Other Pet Food in Belgium

PROSPECTS

Human-inspired products not only limited to dog and cat food

The trend for more human-inspired flavours or values in new product development is not restricted to dog and cat food – it is increasingly spilling over into other pet food. The premium segment has seen the introduction of grain-free foods and foods with more natural ingredients, with manufacturers clearly highlighting this in human food-like packaging.

Cost-efficient, straightforward pets hold strong appeal

Although the fish population in Belgium is increasing, the growth of other pet food in 2019 was largely driven by small mammal/reptile food, the population of which has risen only very slowly in recent years. However, over the forecast period it is expected that more animal lovers will consider getting small mammals due to factors such as ongoing urbanisation, smaller living spaces and the fact that they do not cost as much to keep as pets such as dogs and cats.

Small mammals deserve to be treated too

As is being seen in dog and cat food, treats is also an area of growth in other pet food. Manufacturers are becoming more creative in terms of the format and flavour of treats, while also paying attention to packaging.

COMPETITIVE LANDSCAPE

Vitakraft’s provision for different types of pets supports its lead

Vitakraft’s diversity ensures that its products are bought by a wide range of pet owners. Thanks to the introduction of the premium Pro Vita bird food line, Vitakraft managed to attract a consumer group which is prepared to spend on quality food for their pet birds.

A strong online presence is not essential, but should be aspired to

Vitakraft and Supreme Petfoods, the two leading players in other pet food, had a relatively weak online presence in 2018 when compared with other manufacturers. Both companies could be doing more online to further grow their share of value sales.

Branded products do best in other pet food

The share of private label remained weaker in other pet food than in dog and cat food in 2018. This can be attributed to the fact that private label players are increasingly focusing on the premium segment in dog and cat food in order to grow their value share, with other pet food seen as a less lucrative category.

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