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MARKET OVERVIEW

1.1 Presentation and definition of the pet food market

The pet food market includes food for dogs, cats, birds, fish, small reptiles and mammals but excludes those intended for farm animals. The pet food market is a segment of the pet market, which also includes the category of accessories and hygiene and care products for pets.

The market for pet food is mainly composed of the dog and cat segments. There are several types of food:

  • dry goods (croquettes)
  • wet food (pâtée)
  • snacks (candy, for example)

The pet market in France has been expanding for the last ten years. The cat segment is ahead of the dog segment. Moreover, the segments for so-called "new pets" (fish and birds) are now in slight decline. Small dogs and cats are the most popular, as they are perfectly suited to urban lifestyles and the relatively small spaces available in city housing.

The market is driven by a continuous innovation in product supply, and increased demand for healthier and more natural food. Pet owners are becoming more and more sensitive to environmental issues and the well-being of their pets.

Additionally, the market shows dynamism in the high-end and premium segments. Many dry and moist foods promise to treat a wide variety of medical problems encountered in animals, with ever more innovative and complex recipes. These are most often proposed by leading brands.  

Growth in the French market is also driven by online sales, although the distribution of pet food is largely organized around the specialty stores which do not hesitate to open new points of sales, unlike supermarkets and garden centres, which are posting declining results.

1.2 A growing European market

The global market for pet products and services was valued at $*** million in ****. In the same year, the global pet food market represented ** billion dollars [***]. Going forward, it is expected to expand to reach ***.* billion by ****. This represents a CAGR of *.*% over the period ****-****.

North America is the dominant global ...

1.3 The French market is expanding

The pet food market in France was worth $*.** billion in **** [***], or about €*.** billion. This represents a growth of +*% compared to ****.

Growth forecasts are promising as the same source estimates that this market will reach $*.** billion by ****, which would represent a growth of +**% between **** and ****, or a CAGR of *.*% over the period. ...

1.4 Export dominated trade

For the category of animal feed (***), France exported *.* billion euros and imported *.*** billion euros in ****.

French exports and imports have been growing since ****, but imports have grown faster than exports. This is evident by the deterioration in the coverage rate (***) which measures exports/imports. Nevertheless, France will still have a large ...

DEMAND ANALYSIS

2.1 The French are big fans of pets

The French are big fans of pets: indeed, **.*% of households (***). [***]

At a European level, the Russians who have the most pets (***).

Classification of countries by dog population Europe, ****, in millions of dogs Source: ****

Ranking of countries by cat population Europe, ****, in millions of cats Source: ****

2.2 Dogs and cat dominate

In ****, France had approximately ** million pets, **% of which are fish. Indeed, the number of households with goldfish(***) can be estimated to be less than the number of households with dogs or cats, but households that prefer fish generally have more than one, hence the aggregate number is the most elevated.

Cats ...

2.3 Spending on dogs and cats dominates the market

Unsurprisingly, the animals requiring the most expenditure are dogs and cats; it was estimated in **** that they accounted for **% of sales in the pet sector. The average annual expenditure allocated to pets in **** was:

*** euros for a cat *** euros for a dog [***]

With regards to pet food in particular *.** billion ...

2.4 Premiumisation of food needs

The new demand trends are driven by a common phenomenon: owners are giving more and more importance to their animals, and they are perceived as a  sort of "commodity". Moroever, **.*% of dog owners and **.*% of cat owners view the pet as a separate family member. [***]

The primary consequence of this new ...

MARKET STRUCTURE

3.1 A market dominated by a few large players

The dog and cat food market is dominated by two giants, Nestlé Purina Petcare and Mars Petcare, which together accounted for **.*% of the market in France in ****. The third largest player are private labels. 

Part de marché en valeur sur l'alimentation chiens et chats France, ****, en % Source: ****

Each of these two ...

3.2 Industry Value Chain

In **** the pet food sector in France represented *,*** jobs directly affiliated to the industry, and *,*** indirect jobs. [***]. Here is an overview of the pet food value chain in France:

Source: ****

3.3 Physical distribution prevails despite a boom in online sales

In ****, the main distribution channel for pet food were physical retail outlets the GMS (***), but also the specialty stores and proximity, which represented more than **% of sales over the year.

Out-of-store sales, i.e. the direct sales or online purchases, represented *.*% and the specialized channels (***) totalled *.*% of annual sales. [***]

Main distribution ...

ANALYSIS OF THE OFFER

4.1 An offer driven by the popularity of dry foods and new wet formats

In the dog and cat segment, there are different types of food, as mentioned in the introduction. An overview is provided below:

Dry food: consists mainly of croquettes (***). Dry foods captured the main share of growth in ****, with *.*% in volume and *.*% in value, driven mainly by cat consumption. [***] Wet food: this ...

4.2 The rise of the premium segment

Prices in the pet food sector have been increasing in recent years. This is due, in part, to an increase in production costs (***), and due to the growing popularity of premium and high-end offers.

CPI on pet products reached ***.* in **** (***). In other words, prices between **** and **** have increased by **.*%. [***]

Harmonised Index ...

4.3 The rise of organic and natural products

Natural and organic products are on the rise in the pet food market. Increasingly concerned about the well-being and health of their pets, pet owners are also aware of the ecological impact of pet food. Organic and natural food offers are exploding and are accompanying the market's offer despite the fact ...

RULES AND REGULATIONS

5.1 European legislation on the marketing of pet food

Directive ****/**/EChttps://www.businesscoot.com/backend/study/***/**/edit#study_component_form_translations_de_fields

The European Directive ****/**/EC defines feed as "Products of plant or animal origin in their natural state, fresh or preserved, and products derived from their industrial processing, as well as organic or inorganic substances, whether simple or ...

5.2 The European Federation of the Pet Food Industry (FEDIAF)

This federation, present at the European level, has also established a set of standards for its members s, grouped into two main texts:

Code of Good Labelling Practice, available at here Code of Good Practice on Product Safety, available at here

The Federation has also assembled a exhaustive list of all ...

POSITIONING OF THE PLAYERS

6.1 Segmentation

  • Mars Petcare France
  • Purina Petcare France
  • C&D Foods France
  • Affinity Petcare France
  • United Petfood Producers

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