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MARKET INDICATOR REPORT | NOVEMBER 2011

Consumer Trends
Pet Food in France

Source: Shutterstock Source: Shutterstock

 Consumer Trends
Pet Food in France

EXECUTIVE SUMMARY INSIDE THIS REPORT

France has the largest pet population in Europe, with Executive Summary 2
7.5 million dogs, 11.5 million cats, 7 million birds, 2 million
rodents and a remarkable 27 million fish. The French are
simply animal lovers, with 53% of households having at least Market Overview 3
one pet.
Pet Food Trends 4
More than half of French households have a dog, cat, fish or
rodent. Approximately one fourth of households have a dog
and 28% have a cat, though the cat population is higher Retail Trends 5
(11.5 million cats compared to 7.5 million dogs) because
people often have several cats. Industry Competition 6

The $3.9-billion (2010) pet food market is a testament to how

highly French consumers hold their pets. Dog food accounts Dog Food 7
for over 50% of that total and cat food accounts for roughly
40%. For the last three years, overall pet food sales have Cat Food 10
grown at a healthy 3 percent per year.
Other Pet Food 13
France - Pet Ownership in 2010
Households (%) (’000) New Pet Food Products 16
Households owning a cat 28.0 7,606.4
Households owning a dog 23.2 6,302.4
Source: Euromonitor, 2011.

French consumers are increasingly careful about the health

of their pets, and the pet food market has followed this trend
of pet humanization. A large portion of the pet food sector is
focusing on high-quality food products and services for pet
owners. In fact, most French hotels and restaurants allow
dogs and many also provide pets with food and water
(some even allow owners to seat their pets at the table!)
There are even exclusive dog restaurants. Although food
shops make an effort to bar pets, it isn’t unusual to see a
supermarket trolley containing a dog or two. Paris has a pet
cemetery in Asnières-sur-Seine (le Cimetière des Chiens)
and there are others in Nice and Toulouse.

Source: Shutterstock

PAGE 2
MARKET OVERVIEW

France - Pet Population - ’000s of animals

Type of Pet 2005 2006 2007 2008 2009 2010
Dog Population 8,535 8,400 7,950 7,800 7,640 7,570
Cat Population 9,900 10,040 10,360 10,700 11,070 11,480
Bird Population 6,600 6,520 6,465 6,405 6,330 6,200
Fish Population 35,900 36,050 36,480 36,850 37,080 37,330
Small Mammal Population 3,800 4,010 4,190 4,280 4,310 4,360
Reptile Population 1,500 1,530 1,570 1,610 1,655 1,715
Source: Euromonitor, 2011.

Pet owners pay more attention to their pets by feeding them

more functional food, such as breed and age-specific products.
Such a trend is also a direct driver for more humanization and
innovation within pet products. Pets are considered full members
of the family and can benefit from the same treats as their
owners. Pet care has seen the emergence of niche products
such as cosmetic shampoos, and even feeding bowls to match
the kitchen. Organic products, either in pet food or pet products,
have nonetheless suffered from a decreasing purchasing power
due to high retail prices.

Savvy owners want their pets to experience and benefit from

unique, natural and flavourful ingredients, so manufacturers are
keeping up with this trend. Of the 102 natural pet products
introduced last year, not only were 29 products marketed with
“no chemicals,” 18 as “high in vitamins” and 11 as “high in
antioxidants,” but many of the offerings were hyped as having Source: Shutterstock
new, alluring flavours, according to Mintel.

France - Pet Food by Category: Volume in ’000 tonnes

Category 2005 2006 2007 2008 2009 2010
Pet Food 1335 1331 1332 1348 1361 1378
Dog and Cat Food 1286 1280 1280 1293 1305 1320
Other Pet Food 50 51 53 54 56 58
Source: Euromonitor, 2011.

France - Pet Food by Category: Value in US$ millions

Category 2005 2006 2007 2008 2009 2010
Pet Food 3,320 3,378 3,428 3,522 3,611 3,672
Dog and Cat Food 2,967 3,012 3,049 3,131 3,209 3,276
Other Pet Food 353 366 379 392 402 396
Source: Euromonitor, 2011.

PAGE 3
PET FOOD TRENDS

Humanization

The "humanization" of pets is a continuing trend in France and elsewhere, whereby pets
(particularly dogs and cats) are increasingly cared for according to human patterns, and human aesthetic
standards are applied to pets. Pets are increasingly regarded as family members, and are often considered
as equivalent to children in the level of attention and care they gain from pet owners. This has led to a
heightened awareness of the special health needs associated with pets at different developmental stages,
and an increased tendency to pamper pets with treats and high-end nutritional food.

Functional Flavour

Pet owners are looking for their pets to thrive and are willing to try new products, whether it’s vegetarian,
high protein or loaded with antioxidant-rich fruits and veggies, in order to achieve this. The French pet
owner is looking for functional formulations that will result in fewer digestive issues, more energy,
a shinier coat or any other number of benefits that pet foods claim.

New ingredients like fruits and vegetables in pet food are correlating with human health trends. As pets live
longer and experience conditions like diabetes, obesity or allergies, a variety of pet food ingredients are
being used to target these health needs.

New Proteins

Allergic and picky eaters are pushing the protein selection in pet food from the
typical chicken or beef, to something a bit more exciting. Exotic new proteins
are being introduced to appeal to pets’ taste buds and also to increase their
overall well-being. For example, manufacturers now offer dry and dehydrated
pet foods with venison, pork, brushtail possum and kangaroo meats,
often mixed with fruits such as apples, berries and even figs. If a pet has a food
allergy to proteins, putting them on an exclusion diet with a new protein can
allow the owner to see how their pet responds.

Superfruits and Ancient Grains

The healthy ingredient trend has also changed the mixture of grains used in pet
foods. Some high-end manufacturers have moved away from using soy, corn,
and wheat, which some veterinarians believe are harder to digest and more
likely to cause allergies, in favour of using rice and other grains.

Functional ingredients like antioxidants, essential fatty acids and even supplements like glucosamine for
joint health are being formulated right into the can. Antioxidant fruits and vegetables are being used in
pet foods to an increasing degree.

Picky Pets

The premium food trend isn’t just for dogs. For example, one manufacturer offers a line of ferret foods that
are grain free and mimic the traditional ferret diet full of taurine, fat, and meat-based protein, but offer
unique flavours such as duck, rabbit and venison.

There is also a growing number of options for vegetarian owners who don’t appreciate giving all-meat foods
to their pets. With dog food products, which use ingredients such as barley, brown rice, quinoa, oatmeal
and kelp, owners can provide adequate protein from vegetable sources.

PAGE 4
RETAIL TRENDS

France’s retail distribution network is diverse and sophisticated. French food retailers
generally fall into six types: hypermarkets; supermarkets; hard discounters; convenience;
gourmet centres in department stores; and traditional outlets.

Grocery retailers such as supermarkets/hypermarkets lead the distribution market in pet food products.
Private label is making inroads within the pet food and pet products industry, and its position is
strengthened by a wider selection that is mainly driven by product improvement. As a result, private label is
gaining brand recognition. Demand for private label is expected to increase, resulting in more brand loyalty
from pet owners.

Pet shops and other non-grocery retailers are more dynamic, as they offer
other pet care products, such as dietary and healthcare. However, the
main strength of non-grocery retailers is a better knowledge of the
products, gained from training provided by manufacturers. Pet owners are
always looking for advice on how to best care for their pets and are thus
drawn to these retailers for the additional information available to them.
As a result, these channels accounted for approximately 44% of value
sales in 2009, giving less room to supermarkets/hypermarkets to lead.
Source: Planet Retail, 2011.

French Pet Food Expenditure in 2010, Major French Food Retailers, 2010
Per Household

Product $US Retailer Store Count

Pet Care 186.0 Carrefour 5,522

Pet Products 50.9 ITM (Intermarché) 2,704

Pet Food 135.2 Leclerc 607
Dog and Cat Food 120.6 Casino 8,335
Other Pet Food 14.9 Système U 1,407
Source: Euromonitor, 2011. Source: Planet Retail, 2011.

High disposable incomes and the increasing number of

single- and two-person households drove the strong demand for
premium pet products in France. Nonetheless, the economic
downturn was not without consequences for sales of premium
products. Declining purchasing power resulted in consumers
seeking out more affordable products and/or reducing the amount
of purchases. As a result, a trend towards buying mid-priced and
standard premium pet products, and private label products
strengthened their position within the pet food sector.
Source: Planet Retail, 2011.

PAGE 5
INDUSTRY COMPETITION

The French pet care industry is dominated by multinational companies. Their positions
within pet food are undeniable thanks to strong brand recognition and a presence through
almost all distribution channels. Premiumization is at the core of the business, but the economic situation
has increased further price sensitivity. As a result, private label has started to market its own premium
products. Such a trend has made more room for mid-priced and standard premium products.

France - Pet Food Industry - Brand Shares (by Global Brand Name)
Retail Sales % breakdown

Brand Company name (GBO) 2005 2006 2007 2008 2009

Friskies Nestlé SA 10.3 10.2 10.0 9.9 9.9
Whiskas Mars Inc 7.4 7.6 7.4 7.7 7.9
Royal Canin Mars Inc 6.7 6.9 7.0 7.0 7.1
Pal Mars Inc 5.7 5.5 5.2 5.0 4.8
Vitakraft Vitakraft-Werke Wührmann 4.2 4.3 4.4 4.4 4.4
Felix Nestlé SA 4.4 4.2 4.2 4.2 4.2
Fido Nestlé SA 3.6 3.6 3.5 3.4 3.4
Gourmet Nestlé SA 3.4 3.4 3.4 3.3 3.3
Purina ONE Nestlé SA 1.7 2.0 2.5 2.7 3.1
Affinity Advance Agrolimen SA 2.6 2.6 2.6 2.6 2.6
Affinity Brekkies Agrolimen SA 2.2 2.3 2.3 2.4 2.4
Frolic Mars Inc 2.1 2.2 2.2 2.2 2.2
Pedigree Mars Inc 2.0 2.1 2.1 2.1 2.1
Affinity Ultima Agrolimen SA 1.3 1.4 1.5 1.6 1.8
Kitekat Mars Inc 1.9 1.8 1.7 1.7 1.6
Sheba Mars Inc 1.6 1.6 1.6 1.6 1.6
Riga Laboratoires Riga 1.3 1.4 1.4 1.4 1.4
Cesar Mars Inc 1.5 1.4 1.4 1.3 1.2
Iams Procter & Gamble Co 0.9 1.0 1.1 1.1 1.1
Tetra Spectrum Brands Inc 1.1 1.1 1.2 1.1 1.1
Affinity Repas Complet Agrolimen SA 0.8 0.8 0.9 1.0 1.1
Canigou Mars Inc 1.5 1.2 0.9 0.7 0.6
Hill's Science Diet Colgate-Palmolive Co 0.5 0.5 0.5 0.6 0.6
Beneful Nestlé SA 0.3 0.5 0.5 0.5 0.5
Loyal Mars Inc 0.6 0.5 0.5 0.5 0.4
Mac'ani Nestlé SA 0.5 0.5 0.4 0.4 0.4
Ronron Mars Inc 0.6 0.6 0.6 0.4 0.3
Perfect Fit Mars Inc 0.2 0.2 0.2 0.3 0.3
Fidèle Nestlé SA 0.4 0.3 0.3 0.2 0.2
Tyrol Agrobiothers Laboratoire SA - - - 0.2 0.2
Hill's Prescription Diet Colgate-Palmolive Co 0.2 0.2 0.2 0.2 0.2
Pro Plan Nestlé SA 0.1 0.1 0.2 0.2 0.2
Aime Agrobiothers Laboratoire SA - - - 0.1 0.1
Mixer Mars Inc 0.1 0.1 0.1 0.1 0.1
Private label Private Label 13.7 13.8 14.7 14.9 15.2
Others Others 13.9 13.5 12.8 12.9 12.6
Total Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor, 2011.

PAGE 6
DOG FOOD

France - Percentage (%) of Households Owning a Dog

Households 2005 2006 2007 2008 2009 2010
Households owning a dog 26.4 26.1 25.6 25.4 25.5 23.2
Source: Euromonitor, 2011.

Lifestyle changes in urban areas have led to a decrease in dog ownership. Due to a lack of space in the
house and also in the car, the dog population decreased in 2010 in terms of numbers, with small dogs
being an exception. The lower amount of households owning multiple dogs has also contributed to this
decline for the past few years. Medium and large sized dogs require more attention and time, and they
need more space for transportation. As a result, larger dogs registered the highest decrease in terms
of numbers.

Prepared food increased in 2010 and accounted for 54.1% of total dog food sales. This increase is mainly
driven by high-end products, as dog owners’ willingness to get the best for their dogs strengthened.
Increasingly health-conscious French consumers are demanding organic, health, and diet foods, including
nutraceuticals. The growing number of pets has mirrored and stimulated demand for conventional and
organic pet foods.

As dogs live longer, dog food has become more nutritionally balanced. Dog owners are also looking for
convenience and time saving in terms of meal preparation due to their busy lifestyles. As a result,
manufacturers tend to offer more convenient and sophisticated products through a hyper-segmentation
based on breed specificity, age specificity, and the health and wellness trend.

Increasing environmental concerns amongst consumers in France have been extended to the development
of organic products for pets. Pet food manufacturers now offer more functional products that promise longer
life or that prevent functional disorders, such as urine problems.

France - Dog Food Prepared vs. Non-Prepared Gap: % Analysis

Product 2005 2006 2007 2008 2009 2010
Prepared dog food 53.3 53.4 53.5 53.7 53.8 54.1
Non-prepared dog food 46.7 46.6 46.5 46.3 46.2 45.9
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor, 2011.

France - Sales of Dog Food by Type: Value in US$ millions

Product 2005 2006 2007 2008 2009
Dog Treats and Mixers 167 170 174 180 181
Dry Dog Food 1,188 1,231 1,277 1,350 1,398
Wet Dog Food 545 520 496 476 459
Dog Food 1,900 1,921 1,948 2,005 2,038
Source: Euromonitor, 2011.

PAGE 7
DOG FOOD (Continued)

France - Dog Food Company Shares: % Retail Value Sales

Company 2005 2006 2007 2008 2009
Mars Petcare & Food France - - 39.2 38.4 38
Nestlé Purina PetCare France SAS 19.0 19.2 19.1 18.9 19
Affinity Petcare France SA 11.9 12.0 12.3 12.5 12.7
Vitakraft SA 2.3 2.3 2.4 2.4 2.5
Procter & Gamble France SNC 0.9 1.0 1.0 1.0 1.0
Hill's Pet Nutrition SNC 0.9 0.9 0.9 0.9 0.9
Galec - Centre Distributeur Edouard Leclerc 0.5 0.5 0.5 0.5 0.5
ITM Entreprises SA 0.3 0.3 0.3 0.3 0.3
Carrefour France SA 0.2 0.2 0.2 0.2 0.2
Casino Guichard-Perrachon 0.2 0.2 0.2 0.2 0.2
Auchan France 0.1 0.1 0.1 0.1 0.1
Masterfoods France SA 40.2 39.8 - - -
Unisabi SA - - - - -
Royal Canin SA - - - - -
Friskies France SAS - - - - -
Other Private Label 12.7 13.0 13.4 13.8 13.8
Others 10.9 10.5 10.5 10.7 10.7
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor, 2011.

France - Dog Food by Price Band (EUR), 2009

Sector Price Band Price range per kg
Super Premium Above 7.50
Standard Premium Between 3.50 and 7.90
Wet Dog Food
Mid priced Between 1.30 and 3.50
Economy Below 1.30
Super Premium Above 5.00
Standard Premium Between 2.00 and 4.99
Dry Dog Food
Mid-priced Between 1.10 and 1.99
Economy Below 1.10
Source: Euromonitor, 2011

PAGE 8
DOG FOOD (Continued)

France - Dog Food Brand Shares: % Retail Value Price

Brand Company 2006 2007 2008 2009
Royal Canin Mars Petcare & Food France - 13.9 13.9 14.1
Pal Mars Petcare & Food France - 10.7 10.4 10.0
Friskies Nestlé Purina PetCare France SAS 9.5 9.4 9.5 9.6
Fido Nestlé Purina PetCare France SAS 7.2 7.2 7.1 7.1
Affinity Advance Affinity Petcare France SA 5.4 5.4 5.4 5.4
Frolic Mars Petcare & Food France - 4.5 4.5 4.5
Pedigree Mars Petcare & Food France - 4.3 4.4 4.4
Affinity Brekkies Affinity Petcare France SA 3.5 3.6 3.6 3.6
Cesar Mars Petcare & Food France - 2.8 2.7 2.6
Vitakraft Vitakraft SA 2.3 2.4 2.4 2.5
Affinity Repas Affinity Petcare France SA 1.6 1.8 2.0 2.2
Affinity Ultima Affinity Petcare France SA 1.5 1.5 1.5 1.5
Canigou Mars Petcare & Food France - 1.8 1.4 1.3
Beneful Nestlé Purina PetCare France SAS 1.0 1.0 1.0 1.0
Iams Procter & Gamble France SNC 1.0 1.0 1.0 1.0
Loyal Mars Petcare & Food France - 1.0 1.0 0.9
Mac'ani Nestlé Purina PetCare France SAS 1.0 0.9 0.8 0.8
Hill's Science Plan Hill's Pet Nutrition SNC 0.5 0.5 0.5 0.6
Lydog Galec - Centre Distributeur Edouard Leclerc 0.5 0.5 0.5 0.5
Fidèle Nestlé Purina PetCare France SAS 0.6 0.5 0.5 0.5
Canaillou ITM Entreprises SA 0.3 0.3 0.3 0.3
Hill's Prescription Diet Hill's Pet Nutrition SNC 0.3 0.3 0.3 0.3
Carrefour Carrefour France SA 0.2 0.2 0.2 0.2
Casino Casino Guichard-Perrachon SA 0.2 0.2 0.2 0.2
Mixer Mars Petcare & Food France - 0.2 0.2 0.1
Auchan Auchan France 0.1 0.1 0.1 0.1
Royal Canin Masterfoods France SA 13.5 - - -
Pal Masterfoods France SA 11.0 - - -
Frolic Masterfoods France SA 4.4 - - -
Pedigree Masterfoods France SA 4.2 - - -
Other Private Label Other Private Label 13.0 13.4 13.8 13.8
Others Others 17.2 10.6 10.8 10.8
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor, 2011.

PAGE 9
DOG FOOD (Continued)

France - Forecast Sales of Dog Food by Type: Value in US$ millions

Product 2011 2012 2013 2014 2015
Dog Treats and Mixers 185 187 190 194 198
Dry Dog Food 1,484 1,511 1,539 1,567 1,596
Wet Dog Food 426 408 393 379 365
Dog Food 2,094 2,106 2,122 2,139 2,158
Source: Euromonitor, 2011.

France - Forecast Sales of Dog Food by Type: Volume in ’000 tonnes

Product 2011 2012 2013 2014 2015
Dog Treats and Mixers 24 24 24 24 24
Dry Dog Food 581 598 614 628 642
Wet Dog Food 216 207 199 190 182
Dog Food 822 830 836 842 848
Source: Euromonitor, 2011.

CAT FOOD

The cat population in France increased by 3% in 2010. It is more

convenient to own a cat for various practical reasons, including that
they are more independent and therefore require less attention.

The growing number of urban households favours the trend of

owning a cat. Busy lifestyles do not allow cat owners to spend as
much time on their care. As a result, prepared food accounts for
62% of cat food sales.

French cat owners pay more attention to their cat by purchasing cat
treats such as treats with dental care benefits. Although a niche Source: Shutterstock.
market, organic food and medicinal treats are among the growth
drivers in the cat food category.

Cat owners are still demanding more convenience and time saving in terms of meal preparation.

France - Percentage (%) of Households Owning a Cat

Households 2005 2006 2007 2008 2009 2010
Households owning a cat 26.1 26.3 26.4 26.9 27.3 28.0
Source: Euromonitor, 2011.

PAGE 10
CAT FOOD (Continued)

France - Cat Food Prepared vs. Non-prepared Gap: % Consumption

Product 2005 2006 2007 2008 2009 2010
Prepared Cat Food 61.0 61.1 61.2 61.5 61.7 62.0
Non-Prepared Cat Food 39.0 38.9 38.8 38.5 38.3 38.0
Total Cat Food 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor, 2011.

France - Sales of Cat Food by Type: Value in US$ millions

Product 2005 2006 2007 2008 2009 2010
Cat Treats and Mixers 30 30 31 32 33 33
Dry Cat Food 489 540 593 658 713 774
Wet Cat Food 990 994 1,001 1,015 1,023 1,035
Cat Food 1,509 1,564 1,625 1,705 1,768 1,842
Source: Euromonitor, 2011.

France - Cat Food Company Shares: % Retail Sales Value

Company 2005 2006 2007 2008 2009
Nestlé Purina PetCare France SAS 38.6 38.3 38.8 38.5 38.7
Mars Petcare & Food - - 29.1 28.9 28.5
Affinity Petcare France SA 2.7 3.1 3.4 3.7 4.2
Galec - Centre Distributeur Edouard Leclerc 3.6 3.6 3.5 3.5 3.5
Procter & Gamble France 1.2 1.4 1.5 1.5 1.6
Auchan France 1.1 1.1 1.1 1.1 1.1
Casino Guichard-Perrachon 1.0 1.0 1.0 1.0 1.1
Hill's Pet Nutrition SNC 0.7 0.8 0.8 0.9 1.0
ITM Entreprises SA 0.6 0.6 0.6 0.6 0.5
Carrefour France SA 0.4 0.4 0.4 0.4 0.4
Vitakraft SA 0.4 0.4 0.4 0.4 0.4
Masterfoods France SA 30.1 30.1 - - -
Other Private Label 10.2 10.3 10.2 9.9 9.8
Others 9.4 9.1 9.2 9.4 9.2
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor, 2011.

PAGE 11
CAT FOOD (Continued)

France - Cat Food Brand Shares: % Retail Sales Value

Brand Company 2006 2007 2008 2009

Whiskas Mars Petcare & Food France - 18.3 18.8 19.0
Friskies Nestlé Purina PetCare France SAS 13.8 13.4 13.0 12.6
Felix Nestlé Purina PetCare France SAS 10.6 10.4 10.3 10.2
Gourmet Nestlé Purina PetCare France SAS 8.5 8.3 8.1 8.0
Purina ONE Nestlé Purina PetCare France SAS 5.0 6.2 6.7 7.4
Kitekat Mars Petcare & Food France - 4.3 4.0 3.8
Sheba Mars Petcare & Food France - 3.9 3.9 3.8
Affinity Ultima Affinity Petcare France SA 1.8 2.0 2.2 2.6
Eco Plus Galec - Centre Distributeur Edouard Leclerc 1.8 1.8 1.8 1.7
Iams Procter & Gamble France SNC 1.4 1.5 1.5 1.6
Affinity Brekkies Affinity Petcare France SA 1.3 1.4 1.5 1.6
Lycat Galec - Centre Distributeur Edouard Leclerc 1.2 1.2 1.2 1.3
Auchan Auchan France 1.1 1.1 1.1 1.1
Casino Casino Guichard-Perrachon SA 1.0 1.0 1.0 1.1
Hill's Science Plan Hill's Pet Nutrition SNC 0.6 0.6 0.7 0.8
Royal Canin Mars Petcare & Food France - 0.6 0.6 0.7
Ronron Mars Petcare & Food France - 1.4 1.0 0.7
Perfect Fit Mars Petcare & Food France - 0.6 0.6 0.6
Eco+ Galec - Centre Distributeur Edouard Leclerc 0.6 0.6 0.6 0.6
Pro Plan Nestlé Purina PetCare France SAS 0.4 0.4 0.4 0.5
Nutricroc Carrefour France SA 0.4 0.4 0.4 0.4
Vitakraft Vitakraft SA 0.4 0.4 0.4 0.4
Top Budget ITM Entreprises SA 0.3 0.3 0.3 0.3
Canaillou ITM Entreprises SA 0.2 0.2 0.2 0.2
Hill's Prescription Diet Hill's Pet Nutrition SNC 0.2 0.2 0.2 0.2
Other Private Label Other Private Label 10.3 10.2 9.9 9.8
Others Others 9.7 9.2 9.5 9.2
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor, 2011.

The competitive landscape in cat food is stable. Because of

market concentration, key players such as Nestlé France and
Mars Petcare & Food France have strongly consolidated their
positioning as leaders.

Nestlé Purina Petcare France SAS was far ahead in 2009, with a
market share of 38.7%, while Mars Petcare & Food France held
only 28.5%.

Private label was fiercely competitive with better diversification of its Source: Shutterstock.
range. As a result, private label now controls a 17% value share.

PAGE 12
CAT FOOD (Continued)

France - Forecast Sales of Cat Food by Type: Value in US$ millions

Product 2011 2012 2013 2014 2015
Cat Treats and Mixers 34 34 35 36 37
Dry Cat Food 822 875 929 987 1,043
Wet Cat Food 1,029 1,025 1,019 1,011 1,004
Cat Food 1,885 1,934 1,983 2,034 2,083
Source: Euromonitor, 2011.

France - Forecast Sales of Cat Food by Type: Volume in ’000 tonnes

Product 2011 2012 2013 2014 2015
Cat Treats and Mixers 2,567 2,720 2,906 3,145 3,426
Dry Cat Food 204,946 213,657 222,339 231,015 239,677
Wet Cat Food 303,301 301,017 298,468 295,292 292,160
Cat Food 510,814 517,394 523,714 529,452 535,263
Source: Euromonitor, 2011.

OTHER PET FOOD

France - Other Pet Population in ’000s of Animals

Type of Pet 2005 2006 2007 2008 2009 2010
Bird Population 6,600 6,520 6,465 6,405 6,330 6,200
Fish Population 35,900 36,050 36,480 36,850 37,080 37,330
Small Mammal Population 3,800 4,010 4,190 4,280 4,310 4,360
Reptile Population 1,500 1,530 1,570 1,610 1,655 1,715
Source: Euromonitor, 2011.

The quest to own original and attractive pets such as lizards, dwarf rabbits, exotic fish or birds is becoming
an entrenched trend in France. Furthermore, children are looking for new companions to look after,
increasing the attraction of pet ownership in this category.

The lack of space in urban cities and busy lifestyles, the quest for more convenience and time savings,
makes animals in this category of pets attractive, because they are easy to look after. As a result,
small mammals and reptile food will experience a positive growth in the coming years.

The bird population is expected to decline in reaction to strong health-related regulations affecting
imported birds. This regulation is designed to control the transmission of diseases such as avian flu,
as well as protect against dangerous species and illegal importations through the internet.

PAGE 13
OTHER PET FOOD (Continued)

France - Other Pet Food by Type: Value in US$ millions

Product 2005 2006 2007 2008 2009 2010
Bird Food 106 106 106 105 104 103
Fish Food 84 87 90 92 92 93
Small Mammal/Reptile Food 206 217 230 242 255 269
Other Pet Food 396 410 425 439 451 465
Source: Euromonitor, 2011.

France - Forecast Sales of Other Pet Food by Type: Volume in tonnes

Product 2011 2012 2013 2014 2015
Bird Food 10,852 10,640 10,417 10,173 9,919
Fish Food 2,780 2,800 2,827 2,858 2,896
Small Mammal/Reptile Food 45,723 47,859 50,276 52,880 55,656
Other Pet Food 59,355 61,299 63,519 65,911 68,471
Source: Euromonitor, 2011.

France - Forecast Sales of Other Pet Food by Type: Value in US$ millions
Product 2011 2012 2013 2014 2015
Bird Food 100 97 94 91 88
Fish Food 93 94 95 95 96
Small Mammal/Reptile Food 279 290 302 315 329
Other Pet Food 473 481 491 502 513
Source: Euromonitor, 2011.

According to Euromonitor, private label performed well in

2010, reaching a value share of nearly 10%. Its market share
increased thanks to a dynamic performance in terms of
products and value for money.

Private label is an expanding market, particularly in products

for small mammals and wild birds.

Source: Shutterstock.

PAGE 14
OTHER PET FOOD (Continued)

France - Bird Food Brand Shares % Retail Value Sales

Brand Company 2006 2007 2008 2009
Vitakraft Vitakraft SA 28.4 28.6 28.6 28.4
Riga Laboratoires Riga 5.1 5.1 5.1 5.1
Tyrol Agrobiothers SA - - 4.5 4.4
Aime Agrobiothers SA - - 3.4 3.4
Hagen Rolf C Hagen France 1.3 1.3 1.3 1.3
Tyrol Oxadis SA 4.4 4.4 - -
Aime Oxadis SA 3.5 3.4 - -
Private label Private Label - 2.2 5 9
Others Others 57.3 55 52.2 48.4
Total Total 100 100 100 100
Source: Euromonitor, 2011.

France - Fish Food Brand Shares % Retail Value Sales

Brand Company 2006 2007 2008 2009
Tetra Tetra Werke GmbH 49.6 51.5 51.6 52.3
Vitakraft Vitakraft SA 23.8 23.8 23.8 24.1
Riga Laboratoires Riga 9.3 9.5 9.6 9.8
Tyrol Agrobiothers - - 2.2 2.1
Aime Agrobiothers SA - - 1.3 1.3
Tyrol Oxadis SA 2.2 2.1 - -
Aime Oxadis SA 1.4 1.3 - -
Others Others 13.7 11.7 11.6 10.3
Total Total 100 100 100 100
Source: Euromonitor, 2011.

France - Small Mammal/Reptile Food Brand Shares % Retail Value Sales

Brand Company 2006 2007 2008 2009
Vitakraft Vitakraft SA 30.7 30.9 31.0 31.3
Riga Laboratoires Riga 18.4 18.5 18.4 18.1
Auchan Auchan France - 1.2 1.3 1.3
Tyrol Agrobiothers SA - - 1.3 1.2
Tyrol Oxadis SA 1.4 1.3 - -
Other Private Label Other Private Label - 10.2 11.1 12.0
Others Others 49.6 37.8 36.8 36.0
Total Total 100 100 100 100
Source: Euromonitor, 2011.

PAGE 15
NEW PET FOOD PRODUCTS

From January 2009 to December 2010, a total of 87 new dog and cat food products were
introduced into the market, of which 15 were private label food products. A breakdown of
new product launches by sub-category illustrates that wet cat food had the most launches with 23, followed
by dry dog food with 18 new product introductions.

Types of New Dog and Cat Food Products Entering the New Products Entering the French Retail Market,
French Retail Market in 2009-2010 January-May 2011

Number of Number of
Sub-Category Brand Type Sub-Category Brand Type
Variants Variants

Cat Food Dry Other 7 Cat Food Dry Other 2

Cat Food Dry Private Label 7 Cat Food Dry Private Label 2
Cat Food Wet Other 23 Cat Food Wet Other 4
Cat Food Wet Private Label 3 Cat Food Wet Private Label 1
Cat Snacks & Treats Other 4 Cat Snacks & Treats Other 1
Cat Snacks & Treats Private Label 2 Dog Food Dry Other 5
Dog Food Dry Other 18 Dog Food Dry Private Label 2
Dog Food Dry Private Label 5 Dog Food Wet Other 2
Dog Food Wet Other 7 Dog Food Wet Private Label 1
Dog Food Wet Private Label 2 Dog Snacks & Treats Other 4
Dog Snacks & Treats Other 6 Dog Snacks & Treats Private Label 2
Dog Snacks & Treats Private Label 3 Total Sample 26
Total Sample 87 Source: Mintel, 2011.
Source: Mintel, 2011.

The following are some examples of new products introduced to the French market in 2011.

Product Description

Marque Repère Lydog Aliment Complet pour Chiens (complete dog food) is a
light dog kibble with poultry, carrots and rice. This dog food is specially
formulated to help maintain an ideal weight. It contains 20% less fat than
Lydog Vitalité and is higher in protein. The product retails in a 4 kg pack.

Ingredients On Pack

Cereals (rice (1% minimum in the rice biscuits)), meat products, animal products
(poultry (4% minimum in the poultry biscuits)), vegetable origin products,
vegetable protein extracts, mineral substances, oils and fats, carrots
(4% minimum), additives (preservatives, colorants, antioxidants).

Company: Scamark
Brand: Marque Repère Lydog (Private Label)
Store Name: E.Leclerc
Date Published: June 2011
Pack Size: 4 kg / 8.82 lb
Price in local currency: € 4.91
Price in USD: $6.87
Source: Mintel, 2011.

PAGE 16
NEW PET FOOD PRODUCTS (Continued)

Product Description

Auchan Croquettes Fourrées au Boeuf, aux Carottes & aux Légumes Verts (kibble filled
with Beef, Carrots & Green Vegetables) are said to provide a complete nutrition for adult cats. They are
formulated with Opti Digest which is a mix of fermentable and non-fermentable fibres that contribute to a
better digestive transit and a healthy intestinal flora. The fibres are from vegetable origin such as
wholegrain wheat, wheat bran and corn. The product retails in a 2 kg re-sealable pack.

Ingredients on Pack

Cereals, meat and animal products (beef minimum 4% in the red biscuits, meat
minimum 4% in the filled biscuits), oils and fats, vegetable origin products, mineral
substances, vegetables (green vegetables 4% minimum in the green biscuits,
carrots 4% minimum in the orange biscuits), vegetable protein extracts, additives
(preservatives, antioxidants, colourants).

Company: Auchan
Brand: Auchan (Private Label)
Store Name: Auchan
Date Published: June 2011
Pack Size: 2 kg / 4.41 lb
Price in local currency: €2.79
Price in USD: $3.85

Source: Mintel, 2011.

Product Description

Canaillou Milky Boisson Lactée pour Chat & Chaton (milk for kittens and cats) is suitable for feline pets
aged six weeks and above. The product features a low lactose content and is enriched with
vitamins D3 and E, and taurine. It is said to be easier to digest than regular milk and retails in a
600 ml partially recyclable pack containing three, 200 ml bottles.

Ingredients on Pack

Milk and dairy products, vegetable by-products

Company: SCA Céréales et Dérivés

Brand: Canaillou Milky
Store Name: Intermarché
Date Published: April 2011
Pack Size: 3 x 200 ml / 3 x 6.76 fl. oz
Price in local currency: €1.49
Price in USD: $2.07

Source: Mintel, 2011.

PAGE 17
The Government of Canada has prepared this report based on primary and
secondary sources of information. Although every effort has been made to
ensure that the information is accurate, Agriculture and Agri-Food Canada
assumes no liability for any actions taken based on the information
contained herein.

Consumer Trends: Pet Food in France

© Her Majesty the Queen in Right of Canada,
represented by the Minister of Agriculture and Agri-Food Canada (2011).
ISSN 1920-6593
AAFC No. 11213E

Photo Credits
All photographs reproduced in this publication are used by permission of
the rights holders.
All images, unless otherwise noted, are copyright
Her Majesty the Queen in Right of Canada.

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please contact:
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Aussi disponible en français sous le titre :

Tendances de consommation : Aliments pour animaux de compagnie
en France