Figure 7. Global petfood product introductions by
region, 2002-2006
58%
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45%
41%
of low-quality
or higher-priced
antioxidants.
Western
Europe
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to protect your
23%
19%
15
North
America
7%
5%
3%
2002
2004
2006
18%17%
14%
6 4 Asia- %
0 Pacific %
EasternEurope
3 3 2%
7%
5%
4%
petfood, your
bottom line and
Latin
America
Africa/Middle East
Oceania
your reputation.
Percentage by region of petfood product introductions for 2002, 2004 and
2006. North America’s share has declined as other regions’ have increased.
Source: Packaged Facts/Petfood Industry ’s Global Outlook, January 2007;
estimates based on data from Datamonitor’s Productscan Online service.
When you specify
and
you can be
assured your
petfood is
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antioxidants.
sizes and package variations), up from
155 lines and 587 SKUs in 2002.
Premium petfoods cover all bases—natural/organic, fresh/real, forti-fied/functional, breed/size specific—
and are increasingly being positioned
not just as human style but also human
grade in terms of ingredients and manufacturing processes. This trend seems
likely to gain further steam given the
recent petfood recalls in the US and
Canada.
Trends trickling over
Despite the vast differences in the
three levels of market development, the
global petfood market may be smaller
than one might expect in terms of the
trends expected to drive growth through
2011. The human/pet relationship trend
topping the list in mature markets also
ranks high in mid-level and emerging
markets, with at least 70% of respondents for each level of development citing it as very important.
In mature markets like the UK
and Australia, the humanization trend
will continue to involve products that
more closely resemble those for people,
while the most important aspect of the
human/pet relationship in emerging
markets like China and Russia will be
increased levels of pet ownership and
commercial foods penetration. In mid-level markets, this trend will track between those two scenarios.
As major marketers continue to
expand their international presence,
expect to see a rapid acceleration in
global overlap of trends like functional
foods, urban-centric marketing and
Internet marketing as mature market
trends trickle over into less developed
markets. ●
David Lummis is the senior pet
market analyst for Packaged Facts.
Contact him at Tel: 240-747-3000;
E-mail: editor@packagedfacts.
com; Website: www.packagedfacts.
com.
