According to a recently released report by First Research major companies include divisions of Nestle (Nestle Purina PetCare Company); Procter & Gamble (Iams); Colgate-Palmolive (Science Diet and Prescription Diet); Mars (Pedigree and Whiskas); and Del Monte (9Lives, Gravy Train, Milk-Bone, and Meow Mix).
Pet ownership drives demand. The profitability of individual companies depends heavily on effective marketing.
Large companies have advantages of scale in manufacturing, marketing, and distribution. Small companies can compete effectively by offering specialized products or by serving a local market.
Pet food manufacturing is capital-intensive; average annual revenue per employee is nearly $850,000. The pet food industry is highly competitive, with large companies spending millions on marketing to maintain share.
Diverse product portfolio
Major products are dry dog food, canned cat food, dry cat food, and canned dog food.
Dry dog food accounts for about 50% of industry revenue, canned cat food for less than 15%.
Dry foods include semi-moist products. Canned cat foods may be fish-based or meat-based. Other types of pet food include pet treats and food for birds; fish (fresh and saltwater); small animals; and reptiles.
The report (10 pages) can be downloaded from MarketResearch
at a cost of US$129.