Harringtons raises market share in dry dog food sector

Harringtons has become the number one brand by value in dry dog food across UK supermarkets, 12 years after the brand first launched. 

The dog food company said it has now “continued to solidify” its position as a sector leader  with a 25% market share in the area. 

It comes as the group said there is a “huge potential” for growth outside the dry dog food sector, particularly in the wet tray market.

The group attributed its latest lead to sustained marketing activity which has reportedly “tripled” awareness in three years. In addition, the group now contributes over £4m in category growth. 

IPN marketing director Chris Wragg, said: “To reach the No 1 spot having only been launched in 2008 is a tremendous achievement.

“Harringtons’ positioning as an affordable premium food, bringing all the previously expensive and inaccessible benefits of natural and wholesome nutrition to the mainstream, has clearly resonated with pet owners.”

James Lawson, managing director, said: “Now with our #1 position in dry food, our strong expansion into wet food and our recent re-launch of our dry cat food business, I feel that we are well on the way to achieving Harringtons’ clear potential as true pet Master-brand spanning multiple categories and species.”