Other Pet Food in Bulgaria

PROSPECTS

Functional formulas and natural ingredients are key

Pet humanisation definitely extended to birds, fish and small mammals/reptiles. As a result, related trends such as premium offerings – including natural, functional and gourmet foods and treats – and lifestyle- and species-specific formulas gained ground.

Other pet food remains under-represented in modern grocery channels

Other pet food generally experienced a lack of interest from modern grocery retailers. Almost all modern grocery retailers preferred to sell dog and cat food as it is more popular and there was only a marginal private label presence in other pet food as the category is considered too small.

COMPETITIVE LANDSCAPE

Vitakraft Pet Care remains leading player with constant innovation

Vitakraft continued to lead other pet food in Bulgaria in 2017. This position could be attributed to the company’s offer of a wide selection of high quality pet food, especially for birds, small mammals and fish.

Second player focuses on variety and healthy options for specific animals

Tetra Werke GmbH was the second player within other pet food in 2017. The company is positioned with its Tetra brand in the categories of fish and small mammal/reptile food and is expected to push for wider distribution via non-specialist retailers such as supermarkets and hypermarkets.

Promotions are noticeably absent

Other pet food manufacturers and distributors do not have big enough budgets to be able to invest in advertising and they rely mostly on recommendations from pet store specialists and veterinary clinics for sales. The reason for this was largely because other pet food is a small category, which also accounts for the lack of interest from retailers to enter into this category with private label products.

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