Canada's dog food market has grown significantly in recent years and is projected to surpass $1.15 billion by 2020. Several trends are driving this growth, including premiumization and a focus on natural, human-grade ingredients as Canadian pet owners increasingly view their dogs as family members. While the total dog population has declined slightly, retail sales volumes and values have increased as owners spend more on high-quality foods and treats. Natural products containing minimal or no grains are especially popular. Dogsee Chew seeks to capitalize on these trends by introducing its premium, human-grade, all-natural chews made from yak and cow milk in the Himalayas to the Canadian market.

1. Dog Food
Market
Canada 2017

2. ABOUT CANADA
57% Canadians own pets. Dogs are the 2nd most
popular pets with 32% share.
Differentiation and premiumization are driving
growth in Canada’s pet food market.
Rise of pet anthropomorphism and humanization in
Canada.
Owners are now looking for natural and high-
quality products for their pets.

3. MARKET OVERVIEW
Dog population, Retail Sales, Volume Sales

4. DECREASING DOG POPULATION
According to the Canadian government, Canada
was home to 5.9 million dogs in 2014
Estimated to be about 5.7 Million in 2017.
The percentage of pet owners having dogs as pets
was 35% in 2011.
Down to 32% in 2014. Currently the downward
trend continues.

5. BUT INCREASING SALES
Since 2013, Dog Food market is expanding by
value and quantity.
Market is moving towards Premium Food and
Treats – mostly towards healthy and natural.

6. CROSSED BILLION DOLLAR MARK
-
200.00
400.00
600.00
800.00
1,000.00
1,200.00
2012 2013 2014 2015 2016 2017 2018 2019 2020
Market Size of Dog Food (in USD, Million)
Market Size of USD 945 M in 2014
Crossed Billion Dollar mark in 2017.
Estimated to be USD 1.15 B by 2020

7. 357 TONS BY 2020
327 Tons of Dog food sold in 2015.
The amount was 311 Tons back in 2011.
Estimated to reach 357 Tons by 2020
280000
290000
300000
310000
320000
330000
340000
350000
360000
370000
2012 2013 2014 2015 2016 2017 2018 2019 2020
Market size of Dog food (in 000s Tons)

8. WHERE CANADA STANDS
USA
Dog population: 77.8m
Dog food market: US$ 14,466m
Dog treat market: US$ 2733.3m
JAPAN
Dog population: 11m
Dog food market: US$ 1993m
Dog treat market: US$ 553m
BRAZIL
Dog population: 52m
Dog food market: US$ 6005m
Dog treat market: US$ 194.9m
CANADA
Dog population: 7.6m
Dog food market: US$ 966.42m
Dog treat market: US$ 227.7m

9. CURRENT TRENDS
Current trends in the Canadian Dog-food market, Experts’ take

10. What’s Hot in the Market
36%69% 57%82% 60%
Natural
Sustainable origin
Human Grade
Health Focus
Low in grain
Natural
Sustainable origin
Human Grade
Health Focus
Low in Grain

11. HUMAN GRADE
Rising pet anthropomorphism has led pet
parents to treat pets as members of their
families,
This has led pet parents to feed their pets with
food containing human grade ingredients.

12. NATURAL AND ORGANIC
…where preferences for natural health
products and nutritional ingredients are
growing.
This has resulted in a good scope for natural
and organic products.

13. PREMIUMIZATION
Premiumization is another trend popular in
Canada at present.
According to Euromonitor, this trend has led to
the rise of premium dog treats and foods in
Canada.

14. SUSTAINABLE ORIGIN
High demand for products that do not create
any negative socio-economic impacts during
production.
These products, upon disposal, do not create
any environmental impact.

15. LOW IN GRAIN
Not all dogs are immune to gluten. This gluten
allergy can lead to Celiac disease.
This has led to the increase in sales of grain
free products.

16. SCOPE OF DOG TREATS
Consumer behaviour, Sales, Retail Sales, Volume Sales,
Predictions,

17. DOGS ARE FAMILY
Dog owners are more likely
spend more to get high quality
foods for their dogs
86% 21% 79%
Dog owners consider dogs
to be a part of their family.
Dog owners purchase
treats for their dogs.

18. TREATS GROWING AT 3.9% CAGR
Source; Euromonitor International, 2016
In 2017 the sales reached USD 242.93m
By 2020, the sales is expected to rise to
USD 284.48m with a CAGR of 3.9%
0
50
100
150
200
250
300
2012 2013 2014 2015 2016 2017 2018 2019 2020
Retail sales of Dog treat in USD millions
In 2015, Dog treats were the top category
with a CAGR of 5%...
…Accounting for the sales to reach US$
218.6 million.

19. 15000 TONS BY 2020
The total dog treat sales in Canada was
13,320.6 tons in the year 2015.
The amount reached 13,947.5 tons in
2017
The predicted volume in 2020 is almost
15000 tons.
11000
11500
12000
12500
13000
13500
14000
14500
15000
15500
2012 2013 2014 2015 2016 2017 2018 2019 2020
Volume sales of Dog treat in 000s tons

20. "Consistent and pervasive consumer focus on
natural or organic ingredients in dog food is a
natural outcome and extension from a general
trend in health and wellness in Canadian society as
a whole and that has helped shape the growing
humanization trend in pet food," said the report,
titled "Dog Food in Canada.”
Intensifying Premiumization and Humanization
Observed at the National Pet Industry Trade Show
in Canada - September 30th,2016
“When we go to buy groceries for our family
we want all natural organic foods, healthy
foods, whole foods, and we're starting to see
those trends coming in with our pet foods as
well.”
WHAT EXPERTS SAY
- Dr. Jennifer Adolphe, Nutritionist, Petcurean
- Euromonitor International
- CBC News, Canada
86% percent of dog owners in Canada
consider dogs to be a part of their family.
- Canada Pet Market Outlook, 2014

21. ABOUT DOGSEE CHEW
Dogsee Chew and its products, Why will Dogsee succeed

22. 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.

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

24. 24
For the Love of Dogs, Passion for All Natural Food, and Affinity to the Himalaya.
WHYDOGSEECHEW?
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.

25. GLOBAL PRESENCE
After success in India, US, UK,
Japan, and Singapore, Dogsee
is planning to launch in Canada.

26. AWARDS& RECOGNITIONS

27. INTERESTED?? TALK TO US
Interested importers and distributors at Canada, find us here
Shirish Ghimire
Market Research Associate
Dogsee Chew
Email:
shirish@dogseechew.com
Purbali Das
International Business Director
Dogsee Chew
Email:
purbali@dogseechew.com

28. CONTENT CREDITS
Euromonitor International 2016,
2015
Canadian Pet Market Outlook 2014