Other Pet Food in Australia

PROSPECTS

Volume and value growth remain conservative

Unlike the dynamic nature of dog and cat food, the volume and current value growth of other pet food remained minimal in 2019. This can be seen as a reflection of the maturity of the fish, bird and small mammal populations across Australia.

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.

Specialists lead distribution

Pet shops and pet superstores together accounted for half of value sales in other pet food in 2018. This is a much higher share than within dog food and cat food, sales of which are mainly through supermarkets.

COMPETITIVE LANDSCAPE

Mars Australia leads bird food

After dog and cat food, bird food remained the most consolidated category in pet care in 2018, with Mars Australia continuing to lead, followed by Wesfarmers. Mars has cemented its position in bird food with its premium bird food brand Trill.

Spectrum Brands Holdings leads fish food

In 2018, 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.

Peters Pure Animal Foods leads small mammal/reptile food

Within small mammal/reptile food, the three leading brands in retail value terms were Peters from Peters Pure Animal Foods, Nibbler, a brand owned by Lovitts, and the Coles private label line from Wesfarmers. Similar to bird and fish food, the dynamic of this category remained unshaken in 2018.

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