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MARKET OVERVIEW

1.1 Definition and scope of study

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

The pet food market is primarily comprised of the dog and cat segments. There are several types of pet food: 

  • dry foods (kibbles)
  • wet food (pâté)
  • snacks (e.g. candy)

In Spain, the wider pet products market was worth 1.2 billion euros in 2018, making Spain the 5th largest European market in this segment. Within this sector, the Spanish pet food market is also healthy and in 2018 showed growth of +4.04%, mainly driven by the dog and cat food segments. [El Pais ; Diario Veterinario]

The market is driven by a continuous renewal of ranges and an increased demand for healthier and more natural food. Pet owners are increasingly sensitive to the ecological and well-being issues of their pets. The market is also showing a certain dynamism in the high-end and premium segments. Many dry and wet foods or "snacks" promise to address a wide variety of health problems encountered by animals, with increasingly innovative and complex recipes, most often offered by leading brands. 

Finally, the players in the Spanish "pet food" market can also rely on Spain's commercial strength in this sector: many companies, such as Visán, Petselect or Amiguitos Pets and Life, generate more than half of their turnover from exports. [Animal’s Health]

1.2 A growing world market

Within the global market for pet products and services, valued at $*** billion in ****, the global pet food market was valued at $** billion the same year [***]. It is expected to reach $***.* billion by ****, with a CAGR of +*.*% over the period ****-****. The North America region is the world's leading region in the ...

1.3 The Spanish market

Spain numbers more than ** million pets in **** according to the ANFAAC (***). More than **% of Spanish households own a pet. 

In ****, dog food represented **% of the pet food market, cat food **% and other species food only *%. [***]

Revenue split of pet food market by type of animals Spain, ****, percentage of the pet food ...

1.4 A dynamic, however small, foreign trade

For the "dog or cat food put up for retail sale" category in ****, Spain has exported around $*** million worth of products while importing $*** million. [***] Both importations and exportations have been increasing for Spain in the past three years as shown in the table below. 

Exports have grown faster than imports for ...

DEMAND ANALYSIS

2.1 Spanish people are fond of pets

Spanish people are pet lovers as **% of households in the country own a pet. There are approximately ** million pets in the country which represents more than one pet for every two people. [***]

On the European scene, Spain comes *th as for ownership of dogs and **th as for ownership of ...

2.2 Fishes are the most democratized pets in Spain

According to the ANFAAC, fishes are the most common pets in Spain. However it must be due to the fact that when buying an acquaria, households usually buy several fishes which multiplies the total number. Birds are also very popular, followed by dogs and cats.

As we can see from the ...

2.3 Most pet food spending goes to cats and dogs

Cats and dogs are the most expensive animals to have, partly because of the food spendings they imply. 

According to the Expansión, **% of pet food spendings go to dogs, **% to cats and *% to other animals (***), thus being completely decorelated from the actual population of these different species. 

As a matter ...

2.4 Pet food premiumization

Pet owners tend to more and more consider their pets as a full member of the family. Wamiz (***) lead a study on more than *,*** pet owners to learn more about their consuming habits at christmas. It concluded that **% of dog owners and **% of cat owners got their pet a present for ...

MARKET STRUCTURE

3.1 A market dominated by a few actors and retailers' brands

Retailers' brands are widely dominating the pet food retail segment in Spain holding almost **% of the dog food market shares in value in **** and **% of the cat food market shares. [***]

 Affinity Petcare holds **% of the dog food market. 

Dog food market shares by company (***) Spain, ****, in percentage of the market ...

3.2 Value chain of the pet food sector

The value chain of pet food products can be broken down into four major stages ending with the distribution that takes several forms. 

3.3 Pet food distributed mainly through supermarkets and hypermarkets

According to IRI, sales of cat or dog food in free-service shops of more than ***m* in Spain amounted to ***.** million euros in ****. On the other hand, sales in specialized shops amounted to ***.** million euros. On a total turnover of *.*** billion euros for the segment of cat and dog food, it ...

3.4 Actors looking for omnicanality

More and more actors of this sector are looking to distribute their products both online and in stores. Tiendanimal, for example, was the first online shop for pet products in Spain in ****. However, in **** it opened its first physical shop pushed by the fact that, as we saw, most of sales ...

ANALYSIS OF THE OFFER

4.1 The different pet food products

For cats and dogs, pet food can be divided in three categories : dry, wet and snacks. 

Dry products (***) on the other hand is less popular with only **.** euros of sales in **** and is often dedicated to special events or treats. They are however growing faster by *.*% between **** and ****. This trend is ...

4.2 Price varies depending on the type of products

The price for food products varies depending on the species but also depending on the products.

As we can see snacks' price per ton is far more expensive than other types of food pets. It is **.*x more expensive than dry food for cats and *.*x more expensive than dry food ...

4.3 The diversification of the offer towards healthy and organic products

More and more brands are launching healthier or natural lines of products for animals. It directly follows the trend of premiumization and humanization of pet food. As Humans are eating ealthier, they want their pets to be able to do so aswell. 

As such, Lidl launched its ***% natural line of products, ...

REGULATION

5.1 European Legislation on the pet food market

Directive ****/**/EC

The European Directive ****/**/EC defines feed as " products of vegetable or animal origin, in their natural state, fresh or preserved, and products derived from the industrial processing thereof, and organic or inorganic substances, used singly or in mixtures, whether or not containing additives, for oral animal feeding"

This Directive ...

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, grouped into two main texts:

Code of Good Labelling Practice for pet food, available here Guide to Good Practice for the Manufacture of Safe Pet Foods, available here

The Federation also has assembled an ...

5.3 Asociación Nacional de Fabricantes de Alimentos para Animales de Compañía (ANFAAC)

The ANFAAC was founded in **** and represents **% of the companies dedicated to the manufacture of pet food in Spain.

Among its main objectives are to defend the legitimate interests of its members and to promote the development of the pet food sector through various activities.

The member companies guarantee safety and ...

POSITIONING OF THE PLAYERS

6.1 Segmentation

  • Mars Petcare Spain
  • Nestlé Purina Petcare Spain
  • Affinity Petcare Spain
  • Productos para animales de compañia San Dimas
  • Kiwoko
  • Tiendanimal
  • Zooplus Spain

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Analysts

chargé d'études économiques, Xerfi

Hugo Schott

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Associate Consultant

Mathieu Luinaud

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PhD Industrial transformations

Robin Charbonnier

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Analyst

Pierre Doussau

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President Ross Alumni Club France

Arnaud Walter

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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Consultant

Pierrick Cudonnec

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Project Finance Analyst, Consulting

Maelle Vitry

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

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EDHEC

Imane Essadiq

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Auditeur

Vincent Defrenet

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Eva-Garance Tison

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Market Research Analyst

Michela Grimaldi

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Azelie Prigent

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Cantiane Gueguen

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Consultant

Jules Decour

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Alexia Vacheron

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Emil Ohlsson

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Anna Oeser

Anna Oeser

Gabriel Salvitti

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