Pet Care in Australia
May 2020

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
Pet care remains dynamic thanks to the humanisation trend and innovation
Nutritional benefit and quality ingredients remain paramount in driving humanisation
Smaller players increasingly compete with large traditional leaders
Technology continues to challenge traditional distribution channels
Quality important driver in future sales of pet care
MARKET INDICATORS
Table 1 Pet Populations 2015-2020
MARKET DATA
Table 2 Sales of Pet Food by Category: Volume 2015-2020
Table 3 Sales of Pet Care by Category: Value 2015-2020
Table 4 Sales of Pet Food by Category: % Volume Growth 2015-2020
Table 5 Sales of Pet Care by Category: % Value Growth 2015-2020
Table 6 NBO Company Shares of Pet Food: % Value 2015-2019
Table 7 LBN Brand Shares of Pet Food: % Value 2016-2019
Table 8 NBO Company Shares of Dog and Cat Food: % Value 2015-2019
Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2016-2019
Table 10 Penetration of Private Label in Pet Care by Category: % Value 2015-2020
Table 11 Distribution of Pet Care by Format: % Value 2015-2020
Table 12 Distribution of Pet Care by Format and Category: % Value 2020
Table 13 Distribution of Dog and Cat Food by Format: % Value 2015-2020
Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2020
Table 15 Forecast Sales of Pet Food by Category: Volume 2020-2025
Table 16 Forecast Sales of Pet Care by Category: Value 2020-2025
Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2020-2025
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2020-2025
CORONAVIRUS (COVID-19)
DEFINITIONS
SOURCES
Summary 1 Research Sources
HEADLINES
PROSPECTS
Low category growth as the other pet population remains constant
Severe and protracted drought poses environmental challenges for bird food players
Premiumisation and health and wellness are areas of potential
COMPETITIVE LANDSCAPE
Mars Australia retains category lead thanks to its strength in bird food
Spectrum Brands Holdings leads fish food while Peters Pure Animal Foods leads in small mammal/reptile food
Non-grocery specialists lead distribution
CATEGORY INDICATORS
Table 19 Other Pet Population 2015-2020
CATEGORY DATA
Table 20 Sales of Other Pet Food by Category: Volume 2015-2020
Table 21 Sales of Other Pet Food by Category: Value 2015-2020
Table 22 Sales of Other Pet Food by Category: % Volume Growth 2015-2020
Table 23 Sales of Other Pet Food by Category: % Value Growth 2015-2020
Table 24 LBN Brand Shares of Bird Food: % Value 2016-2019
Table 25 LBN Brand Shares of Fish Food: % Value 2016-2019
Table 26 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2016-2019
Table 27 Distribution of Other Pet Food by Format: % Value 2015-2020
Table 28 Forecast Sales of Other Pet Food by Category: Volume 2020-2025
Table 29 Forecast Sales of Other Pet Food by Category: Value 2020-2025
Table 30 Forecast Sales of Other Pet Food by Category: % Volume Growth 2020-2025
Table 31 Forecast Sales of Other Pet Food by Category: % Value Growth 2020-2025
HEADLINES
PROSPECTS
Growing demand for pet accessories and technology attracts players from other industries
Sustainability increasingly characterises the category
New product launches become more sophisticated in response to pet humanisation trend
COMPETITIVE LANDSCAPE
Nestlé Purina PetCare ranks first overall while Merial remains strong in pet healthcare and Vetalogica leads in pet dietary supplements
Further consolidation of cat litter
New business models continue to change the competitive landscape
CATEGORY DATA
Table 32 Sales of Pet Products by Category: Value 2015-2020
Table 33 Sales of Pet Products by Category: % Value Growth 2015-2020
Table 34 Sales of Pet Healthcare by Type: % Value 2015-2020
Table 35 Sales of Other Pet Products by Type: % Value 2015-2020
Table 36 NBO Company Shares of Pet Products: % Value 2015-2019
Table 37 LBN Brand Shares of Pet Products: % Value 2016-2019
Table 38 Distribution of Pet Products by Format: % Value 2015-2020
Table 39 Forecast Sales of Pet Products by Category: Value 2020-2025
Table 40 Forecast Sales of Pet Products by Category: % Value Growth 2020-2025
HEADLINES
PROSPECTS
Premiumisation characterises both dog and cat food with customisation particularly prevalent in dog food
Promising growth trajectory for cat treats and mixers due to indulgent trend
Repositioning of private label to compete with brands and the premiumisation trend
COMPETITIVE LANDSCAPE
Cat food is characterised by Mars Australia and Nestlé Purina PetCare Australia
Despite dominance of leading brands, products with therapeutic benefits gain momentum
E-commerce continues to grow due to convenience
CATEGORY INDICATORS
Table 41 Cat Owning Households: % Analysis 2015-2020
Table 42 Cat Population 2015-2020
Table 43 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2015-2020
CATEGORY DATA
Summary 2 Cat Food by Price Band 2020
Table 44 Sales of Cat Food by Category: Volume 2015-2020
Table 45 Sales of Cat Food by Category: Value 2015-2020
Table 46 Sales of Cat Food by Category: % Volume Growth 2015-2020
Table 47 Sales of Cat Food by Category: % Value Growth 2015-2020
Table 48 Sales of Dry Cat Food by Life-Cycle: % Value 2015-2020
Table 49 Sales of Wet Cat Food by Life-Cycle: % Value 2015-2020
Table 50 NBO Company Shares of Cat Food: % Value 2015-2019
Table 51 LBN Brand Shares of Cat Food: % Value 2016-2019
Table 52 LBN Brand Shares of Cat Treats: % Value 2016-2019
Table 53 Distribution of Cat Food by Format: % Value 2015-2020
Table 54 Forecast Sales of Cat Food by Category: Volume 2020-2025
Table 55 Forecast Sales of Cat Food by Category: Value 2020-2025
Table 56 Forecast Sales of Cat Food by Category: % Volume Growth 2020-2025
Table 57 Forecast Sales of Cat Food by Category: % Value Growth 2020-2025
HEADLINES
PROSPECTS
Product recalls emphasise need for better quality control and stimulate demand for raw food
Specification and subscription services on the rise in dog food
Growth in functional treats with further possibilities for alternative protein
COMPETITIVE LANDSCAPE
Mars Australia leads due to its wide product range and heavier focus on premium brands
Black Hawk’s recent growth and marketing endeavours hampered by product recall
Premium segment attracts new players and private label in addition to industry powerhouses
CATEGORY INDICATORS
Table 58 Dog Owning Households: % Analysis 2015-2020
Table 59 Dog Population 2015-2020
Table 60 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2015-2020
CATEGORY DATA
Summary 3 Dog Food by Price Band 2020
Table 61 Sales of Dog Food by Category: Volume 2015-2020
Table 62 Sales of Dog Food by Category: Value 2015-2020
Table 63 Sales of Dog Food by Category: % Volume Growth 2015-2020
Table 64 Sales of Dog Food by Category: % Value Growth 2015-2020
Table 65 Sales of Dry Dog Food by Life-Cycle: % Value 2015-2020
Table 66 Sales of Wet Dog Food by Life-Cycle: % Value 2015-2020
Table 67 NBO Company Shares of Dog Food: % Value 2015-2019
Table 68 LBN Brand Shares of Dog Food: % Value 2016-2019
Table 69 LBN Brand Shares of Dog Treats: % Value 2016-2019
Table 70 Distribution of Dog Food by Format: % Value 2015-2020
Table 71 Forecast Sales of Dog Food by Category: Volume 2020-2025
Table 72 Forecast Sales of Dog Food by Category: Value 2020-2025
Table 73 Forecast Sales of Dog Food by Category: % Volume Growth 2020-2025
Table 74 Forecast Sales of Dog Food by Category: % Value Growth 2020-2025