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1.1 Definition and scope of the study

The pet food category includes food for dogs, cats, birds, fish, small reptiles and mammals. It is part of the broader feed category, which includes both pet food and farmed animal feed.

The main segments of the pet food market are identifiable by type of feed, and include:

  • Wet
  • Dry
  • Snack & Treat

The global pet food market is thriving and projections of its development and evolution are also promising, driven in value by a growing focus on health and nutrition, and in volume by the progressively greater number of animals kept. In addition, more and more pets (in particular dogs and cats) are overweight, which increases demand toward healthier food alternatives.

Global market players include The JM Smucker Co, Nestlé, Mars, and Wagg Foods. These players face increased regulation, which serves as a barrier to potential growth.

The UK market for common pet food (dogs and cats) and other pet foods (all other) are both struck by a trend involving premiumization. In particular, demand on natural foods for small mammals is increasing. Overall, dog food generates the highest volume sales followed by cat and small mammals.

The British market has been expanding at a moderate pace since 2008. It is projected to continue growing as more and more individuals look to get a pet, whilst they are also willing to spend more on foods.

Pet food as an industry is highly concentrated; in the UK, Mars and Nestlé accounted for more than half of all sales in 2019. The third largest player held a mere 3% market share.






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