SOUTH AFRICAN PET CARE INDUSTRY LANDSCAPE REPORT

PUBLISHED: JUNE 2020

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PET CARE INDUSTRY REPORT CLIENTS

The South African Pet Care Industry Landscape Report (173 pages) provides a dynamic synthesis of industry research, examining the local

and global Pet Care industry from a uniquely holistic perspective, with detailed insights into the entire value chain – from manufacturing to

retailing, market size trends, industry trends and innovations, industry drivers and challenges, and pricing analysis.

SOME KEY QUESTIONS THE REPORT WILL HELP YOU TO ANSWER:

For the Global Pet Care Industry Section:

o What are the current market dynamics of the Global Pet Care industry?

o What are the key markets within the Global Pet Care industry?

o What are the Global Pet Care industry trends, innovations and technologies, drivers, and challenges?

For the South African Pet Care Industry Section:

o What are the current market dynamics (market size, market value, market volumes): 2015-2019 Actual, 2020-2024 Forecasts?

o What are the South African Pet Care industry trends, innovations and technologies, drivers and challenges?

For the South African Pet Care Value Chain Overview Section:

o Who are the key players in the South African Pet Care value chain in terms of Pet Food, Pet Accessories, Pet Insurance and Pet Healthcare?

o Which Pet Care brands and products do the respective companies supply/manufacture/distribute?

For the South African Pet Care Retail and Pricing Analysis Section:

o Who are the key retail players (independent stores, online, and franchise pet stores) in the South African Pet Care industry?

o What are the prices of popular Pet Care brands (dry dog food, dry cat food, wet dog food, wet cat food, dog treats, and cat treats) across South African retail outlets?

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REPORT OVERVIEW

173-page report filled with detailed charts, graphs, and insights

2020 | 6

SCREENSHOTS FROM REPORT

The global Pet Care market reached a total value of

approximately US$164.7 billion in 2019 and is predicted to

reach a total value of US$227.1 billion in 2025, as illustrated

in the adjacent graph. The market is projected to grow at a

CAGR of 5.5% for the period 2020 to 2025 (previously 6.6%),

which includes a decline of -3.2% in 2020, due to the impact

of the COVID-19 global pandemic.

o The growth of the market has primarily been driven by the trend of pet

humanisation, with increasing numbers of consumers treating pets as a

family member.

o In addition, the Pet Care products market has been experiencing

consistent financial growth over the last few years, whilst the rising

number of e-commerce websites and retail stores, together with

increasing per capita income, are predicted to further fuel the growth of

this particular segment during the forecast period.

o Furthermore, mobile pet grooming in particular, is growing rapidly to cater

to busy pet owners and elderly consumers. This service is increasingly

being seen as essential for pets’ overall health and development, whilst

also reducing the stress often experienced in fixed Pet Care facilities.

o Additionally, as a result of urbanisation, individuals are increasingly being

required to live in smaller spaces, with smaller pets being more suitable,

and also more cost effective. As a result, small animals, such as cats and

dogs, are leading in terms of the Pet Care market.

o There has also been a significant increase in the demand for pet life

insurance, particularly amongst those owners with expensive pets, as well

as amongst farmers, who want to ensure that they retain the value of their

livestock. Increasing pet life spans, due to improving veterinary care, is

also likely to stimulate demand for pet life insurance going forward.

o However, despite the continued growth of the market, the impact of

COVID-19 is expected to pose a major growth challenge for the global Pet

Care market, particularly due to reduced consumer spending power in

2020, although the full impact is not clear at this early stage.

o In terms of market segmentation, the global Pet Care market is

segmented by Pet Type and Product Type. Pet Type is further segmented

into Dog, Cat, Fish, and Others, while Pet Product is further segmented

into Pet Food, Pet Care, and Grooming Products.

2020 | 7Source: PRnewswire; MordorIntelligence; Globenewswire; FlatIcon

164.7

227.1

0

50

100

150

200

250

2019 2025*

VALUE OF THE GLOBAL PET CARE MARKET: 2019 & 2025* (IN US$ BILLION)

*Forecast

SAMPLE FROM REPORTGLOBAL INDUSTRY OVERVIEW: PET CARE

Ice Cream and Frozen Yoghurt Pet Treats Gain Popularity

o Frozen pet treats are becoming increasingly popular in South Africa, with

more companies starting to offer frozen-style treats, as an alternative to

dry bones and biscuits. These frozen-style treats are designed to help

cool off pets during the summer heat, with many resembling human

desserts.

o In response to the increased popularity of frozen pet treats, various

companies have responded to this demand from pet owners. Examples of

these products include Cool Dogs Ice Cream, Pawsecco freeze pops, and

Slick Froyo, a frozen yoghurt treat for dogs, among others.

o Cool Dogs Ice Cream is an ice cream brand, especially for dogs, with its

ready-to-eat range known as Cool Dogs Twirlin’ & Lickin’. This range is

available in howlin hake, swishin' strawberry, and blastin' biltong flavours.

These products were created in conjunction with an animal nutritionist,

and provide pet owners with an alternative treat, to dry bones and

biscuits.

o Additionally, Cool Dogs also offers premade ice cream mixes, which can

be prepared at home. The Cool Dogs Shackin' & Lickin range is available

in vroomin’ venison and coconuts, as well as blastin’ biltong flavours.

o Furthermore, another company offering frozen desserts is Slick Froyo, a

frozen yoghurt treat for dogs made with a blend of double cream yoghurt,

fresh fruits and vegetables, as well as an additional dog-friendly super-

food unique to each flavour. Slick Froyo is available in banana, peanut

butter and flax seeds; mango, carrot and hemp seed powder, as well as

apple, spinach and spirulina flavours. 2020 | 8

Source: CD1; CD2; Slick1; Slick2; Pawsec1; Pawsec2; W&B

o Additionally, WOOF&BREW Pawsecco freeze pops are a frozen non-

alcoholic and grape-free ‘wine’ for cats and dogs. These treats are free

from sugar and salt, including ingredients such as elderflower, linden

blossom, and ginseng. Each box contains six pops which can be licked or

chewed by pets. WOOF&BREW’s alcohol-free pet drinks also include

Bottom Sniffer Beer Dog Treat, as well as Pawsecco Wine for Cats &

Dogs.

o Frozen pet treats offer South African pet owners a new way to spoil their

pets, helping them to cool off during the hot summer months. As such,

frozen dessert treats are likely to continue to trend in 2020.

SAMPLE FROM REPORTSA INDUSTRY TRENDS

✓ GPS Tracking Collars and Tags: GPS tracking collars and tags allow

pet owners to find missing pets with GPS technology. Many collars pair to

an app or smartphone and can alert pet owners if their pets are in danger.

✓ Examples of GPS Collars available in South Africa, include the

BLACK+DECKER Smart Dog Collar, the D35 Pet GPS GSM Tracker, and

the Pawscout Smarter Pet Tag, amongst others.

✓ Pet Cameras: This allows pet owners to keep tabs on their pets when

they are away from home. Many of these cameras include day-night

views, as well as motion sensor activations, and high-resolution images.

Some even include two-way audio-visuals, allowing owners to record and

share videos with their pets. Examples of pet cameras available in South

Africa include the VINSION HD 1080p Pet Camera, the Pet Monitor 720P

HD, and the TOOGE WIFI Pet Camera, amongst others.

o A wide variety of pet-focused technologies are available to South African

consumers. Through these technologies pet owners are able to monitor,

play with, and feed their pets, even when they are away from home.

Technologies Designed for Pet Owners Away from Home

o Several pet products and technologies are available in South Africa, which

are specially designed for pet owners away from home. These include

automatic feeders, microchip pet doors, GPS tracking collars, and pet

cameras, amongst others.

✓ Automatic Pet Feeders: Automatic pet feeders can be used to serve

pets dry pellets in specific amounts and at allocated times. This allows pet

owners to keep their pets to a specific feeding schedule, as well as

ensuring their pets are eating the correct amount.

✓ Examples of automatic pet feeders available in South Africa, include the

PetSafe Healthy Pet Simply Feeder, Hictop Automatic Pet Feeder, as well

as the WiFi Automatic Digital Pet Feeder, which includes a dry food timer

and a camera with a two-way video.

✓ Microchip Pet Doors: Microchip pet doors are particularly popular with

cat owners and include pet flaps in doors which are only accessible by the

pet’s microchips or microchipped collar. This allows pets to come and go

as they please, without owners having to worry about other animals

entering their homes.

✓ Examples of microchip pet doors available in South Africa, include the

Petsafe Microchip Cat Flap, the Pet Porte Smart Flap Microchip Cat Flap,

and the Identipet SureFlap Microchip Cat Flap or Pet Door, amongst

others.

2020 | 9Source: Getaway; Feeder1; Feeder2; Feeder3; Door1; Door2; Door3; Collar1; Collar2; Tag; Camera1; Camera2; Camera3; Image

SAMPLE FROM REPORTSA INDUSTRY INNOVATION AND TECHNOLOGY

2020 | 10Source: Grandeur; PackS1; PackS2; PackS3; Junior; Multistage; PicknPay; Value

SAMPLE FROM REPORTAFGRI: DOG FOOD BRANDS BRANDS/PRODUCTS

DOG FOOD

BRAND/PRODUCTIMAGE DESCRIPTION

JOCK Grandeur

A range of dry dog food rich in chicken and rice that is specifically formulated for the nutritional requirements of

large and giant dog breeds.

✓ Large Breed Adult: A dry dog food formulated for adult large and giant dog breeds. The product is available in

pack sizes of 18kg bags.

✓ Large Breed Junior: A dry dog food formulated for large and giant dog breeds from the age of eight months

up until adulthood. The product is available in packs sizes of 18kg bags.

✓ Large Breed Puppy: A dry dog food formulated for large and giant dog breeds in the first eight months of their

life. The product is available in pack sizes of 2kg, 7.5kg, and 18kg bags.

JOCK Junior

A dry dog food suitable for all puppies, growing dogs, late pregnant, and lactating dogs. The food is rich in

antioxidants, amino acids, omega 3 and 6, as well as chondroitin and glucosamine. The product is available in

pack sizes of 2kg, 8kg, and 20kg bags.

JOCK Multistage

A dry dog food that caters for the needs of adult dogs with an active lifestyle. The product also contains essential

omega 3 and 6 fatty acids, antioxidants, amino acids, as well as chondroitin and glucosamine. The product is

available in pack sizes of 2kg, 8kg, 20kg, and 40kg bags.

JOCK Pick n Pay

A dry dog food specially formulated and packed for Pick n Pay. The product is rich in protein and added essential

minerals and vitamins to address dogs’ nutritional needs.

✓ Adult: A dry dog food formulated for adult dogs. The product is available in pack sizes of 7.5kg and 15kg bags.

✓ Puppy: A dry dog food formulated for puppies. The product is available in pack sizes of 4kg and 7.5kg bags.

The product is available in pack sizes of 18kg bags.

JOCK Value

A value-for-money dry dog food that is specially formulated to maintain a dog’s health and build their muscle

strength. The product contains 10 essential amino acids, antioxidants, vitamins E and C, as well as essential

minerals. This product is available in pack sizes of 10kg, 25kg, and 40kg bags.

2020 | 11

SAMPLE FROM REPORTDRY DOG FOOD PRICING ANALYSIS

BRAND AND SIZE

Bob Martin6kg

(Adult)N/A R219.99 N/A R189.95 N/A

R179.99

(Special)N/A R209.99 N/A

Bobtail8kg

(Adult Large)N/A R162.99 R149.00 R139.95 N/A

R129.99

(Special) R159.99 N/A N/A

Bonzo 20kg N/A N/A N/A R279.95 N/A N/A N/A N/A N/A

Canine Cuisine6kg

(Puppy)N/A

R179.99

(Special) R220.00 R189.95 N/A R225.99 N/A R229.99 N/A

Complete

Classique7kg N/A N/A N/A N/A R164.95 N/A N/A N/A N/A

Dogmor8kg

(Adult)N/A R163.00 N/A N/A N/A N/A N/A N/A N/A

Epol8kg

(Adult)N/A R139.99 N/A R129.95 N/A R141.99 R139.99 N/A N/A

Eukanuba3kg

(Adult Large)R315.00 N/A N/A N/A R315.95 N/A N/A N/A N/A

This pricing analysis was conducted at retail stores, supermarkets, and pet stores during w/c 18 May 2020.

2020 | 12

TABLE OF CONTENTS

EXECUTIVE SUMMARY (3 Pages)

Global Industry Snapshot

South African Industry Snapshot

Industry Drivers and Challenges

1. GLOBAL PET CARE INDUSTRY (17 Pages)

1.1 Global Industry Overview: Pet Care: VALUE OF THE GLOBAL PET CARE MARKET: 2019 & 2025* (IN US$ BILLION) (Graph)

1.2 Global Industry Overview: Pet Food: VALUE OF THE GLOBAL PET FOOD MARKET: 2019 & 2023* (IN US$ BILLION) (Graph)

1.3 Global Market Environment

1.4 Global Key Markets: Regional Overview: GLOBAL PET CARE RETAIL SALES, BY REGION: 2019 (IN US$ MILLION) (Graph)

1.5 Global Industry Trends

1.6 Global Industry Innovation and Technology

1.7 Global Industry Drivers

1.8 Global Industry Challenges

2020 | 13

TABLE OF CONTENTS

2. SOUTH AFRICAN PET CARE INDUSTRY (29 Pages)

2.1 South African Industry Overview

2.2 South African Market Environment

2.3 South African Industry Market: South African Pet Care Market Definitions

2.4 South African Industry Market: South African Pet Care Distribution Channel Definitions

2.5 South African Industry Market Size: Pet Care Market (2015-2019): VALUE OF SA PET CARE MARKET: 2015-2019 (IN ZAR MILLION); SA PET CARE MARKET CAGR AND

TOTAL GROWTH (IN PERCENTAGE) (Graph And Table)

2.6 South African Industry Market Size: Pet Food Market (2015-2019: By Category): VALUE OF SA PET FOOD MARKET BY CATEGORY: 2015-2019 (IN ZAR MILLION)

(Graph)

2.7 South African Industry Market Size: Pet Food Market (2015-2019: By Sub-category): VALUE OF SA CAT FOOD MARKET BY SUB-CATEGORY: 2015-2019 (IN ZAR

MILLION); VALUE OF DOG FOOD MARKET BY SUB-CATEGORY: 2015-2019 (IN ZAR MILLION) (Graphs)

2.8 South African Industry Market Size: Pet Products Market (2015-2019: By Category): VALUE OF PET PRODUCTS MARKET BY CATEGORY: 2015-2019 (IN ZAR MILLION)

(Graph)

2.9 South African Industry Market Size Forecast: Pet Care Market (2020*-2024*): VALUE OF SA PET CARE MARKET: 2019 & 2024* (IN ZAR MILLION); SA PET CARE

MARKET VALUE FORECAST BY CATEGORY (IN ZAR MILLION) (Graph And Table)

2.10 South African Industry Market Volumes: Pet Food Market (2015-2024*): RETAIL VOLUME OF SA PET FOOD MARKET BY SEGMENT (2015-2024*) (Table)

2.11 South African Industry Market Distribution: Pet Care Market: CHANNEL DISTRIBUTION FOR PET CARE PRODUCTS: 2019 (IN PERCENTAGE); CHANNEL DISTRIBUTION

(2015 AND 2019) BY OUTLET TYPE (Graph And Table)

2.12 South African Industry Trends

2.13 South African Industry Innovation And Technology

2.14 South African Industry Drivers

2.15 South African Industry Challenges

2020 | 14

TABLE OF CONTENTS

3. SA PET CARE VALUE CHAIN OVERVIEW (81 Pages)

3.1. South African Pet Accessories Overview (4 Pages)

3.1.1 AKWA Products: Overview

3.1.2 Daro Pet Products: Overview

3.1.3 Marltons: Overview

3.1.4 Rogz: Overview

3.2 South African Pet Food Supplier Overview (46 Pages)

3.2.1 AFGRI: Overview

3.2.2 AFGRI: Dog Food Brands/Products

3.2.3 AVI-Products: Overview

3.2.4 AVI-Products: Dog Food Brands/Products

3.2.5 AVI-Products: Cat Food Brands/Products

3.2.6 Bob Martin (Martin & Martin): Overview

3.2.7 Bob Martin (Martin & Martin): Dog Food Brands/Products

3.2.8 Bob Martin (Martin & Martin): Cat Food Brands/Products

3.2.9 Complete Pet Food: Overview

3.2.10 Complete Pet Food: Dog Food Brands/Products

3.2.11 Complete Pet Food: Cat Food Brands/Products

2020 | 15

TABLE OF CONTENTS

3. SA PET CARE VALUE CHAIN OVERVIEW (CONTINUED) (81 Pages)

3.2 South African Pet Food Supplier Overview (46 Pages)

3.2.12 Hill’s Pet Nutrition: Overview

3.2.13 Hill’s Pet Nutrition: Dog Food Brands/Products

3.2.14 Hill’s Pet Nutrition: Dog And Cat Food Brands/Products

3.2.15 K-9 Pet Foods: Overview

3.2.16 K-9 Pet Foods: Dog And Cat Food Brands/Products

3.2.17 Mars Incorporated (Mars Africa): Overview

3.2.18 Mars Incorporated (Mars Africa): Dog Food Brands/Products

3.2.19 Mars Incorporated (Mars Africa): Cat Food Brands/Products

3.2.20 Montego Pet Nutrition: Overview

3.2.21 Montego Pet Nutrition: Dog Food Brands/Products

3.2.22 Montego Pet Nutrition: Dog And Cat Food Brands/Products

3.2.23 Omega Pet Food: Overview

3.2.24 Omega Pet Food: Dog Food Brands/Products

3.2.25 Promeal: Overview

3.2.25 Promeal: Dog Food Brands/Products

3.2.27 Promeal: Cat Food Brands/Products

2020 | 16

TABLE OF CONTENTS

3. SA PET CARE VALUE CHAIN OVERVIEW (CONTINUED) (81 Pages)

3.2 South African Pet Food Supplier Overview (46 Pages)

3.2.28 RCL Foods: Overview

3.2.29 RCL Foods: Dog Food Brands/Products

3.2.30 RCL Foods: Cat Food Brands/Products

3.2.31 South African Pet Food Manufacturers & Distributors: Other

3.3 South African Pet Healthcare Overview (7 Pages)

3.3.1 Ascendis Animal Health: Overview

3.3.2 Bayer Animal Health: Overview

3.3.3 Bob Martin (Martin & Martin): Overview

3.3.4 Boehringer Ingelheim: Overview

3.3.5 MSD Animal Health: Overview

3.3.6 Virbac South Africa: Overview

3.3.7 Zoetis: Overview

2020 | 17

TABLE OF CONTENTS

3. SA PET CARE VALUE CHAIN OVERVIEW (CONTINUED) (81 Pages)

3.4 South African Pet Insurance Providers Overview (24 Pages)

3.4.1 Bryte Insurance Company Limited: Oneplan Pet Insurance: Overview

3.4.2 Bryte Insurance Company Limited: Oneplan Pet Insurance: Product Information

3.4.3 Hollard Insurance Company: Absolute Pets Pet Insurance: Overview

3.4.4 Hollard Insurance Company: Absolute Pets Pet Insurance: Product Information

3.4.5 Hollard Insurance Company: Hollard Pet Insurance: Overview

3.4.6 Hollard Insurance Company: Hollard Pet Insurance: Product Information

3.4.7 Hollard Insurance Company: Paws24: Overview

3.4.8 Hollard Insurance Company: Paws24: Product Information

3.4.9 Hollard Insurance Company: Pet99: Overview

3.4.10 Hollard Insurance Company: Pet99: Product Information

3.4.11 Hollard Insurance Company: Regal Pet Health Insurance: Overview

3.4.12 Hollard Insurance Company: Regal Pet Health Insurance: Product Information

3.4.13 Hollard Insurance Company: Rogz Pet Insurance: Overview

3.4.14 Hollard Insurance Company: Rogz Pet Insurance: Product Information

3.4.15 Hollard Insurance Company: Solver Pet Medical Insurance: Overview

3.4.16 Hollard Insurance Company: Solver Pet Medical Insurance: Product Information

2020 | 18

TABLE OF CONTENTS

3. SA PET CARE VALUE CHAIN OVERVIEW (CONTINUED) (81 Pages)

3.4 South African Pet Insurance Providers Overview (24 Pages)

3.4.17 Oakhurst Insurance Company Limited: dotsure.co.za: Overview

3.4.18 Oakhurst Insurance Company Limited: dotsure.co.za: Product Information

3.4.19 Renasa Insurance Company Limited: CatSure And DogSure Pet Health Insurance: Overview

3.4.20 Renasa Insurance Company Limited: CatSure And DogSure Pet Health Insurance: Product Information

3.4.21 Renasa Insurance Company Limited: Medipet: Overview

3.4.22 Renasa Insurance Company Limited: Medipet: Product Information

3.4.23 Renasa Insurance Company Limited: PawPaw Pet Health Insurance: Overview

3.4.24 Renasa Insurance Company Limited: PawPaw Pet Health Insurance: Product Information

2020 | 19

TABLE OF CONTENTS

4. SOUTH AFRICAN PET CARE RETAIL & PRICING ANALYSIS (20 Pages)

4.1 South African Pet Care Retail Overview (8 Pages)

4.1.1 Absolute Pets: Overview

4.1.2 Animal Kingdom: Overview

4.1.3 Cat Box Pet Hyper: Overview

4.1.4 PETWORLD: Overview

4.1.5 VetsMart: Overview

4.1.6 South African Independent, Online And Franchise Pet Store Retailers: Other

4.2 South African Pet Food Pricing Analysis (12 Pages)

4.2.1 Pet Food Pricing Analysis: Dry Dog Food: Bob Martin, Bobtail, Bonzo, Canine Cuisine, Complete Classique, Dogmor, Epol, Eukanuba, Hill’s Science Plan,

House Brand, JOCK Pick n Pay, Montego Field + Forest, Montego Classic, Montego Karoo, Monty & Me, Omega, Pedigree Vital, Royal Canin, Ultra Dog, Vet’s

Choice, Vitagen

- Comparative Pricing at Absolute Pets, Checkers, Game, Makro, PETWORLD, Pick n Pay, Shoprite, SPAR, and Woolworths

4.2.2 Pet Food Pricing Analysis: Dry Cat Food: Bob Martin, Catmor 2-in-1, Complete Cat Food, Epol, Feline Cuisine, Hill’s Science Plan, House Brand, Iams

Proactive Health Indoor,Montego Classic, Monty & Me, PAMPER, Royal Canin, Ultra Cat, Whiskas Meaty Nuggets

- Comparative Pricing at Absolute Pets, Checkers, Game, Makro, PETWORLD, Pick n Pay, Shoprite, SPAR, and Woolworths

2020 | 20

TABLE OF CONTENTS

4. SOUTH AFRICAN PET CARE RETAIL & PRICING ANALYSIS (CONTINUED) (20 Pages)

4.2 South African Pet Food Pricing Analysis (12 Pages)

4.2.3 Pet Food Pricing Analysis: Wet Dog Food: Bobtail, Boss, Cesar, Complete Dog Tin Food, Epol, Hill’s, Science Plan, House Brand, Husky, Montego Classic,

Pedigree, Petley’s, Royal Canin

- Comparative Pricing at Absolute Pets, Checkers, Game, Makro, PETWORLD, Pick n Pay, Shoprite, SPAR, and Woolworths

4.2.4 Pet Food Pricing Analysis: Wet Cat Food: Bob Martin, Catmor, Complete Cat Tin Food, Hill’s Science Plan Kitten, House Brand, Montego Classic, PAMPER,

Petley’s, Royal Canin Ageing, Sheba, Whiskas

- Comparative Pricing at Absolute Pets, Checkers, Game, Makro, PETWORLD, Pick n Pay, Shoprite, SPAR, and Woolworths

4.2.5 Pet Food Pricing Analysis: Dog Treats: Bags O’ Wags, Beeno Crunchy Biscuits, Bob Martin Dentacare, Bobtail Biscuits, Canine Cuisine Biscuits,

Complete Snack-a-Chew, House Brand, Pedigree Dentastix, Royal Canin Educ

- Comparative Pricing at Absolute Pets, Checkers, Game, Makro, PETWORLD, Pick n Pay, Shoprite, SPAR, and Woolworths

4.2.6 Pet Food Pricing Analysis: Cat Treats: Nibbles Biscuits, Whiskas Trio

- Comparative Pricing at Absolute Pets, Checkers, Game, Makro, PETWORLD, Pick n Pay, Shoprite, SPAR, and Woolworths

2020 | 21

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