Only 12 years after launching in the UK, Harringtons has become the No.1 brand by value in dry dog food in Supermarkets.
Since taking the top spot from Bakers, Harringtons has now continued to solidify its position as the sector leader with a 25.0% market share. *1
Chris Wragg marketing director at IPN, said: “To reach the No.1 spot having only been launched in 2008 is a tremendous achievement. Harringtons’ positioning as an affordable premium food, bringing all the previously expensive and inaccessible benefits of natural and wholesome nutrition to the mainstream, has clearly resonated with pet owners.”
Agile and consumer focussed challenger brands, such as Harringtons, are now the driving force behind the growth in pet food, fuelled by premiumisation as pet parents demand the same transparency and goodness in pet food as in human food. *2
Harringtons, with its ‘Natural for All’ mission, has de-positioned some of the traditional legacy brands in the sector who have been slow to adapt to changing consumer needs. There is also huge potential for growth outside the dry dog food sector, particularly in the fast-growing wet tray market and where the brand already has a significant presence and #2 market share position.
Harringtons’ growth has also been fuelled by sustained marketing activity which has tripled awareness in three years and fuelled category growth. As an owner/manufacturer, IPN are able to aggressively support brands and Harringtons still remains the fastest growing major dry dog food brand, contributing over £4m of category growth. *3
“Now with our #1 position in dry food, our strong expansion into wet food and our recent re-launch of our dry cat food business, I feel that we are well on the way to achieving Harringtons’ clear potential as true pet Master-brand spanning multiple categories and species”, added James Lawson, managing director.
*1 Source: IRI Supermarkets 52wk to 11.07.20 (Dry Dog Sector).
*2 Source: L.E.K insights. Premiumisation and Challenger brands: The driving forces behind pet spending growth. May 5, 2020.
*3 Source: IRI all outlets 52wk to 11.07.20 (Dry Dog Sector).