Pet Food Market - India

May 2010
Executive Summary

Total market for pet food in India was valued at INR X mn in 20--; Expected to reach INR Y mn by
20-- at a CAGR of A%

Pet food market is categorised into three major segments
Market – Dog Food, Cat Food and Others including fish food, bird food and food for other animals

LE

The market is at a nascent stage in India but increasing pet ownership and humanisation trend
of pets has made the domestic market attractive with major focus on key urban cities

P
Drivers &
Challenges
Drivers:

SAM
• Low penetration of branded pet food
• Increasing pet ownership
• Increasing consumer awareness
Challenges:
• High import duties and frequent bans on
imports

• Increasing organized retail chains

Dominance of non-vegetarian dog food

Trends
Players providing customized products and services

Increasing promotional activities

Market is categorized by high influx of foreign brands

Major players like X and Y have a sizeable base of consumers in the Indian market
Competition
P food dominates the pet food segment

Players are devising product categories and services to increase their revenues

PET FOOD MARKET IN INDIA 2010.PPT 2

•Market Overview
•Drivers & Challenges
•Trends
•Competition
•Key Developments

PET FOOD MARKET IN INDIA 2010.PPT 3

 Pet food market in India is dominated by X food and with
changing outlook of pet owners it is set to grow rapidly
Overview Market Size & Growth
•Pet food market in India is at a nascent stage INR mn
with strong growth potential in the future 4,000
Y

E
•Changing outlook of people towards animals

L
and increasing ownership of pets is fuelling
growth in the market
P
3,000

2,000
X
A%

M
1,000
•Pet owners are now more willing to spend on

SA
pet diet and health which has led to a gradual
shift towards packaged pet food rather than
home cooked food
0
2008
Segmentation of Pet Food Market
Segment 3
2012e

•The market in India is largely concentrated on Segment 2 C%

dried and moist food B%
•Indian pet food market is dominated by P food
•Consumption of branded pet foods is
concentrated in urban towns and major cities
A%
Segment 1

Source:

PET FOOD MARKET IN INDIA 2010.PPT 4

 Large amounts of pet food is imported in India dominated
by premium brands from various countries
Overview - Import Import of Pet food
•India imports branded pet food from X and INR mn
other countries 250
s

E
•Due to the increase in the number of pets and 200 A%

L
r
growing health concerns, foreign brands are 150

readily entering the Indian market

MP
•Premium and sub-premium brands give the
100
50
p
q

based on quality and price

SA
consumers a choice of distinctive product

•Foreign manufacturers majorly focus on

0
2005-06
Major Brands Imported
2006-07 2007-08 2008-09

segmenting products according to the life- Brand 1 – Brand 2 –

Company 1 Company 2
stages and activity levels of pets to further
capitalize on the pets humanization trend
•Large variety of imported food products are
being offered like rolls, treats, in both wet and Brand 3 –
dry dog food categories Company 3 Brand 4 –
Company 4

Source:

PET FOOD MARKET IN INDIA 2010.PPT 5

Drivers & Challenges – Summary

Drivers

Low penetration of branded pet food

Challenges
Increasing pet ownership High import duties and frequent bans
on imports
Increasing awareness among pet
owners

Increasing organized retail chains

PET FOOD MARKET IN INDIA 2010.PPT 6

Key Trends – Summary

Dominance of non-
vegetarian dog food

Trends

Players providing
Increasing promotional
customized products and
activities
services

PET FOOD MARKET IN INDIA 2010.PPT 7

Players are stepping up services and product categories,
however the market is led by the P food players
Competition – Overview Share of Branded Dog food
• Market is categorized with high influx of foreign INR X mn Company 1
brands Company 2
• Pet food is prepared keeping in mind specific

E
Q%

L
requirements based on age, weight and activity

P
• X pet nutrition is the category catered for by most of
the players because majority of the pet ownership in P%
India consists of X

chews and bones

SAM
• Dog food includes treats and snacks such as biscuits,

• Online stores are gaining prominence over the period

2008

Players in the market

and strategies like home deliveries are being devised
Price Range
by players Company Brand
(INR/kg)
• The key market lies in the urban towns where people • Brand 1 •X–Y
are prone to own pets Company 1
• Brand 2 •P
• Advertising and promotional activities are also on the
Company 2 • Brand 3 •Q–R
rise to make consumers aware of brands
• Players are also offering related services in pet care Company 3 • Brand 4 • More than X
segments to win the consumers trust and confidence
Company 4 • Brand 5 •A

Source:

PET FOOD MARKET IN INDIA 2010.PPT 8

 Major Domestic Players (1/2)

Company Business Description

Company 1 • It is based in State 1

• Their production plant is located X kms from State 2
• Products include natural X food, dried Y chews, Z, dried A treats and rewards in India
• They also export pet food from India
Company 2 • It was formerly known as Company 3
• Established in 19-- and is a part of the X group
• Has primarily 3 divisions namely X, Y, and Z
• It has set up X as a separate division to control the pet food segment
• Has its manufacturing facility at state 1
• It tied up with Company 1 and Company 2 to further enhance its manufacturing range of pet
foods
• It operates A brands of pet foods with popular ones being ‘Brand 1’ and ‘Brand 2’
• Manufactures X pet food as well as Y pet food
Financials:
• Turnover of INR X mn and Profit after Tax of INR Y mn in FY09
• Turnover for pet food segment was INR A mn and Profit was INR B mn in FY09

Source:

PET FOOD MARKET IN INDIA 2010.PPT 9

 Thank you for the attention
The Pet Food Market - India report is a part of Research on India’s Food & Beverage Industry
Series.
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