PET FOOD MARKET
The pet food market was valued at $74.9 billion in 2016. North America accounted for the largest share of over 35% of the global market in 2016. The second largest market is Europe, followed by Asia-Pacific with around 20% of the market. share, thus accelerating the trend of pet owners around the world. In North America, the United States has the largest pet and pet owner market share, which is expected to post a high CAGR during 2017-2022 (the forecast period).
TASTE FOR NEW EXPERIENCES AND PORTIONS AS AN ALIBRIUM FOR PLEASURE
Flavors and textures are becoming bolder, more complex, authentic and specific. The correlation of pet foods and modern formats that combine freeze-dried chunks, with kibble or treats, for texture variations has pet owners choosing from a variety of shapes, textures and flavors. Furthermore, clean labeling continues to grow. Health-conscious consumers are looking for permissible indulgences, such as smaller servings of candy or sweets with healthier ingredients like chia seeds or yogurt. Pet treats are being developed, in terms of ingredients with functional nutritional or other benefits, allowing pet owners to indulge their pets guilt-free. New dog food products comprise 80% of global launches in 2015. Launches from September 2015 to September 2016 keep the health-related trend in new products by category intact. The share of cat food was around 68% globally. This health and wellness trend has made good sales for manufacturers. Some examples in this context are Hill’s Ideal Balance, a new range of cat and dog food that combines natural ingredients with Hill’s perfectly balanced nutrition, which is now available in South Africa. CORE® RawRev, a new high-protein grain-free product, is launched by Wellness CORE®, a family of grain-free and natural animal nutrition companies.
IMPROVED DISTRIBUTION NETWORK LEADS TO GROWTH IN PET FOOD SALES
High Internet connectivity available in major countries is driving the use of e-commerce sites as an effective distribution channel. Notions of convenience, wealth or exclusivity, security, and market knowledge play a very important role in developing nations. The unreliability of local products, as recent scandals indicate, is also making people dependent on foreign products. These are readily available through e-commerce, further increasing sales. Thanks to the two big pet stores in the industry, PetSmart and Petco, the e-commerce channel is skyrocketing with pet product sales. Late adoption of market connectivity in minor markets of small economies, such as Vietnam, Thailand, etc., is a cause of lagging infrastructure and almost negligible product awareness. These stores offer the emerging market the advantages of low regulation and competition. Businesses, as e-commerce goes from strength to strength, are negotiating the ever-changing internet landscape with factors like dealing with giants like Amazon deciding to sell through similar e-commerce websites and mergers and acquisitions. For example, in April 2017, PetSmart announced that it would acquire Chewy.com, adding to the consternation of independent pet retailers. In response, Tuffy’s Pet Food, an independent, family-owned manufacturer, announced that it would withdraw its products from Chewy, as it would be owned by the largest pet store chain in the US. Although Tuffy’s reports a very positive response, no all companies are easily separated from the big e-commerce sites.
“FREE OF EVERYTHING” AND “FLEXITARY EFFECT” BOTH FINDING THEIR WAY TOGETHER
Although today’s consumers are part-time vegetarians, they seem to do the opposite when it comes to pet food. Pet owners are seeking dietary options that focus on the carnivorous nature of dogs and cats, which is driving the number of products with high fresh meat claims. Despite the demand for carnivorous diets, vegetables are still going mainstream and growers are innovating their existing products. “Free” for Everyone: The “free” trend has been growing for the past several years and has now hit the mainstream. Pet foods are being formulated with respect to human concerns that include organic and non-GMO ingredients. These ingredients are used in low-carb recipes and have gluten-free claims in new cereal products that increased from one in 15 in 2011 to one in five in 2016. New product launches, with organic or GMO-free ingredients, are experiencing growth in the market Sales of organic and natural foods are expected to grow 14.6% annually in the next two years Brands communicate more about production processes, due to growing consumer interest in what plus authenticity and transparency.This is also true for shoppers, especially for those who are looking for products in natural format. Non-traditional foods such as raw, freeze-dried, frozen, and baked. Balchem Corp., a global health and nutrition company, introduced a new line of specialty nutrients and unique processing additives. The Omega Plus range was launched in the South Island in September 2016, after two years of continuous research and development. In addition, Bob Martin launched Simply+, a range of products marketed as “nutritionally advanced foods that provide dogs with all the essential elements of a healthy diet.”
CROSS-BORDER ZONE TO HELP MEET STRONG DEMAND
The domestic market is growing at an annual rate of over 30% in China and is poised to accelerate at the same rate by 2022, reaching CNY 150 billion and above, making it the third largest market in the world. In addition, Hangzhou in Zhejiang province opened the first cross-border pet industry pilot zone in the city’s Jianggan district. The experimental zone will pilot the reforms on the regulation and approval of cross-border imports. It will explore the introduction of national standards in the industry and promote the export of domestically manufactured products. In addition, more than 35 companies have been established in the pilot zone, including cross-border e-commerce sites such as Tmall, Kaola Beibei, and related logistics and warehousing companies. The zone basically enables one-stop services and aims to enroll open, transparent and smart pet food import channels and regulatory policies. Countries are making similar efforts to focus on growing pet populations and trends. Market players are taking full advantage of this situation and investing in R&D to launch innovative products.
NOTABLE MARKET DEVELOPMENTS
1. Nestlé Purina opened a new production hall at its Bük facility in northwest Hungary, making the plant the largest production center in Europe, and opened the $86 million factories in Brazil. This step is expected to propel Nestlé Purina to higher growth than the domestic market.
2. Carna4: Formulas inspired by health food trends. This manufacturer is inspired by the human food sector to formulate innovative and comprehensive recipes for dogs and cats.
3. PetLife exceeds expectations for acquisition of Real Food for Pets from Dr. Geoff. PetLife Pharmaceuticals, Inc., developer of a new generation of high-potency veterinary cancer drugs and nutraceuticals for pets, announced it will acquire Dr. Geoff’s Real Food for Pets™ and plans to expand for a national launch.
4. German company entering Thailand. Interquell, a German-based dog and cat food company, has entered the Thai industry by forming a joint venture, called Happy Pet (Thailand) Co Ltd, with its partner Technic Pet Holding, Pets International reported. Interquell owns 49% of the joint venture. Interquell owns the Happy Dog and Happy Cat premium brands.
TOPICS COVERED IN THE REPORT
How will face-to-face interaction drive the pet food market in the digital age?
Is Low Thiamine Cat Food the Cause of Australian Cat Deaths?
Gluten free foods, GMO foods making their mark in the pet food industry.
Edible insects are becoming popular in pet food.
Humanization and premiumization at the peaks of the pet industry.
Will the US and China continue their dominance of the pet food market? What are emerging markets?
Does the increasing connectivity of the market in the Asian countries of Vietnam, Thailand, etc. drive the Asia-Pacific pet food market?