Webbox makes huge splash in pet market

Pet food brand Webbox said it has emerged as the fastest growing major pet brand in 2021, with one in four of all UK pet households purchasing a Webbox product last year.

According to the Kantar data for the 52 weeks ending on 26 December 2021, among the brands with an annual retail sales value of over £50 million, Webbox has seen the fastest growth rate.

Webbox was also the fastest growing Cat Brand in the top 10 at 33 per cent growth and is now the second largest Cat Treats brand in the UK, according to IRI data.

“We’ve seen huge success in Cat Treats, Webbox Lick-e-Lix Chicken flavour is the UK’s number one best-selling cat treat! In fact, we currently have seven of the top ten cat treats in the market,” commented Julie Butcher, Head of Marketing at Webbox.

Since the start of the pandemic, pet ownership has boomed with there now being 24 million cats and dogs as pets in the UK. This has contributed to the growth of the pet market, but Webbox said its successful growth has been driven by more than this alone.

“Lifestage specific products are a key growth area for our brand, puppy and kitten friendly products are essential to cater to customers at the very first stage of pet ownership and encourage customer lifetime value. Across the category, Kitten friendly products are showing +29% growth and Puppy products +22% growth,” Butcher said.

“All lifestage specific food is a in growth; In main meal, Webbox Naturals caters to kitten/puppy, adult and senior. Senior cat products shows +11% growth and Senior dog products +10% growth.”

Premiumisation is fuelling growth across the pet category, as well as the demand for natural products. “The Webbox Naturals range has seen 34% year on year growth, demonstrating the demand for more premium pet food with natural ingredients,” Butcher added.

The broad range on offer from Webbox coupled with its affordable price point have been the perfect recipe for growth, and the brand is set to grow further in 2022.