The increase in pet ownership across the country has seen increased sales inmost pet food sectors, with dog food experiencing five per cent growth toreach $2.6 billion.

Data provided by market research provider, Euromonitor International,identified a shift towards more premium products, evident through 10 per centgrowth in premium wet dog food and seven per cent growth in cat treats.

The strongest performing sub-categories within the cat category in 2021 werecat treats and mixers, premium wet cat food and premium dry cat food, withthese being the main drivers for growth across the category, which is nowvalued at $1.3 billion.

With e-commerce booming during the various lockdowns, this led to majorplayers enhancing and providing additional benefits for consumers shopping in-store.

One such example is Coles, which introduced a self-serve ‘doggy treat bar’ inwhich consumers can pick-and-mix dog treats such as biscuits, bones, kangarootails, and chicken bites.

Coles also launched a phantom label, Woofin’ Good, with 35 exclusive productsin the range to help compete with premium dog food products at an affordableprice point.

The ‘other’ category has seen a slight drop in sales overall, mainly due tothe fact 2020 sales were impacted by the stockpiling of food during thepandemic, but a one per cent rise in fish food sales was reported.

Mars Australia continues to dominate the dog, cat, and other categories with acompany vale share of 26, 31 and 18 per cent respectively.

Tagged: Euromonitor

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