Price war in UK

More than two thirds (67.7 per cent) of consumers surveyed by Conlumino stated that price is an important attribute when purchasing. This pales by comparison with the 91.6 per cent of consumers stating that the preference of their dog is important in buying pet food, however.
Indeed, many consumers visit pet stores, and specialists in particular, to receive advice and information. Pets at Home, the market leader in pet care, which positions its staff as pet experts, has grown its share by 2.9 per cent year on year to 19.6 per cent in 2014.
Greg Bromley, retail analyst at Conlumino, remarks however that "reflecting trends in the wider food and grocery market, growth in pet food - the largest component in the pet care sector - is being heavily impacted by lower inflation. This is being caused by the rising prominence of discounters and value players and the ensuing price war between the big four grocers."

The grocers dominate, with the big four holding a combined market share of 40.9 per cent. Their range depth and width, strong price perceptions and convenient accessibility make them especially relevant in the category of pet food, which is typically purchased alongside a weekly grocery shop. "In general, consumers shopping for their pets do so with price and convenience in mind, and the grocers can provide both these attributes," Bromley adds.

The dominance of the grocers, especially in the pet food category, is under threat with the rising prominence of the discounters, according to Conlumino. Value players such as Aldi and Lidl are now offering compact ranges of pet food at very low prices. Elsewhere, Poundstretcher has gone so far as to launch a dedicated pet care format in Pet Hut in order to gain a greater foothold in this market.

Meanwhile, the growing influence of pure online players such as Amazon and eBay, alongside an increasing number of dedicated online pet stores such as Zooplus and Pet Supermarket, is pushing prices down. Bromley adds: "These sites are especially appealing for those purchasing pet food in bulk, or larger pet care accessories, where online purchase and home delivery can be more convenient". Furthermore, Waitrose (waitrosepets.com) and Ocado (fetch.com) have recently launched dedicated pet care…