Pathfinder – Global dog and cat food trends

Introduction

Around the world, pet ownership is on the rise. In developed countries with ageing populations, many consumers are turning to dogs and cats for companionship. On the other end of the age spectrum, younger consumers are staying single or childless longer and view pets as a good alternative. In some developing countries, the improving economic situation makes it easier for an increasing number of households to own a dog or a cat.

There has also been an enormous cultural shift in the way people view their canine and feline companions. No longer relegated to the garden, pets have become present in all aspects of owners' lives, even on social media. In the most developed markets, pet "parents" are taking this trend to a whole new level, with products such as dog houses that are miniature versions of owner's houses, dog "beer" to celebrate special moments, or the first television channel for dogs. According to Sainsbury's^{Footnote 1}, in the United Kingdom (UK) nearly a third of respondents (31%) say their dog or cat's health and wellbeing is of greater concern to them than their own.

In 2017, the global pet care industry was valued at US$ 116.6 billion, with consumers spending most of that amount (US$ 84.5 billion) on pet food. Dog and cat food, which is the focus of this report, makes up 95% of the pet food industry, and both sectors are projected to grow at compound annual growth rates of above 6% up to 2022. The global retail market for dog and cat food has also registered positive overall performance in recent years in a number of non-traditional markets for pet food including Brazil, Russia and Mexico. The "other pet food" category, which includes food for other animals such as birds and fish, has been on a declining trend for years.

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• Global pet care: US$116.6 billion
  • Pet food: US$84.5 billion
    • Dog food: US$50.6 billion
    • Cat food: US$29.8 billion
    • Other pet food: US$4.1 billion

Source: Euromonitor International, 2018.

Trade overview

Globally, the major dog and cat food importers are located in Western Europe and North America, with the exception of Japan. Germany has been for a long time the world's biggest importer of dog and cat food, and has recently positioned itself ahead of France as the world's largest dog and cat food exporter. In 2017, Canada was the eighth-largest exporter of dog and cat food.

In 2017, Canada exported US$525.3 million worth of dog and cat food. The United States is still the number one destination, with a share of almost half of total Canadian dog and cat food exports in 2017, but its share is declining. Russia follows, receiving 7.7% of Canadian dog and cat food exports in 2017. All other countries receive less than 5% of Canadian dog and cat food exports, but some destinations are growing at strong rates, including South Korea (with a compound annual growth rate of 46.1% over 2013-2017), France (36.9%), Hong Kong (35.2%), Spain (21.2%) and New Zealand (2.8%).

Retail sales and trends

General trends

Pet "parents" are looking for better quality products and now believe that the food they give to their pets should be as good as the food that they consume themselves. Tightening regulations globally for human food and beverages is also impacting pet food, highlighting the importance of food safety for humans and animals alike.

Premiumisation

The humanization of pets drives a major global trend towards super-premium products, focusing on quality ingredients, including a greater interest in nutrients and protein, as well as claims related to social and ethical concerns, such as animal welfare and environmental sustainability (Euromonitor International, 2018). Innovations go from human-grade quality food to exotic flavours. In March 2016, for example, Blue Buffalo launched Bayou Blend dog treats featuring alligator and catfish protein.

Health and wellness

Global trends which characterize the human food market have also trickled down to pet food in several markets, including the adoption of a wider notion of pets health and wellness, as shown by the diverse dieting regimes and the vast array of popular functional pet claims associated to foods that are allegedly good for digestion, for the skin, for the teeth, etc. (Euromonitor International, 2018).

The seniorisation trend tackles the fact that pets are living longer and have specific needs in terms of more functional foods.

Focus on proteins

Protein-rich diets are at the forefront. Grain-free diets are said to feed the dogs or cats "inner animal", reconnecting them to their wild ancestors and helping them to keep a good health and weight. Grain-free has become mainstream in the U.S. and is gaining popularity in other regions. New and more exotic protein sources, such as venison and boa, are also on the rise. On the other side of the spectrum, a number of vegan pet food products have also been launched, often containing ancient grains (such as amaranth) and superfoods/superfruits (such as cranberries).

Plant proteins are becoming widely popular within pet food formulations, including sweet potato, lentils, tapioca, quinoa and pea. Algae are also being studied as a source of protein. New product development efforts include a hemp-based therapeutic dog product under the form of pet chews which is being distributed by a B.C. medical marijuana company (True Leaf Pet) in pet stores across New Zealand.

Insect proteins are also generating interest and, according to Euromonitor International (2018), they will remain a key trend in the coming years. As indicated in a recent article, when cultural barriers don't stand in the way, pet owners may accept insect-based ingredients in dog and cat food. Even in regions where taboos about eating insects are present, such as in the U.S. or Europe, many pet owners have witnessed their dogs and cats hunting insects and are therefore more eager to accept these as a novel protein source in dog and cat food, even if they are squeamish about eating insects themselves. Green Petfood Sensitive Insect Dog, for example, is a product launched in Germany containing rice and insect as the sole animal protein source and positioned as the perfect food for dogs with a sensitive digestive system.

Mission-based marketing

Pet owners are interested in supporting pet food manufacturers that have demonstrated a commitment to social causes and organizations. The so-called mission-based marketing is one of the strongest trends in dog and cat food according to a pet food industry analyst^{Footnote 2}. Consumers want to know what a pet food company stands for ideologically (Petfoodindustry.com, 2018).

Traditional and emerging markets for pet food

In 2017, the global pet food market was worth US$84.5 billion. The traditional, most mature markets are located in Western Europe and North America. Together, they made up 66.1% of global value sales, driven mostly by premium and niche products. These markets should maintain a good performance in the coming years, especially in North America where pet "parents" tend to splurge on their pets, with a trend towards customisation (Euromonitor International, 2018).

Over the 2013-2017 period, the fastest growing regions for pet food sales were Latin America, Eastern Europe, and Asia Pacific, and these regions also hold the best growth prospects for 2018-2022. In these regions, many consumers will be entering the market of prepared dog and cat food for the very first time in the coming years or trading up to better quality products.

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Pet food retail sales in the world, by region and category in US$ millions

	Dog food	Cat food	Other pet food	CAGR* 2013-2017 for total pet food
North America	22,255.0	9,537.2	987.9	3.7%
Western Europe	10,486.8	10,616.6	1,897.8	1.7%
Latin America	8,254.5	1,997.3	505.1	12.5%
Asia Pacific	5,266.5	2,989.6	324.7	9.1%
Eastern Europe	2,175.4	3,363.3	168.1	10.3%
Australasia	1,676.2	987.4	153.7	1.7%
Middle East and Africa	500.7	271.8	35.2	9.1%
*CAGR: compound annual growth rate

Source: Euromonitor International, 2018.

Australia is one of the top mature markets outside of Western Europe and North America, while in the Asia Pacific region, the majority of sales are currently concentrated in Japan, which is also relatively mature.

In terms of emerging markets, Brazil and Russia remain key players with very large markets that have been growing at good pace in recent years. China's growth has been impressive at a compound annual growth rate of 35.0% over 2013-2017. In Mexico, another large market, consumer education on pet nutrition has been driving growth of the premium and therapeutic pet foods segment. India, on the other hand, remains one of the smallest markets, but the growth forecasts are very positive, as more and more people abandon table scraps.

Most emerging markets for pet food are characterized by a large dog and cat population, comparatively resilient economies, generally increasing levels of consumer prosperity and spending, and demographic shifts which support higher incidences of pet ownership (Euromonitor International, 2018). Moreover, many of these markets have a low percentage of pets that are already eating prepared food, which means that there is still an untapped potential for dog and cat food sales. For example, in China, prepared food accounted for only 2.6% and 7.3% of dog and cat nutrition respectively in 2017, and the corresponding figures are even lower for India. By contrast, in a mature market such as Germany, these figures stand at 92.0% and 68.2%.

Other interesting emerging markets, not mentioned in the previous table, combine a market value of at least US$200 million and a 2013-2017 compound annual growth rate of over 5%. These are Peru, Taiwan, South Africa, Poland and the Czech Republic.

Expenditure on pets

Expenditure on pets (food, health care, and other) vary widely from country to country, even within the same regions. For example, as shown on the table, dog owners in Singapore spend 230 times more on prepared food for their dog than dog owners in Vietnam.

This is also reflected in the quality of products chosen by consumers. Generally speaking, consumers in North America, Western Europe and Asia-Pacific tend to prefer premium over lower priced brands, while consumers in Latin America and Easter Europe still tend to feed their pets with mid-priced products.

Yet, growth in Latin America is being led by premiumisation, particularly in the dog food sectors of Brazil and Mexico, as consumers gradually start to view their pets as children and become more aware of diseases that result from poor nutrition, and consequently are willing to spend more on food. In Asian countries, there is a clearly marked preference towards imported premium products with added functionality.

Finally, premiumisation has been historically a more prominent trend in the dog food sector, but the cat food sector is starting to catch up.

Retail sales by category and lifecycle

Dog food is the leading subcategory in pet food products, followed by cat food, and both subcategories will register significant growth in the coming years. By contrast, the subcategories for other types of pet food have been on a declining trend since 2013, including bird, fish and small mammal/reptile food.

The growing popularity of pet dietary supplements (over-the-counter products intended to complement the diet and usually purchased on the advice of a vet or pet specialist) shows how much importance dogs and cats have taken in their owners' life. Pet healthcare products (which include over-the-counter anti-parasitics, skincare, dental care, etc.), despite a negative performance between 2013 and 2017, are also expected to drive growth of the pet care category.

Dog and cat food products can be bought in many forms, the top being dry food and wet canned food. Dry food is generally less expensive, and has a longer shelf life in comparison to wet food. In 2017, global dry dog food sales reached US$33.1 billion, while wet dog food sales were US$8.4 billion.

Known as man's best friends, dogs are the most humanized animals and they increasingly share their owner's life in a growing number of countries. As a result, premium food led the sales in both categories.

Dog treats and mixers also performed very well. Treats are fed as a reward or indulgence while mixers are fillers whose essential function is to make meals more bulky. They differ from dry food in that they are positioned as a complement to wet food rather than as a complete meal.

Cats are gaining popularity, particularly in more densely populated areas. Typically seen as less demanding than dogs, they are considered good companions. Gourmet products for cats are key to driving growth as cat owners are also increasingly feeding their cats with premium food (figures for premium cat food recently outperformed mid-priced cat food). Treats and mixers also registered interesting growth, but mixers still remain a niche category.

Dry food offers higher convenience while wet food tends to be marketed as a delicious treat. Wet food is also easier to swallow.

Products are also often positioned according to the age of pets. Senior pet food has been gaining popularity in recent years. Senior dogs and cats^{Footnote 3} have specific needs, and more affluent consumers take these very seriously by acquiring food specifically formulated to help them cope with physical changes, such as joint problems or arthritis. Food targeting senior dog and cats makes up the most significant share of retail sales in many countries, with notable exceptions, such as India. An example of dog food products per lifecycle in selected markets is presented in the table of the next page.

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Country	Dry dog food				Wet dog food
	Puppy	Adult	Senior	Other	Puppy	Adult	Senior	Other
Australia	11.4	14.5	59.2	70.5	12.4	7.1	17.0	7.9
Brazil	18.3	18.1	34.2	26.2	21.2	21.1	26.4	34.5
China	35.9	32.0	50.4	49.2	11.4	14.8	2.3	4.0
Colombia	23.0	14.3	30.0	23.8	7.3	2.0	39.8	60.0
France	12.2	8.4	40.6	44.6	9.5	7.3	37.7	39.8
India	55.5	62.7	41.2	29.2	1.9	N/A	1.4	8.1
Japan	8.6	3.0	41.3	43.3	39.2	40.6	10.9	13.1
Mexico	18.5	16.0	44.8	25.0	5.2	2.2	31.6	56.8
Thailand	22.5	21.4	60.7	59.7	0.3	1.1	16.5	17.8
United States	17.0	10.7	15.6	16.8	4.9	5.5	62.4	67.1

Source: Euromonitor International, 2018.

N/A: Not available

Note: "Other" refers to all the food that has no life stage clearly indicated on the package.

Distribution channels

Most pet owners around the world still buy prepared food for their pets in grocery stores, especially in supermarkets and hypermarkets. The other main channels used are specialized outlets such as pet superstores and pet shops.

The most promising opportunity in the pet food sector is e-commerce, as pet food sales have more than doubled through this channel between 2013 and 2017, growing at a compound annual growth rate of 24.9% during that period. In May 2018, Amazon launched in the United States its own line of dog food, called Wag, announcing that it would allow users to create special profiles for their pets, making the selection and buying of pet foods and other pet products even easier and less expensive (FoodProcessing.com, 2018).

Company shares

Mars and Nestlé clearly dominate the global dog and cat food landscape, competing with each other, far ahead from other competitors. The internationally known brand Pedigree by Mars Inc. leads the dog food sector, followed by Blue Buffalo (Blue Buffalo Pet Products Inc) and Purina Dog Chow (Nestlé SA). Mars also leads the cat food sector with its emblematic Whiskas.

Pets' welfare is a major concern for both the industry and pet owners. Most manufacturers seem to have in place a scheme for donating and partnering with pet rescue and adoption centers as well as promoting stray pet adoption. This is also relevant for raising brand profile, particularly in less developed markets. For example, in 2017 in China, Pedigree organized a nationwide event for a public charity, "Help and Treat Homeless Animals". The brand also sponsored the first charity ambulance exclusively for homeless animals in China (Euromonitor International, 2018).

Nestle's Purina Petcare is said to have more than 500 scientists on staff, including food scientists, nutritionists and veterinarians, while Mars conducts a series of studies via its Waltham Centre to understand the ways in which interaction with animals can benefit the lives of individuals and communities.

As consumers are seeking out natural and human-grade foods, they also expect the same transparency in the manufacturing process of dog and cat food as in their own diets. The most educated pet owners want to be able to discuss their ingredient sourcing with manufacturers.

Product launch analysis

From March 2017 to March 2018, a total of 8,238 products were launched in the world. The most popular category was dog snacks and treats with 2,787 products launched, followed by cat food wet (1,694) and dog food wet (1,165). There were a lower number of launches in the dry products category, with the lowest number of launches in the cat snacks category.

Some 2,959 products contained ingredients with an animal original (according to ingredient claims), compared to 2,751 products with vegetable-based ingredients, 1,490 nutritional, 1,385 sugar-based and 632 soy-derived.

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• Europe: 3,757
• Asia Pacific: 2,150
• North America: 990
• Latin America: 872
• Middle East and Africa: 469

Source: Mintel, 2018

Consumers increasingly want highly functional and natural products for their pets. Once considered as a premium, natural products are rapidly becoming part of the mainstream.

The trend towards protein-rich products is clear in recent pet food products launches.

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Nutritional component	Percentage of products launched
Protein	91%
Moisture	77%
Fat	74%
Ash	61%
Vitamin E	32%
Vitamin D3	30%
Vitamin A	26%
Calcium	26%
Phosphorus	23%

Source: Mintel, 2018

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Ingredient preparation	Percentage of products launched
Extract	26%
Dry	18%
Meal	18%
Powdered	15%
Anhydrous	14%
Pulp	10%
Mixed	10%
Fish Oil Derived	8%
Hydrolysed	8%
Preserved	6%

Source: Mintel, 2018

Even though products marketed in the pet food sector primarily target the owners through claims, functional ingredients and appealing packages, manufacturers also need to ensure that their products will be appetizing to the pets that will consume it. Research is being made that can help manufacturers develop and innovate in that sector. According to a professor of animal science at Colorado State University, dogs and cats use sensations, such as appetizing smells, to build their mental understanding of the world and form memories, and that holds true for pet food. Dogs and cats love variety and the smells and textures of a new food can help fulfill the animals' mental need for novel experiences.^{Footnote 4}

New product examples

Grain Free Fish Luau Dry Dog Food

Company	Tiki Pets
Brand	Tiki Dog Aloha Petites
Country	United States
Country of manufacture	Canada
Date published	February 2018
Launch type	New product
Price in US dollars	17.99

Tiki Dog Aloha Petites Grain Free Fish Luau Dry Dog Food is suitable for small dogs and is said to provide big nutrition in bite size kibbles with the followings: high quality protein with real herring as the first ingredient, plus flavorful chicken liver; nutrient-rich superfoods like coconut, salmon oil, and ground whole flaxseed; omega 3 fatty acids to support healthy immune system; grain-free carbohydrate sources like whole peas and lentils; and omega 6 fatty acids for skin and coat health. This gently-baked product is easy to eat, does not contains white potatoes, and retails in a 3.5-pound (lbs.) resealable bag, featuring the Facebook logo.

Meat Flavored Liquid Dog Snack

Company	Internet Pet Comércio de Produtos para Animais
Brand	Dog's Wine
Country	Brazil
Country of manufacture	Brazil
Date published	February 2018
Launch type	New packaging
Price in US dollars	6.21

Dog's Wine Petisco Líquido para Cães Sabor Carne (meat flavoured liquid dog snack) is now available in a newly designed packaging. The product contains no grapes or alcohol, has been inspected by the Brazilian Ministry of Agriculture, and retails in a 250 millilitre (ml) pack.

Pure Kangaroo Complete Food for Adult Dogs

Company	Interquell
Brand	Happy Dog
Country	Germany
Country of manufacture	Germany
Date published	November 2017
Launch type	New variety/range extension
Price in US dollars	3.94

Happy Dog Känguru Pur Alleinfuttermittel für Ausgewachsene Hunde (Pure Kangaroo Complete Food for Adult Dogs) is made exclusively with 100% animal protein from pure kangaroo, plus vitamin E to support the immune system. This supreme product for sensitive dogs is free from grains, soy, sugar, preservatives and colours, and retails in a 400 gram (g) pack.

Chicken, Vegetables & Herbs Soup for Pets

Company	Sernea Enterprises
Brand	Robust
Country	India
Country of manufacture	India
Import Status	Not imported
Date published	October 2017
Launch type	New variety/range
Price in US dollars	2.50

Robust Chicken, Vegetables & Herbs Soup for Pets is said to be easy to prepare, features high digestibility, and can be prepared by adding boiling water. It is positioned as a healthy alternative and has been prepared from fresh vegetables, real chicken and herbs and is said to delight the taste buds of pets. It also comes with the goodness of oats offering high soluble fibre, which improves digestion and boosts immunity. It is suitable for dogs, cats, senior adult dogs and dogs with illnesses. The product retails in a 100g pack with five servings and featuring the Facebook and Twitter logos.

Crunchy Dog Food for Miniature Dachshund 13 Years and Up

Company	Unicharm
Brand	Unicharm Pet Best Balance
Country	Japan
Country of manufacture	Japan
Date published	March 2018
Launch type	New packaging
Price in US dollars	9.87

Unicharm Pet Best Balance Crunchy Dog Food for Miniature Dachshund 13 Years and Up has been repackaged. This dog food suitable for miniature dachshund and Pembroke Welsh corgi, has been developed with veterinary nutritionists in the United States and comes with crunchy, thin diced chicken kibbles made with easy-to-digest ingredients. The product contains the following nutrition: a balanced content of calcium and phosphorus for healthy bones and teeth; omega 3 and 6 fatty acids for healthy skin and coat; twice more glucosamine and chondroitin sulfate to support the back and joints; dietary fibre to aid in digestion; and added vitamin C and 2.5 times more vitamin E to maintain everyday health and the immune system.

Chicken Sauce for Dog and Cat Food

Company	Nutrello
Brand	Nutrello
Country	Colombia
Date published	December 2017
Launch type	New packaging
Price in US dollars	2.30

Nutrello Salsa Saborizante para Aplicar al Alimento Seco Pollo (Chicken Sauce for Dog and Cat Food) has been repackaged with an updated design. This product has been made with natural, fresh ingredients, enhances the flavor, improves the texture, and facilitates the consumption of dry food. It is suitable for all ages and breeds and retails in a 280g pack with a degradable label.

For more information

International Trade Commissioners can provide Canadian industry with on-the-ground expertise regarding market potential, current conditions and local business contacts, and are an excellent point of contact for export advice.

• Find a Trade Commissioner

For additional intelligence on this and other markets, the complete library of Global Analysis reports can be found on the International agri-food market intelligence page, arranged by region.

Resources

• Euromonitor International, 2018.
• Euromonitor International, 2017. Pet care global industry overview 2017.
• Euromonitor International, 2018. Eight pet care trends for 2018
• FoodProcessing.com, 2018. Feed them like family
• Mintel Global New Products Database, 2018.
• PetFoodIndustry.com, 2018

Pathfinder – Global dog and cat food trends
Global Analysis Report

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