Sector Trend Analysis – Pet food trends in India

Pet population and ownership

The pet population in India has increased significantly by a compound annual growth rate (CAGR) of 11.7% from 22.1 million pets in 2018 to 38.5 million pets in 2023. The pet population is forecast to increase by an additional CAGR of 8.8% as the pet population is expected to grow to 58.7 million pets by 2028.

In 2023, dogs accounted for 87.4% of the pet population (33.6 million) while cats represented 9.5% (3.7 million). Cat ownership in India has historically been low however, recent social media campaigns efforts by major brands to spread awareness of the benefits of cat ownership has encouraged the Indian pet owner to become increasingly receptive to owning a cat (Euromonitor International; Pet Care in India, July 2023). Cats, as a choice of pet, did attain the largest CAGR of 16.0% in the historic period as the population increased from 1.7 million in 2018 to 3.7 million in 2023 and are expected to obtain the largest CAGR (9.4%) in the forecast period, as the population increases to 5.8 million by 2028.

India's dog ownership experienced a 7.1% increase in CAGR from 16.9 million households in 2018 to 23.9 million households in 2023, while the number of households owning cats also increased in growth by 5.6% from 1.3 million to 1.8 million during the same period.

Retail market size

Global retail sales overview of pet food (products)

Global retail sales of pet food have increased moderately in CAGR by 9.7% from US$84.4 billion in 2018 to US$134.0 billion in 2023 and are expected to increase at an additional CAGR of 6.7% as retail sales attain US$185.8 billion by 2028. The United States (U.S) was the largest global retail market for pet food with sales of US$53.2 billion (39.7% market share), followed by Brazil with values of US$8.0 billion (6.0% market share) and China, with retail sales of US$7.6 billion (5.7% market share) in 2023.

India was the twenty-eighth largest global retail sales market for pet food with values of US$629.6 million, representing a 0.5% market share in 2023. India experienced a significant increase in CAGR of 20.7% as retail sales grew from US$245.4 million in 2018 and are expected to further improve with the greatest increase in CAGR (15.0%) of the top markets in the forecast period, as retail sales are anticipated to reach US$1.3 billion by 2028. In comparison, Canada was the seventh largest retail sales market for pet food, accounting for a 3.3% retail sale market share with values of US$4.4 billion in 2023, representing an increase of 8.3% from US$2.9 billion in 2018. Similarly, Canada is also expected to achieve positive growth, increasing by 6.2% in the forecast period as retail sales attain US$6.0 billion by 2028.

Retail sales overview of pet food (products) in India

Pet care in India displayed strong value growth in 2023, driven by the pet humanisation trend and greater accessibility to pet food and pet products. Further, increasing awareness of the importance of good nutrition is set to advance growth in prepared dog and cat food, particularly for premium food (premiumization), as rising disposable incomes paired with premium products' nutritious ingredients and health claims, help strengthen product demand. Increasing inflation however, has also heightened demand for the mid-priced and economy segments of dog and cat food (Euromonitor International; Pet Care in India, July 2023).

The largest category of pet food in India, in terms of retail value sales in 2023, was dog food with values of US$539.0 million (85.6% market share) increasing in growth by 19.6% from US$220.3 million in 2018, followed by cat food with values of US$89.8 million (14.3% market share), representing the largest increase in CAGR (29.5%) from retail sales of US$24.7 million in 2018.

Growth in India's pet food as a category is expected to remain positive, at 15.0%, as retail value sales are projected to reach US$1.3 billion by 2028, as the Indian economy and consumer's standard of living continue to improve.

Competitive landscape

Mars Inc and Indian Broiler Group were the two largest pet food companies in India representing a combined market share of 66.9% in 2022. In terms of retail sales, Mars International India PVT LTD (Brand names; Pedigree, Royal Canin, Whiskas, Eukanuba, Sheba and Chappi) led sales, attaining values of US$281.5 million in 2022. The company's success is attributed to its wide distribution network and strong brand presence among local pet owners, providing consumers with various product pack sizes and formats according to pet and breed. Indian Broiler Group (Brand names; Drools and Purepet), India's second largest pet food company, attained retail values of US$79.2 million in 2022, strengthening its positioning in pet care by recently expanding its production capacity in India (Euromonitor International; Pet Care in India, July 2023).

Private label companies in comparison, continue to show a measured presence in the pet food market with retail sales of US$2.2 million (0.4% market share) in 2022, despite increasing in CAGR by 16.4% from retail sales of US$1.0 million in 2017.

Distribution channels

The majority of India's pet food market is distributed through non-grocery retailers (pet shops and superstores), representing US$312.0 million (49.6% market share), while remaining sales are distributed through non-retail (veterinary clinics) channels with values of US$199.6 million (31.7% market share) and retail online (e-commerce) channels representing US$91.5 million (14.5% market share) in 2022.

E-commerce sales have increased (accelerated initially by the pandemic) however, the channel is expected to remain relevant in the forecast period as leading manufacturers such as Mars and Royal Canin for example, are increasingly partnering with prominent e-commerce companies in India (Amazon, Flipkart and BigBasket) to sell their products and reinforce their online presence (Euromonitor International; Pet Care in India, July 2023).

Market segmentation

Dog food

According to Euromonitor International, the dependence on home-cooked food for dogs is great, especially amongst pet owners beyond tier-1 cities. As such, the percentage of pet owners that feed prepared food to their dogs remains low as most pet owners have limited knowledge of the nutritional requirements of their pets. To address this, leading manufacturers such as Mars (Pedigree, Eukanuba, Chappi) and Indian Broiler Group (Drools) have launched digital campaigns to educate customers about the nutritional requirements of dogs, and the benefits of prepared dog food. Further, the recent implementation (legislation) of the mandatory registration of household pets (to help mitigate pet abandonment and limit population), has served to create a greater awareness and appreciation for pet care, encouraging more pet owners to shift from home-cooked meals to prepared packaged food, which is set to continue to drive the growth of dog food (Euromonitor International; Dog Food in India, July 2023).

Dog food was the largest category in India's pet food market with retail sales of US$539.0 million (85.6% market share in 2023). The category grew significantly (19.6%) during the 2018-2023 period, increasing in retail sales from US$220.3 million in 2018. Dry dog food was the largest segment of the category with retail value sales of US$482.7 million (89.6% market share) in 2023. Of the dry dog food segment, all price point products performed well. Of note, economy food achieved the best performance, increasing in growth by 22.0% as retail sales increased from US$129.2 million in 2018 to US$348.7 million in 2023 (+18.2% from US$295.0 million in 2022), while mid-priced and premium also increased in growth by 19.8% and 15.5% respectively, from 2018 to 2023.

Dog treats and mixers also experienced significant growth (16.5%) from US$24.0 million in 2018 to US$51.6 million in 2023 (+11.9% from US$46.1 million in 2022), due to the pet owner's increasing intent to care for, and bond more with their dogs (Euromonitor International; Dog Food in India, July 2023). Relatedly, the disposable incomes of households in India grew by a CAGR of 10% from 2019 to 2023, increasing the pet owners' ability to spend more on their pets while positionings such as dental care, snacks and special rewards and treats have gained popularity. In addition, with increasing awareness for pet health care, pet owners are anticipated to seek natural and organic dog treats that are free from artificial ingredients, preservatives and fillers (Euromonitor International; Dog Food in India, July 2023).

The overall dog food market is forecast to remain positive with a CAGR of 14.3% as retail sales are anticipated to reach US$1.1 billion by 2028. In the dog food competitive landscape, Mars Inc (Brand names: Pedigree, Royal Canin, Eukanuba and Chappi) led sales with a market share of 51.7%, followed by Indian Broiler Group (Brand name: Drools) with a market share of 14.7% and Stylam Sydney (Brand name: Stylam) with a market share of 2.6% in 2023.

Leading manufacturers in dog food traditionally focused on limited dry food products however, as consumer awareness regarding the nutritional benefits of prepared foods is increasing, manufactures have expanded their product ranges to include a variety of price point products that correspond to different breeds and life cycles to meet consumer demand. In comparison, private labels held a measured presence in the market attaining a 0.5% market share in 2023.

Cat food

Traditionally, cats have not been a popular choice for pet owners in India. Recent social media influences and campaigns however, have since helped to alter the perceptions of cats as pets. For instance, Whiskas launched a campaign entitled 'Bring Home Curiosity' during the pandemic to eliminate perceived notions and superstitions surrounding cats and communicated the playful and curious nature of cats instead, which led to a higher adoption rate of cats in the last few years. Relatedly, manufacturers promoted awareness campaigns on various social media platforms to educate consumers of the nutritional requirements of cats, which has led more consumers to gravitate towards prepared food (Euromonitor International; Cat Food in India, July 2023).

Cat food was the second largest pet food category in India with retail value sales of US$89.8 million (14.3% market share) in 2023. The category grew significantly by a CAGR of 29.5% during the 2018-2023 period, increasing from retail sales of US$24.7 million in 2018.

Dry cat food was the largest segment in terms of retail sales, with values of US$79.9 million (89.0% of cat food market share) in 2023, increasing in CAGR by 28.4% from US$22.9 million in 2018, while wet cat food was the best performing segment as retail sales increased by 40.6% from US$1.8 million in 2018 to US$9.9 million in 2023. Sales of wet cat food are expected to be bolstered by the increase in demand for premium products, which prior to 2021, was absent (+35.0% from US$3.4 million in 2021 to US$6.2 million in 2023). Mars Inc in particular, has aided growth in this segment by launching Sheba (a premium wet cat food brand) in 2021, offering multiple products and flavour variants and textures, to be incorporated as a special occasion meal for cats, eaten in between regular dry cat food (Euromonitor International; Cat Food in India, July 2023).

Within the dry cat food segment, mid-priced food attained the largest retail value sales (US$50.1 million in 2023), while economy food experienced the best performance, increasing in growth by 43.9%% from US$3.4 million in 2018 to US$21.0 million in 2023 (+22.8% from US$17.1 million in 2022). Premium cat food has also experienced substantial recent growth, increasing 29.4% from US$6.8 million in 2022 to US$8.8 million in 2023.

The cat food market, though relatively nascent, is forecast to increase in growth by 19.2%, as retail sales are anticipated to reach US$216.2 million by 2028, as more companies expand their product portfolios to initiate product trials and ultimately strengthen regular consumption. In addition, with the expected continued growth in digital campaigns illustrating the advantages and nutritional requirements of cats as pets, the prospect of greater growth in cat food as a segment, is expected (Euromonitor International; Cat Food in India, July 2023).

In the cat food market competitive landscape, Mars Inc (Brand names: Whiskas, Royal Canin, Sheba and Iams) led sales with a market share of 56.1%, followed by Charoen Pokphand Group (Brand name: Me-O) with a market share of 16.9% and Indian Broiler Group (Brand names: Drools and Purepet) with a market share of 14.9% in 2023. Further, as cat food in India remains largely dominated by a few brands, acquisitions can intensify a brands exposure and address consumer need through a wide variety of portfolio products. Purina Pet Care India for example, experienced significant increases in sales (+110.0%) from 2021 to its acquisition by Nestlé India in July 2022, as Purina Pet Care now has access to a greater distribution network and marketing campaign (Euromonitor International; Cat Food in India, July 2023). Euromonitor International also notes the importance of veterinarians as a trusted source for cat health and nutrition information by owners. As such, those brands wishing to increase their exposure and sales to largely brand loyal consumers may consider working (partnering) with key veterinarians to access existing or new consumers (Euromonitor International; Cat Food in India, July 2023).

Other pet food

Other pet food grew a moderate rate of 9.9% from retail ales of US$0.5 million in 2018 to US$0.8 million in 2023. Pet owners who adopt other pets (namely birds, small mammals/reptiles and fish) are limited due to the number of authentic centres available for the adoption of these pets. In addition, consumers are not always aware of the legal procedures and processes required for adopting these pets, creating a barrier to their adoption. Of note, those who do adopt these pets are price-conscious and have a limited understanding of the nutritional requirements when selecting and buying food for their pets (Euromonitor International; Other Pet Food in India, July 2023).

Fish food was the largest segment of the other pet food category with retail sales of US$0.5 million (62.5% market share) in 2023, increasing in growth by 10.8% from US$0.3 million in 2018, while bird food was the best performing segment, increasing in CAGR by 14.9% from US$0.1 million in 2018 to US$0.2 million (25.0% market share) in 2023. Fish food remains dominant in the other pet food category due to the convenience and low maintenance aspects of owning a fish as a pet.

The other pet food market is forecast to increase at a growth rate of 10.2% as retail sales are anticipated to reach US$1.3 million by 2028. Other pet food as a category is expected to remain niche due to the inherent challenges of other pet adoptions as well as the proper identification of those legal other pets permitted to be adopted. For instance, some species of tortoise are not legal to own in India, as owning Indian star tortoises and red-ear sliders is banned under the Wildlife Protection Act. Since most consumers cannot differentiate between similar species, adoption and ownerships of other pets is expected to remain low in India (Euromonitor International; Other Pet Food in India, July 2023).

Other pet food remains a highly fragmented and competitive landscape. Tropical Industry (Brand name: Taiyo) led sales with a market share of 14.3%, followed by Vitakraft Pet Care GmbH & Co KG (Brand name: Sun Seed) with a market share of 14.3% and Pacific Blue Taiwan (Brand name: Toto) also with a market share of 14.3% in 2023. Pet shops and superstores are set to remain the most popular distribution channel going forward however, the convenience of e-commerce is likely to also remain relevant as an alternative source for other pet food distribution.

Trade overview

India pet food import requirements

To prevent the entry of any Exotic Livestock Diseases into India through the importation of livestock and livestock products, the provisions of the Livestock Importation Act, 1898, are in operation. (Food Safety Standards Authority of India [FSSAI], Government of India; Food Regulatory Portal - Regulatory Requirements and Procedure for Food Imports).

The import of livestock products to India are permitted and subject to Sanitary Import Permits (SIPs), as per the provisions of the Livestock Importation act, 1898. A Sanitary Import Permit is not a licence, but a certificate confirming India's sanitary requirements for livestock products including; meat and products of all kinds of including fresh, chilled and frozen meat, tissue or poultry, pig, sheep and goat, egg and egg powder, milk and milk products, bovine, ovine and caprine embryos, ova or semen; and pet food products of animal origin. (Food Safety Standards Authority of India [FSSAI], Government of India]; Food Regulatory Portal - Regulatory Requirements and Procedure for Food Imports).

Imports of animal and animal products are only allowed through the designated seaports/airports of Bangalore, Chennai, Delhi, Hyderabad, Kolkata, and Mumbai where animal quarantine and certification services are available. Imports of fish products are allowed through the seaport of Vishakhapatnam (in the State of Andhra Pradesh), Sea and airport of Kochi and the Land Custom Station at Petra pole (for imports from Bangladesh only). (Food Safety Standards Authority of India [FSSAI], Government of India; Food Regulatory Portal - Regulatory Requirements and Procedure for Food Imports).

(Excerpts from Pet Webinar; Pet Food Import Requirements - India, Dr. Mwate Mulenga, Counsellor Agriculture and Technical Specialist Abroad - CFIA, August 29, 2022)

Given the expected growth of the pet food market in India, Canadian producers have an opportunity to expand their exports and products within the Indian pet food sector. That said, it is important for Canadian suppliers to work closely with their importing partners and Trade Commissioners to understand and ensure that India's import requirements for their specific products are met.

India's pet food import market

India is a net importer of pet food. In 2022, India imported US$144.1 million (+33.6% in annual growth from US$45.3 million in 2018) and exported US$63.7 million in pet food, recording a trade deficit of US$80.4 million. The top three suppliers of pet food to India were Thailand with values of US$82.9 million (57.5% market share), followed by South Africa with values of US$20.4 million (14.2% market share) and Italy with values of US$10.5 million (7.3% market share). Canada in comparison, was India's eighth largest supplier of pet food providing US$2.3 million (1.6% market share) in 2022, representing a significant increase in annual growth (31.1%) from US$0.8 million in 2018. Of note, Italy and Thailand experienced the largest increases in annual growth (47.5% and 44.2% respectively) from 2018 to 2022, while France experienced a decline in annual growth (9.4%) during the same period. Indonesia has also experienced a substantial increase in annual growth (60.8%) as their pet food supply to India grew from US$2.9 million in 2021 to US$4.6 million in 2022. More recently, France and the United Kingdom have experienced positive growth (70.9% and 32.7% respectively), recording increases in their supply values from 2022 to year-to-date (October 2023).

Dog and cat food (HS code 230910) is India's largest pet food import with values of US$144.1 million, representing a 100.0% market share in 2022. Canary seed was imported in 2020 and recorded values of US$1,244.

Canada's performance

Canada's export market

Similar to India, Canada is a net importer of pet foods. In 2022, Canada recorded a pet food trade deficit of US$345.5 million with imports of US$1.3 billion, and exports valued at US$913.4 million (+10.9% annually from exports of US$604.4 million in 2018).

Canada's pet food exports to global markets included dog or cat food (HS code: 230910) with values of US$786.7 million (86.1% market share) and canary seed (HS code: 100830) valued at US$126.6 million (13.9% market share) in 2022.

The U.S was the largest market for Canadian pet food exports with values of US$382.3 million (41.9% market share) followed by China with values of US$93.5 million (10.2% market share) and Mexico with values of US$37.1 million (4.1% market share) in 2022. India in comparison, was the fortieth largest export market for Canadian pet foods with values of US$2.5 million (0.3% market share) in 2022, experiencing the largest increase in annual growth (31.5%) from US$0.8 million in 2018. Top global pet food supplying Canadian provinces were Ontario (41.9% market share), Alberta (26.0% market share), British Columbia (11.7% market share), Saskatchewan (10.0% market share) and Québec (9.7% market share) in 2022. Top pet food supplying provinces to India were Alberta (95.0% market share), Ontario (2.3% market share) Saskatchewan (2.0% market share) and Nova Scotia (1.0% market share) in 2022.

Product launch analysis

According to Mintel's Global New Products Database (GNPD), there were 1,139 new pet food products launched in India between January 2018 and October 2023. The number of yearly product launches has declined slightly in growth by a CAGR of 1.8% from 226 pet products in 2018 to 210 pet products in 2022.

Dog snacks and treats, and dog food dry, and wet, were top subcategories of newly released pet food product launches while vitamin/mineral fortified, no additives/preservatives and teeth and tartar prevention were top claims associated with new pet food products released during the prescribed period.

The companies with the highest number of new product launches were Abis Exports (77 products), followed by Mars Petcare (46 products) and Mars International (39 products). Just under half (46.9%) of the new product launches were new products (534 products) whereas 33.3% were new variety/range extension (379 products). Top packaging types included flexible stand-up pouch (445 products), flexible (388 products) and flexible sachet (103 products). Top flavours were chicken (201 products), followed by unflavoured/plain (155 products), tuna (45 products), milk (33 products) and chicken and liver (25 products).

Examples of new products

For more information

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For information on upcoming trade shows such as the India International Pet Trade Fair (IIPTF), please contact:

Nitin Verma [he/him]
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High Commission of Canada
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CanadainIndia.Agri@international.gc.ca

Resources

• Euromonitor International, 2023
  • Country Report: Pet Care in India, July 2023
  • Country Report: Dog Food in India, July 2023
  • Country Report: Cat Food in India, July 2023
  • Country Report: Other Pet food in India, July 2023
• FSSAI (Food Safety Standards Authority of India), Government of India; Food Regulatory Portal - Regulatory Requirements and Procedure for Food Imports)
• Global Trade Tracker, 2024
• Mintel Global New Products Database, 2024
• Pet Webinar; Pet Food Import Requirements – India, Dr. Mwate Mulenga, Counsellor Agriculture & Technical Specialist Abroad – CFIA, August 29, 2022

Sector Trend Analysis – Pet food trends in India
Global Analysis Report

Prepared by: Laurie Bernardi, International Market Research Analyst

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