Hypermarkets and convenience stores are growing fast. Online is also increasing in importance
Pet shops and provision stores (PVS) are the key channels for this category. However, modern trade and online channels are growing fast, while PVS is declining.
Even though overall pet food shopping occasions are declining, mainly due to the frequency drop which can be seen throughout the FMCG market, occasions within modern trade are still increasing – especially in hypermarkets and national chain convenience stores (CVS). Furthermore, shoppers are tending to choose the online channel to stock up on pet food; we’re seeing extremely high volumes bought per trip while the frequency remains lower.
Brands should take advantage of the online channel to increase consumption and gain share from stock up behaviour, while focusing on pet shops as their main strategic channel. These stores hold a market share of almost 40%, while shoppers in this channel spend more per trip.
