Private Labels Consolidate Position In The European Pet Food Market, Study Finds

By: Trademagazin editor Date: 2023. 10. 05. 09:54

Private labels have acquired a third of the overall value share (34%) of the pet food category in Europe, a new report by Circana has revealed.

In 2022, private-label pet food increased its share of the €10.8 billion category by 18% (€3.6 billion) across Europe’s six largest markets: France, Italy, Germany, Spain, the UK and the Netherlands, Circana added.

In the last quarter of 2022, this growth accelerated to 25%, as pet owners continued to trade down from branded products.

Over the last four years, value sales of pet food increased by 5.4% across Europe, to reach €10.8 billion.

In 2022, that growth rate almost doubled, to 12% (compared to 5.9% annual growth in 2021), driven by inflation and an explosion of pet ownership, the report noted, citing data from FEDIAF, which represents the European pet food industry.

Innovation-Driven Growth

Innovation in the category rose by 39% in 2022, compared to the previous year, as more people adopted pets.

As a result, new-product launches in pet food accounted for 9% of total pet food sales for private labels and national brands.

In Germany (28%) and the Netherlands (11%), new-product launches contributed a substantially higher percentage of sales, at 28% and 11%, respectively.

ESM