This article is part of our digital feature on petcare

Brits are cutting back on the amount they spend on their beloved cats and dogs; sales for the petcare category have fallen 3% on volumes down 4.4% [Kantar 52 w/e 17 July 2016]. But, which areas are being hardest hit by this? We’ve teamed up with Kantar and Statista to find out…

Pups were hit hardest as dogfood & treats sales fell £57.7m, with dry dogfood suffering the deepest losses of £25.2m. “The dry dogfood sector has seen long-term decline as consumers demonstrate their preference for wet dogfood for their pets,” says Kantar analyst Charlotte Bramham-Jones. “With the rise of health concerns in human diets, a key concern in this market is the quality of ingredients and, as such, brands are now removing artificial colours from their products and we are also seeing a rise in natural foods and simple plain kibbles.”

Cats, in comparison are performing slightly better with losses totalling £17.4m. But, unlike dogfood, there are pockets of growth. “The only clear area of growth is in the wet cat single-serve sector and is driven by luxury,” adds Bramham-Jones. “Cat treats and drinks also defied the decline. They’re a relatively new concept when compared to dog treats and until recently had been showing strong growth, which is now starting to flatten out.”

Luxury catfood continues to be a driver of growth by encouraging consumers to pay higher prices and treat their cats to more indulgent products. “The success of this area is driven by two keys players: Gourmet & Sheba,” she adds. “For Purina Gourmet it’s not just about catfood products, it’s also about their menu and recipes offering over 40 culinary experiences, including humanised products such as terrines and pates. Sheba has a similar slant, encouraging owners to indulge their ‘beloved’ on a daily basis with culinary-style dishes garnished with its iconic parsley leaf.”

In partnership with Statista.

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