"Cat Food in Canada" now available at Fast Market Research

From: Fast Market Research, Inc.
Published: Tue Sep 09 2014

Cat food maintained its positive development in 2013, with total volume and current value growth rates topping those recorded in 2012. Volume sales were bolstered by continued growth in Canada's pet cat population. At the same time, current value sales growth improved as, similar to the case with dog food, pet humanisation and better education about feline health and nutrition encouraged owners to trade up to higher quality and more expensive products. These not only included health-oriented products offering optimum nutritional benefits for specific breeds, cats at different life stages etc, but also gourmet-style flavour variants. Trading up looks set to continue in 2014, when growth in cat food current value sales is expected to exceed that witnessed in 2013 and also surpass the review period CAGR. Total volume sales growth in 2014 is only expected to equal growth in 2013 and the 5-year average, but will remain robust overall as the pet cat population continues to increase due to factors like busier lifestyles and population ageing in Canada.

Full Report Details at
- http://www.fastmr.com/prod/878772_cat_food_in_canada.aspx?afid=302

Competitive Landscape

As was the case with dog food, cat food in Canada remained fairy concentrated in 2013. Nestle Purina was the clear leader with an overall value share of 35%. Maintaining a broad portfolio that includes widely distributed and heavily promoted brands such as Purina Friskies, Purina Cat Chow, Fancy Feast, Purina ONE and Tender Vittles, the company held leading positions in mid-priced dry cat food, mid-priced wet cat food and premium wet cat food. It also ranked third in cat treats, where it offers the Whisker Lickin's brand. Mars was the second leading cat food player overall with a value share of 22%. It was the dominant company in cat treats thanks to the Whiskas Temptations brand, while the success of its extensive Whiskas range secured it a second place ranking in the mid-priced dry and wet cat food categories. Procter & Gamble rounded out the top three with an overall value share of 8% thanks to the combined strength of its Iams and Eukanuba brands. Other prominent competitors in cat food included Hill's Pet Nutrition, Loblaws, Champion Petfoods, Sobeys Inc, Nutro Products Inc, Del Monte Foods and Wal-Mart.

Industry Prospects

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