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The first annual pet care market report, released by Mars Petcare, reveals treats value sales surged year-on-year from the week of the UK’s first Covid-19 case in February to the partial lifting of lockdown 12 weeks later: Dreamies saw a 12.9% growth and Pedigree grew 11.8% as treating occasions rose 12% in the weeks following lockdown on 23 March.
Nick Foster, category and marketing director of Mars Petcare UK, said: “We know that convenience retailers have faced difficult times during the pandemic and have worked tirelessly to keep their local communities fed and provided for. If there is a silver lining for the channel it’s that there are now new growth opportunities in categories such as pet care, something we want to help retailers make the most of.”
The report shows that pet treat purchases are much less planned than other areas of pet care, with 44% of sales being made on impulse. Mars Petcare believes convenience retailers are perfectly placed to capitalise on this through “agility and flexibility” when it comes to displays, as secondary siting, brand blocking, and clear segmentation can pay off, helping to increase basket spend further.
Foster added: “The significant growth of the category shows just how expandable the pet treats market is. With one in three owners only ever treating their pets with functional products like dental chews, this boom in treating represents a significant opportunity for retailers.
“By encouraging pet owners to buy a wider repertoire of treats for a greater number of uses – such as to show love, reward, train or address health issues – we can drive more growth.”
In addition, Mars Petcare is now forecasting compound annual growth of 2.4% over the next five years. “This is another reason why the future is bright for the pet food and treats category,” Foster added.
