State of the Pet Care Market in 2015

TRENDS AND INSIGHTS IN THE GLOBAL PET CARE
MARKET
2014
POWERED BY PASSPORT FROM EUROMONITOR INTERNATIONAL

WHAT IS PASSPORT
NEW INSIGHTS: MARKET DEVELOPMENTS
NEW TRENDS
KEY FINDINGS 2014
PASSPORT: PET CARE DATA UPDATE FOR 2014

EUROMONITOR INTERNATIONAL
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NEW INSIGHTS: MARKET DEVELOPMENT
Back in 2013…
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Private label producer acquires ninth
global player.
Del Monte acquires premium, niche,
holistic Natural Balance.
Logo taken from company website
http://www.edel-cat.de/praes.php?was=home
Vitakraft granted permission

And we asked….
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5
4
3
2
1
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 Will Procter & Gamble’s Iams be the next target?
0
2004 2009 2012
% share
Iams Value Share 2004/2009/2012

Source: http://www.petsathome.com
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And in 2014….
Source: http://freshpet.com
Source: http://bluebuffalo.com
 Premium pet food manufacturer Blue and niche player Freshpet are planning
an IPO.
 Pets at Home also had its IPO in 2014.

The debate around ingredients becomes more prominent
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 2014 has been marked by the Food and Drug Administration’s (FDA) Food Safety
Modernization Act (FSMA), with the FDA aiming to apply the same standards to pet
food as human food.
 Nestlé filed a lawsuit against Blue Buffalo, on the grounds that Blue Buffalo’s claim that
its products contain no chicken or poultry by-products, corn or grain is dishonest.
Source: http://bluebuffalo.com
Source: https://www.purina.com

And continuous M&A
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 In January 2014, Zuke’s Performance Pet Nutrition – a US producer of cat and dog
treats – was acquired by Nestlé SA.
Logo Source: https://www.purina.com
http://www.zukes.com

And the long expected occurs
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After years of declining share, Procter & Gamble's brands Iams, Eukanuba and Natura
brands are acquired by Mars in North America and other markets, excluding Europe.
http://www.mars.com/global/press-center/media-library.aspx?query=images
http://www.naturapet.com/brands/innova
http://www.eukanuba.com/pet-food/dog-food
http://www.pg.com/en_UK

With particular importance in North America
Premium Cat Food 2013
Mars Inc
Blue Buffalo
Colgate-Palmolive
Procter & Gamble
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The added share gained by the acquisition is particularly relevant in the North
American market, bringing Mars much closer to Nestlé SA.
0 20 40
Nestlé
% value
(Possible) Premium Cat Food 2014
0 20 40
Mars Inc
Blue Buffalo
Colgate-Palmolive
Procter & Gamble
Nestlé
% value

And a special relevance in premium dog food
Premium Dog Food 2013
Mars Inc
Blue Buffalo
Colgate-Palmolive
Procter & Gamble
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And even overtaking Nestlé SA in premium dog food, the fastest growing category in
2014.
0 10 20 30 40
Nestlé
% value
(Possible) Premium Dog Food 2014
0 20 40
Mars Inc
Blue Buffalo
Colgate-Palmolive
Procter & Gamble
Nestlé
% value

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M&A activity is well-covered in pet care analysis

NEW INSIGHTS: NEW TRENDS
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The rise of gourmet
Purina Pro Plan, Duo Delice, France
May 2013
http://www.proplan-dog.com/gb/Pages/default.aspx
Purina Pro Plan, Savor Aditions, US
July 2014
Master Dog, NutriPro, Chile
Mid 2013
http://www.masterdog.cl/productos

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Grain-free goes mainstream
Nutram, Grain
Free, Israel
Mid 2013
Naturea, Naturea
Petfoods, Portugal
4th quarter 2013
Merrick Grain
Free, Merrick Pet
Care Inc, Malaysia
August 2013
http://www.nutram.com/grain-free.php
http://www.merrickpetcare.com/consumer/products/list.jsp?categorySort=1&cat1=6&cat2=7&categories=Dog-Classic-
Recipes
http://www.natureapetfoods.com/ourproducts_petfoods_naturea1.php?l=1

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Raw power! Niche becomes more prominent

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Fruit and exotic to the fore
Dr Dog, Huechaewoom Co Ltd, South Korea
October 2013
Vondi, South Africa
Frozen food with Ostrich
Green Dog, UK
Caviar and Lobster
June 2014
Source: www.okdoctordog.com
http://www.vondis.co.za
http://www.greendogfood.co.uk

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Evolving therapeutic diets
Total Alimentos, Equilibrio
Mid 2013, Brazil
http://www.equilibriototalalimentos.com.br/caes/equilibrio-veterinary.html
Premier Pet
December 2013, Brazil
http://www.premierpet.com.br/alimentos-para-caes/super-premium/
premier-nutricao-clinica
Nisshin Pet Food Inc
March 2013, Japan
Source: http://www.nisshin.com/company/release/details/130218_023402.html

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Multi-functionality of functional food
Visan Optima – anti-hairball
2013, Morocco
Nori Pet Shanghai Co
(Chondroitin, taurine)
Late 2013, China
Sanabelle Sensitive
December 2012, India

22
A darker shade of green: Eco products gain more visibility
Zisc, West Paw Design
Coco Cat, Coco Farm Italy

NEW INSIGHTS: KEY FINDINGS 2014
Regional disparities: Emerging markets still lead
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Latin America remained the fastest growing
region in 2014 and in constant terms, the
sole region to see an acceleration in growth.
 Eastern Europe, one of pet care’s stellar
performers, saw a slight slowdown in growth
but still quite a good performance, at 5%.
Russia, Poland and Hungary, the largest
markets, all had a positive performance.
Western Europa and North America, the
largest regions in value terms, continued to
see only sluggish growth.
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12
10
8
6
4
2
0
2013 2014
% growth
Pet Care Y-o-Y Growth (Constant) by
Region 2013-2014
Middle East and
Africa
Asia Pacific
North America
Western Europe
Australasia
Latin America
Eastern Europe

50,000
45,000
40,000
35,000
30,000
25,000
20,000
15,000
10,000
5,000
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Pet indulgence an important driver
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8
6
4
2
0
-2
0
Dog food Cat food Dog treats Cat treats Bird food Fish food Small
mammal
% CAGR
US$ million, constant 2104 rsp
Pet Food: Retail Value Sales by Category 2009/2014
2009 2014 % CAGR

Economy cat
Economy dog
Mid-priced cat
Mid-priced dog
Premium cat
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Only premium food expected to gain across all regions
Absolute Value Growth 2014-2019
-100 400 900 1,400 1,900 2,400
Premium dog
US$ million
AP AU EE LA MEA NA WE

PASSPORT: PET CARE DATABASE UPDATES
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5
4
3
2
1
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Other pet products: Deeper analysis and insight
0
2015 2016 2017 2018 2019
% growth
AP
AU
EE
LA
MEA
NA
WE

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Pet Care System: a world full of data, analysis and insight

30
A focus on distribution and retailing trends

31
And wealth of country-specific information beyond reports

https://www.whiskas.com
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Data on price bands with further analysis in country reports
Source:
http://www.pedigree.com
https://www.friskies.com

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Information on pet population and forecasts

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Detailed information on pet healthcare and pet food
Flea/Tick
Worming
Others
Senior
Adult
Kitten/Puppy
http://uk.frontline.com/Pages/Products.aspx
http://www.hillspet.com/ideal-balance/ideal-balance-dog-food.html
https://www.gourmet-cat.co.uk/Products/Details.aspx?BrandRangeId=40&ViewIds=33,34,40,41&CrsStartIdx=1

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State of the Pet Care Market in 2015

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State of the Pet Care Market in 2015