17th February 2022
Webbox is making a huge splash in the pet market as latest data reveals that Webbox was the fastest growing major pet brand in 2021[i]. The pet category has continued to grow over the past few years and Pets Choice, the manufacturers of Webbox, outperformed the total market growth in every time period in 2021[ii]. With 1 in 4 (25%) of all UK Pet Households purchasing a Webbox product in 2021[iii], this brand is not one to be overlooked.
Webbox was also the fastest growing Cat Brand in the top 10 at 33% growth[iv] and is now the 2nd largest Cat Treats brand in the UK[v].
Julie Butcher, Head of Marketing at Webbox comments, “Our Cat growth is largely impacted by our success in the Cat Treats category, Webbox Lick-e-Lix Chicken flavour is our top selling cat treat and the UK’s number one best-selling cat treat! [vi] Pet’s Choice currently have 7 of the top 10 cat treats in the market[vii] with other flavours of Webbox Lick-e-Lix and Tasty Sticks in this lineup.”
Since the emergence of COVID, pet ownership has boomed with a reported 3.2million households in the UK acquiring a pet since the start of the pandemic, with there now being 24 million cats and dogs as pets in the UK[viii]. The increased pet population is one factor that has led to the growth of the pet market as a whole, but Webbox’s successful growth ahead of other brands and the category as a whole has been driven by much more than this alone.
Butcher continues, “The Webbox range offers a large number of key product features that are in demand from consumers which has significantly contributed to our recent successes.”
“Lifestage specific products are a key growth area for our brand and the category as a whole, offering products that are puppy and kitten friendly is essential to cater to customers at the very first stage of pet ownership and encourage customer lifetime value. IRI data shows that kitten friendly products are +29% growth and Puppy friendly products +22% growth[ix]. The Webbox treat range has a large number of treats that are puppy and kitten friendly with these callouts on front of pack to make product choice easy for customers at shelf.”
But it’s not just the growth in puppy and kitten that has led to Webbox’s recent growth. Butcher continues, “All lifestage specific food is a key growth area; In main meal, Webbox Naturals offers kitten, adult, Senior 7+ and Senior 11+, as well as a choice of flavours within adult, to ensure the nutritional needs of a pet’s diet is met with Senior cat products showing +11% growth and Senior dog products +10% growth[x], this in combination with the boom in new pet ownership creating huge demand for Puppy and Kitten friendly products has created a huge focus on lifestage specific products.”
“We are also seeing premiumisation fuelling growth, the natural pet food category has been a growing trend in recent years and customers are much more informed about what goes into their pet’s food, and they want to be feeding their beloved pets the best quality foods. The Webbox Naturals range has seen 34%[xi] year on year growth, demonstrating the demand for more premium pet food with natural ingredients.”
She continues, “An additional trend is a desire for ingredients with added functional benefits, such as in the new Webbox Naturals Cat Sticks, we have added cat grass to one variant to aid digestion and malt to another to reduce furball formation. These value-added fortifications can influence the shopper’s purchasing decisions as they want to keep their pet in tip-top condition”
The broad range on offer from Webbox with its lifestage specific products, functional product benefits and a premium offering from the Webbox Naturals range, coupled with its affordable price point have been the perfect recipe for successful growth, and the brand is set to grow further in 2022.
[i] Source: Kantar Worldpanel, Total Pet Food (inc. Treats), 52 w/e 26th December 2021. ‘Major’ brand refers to industry-leaders with Retail Sales Value >£50M annually
[ii] Source: IRI data Major Mults & Retailers 52w/e 1st Jan 2022
[iii] Kantar Worldpanel online, 52 w/e 26th Dec 2021
[iv] Source: IRI Market advantage: Major Mults incl. Wilkinsons YTD to 4th Dec 2021
[v] Source: IRI Total Pet Outlets: Cat treats (excl PL) 52W/E 2nd Jan 2022
[vi] Source: IRI Market advantage: Major Mults incl. Wilkinsons YTD to 4th Dec 2021
[vii] Source: IRI Market advantage: Major Mults incl. Wilkinsons YTD to 4th Dec 2021
[viii] Source: PFMA annual Pet Population Data report, Kantar, 2021, https://www.pfma.org.uk/statistics
[ix] Source: IRI Market advantage: Major Mults incl. Wilkinsons YTD to 4th Dec 2021
[x] Source: IRI Market advantage: Major Mults incl. Wilkinsons YTD to 4th Dec 2021
[xi] Source: IRI Market advantage: Major Mults incl. Wilkinsons YTD to 4th Dec 2021
