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Sector Trend Analysis – Pet food trends in France

October 2018

Executive summary

Humanization has been a key trend in the global dog and cat food sectors for years. Pets are increasingly seen as family members in the developed markets. As a consequence, pet owners increasingly buy premium food that is customized to their pet's breed and age. They are also increasingly taking into account their pets' health, allergies, level of fitness and general wellbeing. Thus, French owners spend more on food supplements and functional foods.

French pet owners are increasingly seeking out products containing the best possible nutrition for their pets, purchasing products that reflect their own values and lifestyle choices. Consequently, brand manufacturers will continue to focus on improvements in the price, quality and segmentation of such pet products.

French consumers increasingly want healthy food choices for the pet, which at the same time, give them peace of mind in terms of environmental and ethical claims. Products that contain 100% traceable ingredients will be the preferred choice of producers to meet consumer demands.

From March 2015 to March 2018, a total of 4,989 pet food products were launched in the five largest European markets and 726 products were launched in France.

Introduction

In France, retail volume sales of pet food are predicted to remain steady, largely due to the stable pet population. That said, occurring trends like pet humanization and premiumization will drive value sales growth within the pet food industry. The race to premiumize within the pet food industry in France is nothing new, but it is becoming faster, more widespread, more noticeable and shows no sign of slowing down. Innovation has driven forward the industry with enticing products, designed more to please humans.

As premiumization in France is accelerating and becomes prevalent in most pet food categories, many pet owners are choosing to own smaller pets that eat less and tend to be easier to take care of. The main trends underlying this choice are that French pet owners have increasingly restless lifestyles. Most of them live in cities and they work longer and longer hours. In developed countries with ageing populations like France, 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.

Historical and forecast, retail value sales of pet food in France, by type of pet, US$ millions, current prices fixed at 2017 exchange rates
Categories 2013 2017 2018 2022 CAGR* % 2013-2017 CAGR* % 2018-2022
Total 3,882.2 4,084.9 4,142.8 4,626.1 1.3 2.8
Dog and cat food 3,507.2 3,727.0 3,784.1 4,247.6 1.5 2.9
Cat food 1,784.4 1,903.6 1,932.2 2,192.9 1.6 3.2
Dog food 1,722.8 1,823.3 1,851.9 2,054.7 1.4 2.6
Other pet food 375.0 358.0 358.7 378.5 −1.2 1.4
Bird food 88.6 92.3 95.4 108.8 1.0 3.3
Fish food 74.3 63.6 62.3 62.2 −3.8 0.0
Small mammal/reptile food 212.0 202.1 201.1 207.4 −1.2 0.8

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

Historical and forecast, pet population in France, (000s)
Categorization type 2013 2017 2018 2022 CAGR* % 2013-2017 CAGR* % 2018-2022
Dog and cat population 19,348.6 21,322.8 21,427.8 21,695.0 2.5 0.3
Cat population 11,997.9 14,357.9 14,487.2 14,845.3 4.6 0.6
Dog population 7,350.6 6,964.8 6,940.7 6,849.6 −1.3 −0.3
Small dog population (up to 20 lbs. or 9 kg) 3,416.4 3,586.9 3,633.5 3,762.4 1.2 0.9
Medium dog population (20 to 50 lbs. or 9 to 23 kg) 1,929.6 1,708.1 1,679.1 1,590.2 −3.0 −1.4
Large dog population (over 50 lbs. or over 23 kg) 2,004.6 1,669.8 1,628.1 1,497.1 −4.5 −2.1
Other pet population 45,211.1 43,865.9 43,757.2 43,582.0 −0.8 −0.1
Bird population 6,040.3 5,388.2 5,560.6 5,994.9 −2.8 1.9
Fish population 34,509.1 33,403.8 33,036.4 32,040.2 −0.8 −0.8
Small mammal/reptile population 4,661.7 5,073.9 5,160.2 5,546.9 2.1 1.8
Small mammal population 2,761.2 2,981.2 3,098.9 3,569.9 1.9 3.6
Reptile population 1,900.5 2,092.7 2,061.3 1,977.1 2.4 −1.0

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

In France, the feline population continues to rise while the dog population stabilizes after several years of decline.

Historical and forecast, pet population in France, (000s)
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2004 2006 2008 2010 2012 2014 2016 2018 2020 2022
Cat population 9,870.0 10,040.0 10,700.0 10,960.0 11,415.7 12,681.8 14,208.7 14,487.2 14,690.7 14,845.3
Dog population 8,583.4 8.089.8 7.792.3 7,591.2 7,425.4 7,260.8 6,989.5 6,940.7 6,894.5 6,849.6

Source: Euromonitor International, 2018

Retail trends

Humanization and premiumisation

Humanization is a prevalent trend in dog and cat food that is strongly linked to premiuminization in France. Pets are increasingly viewed as a distinct member of the family rather than as guardians or companions. This has been an enormous and growing cultural shift in the way people view their canine and feline companions. French pet owners will increasingly seek out products containing the best possible nutrition for their pets, purchasing products that reflect their own values and lifestyle choices. Additionally, the two biggest pet food companies in France (Mars Petcare & Food and Nestlé Purina PetCare) have both launched products in 2017 branded as super-premium. This raises the bar for other competitors in the French pet food industry, as it is no longer sufficient for some consumers that a product is simply labelled as a premium product.

Health-based marketing

French consumers are already looking for more foods that provide health benefits that address weight management, digestive health, heart health, and joint or bone health. Growing concerns over animal health have led consumers to trade up more on high-quality food. Consequently, brand manufacturers will continue to focus on improvements in the price, quality and segmentation of such premium products. (Euromonitor Internationale, 2018) Also, manufacturers focus on launching smaller portions of dog and cat treats and on products that are low-fat to address pet owners' health consciousness.

Historical and forecast, retail value sales in France for premium pet food products, US$ millions, current prices fixed (2017 exchange rates)
Categories 2013 2017 2018 2022 CAGR* % 2013-2017 CAGR* % 2018-2022
Premium dry cat food 403.4 485.7 506.4 625.4 4.8 5.4
Premium therapeutic dry cat food 47.8 58.0 61.2 83.0 5.0 7.9
Premium non-therapeutic dry cat food 355.6 427.7 445.2 542.4 4.7 5.1
Premium dry dog food 685.3 783.9 804.5 922.6 3.4 3.5
Premium therapeutic dry dog food 137.9 157.2 163.3 197.6 3.3 4.9
Premium non-therapeutic dry dog food 547.4 626.8 641.2 724.9 3.4 3.1
Premium wet cat food 309.0 377.3 383.7 427.5 5.1 2.7
Premium therapeutic wet cat food 19.5 23.9 24.6 28.6 5.2 3.8
Premium non-therapeutic wet cat food 289.5 353.4 359.1 398.8 5.1 2.7
Premium wet dog food 59.5 67.3 69.3 79.5 3.1 3.5
Premium therapeutic wet dog food 17.7 19.4 19.9 22.7 2.3 3.3
Premium non-therapeutic wet dog food 41.8 47.9 49.4 56.8 3.5 3.6

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

Natural and organic

Global trends which characterize the human food market have also trickled down to the pet food industry in several markets, including the natural and organic notions. The organic and natural pet food market size pet is strongly on the rise in both value and volume terms. Even if the term "natural" does not appear in the existing French regulations concerning the pet food industry in France, manufacturers and suppliers are instead, increasingly deciding to choose their own definition of "naturalness" by proposing products that do not contain chemical additives, dyes, agents, artificial flavours, etc.

In a crowded market where so many products are marketed as or considered premium, launching natural or organic pet food rather than focusing on more premium ingredients is seen as an alternative method of entry for Canadian manufacturers into this segment of the market.

Market segmentation

Manufacturers have been progressively developing new products based and segmented by breed, age and lifecycle to reach greater specificity among French consumers. Segmentation is playing a key role in driving growth and attracting interest to the category as well as differentiating from competitors. Recent developments in the industry have also combined breeds with their different life stages and lifestyles as consumers look to better adapt their pets' functional needs to meet their nutrition needs.

Pet food designed for senior dogs and cats provide fertile ground for innovation as the market share will expand. The seniorization trend tackles the fact that similar to humans, pets are also living longer, and they have specific needs in terms of nutrition. In France, 60% of cats are fed exclusively on dry food, with the remainder fed a mixture of dry and wet cat food.

For health and price reasons, cat owners increasingly view wet cat food as a treat and feed their cats' wet cat food very occasionally. Also, dry food is usually cheaper and offers higher convenience while wet food tends to be marketed as a delicious treat.

Dry dog food and wet dog food products, by lifecycle in key markets, % breakdown, 2013- 2018
Categories 2013 2014 2015 2016 2017 2018[e] CAGR* % 2013-2018
Dry dog food
Kitten/puppy 11.3 11.4 11.6 11.9 12.2 12.5 2.0
Adult 39.9 40.2 40.3 40.5 40.6 40.7 0.4
Senior 7.6 7.9 8.3 9.1 9.5 9.9 5.4
Other 41.2 40.5 39.8 38.5 37.7 37.0 −2.1
Wet dog food
Kitten/puppy 7.7 7.8 7.9 8.2 8.4 8.6 2.2
Adult 42.5 42.8 43.0 44.1 44.6 44.9 1.1
Senior 6.2 6.4 6.7 7.1 7.3 7.5 3.9
Other 43.7 43.0 42.3 40.7 39.8 39.0 −2.3
Dry cat food
Kitten/puppy 13.4 13.6 13.8 14.1 14.7 15.1 2.4
Adult 50.5 51.0 51.5 53.8 54.0 54.2 1.4
Senior 5.7 6.9 7.8 8.4 8.7 8.9 9.3
Other 30.4 28.4 26.9 23.7 22.6 21.8 −6.4
Wet cat food
Kitten/puppy 6.2 6.3 6.5 6.9 7.1 7.3 3.3
Adult 53.4 53.5 53.6 53.7 53.8 53.9 0.2
Senior 5.5 6.5 7.2 7.8 8.3 8.7 9.6
Other 34.9 33.7 32.7 31.5 30.8 30.1 −2.9

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

e: Estimate

Retail sales

In 2017, the French retail market for dog and cat food has also registered positive overall performance and makes up for 92% of the pet food industry in France. All categories except fish food are projected to grow.

Historical and forecast, retail value sales in France for dog and cat food, US$ millions, current prices fixed (2017 exchange rates)
Categories 2013 2017 2018 2022 CAGR* % 2013-2017 CAGR* % 2018-2022
Total dog and cat food 3,507.2 3,726.9 3,784.1 4,247.6 1.5 2.9
Cat food 1,784.4 1,903.6 1,932.2 2,192.9 1.6 3.2
Cat treats and mixers 49.2 74.5 80.7 112.5 10.9 8.7
Economy cat food 189.7 153.3 151.3 153.0 −5.2 0.3
Economy dry cat food 45.9 43.2 43.0 43.5 −1.5 0.3
Economy wet cat food 143.8 110.2 108.4 109.4 −6.4 0.2
Mid-priced cat food 833.1 812.8 810.1 874.5 −0.6 1.9
Mid-priced dry cat food 325.1 334.6 337.6 385.1 0.7 3.3
Mid-priced wet cat food 508.0 478.2 472.5 489.4 −1.5 0.9
Premium cat food 712.4 863.0 890.1 1,052.9 4.9 4.3
Premium dry cat food 403.4 485.7 506.4 625.4 4.8 5.4
Premium wet cat food 309.0 377.3 383.7 427.5 5.1 2.7
Dog food 1,722.8 1,823.3 1,851.9 2,054.7 1.4 2.6
Dog treats and mixers 203.9 261.3 272.6 339.3 6.4 5.6
Dog mixers 10.8 9.2 8.9 8.5 −3.9 −1.1
Dog treats 193.1 252.1 263.7 330.9 6.9 5.8
Economy dog food 307.1 274.8 272.4 271.9 −2.7 0.0
Economy dry dog food 214.5 201.0 200.3 204.9 −1.6 0.6
Economy wet dog food 92.6 73.8 72.1 66.9 −5.5 −1.9
Mid-priced dog food 467.0 436.0 433.2 441.4 −1.7 0.5
Mid-priced dry dog food 378.4 362.4 360.7 371.0 −1.1 0.7
Mid-priced wet dog food 88.5 73.6 72.5 70.4 −4.5 −0.7
Premium dog food 744.8 851.3 873.7 1,002.1 3.4 3.5
Premium dry dog food 685.3 783.9 804.5 922.6 3.4 3.5
Premium wet dog food 59.5 67.3 69.3 79.5 3.1 3.5

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

Historical and forecast, retail value sales in top five European markets for pet food, US$ millions, current prices fixed (2017 exchange rates)
Countries 2013 2017 2018 2022 CAGR* % 2013-2017 CAGR* % 2018-2022
United Kingdom (total) 4,058.6 4,219.2 4,182.3 4,597.4 1.0 2.4
Dog food 2,200.9 2,205.8 2,167.4 2,367.5 0.1 2.2
Cat food 1,857.7 2,013.4 2,014.9 2,229.8 2.0 2.6
Bird food 28.5 27.5 26.6 27.7 −0.9 1.0
Fish food 87.2 84.7 86.2 97.8 −0.7 3.2
Small mammal/reptile food 366.5 477.7 481.8 567.9 6.8 4.2
Germany 3,485.3 3,919.0 4,007.3 4,414.1 3.0 2.4
Dog food 1,569.1 1,835.9 1,870.0 2,046.7 4.0 2.3
Cat food 1,916.2 2,083.1 2,137.2 2,367.5 2.1 2.6
Bird food 57.3 54.4 55.2 59.1 −1.3 1.7
Fish food 74.8 71.1 70.7 78.2 −1.3 2.6
Small mammal/reptile food 167.4 161.7 163.2 178.8 −0.9 2.3
France 3,507.2 3,727.0 3,784.1 4,247.6 1.5 2.9
Dog food 1,722.8 1,823.3 1,851.9 2,054.7 1.4 2.6
Cat food 1,784.4 1,903.6 1,932.2 2,192.9 1.6 3.2
Bird food 88.6 92.3 95.4 108.8 1.0 3.3
Fish food 74.3 63.6 62.3 62.2 −3.8 0.0
Small mammal/reptile food 212.0 202.1 201.1 207.4 −1.2 0.8
Italy 2,489.7 2,747.7 2,820.5 3,290.7 2.5 3.9
Dog food 1,170.0 1,315.8 1,363.0 1,631.9 3.0 4.6
Cat food 1,319.7 1,431.9 1,457.5 1,658.8 2.1 3.3
Bird food 66.1 58.6 56.7 49.7 −3.0 −3.2
Fish food 39.5 31.0 29.4 25.9 −5.9 −3.1
Small mammal/reptile food 107.2 88.8 84.9 75.9 −4.6 −2.8
Spain 1,111.2 1,220.0 1,261.9 1,499.6 2.4 4.4
Dog food 759.8 809.5 832.0 969.9 1.6 3.9
Cat food 351.4 410.5 429.9 529.7 4.0 5.4
Bird food 42.5 41.5 41.3 43.2 −0.6 1.1
Fish food 29.4 26.9 26.9 28.1 −2.2 1.1
Small mammal/reptile food 43.6 51.9 53.9 62.3 4.5 3.7
European Union (EU-28) 20,083.3 22,219.8 22,758.4 26,176.8 2.6 3.6
Dog food 10,238.1 11,279.4 11,542.7 13,300.3 2.5 3.6
Cat food 9,845.2 10,940.4 11,215.7 12,876.5 2.7 3.5
Bird food 376.1 365.1 366.5 383.8 −0.7 1.2
Fish food 393.2 369.1 368.4 392.5 −1.6 1.6
Small mammal/reptile food 1,005.7 1,102.2 1,108.5 1,232.4 2.3 2.7

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

Distribution channels

Most pet owners in France buy prepared pet food in grocery stores, especially in supermarkets and hypermarkets. The small independently-run pet food shops and superstores will increasingly come under pressure from the very rapid growth of internet retailing. Internet retailing will continue to negatively impact pet shops, but also to some extent, supermarkets and hypermarkets in the years ahead.

Main outlets in France, distribution channel of dog and cat food (% of total sales)
Outlet Type 2013 2014 2015 2016 2017 2018[e] CAGR* % 2013-2017
Store-based retailing 88.4 87.0 85.9 83.4 82.2 81.3 −1.8
Grocery retailers 69.4 67.6 65.7 62.9 61.1 59.2 −3.1
Modern grocery retailers 65.6 64.1 62.6 60.2 58.7 57.1 −2.7
Convenience stores 1.5 1.5 1.4 1.5 1.4 1.4 −1.7
Discounters 8.5 7.8 7.1 6.2 5.6 5.0 −9.9
Hypermarkets 32.0 31.4 31.1 30.4 30.2 29.9 −1.4
Supermarkets 23.7 23.4 23.0 22.1 21.4 20.7 −2.5
Traditional grocery retailers 3.7 3.5 3.1 2.7 2.4 2.1 −10.3
Independent small groceries 3.0 2.8 2.5 2.2 1.9 1.7 −10.8
Other grocery retailers 0.8 0.7 0.6 0.6 0.5 0.4 −11.1
Non-grocery specialists 19.1 19.5 20.2 20.4 21.1 22.1 2.5
Pet superstores 6.2 6.3 6.5 6.6 6.9 7.2 2.7
Pet shops 3.0 3.1 3.2 3.3 3.4 3.5 3.2
Home and garden specialist retailers 7.9 8.1 8.5 8.5 8.9 9.4 3.0
Other non-grocery specialists 2.0 2.0 2.0 2.0 2.0 2.0 0.0
Non-store retailing 4.4 5.8 6.8 9.0 9.9 10.7 22.5
Direct selling 0.0 0.0 0.0 0.1 0.1 0.1 N/C
Home shopping 0.0 0.0 0.1 0.0 0.1 0.1 N/C
Internet retailing 4.3 5.7 6.7 8.9 9.8 10.6 22.9
Non-retail channels 7.2 7.2 7.3 7.6 7.8 8.0 2.0
Veterinary clinics 7.2 7.2 7.3 7.6 7.8 8.0 2.0
Total 100.0 100.0 100.0 100.0 100.0 100.0 N/C

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

e: Estimate

N/C: not calculable

Company and brand shares

The pet food industry in France is being dominated by Purina PetCare France SAS and Mars Petcare & Food France. In France, Mars and Nestlé possess nearly half of the total value shares in dog and cat food (63.1%). Royal Canin, a brand much better known for its dog food, is increasingly inviting itself into highly lucrative and sophisticated cat food.

There are also small but rapidly growing company and similarly numerous brands that are benefiting from premiumization such as Hill's. It is possible, due to the combined success of the numerous small brands, that Mars and Nestlé may see a decreasing value share throughout the forecast period, although they are expected to remain, by far, the two largest pet care companies. (Euromonitor International, 2018)

Private label represent a relatively small part of the market, especially for cat food, and the private label share is decreasing. In 2017, private labels accounted for 17.3% of dog and cat food sales in value terms in large and medium-sized food stores. Their market share, which has risen to a quarter of the department's sales, has already been falling for several years, to the benefit of national brands. Dog food remains the best-selling private label food, with a market share of 19.8% in 2017, compared to 7% for private label cat food. (Pet Market Magazine, May 2018)

Top ten companies for the cat and dog food sector in France and their market share (% breakdown)
Company 2013 2014 2015 2016 2017 CAGR* % 2013-2017
Cat 100 100 100 100 100
Nestlé Purina PetCare France SAS 40.4 40.8 41.1 41.1 41.2 0.5
Mars Petcare & Food France 21.8 22.0 22.1 22.1 21.9 0.1
Affinity Petcare France SA 4.5 4.8 5.2 5.7 5.8 6.6
Royal Canin SAS 3.4 3.6 3.7 3.9 3.9 3.5
Galec - Centre Distributeur Edouard Leclerc 3.5 3.4 3.2 3.1 3.0 −3.8
Hill's Pet Nutrition SNC 2.2 2.3 2.5 2.6 2.7 5.3
Carrefour France SA 2.9 2.8 2.7 2.5 2.5 −3.6
ITM Entreprises SA 2.2 2.1 2.0 1.9 1.9 −3.6
Spectrum Brands France SAS N/A 1.7 1.7 1.8 1.8 N/C
Auchan France 1.6 1.5 1.4 1.2 1.2 −6.9
Others 17.4 15.2 14.4 14.1 14.1 −5.1
Dog 100.0 100.0 100.0 100.0 100.0
Mars Petcare & Food France 18.4 18.6 19.0 19.1 19.4 1.3
Nestlé Purina PetCare France SAS 12.6 12.8 13.0 13.0 12.9 0.6
Royal Canin SAS 6.5 6.6 6.7 6.9 7.1 2.2
Affinity Petcare France SA 5.4 5.7 5.9 6.0 6.0 2.7
Hill's Pet Nutrition SNC 3.3 3.5 3.8 3.9 4.0 4.9
Carrefour France SA 4.1 3.9 3.7 3.6 3.5 −3.9
ITM Entreprises SA 3.7 3.6 3.4 3.3 3.2 −3.6
Galec - Centre Distributeur Edouard Leclerc 3.1 2.9 2.9 2.8 2.7 −3.4
Casino Guichard-Perrachon SA 2.6 2.5 2.4 2.3 2.2 −4.1
Auchan France 2.5 2.3 2.2 2.1 2.0 −5.4
Others 34.2 33.7 32.8 32.8 32.7 −1.1

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

N/C: Not calculable

Top five pet food brands in France by animal type and their market share, % breakdown, 2013 to 2017
Pet Brand Company Market share % in 2013 Market share % in 2017 CAGR* % 2013-2017
Cat food Purina ONE (Nestlé SA) Nestlé Purina PetCare France SAS 10.9 12.9 4.3
Whiskas (Mars Inc) Mars Petcare & Food France 12.3 11.7 −1.2
Purina Friskies (Nestlé SA) Nestlé Purina PetCare France SAS 11.8 9.5 −5.3
Purina Gourmet (Nestlé SA) Nestlé Purina PetCare France SAS 8.0 8.9 2.7
Purina Felix (Nestlé SA) Nestlé Purina PetCare France SAS 8.8 8.4 −1.2
Dog food Pedigree (Mars Inc) Mars Petcare & Food France 13.4 14.6 2.2
Royal Canin (Mars Inc) Royal Canin SAS 4.5 4.9 2.2
Purina Friskies (Nestlé SA) Nestlé Purina PetCare France SAS 4.6 4.2 −2.2
Affinity Ultima (Agrolimen SA) Affinity Petcare France SA 2.9 3.6 5.6
Carrefour (Private Label) Carrefour France SA 4.1 3.5 −3.9
Bird food Vitakraft (Vitakraft Pet Care GmbH & Co KG) Vitakraft SA N/A 31.1 N/C
Versele-Laga (Versele-Laga NV) Versele-Laga NV 27.2 27.7 0.5
Coustenoble (Coustenoble SAS) Coustenoble SAS 15.1 15.8 1.1
Tyrol (Agrobiothers Laboratoire SA) Agrobiothers Laboratoire SA 5.3 5.4 0.5
Riga (Riga SA) Riga SA 5.2 4.2 −5.2
Fish food Tetra (Spectrum Brands Holdings Inc) Tetra Werke GmbH 46.5 46.0 −0.3
JBL (JBL GmbH & Co KG) JBL GmbH & Co KG 18.2 21.2 3.9
Vitakraft (Vitakraft Pet Care GmbH & Co KG) Vitakraft SA N/A 14.9 N/C
Sera (Sera GmbH) Sera GmbH 9.4 9.9 1.3
Tyrol (Agrobiothers Laboratoire SA) Agrobiothers Laboratoire SA 2.2 2.5 3.2
Small mammal/reptile food Vitakraft (Vitakraft Pet Care GmbH & Co KG) Vitakraft SA N/A 21.4 N/C
Riga (Riga SA) Riga SA 17.7 17.2 −0.7
Hami Form (Le Closeau SAS) Le Closeau SAS 14.4 14.0 −0.7
Versele-Laga (Versele-Laga NV) Versele-Laga NV 8.6 8.1 −1.5
Zolux (Zolux SAS) Zolux, Dog's & Co SA 6.8 7.8 3.5

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

N/A: Not available

N/C: Not calculable

Trade overview

In 2017, Canada exported Can$685.9 million worth of dog and cat food globally and was the eleven-largest exporter of dog and cat food to France. 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. France received less than 5% of Canadian dog and cat food exports in 2017, but the export market is growing at a very strong rate (44,5% over 2013-2017).

Major dog and cat food exporters to France (Can$ millions)
Country 2013 2014 2015 2016 2017 CAGR* % 2013-2017 Share % in 2017
World 565.6 590.3 740.6 865.2 884.3 11.8 100
Germany 135.6 154.2 181.0 219.2 235.1 14.7 26.6
Netherlands 75.5 82.9 147.4 134.8 139.8 16.6 15.8
United Kingdom 69.8 82.3 65.9 72.4 64.2 −2.1 7.3
Hungary 40.2 46.7 53.8 53.2 52.4 6.8 5.9
Poland 71.0 12.7 47.1 98.7 49.1 −8.8 5.5
Spain 25.7 27.8 28.7 35.5 45.9 15.6 5.2
Italy 20.4 21.3 22.5 34.5 39.1 17.7 4.4
Czech Republic 12.3 16.8 19.0 24.5 27.1 21.9 3.1
Belgium 16.8 24.3 23.5 20.8 26.9 12.5 3.0
Canada (11th) 6.8 10.5 19.2 17.7 24.1 37.3 2.7

Source: Global Trade Tracker, 2018

*CAGR: Compound annual growth rate

Harmonized System (HS) Code: 230910

World's major dog and cat food exporters (Can$ millions)
Country 2013 2014 2015 2016 2017 CAGR* % 2013-2017 Share % in 2017
World 11,280.4 12,681.1 13,930.0 14,834.2 16,235.5 9.5 100
Germany 1,211.6 1,410.0 1,514.0 1,629.8 2,011.0 13.5 12.4
United States 1,450.5 1,556.8 1,788.7 1,875.3 1,979.6 8.1 12.2
France 1,456.0 1,610.8 1,596.2 1,586.9 1,670.7 3.5 10.3
Thailand 965.3 1,120.9 1,302.3 1,411.9 1,508.6 11.8 9.3
Netherlands 998.5 1,207.6 1,316.3 1,367.7 1,322.0 7.3 8.1
China 513.8 490.4 568.3 603.2 796.1 11.6 4.9
Poland 353.6 354.3 473.0 642.4 729.1 19.8 4.5
Canada 402.8 492.8 645.8 619.8 685.9 14.2 4.2
United Kingdom 383.1 478.0 486.5 537.2 569.3 10.4 3.5

Source: Global Trade Tracker, 2018

*CAGR: Compound annual growth rate

HS Code: 230910

Regulation

Canadian pet food products produced from inputs that are wholly obtained (that is, grown and harvested) in Canada or the European Union (EU) are considered originating and will benefit from preferential treatment.

Canadian pet food products must be manufactured in an approved plant and must pass a sanitary inspection upon importation in the EU. Pet food products that are produced from non-originating (that is, imported) inputs must satisfy the applicable product-specific rule of origin (CETA, Annex 5 of the Rules of Origin Procedures Protocol) in order to be considered originating.

Canadian exporters can seek an EU Binding Origin Information (BOI) advance ruling on whether a product qualifies as originating under CETA. These rulings are binding on customs authorities in all EU Member States.

Top destinations for Canadian dog and cat food exports (Can$ millions)
Country 2013 2014 2015 2016 2017 CAGR* % 2013-2017 Share % in 2017
World 417.5 509.3 636.6 628.6 681.4 13.0 100.0
United States 256.3 306.9 397.5 335.2 296.9 3.7 43.4
Russia 25.5 32.4 27.3 37.8 52.3 19.7 7.7
Japan 17.1 20.6 23.4 26.9 30.6 15.6 4.5
Hong Kong 7.0 13.6 14.5 20.6 29.5 43.3 4.3
France (5th) 5.1 8.6 14.6 13.0 22.2 44.5 3.3

Source: Global Trade Tracker, 2018

*CAGR: Compound annual growth rate

HS Code: 230910

Product launch analysis

From March 2015 to March 2018, a total of 4,989 products were launched in the five largest European, out of which 726 products were launched in France. The most popular category was cat food wet with 1,588 products launched, followed by dog snacks & treats (1,203) and dog food wet (817).

Number of products launched in top five European markets, March 2015 to March 2018
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Countries and categories Germany United Kingdom France Spain Italy
Cat food wet 435 494 255 193 211
Dog snacks and treats 379 371 175 130 148
Dog food wet 304 235 88 98 92
Cat snacks and treats 230 179 84 72 52
Dog food dry 133 99 81 66 47
Other 125 79 43 58 33
Total 1,606 1,457 726 617 583
Market share 32% 29% 15% 12% 12%

Source: Mintel, 2018

Product claims

French consumers are increasingly concerned about their pets' diet. Consequently, they are increasingly buying healthy pet foods with a combination of health benefits and ingredient claims. Most pet owners don't exactly know their pets' specific nutritional requirements, so they trust brands to formulate foods that have just the right mix of vital nutrients.

European manufacturers are reformulating and providing consumers with new and enticing solutions that translated into growth. The industry employs high-tech language such as "scientifically formulated, advanced or proven to", to provide consumers with sufficient reason to believe that the products will meet all their pets' dietary needs.

Overall, with better pet nutrition as well as the level of care and scientific advances, like humans, pets are also living longer. This creates new needs for increasingly aware pet owners that want products that will prevent/dwindle the harms of aging. Digestion/urinary tract and skin and coat are areas where there are plenty of developments.

"Functional pet" claims associated with pet food products, number of launches, top five European markets, between March 2015 and March 2018
Functional pet claim[a] Germany United Kingdom France Spain Italy
Pet - adult 978 854 382 254 258
Digestion and urinary tract 296 303 167 136 72
Skin and coat 270 326 125 122 58
Teeth and tartar prevention 161 260 163 85 106
Other (functional pet) 205 229 130 95 78
Immune system 202 229 114 91 39
Joints, bones and muscles 171 222 103 90 45
Pet - senior 93 98 39 43 21
Slimming 67 40 64 42 31
Eyesight 92 72 20 38 16
Heart and cardiovascular system 82 80 16 37 16

Source: Mintel, 2018

a: A product can display several claims

Other top claims associated with pet food products, number of launches, top five European markets, between March 2015 and March 2018
Claim[a] Germany United Kingdom France Spain Italy
No additives/preservatives 912 787 219 191 203
Low/no/reduced allergen 548 331 49 75 66
Vitamin/mineral fortified 276 366 136 103 127
Low/no/reduced sugar 518 117 54 38 39
Gluten free 203 127 16 30 36
Low/no/reduced fat 106 144 83 39 36
All natural product 112 183 17 64 23
Ethical – animal 102 39 20 32 90
Ethical – environmentally friendly 82 111 20 35 15
Prebiotic 52 114 26 35 12
High/added protein 50 65 29 31 27
Organic 99 51 28 2 8
Low/no/reduced calorie 43 60 30 24 6

Source: Mintel, 2018

a: A product can display several claims

Nutritional component

Pet owners seek proteins for themselves; they also seek them out for their pets. Innovation around protein is considerable as pet food producers launch new products to meet consumer interest in protein, including varieties of single-proteins, proteins as the first ingredient, multiple proteins, and exotic proteins.

Good labels are now offering diets with a high percentage of meat. This trend is strongly linked to the rising popularity of ancestral formulations that have been marketed to target pet owners desiring to associate their animal with a certain natural "ancestral/wilderness imagery". French pet owners are also looking for minimally processed products for their animal.

More and more consumers are drawn to pet food brands that are upfront about processing, meaning pet food brands are looking to their manufacturers to provide unprecedented transparency as well.

Nutritional component (listed on pack) of pet food products in France, percentage of products launched from 2015 to 2017
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Nutritional component 2015 2016 2017
Protein 11.6% 28.09% 44.58%
Fat 10.53% 24.58% 40.00%
Moisture 8.70% 19.69% 30.08%
Ash 7.18% 20.46% 26.72%
Vitamin D3 9.31% 19.39% 24.89%
Vitamin E 7.94% 16.49% 21.07%
Vitamin A 6.87% 15.27% 20.61%
Cellulose 7.02% 8.70% 15.27%
Zinc 4.73% 11.30% 7.48%

Source: Mintel, 2018

Ingredient preparation of pet food products in France, percentage of products launched between from 2015 to 2017
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Ingredient preparation 2015 2016 2017
Extract 6.31% 11.08% 17.08%
Anhydrous 2.77% 7.69% 12.77%
Dehydrated 3.85% 7.69% 10.92%
Pulp 2.31% 4.00% 5.38%
Hydrolysed 1.54% 3.23% 5.69%
Fish oil derived 1.54% 2.46% 2.92%
Dry 0.46% 1.69% 3.38%
Whole 0.92% 0.77% 2.62%
Powdered 0.31% 1.85% 2.00%
Root 0.31% 1.85% 1.23%

Flavors

Consumers are increasingly applying "human" trends to pet food. However, this trend is still far from being applied to pet foods' taste choices. French pet owners aren't buying yet flavor innovations when it comes to pet food. French pet owners were conservative with their flavor choices, with only beef and chicken appearing in top product concepts for dog foods.

Number of launches in France by flavor component, from 2015 to 2017
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Flavor 2015 2016 2017
Chicken 36 67 129
Beef 23 56 79
Salmon 23 37 42
Unflavoured/Plain 7 26 53
Vegetable 12 21 37
Poultry 11 17 33
Duck 14 16 26
Turkey 9 18 23
Carrot 11 16 22
Lamb 8 10 22

Source: Mintel, 2018

Top flavours and varieties for dog and cat food, from 2015 to 2017
Top flavors Dog snacks and treats Dog food dry Dog food wet Cat snacks and treats Cat food dry Cat food wet
Unflavoured/plain 80 12 N/A N/A 5 N/A
Chicken 60 36 21 27 33 74
Beef 48 24 14 9 13 70
Salmon N/A N/A N/A 20 13 76
Turkey N/A N/A 4 3 7 40
Duck N/A N/A N/A 8 N/A 41
Poultry 11 7 10 7 N/A 27
Vegetable 6 26 14 N/A 20 N/A
Carrot N/A 5 8 N/A N/A 34
Cereal/rice N/A 31 6 N/A 20 N/A
Tuna N/A N/A N/A N/A N/A 36
Rabbit N/A N/A N/A N/A 6 29
Mint 8 N/A N/A N/A N/A N/A
Cheese 6 N/A N/A 12 N/A N/A
Pork 6 N/A N/A N/A N/A N/A
"Meat flavor" 5 N/A N/A N/A N/A N/A
Lamb 7 5 3 N/A N/A 31
Other N/A 3 9 14 N/A N/A

Source: Mintel, 2018

N/A: Not available

New product examples

Mini Chicken Strips
Company SSP
Brand Hello Cat
Category Pet food
Sub-category Cat snacks and treats
Country France
Store name Super U
Store type Supermarket
Date published March 2018
Launch type New product
Price in local currency €1.65
Price in US dollars 2.03

Hello Cat Aliment Complémentaire pour Chats (Mini Chicken Strips) are now available. The complementary pet food for cats retails in a 50 gram (g) pack featuring a QR code.

Dry Beef Ear
Company Saint Bernard
Brand Saint Bernard Tooky
Category Pet food
Sub-category Dog snacks and treats
Country France
Country of manufacture France
Import status Not imported
Store name Franprix
Store type Supermarket
Date published March 2018
Launch type New product
Price in local currency €4.60
Price in US dollars 5.66

Saint Bernard Tooky Oreille de Boeuf Séchée (Dry Beef Ear) is 100% natural. The product retails in a pack containing two pieces and featuring a QR code and the Facebook logo.

Snacks for Intestinal Hygiene
Company Bob Martin
Distributor Bob Martin
Brand Bob Martin Clear
Category Pet food
Sub-category Dog snacks and treats
Country France
Store name Géant Casino
Store type Mass merchandise/Hypermarket
Date published February 2018
Product source Shopper
Launch type New product
Price in local currency €7.11
Price in US dollars 8.86

Bob Martin Clear Snacks pour l'Hygiène Intestinale (snacks for intestinal hygiene) are enriched with vegetable extracts and feature a Verm-X formula. This prebiotic supplement contains omega 3 and 6, and is free from gluten, wheat, colourings and added preservatives. The product is easy to eat and retails in a 150g pack and is suitable for a 45 day treatment for small breeds.

Dietetic Complete Food for Adult Cat
Company MultiFit Tiernahrung
Brand PetBalance Medica
Category Pet food
Sub-category Cat food dry
Country France
Store name Maxi Zoo
Store type Specialist retailer
Date published February 2018
Product source Shopper
Launch type New product
Price in local currency €22.79
Price in US dollars 27.85

PetBalance Medica Aliment Complet Diététique pour Chat Adulte (dietetic complete food for adult cat) has been developed under the direction of veterinarians and feed experts especially for cats with weight problems. According to the manufacturer, this low-energy feed has a regulating effect on the blood sugar level due to a special carbohydrate mixture, making it a great feed choice for cats with diabetes. The low-sodium content and broad potassium-sodium ratio are claimed to support heart function in cases of chronic cardiac insufficiency. The product is also said to promote healthy joints and retails in a 2.5 kilogram (kg) resealable pack.

Obesity Complete Cat Food
Company Affinity Petcare
Distributor Affinity Petcare
Brand Advance Veterinary Diets
Category Pet food
Sub-category Cat food dry
Country France
Store name Maxi Zoo
Store type Specialist retailer
Date published January 2018
Product source Shopper
Launch type New formulation
Price in local currency €14.49
Price in US dollars 17.43

Advance Veterinary Diets Aliment Complet pour Chat Obésité (obesity complete cat food) has been reformulated. The product comprises a complete pet food for cats, formulated for the reduction of excessive body weight and for the regulation of lipid metabolism in case of hyperlipidemia, featuring low energy levels, low fat content and elevated essential fatty acids content. The product is claimed to provide weight reduction, satiety effect and diabetes protection, and includes ingredients of the highest quality and flavour. It retails in a 1.5 kg pack.

Organic Dog Food with Rosehips
Company Yarrah Organic Petfood
Brand Yarrah
Category Pet food
Sub-category Dog food wet
Country France
Country of manufacture Netherlands
Import status Imported product
Store name Bio & Co
Store type Supermarket
Date published January 2018
Product source Shopper
Launch type New variety/Range extension
Price in local currency €1.30
Price in US dollars 1.54

Yarrah Aliment Complet pour Chiens Bio (organic dog food with rosehips) is suitable for vegan and vegetarian diets. The product is made to a grain free recipe, and is said to be a complete and nutritionally balanced organic food with taurine and L-carnitine. The product retails in a 150g pack featuring the AB and EKO logos.

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.

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.

For additional Information on SIAL Paris 2018, please contact:

Ben Berry, Deputy Director
Trade Show Strategy and Delivery
Agriculture and Agri-Food Canada
ben.berry@canada.ca

Resources

Sector Trend Analysis – Pet food trends in France
Global Analysis Report

Prepared by: François Thériault, Market Analyst

© Her Majesty the Queen in Right of Canada, represented by the Minister of Agriculture and Agri-Food (2018).

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