Pet Care in India Briefing PDF

PET CARE IN INDIA
Euromonitor International
December 2011
PET CARE IN INDIA Passport I
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 Pet Populations 2006-2011 .......................................................................... 7
Market Data .................................................................................................................................. 7
Table 2 Sales of Pet Care by Category: Volume 2006-2011 ..................................... 7
Table 3 Sales of Pet Care by Category: Value 2006-2011 ........................................ 7
Table 4 Sales of Pet Care by Category: % Volume Growth 2006-2011 .................... 8
Table 5 Sales of Pet Care by Category: % Value Growth 2006-2011 ....................... 8
Table 6 Pet Food Company Shares 2006-2010 ........................................................ 8
Table 7 Pet Food Brand Shares 2007-2010 .............................................................. 9
Table 8 Dog and Cat Food Company Shares 2006-2010 ....................................... 10
Table 9 Dog and Cat Food Brand Shares 2007-2010 ............................................. 10
Table 10 Penetration of Private Label by Category 2006-2010 ................................. 11
Table 11 Sales of Dog and Cat Food by Distribution Format: % Analysis 2006-
2011 ........................................................................................................... 11
Table 12 Sales of Dog and Cat Food by Category and Distribution Format: %
Analysis 2011 ............................................................................................. 12
Table 13 Sales of Pet Care by Distribution Format: % Analysis 2006-2011 .............. 12
Table 14 Sales of Pet Care by Category and Distribution Format: % Analysis
2011 ........................................................................................................... 13
Table 15 Forecast Sales of Pet Care by Category: Volume 2011-2016 .................... 13
Table 16 Forecast Sales of Pet Care by Category: Value 2011-2016 ....................... 13
Table 17 Forecast Sales of Pet Care by Category: % Volume Growth 2011-
2016 ........................................................................................................... 14
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2011-2016 ...... 14
Definitions................................................................................................................................... 14
Sources .................................................................................................................................. 15
Summary 1 Research Sources ...................................................................................... 15
PET CARE IN INDIA Passport 1
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.
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 capitalise 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.
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.
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.
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.
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
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 Pet Populations 2006-2011
'000s of animals
2006 2007 2008 2009 2010 2011
Dog Population 6,241.5 6,480.4 6,824.4 7,296.8 8,026.4 9,030.1

Cat Population 698.8 733.7 777.7 824.2 881.9 952.5
Bird Population 114.0 115.1 120.4 124.6 128.9 135.4
Fish Population 338.0 351.5 367.3 385.7 405.0 429.3
Small Mammal Population 54.0 55.1 56.2 56.5 57.0 58.0
Reptile Population 11.5 11.4 11.4 11.6 11.7 11.8
Source: Euromonitor International from official statistics
MARKET DATA
Table 2 Sales of Pet Care by Category: Volume 2006-2011
Tonnes
2006 2007 2008 2009 2010 2011
Dog and Cat Food 9,735.2 10,718.1 11,533.9 12,883.6 14,692.1 16,867.7
Other Pet Food 6.4 7.0 7.7 8.6 9.8 11.2
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: Pet Care volume sales not calculable at total market level
Table 3 Sales of Pet Care by Category: Value 2006-2011
Rs million
2006 2007 2008 2009 2010 2011
Dog and Cat Food 1,141.7 1,268.8 1,485.8 1,782.3 2,251.2 2,838.2
Other Pet Food 2.5 2.7 3.1 3.6 4.3 5.1
Pet Food 1,144.1 1,271.5 1,489.0 1,785.9 2,255.5 2,843.4
Cat Litter - - - - - -
Pet Healthcare 212.5 238.0 267.7 302.5 343.4 391.4
Pet Dietary Supplements 63.3 71.9 82.0 95.1 111.2 131.2
Other Pet Products 179.7 197.6 219.4 247.9 282.6 330.6
Pet Products 455.5 507.5 569.0 645.5 737.2 853.3
Pet Care 1,599.6 1,779.0 2,058.0 2,431.4 2,992.6 3,696.7

Table 4 Sales of Pet Care by Category: % Volume Growth 2006-2011
% volume growth
2010/11 2006-11 CAGR 2006/11 Total
Dog and Cat Food 14.8 11.6 73.3

Other Pet Food 14.0 11.8 74.7
Table 5 Sales of Pet Care by Category: % Value Growth 2006-2011
% current value growth

2010/11 2006-11 CAGR 2006/11 Total

Pet Food 26.1 20.0 148.5
Cat Litter - - -
Pet Healthcare 14.0 13.0 84.2
Pet Dietary Supplements 18.0 15.7 107.2
Other Pet Products 17.0 13.0 84.0
Pet Products 15.8 13.4 87.3
Pet Care 23.5 18.2 131.1
Table 6 Pet Food Company Shares 2006-2010
% retail value rsp

Company 2006 2007 2008 2009 2010
Mars International - - 39.2 43.1 43.1

India Pvt Ltd
Royal Canin India Pvt Ltd - - 3.1 4.3 12.0
Provimi Animal - - - - 10.5
Nutrition India Pvt Ltd
Procter & Gamble Co, The 2.2 2.4 2.9 3.8 4.8
Asian Diet Products Ltd 3.4 3.8 4.0 3.9 3.4
Indian Broiler Group - - - - 2.7
Venky's India Ltd 3.7 4.2 3.5 2.8 2.1
Naughty Pet 2.5 2.6 2.2 2.0 1.7
Petsmart Pet Products - - 0.1 0.1 0.9
Pvt Ltd
Creative Pet Products Co 1.2 1.3 1.1 1.0 0.9
Life Laboratories 1.4 1.3 0.9 0.8 0.8
Bento Kronen Products- 0.5 0.6 0.9 0.8 0.7
Versele Laga
Midwestern Pet Foods Inc 5.7 2.0 - 0.1 0.2
Tetragon Chemie Pvt Ltd 8.8 9.2 10.4 10.6 -

Ruskin Pet Products Pvt 11.2 11.7 9.2 7.9 -
Ltd
Effem India Pvt Ltd 33.5 37.2 - - -
Purina Pet Care India 1.1 - - - -
Pvt Ltd
Private Label 1.4 1.5 1.5 1.4 1.1
Others 23.2 22.2 21.1 17.4 15.1
Total 100.0 100.0 100.0 100.0 100.0
Table 7 Pet Food Brand Shares 2007-2010
% retail value rsp

Brand Company 2007 2008 2009 2010
Pedigree Adult Mars International - 18.9 19.4 19.7

India Pvt Ltd
Pedigree Puppy Mars International - 17.0 17.5 17.5
India Pvt Ltd
Royal Canin Royal Canin India Pvt Ltd - 2.4 3.4 9.6
Nutripet Provimi Animal - - - 8.7
Eukanuba Procter & Gamble Co, The 2.3 2.8 3.6 4.5
Pedigree Mars International - 0.7 3.7 3.7
India Pvt Ltd
Stylam Choostix Asian Diet Products Ltd 3.8 4.0 3.9 3.4
Drools Indian Broiler Group - - - 2.7
Whiskas Mars International - 2.3 2.2 2.0
India Pvt Ltd
Naughty Pups Naughty Pet 2.6 2.2 2.0 1.7
Nutribix Economy Provimi Animal - - - 1.4
Treats Nutrition India Pvt Ltd
Regale Meal Venky's India Ltd - 1.6 1.4 1.0
Regale Pup Venky's India Ltd - 1.7 1.4 1.0
Happidog Creative Pet Products Co 1.3 1.1 1.0 0.9
Probisk Life Laboratories 1.3 0.9 0.8 0.8
Bento Bento Kronen Products- 0.6 0.9 0.8 0.7
Versele Laga
Maxx Advantage Petsmart Pet Products - - - 0.6
Pvt Ltd
Nutribix Dog Rolls Provimi Animal - - - 0.3
Iams Procter & Gamble Co, The 0.2 0.2 0.2 0.3
Propett Petsmart Pet Products - - - 0.2
Pvt Ltd
Pro Pac Midwestern Pet Foods Inc 1.9 - 0.1 0.2
Sportmix Midwestern Pet Foods Inc 0.1 - 0.0 0.0
Nutripet Tetragon Chemie Pvt Ltd 7.4 8.4 8.8 -
Royal Canin Ruskin Pet Products Pvt 9.4 7.3 6.2 -
Ltd
Nutribix Economy Tetragon Chemie Pvt Ltd 1.4 1.5 1.4 -
Treats
Pedigree Adult Effem India Pvt Ltd 17.7 - - -
Pedigree Puppy Effem India Pvt Ltd 16.0 - - -
Whiskas Effem India Pvt Ltd 2.5 - - -
Royal Pup Venky's India Ltd 2.1 - - -
Royal Meal Venky's India Ltd 2.0 - - -
Private label Private Label 1.5 1.5 1.4 1.1

Others 26.2 24.6 20.8 17.9
Total 100.0 100.0 100.0 100.0
Table 8 Dog and Cat Food Company Shares 2006-2010
% retail value rsp

Company 2006 2007 2008 2009 2010
Mars International - - 39.3 43.2 43.2

India Pvt Ltd
Royal Canin India Pvt Ltd - - 3.1 4.3 12.0
Provimi Animal - - - - 10.5
Procter & Gamble Co, The 2.2 2.4 3.0 3.8 4.8
Asian Diet Products Ltd 3.4 3.8 4.0 3.9 3.4
Indian Broiler Group - - - - 2.7
Venky's India Ltd 3.8 4.2 3.5 2.8 2.1
Naughty Pet 2.5 2.6 2.2 2.0 1.7
Petsmart Pet Products - - 0.1 0.1 0.9
Pvt Ltd
Creative Pet Products Co 1.2 1.3 1.1 1.0 0.9
Life Laboratories 1.4 1.3 0.9 0.8 0.8
Bento Kronen Products- 0.5 0.6 0.9 0.8 0.7
Versele Laga
Midwestern Pet Foods Inc 5.7 2.0 - 0.1 0.2
Tetragon Chemie Pvt Ltd 8.8 9.2 10.4 10.6 -
Ruskin Pet Products Pvt 11.2 11.8 9.2 7.9 -
Ltd
Effem India Pvt Ltd 33.6 37.3 - - -
Purina Pet Care India 1.1 - - - -
Pvt Ltd
Private Label 1.4 1.5 1.5 1.4 1.1
Others 23.0 22.0 20.9 17.2 14.9
Total 100.0 100.0 100.0 100.0 100.0
Table 9 Dog and Cat Food Brand Shares 2007-2010
% retail value rsp

Brand Company 2007 2008 2009 2010
Pedigree Adult Mars International - 18.9 19.4 19.7

India Pvt Ltd
Pedigree Puppy Mars International - 17.1 17.6 17.5
India Pvt Ltd
Royal Canin Royal Canin India Pvt Ltd - 2.5 3.4 9.6
Nutripet Provimi Animal - - - 8.8
Eukanuba Procter & Gamble Co, The 2.3 2.8 3.6 4.5
Pedigree Mars International - 0.7 3.8 3.7
India Pvt Ltd
Stylam Choostix Asian Diet Products Ltd 3.8 4.0 3.9 3.4
Drools Indian Broiler Group - - - 2.7
Whiskas Mars International - 2.3 2.2 2.0

India Pvt Ltd
Naughty Pups Naughty Pet 2.6 2.2 2.0 1.7
Nutribix Economy Provimi Animal - - - 1.4
Treats Nutrition India Pvt Ltd
Regale Meal Venky's India Ltd - 1.7 1.4 1.0
Regale Pup Venky's India Ltd - 1.7 1.4 1.0
Happidog Creative Pet Products Co 1.3 1.1 1.0 0.9
Probisk Life Laboratories 1.3 0.9 0.8 0.8
Bento Bento Kronen Products- 0.6 0.9 0.8 0.7
Versele Laga
Maxx Advantage Petsmart Pet Products - - - 0.6
Pvt Ltd
Nutribix Dog Rolls Provimi Animal - - - 0.3
Iams Procter & Gamble Co, The 0.2 0.2 0.2 0.3
Propett Petsmart Pet Products - - - 0.2
Pvt Ltd
Pro Pac Midwestern Pet Foods Inc 1.9 - 0.1 0.2
Sportmix Midwestern Pet Foods Inc 0.1 - 0.0 0.0
Nutripet Tetragon Chemie Pvt Ltd 7.4 8.4 8.8 -
Royal Canin Ruskin Pet Products Pvt 9.4 7.3 6.2 -
Ltd
Nutribix Economy Tetragon Chemie Pvt Ltd 1.4 1.5 1.4 -
Treats
Pedigree Adult Effem India Pvt Ltd 17.7 - - -
Pedigree Puppy Effem India Pvt Ltd 16.0 - - -
Whiskas Effem India Pvt Ltd 2.5 - - -
Royal Pup Venky's India Ltd 2.1 - - -
Royal Meal Venky's India Ltd 2.0 - - -
Private label Private Label 1.5 1.5 1.4 1.1
Others 26.0 24.4 20.7 17.8
Total 100.0 100.0 100.0 100.0
Table 10 Penetration of Private Label by Category 2006-2010
% retail value rsp

2006 2007 2008 2009 2010
Pet Care 1.0 1.1 1.1 1.1 0.9

Pet Food 1.4 1.5 1.5 1.4 1.1
Table 11 Sales of Dog and Cat Food by Distribution Format: % Analysis 2006-2011
% retail value rsp

2006 2007 2008 2009 2010 2011
Store-Based Retailing 100.0 100.0 100.0 100.0 100.0 100.0

- Grocery Retailers 9.0 9.8 8.6 7.4 7.4 8.7
- - Supermarkets/ 8.0 8.8 7.7 6.4 6.5 7.4
Hypermarkets
- - Discounters - - - - - -
- - Other Grocery 0.9 0.9 1.0 1.0 1.0 1.3
Retailers
- Non-Grocery Retailers 91.0 90.2 91.4 92.6 92.6 91.3
- - Pet superstores - - - - - -
- - Pet shops 50.6 50.7 51.0 52.9 52.8 51.5
- - Veterinary clinics 39.5 38.6 38.3 37.3 37.3 37.8
- - Other Non-Grocery 1.0 1.0 2.1 2.5 2.5 2.0
Retailers
Non-Store Retailing - - - - - -
- Homeshopping - - - - - -
- Internet Retailing - - - - - -
- Direct Selling - - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 12 Sales of Dog and Cat Food by Category and Distribution Format: % Analysis
2011
% retail value rsp

CF DF
Store-Based Retailing 100.0 100.0

Grocery Retailers 1.9 9.0
Supermarkets/Hypermarkets 1.9 7.6
Discounters 0.0 0.0
Other Grocery Retailers 0.0 1.4
Non-Grocery Retailers 98.1 91.0
Pet superstores 0.0 0.0
Pet shops 90.2 50.1
Veterinary clinics 7.9 38.8
Other Non-Grocery Retailers 0.0 2.1
Non-Store Retailing 0.0 0.0
Homeshopping 0.0 0.0
Internet Retailing 0.0 0.0
Direct Selling 0.0 0.0
Total 100.0 100.0
Key: CF = Cat Food; DF = Dog Food
Table 13 Sales of Pet Care by Distribution Format: % Analysis 2006-2011
% retail value rsp

2006 2007 2008 2009 2010 2011
Store-Based Retailing 100.0 100.0 100.0 100.0 100.0 100.0

- Grocery Retailers 8.4 9.0 8.2 7.3 7.3 8.4
- - Supermarkets/ 7.4 8.0 7.3 6.3 6.4 7.2
Hypermarkets
- - Discounters - - - - - -
- - Other Grocery 1.0 1.0 1.0 1.0 1.0 1.3
Retailers
- Non-Grocery Retailers 91.6 91.0 91.8 92.7 92.7 91.6
- - Pet superstores - - - - - -
- - Pet shops 49.1 49.4 49.8 51.4 51.5 50.5
- - Veterinary clinics 41.6 40.7 40.3 39.4 39.1 39.5
- - Other Non-Grocery 1.0 1.0 1.7 1.9 2.0 1.6
Retailers
Non-Store Retailing - - - - - -
- Homeshopping - - - - - -
- Internet Retailing - - - - - -
- Direct Selling - - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 14 Sales of Pet Care by Category and Distribution Format: % Analysis 2011
% retail value rsp

PF PP
Store-Based Retailing 100.0 100.0

Grocery Retailers 8.7 7.5
Supermarkets/Hypermarkets 7.4 6.5
Discounters 0.0 0.0
Other Grocery Retailers 1.3 1.0
Non-Grocery Retailers 91.3 92.5
Pet superstores 0.0 0.0
Pet shops 51.5 47.0
Veterinary clinics 37.7 45.5
Other Non-Grocery Retailers 2.0 0.0
Non-Store Retailing 0.0 0.0
Homeshopping 0.0 0.0
Internet Retailing 0.0 0.0
Direct Selling 0.0 0.0
Total 100.0 100.0
Key: PF = Pet Food; PP = Pet Products
Table 15 Forecast Sales of Pet Care by Category: Volume 2011-2016
Tonnes
2011 2012 2013 2014 2015 2016
Dog and Cat Food 16,867.7 19,214.7 21,788.5 24,603.8 27,665.8 30,977.0
Other Pet Food 11.2 12.6 14.1 15.7 17.3 18.8
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 16 Forecast Sales of Pet Care by Category: Value 2011-2016
Rs million
2011 2012 2013 2014 2015 2016
Dog and Cat Food 2,838.2 3,296.5 3,793.4 4,344.9 4,953.3 5,620.4
Other Pet Food 5.1 5.9 6.7 7.6 8.5 9.5
Pet Food 2,843.4 3,302.4 3,800.2 4,352.5 4,961.8 5,629.9
Cat Litter - - - - - -
Pet Healthcare 391.4 428.6 465.1 499.9 534.9 569.7
Pet Dietary Supplements 131.2 148.3 166.1 184.4 202.8 221.1
Other Pet Products 330.6 370.3 411.0 452.2 492.8 532.3

Pet Products 853.3 947.2 1,042.2 1,136.5 1,230.6 1,323.0
Pet Care 3,696.7 4,249.6 4,842.4 5,489.0 6,192.4 6,952.9
trade sources
Table 17 Forecast Sales of Pet Care by Category: % Volume Growth 2011-2016
% volume growth
2015/16 2011-16 CAGR 2011/16 Total

trade sources
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2011-2016
% constant value growth

2011-16 CAGR 2011/16 TOTAL
Dog and Cat Food 14.6 98.0

Other Pet Food 13.0 84.2
Pet Food 14.6 98.0
Cat Litter - -
Pet Healthcare 7.8 45.5
Pet Dietary Supplements 11.0 68.4
Other Pet Products 10.0 61.0
Pet Products 9.2 55.0
Pet Care 13.5 88.1
trade sources
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
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
Source: Euromonitor International

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PET CARE IN INDIA

LIST OF CONTENTS AND TABLES

PET CARE IN INDIA

Pet Care Maintains Double-digit Retail Value Growth

Increasing Product Specialisation in Premium Pet Food

Multinationals Dominate Pet Care in India

Pet Shops Remains the Leading Channel of Distribution

KEY TRENDS AND DEVELOPMENTS

Rising Disposable Income Stimulates Sales Growth

Search for Companionship Influences Consumers Choice of Pets

Health and Wellness Products Gain Ground in Pet Care

International Brands Further Consolidate Pet Care Industry

Premium Pet Food Sees More Segmentation and Functionality

Dog Population 6,241.5 6,480.4 6,824.4 7,296.8 8,026.4 9,030.1

Table 3 Sales of Pet Care by Category: Value 2006-2011

Pet Care 1,599.6 1,779.0 2,058.0 2,431.4 2,992.6 3,696.7

Table 4 Sales of Pet Care by Category: % Volume Growth 2006-2011

Dog and Cat Food 14.8 11.6 73.3

Table 5 Sales of Pet Care by Category: % Value Growth 2006-2011

% current value growth

Dog and Cat Food 26.1 20.0 148.6

Table 6 Pet Food Company Shares 2006-2010

% retail value rsp

Mars International - - 39.2 43.1 43.1

Tetragon Chemie Pvt Ltd 8.8 9.2 10.4 10.6 -

Table 7 Pet Food Brand Shares 2007-2010

% retail value rsp

Pedigree Adult Mars International - 18.9 19.4 19.7

Private label Private Label 1.5 1.5 1.4 1.1

Table 8 Dog and Cat Food Company Shares 2006-2010

% retail value rsp

Mars International - - 39.3 43.2 43.2

Table 9 Dog and Cat Food Brand Shares 2007-2010

% retail value rsp

Pedigree Adult Mars International - 18.9 19.4 19.7

Whiskas Mars International - 2.3 2.2 2.0

Table 10 Penetration of Private Label by Category 2006-2010

% retail value rsp

Pet Care 1.0 1.1 1.1 1.1 0.9

% retail value rsp

Store-Based Retailing 100.0 100.0 100.0 100.0 100.0 100.0

% retail value rsp

Store-Based Retailing 100.0 100.0

Table 13 Sales of Pet Care by Distribution Format: % Analysis 2006-2011

% retail value rsp

Store-Based Retailing 100.0 100.0 100.0 100.0 100.0 100.0

% retail value rsp

Store-Based Retailing 100.0 100.0

Table 15 Forecast Sales of Pet Care by Category: Volume 2011-2016

Table 16 Forecast Sales of Pet Care by Category: Value 2011-2016

Other Pet Products 330.6 370.3 411.0 452.2 492.8 532.3

Table 17 Forecast Sales of Pet Care by Category: % Volume Growth 2011-2016

Dog and Cat Food 12.0 12.9 83.6

Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2011-2016

% constant value growth

Dog and Cat Food 14.6 98.0

Summary 1 Research Sources

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