Cat Food in the United Kingdom - New Report Available

From: Fast Market Research, Inc.
Published: Sun Aug 16 2015

Consumers' scrutiny of ingredients lists for cat food increased in 2014 and is expected to intensify further in 2015, with growing concern over meat levels and quality. The start of 2015 notably saw strong media coverage of pet food ingredient labelling, with calls for the UK government to introduce stricter labelling requirements. There is particular concern that products can be promoted as a specific meat even if it contains only 4% of this meat, with this 4% permitted to include offal, while many consumers were shocked to discover that "meat derivatives" can include ingredients such as hooves or feathers. With a growing interest in eating "ancestral" diets among humans, such as the Paleo Diet, there was also a growing focus on offering cats such diets, which typically means offering a high level of meat. MPM notably opted to focus its first TV advertising for Encore in 2015 on cats showing "surprised" expressions at the low levels of meat in many of its competitors' brands and benefited strongly from growing demand for high-meat cat food at the end of the review period.

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Competitive Landscape

Mars led sales of cat food at the start of the review period and maintained this position up to 2012, before being overtaken by Nestlé in 2013. The company continued to lose share in 2014, seeing the worst performance among the leading players with share decline of over half a percentage point to drop below 34% share. However, the company could well see its share revive once more in 2015 following strong investment in new product development and marketing and may challenge Nestlé for the lead once more.

Industry Prospects

The high-meat trend is expected to have a marked impact on cat food in the forecast period, with many consumers questioning the high carbohydrate and low protein levels offered by leading brands. There is also expected to be a growing focus on more natural diets that are akin to those of cats' ancestral diets. New product development is also expected to focus strongly on this area, with Pets at Home's launch of Evolution Naturally expected to prove hugely successful and inspire similar launches from both brands and private label players. This trend is also expected to be supported by natural high-meat brand Encore continuing to widen distribution and investing more heavily in marketing.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Cat Food industry in United Kingdom with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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