Current market trends

New Zealanders have a very high involvement with cats and dogs. New Zealand's pet ownership statistics are one of the highest in the world. Over 48% of households own at least one cat and 20% own two or more, making it the highest cat ownership rate in the world. That is more than a million cats! Although there is a slight upward trend, this is minimal due to the already high penetration. Just over 29% of households own a dog. Ownership is reducing slightly . Medium and large breeds are most popular but there is a definite trend towards smaller breeds. In the prepared petfood market supermarkets dominate with 87% of the market. The rest is split between vet, pet shops and the rural sectors. The market information that follows is related to the supermarkets. The cat food market has a total volume of 31,198 tonnes at a value of $211.2 million. Of this: 46.1% is ambient (canned and pouches) declining 38.6% is declining 10.1% chilled, declining slightly 5.2% treats, growing The dog food market has a total volume of 40,538 tonnes at a value of $151.5 million. Of this: 32.5 % is chilled, declining 38.3% dry, steady 13.2% is ambient (canned and pouches), steady. 16.0% treats, growing strongly