Focus on Petcare
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Focus on Petcare
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Human beings traded down in the recession, but not pets. The phenomenon of ‘pet humanisation’ means buoyant sales for classy, premium fare, as Claire Murphy reports
Brits love their pets but is it possible we are starting to take things a little too far? Today’s animals are likely to be eating as well, if not better, than we are.
Take what has arguably been the most successful launch of the past 12 months – Whiskas Simply from Mars Petcare. Since its roll-out in February, it has been offering the nation’s cats steamed or grilled meat or fish with no artificial additives. And check out Nestlé Purina’s new Gourmet A La Carte brand – designed to look as close to human food as possible, with pieces of pasta and vegetable.
Pet pampering has helped to increase value sales in the total pet food market by 6.7% to £1.5bn, while volume sales have risen 1.1% [Kantar Worldpanel 52w/e 8 August 2010]. Though price rises are responsible for some of the discrepancy, the market continues to see both innovation and increased sales at the premium end of the market as pet owners – particularly cat lovers – opt to treat Tiddles to premium food with upmarket brands such as Sheba and
Gourmet in double-digit growth.
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