The Pet category has seen rapid and fundamental change over recent trading cycles. Once a stable category, anchored in ambient and dominated by a small number of large brands – the category has developed chilled/fresh and frozen offerings, each with a clear point of difference and value-added packaging.
Wider grocery trends towards provenance, named origin of protein, organic, and functional additives have also entered the category, as well as disruptive propositions such as vegan and vegetarian. Own label is an increasingly prolific player in the category and has shown that it can even reach into the top end, luxury parts of the category as well as the basic and standard tiers.
