Other Pet Food in Australia

PROSPECTS

Low category growth as the other pet population remains constant

Unlike the dynamic nature of dog and cat food, the volume and current value growth of other pet food remained minimal in 2020. This is a reflection of the maturity of the fish and small mammal as well as reptiles and other exotic animals populations.

Severe and protracted drought poses environmental challenges for bird food players

Growth in the bird population has also boosted sales of bird food although severe and protracted drought in certain areas of the country such as southern Queensland and northern New South Wales, led to the temporary cessation of seed blend production at the end of the review period. For instance, Avigrain halted production of its Finch Blue and Cockatiel seed blends.

Premiumisation and health and wellness are areas of potential

The growth of other pet food will largely be driven by the premiumisation of products, as well as the growth of the health and wellness trend. Despite the conservative volume and value growth confronting other pet food, the mindset of the owners of these pets will also be influenced by the health and wellness and premiumisation trends, just like the owners of cats and dogs.

COMPETITIVE LANDSCAPE

Mars Australia retains category lead thanks to its strength in bird food

After dog and cat food, bird food remained the most consolidated category in pet care in 2019, with Mars Australia continuing to lead, followed by Wesfarmers. Mars has cemented its position in bird food with its premium bird food brand Trill although smaller players from overseas are increasingly entering the category and thereby intensifying the competition.

Spectrum Brands Holdings leads fish food while Peters Pure Animal Foods leads in small mammal/reptile food

In 2019, fish food continued to be led by Spectrum Brands Holdings with its Tetra brand, which accounted for a third of value sales. This was followed by Nutrafin Max, a brand under Rolf C Hagen.

Non-grocery specialists lead distribution

Pet shops and pet superstores together accounted for half of value sales in other pet food in 2019. This is a much higher share than within dog food and cat food, sales of which are mainly through supermarkets.

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