Five years ago, the pet market saw a boom, as more people welcomed a new furry family member during lockdowns.
Following that initial boom, the pet care and food market has seen increased innovation and popularity.
As pets are welcomed as family members, there has been a growing interest in animal nutrition, with the rise of premiumisation and humanisation in pet food.
In 2021, the Pet Food category moved up one space, to number 13, in the Checkout Top 100 Brands, climbing to number 12 the following year, and up to number 11 in 2023.
The year 2024 saw the category return to the 13th position, as the share of the top five brands fell from 44.0% to 41.0% – suggesting a competitive market.
Published every August, the Checkout Top 100 Brands is based on branded value sales across the Irish grocery sector, making it the most accurate barometer of the biggest-selling brands in the marketplace.
In compiling the report, NIQ Ireland measured the sales performance of over 5,000 brands from over 200 product classes.
Limited shelf space in supermarkets has kept the pet care category competitive, but these five brands rose to the top.
As customers know, shoppers don’t choose their favourite brands – their pets do!
Ireland’s Top Five Pet Food Brands
Pedigree
Pedigree holds the top position in the category – as it did the year before – but it fell in the overall rankings by 12 places, to number 52. Despite this decline, the US-headquartered brand holds a very strong position, given the growing competitiveness of the category. Offering a wide range of pet foods, Pedigree remains the brand to beat in the Pet Food category.
Whiskas
Also holding its position from the year before, Whiskas takes the second-place position, as it tumbles seven places in the overall rankings, to number 61. Owned by Mars, Inc. – as is Pedigree – the cat food brand offers extensive dry and wet food options, as well as treats, so customers have plenty of options for their feline friends.
Felix
Unlike the top two in the category, Felix moved up the overall brand rankings by three places – from number 72 in 2023 to number 69 last year. Having only entered the Top 100 in 2021, the cat food brand has seen a steady upward trajectory since, holding its third-place position in the category last year. Nestlé’s Purina PetCare owns the brand, and it produces wet food in pouches and tins, as well as dry cat biscuits and treats.
Bakers
Bakers also moved up in the rankings last year, up from number 98 in 2023 to number 93 in 2024. Also owned by Nestlé Purina, Bakers first entered the Top 100 Brands in 2023, jumping 11 places, from number 109 to 98. The brand makes ‘100% complete and balanced’ wet and dry dog food for puppies and senior and adult dogs.
Good Boy
Good Boy retained its number-five position within the Pet Food category last year, though it is the only one on the list not to have broken into the top 100 overall brands. The UK company covers all manner of pet care – from food and treats to toys and accessories – making it a strong competitor in the ever-growing category.
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