Pet favourites
With pet food brands reporting significant yearly growth, it appears budgetary cutbacks aren’t an option when it comes to providing for consumers’ furry family members
Print17 June 2011
At a glance: PET FOODS
- Irish dog food shoppers are continuing to move from wet food towards complete dry food with dry growing at +7% MAT while wet food has declined by -7%
- More than €1 in every €4 in the dog category is spent on dog treats, chews and biscuits with the segment growing by +7% MAT
- Bakers Complete has grown by +20% MAT and is the only brand growing sales in the complete dry segment year to date (YTD)
- Go-Cat is Ireland’s favourite complete dry cat food brand with 45.9% market share and a 9% increase in value sales year on year
- Within the complete dry cat food category, the advanced nutrition segment is growing at +29% with Purina One the leading brand in this market
- Felix Single Serve has grown by +17% MAT and has helped the wet cat single serve segment to grow by +5%
- The luxury end of the single serve segment is also increasing its appeal to shoppers with 31% value growth in the category
- Gourmet Single Serve is growing sales at +15% year-on-year (YOY)
(Source: AC Nielsen Total Market (Mults, groups, forecourts) MAT w/e 20 March 2011)
- Pedigree is Ireland’s number one selling dog care brand
- 80% of dogs over the age of three in Ireland are showing signs of gum disease
- The dog care and treats category is in growth by over 6.4%
- Pedigree is growing by 11.5%
- The cat care and treats category is worth more than €1.5 million and is in growth by over 32%
(Source: AC Nielsen MAT value sales growth 17 April 2011)
- There is room for further growth within the cat care and treats category as only approximately one in 10 cat owners purchase a treat in a year (Source: Kantar Worldpanel 2011)
- Mackle Petfoods is Ireland’s leading Irish manufacturer and distributor of branded pet food products
- Brandy is the number one Irish dog food brand and the second largest branded dog food in the Irish market
For many pet owners, their pet is a beloved addition to the family, and they would be extremely reluctant to cut back on the quality of foods they buy for their consumption. This is illustrated by the fact that despite the recession, the dog care and treats category is in growth by over 6.4%; an impressive growth rate, and in fact over €1 in every €4 in the dog category is currently spent on dog treats, chews and biscuits with the segment growing by +7% MAT (Source: AC Nielsen Total Market (Mults, groups, forecourts) MAT w/e 20 March 2011).
Meanwhile the cat care and treats category is currently worth over €1.5 million and is in growth by over 32% (Source: AC Nielsen MAT value sales growth 17 April 2011). This category presents an opportunity for significant further growth, as research by Kantar Worldpanel shows that only approximately one in 10 cat owners purchase a treat in a year.
The market analyst Euromonitor has also said that in recent years, human trends have continued to cross over to the pet category and accordingly, marketing has increasingly been designed to appeal to owners’ senses. Consumers subsequently bought organic, all natural, healthy and premium products, as well as products that will boost their dog’s dental health.
While a percentage of pet owners will choose a value option, they are still concerned about the quality of ingredients used in their pets’ foods. This is demonstrated by how the luxury end of the single serve segment within the cat foods category is also increasing its appeal to shoppers with 31% value growth (Source: AC Nielsen Total Market (Mults, groups, forecourts) MAT w/e 20 March 2011).
True treats for much-loved pets
Irish dog food shoppers are continuing to move from wet food towards complete dry food with dry growing at +7% MAT while wet food has declined by -7%*. Bakers Complete is the key brand driving this transition, growing by +20% MAT* and is the only brand growing sales in this segment year to date (YTD) with impactful advertising and promotional activity continuing to drive the brand forward.
Treating pets is an important trend driving the market and now more than €1 in every €4 in the dog category is spent on dog treats, chews and biscuits with the segment growing by +7% MAT*.
Bakers treats and chews are growing value within this segment at +10%* with the brand’s range of indulgent treats such as Bakers Sizzlers, chews such as Bakers Meaty Twists and the Bakers Dental Delicious range of healthy treats meaning that Bakers has a solution for every treating occasion for your dog.
Go-Cat remains Ireland’s favourite complete dry cat food brand with 45.9% market share and is becoming even more popular with a 9% increase in value sales year on year (YOY)*. Go-Cat’s new packaging has also contributed to removing 195 tonnes** of cardboard packaging annually through reducing the box size while still delivering the same amount of product to consumers.
Within complete dry cat food, the advanced nutrition segment is growing at +29%* with Purina One the leading brand in the market, delivering optimum nutrition for cats with market leading innovation such as Actilea, specifically formulated to optimise cats’ health.
Felix Single Serve has had another successful year, growing by +17% MAT and helping the wet cat single serve segment to grow by +5%*. The brand’s innovation in single serve continues this year with the introduction of Felix Sensations, a range of products made with quality, tender meaty steaklets and served with flavourful jellies which will help to grow the brand even further past its current 25% share of the market.
The luxury end of the single serve segment is also increasing its appeal to shoppers with 31% value growth in the category. Gourmet Single Serve offers consumers a luxurious variety of recipes, textures and formats giving them an everyday indulgence to feed their feline friends and is growing sales at +15% YOY*.
*Source: AC Nielsen Total Market (Mults, groups, forecourts) MAT w/e 20 March 2011
**195 tonnes less packaging based on 2009 actual sales figures across UK and Ireland
Caring for ‘doggie dentures’
Pedigree, Ireland’s number one selling dog care brand, is significantly investing behind a TV, press and online campaign to tackle the serious issue of gum disease in dogs. The “Doggie Dentures” campaign highlights the importance of oral health care in dogs.
With 80% of dogs over the age of three in Ireland showing signs of gum disease, the brand states that Pedigree Dentastix is the only oral care treat endorsed by vets, and can reduce tartar by up to 80% when fed daily.
Pedigree Dentastix are available in trial packs of three, weekly packs of seven or monthly packs of 28 – and with the ‘Vets recommend’ flash on pack, Pedigree believes retailers should ensure they stock up and locate this product alongside their existing dog care range.
The dog care and treats category is in growth by over 6.4%* and still represents a massive opportunity to recruit new buyers into the category, particularly if retailers ensure they have a range of Pedigree Care & Treats available on their petcare fixture. Pedigree continues to outperform the market and is growing by 11.5%.*
*Source: AC Nielsen MAT value sales growth 17 April 2011
Simply more choice, value and quality
Mars Petcare, Ireland’s leading petcare specialist, has added a new dimension of tastes to its iconic Whiskas brand with the introduction of a new range; Whiskas Simply.
The Whiskas Simply collection seeks to answer pet owners’ desire for more choice, value and quality, as well as driving category growth and boosting profits for retailers.
The new range features a selection of recipes that are grilled and steamed to provide a tastier meal for cats. Each individual pouch contains succulent meat or fish, in a jelly that provides all the nutritious goodness cats need to stay fit, healthy and happy.
Whiskas Simply includes no artificial flavourings or preservatives and has been 100% balanced by Mars Petcare animal nutrition experts.
The Whiskas Simply range will be backed by a strong advertising campaign including TV throughout 2011, to support the flavours available within the range. Whiskas advises retailers to make sure you have enough stocks, as it believes there’s simply no better way to give cats the choice they crave.
The cat care and treats category is worth more than €1.5 million and is in growth by over 32%* and still represents a significant opportunity for further growth as only approximately one in 10 cat owners in your store actually purchase a treat in a year**.
Whiskas states the key to purchase is to have a highly visible range of Whiskas Care & Treats, including top selling Whiskas Temptations available on the petcare fixture.
*Source: AC Nielsen MAT value sales growth 17 April 2011
**Source: Kantar Worldpanel 2011
Irish choice for Irish pets
Mackle Petfoods is Ireland’s leading Irish manufacturer and distributor of branded pet food products, specialising in canned and dry dog food and canned cat food. Based in Co. Armagh this local company prides itself with using only 100% Irish meat in its pet food recipes. 2012 sees the company celebrate 40 years working within the Irish pet food market. Mackle Petfoods continues to strive to meet the needs of Irish pet owners and most importantly the needs of their pets. As a company it is all too aware of consumers’ need for high quality products for their pets but at a competitive price. Mackle Petfoods’ brand portfolio includes, Brandy, Brandy Complete, Cat Club, McGrath, Jessie Dog and Jessie Cat.
Brandy, the group’s flagship dog food brand, continues to maintain its position as the number one Irish dog food brand and the second largest branded dog food in the Irish market.
Brandy and Brandy Complete boast a full range of flavours; Original, Chicken, Beef, and Rabbit, and pack sizes to suit the needs of all retailers and consumers, from its convenience driven Brandy three pack to its variety six and variety 12 packs, appealing to larger store formats and meeting the ever increasing needs of customers who want to trade up to multi-packs.
The brand also offers Brandy Meal Times as a variety three pack with chunks in gravy. The Brandy Complete range in Original and Chicken & Rice varieties, offers a 2.5kg pack size trading up to 9kg and 15kg bag sizes for bulk purchasing. Brandy continues to offer retailers strong promotional activity.
Mackle Petfoods’ cat food brand Cat Club in chunks and jelly comes in a range of flavours, including Chicken & Liver, Beef & Game and Salmon & Trout. Its three pack offering is ideal for the convenience sector. Meanwhile its variety six for the price of five and 12 for the price of 10 packs are ongoing promotional packs.
The Jessie Dog and Jessie Cat range also offers the retailer a competitive value line. It is important for retailers to have a value entry level offering in their pet food category. Jessie Dog Food comes in Original and Chicken, while Jessie Cat Food is available in Chicken and Rabbit. All varieties are available as 400g single serve cans.
Related Articles
Harley & Marley unveils Ireland’s first sustainable fish pet food →
Milish Bakery secures multi-million euro deal with M&S →
On your team →
Fans 0
Followers