline (-4.2%).
• The largest category, cat food, lost €5.2m
in turnover on moving annual total (MAT)
base versus last year. Dog food lost €2.4m
and other pet food €2.8m.
• Where turnover dropped by 2.9%, volume
dropped by 3.6% and the number of pieces
fell by 4.7% (MAT Q1).
• Prices increased by 0.7% on MAT and
lowered by 0.7% versus Q1 2013.
PULSE REPORT
The Netherlands
14
CATEGORY KEY FACTS
• Cat food was the largest segment within the category (50.6% value share). Turnover
dropped by €5.2m. Dry cat food and wet cat food showed a decline (-5.3% and -3.5%
respectively) in turnover, while other cat food grew (8.9%). Unfortunately, this segment only
has 7.8% share within the cat food category.
• Dog food was the number two largest segment (€) within the category (28.1% value share).
Only frozen dog food grew considerably in turnover (20.4%). The segments dry dog food,
wet dog food and other dog food missed turnover (-4.8%).
• Other pet food is spread over four segments, of which 97.8% of turnover came out of rodent
(€5.1m turnover) and bird food (€5.5m turnover). The other two segments (fish food and
‘Others’) were responsible for only 2.2% of turnover. All segments showed a decline in
turnover, in total -20.4% versus MAT Q1 2013.
• The category pet accessories was the only pet food category that showed turnover growth
(1.9% in value). 89.6% of turnover came out of two segments: dog chew bones (47.2%) and
cat litter (42.3%). These two segments showed growth, respectively 2.7% and 4.6%. All
other segments declined.
• Increase in volume was mainly visible in the segments of frozen dog food (12.3%; 467.9k kg
volume growth) and dog chew bones (4.3%; 435.7k kg volume growth).
• The highest increase in units sold were in frozen dog food (12.2%; 1.2m units) and other cat
food (11.2%; 1.1m units).
TOP LOSERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
TOP WINNERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
Source: IRI retail databases; period ending 30 March 2014
Millions
1.0
0 0 0 1 1 1 1
Pet
Accessories
- 2.4
- 5.2
- 2.8
-6 -5 -4 -3 -2 -1 0
Dog Food
Other Pet
Food
Cat Food
.
Millions
PULSE REPORT
4.8%
60.8%
34.5%
Dog Food Cat Food Other Pet Food
Spain
15
Eu
ros,
in m
illi
on
s
CATEGORY VALUE SALES IN THE LAST YEAR
CATEGORY SHARE OF VALUE IN THE LAST YEAR
TOP 5 CATEGORIES: EVOLUTION
Value sales (€) and % change versus a year ago
Source: IRI retail databases; period ending 30 March 2014
197
27
347
347
27
197
6.7 0.86.9
Dog F
ood
Cat
Food
Oth
er
Pet
Food
Mil
lio
ns
Total € Sales % € vs. YA
KEY TRENDS
• The pet food market showed good health
due to the value sales growth of three
segments: dog food (+6.9%), cat food
(+6.7%) and other pet food (+0.8%).
Private label has reached 48.8% market
share and is higher in the dog food
segment (55.5%).
• Dry dog food experienced major value
sales growth (+7.2%). Wet dog food
increased by only +3.0% in value, as this
segment has a higher level of private label
presence (+75.2%). Wet food is a more
expensive product, but private label
focused on formats with large volume,
whereas branded manufacturers focused
on single serve products with a higher
value but less weight.
• Cat food experienced a growth of 6.5% in
value. This increase in value was due to
the success of single serve products.
PULSE REPORT
Spain
16
CATEGORY KEY FACTS
• All categories continued to grow. Dry dog food, the largest and cheap, along with snacks for
dogs and cats, the newest and more expensive, were the sectors with major growth. On the
other hand, private label continued to gain position, absorbing most of the growth of the
market.
• Snacks and prizes, or treats for dogs and cats, continued gaining presence, increasing their
volume. It is important to highlight the relevance of the prizes for cats category, which is still
small, but has almost doubled in sales. Both monopolised a big part of the launches in this
sector as a way of gaining added value and differentiation.
• Private label brands gained share. This major increase was in value as opposed to volume.
This demonstrates that retailers’ own brands of major quality and added value are not
bought on low prices alone.
TOP LOSERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
TOP WINNERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
Source: IRI retail databases; period ending 30 March 2014
Millions
22.5
12.3
0.2
0 5 10 15 20 25
Dog Food
Cat Food
Other Pet
Food
-50 -45 -40 -35 -30 -25 -20 -15 -10 -5 0
Millions
PULSE REPORT
5.1%
48.9%
44.2%
1.7%
Cat Food Dog Food Pet Accessories Other Pet Food
The United Kingdom
17
Eu
ros,
in m
illi
on
s
CATEGORY VALUE SALES IN THE LAST YEAR
CATEGORY SHARE OF VALUE IN THE LAST YEAR
TOP 5 CATEGORIES: EVOLUTION
Value sales (€) and % change versus year ago
Source: IRI retail databases; period ending 30 March 2014
964
112
37
1 065
1 065
112
964
371.7
-23.8 0.6 0.2
Cat
Food
Dog F
ood
Pet
Accessori
es
Oth
er
Pet
Food
Mil
lio
ns
Total € Sales % € vs. YA
KEY TRENDS
• During the year ending Q1 2014, the pet
market in the UK had modest growth of
0.3% in value sales, as opposed to 3.9%
growth during the same time last year.
• Cat food saw its share decline by 0.1% to
48.9% compared to Q4 2013, whilst dog
food grew by 0.2% to 44.2% share of
value sales.
• Pet accessories also had modest growth of
0.6%, and other pet food declined by
23.8%.
• Promotional activity continued to be below
the total grocery level, but did increase
from 42.5% (12 weeks ending December)
to 47.4% (12 weeks ending March). Cat
food during these latest 12 weeks was at
56.5% and dog food was at 40.1%.
• Dog and cat food private label growth
slowed to below the branded growth rate.
Private label value growth was 0.55% and
branded was 0.64% during the latest year.
PULSE REPORT
The United Kingdom
18
CATEGORY KEY FACTS
• Dog food was the biggest contributor to value growth in the pet market during the latest year
and the sectors which contributed the most were dog treats and chews. These two sectors
accounted for 82.7% of the added value sales for dog food.
• Cat food’s modest increase came mainly from cat treats and single serve products.
• At a sub brand level, new product development (NPD) in the cat and dog food category
contributed only 1.6% of value sales. NPD in the dog food sector contributed 2.4% of dog
food sales, whilst cat food NPD only saw 0.9% of cat food value sales.
• During the year ending Q1 2013, the average price per kilo rose by 3.9% for total cat and
dog food. This year it rose by 4.2%. Significantly, own label increased their prices by 1.7%
last year, but this year the increase has been 6.0%. Branded products increased by 4.9%
last year and this year by 3.5%. Private label still maintain their 18.7% value share of the
market, but have dropped from being 29.4% cheaper (last year) to 28.0% cheaper this year.
• With value growth better than unit growth and volume growth, the category is still moving
towards smaller, more expensive products.
• Cat litter value sales declined by 0.1% during the latest year.
Source: IRI retail databases; Period ending 30 March 2014
TOP LOSERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
TOP WINNERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
Millions
15.9
2.3
0.7
0 5 10 15 20
Dog Food
Cat Food
Pet
Accessories
- 11.5
-15 -10 -5 0
Other Pet
Food
.Millions
PULSE REPORT
Final Notes
19
Notes on category definitions for countries
Due to the diverse products found in individual countries across this market, it was necessary
to consolidate the available data into the categories in this report. In some cases, it wasn’t
always possible to align products across all six countries, hence the need to highlight any
anomalies in the report. Those exceptions are listed below:
Other pet food
• The UK data in this report only includes bird food, while the other countries include fish food
and rodent food.
Pet accessories
• The UK data in this report only includes cat litter and does not include pet hygiene products,
aquarium accessories or pet toys.
• The Spain data in this report does not include this category.
• The Germany data in this report does not include pet toys.
PULSE REPORT
Resources
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FOR MORE INFORMATION
Please contact Paolo Garro, Business Insights Director,
IRI at [email protected] or
+39 02 52.579446 with questions or comments about this report.
To gain insight into opportunities across specific categories, segments, channels or retailers,
contact your IRI client service representative regarding custom analyses leveraging the
following resources:
• IRI InfoScan Census® is a syndicated retail tracking service that enables manufacturers
and retailers to acquire industry insights used to make better business decisions. IRI
InfoScan Census utilises the data that IRI collects from grocery, drug, and mass
merchandise retailers to provide the most comprehensive and accurate syndicated data
offering in the FMCG sector. With access to accurate, granular detail by category,
geography, measure, and time period, clients have the tools needed to develop marketing
and sales strategies based on product performance, distribution, and promotion
responsiveness. All data about pet comes from IRI InfoScan Census.
• IRI Consulting provides strategic insights and advice, leveraging a variety of data sources,
predictive analytics, enabling technologies, and business analyses to help FMCG
manufacturers and retailers address significant sales and marketing issues effectively.