Other Pet Food in Australia

PROSPECTS

Other pet food is in decline as pet owners opt for cats and dogs

Other pet food is set to record a modestly declining value CAGR at constant 2018 prices over the forecast period, more or less in line with the review period. This decline is representative of the decreasing number of pet owners who opt for fish, birds and small mammals as pets, in favour of cats and dogs.

Barriers to fish ownership cause fish food decline

Fish food is expected to experience a decline during the forecast period, albeit slightly slower than over the review period. Although fish ownership remained an attractive option for city dwellers who have limited space for bigger pets, and also remained attractive in terms of its low price points when compared to other pets, fish are not in as much demand as other animals.

Small mammal population declines

The small mammal population will experience a decline, with many pet owners opting for small cats and dogs (including miniature dogs like toy poodles) instead of other small mammals such as guinea pigs. Furthermore, in Australia, the popularity of small mammals is negatively impacted by the fact that hamsters are prohibited, with the majority of the mammal population largely consisting of rabbits and guinea pigs.

COMPETITIVE LANDSCAPE

Mars Australia remains the leader

Mars Australia once again retained the largest value share of other pet food in 2017, down marginally on 2016. While Mars Australia remained the largest player in this category, it gradually lost sales share to competing players, including private label products from major supermarkets.

Expansion of private label remains slow

Private label accounted for around one quarter of value sales in other pet food in 2017. Coles’ private label held the largest single value share within other pet food private label.

Other pet food remains fragmented

Apart from major players, in other pet food, “Others” still accounted for one quarter of value sales in 2017. This is representative of the fact that the category is quite fragmented, where numerous small manufacturers operate in Australia, and remain important players.

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