2024年版加拿大宠物行业终极指南：全景深度解析报告（英文版）-尼尔森IQ

NielsenReserved

BeyondtheBowl:

TheUltimateGuidetothePetIndustryinCanada

2024edition

NIQprovidestheFullofconsumershoppingbehaviour

Howdoesitwork?

DataCollection

NIQcollectsPOSdatafromallthemajorretailersinCanada.Wethenharmonizetheinformationanddeliveritinthemostcomprehensiveway.

Reporting

NIQprovidesyouwithafullviewofthemarketplacethroughitsrobustand

tailoredOneShotreports.

Insights

Answerkeybusinessquestionsand

drivedeeperconversationswithretailersbytellingacompellingstorybackedbytrusteddata.

2

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NIQ2024ConsumerOutlookAssessment

Howmuch

pressurewill

consumer

walletsbeunder

in2025?

Whatdoesthis

meanforthe

Petindustry?

Howwill

consumers

respondin

2025?

3

©2024NielsenConsumerLLC.AllRightsReserved.

NIQ2024ConsumerOutlookAssessment

Section1:ConsumerUnderPressure

Howmuch

pressurewill

consumer

walletsbeunder

in2025?

Howwill

consumers

respondin

2025?

Whatdoesthis

meanforthe

Petindustry?

4

©2024NielsenConsumerLLC.AllRightsReserved.

Consumer.

Canadians’sentimentabouttheeconomy:Lukewarm

82%

thinkthecountryisina

recession

52%

thinktheCanadian

economyissetto

deterioratethis

year

46%

saytheyexpecttofall

behindfinancially

in2024

Source:

Canadianspessimisticabouteconomyin2024:survey|CTVNews

5

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Polarizedfinancialsituationsremain

46%ofCanadianconsumersfeelworseoff

Consumerfinancialposition

Sentimentyear-over-year(%respondents)

46%46%

42%

37%

18%18%

——15——%13%

Mid2022Jan2023Mid2023Jan2024

—WorseOff—BetterOff

Source:NIQConsumerOutlook2024,Canada

Q:Comparedtoayearago,isyourhouseholdbetterofforworseofffinancially

6

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●

Consumerscan’tescapethecost-of-livingcrisis

CausesofworseningfinancialsituationsamongCanadianconsumers

88%

Ofthe46%ofconsumerswhoareworseoffthisyear…

Increasedcostsofliving

87%88%

84%

78%

Mid2022Jan2023Mid2023Jan2024

39%

Economicslowdown

29%

Jobinsecurity/loss

29%

23%23%

18%

Mid2022Jan2023Mid2023Jan2024

39%

37%

34%

23%

Mid2022Jan2023Mid2023Jan2024

Source:NIQConsumerOutlook2024,Canada

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©2024NielsenConsumerLLCAllRightsReserved

64%

ofCanadianswhomust

renewtheirmortgagesin2024,

arestressedorverystressed

Source:

Canadianspessimisticabouteconomyin2024:survey|CTVNews

8

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Risingcostsoflivingremaintopofmindforconsumers

Concernsaboutgeo-politicalcrisisclimbtotheforefrontthisyear

Top10concernsamongCanadianconsumers

Rankingchangevs.Mid2023

1

Risingprices

50%=

same

2

Increasinghousingcosts

20%

Was#4

3

Increasingutilitybills

15%

Was#2

4

Globalconflict/crisisescalation

13%

was#9

5

Risinginterestrates

13%

Was#7

6

Abilitytoprovidebasicsforfamily

12%

was#8

7

Economicdownturn

11%

was#5

8

Globalwarming

11%

was#6

9

Self/Familywelfare/happiness

8%

was#10

10

Risingfuel/transportationcosts

8%

was#3

Source:NIQ2024ConsumerOutlookvsMid-Year2023Survey,Global

9

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©2024NielsenConsumerLLCAllRightsReserved.

97%

ofCanadianssaytheyare

concernedorveryconcerned(75$)

byrisingCPGprices

Source:2023Health&WellnessSyndicatedSurveyonNIQHomescanPanelQ33.Howconcernedareyouabout…|BASE:Totalrespondents(n=5408)

10

10

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Canadiansexpecttopaymoreformost

sectorsin2024

Priceincreasesforselectedproducts,forecastbyconsumersoverthenext12months

2023(Canada)

Leisure

Rent

Restaurants

Cars

Gas

Food

+9%

+9%

+9%

+7%

+6%

+6%

Canada

Source:BanqueduCanada,

CanadianSurveyofConsumerExpectations—FourthQuarterof2023-BankofCanada

11

PetNeedspricesaredeflatingsinceAugust2024

CanadaFMCGvsPetInflationRate

FMCGPetNeeds

7.1%

4.8%

4.8%

4.6%

3.5%

2.9%

2.0%

2.1%

1.0%

1.6%

-0.4%

-0.6%

Oct23Nov23Dec23Jan24Feb24Mar24Apr24May24Jun24Jul24Aug24Sep24

FMCGInflationRate

+1.0%

PetInflationRate

-0.6%

Pet-10

FMCG+3+2

%Chg.DollarsEQVol

Source:NIQRMS-NationalAllChannels-L12wksrollingPEMar302024.

12

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NIQ2024ConsumerOutlookAssessment

Section2:ConsumersResponse

Whatdoesthis

meanforthe

Petindustry?

Howwill

consumers

respondin

2025?

Howmuch

pressurewill

consumer

walletsbeunder

in2025?

13

©2024NielsenConsumerLLC.AllRightsReserved.

SavingmotivatorsforconsumersaroundtheworldGlobalCanada

Seeklowerprices>89%89%

Maintaining

Switchproducts/brand>74%74%

Reduceoverallspending

>72%78%

consumerandshopperloyaltywillbea

Switchstores>65%69%

challengein2025

Switchsize>

49%62%

Prioritizeneeds

>43%

43%

Source:NIQConsumerOutlook2024,Global

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SwitchingtoPrivateLabel

Consumersareseekingfordeals

Importance(%)ofPrivateLabelin$volume

PrivateLabelNationalBrands

Importance(%)ofPromoSalesin$volume

AnyPromoNoPromo

72%

28%

81%

19%

81%

19%

+0.6pt

+6.2pt+1.5pt

+0.1pt

55%

45%

PetCare

TotalSales

PetCareTotalSales

Source:NIQMarketTrack,NationalAllChannels,PetCare,52weeksendingSep2024.

15

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Reduceoverallspending

Spendingintentionsfornext12months

netchangeinspending(pt.change)

Prioritizeneeds

UtilitiesRent/mortgage

GroceriesandhouseholditemsPayingoffdebtTransportcosts

Healthcare

Education/childcare-self/children's Saving/Investments FinancialservicesHolidaysinternationalInhomeentertainment

Holidaysdomestic

Largedomesticappliances

Socializing(gatheringsfor…

Electronics/Technology

Holidaycelebrations/specialoccasions Salonbeauty/groomingSmalldomesticappliancesHomeimprovements/décor Fooddelivery/takeawaysOutofhomeentertainmentClothing/Apparel

-49

Outofhomedining/eating

26

23

8

.44

1

0-5-6

-19

-20

-21

-24

-25

-27

-27

-27

-29

-31

-36

-40

-41

FreshProduce

7

7

DairyDry/cannedgroceryproducts

1

Petproducts

0 -1l-2

-4

-5 -8 -15 -24-29-29

FrozenfoodsHomeessentialsHealth&wellness BabyproductsFreshMeat

Beverages-nonalcoholic

Personalandbeautycare

In-storepreparedmealsand/or…

SnacksandconfectioneryAlcoholicBeverages

13

Source:NIQConsumerOutlook2024,Canada

Changeinspendingcalculatedbysubtracting%ofrespondentswhoarespendinglessfrom%ofrespondentswhoarespendingmore

16

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Switchstores

DiscountvsConventional-$MarketShare

SharedtoNationalAllChannels(Canada)

DiscountConventional

44.9%

45.5%45.3%45.1%

446%

.

——.444%

42.2%42.4%

41.4%41.6%41.8%42.0%

Oct23Nov23Dec23Jan24Feb24Mar24Apr24May24Jun24Jul24Aug24Sep24

Source:NielsenIQMarketTrack|NationalAllChannel|TotalFMCG|Rolling52wksPEWESep2024

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Switchstores

Penetrationlevels-DOLLARSTORES

TotalCPG(Canada)

NationalMaritimes Quebec OntarioMan/Sask AlbertaBC

Under$20K $20K-$29.9K $30K-$39.9K $40K-$49.9K $50K-$69.9K $70K-$99.9K$100K-$124.9K$125K+

70%

80%75%

70%72%66%

62%

82%79%77%

77%75%69%

65%

60%

+2.2+2.5+2.7+1.2

+4.8

+1.6+3.1

+1.7-1.5

+3.6+2.9+3.3+4.4+4.3

+1.2

Source:NielsenIQHomescan,TOTALOUTLETS,TOTALCPSSALES-Latest52Weeks-WEOct0723

Dollorama’stopcategories

Topcategories-DOLLARAMA

Food

Stew&meatballentrees

Candyconfections

Gum

Pasta-c&b

Chocolate

Marketimportancevol.$(Canada)

Non-food

Candles-specialty

2Catlitterdeodorizers

Disposablelighters

Partysupplies&novelties

Cutlery-disposable

Source:NielsenIQHomescan,TOTALOUTLETS,TOTALCPSSALES-Latest52Weeks-WEOct0723

19

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Switchsize

Q.:“Whatactionshouldyourbrandstakeduringpriceincrease?”

49%

Offerlargereconomysizes

15%

Smallerpacksizesatlowerprices

7%6%

Reducesizetomaintainprice

Lowerqualitytomaintainprice

Source:ConsumerOutlook2024-Canada

BigbagsaretakingoverinDogFood

ImportanceinDogFood$sales(GB+DR+MM)

$SalesvsLY

BigBags+5%

35%

65%

Bigbags=10KGandmore.

Source:NIQMarketTrack,NationalAllChannels,PetCare,52weeksendingAugust2024

©2024NielsenConsumerLLC.AllRightsReserved.

NIQ2024ConsumerOutlookAssessment

Section3:ImpactonPetIndustry

Whatdoesthis

meanforthe

Petindustry?

Howwill

consumers

respondin

2025?

Howmuch

pressurewill

consumer

walletsbeunder

in2025?

22

©2024NielsenConsumerLLC.AllRightsReserved.

TotalCanada

Ontario

$5B

isthesizeofthe

CanadianPetCaremarket

Quebec

Alberta

BritishColumbia

Atlantic

Manitoba

Saskatchewan

$5,972

$2,446$1,103

$779$655$544l$243$188

23

Source:NIQOmniShopper,TotalOutlets,TotalShopers,PetFood+PetCarePEAug2024©2024NielsenConsumerLLC.AllRightsReserved.

MassMerchdominateswheniscomes$Sales

Channelsmarketshares-CanadaAug2024

MassMerch

PetStores

Groceries

WarehouseClub

DollarStores

GeneralMerch

37%32%

13%

8%4%4%

Source:NIQOmniShopper,TotalOutlets,TotalShopers,PetFood+PetCare,August2024

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ShareofBuyers

%ofbuyersperchannels-CanadaAug2024

Buyer$Value

AveragevalueofaPetCarebuyer-CanadaAug2024

TotalOutlets100%TotalOutlets$467

MassMerch70%

MassMerch

$246

PetStores45%

PetStores

$333

GroceriesWarehouseClub GeneralMerchDollarStores

56%32%

30%

GroceriesWarehouseClub GeneralMerchDollarStores

$104$121$58

$35

59%

Source:NIQOmniShopper,TotalOutlets,TotalShopers,PetFood+PetCare,August2024

25

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PetStoresgetfewertripsthanMassMerch

Averagenumberofoccasionsperbuyers-CanadaAug2024

MassMerch9PetStores7

Groceries8WarehouseClub4

GeneralMerch4

DollarStores6

Source:NIQOmniShopper,TotalOutlets,TotalShopers,PetFood+PetCare,August2024

26

PetFoodisveryimportantforgroceries

%ofPetFoodinTotalPetCare-CanadaAug2024

MassMerch

PetStores

Groceries

WarehouseClub

GeneralMerch

DollarStores

57%

72%

85%78%63%

59%

Source:NIQOmniShopper,TotalOutlets,TotalShopers,PetFood+PetCare,August2024

Dolla