Other Pet Food in Bulgaria

PROSPECTS

Functional ingredients encourage demand for optimal nutrition and shift from non-prepared food

Trends related to humanisation are strongest in dog and cat food but are also having an impact on other pet food. Premium offerings are increasing in number including natural, functional and gourmet foods and treats, with these attracting growing consumer interest.

Other pet food remains under-represented in modern grocery retailers

Other pet food continues to see limited distribution via modern grocery retailers. Most modern grocery retailers prefer to focus on dog and cat food as it is more popular, while there is only a marginal private label presence in other pet food as the category is considered too small for investment in this area.

Pet population to decline as consumers opt for companionable cats and dogs

Retail volume sales in other pet food are not expected to increase significantly over the forecast period since the other pet population is expected to witness gradual decline. This will be due to the rising popularity of cats and dogs as pets, with these regarded as better companions.

COMPETITIVE LANDSCAPE

Vitakraft Pet Care benefits from brand awareness, trust and wide distribution

Vitakraft Pet Care GmbH & Co KG continued to lead other pet food with its eponymous brand, which benefits from offering a wide selection of specialised food, especially for birds, small mammals and fish. Vitakraft benefits from broad distribution and strong brand awareness among pet owners.

Tetra Werke reigns supreme as fish specialist

Tetra Werke GmbH ranked second throughout the review period. The company offers its Tetra brand in the categories of fish and small mammal/reptile food and enjoys particularly high consumer regard for its fish food range.

Grocery retailers reluctant to invest in private label

Private label offerings are negligible, with this reflecting the limited overall presence of other pet food in modern grocery retailers. The leading retailers in this channel are generally reluctant to even stock a wide range of brands, due to low sales and profits, with little interest in investing in the development of private label products.

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