Redacted Market Dynamics Report - Germany Pet Food
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Redacted Market Dynamics Report
Redacted Market Dynamics Report - Germany Pet Food
- 2. Table of Contents MARKET LANDSCAPE.......................................................................................................................... 5 Market size and performance............................................................................................................ 6 Graph 1: retail value and volume sales of pet food, 2019-28............................................................6 Market segmentation......................................................................................................................... 9 Graph 2: retail value and volume sales of pet food, by segment, 2023 ............................................9 Graph 3: annual retail volume sales growth for pet food, by segment, 2021-23.............................10 Cross-country comparison .............................................................................................................. 11 Graph 4: retail average price in US$ for pet food, 2022..................................................................11 Graph 5: spend per capita (population) in US$ for pet food, 2022..................................................12 Macro socio-economic factors ........................................................................................................ 13 Graph 6: annual growth in headline consumer price index (CPI) and cat & dog food CPI, 2020-24 ........................................................................................................................................... 13 Graph 7: number of cats and dogs, 2017-2023 ..............................................................................14 COMPETITIVE LANDSCAPE .............................................................................................................. 15 Market share ................................................................................................................................... 16 Graph 8: leading companies' shares for pet food retail sales, by value, 2021-23...........................16 Graph 9: leading companies' retail average price for pet food, 2021-23.........................................17 Product launch activity .................................................................................................................... 18 Graph 10: share of launches in pet food, by brands vs private label, 2021-24 ...............................18 Graph 11: share of launches in pet food, by top 5 brands, 2021-24 ...............................................19 Graph 12: share of launches in pet food, by top 5 private label, 2021-24.......................................19 Distribution channel analysis........................................................................................................... 21 Graph 13: e-commerce channel evolution for pet food, by value, 2018-23 ....................................21 Graph 14: distribution channel evolution for pet food, by value, 2022-23 .......................................22 APPENDIX ........................................................................................................................................... 23 Market definitions and abbreviation ................................................................................................24 Market data ..................................................................................................................................... 25 https://clients.mintel.com/content/market-dynamics/market-dynamics-germany-pet-food-2024 2 Prepared for [email protected] © 2025 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
- 3. Methodology.................................................................................................................................... 26 https://clients.mintel.com/content/market-dynamics/market-dynamics-germany-pet-food-2024 3 Prepared for [email protected] © 2025 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
- 10. Cat snacks show outstanding growth Cat snacks have outperformed other segments in the past few years. Dog snacks have slowed down during the period of high inflation, although they surged with double-digit growth in 2021. In contrast, both dog and cat dry food experienced the steepest declines among all segments in 2023. These developments highlight a shift from dry to wet food and underscore the untapped potential in the expanding market for snacks and treats. Germany: annual retail volume sales growth for pet food, by segment, 2021-23 Cat Dry (excl snacks) Cat Snacks Cat Wet Dog Dry (excl snacks) Dog Snacks Dog Wet Source: Destatis, Trade Interviews, Mintel CAGR 2019-23 retail volume sales of cat snack segment The role of pet snacks in enhancing consumer satisfaction The growing significance of pet snacks is evident, as 45% of German pet owners, including 52% of male pet owners, consider buying treats for their pets an affordable way to enhance their mood. This finding resonates with the Mintel Trend Pillar Psychological Wellbeing and the global Consumer Trend Intentional Spending, where consumers seek personal comfort and joy through their purchase. Brands can capitalise on this by emphasising the emotional benefits of affordable, indulgent treats to uplift spirits during challenging times. Base: 1,042 internet users aged 16+ who are pet owners Source: Kantar Profiles/Mintel, August 2023 https://clients.mintel.com/content/market-dynamics/market-dynamics-germany-pet-food-2024 10 Prepared for [email protected] © 2025 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
- 12. France and the UK lead in per capita spending on pet food As previously shown, France has a relatively low average retail price for pet food, yet it records the highest per capita spending on pets, closely followed by the UK. This indicates a significant consumer willingness to invest in their pets. The UK stands out for its comparatively high price levels and the second-highest spending rate in Europe. Meanwhile, the German market, with its moderate per capita spending, still reflects a strong customer base. Selected European markets: spend per capita (population) in US$ for pet food, 2022 Germany France Italy Spain UK 2022 figures for France and Italy are derived from Mintel's forecast. Source: Destatis, Circana, Industrial Association of Pet Care Producers (IVH), Federation of Zoological Specialists (ZZF), Alimarket Magazine, Lineaire Magazine, Company Information, Trade Interviews, EIU, Mintel https://clients.mintel.com/content/market-dynamics/market-dynamics-germany-pet-food-2024 12 Prepared for [email protected] © 2025 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
- 17. During periods of high inflation, private labels emerged as the most cost-effective choice, offering retail prices nearly half those of branded products. This highlights their strength in providing affordable options to consumers. Nestlé leads the market with the highest price points, reflecting the premium positioning of several of its brands. In contrast, the price difference between Mars and Vitakraft has significantly narrowed in recent years. Germany: leading companies' retail average price for pet food, 2021-23 Affordability remains a key to private label success https://clients.mintel.com/content/market-dynamics/market-dynamics-germany-pet-food-2024 17 Prepared for [email protected] © 2025 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
- 22. Specialist retailers lead pet food dales despite decline In 2023, discount retailers, drugstores, and e-commerce platforms are capturing a growing share of consumer spending, while grocery stores and specialist retailers face a decline. This trend highlights a shift away from traditional food and specialty retail channels toward more cost-effective alternatives offered by discount stores, drugstores, and online shopping. Germany: distribution channel evolution for pet food, by value, 2022-23 https://clients.mintel.com/content/market-dynamics/market-dynamics-germany-pet-food-2024 22 Prepared for [email protected] © 2025 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
- 27. Methodology - forecast The model, based on historical market size data taken from Mintel's own market size database and supplemented by macro- and socio-economic data sourced from credible organisations (eg the Economist Intelligence Unit, the US Census Bureau), produces a central forecast using the relationships between actual market size and a selection of key economic and demographic determinants (independent exogenous variables) as well as lagged values (independent endogenous variables). Methodology - fan chart Next to historical market sizes and a current year estimate, the fan chart illustrates the Mintel forecast (resulting from statistical modelling and qualitative insight) for the market value of Germany: pet food over the next five years. The future uncertainty within this market is illustrated by the coloured bands around the five-year forecast. The widening bands successively show the developments that occur within 95%, 90%, 70% and 50% probability intervals. Statistical processes predict the central forecast to fall within the darker shaded area, which illustrates a 50% probability, ie a five in 10 chance. With a probability of 95%, we are saying that the future actual market value of Germany: pet food will fall within these outer limits, which we call the best and worst case forecast as these, based on the statistically driven forecast, are the highest (best case) and lowest (worst case) market sizes the market is expected to achieve. Meet the expert Maximilian Maydt Senior Market Size Analyst Maximilian joined Mintel in 2018. As a Senior Market Size Analyst, he is responsible for researching, analysing data and writing insight pieces on Germany's market sizes across Food, Beverage, Beauty, Personal Care and Health categories. He holds a Master's degree in Chinese studies and has a strong interest in the Chinese market. Read more by this expert | Get in touch https://clients.mintel.com/content/market-dynamics/market-dynamics-germany-pet-food-2024 27 Prepared for [email protected] © 2025 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.