1

GLOBAL PET FOOD MARKET

Segmented By Product Type, Pricing Type, Ingredient
Type, Pet Type, and by Sales Channel Type

Growth, Trends, and Forecast (2018 - 2023)

Syndicated Sample

Syndicated Sample Global Pet Food Market

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WHY PURCHASE THE REPORT?

Syndicated Sample Global Pet Food Market

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WHY PURCHASE THE REPORT?

The Utility of this Report

To understand the growth trends of the Global Pet Food Market, growth forecast is
Report Highlights
provided for 2018-2023 (henceforth referred to as the forecast period). This
 Market overview, in terms of market maturity and * information is crucial to understand the market’s functionalities and the changes that
growth. are expected to follow.

 Macro-level, but comprehensive evaluation of drivers

and restraints of the Global Pet Food Market. Major developments in the market are identified in the study, which help understand
* the nature and scope of the market studied, from a macro-perspective.
 Detailed industry analysis, through Porter’s five forces
analysis.

The information regarding market overview, especially in terms of maturity provided

 Segmentation of the Global Pet Food Market, by * in the study, is essential toward developing country-level growth strategies.
amino acid type and animal type.

 Comprehensive analysis, including the present

competitive environment and the major companies The profiles of major players active in the market studied, along with their business
active in the market studied. * strategies, provide information toward developing a competitive strategy for
new/existing players.

Syndicated Sample Global Pet Food Market

 TABLE OF CONTENTS
4

1. Introduction
3.2 Restraints
1.1 Market Definition
3.2.1 Government Regulations
1.2 Key Findings of the Study
3.2.2 Increasing Obesity In Pets
2. Research Scope and Methodology
3.2.3 Pet Allergies
2.1 Study Deliverables
4. Industry Analysis
2.2 Study Assumptions
4.1 Porter’s Five Forces Analysis
2.3 Research Methodology
4.1.1 Bargaining Power of Suppliers
2.4 Research Phases
4.1.2 Bargaining Power of Buyers
3. Market Dynamics
4.1.3 Threat of New Entrants
3.1 Drivers
4.1.4 Threat of Substitute Products and Services
3.1.1 Pet Refinement/ Humanization Influencing The Purchasing
4.1.5 Competitive Rivalry
Decisions
5. Market Segmentation
3.1.2 Increasing Trend Of Nuclear Family
5.1 By Product Type
3.1.3 Channel Specific Product Development
5.1.1 Dry Pet Food
3.1.4 Increasing Sales Of Therapeutic Pet Food
5.1.2 Wet Pet Food

5.1.3 Treat/Snack

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 TABLE OF CONTENTS
5

5.1.4 Veterinary Diet 5.5 By Sales Channel Type

5.1.5 Liquid Food 5.5.1 Specialized Pet Shop

5.1.6 Organic Product 5.5.2 Internet Sale

5.5.3 Hypermarket
5.2 By Pricing Type
5.5.4 Other Sales Channel Types
5.2.1 Economic Segment
5.6 By Geography
5.2.2 Premium Segment
5.6.1 North America
5.2.3 Super Premium Segment
5.6.1.1 United States
5.3 By Pet Type 5.6.1.2 Canada
5.3.1 Dog 5.6.1.3 Mexico

5.3.2 Cat 5.6.1.4 Rest Of North America

5.3.3 Bird 5.6.2 Europe

5.6.2.1 Germany
5.3.4 Other Pet Types
5.6.2.2 United Kingdom
5.4 By Ingredient Type
5.6.2.3 France
5.4.1 Animal Derived
5.6.2.4 Spain
5.4.2 Plant Derived
5.6.2.5 Russia
5.4.3 Cereal and Cereal Derivative 5.6.2.6 Italy
5.4.4 Other Ingredient Types 5.6.2.7 Rest Of Europe
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 TABLE OF CONTENTS
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5.6.3 Asia-pacific
7. Company Profiles
5.6.3.1 China

5.6.3.2 India 7.1 Mars Inc.

5.6.3.3 Japan 7.2 Nestle SA (Purina)

5.6.3.4 Australia 7.3 Colgate Palmolive ( Hill's Pet Nutrition)

5.6.3.5 Rest Of Asia Pacific 7.4 Uni-Charm Corp.

5.6.4 South America 7.5 Blue Buffalo

5.6.4.1 Brazil 7.6 InVivo NSA
5.6.4.2 Argentina
7.7 Diamond Pet Foods
5.6.4.3 Rest Of South America
7.8 Sunshine Mills
5.6.5 Africa & Middle East
7.9 Heristo AG
5.6.5.1 Egypt
7.10 Deuerer
5.6.5.2 South Africa
7.11 Wellpet
5.6.5.3 Rest Of Africa & Middle East
7.12 J.M.Sucker (Big Heart)
6. Competitive Landscape
8. Appendix
6.1 Most Adopted Strategies

6.2 Most Active Companies 9. Disclaimer

6.3 Market Share Analysis

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1. EXECUTIVE SUMMARY & KEY FINDINGS

1.1 Market Definition

1. INTRODUCTION
1. INTRODUCTION
1.2 Key Findings of the Study

Syndicated Sample Global Pet Food Market

 INTRODUCTION MARKET DEFINITION
8

The market is segmented on the basis of The report presents a wide-range analysis of
The report contains an analysis of various
product type, pricing type, ingredient type, pet market shares, size, and trends in the Global
parameters of the Global Pet Food Market. The
type, and by sales channel type. The study Pet Food Market. The market operates in the
study includes various kinds of pet food that are
involves the analysis of pet food and the B2C mode and market sizing is done at the
given to companion animals.
market demand for it. consumer level.

Market-size estimations for the forecast period

The review period considered for this study is
were in real terms. The average selling price
2014-2017 and the forecast period is 2018-
(ASP) was kept constant throughout the
2023.
forecast period for each country.

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2.1 Study Deliverables

1. INTRODUCTION 2.2 Study Assumptions

2. RESEARCH SCOPE AND METHODOLOGY
2.3 Research Methodology

2.4 Research Phases

Syndicated Sample Global Pet Food Market

 RESEARCH METHODOLOGY STUDY DELIVERABLES
10

AIM AND OBJECTIVE OF THE STUDY

Market Segmentation and Forecasts for the Global Pet Food Market, with an overview of the key developments in the market.

STUDY PERIOD BASE YEAR COMPANIES ANALYZED

2014 - 2023 2017 12

GEOGRAPHICAL SCOPE SEGMENTS COVERED

PORTER’S FIVE FORCES ANALYSIS

MARKET SEGMENTATION

DRIVERS AND RESTRAINTS

Australia
KEY PLAYERS: PROFILES AND STRATEGIES

COMPETITIVE LANDSCAPE

FUTURE OF THE MARKET

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2.4 RESEARCH PHASES 11

• Company Annual Reports • Animal Nutritional Scientists/Researchers

• Animal Nutrition Researchers • Insights from
• Research Journals • External Subject-matter Experts
• Animal Nutrition Product Manufacturer Data and
• Government Publications • Select Officials from Animal nutritional
Associations Forecast are
• News Articles and Press Releases • In-house and Subject-matter Experts
• Government Animal Nutrition Officials Compiled

SECONDARY DISCUSSION PRIMARY STATISTICAL EXPERT DATA REPORT

RESEARCH GUIDE RESEARCH MODELLING VALIDATION TRIANGULATION WRITING

• Company-related Queries • Revalidation of Numbers Obtained through Primaries

• Forecasting Model
• Market-related Queries • Combination of Top-down and Bottom-up
• CAGR Estimation
• Company Financials Approaches

Primary Interviews (%), by Designation

3% 4% CEOs/CFOs

Board Members
8% Research Heads
29%
Government Officials
10%
Strategic Decision Makers

11% Animal Nutritional Researchers

Financial Advisors
23% 12% Investors

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3.1 Drivers

3.1.1 Pet Refinement/ Humanization Influencing The Purchasing Decisions

3.1.2 Increasing Trend Of Nuclear Family

1. INTRODUCTION
3. MARKET DYNAMICS 3.1.3 Channel Specific Product Development

3.1.4 Increasing Sales Of Therapeutic Pet Food

3.2 Restraints

3.2.1 Government Regulations

3.2.2 Increasing Obesity In Pets

3.2.3 Pet Allergies

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 MARKET DYNAMICS DRIVERS AND RESTRAINTS
13

Channel Specific Product

Increasing Trend Of Development

High Nuclear Family

Pet Refinement/ Humanization

Market Drivers
Increasing Sales Of Therapeutic

Impact
Influencing The Purchasing Pet Food
Decisions

Low

Low
Market Restraints

Impact

Pet Allergies Increasing Obesity In Pets

Government Regulations

High

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 MARKET DYNAMICS DRIVERS
14

PET REFINEMENT/ HUMANIZATION INFLUENCING THE PURCHASING DECISIONS

• Although the use of manufactured goods to for pet nutrition has been an age-old process; the consumer connection has been a relatively recent phenomenon. Pet
humanization is a result of rising incomes, changing demographic patterns, and consumer preferences.

• Traditionally pet owners fed their pet leftovers and scraps from family meals. However, consumers are now becoming aware that pet food and home-made food
consist of separate nutritional elements, and that pets need to be fed a diverse range of food, as part of an adequate diet.

• Buyers are looking for products, which are locally grown, or natural, or have digestive benefits. Hence, it isn’t a surprise that sale of premium and specialized pet food
is higher than the sale of mid-priced products. Nutraceuticals and dietary supplements are also increasingly being considered as an alternative to high healthcare
costs, thus defining the growing retail sales for nutrition-enabled pet foods.

• The pet humanization trend also led to the increase in health consciousness, and has also generated demand for pet food free of sugars, grains, dyes, and other
chemical additives. Consequently, pet owners are now adamant about knowing the productivity information of the pet food product, and hence, some pet food
companies now claim transparency in the sourcing and processing of ingredients.

• The move toward commercial pet food coincided with increased research into the nutritional requirements of pets, and increased business activity in the global pet
food market. For instance, Cargill, in January 2018, reached an agreement to acquire Pro-Pet, including premium dog food brand Black Gold®. The acquisition is
believed to have made Cargill the only supplier of both animal feed and pet food offerings in the agricultural retail space, in the United States.

• With the growing trend of pet humanization, there has also been an increased concern for pet health and safety. The growing human-animal bond, which defines
consumers’ willingness to spend for their pets. The growing demand for pet healthcare insurance in the United States will also support the argument. In 2017, 1.6
million pets in the United States were insured according to the North American Health Insurance Association (NAPHIA).

Source: Mordor Intelligence Analysis.

Syndicated Sample Global Pet Food Market

 MARKET DYNAMICS RESTRAINTS
15

GOVERNMENT REGULATIONS

• The federal level pet products are subjected to regulations by bodies, like Federal Food and Drug Administration (FDA), The Association of American Feed Control
Officials (AAFCO), and The Center for Veterinary Medicine (CVM), which is a part of FDA.

• The nutrition adequacy label is considered as an important aspect by AAFCO for labeling pet food, which checks for the ingredients providing nutrition. The products
are again tested using AAFCO feeding trial protocols and those products not abiding by these definitions, find it difficult to gain market entry.

• "Statement of identity of the commodity" is another labeling aspect, seen as an important feature to be provided by the manufacturer. Since many manufacturers are
providing fancy names in place of key labeling requirements, AAFCO has incorporated four rules, which include the "95%" rule; the "25%" or "dinner" rule; the "3%" or
"with" rule, and the "flavor" rule.

• The above regulations, are seen as major restraining factor for companies looking to market, advertise, and sell their products in the global markets. Manufacturers
find complying with these to have an effect on the packaging and production costs. Companies looking to enter the pet food market find compliance with the labeling
procedures to be stringent, thus, restraining them from introducing problem specific solutions.

• In many counties of North America and Europe, the pet food regulations are complex and involve a number of different organizations. For example, in the United
States, FDA partnered with AAFCO, is the primary governmental organization charged with regulating pet food. Moreover, in the United States, each state has the
ability to regulate pet food on a local level.

• The call by Food and Drug Administration’s (FDA) & Center for veterinary medicine (CVM) for a change in regulatory oversight of pet food ingredients, without a clear
resolution on which ingredients will need additional information and on the ingredient approval process as a whole, has led to confusion and uncertainty within the pet
food and animal feed industries, stifling innovation and growth for new feed products in the region.

Source: Mordor Intelligence Analysis.

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4.1 Porter’s Five Forces Analysis

4.1.1 Bargaining Power of Suppliers

1. INTRODUCTION
4. INDUSTRY ANALYSIS
4.1.2 Bargaining Power of Buyers

4.1.3 Threat of New Entrants

4.1.4 Threat of Substitute Products and Services

4.1.5 Competitive Rivalry

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 MARKET INSIGHTS PORTER’S FIVE FORCES ANALYSIS
17

THREAT OF THREAT
• The Porter’s five forces model studies the five identified competitive forces that shape NEW ENTRANTS OF SUBSTITUTES

every industry and market, in order to determine the intensity of competition, and thus,
the profitability and attractiveness of the industry. The objective of the growth strategy is Moderate Moderate
to adapt to these competitive forces in a manner that may improve the position of the
organization, in terms of market share and penetration, in the market concerned. This COMPETITIVE
study includes an exhaustive Porter’s five forces framework, incorporating the factors RIVARLY

influencing each force, to analyze the market from a microeconomic perspective.

BARGAINING BARGAINING
• In the study, Porter’s five forces are analyzed considering the factors influencing each POWER OF THE High POWER OF THE
force and by quantifying the factors through primaries and quantitative analysis. The BUYERS SUPPLIERS

quantified factors are further mapped out to derive the impact of each force on the
competitive dynamics.

High Moderate

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5.1 By Product Type

5.2 By Pricing Type

5.3 By Pet Type

5. MARKET SEGMENTATION
5.4 By Ingredient Type

5.5 By Sales Channel Type

5.6 By Geography

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5.3.1 Dog

5.3.2 Cat
5.3 MARKET SEGMENTATION - BY PET TYPE
5.3.3 Bird

5.3.4 Other Pet Types

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 MARKET SEGMENTATION BY PET TYPE POULTRY
20

Fig 5.3.1.1 Pet Food Market: Revenue in USD billion, Dog Food, Global, 2014-2023
100

90

80

70

60

50

39.25
40

30

20

10

0
2014 2015 2016 2017 2018 2023

Source: Mordor Intelligence Analysis

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 MARKET SEGMENTATION BY PET TYPE DOGS
21

• Dogs are the major largest consumers of pet food. Dogs adopt traditional eating habits, such as the consumption of meat, non-meat scraps, left overs of human
food, etc. However, these unhygienic foods may lead to allergic reaction in pets. Health concern for animals and pet humanization have created an opportunity for
specialized pet food.

• The major raw materials used in dog food are food grade ingredients and additives. Commercial dog food comes in a dry form or in a wet canned form. Dry dog
pet food contains 6–10% moisture by volume, as compared to 60–90% in wet canned food.

• The demand for dog food is anticipated to grow owing to the increase in the population of pet dog globally. The United States stood at the top in terms of pet dog
population globally, followed by China. In the United States, the population of pet dogs increased from 78.2 million in 2012 to 89.7 million in 2017, thus driving the
demand for dog food in the country. EU accounted for 63.7 million dogs as of 2016 and the region is expected to witness a steady growth in dog population.

• The dog food market has been hit with many recalls over the past year (2017), which negatively affected the same. Recalling of pet food is a common
phenomenon, as many companies that are into production and supply of dog food have recalled their products earlier. USFDA maintains a repository of recalls
and withdrawals of pet food, which explains the prevalence of recalls. For example, in the year 2017 Evanger’s Dog and Cat Food Company Inc. recalled one of
its flavor of canned dog food as the company discovered that certain batches of its product have been exposed to Pentobarbital, a euthanasia drug.

• Dry dog pet food is the biggest and fastest growing segment, mainly due to the convenience of storage and low price. Asia-Pacific is the fastest growing market
due to the increased level of adoption of pet food and awareness about the product among the consumers. Rising income level and trend of adoption of dogs in
urban parts of developing countries of Asia and South America are driving the growth of the dog food market.

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5.6.1 North America 5.6.3 Asia-pacific

5.6.1.1 United States 5.6.3.1 China

5.6.1.2 Canada 5.6.3.2 India

5.6.1.3 Mexico 5.6.3.3 Japan

5.6.1.4 Rest Of North America 5.6.3.4 Australia

5.6 MARKET SEGMENTATION – BY GEOGRAPHY 5.6.2 Europe 5.6.3.5 Rest Of Asia Pacific

5.6.2.1 Germany 5.6.4 South America

5.6.2.2 United Kingdom 5.6.4.1 Brazil

5.6.2.3 France 5.6.4.2 Argentina

5.6.2.4 Spain 5.6.4.3 Rest Of South America

5.6.2.5 Russia 5.6.5 Africa & Middle East

5.6.2.6 Italy 5.6.5.1 Egypt

5.6.2.7 Rest Of Europe 5.6.5.2 South Africa

5.6.5.3 Rest Of Africa & Middle East

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 MARKET SEGMENTATION BY GEOGRAPHY POULTRY
23

Fig 5.6.4.1.1 Pet Food Market: Revenue in USD billion, Brazil, 2014-2023
10

6
5.37

0
2014 2015 2016 2017 2018 2023

Source: Mordor Intelligence Analysis

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 MARKET SEGMENTATION BY GEOGRAPHY BRAZIL
24

• The Brazilian pet food market consists of few global players like Nestle, Mars Incorporated, Hill’s pet Nutrition but many of the pet food manufacturers are Brazil
owned and based.

• The market is highly fragmented and competitive and hence the leading players involve in the R&D of innovative pet food products to attain major market share.

• The major market players are creating a real link, connecting consumers with them, to communicate and inform them, from where the product and its ingredients
comes from.

• With 78% of Brazilian pet owners interested in the ingredients present in the store bought pet food, according to the pet food consumer survey data presented at the
Seventh International Mexican Pet Food Forum many of the pet food manufacturers have begun taking measures to maintain the transparency in the product
ingredients and their functionalities.

• Brazil’s e-Commerce segment had a revenue of USD 13.4 billion a rise of 7.4 percent from the revenue of 2015. Despite the current economic scenario in Brazil,
projected growth is still positive at 12 percent, and is projected to reach US$15.1 billion (R$48.5b) in 2017. The vast internet connectivity, prevailing in the nation,
has boosted the use on e-commerce sites as an effective distribution channel.

• Brazil has a pet retail pyramid: At the bottom, pet shops (one to three employees) are highest in number; then come medium size pet stores (five to seven
employees), regional mega stores and national mega stores, with pet hospitals topping the pyramid. The product offering varies from only 30% of those available in
the country at small pet shops to 100% at national chains; regional and national stores also often have grooming and formal veterinary services.

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6.1 Most Adopted Strategies

1. INTRODUCTION
6. COMPETITIVE LANDSCAPE 6.2 Most Active Companies

6.3 Market Share Analysis

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 COMPETITIVE LANDSCAPE MOST ADOPTED STRATEGIES
26

In the Global Pet Food Market, companies are not only competing based
on the pet food quality and promotion, but also focused on strategic Pet Food Market: Most Adopted Strategies (%), Global,
moves to hold larger market shares. 2014-2018

New product launches, partnerships, and acquisitions are the major

strategies adopted by the leading companies in the Global Pet Food 19%
Market.

Companies are investing heavily to develop new pet food, and are
SAMPLE SLIDE
collaborating and acquiring other companies, which is expected to
increase their market shares and strengthen the R&D activities. AND FIGURES

Along with innovations and expansions, investments in R&D and

10%
developing a good product portfolio is likely to be the crucial strategy in
the coming years.

Involvement in agreements, with other pet food providing companies, is

Acquisitions New Product Launches Partnerships
one of the most prominent strategies followed by market leaders in the
Innovation Expansions Others
Global Pet Food Market.
Source: Company Annual Reports; Mordor Intelligence Analysis

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7.1 Mars Inc.

7.2 Nestle SA (Purina)

7.3 Colgate Palmolive ( Hill's Pet Nutrition)

7.4 Uni-Charm Corp.

7.5 Blue Buffalo

1. INTRODUCTION
7. COMPANY PROFILES 7.6 InVivo NSA

7.7 Diamond Pet Foods

7.8 Sunshine Mills

7.9 Heristo AG

7.10 Deuerer

7.11 Wellpet

7.12 J.M.Sucker (Big Heart)

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 7.1 MARS, INCORPORATED – COMPANY OVERVIEW 28

Introduction: Mars is an American global manufacturer of confectionery, pet food, and other food products and a provider
of animal care services, and is ranked as the 6th largest privately held company in the United States by Forbes. The
company operates in six business segments around the world: Wm. Wrigley Jr. Company, Chocolate, Petcare, Food,
Drinks, and Symbioscience, the company's life sciences division.

Financial Overview Founded in 1911

Total Revenue in USD billion, 2015-2017 McLean,

HQ Virginia,
United States

Operations: North America,

Latin America, Europe, Africa,
& Asia Pacific

100,000 Employees

33 35 35 Revenue (2017)
USD 35 billion
2015 2016 2017

1-952-7427-575

www.cargill.com

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7.1 MARS, INCORPORATED – PRODUCTS & SERVICES 29

Products Description Product Type

It is a very popular brand of dog food. Consists of various lines of product catering to adult dogs as Includes use as both dietary
Pedigree
well as puppies. Some of products include dentastix, pedigree adult and pedigree small dog. supplements and nutraceutical
Includes a whole range of dry, wet, and treats, for both cats and dogs. The product range consists of
IAMS Nutraceuticals
veterinary products, natural and grain free products, and various proactive premium health products.
It is cat food and comes in both dry and wet forms. Comes in the three main flavors of beef, fish and
poultry. Includes a whole range of products such as captains catch with crab in sauce, chicken and
WHISKAS Nutraceuticals
beef entrée, and chicken and duck entrée. These products provide essential anti-oxidants that build
up immune system.
Royal Canin offers breed specific nutrition and veterinary diets for both cats and dogs. Their
veterinary diets offers solution to problems such as Urinary Health, Skin and Food Allergies,
Includes use as both dietary
ROYAL CANIN Diabetes, Digestive Support, Liver Health, Joint Support, Illness and Surgery Recovery Support,
supplements and nutraceutical.
Renal Health, Weight Management, and Cardiac Health. ROYAL CANIN® Breed Health Nutrition is
specifically created to address the needs of pure breed dogs.
Includes use as therapeutics,
BANFIELD Pet Includes various products that address issues such as pet nutrition, health concerns, vaccinations,
nutraceuticals, and dietary
Hospital pet behavior, parasite control and dental care.
supplements.
Includes variety of items like vegetable and non-vegetable dinner, meaty juices, bacon and egg Includes wet dog food and dog treats
CESAR
items, savory delights. for the pet.

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7.1 MARS, INCORPORATED – KEY DEVELOPMENTS 30

Date Development

April,2018 Mars announces the investment of USD 100 million in its new Companion Fund, backing pet care products, tech, and services.

Mars’s Royal Canin intends to replace the current plant in North Sioux City with an upgrade of USD 120million upgrade and creating an
August, 2017
additional 50 new jobs.

July 2016 Mars announces Wrigley St. Petersburg investment at SPIEF 2016.

Mars and Alibaba partner to raise food safety standards Through this partnership with Alibaba, all of Mars’ brands in China, including Dove®,
June 2016 Snickers®, M&M’s®, Extra® and Pedigree®, will be available through e-commerce platforms. This allows customers in China to enjoy a
“one-stop” shopping experience

Mars opened an AUD 100 million pet food factory in Bathurst, Australia. It will manufacture dry pet food from Mars Petcare brands such as
June 2015
PEDIGREE and WHISKAS.

December, 2014 Mars Inc. acquired IAMS and EUKANUBA brands from Procter and Gamble in Taiwan, Singapore, Brunei and Malaysia.

October, 2014 Mars Petcare opened USD 110 million Global Innovation Center in Thompson’s Station, Tenn.

Mars Inc. acquired IAMS, EUKANUBA and NATURA brands in North America, Latin America and other select countries from The Procter &
August, 2014
Gamble Company.

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7.1 MARS, INCORPORATED – SWOT ANALYSIS 31

• High brand value with strong product

catalog
• Limited market growth, due to
• Vast and strong supply chain network
fierce competition.
• Strong customer loyalty
• Incorporates
brands, such
world’s
as
most
Snickers,
popular
Orbit,
S W • Vegetarians cannot use all the
products

Pedigree, Whiskas and many more

• Financially strong

• Strong online marketing

• Expansion of business in developing O T • High competition
• Price inflation in most
. regions countries and economic
• More acquisitions to increase share slowdown

Syndicated Sample Global Pet Food Market

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