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Pet Care in New Zealand

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    Report

  • 49 Pages
  • May 2025
  • Region: New Zealand
  • Euromonitor International
  • ID: 2258454
In 2025, the New Zealand pet care industry is poised to continue its growth, driven by the premiumisation and humanisation of pet care products. Consumer demand for high-quality, nutritionally rich pet food, featuring premium ingredients such as green-lipped mussels and king salmon, remains a significant market driver. The market has witnessed a decline in economy-priced private label products, with a notable shift towards mid-priced and premium segments.

The Pet Care in New Zealand report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Pet Food, Pet Products.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Pet Care market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

EXECUTIVE SUMMARY
  • Pet care in 2025: The big picture
  • 2025 key trends
  • Competitive landscape
  • Retail developments
  • What next for pet care?
MARKET INDICATORS
  • Table 1 Pet Populations 2020-2025
MARKET DATA
  • Table 2 Sales of Pet Food by Category: Volume 2020-2025
  • Table 3 Sales of Pet Care by Category: Value 2020-2025
  • Table 4 Sales of Pet Food by Category: % Volume Growth 2020-2025
  • Table 5 Sales of Pet Care by Category: % Value Growth 2020-2025
  • Table 6 NBO Company Shares of Pet Food: % Value 2020-2024
  • Table 7 LBN Brand Shares of Pet Food: % Value 2021-2024
  • Table 8 NBO Company Shares of Dog and Cat Food: % Value 2020-2024
  • Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2021-2024
  • Table 10 Penetration of Private Label in Pet Care by Category: % Value 2020-2025
  • Table 11 Distribution of Pet Care by Format: % Value 2020-2025
  • Table 12 Distribution of Pet Care by Format and Category: % Value 2025
  • Table 13 Distribution of Dog and Cat Food by Format: % Value 2020-2025
  • Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2025
  • Table 15 Forecast Sales of Pet Food by Category: Volume 2025-2030
  • Table 16 Forecast Sales of Pet Care by Category: Value 2025-2030
  • Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2025-2030
  • Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2025-2030
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
DOG FOOD IN NEW ZEALANDKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Premiumisation and supply shifts drive steady market growth
  • Competitive landscape shaped by premium positioning and wet food growth
  • Shift towards specialist channels and e-commerce diversification
PROSPECTS AND OPPORTUNITIES
  • Premiumisation and health-driven trends to support steady growth
  • E-commerce expansion to reshape shopping behaviour
  • Innovation focused on natural and personalised nutrition
  • Summary 3 Dog Food by Price Band 2025
CATEGORY INDICATORS
  • Table 58 Dog Owning Households: % Analysis 2020-2025
  • Table 59 Dog Population 2020-2025
  • Table 60 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2020-2025
CATEGORY DATA
  • Table 61 Sales of Dog Food by Category: Volume 2020-2025
  • Table 62 Sales of Dog Food by Category: Value 2020-2025
  • Table 63 Sales of Dog Food by Category: % Volume Growth 2020-2025
  • Table 64 Sales of Dog Food by Category: % Value Growth 2020-2025
  • Table 65 Sales of Dry Dog Food by Life-Cycle: % Value 2020-2025
  • Table 66 Sales of Wet Dog Food by Life-Cycle: % Value 2020-2025
  • Table 67 NBO Company Shares of Dog Food: % Value 2020-2024
  • Table 68 LBN Brand Shares of Dog Food: % Value 2021-2024
  • Table 69 LBN Brand Shares of Dog Treats and Mixers: % Value 2021-2024
  • Table 70 Distribution of Dog Food by Format: % Value 2020-2025
  • Table 71 Forecast Sales of Dog Food by Category: Volume 2025-2030
  • Table 72 Forecast Sales of Dog Food by Category: Value 2025-2030
  • Table 73 Forecast Sales of Dog Food by Category: % Volume Growth 2025-2030
  • Table 74 Forecast Sales of Dog Food by Category: % Value Growth 2025-2030
CAT FOOD IN NEW ZEALANDKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Shifting consumer behaviour drives premiumisation and diversified product formats
  • Competitive dynamics shaped by Nestlé’s aggressive expansion
  • Supermarkets dominate while e-commerce grows modestly
PROSPECTS AND OPPORTUNITIES
  • Health-focused innovation to underpin steady market expansion
  • Gradual e-commerce expansion complements supermarket dominance
  • Innovation driven by natural ingredients and functional diets
  • Summary 2 Cat Food by Price Band 2025
CATEGORY INDICATORS
  • Table 19 Cat Owning Households: % Analysis 2020-2025
  • Table 20 Cat Population 2020-2025
  • Table 21 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2020-2025
CATEGORY DATA
  • Table 22 Sales of Cat Food by Category: Volume 2020-2025
  • Table 23 Sales of Cat Food by Category: Value 2020-2025
  • Table 24 Sales of Cat Food by Category: % Volume Growth 2020-2025
  • Table 25 Sales of Cat Food by Category: % Value Growth 2020-2025
  • Table 26 Sales of Dry Cat Food by Life-Cycle: % Value 2020-2025
  • Table 27 Sales of Wet Cat Food by Life-Cycle: % Value 2020-2025
  • Table 28 NBO Company Shares of Cat Food: % Value 2020-2024
  • Table 29 LBN Brand Shares of Cat Food: % Value 2021-2024
  • Table 30 LBN Brand Shares of Cat Treats and Mixers: % Value 2021-2024
  • Table 31 Distribution of Cat Food by Format: % Value 2020-2025
  • Table 32 Forecast Sales of Cat Food by Category: Volume 2025-2030
  • Table 33 Forecast Sales of Cat Food by Category: Value 2025-2030
  • Table 34 Forecast Sales of Cat Food by Category: % Volume Growth 2025-2030
  • Table 35 Forecast Sales of Cat Food by Category: % Value Growth 2025-2030
OTHER PET FOOD IN NEW ZEALANDKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Growth remains subdued amid niche market limitations
  • Masterpet retains leadership, supported by Vitapet’s strong supermarket presence
  • Supermarkets dominate distribution, driven by convenience and affordability
PROSPECTS AND OPPORTUNITIES
  • Small mammals present modest growth opportunities
  • E-commerce growth remains steady but constrained
  • Innovation remains modest but aligns with broader pet industry trends
CATEGORY INDICATORS
  • Table 36 Other Pet Population 2020-2025
CATEGORY DATA
  • Table 37 Sales of Other Pet Food by Category: Volume 2020-2025
  • Table 38 Sales of Other Pet Food by Category: Value 2020-2025
  • Table 39 Sales of Other Pet Food by Category: % Volume Growth 2020-2025
  • Table 40 Sales of Other Pet Food by Category: % Value Growth 2020-2025
  • Table 41 LBN Brand Shares of Bird Food: % Value 2021-2024
  • Table 42 LBN Brand Shares of Fish Food: % Value 2021-2024
  • Table 43 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2021-2024
  • Table 44 Distribution of Other Pet Food by Format: % Value 2020-2025
  • Table 45 Forecast Sales of Other Pet Food by Category: Volume 2025-2030
  • Table 46 Forecast Sales of Other Pet Food by Category: Value 2025-2030
  • Table 47 Forecast Sales of Other Pet Food by Category: % Volume Growth 2025-2030
  • Table 48 Forecast Sales of Other Pet Food by Category: % Value Growth 2025-2030
PET PRODUCTS IN NEW ZEALANDKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Pet healthcare drives value growth in a maturing market
  • Masterpet maintains leadership across multiple segments
  • Distribution shifts towards specialisation and e-commerce expansion
PROSPECTS AND OPPORTUNITIES
  • Health and wellness to underpin steady market growth
  • E-commerce growth shaped by category-specific dynamics
  • Innovation fuelled by regulatory shifts and premiumisation
CATEGORY DATA
  • Table 49 Sales of Pet Products by Category: Value 2020-2025
  • Table 50 Sales of Pet Products by Category: % Value Growth 2020-2025
  • Table 51 Sales of Pet Healthcare by Type: % Value 2020-2025
  • Table 52 Sales of Other Pet Products by Type: % Value 2020-2025
  • Table 53 NBO Company Shares of Pet Products: % Value 2020-2024
  • Table 54 LBN Brand Shares of Pet Products: % Value 2021-2024
  • Table 55 Distribution of Pet Products by Format: % Value 2020-2025
  • Table 56 Forecast Sales of Pet Products by Category: Value 2025-2030
  • Table 57 Forecast Sales of Pet Products by Category: % Value Growth 2025-2030