This presentation contains detailed information about the current pet market scenario in South Africa. It includes total dog food sales, dog treat sales, pet population in South Africa and a lot more.

1. Dog food market
South Africa –
2017

2. MARKET INSIGHTS
Largest market in Africa.
Pet Specialty channels worth USD 143 million.
Differentiation and premiumization are driving
growth in South Africa’s pet food market.
Rise of pet anthropomorphism and humanization.
Owners are now looking for natural and high-
quality products for their pets.

3. MARKET OVERVIEW
Dog population, Dog trends

4. DOGS RULE THE REGION
2
9.2
Cats
Dogs
Population in million
South Africa has a dog population of 9.2
million.
Cats lag far behind with a population of 2
million (2014).

5. POPULAR DOG BREEDS IN THE EUROPEAN UNION
Rottweiler Golden Retriever Bull Terrier
Yorkshire Terrier Labrador Retriever Bulldog
1. 2. 3.
4. 5. 6.

6. CURRENT TRENDS
Current trends in the EU Dog-food market

7. SOUTH AFRICAN MARKET TRENDS
Human Grade
Premiumization
Natural and
organic
Grain free

8. PREMIUMIZATION
Premiumization is a key trend in the region.
Widespread attention to the health and well-
being of pets has led to the choice of high
quality food (premium foods)

9. HUMAN GRADE
Pet anthropomorphism has led pet parents to
feed their pets with food containing human
grade ingredients.
People are embracing a ‘Feed your dog what
you can eat’ mentality.
85% people consider pets to be a part of their
family.

10. NATURAL AND ORGANIC
Growing concern among people regarding their
pets’ health.
This has led to a good scope for natural and
organic pet foods.
Consumers are willing to pay way more for an
organic product now than in the past.
Natural pet food sales dominate 7% of pet food
sales and are growing at a YOY rate of 62%

11. GRAIN FREE
Not all dogs are immune to gluten. This gluten
allergy can lead to Celiac disease.
This has led to the increasing sales of grain-
free pet foods in the region.
With increasing pet anthropomorphism, more
owners are being aware about the disease and
are purchasing grain-free foods.
1% share in the total pet food sales but growing
at a YOY rate of 123%.

12. DOG FOOD AND TREAT SALES
Consumer Behavior, Retail sales

13. PETS ARE FAMILY
Pet owners agree that they don’t
feel alone when surrounded by
their pet.
85% 81%
Pet owners consider pets to
be a part of their family.
57%
Pet owners agree that
their pet is their best
friend.

14. DOG FOOD SALES
Dog food dominates 81% of the total pet food sales.
Market is moving towards Premium Food and Treats –
mostly towards healthy and natural.

15. DOG FOOD GROSSING MILLIONS
Market Size of USD 300 M in 2016
Estimated to gross USD 273.2 M by 2020
with 81% share in the market.
Growing with a value growth rate of 2%
243.0
247.9
256.0
264.5
273.2
2016 2017 2018 2019 2020
Retail market in USD millions

16. ZA; A PROMISING MARKET IN AFRICA
JAPAN
Dog population: 11m
Dog food market: US$ 1550 Mn
USA
Dog population: 77.8m
Dog food market: US$ 14.4 Bn
SOUTH AFRICA
Dog population: 9 m
Dog food market: US$ 247.9
Mn

17. DOG TREATS GROSSING MILLIONS
Dog Treats dominate 5% of all pet food sales
in South Africa.
USD 12.2 million sales in the year 2016.
The figure to reach 13.7 million growing at 2%
per annum with 5% market share.
12.2
12.4
12.80
13.20
2016 2017 2018 2019 2020
Dog Treat retail sales in USD million
13.70

18. SUMMARY
South Africa is home to 9.2 million dogs.
Dog food sales was USD 248 million in the year
2016.
Dog Treats share 5% of the market.
Market is moving towards Premium Food and Treats
– mostly towards healthy and natural.
9.2 million dogs in SA
Market Size of USD 248
Mn in 2016
Dog Treats share 5% of the
market.
7% share in the market.
YOY growth rate of 62%
1% share in the market.
YOY growth rate of 123%
Dog food dominates 81%
of the market

19. ABOUT DOGSEE CHEW
Dogsee Chew and its products

20. NATURAL TREAT FOR NATURAL LOVE
Dogsee Chew is made only from 4 ingredients –
Yak Milk, Cow Milk, Lime Juice and Salt.
These chews are healthy and human grade, and
are handcrafted in the Himalayas.
Dogsee treats are 3 times harder than bones.
Dogsee Chew is a 100% natural and human
grade product; free from grain, gluten,
preservatives and artificial flavoring.

21. HIMALAYAS TO DOGS OF THE WORLD
Currently the biggest pet food trends in the
United States; Premiumization and
humanization.
Consumption of organic foods and products
is the other trend.
Dogsee products are premium, human
grade, 100% natural and organic.

22. 22
For the Love of Dogs, Passion for All Natural Food, and Affinity to the Himalaya.
WHY DOGSEE CHEW?
ALL NATURAL PRODUCT
Dogsee Chew is the answer
to Liver & Oral problems – All
Natural Treat with hard chewy
texture.
These chews are successful
in US and have Global
appeal.
ORIGINATED IN HIMALAYA
Himalaya Yak/Cow Milk Chews
can only be manufactured in
Himalayan Region of Nepal,
Bhutan and Sikkim.
HIGH MORTALITY RATE
Globally about 70% Dogs
don’t live their full life and
die in between 8 to 10
years.
LIVER & ORAL PROBLEMS
Liver Problems come from high
intake of
preservatives/chemicals, while
Oral issues come due to lack of
hard chews for dogs.

23. GLOBAL PRESENCE
Sold in over 8 countries. Making millions of Dogs happy every day.

24. AWARDS & RECOGNITIONS

25. We work to better the life of Stray Dogs around the World.
We support adoption of Stray Dogs
through
We are friends of
We provide our treats for free to VOSD to feed
stray dogs.
So far, over 100 dogs has been adopted in Bangalore
through #BOTA. We are their proud partners.
AND, WE REALLY LOVE DOGS!!

26. TALK TO US
Shirish Ghimire
Marketing Manager
Dogsee Chew
Email:
shirish@dogseechew.com
We are looking for importers and distributors across South Africa. Drop an email

27. CONTENT CREDITS
Pet food trends shaping the world, GFK
Insight Survey, B2B Market Research

28. LIKED THE PRESENTATION?
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I would also love to hear your feedback.
Write to me at:
shirish@dogseechew.com
shirishghimire46@gmail.com