Pet care continues to show good growth year on year in the independent sector, with 52 week MAT figures showing overall growth of 5.4%, similar to growth in the independent sector growth as a whole, which is currently running at 5.8%.
According to SalesOut’s data from over 11,000 independent stores, 5,000 of which are symbol stores, in the year to August 13 all major pet care brands except Pedigree were showing growth above 4%.
SalesOut’s Insights Manager Robert Moore says: “It would appear that despite current difficult financial circumstances, compromising on the feeding of our pets is not happening.
“Indeed, the sector shows positive signs with sales of pouches performing well and many featuring prominently in the top sellers list, with strong growth year on year. Treats for both dog and cat have also grown significantly, further illustrating our reluctance to cut back where our pets are concerned.”
Improved quality and presentation, backed up by marketing support, has boosted both cat and dog products in the complete (dry) pet food sub-category, particularly for the leading brands, explains Moore. “With Bakers showing a positive 11.9% growth and comfortably holding fifth place in the brand listings, it is evident that the convenience and value of complete “dry” pet food should be carefully considered by the independent retailer.”
Moore continues: “It would appear that consumers are making choices informed by perception of quality and, where value is sought, it is in purchasing of multipacks (MPs) that this is likely to occur. Figures from SalesOut show MP growth at 8.3%, compared to 4.3% for singles, indicating that convenience stores should have confidence in offering competitively priced multipacks.”
He adds: “The performance of Winalot (combining biscuit, complete, and wet pet) shows that consumers are happy to stay with brands – possibly seeing this long established brand as continuing to offer both value and a degree of comfort from the known.”
TOP-SELLING PET CARE LINES IN INDEPENDENT STORES
RANK SKU YOY GROWTH (%)
1. BAKERS COMPLETE ADULT BEEF/VEG 1.5KG BOX 11.0%
2. BAKERS COMPLETE ADULT CHICKEN/VEG 1.5KG BOX 11.4%
3. THOMAS CAT LITTER 8L BAG -1.0%
4. WHISKAS SUPERMEAT CHICKEN 390G CAN 2.5%
5. FELIX MIXED SELECTION CHUNKS IN JELLY 12X100G POUCH -4.8%
6. FELIX FISH SELECTION IN JELLY 12X100G POUCH 12.7%
7. KITEKAT CHICKEN CHUNKS IN JELLY 400G CAN 28.5%
8. WHISKAS IN JELLY FAVOURITES SELECTION 12X100G POUCH 29.7%
9. WHISKAS IN JELLY FISHERMANS CHOICE 12X100G POUCH 5.0%
10. PEDIGREE ORIGINAL 400G CAN 11.7%
11. FELIX MEAT SELECTION CHUNKS IN JELLY 12X100G POUCH -0.6%
12. FELIX CHICKEN CHUNKS IN JELLY 400G CAN 16.0%
13. WHISKAS IN JELLY SALMON 390G CAN 4.0%
14. WINALOT CLASSIC CHICKEN CHUNKS IN JELLY 400G CAN 14.0%
15. WHISKAS IN JELLY CHICKEN 100G POUCH 2.0%
16. KITEKAT TUNA/SALMON CHUNKS IN JELLY 400G CAN 18.5%
17. PEDIGREE BEEF CHUNKS IN GRAVY 6X400G CAN -25.6%
18. WHISKAS IN GRAVY TRADITIONAL DISHES 12X100G POUCH 73.5%
19. GO-CAT DUCK/RABBIT/CHICKEN COMPLETE 375G BOX 9.1%
20. WHISKAS IN JELLY POULTRY SELECTION 12X100G POUCH 55.5%
21. GO-CAT TUNA/HERRING/VEG COMPLETE 375G BOX 10.9%
22. PEDIGREE BEEF/CHICKEN/LAMB CHNK IN JELLY 6X385G CAN -21.1%
23. PEDIGREE BEEF/POULTRY CHUNKS IN GRAVY 400G CAN 33.1%
24. WHISKAS IN GRAVY DUCK/CHICKEN 400G CAN -1.3%
25. FELIX TUNA CHUNKS IN JELLY 400G CAN 13.3%
One to Watch PEDIGREE JUMBONE BEEF MEDIUM (2) 200G PACK +48.1%
One to Watch OWN LABEL CAT LITTER 10L BAG +33.9%
One to Watch O/L BEEF CHNK IN GRAVY DOG FOOD 1.25KG CAN +25.7%
One to Watch O/L CHICKEN CHNK IN GRAVY DOG FOOD 1.25KG CAN +24.8%
One to Watch FELIX MIXED SELECTION CHUNKS IN GRAVY 12X100G POUCH +18.0%
PET CARE CATEGORY SHARES
MAT Last Year (£) MAT This Year (£) %
TOTAL CAT 27,751,812 29,710,401 7.1%
ACCESSORIES 21,835 26,777 22.6%
CAT LITTER 2,995,789 3,161,300 5.5%
COMPLETE 3,764,907 4,061,524 7.9%
TREATS 299,786 400,794 33.7%
WET 20,669,496 22,060,006 6.7%
TOTAL DOG 28,000,079 29,013,695 3.6%
ACCESSORIES 57,528 61,179 6.3%
COMPLETE 6,032,504 6,635,236 10.0%
MIXER 918,566 850,671 -7.4%
TREATS 3,451,912 3,891,324 12.7%
WET 17,539,568 17,575,286 0.2%
SMALL ANIMAL 375,392 421,149 12.2%
ACCESSORIES 106,161 143,009 34.7%
BIRD 112,958 117,783 4.3%
FISH 156,273 160,357 2.6%
CATEGORY TOTAL 56,127,283 59,145,245 5.4%
PACK TYPES
MAT 52 WEEKS LY MAT 52 WEEKS TY MAT 52 WEEKS Change
SINGLES 41,397,313 43,192,542 4.3%
MULTI-PACK 14,729,970 15,952,703 8.3%
Data based on sales from 11,000 independent retailers, including 5,000 symbol outlets
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