Fewer Homes, Bigger Baskets

Branded pet food has become a more regular part of household consumption. However, the category is evolving in a unique way.

Penetration stands at ~21%,

lower than previous years, indicating fewer households are feeding branded food to pets. Yet category

value has grown to ~Rs. 2338 Crores.

More Packs, Smaller Sizes

Consumption Spans Multiple Brands

Pet-owning households buy around three brands on average.

This shows that pet parents are trying different brands, formats, and propositions, to serve distinct needs such as staple nutrition, treats, and specialized care - along with a tendency to rotate products.

For instance, within the same household basket:

• Pedigree, Drools, Smart Heart, or Meat Up may serve as the staple diet.

• JerHigh, Chip Chops, Dogsee Chew, or Gnawlers may be used for rewards and indulgence.

• Hill’s, Vet-Pro, Pro Plan, or Royal Canin may be added for specific nutritional or health needs.

Dog Homes Versus Cat Homes

Dog-owning households continue to be in majority: ~60% of total value.

However, the balance is shifting.

Cat-owning households, though smaller in base, are growing steadily. Their value share has risen over the period:

Dual Pet Homes Vs Single Pet Homes

Pet Food Consumption Basket Analysis by Bintix shows that homes that have both a dog as well as a cat spend higher on dog food (1.5X) and buy more packs of cat food (2X) versus homes that own a single pet.

Unique Consumption Habits Of Pet Homes

Cross-Category Consumption Basket Analysis by Bintix shows that homes with pets are more likely to consume certain products, thus revealing their unique habits and lifestyle.

City Wise Trends

Among the six metros, Delhi and Bengaluru anchor the category, together contributing around half of total volume.