The Pet Industry Federation (PIF) has announced the launch of the first robust sales tracking insights for the UK’s pet food industry (non-grocery), as a result of its exciting collaboration with market research specialists, GfK.

With the assistance of PIF, GfK has brought together multi-regional, independent and online pet retailers to give clear insights into the market.

Since January 2015, retailers have been contributing their monthly sales data which enables GfK to provide accurate and continuous sales tracking across cat and dog food, including wet and dry food and treats and detail down to among other features organic, grain-free and natural.

Commenting on GfK’s sales tracking insights, Nigel Baker, PIF CEO said: ‘"The data that GfK have accumulated is the first time the UK’s non grocery food sector has been analysed in such detail and in such a robust way.

"While GfK will be controlling the release of the detailed category information, we have arranged for top line information on the size and structure of the market by each of the core categories to be made available exclusively to PIF supplier and retail members during the course of next week."

Nigel (left) continued: “We are delighted, however, that GfK will be detailing nine months’ worth of UK pet food data at the PIF Forum, on Tuesday 17 November in Liverpool together with comparisons of the UK and some overseas markets, including some initial look at brand performance in the sector.

"The need for accurate and meaningful data cannot be underestimated, so this is a session that the industry simply can’t afford to miss.The information delegates will learn at the Forum will enable them to make better informed and insight driven decisions, to drive their business forward, whether they are retailers or manufacturers.”

Daniel Fearnley, GfK’s Head of Home and Lifestyle, comments: “We thank every member of the PIF who has joined our panel of data contributors to date and urge others however small or large to engage with us so that we continue to strengthen the panel, strengthen the data and add value to this industry."

If you would like any further information about PIF’s work with Gfk, or about how to become a PIF member so that you can access the data, visit the PIF stand (A32) at PATS Telford to find out more. Alternatively, call 01234 273933 or visit the PIF website, www.petfederation.co.uk