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 13th in Checkout Top 100 Brands, climbing to 12th place the following year and up to 11th in 2023.
2024 saw the category return to 13th position as the share of the top 5 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 rose to the top.
As customers know – shoppers don’t choose their favourite brands, the pet does!
Ireland’s Top 5 Pet Food Brands
Pedigree
Pedigree holds the top position in the category – as it did last year – but fell in the overall rankings by 12 places to 52nd position. 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 last year, Whiskas takes the second position as it tumbles seven places to 61 in the overall rankings. Owned by Mars Inc. – as Pedigree is – 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 72 in 2023 to 69 this year. Having only entered the top 100 in 2021, the cat food brand has seen a steady upward trajectory since then, holding its third position in the category this 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 this year, up from 98th position last year to 93rd in 2024. Also owned by Nestlé Purina, Bakers first entered the top 100 brands in 2023, jumping 11 places from 109 to 98. The brand makes ‘100% complete and balanced’ wet and dry dog food for puppies, seniors and adults.
Good Boy
Good Boy retains its number-five position within the Pet Food category for this year, though it is the only one in the list to not break 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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