EFPRA CONGRESS JUNE 2019 CONSUMER DEMANDS IN THE EUROPEAN PETFOOD INDUSTRY - PHIL JONES INGREDIENTS PROCUREMENT DIRECTOR NESTLE PURINA PETCARE ...
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EFPRA CONGRESS JUNE 2019
CONSUMER DEMANDS IN THE EUROPEAN
PETFOOD INDUSTRY
PHIL JONES
INGREDIENTS PROCUREMENT DIRECTOR
NESTLE PURINA PETCARE EMENA
Content • Nestle Purina – Who are we? • The Petfood Market • Key Trends – AOX, • How can EFPRA member support? • #Wearebetterwithpets
Content • Nestle Purina – Who are we? • The Petfood Market • Key Trends – AOX, • How can EFPRA member support? • #Wearebetterwithpets
NPP Built through acquisition of over 20 companies + 125 years
Nestle
1867 1985 1994 1998 2001
1985 1986 1988 1989 1990 1992 1997 1998 1999 2000 2006 2010 2013 2015
ASOLA MATZINGER SERTI Protinal La Junta
Norway Finland Venezuela Mexico
Germany
SOLIS (50%) USA USA
Marpet / JUPITER Bertin
Spain Multipet Supercoat
Arnott Austria / Hungary Brazil
Australia
South Africa
Dr. Ballard’s Harper EPOL (JV)
Australia Cargill
Petfood
1894 Canada
Allflex
New Zealand
South Africa
Petfood
Argentina
USA
Purina MATZINGER
Germany
(50%)
Superior
Brands
USA
Nestle Purina – Our Brands
Why are we passionate about our jobs in Purina??? We are owners ourselves….
Content • Nestle Purina – Who are we? • The Petfood Market • Key Trends – AOX, • How can EFPRA member support? • #Wearebetterwithpets
Dog/Cat Food and Snacks Globally is a CHF 75.9 bio Category
Global Dog and Cat Food Sales & Growth, 2014-2017
+5.4% 75% of this is
N.America and
64.8 EMENA region
28,1
26,7
25,4
24,1 Cat Food
Dog Food
45,1 47,8
40,7 42,7
2014 2015 2016 2017
The Petfood Market in EMENA region is worth 22Bio CHF
Fastest growing sectors are
13Bio CHF in Grocery Channel the Super and Ultra Premium
categories
7Bio CHF in Specialist Channel
Globally E commerce is predicted to
1.6Bio CHF via E Commerce grow from just over 3Bio CHF in 2016 to
over 10Bio CHF in 2022
Content • Nestle Purina – Who are we? • The Petfood Market • Key Trends • How can EFPRA members support? • #Wearebetterwithpets
Key Trends in the European Petfood Market
TRUST ULTRA PREMIUM CONVENIENCE/COST
Quality Personalised Amazon/Zooplus
Sustainable/Ethical Sourcing Locally sourced Pack sizes & format
Animal Welfare Organic Availability on Shelf
Transparency Wild/Ancestral Personalized Experiences
Fresh
Point of Difference
VarietyTrust - Quality
TRUST - QUALITY • Quality applies to the products sold and the ingredients used • One of the top issues on quality can be foreign body pieces – WOULD YOU WANT TO SEE THIS IN PRODUCTS YOU FEED TO YOUR PETS? Use of Social Media extends visibility of any consumer complaints
TRUST - What is being done?
Education and training - Visibility and corrective actions More Inspections
‘Hearts and Minds’
Technology
A big thankyou to the industry for the improvements we have already seenTrust – in the food industry Like any industry, Human or Petfood related , TRUST is only earned – headlines like these will affect customer perception of our industry
Trust - Responsible Sourcing and Cleaner Labels
Following the trends in human food industries, customers are wanting to know more.
Producers through the supply chain need to be more transparent
What ingredients are ‘No Nasties’
being used??
Do I share the values? Where do they come
from?
How are they grown or
raised?Sustainability trends in petfood follow human food trends….
• 81 days • Outdoor raised,
growth • local cereals
• 100% • non GMO
Italian
meat….
• MSC,
• ASC
• ‘North Atlantic’Petfood only mirrors what we want for our own foods
Ultra Premium Category = Choice…
Monoprotein/species
Fresh is popular
Natural
Origins and SpeciesUltra Premium = Choice…
Monoprotein/species
Grain Free, Soya Free
OrganicOther trends… Alternative Proteins 100% Vegetable based No By-products, High Meat
Convenience and Cost
Lifestyle and technology changes drive petfood shopping behaviours
Purchase decisions made online – with more information available to consumers
‘Food unique as your dog’
Pack formats and availability - Large cans to small pouches and then smaller again – always
availableTo summarise key consumer trends and concerns • Be good at the basics – Quality and Availability, Competitiveness • Sustainable or Ethical credentials – transparency in the supply chain • Consumers want to know businesses share their values • More demand for niche ‘ultra premium’ products - Fresh, Organic, Variety, Monospecies, Real meat • Convenience – rise of Zooplus and Amazon, smaller packs • Personalized experience – Tails.com
Content • Nestle Purina – Who are we? • The Petfood Market • Key Trends • How can EFPRA members support? • #Wearebetterwithpets
What are the opportunities and challenges for EFPRA members? Petfood is a successful and dynamic business, so far well supported by EFPRA members - we need to grow together… • How will you adapt to meet customer needs in the basics – Quality i.e. Foreign Body controls, availability • How can we work together on traceability and transparency to meet customer expectations • How will you embrace complexity – i.e. mono species meals and fats, No Nasties • What part will EFPRA members play in Innovation?
Content • Nestle Purina – Who are we? • The Petfood Market • Key Trends • How can EFPRA members support? • #Wearebetterwithpets
Something close to our hearts…..Pets at Work Scheme #wearebetterwithPets we are better with pets - you tube link
THANKYOU FOR YOUR ATTENTION AND THE
OPPORTUNITY TO ADDRESS THE CONGRESS!
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