Both cat and dog food are experiencing a premiumisation trend
In total pet food, dry food dominates the market. More wet cat food is bought than wet dog food, but the proportion is still low, at less than 15%. The mainstream and economy dry segment dominates the dog food market, while the premium segment is experiencing very high sales value growth at +46%. The trend is the same in puppy food, with growth of 54%.
Wet cat food not only has a larger share of the market compared to wet dog food, but it’s also growing faster than dry cat food – indicating that brands should pay more attention to this format and dig deeper into the reasons for its relevance. Cat food also seems to be more developed as a category than dog food: premium and super premium dry cat food are growing faster than any other segment within cat food, and this has pushed the economy tier into decline. Kitten food also shows strong growth of around 25%, driven by new pet-owning households.
Scoop up dry pet food is quite popular in Thailand, but a declining trend. The key factor is fewer buyers, as shoppers switch to packaged instead. Following a global trend across FMCG as a whole, purchase frequency is still dropping, while average volume per trip is stagnating compared with the same period last year due to the effect of inflation. However, shoppers who still buy scoop up buy it at a higher frequency, usually every month, which could imply that this group is buying in smaller amounts. Brands will need to dig deeper to understand why people still purchase scoop up, and what pack size they’re looking for, to fulfil this need and convert consumers to buying branded packaged food instead.
