Pet perfection

Appealing to the convenience market, Brandy has launched two new variety three packs, price marked at €2

Worth €121,281 million, Ireland’s pet care market is far from being in the doghouse. The cat and dog care and treats segments are both growing strongly

Brand Central

15 June 2012

Share this post:

pet foods

AT A GLANCE: PET FOODS

Ireland’s pet care market is worth €121,281 million (Source: AC Nielsen Total Market MAT to w/e 25th March 2012)
The cat food category is currently worth €36.4 million
The dog care and treats category is in growth by over 6.8% (Source: AC Nielsen Scantrack MAT April 2012)
70% of canned pet food is sold as chunks in jelly or chunks in gravy
Pedigree is Ireland’s number one selling dog care brand
Whiskas is the market leader in the cat food category
Bakers Complete is growing ahead of the category at +5% year on year and now delivering 29.1% market share
Bakers Treats Chews and Biscuits range is growing faster than the dog treats category at +12%
Go-Cat remains the nation’s favourite complete dry cat food brand with 45.5% value share and volume growth of +5%
The cat treats market is the fastest growing pet category, having grown 21% in the past year **(Source: AC Nielsen Total Market YTD to w/e 25th March 2012)
The cat care and treats segment is experiencing growth of circa 19% MAT with Whiskas growing ahead of the segment at 22.2% MAT

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 presently in growth by over 6.8%. Meanwhile the cat care and treats category has grown by a phenomenal 21% over the past year, and still represents a strong opportunity for significant further growth.

100% meat for dogs that are 100% part of the family

Local brands Brandy and Brandy Complete were successfully re-launched back in January. Based in Co. Armagh, Brandy is proud to use only 100% Irish meat in its canned product range, which is unique to the brand. All its meats are sourced from across the island of Ireland and Brandy is also fully traceable from farm to can. As part of Brandy’s re-launch some new canned lines have been introduced to the range. A new departure for Brandy is the introduction of a Variety Six Pack Chunks in Jelly and a Variety Six Pack Chunks in Gravy offering, to complement the existing Brandy Variety Six Pack Traditional Loaf. 70% of canned pet food is sold as chunks in jelly or chunks in gravy so Mackles believes there is an excellent opportunity to grow Brandy sales further during 2012.

Targeting the convenience market, Brandy has also launched two new variety three packs, price marked at €2.00. These packs offer the consumer excellent value for money and the retailer strong margin. This three pack range includes the Brandy Variety Traditional Loaf Three Pack €2.00 and the Brandy Variety Chunks in Jelly Three Pack €2.00.

Brandy is also available as an Original, Beef and Chicken Traditional Loaf Three Pack offering and as a Variety Traditional Loaf 12 Pack.

Brandy Complete is 100% natural and is available as Original or Chicken and Rice, in 2.5kg, 9kg and 15kg bag sizes.

Brandy has a strong local heritage dating back to 1972. The company knows Irish consumers are concerned about the provenance and quality of the product they feed their dogs and they will embrace the fact that Brandy uses only 100% Irish meat and has full traceability. Consumers are also looking for value and Brandy offers customers high quality products at a value price. Brandy will continue to be supported by strong promotional activity during 2012.

Top dog care brand tackles gum disease

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. “Doggie Dentures” highlights the importance of oral health care in dogs.

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, the brand believes retailers should ensure they stock up and site this product alongside their existing dog care range.

The dog care and treats category is in growth by over 6.8%* and still represents a strong opportunity to recruit new buyers into the category, particularly if retailers ensure they have a range of Pedigree care and treats available on their pet care fixture.

Dog care and treats, including functional treats such as Pedigree Dentastix are a high source of incremental sales growth: this is one of the fastest growing sub-categories within pet care and

Pedigree

innovative campaigns such as Doggie Dentures represent a significant opportunity for retailers to capitalise on this high margin segment. A full range of tailored POS featuring the dogs from the Doggie Dentures campaign is available to retailers to drive awareness and engagement in-store.

*(Source: AC Nielsen Scantrack MAT April 2012).

Giving cats what they crave

Whiskas is the market leader in the cat food category which is currently worth EUR*36.4 million.

The cat single serve pouch segment has experienced strong growth in recent years supported by Whiskas’ innovations such as the Whiskas Oh So and Whiskas Simply sub-ranges. New in 2012 is the Whiskas Tasty Textures Bite ‘n chew sub-range. Cats love to bite and chew their food. This is how they naturally enjoy it, so Whiskas has introduced the range that is packed full of roughly chopped meaty pieces in a soft meaty paté background for maximum bite and chew satisfaction.

The Whiskas Temptations range contains treat products such as Temptations Chicken, Beef and Salmon

Variety is critically important to cats and their owners with the cat single serve pouch being a strong repertoire category. With three multi-pack varieties available (Mixed Meat & Fish recipes, Meat recipes and Fish recipes) and one single Chicken recipe pouch, Tasty Textures Bite ‘n Chew provides cats with the variety they crave both from a recipe and texture perspective.

The cat care and treats segment is experiencing growth of circa 19% MAT with Whiskas growing ahead of the segment at 22.2% MAT. The Whiskas Temptations range contains a broad mix of functional products such as Anti-Hairball and Dentabits and treat products such as Temptations Chicken, Beef and Salmon. Cat treats are an incremental purchase for all cat owners as they are served as well as main meal products like pouch and dry food.

Whiskas will have strong brand support throughout 2012 with a dedicated TV advertising campaign, in-store advertising, digital advertising and a sampling programme.

Opportunities for further growth

Ireland’s pet care market is worth €121,281 million* and like other retail segments has become more challenging in recent years but there are still growth opportunities to be tapped into. While at a topline level both market value and volume are flat year on year, certain key market segments including dry food, treats and wet food single servings continue to see growth.

Nestle Purina states the underlying trend that has been evident for a number of years has seen consumers moving away from canned products and towards dry food and more convenient single serve products. The Purina pet care portfolio remains well positioned to help retailers to maximise these opportunities with Bakers Complete growing ahead of the category at +5% year on year and now delivering 29.1% market share. Treating is now an everyday part of caring for dogs, with Bakers Treats Chews and Biscuits range growing faster than the category at +12%, and the Bonio range of dog biscuits continue to grow in an otherwise declining biscuit category. Go-Cat remains the nation’s favourite Complete Dry Cat food brand with 45.5% value share and volume growth of +5%. The Felix and Gourmet brands continue to bring new innovative products to the single serve cat food market with new launches on Felix As Good as it Looks Doubly Delicious, and an ever expanding range of Gourmet products.

Felix has now launched Felix Goody Bag treats, a tasty mix of three different treats in one bag. With three flavours in every pack in a range of kibble shapes and colours, they’re triple the treat.

Jessica Ryan of Nestle Purina said: “The cat treats market is the fastest growing pet category, having grown 21%** in the past year. It can now enjoy the full support of the Felix brand, which will bring so many new users to this category, generating significant incremental growth.”

Three varieties were launched in May in resealable 60g pouches: Original Mix (flavoured with chicken, liver and turkey), Seaside Mix (flavoured with salmon, pollock and trout), and Mixed Grill (flavoured with beef, chicken and salmon). To help encourage impulse sales, Seaside Mix will be also available in handy pre-filled clipstrips.

Felix Goody Bag treats also contain proteins, vitamins and Omega six fatty acids to help cats live a healthy and happy life.

*(Source: AC Nielsen Total Market MAT to w/e 25th March 2012)

**(Source: AC Nielsen Total Market YTD to w/e 25th March 2012)

Share this post: