Pulse Report Pet Q2-2014

PULSE REPORT
IRI Pulse Report Pet

Welcome to the Pulse Q2 2014 edition for pet. We hope you find it
useful. Please do not hesitate to contact us if you have any questions
or comments at EU.Marketing@IRIworldwide.com.
Q2 2014

IRIworldwide.eu
PULSE REPORT
About the Report
2
This pet report is one of 10 super category reports designed to show high-level comparison
and analysis for retail markets across major countries in Europe.
This report contains data gathered from countries across Europe. This market was split into
the following categories: dog food, cat food, other pet food and pet accessories.
The report highlights key metrics, such as total sales figures, market trends, category
shares, and winners and losers for Europe and individual countries.
The data has been sourced from IRI retail databases and Eurostat, the statistical branch of
administration for the European Commission.
The countries included in the report are France, Germany, Italy, the Netherlands, Spain and
the United Kingdom (UK).
The market channels used for each country in this report are as follows:
Country Channels used
UK Hypermarkets, supermarkets, drugstores and impulse outlets
ES
Hypermarkets, supermarkets, hard discounters, and drugstores,
including the Canary Islands
DE Hypermarkets, supermarkets, hard discounters and drugstores
NL Hypermarkets, supermarkets, hard discounters and drugstores
IT
Hypermarkets, supermarkets, small self service, hard discounters and
drugstores
FR Hypermarkets and supermarkets
For analytical purposes, the data sourced from available retail databases has been
consolidated to provide consistent results. However, for some countries it is not possible to
source data pertaining to certain categories. In these instances, it has been documented in
the notes section found at the end of the report.
PULSE REPORT
On the Radar
3
ECONOMIC FIGURES INFLUENCING CONSUMER BEHAVIOUR
Source: Eurostat, September 2013
After five years, the pet macro-category has now also
been affected by the economic slowdown. Its value
growth across Europe in Q2 2014 is still positive, but
has slowed almost to zero (+0.2%). This caused a
difficult start to 2014, demonstrating lower than average
growth in 2013 (+1.7% year ending Q4 2013). The pet
care categorys performance is now far from the growth
it had in the past, and its trend now worse than the
FMCG trend. The limited value growth was driven by an
increase in prices, more so than by an increase in
volumes (more premium sectors in small sizes matter to
this value growth). Different trends coexist: single serve
premium products grew together with low priced
products by private labels in most countries. So high
price and low price grew at the same time.
POPULATION IN
MILLIONS
UNEMPLOYMENT
(%)
AVERAGE 12
MONTHS
INFLATION
RATES GDP IN MILLIONS ()
Jan.
2012
Jan.
2013
Sep.
2013
Average
2012
Sep.
2013
Average
2012 2012
2013
(Estimate)
France 65.3 65.6 11.1 10.2 +1.2 +2.5 2 032 297 2 059 358
Germany 80.3 80.5 5.2 5.5 +1.8 +2.4 2 644 200 2 694 499
Italy 59.3 59.6 12.5 10.7 +1.8 +3.5 1 565 916 1 568 388
Netherlands 16.7 16.8 7.0 5.3 +3.1 +2.8 600 638 604 459
Spain 46.8 46.7 26.6 25.0 +2.3 +2.3 1 049 525 1 051 076
United
Kingdom
63.4 63.8 7.5 7.9 +2.7 +3.7 1 901 001 1 854 920
PULSE REPORT
556 536 534
564 545 527
138
139 140
147
144
140
80
76 77
86
77
75
302
299 311
320
304
302
516
488
512
537
505
495
518
491
506
544
514
489
0
500
1,000
1,500
2,000
2,500
31-mar-13 30-jun-13 29-sep-13 29-dic-13 30-mar-14 29-jun-14
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Period Ending
France
Germany
Italy
Netherlands
Spain
UK
GLOBAL TRENDS
4
TOTAL EUROPE +0.2%
+1.2%
-0.2%
-0.5%
VALUE SALES IN MILLIONS ()
Total EU 8 393
UK 2 169*
FR 2 052
DE 2 048
IT 1 238
ES 571
NL 314
TOTAL PET VALUE SALES AND % CHANGE VERSUS PRIOR YEAR
*based on an exchange rate of
1.150 to the pound
+4.6%
+0.2%
TOTAL PET VALUE SALES FOR THE LAST SIX QUARTERS
Source: IRI retail databases; period ending 29 June 2014
-2.9%
PULSE REPORT
4 208
808
3 101
275
0.9
-12.7
1.7 0.5
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Total Sales % vs. YA
9.6%
50.1%
36.9%
3.3%
Cat Food Dog Food Pet Accessories Other Pet Food
Europe
5
3 101
808
275
4 208
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CATEGORY VALUE SALES
IN THE LAST YEAR
CATEGORY SHARE OF VALUE
IN THE LAST YEAR
Europe includes: France, Germany, Italy, the Netherlands, Spain and the United Kingdom
TOP 5 CATEGORIES: EVOLUTION
Value sales () and % change versus a year ago
Source: IRI retail databases; Period ending 29 June 2014
KEY TRENDS
The value of the European market barely
grew across the six countries in the year
ending Q2 2014. With only +0.2% growth,
this was the worst trend seen over the latest
four years. Europe has seen decelerated
growth, which has slowed in Q2 2014 pushing
pet care down to near zero.
Half of the six countries experienced a
decrease in sales (the Netherlands, Germany
and the UK). Conversely, Spain appeared as
the best performer (+4.6%) and Italy stayed
positive (+1.2%).
Cat food is the core business of pet care
(standing for 50.1% of the category) but
shows a limited growth (+0.5%) that is only
slightly above category growth. Dog food is
growing, and other pet food shows a double
digit negative trend that adversely impacts
the total growth of the pet care category,
notwithstanding the limited importance of
other pet food on the total (3.3%).
Pet accessories is showing the most positive
trend.
PULSE REPORT
Europe
6
CATEGORY KEY FACTS
The main contributor to the limited growth of pet care across Europe is dog food (+26.3
million ). A smaller contribution comes from cat food (+20.9 million , where the driver is
snacks and treats), and a visible contribution also comes from pet accessories.
The dog snacks and treats segment is becoming increasingly more important and significant
due to its growth in value and volume in all European countries.
Wet cat single serve and, to a lesser extent, dry cat food are the drivers for cat food and
where brands are investing the most.
The main areas of innovation by major brands is on premium tastes in small sizes and user
friendly packages. Unless we consider the growing importance of the oral care aspect in
snacks and treats, which was introduced some years ago, no new concepts or innovations
have entered the market.
In these tough economic times, private label is growing across most of the markets, and
represents a cheaper but acceptable alternative offer compared to major brand.
Pet care appears to be an increasingly polarised category. Economy products are growing
(private label) as well as premium products in small sizes. The shopper of dog food may
behave very differently from the shopper of cat food. This presents a key challenge for
manufacturers who must respond by taking specific action in different categories.
The marketplace continues to become more competitive for branded products due to
increased promotional activity and the further growth of private label.

Europe includes: France, Germany, Italy, the Netherlands, Spain and the United Kingdom
TOP LOSERS: VALUE SALES
CHANGE VERSUS A YEAR AGO ()
TOP WINNERS: VALUE SALES
26.3
20.9
13.4
0 5 10 15 20 25 30
Dog Food
Cat Food
Pet
Accessories
Euros, in millions
- 40.2
-50 -40 -30 -20 -10 0
Other Pet
Food
.
Euros, in millions
PULSE REPORT
16.4%
47.0%
30.7%
5.9%
France
7
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IN THE LAST YEAR
IN THE LAST YEAR
631
337
120
965
965
337
631
120
1.7
-3.9
1.4 3.7
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KEY TRENDS
Growth is still mainly driven by cat food. Wet
cat food growth was moderate (+0.6%),
whereas dry cat continues to be dynamic
(+5.4%).
Snacks and treats is the fastest growing
category. Cat snacks and treats (+16.1%)
grew through assortment development
(+13.1%), and dog care and treats (+9.3%)
benefitted from more new product
development (+12.8%).
Growth in the cat population had a positive
impact on cat food and pet accessories,
thanks to cat litter (+3.0%).
All other pet food shows negative growth,
with the lowest growth in bird food (-10.5%).
The dog food trend was positive for the first
time since several quarters. Wet food growth
remains negative (-2.3%), whereas dry food
is positive (+4.3%), thanks to care and
treat. Main meal (+0.5%) has also made a
contribution to growth.
PULSE REPORT
France
8
Euros, in millions
CATEGORY KEY FACTS
Cat food is the main contributor to the market value growth, showing 35 million Euros of new
sales. With the exception of multi-serve, all cat food sectors are very positive:
Dry cat +5.4%
Single serve wet cat +2.6%
Snacks cat +16.1%
Pet food volume sales are increasing, driven by SKU range (+1.7%) and promotional activity
(+8.0%).
The assortment in pet food tends to increase in each segment, with the exception of wet dog.
This proves how strategic this category continues to be for retailers, particularly with the
development of the value offer.
34.6
10.3
4.8
0 10 20 30 40
Cat Food
Dog Food
Pet
Accessories
- 4.9
-6 -5 -4 -3 -2 -1 0
Other Pet
Food
.
Euros, in millions
PULSE REPORT
1 173
156
650
70
-1.7 -5.4 2.1
0.6
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3.4%
31.7%
57.3%
7.6%
Germany
9
KEY TRENDS
The pet care and food category in Germany
has reported a decline of -0.2% in its value
sales, mainly due to the decline in promotional
sales. Normal sales are showing slight growth.
Cat food, which contributes more than half of
the value share of the main category, is stable
in value due to the rise in average prices;
however, there were dips in volume.
The significant decline in Aldi and
supermarkets (400-799 square meter) has
resulted in an overall decline of the pet care
and food categories.
Discounters, which occupy approximately 44%
of the value share in pet food, show maximum
decline for dog food followed by cat food.
Apart from marginal growth in cat food and
pet accessories, all other pet foods show
decline in value.
Only pet accessories is showing positive
development in volume.
Within pet accessories, cat litter is
compensating for the value decline observed
in other sectors in pet accessories.

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IN THE LAST YEAR
IN THE LAST YEAR
650
156
70
1 173
PULSE REPORT
Germany
10
CATEGORY KEY FACTS
In cat food, positive value development was driven by promotional sales. Value growth in
snacks and wet food offset the decline seen in the other types in the category, while
drugstores and hypermarkets contributed the most to value growth.
Cat litter, with a double digit value growth in hard discounters, is the growth driver for pet
accessories.
Dog food is the most declining category, so much so that an increase in the average price
would not offset the major volume decline of this category. Most of its value loss came from
the discounters. Only the snacks sector displayed growth in dog food, as both dry and wet
food experienced a dip in value sales.
Dry dog food is showing a decline, mainly driven by the size range from 2.5kg to 4.9kg. This
is the most popular selling package size range. This range has contributed to around 90% of
the decline in this sector. Below 2.4kg pack sizes are the only growing pack sizes in dry food.
Decline in bird food and small animal feed was driven by a dip in non-promoted everyday
sales; hypermarket contributes most of the value loss in both the sectors.

Euros, in millions
7.3
3.2
0 2 4 6 8
Cat Food
Pet
Accessories
- 11.0
- 4.0
-12 -10 -8 -6 -4 -2 0
Other Pet
Food
Dog Food
.
Euros, in millions
PULSE REPORT
651
143
419
25
1.9
-7.3
4.1
0.5
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11.6%
52.6%
33.8%
2.0%
Italy
11
KEY TRENDS
Total cat and dog food continued to increase in
value sales in the year ending Q2 2014 (0.5%
for cat and 1.9% for dog), but growth is
slowing down and volume sales were not
consistent. The value growth of cat and dog
food is derived from increasing prices.
Cat food remained the largest sector of the
category, accounting for 52.6% of total value
sales, and showed an increase of 0.5%, which
is far lower than dog food. Pet accessories
remained positive (+4.1%) and other pet food
is still heavily losing value sales (-7.3%).
Dry pet food continues to out perform wet pet
food. Wet single serve drove the performance
of cat food with a growth of 3.0% in value
sales, and dog food continued on a positive
trajectory for wet small and medium products
(+3.0%).
Snacks and treats remains the fastest growing
segment of the category, especially for cat
(+24.6%), but also for dog food (+6.7%).
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IN THE LAST YEAR
419
143
25
651
PULSE REPORT
Italy
12
CATEGORY KEY FACTS
The main contribution to the growth of the pet care category came from dog food, with a
7.7m increase in sales. The growth of cat food is worth 3.5m, which is significantly lower
than past values. Pet accessories continue to be positive, and are the second leading
contributor to the sales growth of the pet care category with a 5.7m increase.
Products in small packages continue to drive the positive performance of the market,
especially in cat food. This confirms that the cluster of shoppers who buy premium products
(with user friendly packages and special tastes) are not affected by the difficult economic
situation.
The increasing attention to pets health is reflected in the considerable growth of the dog
functional snack and treats segment. Cat snack and treats is still a niche market, but with
strong potential of growth.
Pet accessories are growing faster than cat and dog food, while other pet food is continuously
losing value and volume sales.
Since both promotional activities and private labels show a relevant growth in most of the
segments, pet care is increasingly subject to high levels of competition the percent of
promoted volumes in pet food reached 29.7%, with a growth of +4.8%, compared to 24.9%
last year. Private label reached a 41.8% volume market share, down -2.0% points versus
last year.
Pet care is not a category that is highly impacted by the recession, as it is still growing far
above the average for fast moving consumer goods (FMCG). However, this growth in value
goes together with a decline in volumes.
In general, pet care continued to grow in Italy, but the focus on saving is most important.
This does not mean that brand loyalty is decreasing, but rather that more shoppers look for
their preferred brand when it is on sale. Shopper interest in pet welfare continues to be
strong and, as a consequence, functional and enriched products performed well.
Euros, in millions
3.5
5.7
7.7
0 2 4 6 8 10
Dog Food
Pet
Accessories
Cat Food
- 2.0
-3 -2 -2 -1 -1 0
Other Pet
Food
.
Euros, in millions
PULSE REPORT
17.8%
50.6%
28.1%
3.4%
The Netherlands
13
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IN THE LAST YEAR
IN THE LAST YEAR
88
56
11
159
159
56
88
11
-1.9
-21.0
0.8
-3.2
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KEY TRENDS
Total pet food dropped in value (3.9%), and
pet accessories showed an increase in value
sales (0.8%). Unit sales dropped by 4.3%.
The average price per unit increased by
1.3%.
Cat food represents 50.6% of total category
value. This category declined by -3.2%
value sales compared to last year on a
moving annual total (MAT) base. However,
turnover of Q2 2014 grew by 0.7% versus
Q1 2014.
Dog food represents 28.1% of total category
value. This category declined by -1.9%
compared to last year on a MAT base.
However, turnover of Q2 2014 grew by
0.4% versus Q1 2014.
Pet accessories is the third largest segment,
and represents 17.8% of the total category
value. It grew by 0.8% (MAT, in value).
However, it declined by -6.6% in turnover
compared to Q1 2014.
Other pet food showed a decline in turnover
of 21.0% (MAT), and a decrease of 43.3%
compared to Q1 2014.

PULSE REPORT
The Netherlands
14
CATEGORY KEY FACTS
Cat food declined 5.3m of value sales. This decrease in value is due to the drop in cat kibble
(2.5m) and wet cat food (3.1m). The smallest segment, other cat food, is growing, but
does not compensate the losses from the other two segments.
Dog food lost turnover in all segments, with the exception of frozen dog food. This segment
grew by 18.4%; 1.3m.
Other pet food lost 2.9m of value. 97.7% of value comes from two segments, namely
rodent food and bird food. Both segments dropped in value. Bird food lost 2.3m and rodent
food 0.5m.
The main driver of pet accessories is cat litter. This segment grew by 0.5m; +1.9%.
Three manufacturers are responsible for 85.4% of total pet category value: private label
(31.4%), the leader (27.8%) and the follower (26.1%). This share grew by 0.6 point versus
a year ago (84.8%).
Private label is split into top, mainstream and bottom. Top and mainstream are both losing
turnover (-4.4m), while bottom has increased by 2.8m.
Promotional pressure is higher than a year ago (13.7% versus 12.6%). The difference
between Q2 (12.3%) and Q1 2014 (12.1%) is smaller (+0.2 point).

Euros, in millions
0.5
0 0 0 0 0 1
Pet
Accessories
- 1.7
- 5.3
- 2.9
-6 -5 -4 -3 -2 -1 0
Dog Food
Other Pet
Food
Cat Food
.
Euros, in millions
PULSE REPORT
4.7%
60.7%
34.6%
Dog Food Cat Food Other Pet Food
Spain
15
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IN THE LAST YEAR
IN THE LAST YEAR
198
27
347
347
27
198
5.6
-0.2
4.5
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KEY TRENDS
The pet food market showed positive
growth due to the expansion of two of its
three segments: dog food (+4.5%) and cat
food (+5.6%). Other pet food (-0.2%) is
decreasing in value sales. Private label has
reached 48.4% market share, and even
higher in the dog food segment (55.0%).
Dry dog food experienced major growth
(+3.7%). Wet dog food increased by only
+2.3% in value, as this segment has a
higher level of private label presence
(+74.5%). Wet food is a more expensive
product, but private label is focused on
formats with large volume, whereas
branded manufacturers are focused on
single serve products with a higher value
and less weight.
Cat food experienced a growth of 5.6% in
value. This increase in value is due to the
success in single serve products.
PULSE REPORT
Spain
16
CATEGORY KEY FACTS
All categories continued to grow. Dry dog food (the largest and cheapest segment), along
with snacks for dogs and cats (the newest and more expensive) were the sectors with the
most noticeable growth. On the other hand, private label continues to gain market share,
absorbing most of the growth of the market.
Snacks and prizes, or treats for dogs and cats, continues to gain presence, increasing in
volume. It is important to highlight the relevance of prizes for the cats category, which has
almost doubled in sales. Both account for a large number of the launches in this sector as a
way of gaining added value and differentiation.
Private label brands are gaining share. This major increase is in value, as opposed to volume.
This demonstrates the impulse of retailers own brands of major quality and added value for
their brands that are not bought on low prices alone.
Euros, in millions
14.8
10.5
0 5 10 15 20
Dog Food
Cat Food
- 0.1
-50 -45 -40 -35 -30 -25 -20 -15 -10 -5 0
Other Pet
Food
. Euros, in millions
PULSE REPORT
5.2%
48.8%
44.4%
1.6%
The United Kingdom
17
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IN THE LAST YEAR
IN THE LAST YEAR
963
113
34
1 059
1 059
113
963
34
1.2
-27.1 0.0
-0.9
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KEY TRENDS
Value sales of pet care in the UK declined
by 0.5% during the year ending June
2014. This is a turnaround from the
corresponding period last year when value
growth was 3.1%.
Cat food (the largest sector in terms of
value) has driven the market decline, with
its performance of -0.9%. Dog food is
maintaining growth at 1.2%.
Pet accessories are static, while other pet
food has declined by 27.1%.
Levels of promotional volume for pet food
increased to 44.9% this year, up from
39.3% last year. Currently (12 weeks
ending Q2 2014), the % of promotional
volume is 49.7%, and this is driven by cat
food (60.9%), whereas dog food is 40.8%.
Private label products have seen an annual
decline in value sales during this year of
-2.9% and hence have had a share loss of
0.5% points to the corresponding time last
year.
PULSE REPORT
The United Kingdom
18
CATEGORY KEY FACTS
Dog food value growth this year is attributed to strong growth in the dog treats and chews
sectors both in year on year % change (7.2% and 3.8% respectively) and in value
contribution. Dog wet food although had a small value growth of 0.1%, its volume declined
by -3.1%. Standard dry dog food declined both in value and volume (-1.0% and -5.3%).
Super premium dry dog food value grew by 6.6%, but its volume declined by -0.1%.
Cat wet single serve products (pouches and foils), which currently have an annual share of
61.9% of total cat food, saw value decline by -0.2%, and volume increase by 1.7%. This is
due to the increased levels of promotional activity, where consumers have been taking
advantage of deeper discounts. Cat wet multi-serve (cans) saw both value and volume
decline by -13.3% and -11.8% respectively. Cat treat products was the only sector within cat
food to have both value and volume increase, by 16.4% and 16.7%.
New product development (NPD) within total pet food last year gave a contribution of 3.5%
of value sales (at a sub brand level), this years new product development has only
contributed 1.7% of value sales. Last years NPD was 3.4% of cat food, and this year it was
1.0%. And, dog food last year was 3.5%, this year it was 2.5%.
Although the price per kilo increased by 3.5% this year, it has slowed from 4.2% during the
same period last year. Branded products increased by 2.4%, whereas private label increased
by 5.5%. Private labels price increase is more than double that of last years increase which
was 2.7% for these products.
Although at a total pet food level there is still a trend towards smaller, more expensive packs
(and this is the same for dog food), cat food trends appear to be moving toward more
expensive larger packs.
Euros, in millions
11.9
0 5 10 15
Dog Food
- 12.7
0.0
- 9.4
-15 -10 -5 0
Pet
Accessories
Cat Food
Other Pet
Food
.
Euros, in millions
PULSE REPORT
Final Notes
19
Notes on category definitions for countries
Due to the diverse products found in individual countries across this market, it was necessary
to consolidate the available data into the categories in this report. In some cases, it wasnt
always possible to align products across all six countries, hence the need to highlight any
anomalies in the report. Those exceptions are listed below:
Other pet food
The UK data in this report only includes bird food, while the other countries include fish food
and rodent food.
Pet accessories
The UK data in this report only includes cat litter and does not include pet hygiene products,
aquarium accessories or pet toys.
The Spain data in this report does not include this category.
The Germany data in this report does not include pet toys.
PULSE REPORT
Resources
20
About IRI. IRI is a leader in delivering powerful market and shopper information, predictive analysis and the foresight
that leads to action. We go beyond the data to ignite extraordinary growth for our clients in the CPG, retail and over-
the-counter healthcare industries by pinpointing what matters and illuminating how it can impact their businesses
across sales and marketing. Move your business forward at IRIworldwide.eu
Arlington Square, Downshire Way, Bracknell, Berkshire RG12 1WA, Tel +44 (0) 1344 746000
Copyright 2014 Information Resources, Inc. (IRI). All rights reserved. IRI, the IRI logo and the names of IRI products and services
referenced herein are either trademarks or registered trademarks of IRI. All other trademarks are the property of their respective
owners.
FOR MORE INFORMATION
Please contact Paolo Garro, Business Insights Director,
IRI at Paolo.Garro@IRIworldwide.com or
+39 02 52.579446 with questions or comments about this report.

To gain insight into opportunities across specific categories, segments, channels or retailers,
contact your IRI client service representative regarding custom analyses leveraging the
following resources:
IRI InfoScan Census
is a syndicated retail tracking service that enables manufacturers

and retailers to acquire industry insights used to make better business decisions. IRI
InfoScan Census utilises the data that IRI collects from grocery, drug, and mass
merchandise retailers to provide the most comprehensive and accurate syndicated data
offering in the FMCG sector. With access to accurate, granular detail by category,
geography, measure, and time period, clients have the tools needed to develop marketing
and sales strategies based on product performance, distribution, and promotion
responsiveness. All data about pet comes from IRI InfoScan Census.
IRI Consulting provides strategic insights and advice, leveraging a variety of data sources,
predictive analytics, enabling technologies, and business analyses to help FMCG
manufacturers and retailers address significant sales and marketing issues effectively.

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