Niq Global Intelligence Plc · NYSE:NIQ

Niq Global Intelligence — Global Pet Expo 2025

48 slides from Niq Global Intelligence's conference presentation, Mar 26, 2025

Slide 1: The Full View of the Pet Industry
The Full View of the Pet Industry: A comprehensive analysis of consumers and product trends Wednesday, March 26th, 2025 11:00-11:45am Hannah Polk & Sam Smith © 2025 Nielsen Consumer LLC. All Rights Reserved. © 2025 Nielsen Consumer LLC. All Rights Reserved.
Slide 3: NIQ provides the Full View of the total pet market
NIQ provides the Full View of the total pet market The only holistic view of pet available in the industry Complete pet channel measurement The only complete pet channel measurement available in the industry across the total store including pet food, treats, consumables, hardlines, and supplies. Exp
Slide 4: Agenda
A Global Purr-spective Pet parents and the U.S. Omni marketplace Tik Tok-ing about Pet Online Agenda Trends we can wag about for 2025 Fur-tastic ingredients for our Pets Key Takeaways © 2025 Nielsen Consumer LLC. All Rights Reserved. 4
Slide 6: Pet Care growing across the globe with more than half of the growth contributed by Europe
Pet Care growing across the globe with more than half of the growth contributed by Europe Europe North America +52% +33% Africa Region = Value Latin Middle Asia America East Pacific +xx% Contribution to global growth +6% +9% +1% © 2025 Nielsen Consumer LLC. All Rights Reserved.
Slide 7: The Pet Home is changing
The Pet Home is changing Global Pet More Cats lead Back to (new) Population households the way normal 1 1 in 4 Rise in pet Increased pet Billion ownership households mix of Pets Pets globally* include a Cat Source: *GlobalPETS, GFK Consumer Life © 2025 Nielsen Consumer LLC. All Rights Reserved.
Slide 8: Pet and Cat ownership is at the highest it's been in a decade
Pet and Cat ownership is at the highest it’s been in a decade % Households with Pet Change in the last 5 years 56.1% In absolute percentage point change 51.5% 52.2% 2020 2021 2022 2023 2024 33.1% 33.2% Dog 30.5% 27.3% Cat 23.6% 21.6% Fish 12.8% 9.6% 9.2% Bird 6.0% 5.8% 5.7% Other Any pet Source: GFK
Slide 9: Pet Parents and their shopping habits
Pet Parents and their shopping habits Pet shoppers globally Shop pet once every Every trip they spend and buy +1.2 mil ~2-3 US$17 3-4 units new buyers across 18 markets weeks $ KG per Unit Source: NielsenIQ HomeScan data as of Q3 2024, represents 18 markets (AU, BR, CL, FR, DE, HK, IT, MX, PT, PR, S
Slide 10: Lock-in the fewer, bigger shops online
Lock-in the fewer, bigger shops online Compared to all outlet types, per buyer … 1/4 of Bigger shop More volume +1 more unit per trip trips 2x the $ value 3x the volume per unit Online Shopping KG per Unit Source: NielsenIQ HomeScan data as of Q3 2024, represents 16 markets (AU, BR, CA, CL, DE, ES,
Slide 11: Promotions are shoppers' #1 saving strategy
Promotions are shoppers' #1 saving strategy, maximize retail success by harnessing multi-faceted promotions Global FMCG - Top 10 consumer saving strategies Bulk packs a common theme in top selling pet Buy whatever brand is on promotion 36% Promotions products (in volume) during rank #1 Switch to a l
Slide 13: Total Pet grew in 2024 but thanks only to online driving a strong ~9% trend
Total Pet grew in 2024 but thanks only to online driving a strong ~9% trend Total Pet Care 60% 40% -1.8% vs YAG $83.6B +8.8% vs YAG +2.2% vs YAG Total US – In Store Total US - Online B&M retailer sales for Pet Care Online sales for Pet Retailers inclusive Total US Omni of Pureplay 52 WE 12/28/2024 S
Slide 14: Flattening unit sales trend in B&M is a positive sign for Pet Care
However, the flattening Unit sales trend in B&M is a positive sign for Pet Care Total Pet Care 79% 21% -0.3% vs YAG 8.9 B +6.5% vs YAG +1.0% vs YAG Total US – In Store Total US - Online B&M retailer Unit sales for Pet Care Online Unit sales for Pet Retailers inclusive Total US Omni of Pureplay 52 WE
Slide 15: Departments across total store continue strong Online growth in 2024
Departments across total store continue strong Online growth in 2024, with In- Store mostly flat to down Total US omni dollar sales by department In Store $ % Online $ % Department change vs YAG change vs YAG $83.6 BN Human Food +1.4% +18.2% Gen Merch (3.4%) +15.1% Health & Beauty +1.1% +17.8% House
Slide 16: All departments saw their share of Online grow
In fact, all departments saw their share of Online grow, with most up 2 pts or more Total US in store vs online dollar share Department Online $ Shr change vs YAG 10% 5% 24% Human Food +1.3 pts 46% 40% 48% 67% Gen Merch +4.0 pts 90% 95% Health & Beauty +3.8 pts 76% 54% 60% Household Care +3.1 pts 52
Slide 17: Core Cat categories and Fresh/Frz Wet Dog are growing dollars across Omni
Core Cat categories and Fresh/Frz Wet Dog are growing dollars across Omni Total omni dollar sales by pet care category (Bubble size is total US omni dollars) In store dollar % trend (15.0)% (10.0)% (5.0)% 0.0% 5.0% 10.0% 15.0% 20.0% 50.0% Growth online & in store Growth online decline in store Beddi
Slide 18: Almost 80% of all Pet Care dollars come from true Omni-shoppers
Almost 80% of all Pet Care dollars come from true Omni-shoppers Where are Total Pet Care buyers making their purchases? % of Buyers: 37.4% (-2.2 pts) Exclusively Omni Exclusively % of Buyers: 3.9% (+0.7 pts) buy In-Store Buy % of Dollars: 17.4% (-1.8 pts) % of Dollars: 3.2% (+0.7 pts) In Store + Onl
Slide 19: Over half of Pet parents still shop only traditional B&M for Pet Food
However, over half of Pet parents still shop only traditional B&M for Pet Food Where are Pet Food buyers making their purchases? % of Buyers: 51.3% (-2.6 pts) Exclusively Omni Exclusively % of Buyers: 3.9% (+0.5 pts) buy In-Store Buy % of Dollars: 31.7% (-2.3 pts) % of Dollars: 4.1% (+0.5 pts) In St
Slide 20: When shopping Online pet parents who Subscribe are driving more dollars
$200,000,000 $300,000,000 $400,000,000 $500,000,000 $600,000,000 $700,000,000 $800,000,000 $900,000,000 $1,000,000,000 1/1/2020 2/1/2020 3/1/2020 (5 years by monthly periods) 4/1/2020 5/1/2020 6/1/2020 7/1/2020 COVID spike of March-2020 8/1/2020 9/1/2020 10/1/2020 11/1/2020 Total e-commerce pet food
Slide 22: How TikTok Shop can benefit all parties
How TikTok Shop can benefit all parties There are a few 4 main ways to participate in the e-commerce platform Seller Creator Partner Shopper TikTok Shop enables TikTok Shop allows TikTok Shop inspires brands to showcase creators to spotlight TikTok Shop shoppers through and sell products for and pro
Slide 23: How does TikTok Shop's low prices affect their sellers?
It doesn’t! TikTok basically reimburses the seller for the discount amount Seller still receives full price of the item even if the customer paid less How does TikTok Shop’s This reimbursement is reflected in the seller's payout statement low prices affect their sellers? The seller can control their
Slide 24: Most users are utilizing the platform to make their purchase decisions
Most users are utilizing the platform to make their purchase decisions 70% 3 in 4 83% of TikTok users discover new TikTok users are likely to say that TikTok plays a role in brands and products on buy something while using purchase decisions3 TikTok1 TikTok2 Sources: https://business.tiktokshop.com/
Slide 25: Pet sales on TikTok exploded in 2024
Pet sales on TikTok exploded in 2024, with Supplies alone driving ~93%. TikTok Pet Care $ Sales YoY $158 MM Scooper with Bags Moving Crab Toy Slow Release Leash & Water Bowl Electronic Paw Water Bowl Cleaner $34 MM $7.1 MM $4.3 MM $18 K $182 K $632 K Supplies Treatments Food 2YAG YAG L52w/e 02/22/25
Slide 26: Accessories, Grooming, and Toys make up over 80% of Pet sales on TikTok
Accessories, Grooming, and Toys make up over 80% of Pet sales on TikTok TikTok $ Share by Pet Category 3% Top 6 Pet 3% %$ Chg vs YAG Categories Pet Accessories +654% 4% Grooming +148% Moving Crab Toy 11% Electronic Paw Toys +273% Cleaner 51% Leash & Water Bowl Housing +345% Medicine +4,275% 19% Beds
Slide 28: Consumer Price Index slowing for Pet Products while Services continue to increase
Consumer Price Pets + Pet Services Index slowing Pet Products Including Vet year-over-year for -0.9% vs +6.2% vs Pet Products -0.4 pt vs Nov ‘24 LY +0.1 pt vs Nov ‘24 LY while Services Pet Pets, Supplies Pet Vet continue to Food* & Accessories* Services* Services* increase -1.7% +1.5% +11.5% +6.2% -
Slide 29: Price changes eased across total store in 2024
Price changes eased across total store in 2024, with most seeing 1.5% or less Total Store Department Avg Unit Price Inflation Heat Map Seafood (1.1%) Meat Deli Bakery +3.7% (0.3%) +0.5% Baby Care +4.4% Fresh Household Produce Alcohol +1.6% > 3% Higher than average Health & Frozen +1.1% +1.0% Dry Gro
Slide 30: Negative EQ trends for Pet Care despite flat dollar and unit trends
Despite flatten $ and Unitary trends, we saw negative EQ trends for Pet Care Total US Pet Plus Pet Care Dollar – Units – EQ Vol trend vs YAG 3.1% 1.2% 1.1% 2.4% Dollar Trend Unit Trend EQ Vol Trend 1.4% 0.6% 0.6% 0.4% 0.8% 0.2% -0.1% 0.0% -0.1% -0.6% -0.5% -0.7% -0.3% -1.3% -1.4% -0.9% -0.4% -1.6% -
Slide 31: Pet Food saw bright spots across volume types back half of the year
However, Pet Food saw bright spots across volume types back half of the year Total US Pet Plus TTL Pet Food Dollar – Units – EQ Vol trend vs YAG 5.2% Dollar Trend Unit Trend EQ Vol Trend 3.9% 2.5% 1.9% 2.1% 1.7% 1.8% 1.4% 1.4% 1.2% 1.0% 1.1% 1.1% 0.9% 0.9% 0.7% 0.8% 0.7% 0.6% 0.6% 0.5% 0.4% 0.3% 0.1
Slide 32: Premium foods & compliments are pockets of Unitary growth
Premium foods & compliments are pockets of Unitary growth despite small share Total US Pet Plus Dollar & Unit Trend by Key Pet Food Segments 18.6% 16.1% 15.8% Segment $ Share Avg Price/Lb $% Chg vs YAG Unit% Chg vs YAG TTL Pet 100% $2.53 9.9% 8.2% Natural 43% $3.38 Grain Free 18% $4.68 2.0% 2.3% 1.2
Slide 34: NIQ reveals everything about every product with the industry's most granular attribution data
NIQ reveals everything about every product with the industry’s most granular attribution data Stated Attribution Qualified Attribution Captures standardized attributes on the label across a set of Uncovers attributes not physically stated on the label by analyzing products by analyzing claims, warni
Slide 35: Wellness focus
Wellness focus Consumers indicating their top health priorities across the store on priorities and attributes Functional Beverages2 Sizing the growing Health & Need States Microbiome (Soft Drinks) Digestive health (Soft Drinks) 300 Immune system health (Soft Drinks, Sp. Water, Energy Performance Sup
Slide 36: As mental health is increasingly part of consumer priorities, brands are responding
As mental health is increasingly part of consumer priorities, brands are responding According to the 2024 World Happiness Report, #23 the US has dropped out of the top 20 for the first time the report’s history. NIQ Health Shopper Study households reporting 22% depression or anxiety2 MRI Simmons wom
Slide 37: Food as medicine in Pet - Claims
Food as medicine in Pet - Claims Total Performance $ % CYA $ % CYA Pet Food support (2024) (13-weeks) +1.4% Performance support (3.1)% (6.7)% Physical health $ % CYA (2024) $ % CYA (13-weeks) $ CYA in 2024 Mood & stress +1.9% +19.9% Immune system health +1.1% (1.0)% Balanced nutrition +1.2% (1.4)% I
Slide 38: Households with more pets show higher interest in sustainability
Households with more pets show higher interest in sustainability Households with Pets | Purchase Index vs Heavy Sustainable buyers 1 Dog Owner 2 Dog Owners 3+ Dog Owners 1 Cat Owner 2 Cat Owners 3+ Cat Owners 129 118 126 114 119 118 115 113 113 113 108 107 106 106 108 108 110 108 104 103 103 104 105
Slide 39: Sustainability claims are outpacing Total Pet Care in all areas except Social Responsibility
Sustainability claims are outpacing Total Pet Care in all areas except Social Responsibility Pet Treatments are seeing significant growth for Sustainability claims Environmental Sustainability Animal Sustainable Social $ % change vs year ago Total Store Nature Climate Welfare Packaging Responsibilit
Slide 40: Claim shifts indicate changes in company and consumer priorities
Claim shifts indicate changes in company and consumer priorities Claims that saw the biggest Claims that saw the biggest decline in categories growth in categories across the store* across the store* Farm raised Eco friendly certified Environmentally friendly Drop off recycle Sustainability claim B-
Slide 41: Environmental Sustainability is most widely adopted, followed by Animal Welfare
Environmental Sustainability is most widely adopted, followed by Animal Welfare 70% 190% Environmental Sustainability Biobased Certified Cert Sustainable Packaging 180% 60% Animal Welfare Social Responsibility Plant Based 50% Eco Friendly Certified “Growth Drivers” – U.S. Sales 3-year CAGR 40% Susta
Slide 42: The amount of sustainable packaging differs significantly across categories
The amount of sustainable RTE Cereal Dog Food packaging differs significantly Total category $9.7 Billion $26 Billion across categories % of sustainable packaging claims 57% 2% Number of observed claims 75 162 Number of manufacturers making 67 73 a sustainable packaging claims Dataset: NielsenIQ Ret
Slide 43: Waste increasingly prioritized by consumers
Waste increasingly prioritized by consumers Are consumers rethinking consumption? Top categories with “zero waste” claims • Pet Food • Oral Hygiene • Packaged Tea • Beer/Cider Seltzers Milkadamia Organic Oat Milk Sheets #underconsumption Source: NIQ Retail Measurement Services, NIQ Product Insight—p
Slide 44: Emerging Pet Food Ingredients Seeing Growth
Pet Food Ingredients Seeing Growth Human Grade in Pet Food +14.8% $ % CYA in 2024, 1% share of Total Pet Food Shr of $ % CYA $ % CYA Pet Food (2024) (13-weeks) Total Pet Food - +1.4% +0.3% Prebiotics 31% +1.9% +0.4% +10.3% Proven Dry Dog Food Ancient Grains 28% (0.1)% (2.4)% Soy Protein* 27% +2.7% (
Slide 45: Will upcoming changes in Food regulations impact Pet?
Will upcoming changes in Food regulations impact Pet? Color Additives were present in 53.2% of pet food sales in 2024 Make America Healthy Again Red Dye 3 (Millions) $ Share (Pet Food) 16.0 14.2 $544 14.0 13.2 12.0 10.5 10.0 10.0 8.0 6.0 5.1 $536 3.9 4.0 2.6 2.0 1.1 0.0 RED DYE 40 YELLOW 5 BLUE DYE
Slide 47: Summary & key insights
Summary & key insights 1 2 3 4 Pet ownership is on Online commerce is a TikTok is a powerful Sustainable packaging the rise globally with vital driver of growth new marketplace in remains a challenge, Cats leading growth. across Pet in the U.S. the .com era, but environmental Pet parents are feeling

NIQ Global Intelligence — Global Pet Expo 2025 on 6ix

Niq Global Intelligence — Global Pet Expo 2025

Slide 1: The Full View of the Pet Industry

Slide 2: Meet your speakers today

Slide 3: NIQ provides the Full View of the total pet market

Slide 4: Agenda

Slide 5: A Global Purr-spective

Slide 6: Pet Care growing across the globe with more than half of the growth contributed by Europe

Slide 7: The Pet Home is changing

Slide 8: Pet and Cat ownership is at the highest it's been in a decade

Slide 9: Pet Parents and their shopping habits

Slide 10: Lock-in the fewer, bigger shops online

Slide 11: Promotions are shoppers' #1 saving strategy

Slide 12: Pet parents and the U.S. Omni marketplace

Slide 13: Total Pet grew in 2024 but thanks only to online driving a strong ~9% trend

Slide 14: Flattening unit sales trend in B&M is a positive sign for Pet Care

Slide 15: Departments across total store continue strong Online growth in 2024

Slide 16: All departments saw their share of Online grow

Slide 17: Core Cat categories and Fresh/Frz Wet Dog are growing dollars across Omni

Slide 18: Almost 80% of all Pet Care dollars come from true Omni-shoppers

Slide 19: Over half of Pet parents still shop only traditional B&M for Pet Food

Slide 20: When shopping Online pet parents who Subscribe are driving more dollars

Slide 21: Tik Tok-ing about Pet Online

Slide 22: How TikTok Shop can benefit all parties

Slide 23: How does TikTok Shop's low prices affect their sellers?

Slide 24: Most users are utilizing the platform to make their purchase decisions

Slide 25: Pet sales on TikTok exploded in 2024

Slide 26: Accessories, Grooming, and Toys make up over 80% of Pet sales on TikTok

Slide 27: Trends we can wag about for 2025

Slide 28: Consumer Price Index slowing for Pet Products while Services continue to increase

Slide 29: Price changes eased across total store in 2024

Slide 30: Negative EQ trends for Pet Care despite flat dollar and unit trends

Slide 31: Pet Food saw bright spots across volume types back half of the year

Slide 32: Premium foods & compliments are pockets of Unitary growth

Slide 33: Fur-tastic Ingredients for our Pets

Slide 34: NIQ reveals everything about every product with the industry's most granular attribution data

Slide 35: Wellness focus

Slide 36: As mental health is increasingly part of consumer priorities, brands are responding

Slide 37: Food as medicine in Pet - Claims

Slide 38: Households with more pets show higher interest in sustainability

Slide 39: Sustainability claims are outpacing Total Pet Care in all areas except Social Responsibility

Slide 40: Claim shifts indicate changes in company and consumer priorities

Slide 41: Environmental Sustainability is most widely adopted, followed by Animal Welfare

Slide 42: The amount of sustainable packaging differs significantly across categories

Slide 43: Waste increasingly prioritized by consumers

Slide 44: Emerging Pet Food Ingredients Seeing Growth

Slide 45: Will upcoming changes in Food regulations impact Pet?

Slide 46: Key Takeaways

Slide 47: Summary & key insights

Slide 48: Thank you!