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PIF reveals first annual industry trends

The Pet Industry Federation has revealed the first annual trends within the £900 million pet food industry.

The PIF, in conjunction with GfK, collected over a year’s worth of data from pet and non-pet speciality stores, which shows that dog food accounts for three quarters of the sales value in a market now worth £0.9 billion.

With the assistance of PIF, GfK brought together multi-regional, independent and online pet retailers to give clear insights into the market.

Exciting trends in the UK’s pet food industry over the last 12 months that the GfK data has unveiled include:

1) The overall interest in ‘natural’ pet food increased over the last 12 months, but grain-free has remained stable.

2) Dog food sales for the natural food segment rose slightly during the year to almost half of the market. However, grain-free bucked the trend, indicating that natural and grain-free do not necessarily go hand in hand.

3) Natural pet food for cats was significantly lower than dogs at less than a quarter of the market, yet increased all the same. Grain-free remained steady at around a tenth of the market.

4) The dry dog food market rose in volume and value share throughout the year, taking share directly from wet food. When treats are excluded, dry food rose throughout the year to represent three quarters of the volume share.

5) Chicken has extended its position as the pet food flavour of choice, even more important than mixed varieties whose popularity declined during the year. Another popular flavour is turkey, which made up less than 10 percent of the market.

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