PARIS: France is an important pet food market; valued at around $XX Billion in 2014 and is projected to grow at a rate of XX% to mature into a $XX Billion market by 2020. France has the largest pet population in Europe, with 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 one pet.
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. 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. 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. Organic products in pet food have suffered from a decreasing purchasing power due to high retail prices. The increase in consumption of foods with functional flavors is also an important driver for the market thereby leading to further product differentiation on these grounds.
The main constrain of the market is the regulatory framework of the EU which dictates rules on labeling, hygiene, and animal health to the industry, with specific import and export specifications. The growing incidence of pet obesity is causing most consumers to limit the calorie and food content; this is proving to be a dampener for the industry. The increase in demand for small pets is leading to a drop in the consumption of pet food. The changing urbanization trend wherein a large part of the population is moving to small apartments is driving this demand. Despite this the market is finding stability owing to the rise in per unit prices.
The market is segmented based on product type, pricing, by animal type, and by sales channel. Dry food is the largest segment accounting for a large part of total market share, followed by snacks and wet foods. 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. The free-from products such as grain free, soy free, and low grain products are gaining a major foothold in regard to the increasing health consciousness among consumers. Grocery outlets occupy a major share of the sales channels, with high projected growth for specialty outlets and online sales.
High disposable incomes and the increasing number of single- and two-person households drove the strong demand for premium pet products in France. The French market is highly consolidated with only a few companies occupying the market. The major producers are Nestle PetCare, Mars Petcare, Affinity Petcare, P&G Petcare, and Agrolimen. 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.
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