Country has significant cat ownership rates
A report from The New Zealand Herald mentioned cat food among New Zealandsupermarkets’ top 10 frequently bought goods in 2019, reflecting thepopularity of cats among New Zealand’s pet-owning population. Kiwis’supermarket buying behavior saw all sorts of retail-ready cat food (canned,refrigerated, frozen, air dried, freeze dried, baked and dry kibble) sharingbasket space with top human food essentials such as bread, eggs and fruits, aswell as nice-to-have items like chips, soda and chocolates.
A market study by Auckland, New Zealand-based Coriolis Research Ltd. in 2014found 47% of households in the country have a cat. The New Zealand Pet FoodManufacturers Association had a lower calculation (44%) which translated to adomestic cat population of 1.419 million. Both parties believe New Zealandcontinues to have the world’s highest rate of cat ownership per household.
New Zealand’s pet food numbers
The association valued New Zealand’s prepared cat food market volume at 31,353metric tons and worth US$226 million. It said big supermarkets are thedominant (87%) sources of cat food in their country, with the rest beingsupplied by veterinary clinics and pet shops. Cat food in cans and pouchesaccount for 46.1% of sales from supermarkets, followed by dry cat food(36.2%), chilled cat food (10.8%) and cat treats (6.6%).
Pet food emerged as one of the six best “emerging growth opportunity” sectorsof the New Zealand food and beverage industry in Coriolis’ research.
Business moves from Mars Petcare
Ironically, Mars Petcare will be shutting down its manufacturing plant forWhiskas cat food pouches in Whanganui, New Zealand by the end of 2020. The26-year-old facility will be relocated in Thailand to cut down on operatingcosts and bring the products closer to the more vibrant Asian pet foodmarkets. The factory currently employs 152 people, according to reports, whowill receive compensation for their lost jobs as well as retraining and Mars-backed assistance in finding new jobs, per a collective employment agreement.
Source: Alma Buelva Pet Food Industry
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