Boston, MA -- (SBWIRE) -- 08/11/2014 -- Premiumisation and humanisation continued to characterise dog food in Australia during 2013. Dog food manufacturers looked to transfer the benefits found in human food, encouraging pet owners to buy premium dog food with more innovative ingredients. The marketing message conveyed by manufacturers was clear - high quality protein ingredients, enriched with vitamins, minerals and antioxidants equals a nutritionally balanced diet. This is exactly what pet loving Australians want to feed their dogs as the emotional bond between pet and owner becomes ever stronger.

Competitive Landscape

Mars Australia was the leading player within dog food in Australia in 2013 with a retail value share of 36%. The company's premium brand, Optimum, recorded an increase in value share in 2013 due to its increased strength in grocery stores and growing presence in pet specialist superstores. The company's leading dog food brand, Pedigree, is the largest dog food brand in Australia and recorded a value share of 12% in 2013. This is partly due to the brand's dominance within dog treats, where it accounted for 50% of retail value sales in 2013, and its strong representation across pet food, where it offers wet and dry dog food as well as treats. The company's My Dog brand recorded a 13% retail value share in premium wet dog food in 2013 due to the increase in small dog ownership and TV and magazine advertising. My Dog was originally launched in single-serve packaging. However, the brand is now also available in 400g, 600g and 1.18 kg metal cans.

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Industry Prospects

The premiumisation, humanisation and health and wellness trends, together with product innovation and demand for all-natural offerings, are expected to drive constant 2014 price value growth within dog food during the forecast period. Dog food has a projected 2014 price value CAGR of -1%, with sales set to fall to A$1.8 billion by 2019. Volume sales are expected to grow at a CAGR of -0.3% over the forecast period -a decline from the review period average of 0%.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Dog Food industry in Australia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Dog Food industry in Australia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dog Food in Australia market research report includes:

- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

- What is the market size of Dog Food in Australia?
- What are the major brands in Australia?
- How fast are consumers trading up to prepared dog food?
- How have pet specialists fared in recent years?

Reasons to Get this Report

- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions

Product coverage: Dog Treats and Mixers, Dry Dog Food, Wet Dog Food.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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