Pet care in 2025: The big picture
In 2025, the New Zealand pet care industry is poised to continue its growth, driven by the premiumisation and humanisation of pet care products. Consumer demand for high-quality, nutritionally rich pet food, featuring premium ingredients such as green-lipped mussels and king salmon, remains a significant market driver.
2025 key trends
The premiumisation of pet food remains a core trend, driven by rising consumer demand for superior ingredients and nutritionally rich offerings. Products incorporating local superfoods such as green-lipped mussels and king salmon are gaining traction, enhancing the health credentials of pet food while supporting New Zealand's premium positioning.
Competitive landscape
Mars remained the leading company within pet care overall in 2024, commanding a significant value share through brands such as Pedigree, Whiskas and My Dog. Nestlé, however, is rapidly closing the gap, with strong performances from its Purina and Oscar brands.
Retail developments
Grocery retailers remain the leading distribution channel within pet care overall in 2025, although their value share has declined slightly as consumers increasingly favour specialised pet shops for premium products and professional advice. Supermarkets, while historically strong in offering convenient, affordable products, have lost ground due to the decline of economy private label ranges and the rising preference for premium and functional products.
What next for pet care?
Value sales of pet care are forecast to rise over the forecast period. Growth will be driven primarily by premiumisation, with consumers continuing to seek higher-quality, functional and wellness-oriented pet products.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Pet Care industry in New Zealand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Cat Food
- Dog Food
- Other Pet Food
- Pet Products
If you're in the Pet Care industry in New Zealand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Pet Care in New Zealand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Pet Care in New Zealand?
- Which are the leading brands in Pet Care in New Zealand?
- How are products distributed in Pet Care in New Zealand?
- How is the rise of e-commerce impacting the retail environment and consumer engagement?
- How are fashions and values in human food echoed in food for pets?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
Pet Care in New Zealand
Pet care in 2025: The big picture
2025 key trends
Competitive landscape
Retail developments
What next for pet care?
DISCLAIMER
Cat Food in New Zealand
KEY DATA FINDINGS
Shifting consumer behaviour drives premiumisation and diversified product formats
Competitive dynamics shaped by Nestlé’s aggressive expansion
Supermarkets dominate while e-commerce grows modestly
Health-focused innovation to underpin steady market expansion
Gradual e-commerce expansion complements supermarket dominance
Innovation driven by natural ingredients and functional diets
Dog Food in New Zealand
KEY DATA FINDINGS
Premiumisation and supply shifts drive steady market growth
Competitive landscape shaped by premium positioning and wet food growth
Shift towards specialist channels and e-commerce diversification
Premiumisation and health-driven trends to support steady growth
E-commerce expansion to reshape shopping behaviour
Innovation focused on natural and personalised nutrition
Other Pet Food in New Zealand
KEY DATA FINDINGS
Growth remains subdued amid niche market limitations
Masterpet retains leadership, supported by Vitapet’s strong supermarket presence
Supermarkets dominate distribution, driven by convenience and affordability
Small mammals present modest growth opportunities
E-commerce growth remains steady but constrained
Innovation remains modest but aligns with broader pet industry trends
Pet Products in New Zealand
KEY DATA FINDINGS
Pet healthcare drives value growth in a maturing market
Masterpet maintains leadership across multiple segments
Distribution shifts towards specialisation and e-commerce expansion
Health and wellness to underpin steady market growth
E-commerce growth shaped by category-specific dynamics
Innovation fuelled by regulatory shifts and premiumisation
The following categories and subcategories are included:
Pet Care
-
-
-
- Cat Treats and Mixers
-
- Economy Dry Cat Food
- Mid-Priced Dry Cat Food
-
- Premium Therapeutic Dry Cat Food
- Premium Non-Therapeutic Dry Cat Food
-
- Economy Wet Cat Food
- Mid-Priced Wet Cat Food
-
- Premium Therapeutic Wet Cat Food
- Premium Non-Therapeutic Wet Cat Food
-
- Dog Treats and Mixers
-
- Economy Dry Dog Food
- Mid-Priced Dry Dog Food
-
- Premium Therapeutic Dry Dog Food
- Premium Non-Therapeutic Dry Dog Food
-
- Economy Wet Dog Food
- Mid-Priced Wet Dog Food
-
- Premium Therapeutic Wet Dog Food
- Premium Non-Therapeutic Wet Dog Food
-
-
- Bird Food
- Fish Food
- Small Mammal/Reptile Food
-
-
- Cat Litter
- Pet Healthcare
- Other Pet Products
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Pet Care research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!