Other Pet Food in Austria

PROSPECTS

Other pet food forecast to see continued decline in volume sales

Other pet food saw a decline in volume terms though a rise in current value over 2019-2020. Though small mammals remain popular pets in Austria, ownership of them continued to decrease, particularly in the case of guinea pigs.

Premiumisation penetrates other pet food

Austrian pet owners continue to show an increasing desire to provide their pets with the best available nutrition, seeking out products which cater to specific dietary needs. There is a rising demand for pet food that boast value-added benefits, improved functionality and natural ingredients.

Limited availability in retail outlets hampers growth of other pet food

The shift towards prepared food continues in other pet food. Though owners often supplement their pets’ diets with fresh food, this tendency is steadily declining.

COMPETITIVE LANDSCAPE

Vitakraft H Wührmann continues to lead other pet food

Vitakraft H Wührmann KG maintained its leading position in other pet food in Austria in 2019, with its Vitakraft brand leading bird food and small mammal/reptile food, as well as coming third fish food and leading other pet food overall. Vitakraft H Wührmann’s leadership is comfortable and highly likely to continue over the forecast period, thanks to regular new product developments and continuous expansion of its product range.

Pet superstores benefits from reduced offer in competing channels

Pet superstores accounted for the highest proportion of sales of other pet food in 2019 and was some way ahead of the competition. Supermarkets and pet shops came in second and third, respectively.

Private label faces challenges as e-commerce sales rise

Private label remains active in other pet food, with retailers placing an increasing emphasis on their private label lines at the cost of branded products. Regular promotions attract a substantial share of consumers to private label products, many of whom remain loyal customers.

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