New market study, "Dog Food in Canada", has been published

Growth in total dog food volume sales in 2014 looks set to remain relatively modest overall, and only equal that recorded in 2013. Volume growth will be hampered slightly by the fact that growth in Canada's pet dog population has slowed in recent years, partly due to economic uncertainty, but also because trends like rising urbanisation, population ageing and busier lifestyles have made some people less inclined towards dog ownership. Similarly, these trends are leading more and more Canadians to favour smaller breeds; this will also restrict volume sales growth, given that smaller dogs eat less than bigger breeds. The good news for dog food manufacturers is that thanks to the pet humanisation trend, Canadians are increasingly willing to trade up to higher quality dog food products, particularly healthier variants that offer advanced nutritional benefits for specific breeds or animals at different life stages. At the same time, pet humanisation is making owners more inclined to spoil their dogs by purchasing dog treats and premium gourmet-style dog food products. As a result, growth in dog food current value sales in 2014 is expected to be up substantially on 2013, and significantly outpace volume sales growth.

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Competitive Landscape

Dog food in Canada remained highly concentrated in 2013, with the top three players - all major multinationals - accounting for almost 60% of total current value sales. Nestle Purina was the leading company with an overall value share of 28%. Maintaining a broad portfolio that covers several price points and includes well established and reputable brands such as Purina Dog Chow, Purina Beneful, Purina ONE, Purina Alpo, Purina Pro Plan, Beggin' Strips and T Bonz, it was the clear leader in the mid-priced and premium dry dog food categories, and ranked fourth and fifth respectively in dog treats and premium wet dog food. Aside from the strength and depth of this portfolio, the company's leadership in dog food was also attributable to an extensive distribution network that covers both specialist and mainstream retail outlets, as well as to continuously high investment in innovation and marketing activities.

Industry Prospects

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