Pet Care in India

PET CARE IN INDIA
Euromonitor International December 2011
PET CARE IN INDIA
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LIST OF CONTENTS AND TABLES

Executive Summary ..................................................................................................................... 1 Pet Care Maintains Double-digit Retail Value Growth .............................................................. 1 Increasing Product Specialisation in Premium Pet Food .......................................................... 1 Multinationals Dominate Pet Care in India ................................................................................ 1 Pet Shops Remains the Leading Channel of Distribution ......................................................... 1 Pet Care Expected To Achieve Robust Growth Over the Forecast Period ............................... 2 Key Trends and Developments .................................................................................................... 2 Rising Disposable Income Stimulates Sales Growth ................................................................ 2 Search for Companionship Influences Consumers Choice of Pets .......................................... 3 Health and Wellness Products Gain Ground in Pet Care ......................................................... 4 International Brands Further Consolidate Pet Care Industry .................................................... 5 Premium Pet Food Sees More Segmentation and Functionality .............................................. 6 Market Indicators .......................................................................................................................... 7 Table 1 Table 2 Table 3 Table 4 Table 5 Table 6 Table 7 Table 8 Table 9 Table 10 Table 11 Table 12 Table 13 Table 14 Table 15 Table 16 Table 17 Table 18 Pet Populations 2006-2011 .......................................................................... 7 Sales of Pet Care by Category: Volume 2006-2011 ..................................... 7 Sales of Pet Care by Category: Value 2006-2011 ........................................ 7 Sales of Pet Care by Category: % Volume Growth 2006-2011 .................... 8 Sales of Pet Care by Category: % Value Growth 2006-2011 ....................... 8 Pet Food Company Shares 2006-2010 ........................................................ 8 Pet Food Brand Shares 2007-2010 .............................................................. 9 Dog and Cat Food Company Shares 2006-2010 ....................................... 10 Dog and Cat Food Brand Shares 2007-2010 ............................................. 10 Penetration of Private Label by Category 2006-2010 ................................. 11 Sales of Dog and Cat Food by Distribution Format: % Analysis 20062011 ........................................................................................................... 11 Sales of Dog and Cat Food by Category and Distribution Format: % Analysis 2011 ............................................................................................. 12 Sales of Pet Care by Distribution Format: % Analysis 2006-2011 .............. 12 Sales of Pet Care by Category and Distribution Format: % Analysis 2011 ........................................................................................................... 13 Forecast Sales of Pet Care by Category: Volume 2011-2016 .................... 13 Forecast Sales of Pet Care by Category: Value 2011-2016 ....................... 13 Forecast Sales of Pet Care by Category: % Volume Growth 20112016 ........................................................................................................... 14 Forecast Sales of Pet Care by Category: % Value Growth 2011-2016 ...... 14 Market Data .................................................................................................................................. 7
Definitions................................................................................................................................... 14 Sources .................................................................................................................................. 15 Summary 1 Research Sources ...................................................................................... 15
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PET CARE IN INDIA
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PET CARE IN INDIA

EXECUTIVE SUMMARY Pet Care Maintains Double-digit Retail Value Growth
Pet care in India is set to continue to register strong double-digit retail value growth in 2011. This growth will be driven by several factors, such as rising disposable income, higher awareness of the dietary needs of pets and the benefits of pet food. Consumers are increasingly turning to their pets for companionship and they are willing to spend on their wellbeing. In pet food, the gradual shift from non-prepared to prepared food continues due to the realisation of the convenience and health benefits offered by prepared food. Within pet products, grooming products, pet healthcare and pet dietary supplements are expected to post strong growth in popularity, as pet owners take a greater interest in providing comfort to pets and improving their health.
Increasing Product Specialisation in Premium Pet Food

The category is seeing a growing trend of specialisation in pet food in terms of specific products for dogs and cats, based on age, breed and size. Demand for these products is mainly driven by the humanisation of pets and rising disposable income among urban consumers. In dog food, premium brands such as Royal Canin (Royal Canin India Pvt Ltd) are highly specialised, catering to different breeds, sizes and life stages. In large cities, young puppies under six months are increasingly fed exclusively-packaged dog food which is especially formulated for puppies. Product specialisation is less evident in cat food and focused mainly on different life stages or flavours. This is because dog owners tend to be more interested in learning about different breeds and their pets nutritional needs than cat owners.
Multinationals Dominate Pet Care in India

Multinational players are expected to continue to lead pet care in 2011. Mars International India Pvt Ltd retained its leadership position in 2010, followed by two multinationals, Provimi Animal Nutrition India Pvt Ltd and Royal Canin India Pvt Ltd. This was partly due to several acquisitions that took place in 2009, which resulted in consolidation in pet care and the multinationals gaining value share. Multinational players benefited from strong brand awareness and loyalty, the offer of quality products and the availability of resources for marketing and education. International brands, such as Hills Science Diet from Hills Pet Nutrition Inc, continued to enter the pet food category in 2010-2011, with the offer of various health and wellness products, as manufacturers saw growing demand for niche products in urban areas.
Pet Shops Remains the Leading Channel of Distribution

Pet shops is set to remain the leading distribution channel for pet care in 2011, as this channel offers a wide variety of brands as well as pet care advice to consumers. Veterinary clinics is the second most popular channel, as vets are trusted for their professional advice. The supermarkets/hypermarkets channel is growing in importance, because leading pet food brands such as Pedigree (Mars International India Pvt Ltd) are available in these outlets.
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Pet Care Expected To Achieve Robust Growth Over the Forecast Period
Over the forecast period, pet care is expected to register a positive performance. With pet ownership on the rise, there will be greater demand for pet care products. The shift towards prepared food will continue as pet owners search for convenience. Urban consumers may trade up to premium products or specialised products, as they gain a better understanding of their pets needs and the benefits of various products. Moreover, as the status of pets is elevated, demand for pet care is expected to become more sophisticated, with pet owners buying not just pet food, but also pet products to meet their needs in terms of healthcare, grooming and leisure.
KEY TRENDS AND DEVELOPMENTS Rising Disposable Income Stimulates Sales Growth
Pet care is expected to register strong growth of 24% in current value terms in 2011. The growing affluence in urban areas has boosted consumer confidence and driven more consumption in many areas, including pet care. As disposable income increases, consumers are more likely to trade up to premium pet care products and specialised products. There is also a large base of pet owners who are gradually shifting from homemade food to prepared food as their spending power increases. Current Impact The continued rise of disposable incomes in 2011 is having a positive impact on the overall performance of pet care. Annual disposable income per household in India is expected to grow by 17% in 2011 in current value terms. This is contributing to the strong performance of premium dry dog food, which is set to grow by 26% in current value terms in the same year. Premium dry cat food is also expected to register double-digit growth. Operators of premium brands such as Royal Canin and Hills Science Diet expanded their offerings to capi talise on this growing propensity to spend. For the middle- and low-income consumer segments, pet owners are more budget conscious and a large proportion of them still feed their pets table scraps or homemade food. However, there was an increase in the proportion of prepared food consumed by cats and dogs over the review period. For example, prepared dog food as a proportion of dog food consumption rose from 1.1% in 2006 to 1.4% in 2011. While the humanisation of pets was a major factor for this trend, rising income was also a contributing factor, as this group of pet owners has become more willing to purchase economy or mid-priced pet food. Growing disposable income is also driving sales of non-food pet products, with pet healthcare and pet dietary supplements experiencing strong growth over the review period. Pet owners are more willing to increase spending on their pets, not only to meet their basic needs, but also for their health and wellbeing. Outlook The short-term outlook for the economy has become uncertain due to the debt crisis in Europe and signs of global economic slowdown. However, over the long term, the Indian economy is expected to benefit from growth drivers in Asia. Thus, disposable incomes are expected to rise over the forecast period. This will enable more consumers to own pets, as well as prompt increased expenditure on pet care among existing pet owners.
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Future Impact The rising disposable income is expected to encourage pet ownership. With a better financial situation, more consumers will be able to afford the costs associated with pet ownership. This will, in turn, generate greater demand for pet food and pet products. Thus, pet care as a whole is expected to post a CAGR of 14% in constant value terms over the forecast period. As the trend evolves, urban consumers are expected to trade up to premium products or try new products for their pets, including pet grooming kits and training equipment, within the other pet products category. Premium dry dog food and premium dry cat food are projected to grow at a constant value CAGR of 14% and 12% respectively over the forecast period. In response to the trend, manufacturers of premium products are expected to increase product specialisation and introduce new products. In addition to targeting high-income consumers, manufacturers will also seek to attract middle-income consumers, who are likely to buy mid-priced or economy products.
Search for Companionship Influences Consumers Choice of Pets

Dogs are the most popular pets in India, followed by cats. In 2011, the population of dogs is set to remain over nine times that of cats and 14 times that of other pets. In terms of pet ownership, 2011 will see 4% of Indian households owning dogs, compared to 0.3% for cats. Indian pet owners show a preference for dogs because they perceive them as having many positive traits, such as loyalty, companionship and intelligence. Current Impact Dogs are set to be the fastest growing pet type in 2011, as well as over the review period, followed by cats and fish. Although fish and birds are considered low-maintenance pets, dogs are preferred due to the perception that they are loyal, understanding and hardworking, etc. The portrait of dogs in the media, for example in Western movies and drama series, as well as reports of celebrities owning dogs, has also helped to raise the popularity of dogs as pets. As consumers view dogs, and sometimes cats, as companions, they give these pets human-like treatments, such as grooming services or buying them prepared food. In comparison, the populations of birds, fish and small mammals/reptiles are set to grow by between 2% and 6% in 2011. There is less demand for these pets because the rearing of fish, birds or small mammals is viewed as a pastime for older people or young children. As a response to this trend, manufacturers have imported or developed new pet care products for dogs and cats, such as specific dog food for particular breeds that are in fashion, as well as mid-priced and economy cat food brands, alongside toys for dogs. As consumers seek to understand their pets better, especially dogs, manufacturers have made efforts to educate them about matters such as different life stages and breeds. For example, Royal Canin India Pvt Ltds website describes the life stages of dogs and cats and their dietary needs at each stage. These education efforts are expected to boost the sales of more sophisticated pet care lines by building awareness. Outlook Over the forecast period, the dog population is expected to grow faster than other types of pets. The media will continue to bolster the perception of dogs as loyal companions. Young working professionals are expected to marry later due to changes in lifestyle and career commitment. As a result, they may turn to pets, especially dogs, for companionship.
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Future Impact Dog and cat numbers are expected to be boosted by the trend of consumers turning to pets for companionship. Dogs will remain the most popular pets and will contribute to the bulk of spending on pet care over the forecast period, given their close relationship with pet owners. Manufacturers of dog food are expected to record rising sales thanks to the growing popularity of dogs. Pet owners will have access to not only premium specialised offerings, but also mass market brands which target the large group of price-conscious owners. With the trend of greater humanisation of pets, pet owners will become more interested in understanding their pets and meeting their needs, including their dietary habits, nutritional needs and entertainment needs. Pet grooming salons, popular in large metropolitan areas in developed countries, are likely to emerge in India. These salons will provide an additional channel for manufacturers to market their products and also for pet owners to gain exposure to new pet care products.
Health and Wellness Products Gain Ground in Pet Care

Pet care products catering to the health and wellness needs of pets (especially cats and dogs) emerged during the review period. With modern societys growing focus on health, pet owners increasingly project their own health and wellness needs on to their pets. For example, they have become more interested in organic pet food or DHA-enriched pet food, as they come to understand the benefits of these products and are willing to purchase them for their pets. In response to the trend, manufacturers have sought to replicate human-related health attributes in pet care. Current Impact Pet dietary supplements, a significant category within pet products, is set to grow by 18% in current value terms in 2011. In urban areas there is growing demand for products that provide skin care, digestive aids, immunity enhancement and weight management, etc. Most of the health and wellness brands in India cater to dogs and cats. This is because many urban pet owners treat cats and dogs as family members and would not hesitate to spend on products that keep their pets in good health. Over the review period, organic brands have also started to emerge in India, such as the Yarrah brand by Yarrah Organic Petfood BV. Veterinary clinics remains the main distribution channel for pet products with a health and wellness positioning. Hence, manufacturers have collaborated with veterinary clinics to promote their brands by offering free samples when pets are taken for regular check-ups. Targeted discounting is a core growth strategy implemented by dominant and niche health and wellness brand providers in urban areas. For example, the majority of manufacturers offer 20-30% discounts to veterinary clinics to improve brand awareness and build volume sales. Outlook The pet health and wellness trend is expected to become stronger over the forecast period due to a combination of factors, such as rising disposable incomes, the humanisation of pets and consumers projecting human health needs on to pets. The pet dietary supplements category is expected to grow at a constant value CAGR of 11% during the forecast period. The variety of health and wellness positioned brands is also expected to increase, with more international players entering India. Demand will mainly be driven by high-income urban consumers, with the distribution of niche health and wellness products likely to remain restricted to large cities.
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Future Impact As demand for health and wellness products grows, leading manufacturers are likely to expand their portfolios to include such products or incorporate more functional benefits into existing lines. They will also make efforts to educate consumers about pet health and product benefits in order to boost volume sales. The development of the health and wellness trend will attract the entry of niche international brands. As health and wellness products are often priced higher than regular pet food lines, manufacturers are expected to market health and wellness products mainly in urban areas, through veterinary clinics and pet shops. Vets will play an important role in communicating the health benefits of products and manufacturers will continue to adopt the strategy of offering free samples to consumers to raise awareness.
International Brands Further Consolidate Pet Care Industry

Following the acquisition of several domestic players by multinationals in 2009, pet care has continued to consolidate in 2010 and 2011 due to fierce competition among manufacturers. In 2010, the value shares of small domestic players fell, while leading international players such as Mars International India Pvt Ltd, Royal Canin India Pvt Ltd and The Procter & Gamble Co have gained value share. Pet owners are increasingly likely to choose international brands, because they are looking for high quality products for their pets and perceive international brands to offer the highest quality. Current Impact International players hold a strong presence in pet care in India, with the top three players all being multinationals and accounting for a combined value share of 52% in 2010. Compared with local players, international players have more resources to invest in new product development and marketing. Mars International India Pvt Ltd, for example, has advertised aggressively on television and in print media, while Royal Canin India Pvt Ltd has worked closely with breeders and pet clubs. Royal Canin India Pvt Ltd also benefits from its continued investment in research and development. As a result of this, it has been able to introduce new pet food with functional benefits or tailored for specific breeds and age groups. Domestic players, as a means of contending with international brands, have mainly operated in the economy or mid-priced segments. Notable domestic brands include Top Cat by Petsmart Pet Products Pvt Ltd and Drools by Indian Broiler Group. Outlook The trend towards the further consolidation of pet care by international brands is likely to continue over the forecast period. International players have more resources for product development, consumer education and marketing, which will continue to give them an advantage over domestic players. Smaller players may be squeezed out by the larger players because of the formers limited product portfolio and distribution network, as well as a lack of resources for marketing. Future Impact International companies are expected to gain an even stronger lead over domestic players during the forecast period. They compete in all price segments, from economy to premium. It is likely that major international players such as Royal Canin India Pvt Ltd and Mars International India Pvt Ltd will strengthen their presence in India by expanding their distribution networks to smaller cities. The multinationals, with their substantial resources, will contribute to consumer education and stimulate the growth of pet care.
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Domestic manufacturers will be under increasing pressure to identify their own niches. They are expected to gain strength in the economy segment where they are competitive, in part because domestic manufacturers do not need to pay import duties. With the growing prominence of multinationals, pet owners will enjoy a greater variety of quality international brands. They will gain exposure to the latest pet care practices and products, and their demand for pet care is expected to become more sophisticated.
Premium Pet Food Sees More Segmentation and Functionality

During the review period, the pet food offer in India has seen increasing specialisation. This is particularly evident in premium dry dog food and premium dry cat food. Leading brands such as Whiskas (Mars International India Pvt Ltd) and Royal Canin (Royal Canin India Pvt Ltd) offer a growing range of pet food lines segmented by breed, weight and life stages, as well as those with added health benefits. Although the specialised brands are more expensive than standard variants, they are gaining popularity in urban areas. Current Impact Most of the major players in pet food have developed a wide variety of functional products, by either launching extensions of existing brands or creating entirely new product lines. Hills Science Diet, a premium pet food brand is a key driver of innovation in this area. Among the functional products marketed in this range are dog food products that claim to clean teeth and freshen breath (Oral Care Adult), maintain healthy skin (Sensitive Skin Adult) and are easily digestible (Sensitive Stomach Adult). One of the emerging niches in functional pet food consists of products that claim to have a positive impact on a pets behaviour. For example, the Hills Science Diet range includes a product that claims to calm nervous dogs (Active Adult). Royal Canin India Pvt Ltd also frequently introduces new products for popular breeds. This helps to create a buzz in the dog food category from time to time and strengthens its brand equity. Increasing product specialisation has helped to generate more interest in pet food and pet nutrition. Although specialised pet food is more expensive, pet owners, mostly those from high-income backgrounds, are increasingly willing to buy them instead of standard brands. This is because affordability is not a major concern for these consumers and they are keen to purchase pet food that meets the needs of their pets at different growth stages. Demand is also boosted by rising awareness of the benefits of specialised pet food through marketing and education efforts by manufacturers. Outlook With rising ownership of dogs and cats in India and manufacturers continued efforts to educate pet owners, consumers will have a better understanding of functional and specialised pet food. Pet owners will also take greater interest in the needs of different breeds and pets at different life stages, as humans form closer relationships with cats and dogs. These factors will drive demand for greater product specialisation within pet food. Future Impact The ongoing humanisation trend will continue to drive demand for specialised and functional products in pet food. The most common mode of specialisation will be by life stage, because this is closely aligned with the changing nutritional needs of pets and is also easier to introduce, given that there are fewer life stages than dog breeds. Outside pet food, pet products will be likely see greater specialisation too, such as pet dietary supplements for pets at different life stages, or pet clothing designed for specific breeds. However, product specialisation is not expected to become significant for other pets such as small mammals, because pet owners will
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still consider them to be low-maintenance pets and will not see the need for specialised products. New players will enter the category to meet the demand for functional or specialised premium products. The launch of Genesis and Chicopee pet food, manufactured by Harrison Pet Products Inc, in January 2011 is an example of this development. Genesis pet products are positioned as an ultra premium brand and Chicopee is positioned as a high premium brand. Under the Genesis brand, pet food caters to different life stages and sizes. Genesis also offers a functional variant that the company claims promotes a shiny coat and supple skin, as well as one for healthy joint function.
MARKET INDICATORS
Table 1 '000s of animals 2006 Dog Population Cat Population Bird Population Fish Population Small Mammal Population Reptile Population
Source:
Pet Populations 2006-2011
2007 6,480.4 733.7 115.1 351.5 55.1 11.4
2008 6,824.4 777.7 120.4 367.3 56.2 11.4
2009 7,296.8 824.2 124.6 385.7 56.5 11.6
2010 8,026.4 881.9 128.9 405.0 57.0 11.7
2011 9,030.1 952.5 135.4 429.3 58.0 11.8
6,241.5 698.8 114.0 338.0 54.0 11.5
Euromonitor International from official statistics
MARKET DATA
Table 2 Tonnes 2006 Dog and Cat Food Other Pet Food
Source: Note:
Sales of Pet Care by Category: Volume 2006-2011
2007 10,718.1 7.0
2008 11,533.9 7.7
2009 12,883.6 8.6
2010 14,692.1 9.8
2011 16,867.7 11.2
9,735.2 6.4
Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Pet Care volume sales not calculable at total market level
Table 3 Rs million
Sales of Pet Care by Category: Value 2006-2011
2006 Dog and Cat Food Other Pet Food Pet Food Cat Litter Pet Healthcare Pet Dietary Supplements Other Pet Products Pet Products 1,141.7 2.5 1,144.1 212.5 63.3 179.7 455.5
2007 1,268.8 2.7 1,271.5 238.0 71.9 197.6 507.5
2008 1,485.8 3.1 1,489.0 267.7 82.0 219.4 569.0
2009 1,782.3 3.6 1,785.9 302.5 95.1 247.9 645.5
2010 2,251.2 4.3 2,255.5 343.4 111.2 282.6 737.2
2011 2,838.2 5.1 2,843.4 391.4 131.2 330.6 853.3
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Pet Care
Source: Note:
1,599.6
1,779.0
2,058.0
2,431.4
2,992.6
3,696.7
Table 4 % volume growth
Sales of Pet Care by Category: % Volume Growth 2006-2011
2010/11 Dog and Cat Food Other Pet Food

Source: Note:
2006-11 CAGR 11.6 11.8
2006/11 Total 73.3 74.7
14.8 14.0
Table 5
Sales of Pet Care by Category: % Value Growth 2006-2011
% current value growth 2010/11 Dog and Cat Food Other Pet Food Pet Food Cat Litter Pet Healthcare Pet Dietary Supplements Other Pet Products Pet Products Pet Care
Source: Note:
2006-11 CAGR 20.0 15.8 20.0 13.0 15.7 13.0 13.4 18.2
2006/11 Total 148.6 107.8 148.5 84.2 107.2 84.0 87.3 131.1
26.1 20.0 26.1 14.0 18.0 17.0 15.8 23.5
Table 6 % retail value rsp Company
Pet Food Company Shares 2006-2010
2006 2.2 3.4 3.7 2.5 1.2 1.4 0.5 5.7
2007 2.4 3.8 4.2 2.6 1.3 1.3 0.6 2.0
2008 39.2 3.1 2.9 4.0 3.5 2.2 0.1 1.1 0.9 0.9 -
2009 43.1 4.3 3.8 3.9 2.8 2.0 0.1 1.0 0.8 0.8 0.1
2010 43.1 12.0 10.5 4.8 3.4 2.7 2.1 1.7 0.9 0.9 0.8 0.7 0.2
Mars International India Pvt Ltd Royal Canin India Pvt Ltd Provimi Animal Nutrition India Pvt Ltd Procter & Gamble Co, The Asian Diet Products Ltd Indian Broiler Group Venky's India Ltd Naughty Pet Petsmart Pet Products Pvt Ltd Creative Pet Products Co Life Laboratories Bento Kronen ProductsVersele Laga Midwestern Pet Foods Inc
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Tetragon Chemie Pvt Ltd Ruskin Pet Products Pvt Ltd Effem India Pvt Ltd Purina Pet Care India Pvt Ltd Private Label Others Total
Source:
8.8 11.2 33.5 1.1 1.4 23.2 100.0
9.2 11.7 37.2 1.5 22.2 100.0
10.4 9.2 1.5 21.1 100.0
10.6 7.9 1.4 17.4 100.0
1.1 15.1 100.0
Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources
Table 7 % retail value rsp Brand Pedigree Adult Pedigree Puppy Royal Canin Nutripet Eukanuba Pedigree Stylam Choostix Drools Whiskas Naughty Pups Nutribix Economy Treats Regale Meal Regale Pup Happidog Probisk Bento Maxx Advantage Nutribix Dog Rolls Iams Propett Pro Pac Sportmix Nutripet Royal Canin Nutribix Economy Treats Pedigree Adult Pedigree Puppy Whiskas Royal Pup Royal Meal
Pet Food Brand Shares 2007-2010
Company Mars International India Pvt Ltd Mars International India Pvt Ltd Royal Canin India Pvt Ltd Provimi Animal Nutrition India Pvt Ltd Procter & Gamble Co, The Mars International India Pvt Ltd Asian Diet Products Ltd Indian Broiler Group Mars International India Pvt Ltd Naughty Pet Provimi Animal Nutrition India Pvt Ltd Venky's India Ltd Venky's India Ltd Creative Pet Products Co Life Laboratories Bento Kronen ProductsVersele Laga Petsmart Pet Products Pvt Ltd Provimi Animal Nutrition India Pvt Ltd Procter & Gamble Co, The Petsmart Pet Products Pvt Ltd Midwestern Pet Foods Inc Midwestern Pet Foods Inc Tetragon Chemie Pvt Ltd Ruskin Pet Products Pvt Ltd Tetragon Chemie Pvt Ltd Effem India Pvt Ltd Effem India Pvt Ltd Effem India Pvt Ltd Venky's India Ltd Venky's India Ltd
2007 2.3 3.8 2.6 1.3 1.3 0.6 0.2 1.9 0.1 7.4 9.4 1.4 17.7 16.0 2.5 2.1 2.0
2008 18.9 17.0 2.4 2.8 0.7 4.0 2.3 2.2 1.6 1.7 1.1 0.9 0.9 0.2 8.4 7.3 1.5 -
2009 19.4 17.5 3.4 3.6 3.7 3.9 2.2 2.0 1.4 1.4 1.0 0.8 0.8 0.2 0.1 0.0 8.8 6.2 1.4 -
2010 19.7 17.5 9.6 8.7 4.5 3.7 3.4 2.7 2.0 1.7 1.4 1.0 1.0 0.9 0.8 0.7 0.6 0.3 0.3 0.2 0.2 0.0 -
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10
Private label Others Total

Source:
Private Label
1.5 26.2 100.0
1.5 24.6 100.0
1.4 20.8 100.0
1.1 17.9 100.0
Table 8 % retail value rsp Company
Dog and Cat Food Company Shares 2006-2010
2006 2.2 3.4 3.8 2.5 1.2 1.4 0.5 5.7 8.8 11.2 33.6 1.1 1.4 23.0 100.0
2007 2.4 3.8 4.2 2.6 1.3 1.3 0.6 2.0 9.2 11.8 37.3 1.5 22.0 100.0
2008 39.3 3.1 3.0 4.0 3.5 2.2 0.1 1.1 0.9 0.9 10.4 9.2 1.5 20.9 100.0
2009 43.2 4.3 3.8 3.9 2.8 2.0 0.1 1.0 0.8 0.8 0.1 10.6 7.9 1.4 17.2 100.0
2010 43.2 12.0 10.5 4.8 3.4 2.7 2.1 1.7 0.9 0.9 0.8 0.7 0.2 1.1 14.9 100.0
Mars International India Pvt Ltd Royal Canin India Pvt Ltd Provimi Animal Nutrition India Pvt Ltd Procter & Gamble Co, The Asian Diet Products Ltd Indian Broiler Group Venky's India Ltd Naughty Pet Petsmart Pet Products Pvt Ltd Creative Pet Products Co Life Laboratories Bento Kronen ProductsVersele Laga Midwestern Pet Foods Inc Tetragon Chemie Pvt Ltd Ruskin Pet Products Pvt Ltd Effem India Pvt Ltd Purina Pet Care India Pvt Ltd Private Label Others Total
Source:
Table 9 % retail value rsp Brand Pedigree Adult Pedigree Puppy Royal Canin Nutripet Eukanuba Pedigree Stylam Choostix Drools
Dog and Cat Food Brand Shares 2007-2010
Company Mars International India Pvt Ltd Mars International India Pvt Ltd Royal Canin India Pvt Ltd Provimi Animal Nutrition India Pvt Ltd Procter & Gamble Co, The Mars International India Pvt Ltd Asian Diet Products Ltd Indian Broiler Group
2007 2.3 3.8 -
2008 18.9 17.1 2.5 2.8 0.7 4.0 -
2009 19.4 17.6 3.4 3.6 3.8 3.9 -
2010 19.7 17.5 9.6 8.8 4.5 3.7 3.4 2.7
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Whiskas Naughty Pups Nutribix Economy Treats Regale Meal Regale Pup Happidog Probisk Bento Maxx Advantage Nutribix Dog Rolls Iams Propett Pro Pac Sportmix Nutripet Royal Canin Nutribix Economy Treats Pedigree Adult Pedigree Puppy Whiskas Royal Pup Royal Meal Private label Others Total
Source:
Mars International India Pvt Ltd Naughty Pet Provimi Animal Nutrition India Pvt Ltd Venky's India Ltd Venky's India Ltd Creative Pet Products Co Life Laboratories Bento Kronen ProductsVersele Laga Petsmart Pet Products Pvt Ltd Provimi Animal Nutrition India Pvt Ltd Procter & Gamble Co, The Petsmart Pet Products Pvt Ltd Midwestern Pet Foods Inc Midwestern Pet Foods Inc Tetragon Chemie Pvt Ltd Ruskin Pet Products Pvt Ltd Tetragon Chemie Pvt Ltd Effem India Pvt Ltd Effem India Pvt Ltd Effem India Pvt Ltd Venky's India Ltd Venky's India Ltd Private Label
2.6 1.3 1.3 0.6 0.2 1.9 0.1 7.4 9.4 1.4 17.7 16.0 2.5 2.1 2.0 1.5 26.0 100.0
2.3 2.2 1.7 1.7 1.1 0.9 0.9 0.2 8.4 7.3 1.5 1.5 24.4 100.0
2.2 2.0 1.4 1.4 1.0 0.8 0.8 0.2 0.1 0.0 8.8 6.2 1.4 1.4 20.7 100.0
2.0 1.7 1.4 1.0 1.0 0.9 0.8 0.7 0.6 0.3 0.3 0.2 0.2 0.0 1.1 17.8 100.0
Table 10 % retail value rsp
Penetration of Private Label by Category 2006-2010
2006 Pet Care Pet Food

Source:
2007 1.1 1.5
2008 1.1 1.5
2009 1.1 1.4
2010 0.9 1.1
1.0 1.4
Sales of Dog and Cat Food by Distribution Format: % Analysis 2006-2011
2006 Store-Based Retailing - Grocery Retailers - - Supermarkets/ Hypermarkets - - Discounters - - Other Grocery 100.0 9.0 8.0 0.9
2007 100.0 9.8 8.8 0.9
2008 100.0 8.6 7.7 1.0
2009 100.0 7.4 6.4 1.0
2010 100.0 7.4 6.5 1.0
2011 100.0 8.7 7.4 1.3
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Retailers - Non-Grocery Retailers - - Pet superstores - - Pet shops - - Veterinary clinics - - Other Non-Grocery Retailers Non-Store Retailing - Homeshopping - Internet Retailing - Direct Selling Total
Source:
91.0 50.6 39.5 1.0 100.0
90.2 50.7 38.6 1.0 100.0
91.4 51.0 38.3 2.1 100.0
92.6 52.9 37.3 2.5 100.0
92.6 52.8 37.3 2.5 100.0
91.3 51.5 37.8 2.0 100.0
Table 12
Sales of Dog and Cat Food by Category and Distribution Format: % Analysis 2011
% retail value rsp CF Store-Based Retailing Grocery Retailers Supermarkets/Hypermarkets Discounters Other Grocery Retailers Non-Grocery Retailers Pet superstores Pet shops Veterinary clinics Other Non-Grocery Retailers Non-Store Retailing Homeshopping Internet Retailing Direct Selling Total
Source: Key:
DF 100.0 9.0 7.6 0.0 1.4 91.0 0.0 50.1 38.8 2.1 0.0 0.0 0.0 0.0 100.0
100.0 1.9 1.9 0.0 0.0 98.1 0.0 90.2 7.9 0.0 0.0 0.0 0.0 0.0 100.0
Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources CF = Cat Food; DF = Dog Food
Sales of Pet Care by Distribution Format: % Analysis 2006-2011
2006 Store-Based Retailing - Grocery Retailers - - Supermarkets/ Hypermarkets - - Discounters - - Other Grocery Retailers - Non-Grocery Retailers - - Pet superstores - - Pet shops - - Veterinary clinics - - Other Non-Grocery 100.0 8.4 7.4 1.0 91.6 49.1 41.6 1.0
2007 100.0 9.0 8.0 1.0 91.0 49.4 40.7 1.0
2008 100.0 8.2 7.3 1.0 91.8 49.8 40.3 1.7
2009 100.0 7.3 6.3 1.0 92.7 51.4 39.4 1.9
2010 100.0 7.3 6.4 1.0 92.7 51.5 39.1 2.0
2011 100.0 8.4 7.2 1.3 91.6 50.5 39.5 1.6
PET CARE IN INDIA
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Retailers Non-Store Retailing - Homeshopping - Internet Retailing - Direct Selling Total

Source:
100.0
100.0
100.0
100.0
100.0
100.0
Sales of Pet Care by Category and Distribution Format: % Analysis 2011
PF Store-Based Retailing Grocery Retailers Supermarkets/Hypermarkets Discounters Other Grocery Retailers Non-Grocery Retailers Pet superstores Pet shops Veterinary clinics Other Non-Grocery Retailers Non-Store Retailing Homeshopping Internet Retailing Direct Selling Total
Source: Key:
PP 100.0 7.5 6.5 0.0 1.0 92.5 0.0 47.0 45.5 0.0 0.0 0.0 0.0 0.0 100.0
100.0 8.7 7.4 0.0 1.3 91.3 0.0 51.5 37.7 2.0 0.0 0.0 0.0 0.0 100.0
Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources PF = Pet Food; PP = Pet Products
Table 15 Tonnes
Forecast Sales of Pet Care by Category: Volume 2011-2016
2011 Dog and Cat Food Other Pet Food

Source: Note:
2012 19,214.7 12.6
2013 21,788.5 14.1
2014 24,603.8 15.7
2015 27,665.8 17.3
2016 30,977.0 18.8
16,867.7 11.2
Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Pet Care volume sales not calculable at total market level
Table 16 Rs million
Forecast Sales of Pet Care by Category: Value 2011-2016
2011 Dog and Cat Food Other Pet Food Pet Food Cat Litter Pet Healthcare Pet Dietary Supplements 2,838.2 5.1 2,843.4 391.4 131.2
2012 3,296.5 5.9 3,302.4 428.6 148.3
2013 3,793.4 6.7 3,800.2 465.1 166.1
2014 4,344.9 7.6 4,352.5 499.9 184.4
2015 4,953.3 8.5 4,961.8 534.9 202.8
2016 5,620.4 9.5 5,629.9 569.7 221.1
PET CARE IN INDIA
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Other Pet Products Pet Products Pet Care

Source: Note:
330.6 853.3 3,696.7
370.3 947.2 4,249.6
411.0 1,042.2 4,842.4
452.2 1,136.5 5,489.0
492.8 1,230.6 6,192.4
532.3 1,323.0 6,952.9
Table 17 % volume growth
Forecast Sales of Pet Care by Category: % Volume Growth 2011-2016
2015/16 Dog and Cat Food Other Pet Food

Source: Note:
2011-16 CAGR 12.9 11.0
2011/16 Total 83.6 68.4
12.0 9.0
Table 18
Forecast Sales of Pet Care by Category: % Value Growth 2011-2016
% constant value growth 2011-16 CAGR Dog and Cat Food Other Pet Food Pet Food Cat Litter Pet Healthcare Pet Dietary Supplements Other Pet Products Pet Products Pet Care
Source: Note:
2011/16 TOTAL 98.0 84.2 98.0 45.5 68.4 61.0 55.0 88.1
14.6 13.0 14.6 7.8 11.0 10.0 9.2 13.5
DEFINITIONS
This report analyses the market for Pet Care in India. For the purposes of the study, the market has been defined as follows: Dog food Cat food Other pet food Pet products Dog and cat food sales are broken down by product type (wet/dry) and price platform. Examples of key brands in each price platform in India are as follows: Standard premium: Royal Canin, Eukanuba, Whiskas Mid-priced: Top Cat, Regale Meal Economy: Nutripet, Pedigree
PET CARE IN INDIA
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Sources
Sources used during research include the following: Summary 1 Research Sources Official Sources
Animal Quarantine & Certification Service Animal Resources Development Dept Bengal National Chamber of Commerce & Industry Bharat Chamber of Commerce Calcutta Chamber of Commerce Dept of Animal Husbandry & Dairying Government of India Ministry of Agriculture Indian Chamber of Commerce
Trade Associations
Animal Welfare Board of India Calcutta Canine Club Indian Veterinary Association, The PetSetGo Veterinary Council of India
Trade Press
Business Standard Dogs & Pups Magazine Economic Times, The FnB News Hindu Business Line India Times Petcareindia.com The Hindu The Telegraph
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Pet Care in India - Briefing

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Euromonitor International December 2011

PET CARE IN INDIA

LIST OF CONTENTS AND TABLES

PET CARE IN INDIA

PET CARE IN INDIA

Increasing Product Specialisation in Premium Pet Food

Multinationals Dominate Pet Care in India

Pet Shops Remains the Leading Channel of Distribution

PET CARE IN INDIA

PET CARE IN INDIA

Search for Companionship Influences Consumers Choice of Pets

PET CARE IN INDIA

Health and Wellness Products Gain Ground in Pet Care

PET CARE IN INDIA

International Brands Further Consolidate Pet Care Industry

PET CARE IN INDIA

Premium Pet Food Sees More Segmentation and Functionality

PET CARE IN INDIA

Pet Populations 2006-2011

2007 6,480.4 733.7 115.1 351.5 55.1 11.4

2008 6,824.4 777.7 120.4 367.3 56.2 11.4

2009 7,296.8 824.2 124.6 385.7 56.5 11.6

2010 8,026.4 881.9 128.9 405.0 57.0 11.7

2011 9,030.1 952.5 135.4 429.3 58.0 11.8

6,241.5 698.8 114.0 338.0 54.0 11.5

Euromonitor International from official statistics

Sales of Pet Care by Category: Volume 2006-2011

2007 10,718.1 7.0

2008 11,533.9 7.7

2009 12,883.6 8.6

2010 14,692.1 9.8

2011 16,867.7 11.2

Sales of Pet Care by Category: Value 2006-2011

2007 1,268.8 2.7 1,271.5 238.0 71.9 197.6 507.5

2008 1,485.8 3.1 1,489.0 267.7 82.0 219.4 569.0

2009 1,782.3 3.6 1,785.9 302.5 95.1 247.9 645.5

2010 2,251.2 4.3 2,255.5 343.4 111.2 282.6 737.2

2011 2,838.2 5.1 2,843.4 391.4 131.2 330.6 853.3

PET CARE IN INDIA

Table 4 % volume growth

Sales of Pet Care by Category: % Volume Growth 2006-2011

2010/11 Dog and Cat Food Other Pet Food

2006-11 CAGR 11.6 11.8

2006/11 Total 73.3 74.7

Sales of Pet Care by Category: % Value Growth 2006-2011

26.1 20.0 26.1 14.0 18.0 17.0 15.8 23.5

Table 6 % retail value rsp Company

Pet Food Company Shares 2006-2010

2006 2.2 3.4 3.7 2.5 1.2 1.4 0.5 5.7

2007 2.4 3.8 4.2 2.6 1.3 1.3 0.6 2.0

PET CARE IN INDIA

8.8 11.2 33.5 1.1 1.4 23.2 100.0

9.2 11.7 37.2 1.5 22.2 100.0

10.4 9.2 1.5 21.1 100.0

10.6 7.9 1.4 17.4 100.0

1.1 15.1 100.0

Pet Food Brand Shares 2007-2010