Other Pet Food in Canada

PROSPECTS

Slow but stable growth as some consumers still enjoy more unusual pets

The major focus of the pet food industry is on dogs and cats, as keeping indoor birds, tropical and other fish, and small mammals, including guinea pigs, rabbits, ferrets and rodents, is not as popular as having a dog or a cat as a pet. Nevertheless, there is still interest amongst Canadians’ in these more unusual pets, leading to slow but stable retail volume and current value growth in other pet food in 2020.

Volume decline for small mammal/reptile food as gadgets capture children’s attention

The first category within other pet care which is expected to turn to volume decline in the forecast period is small mammal/reptile food. Small mammals such as guinea pigs, rabbits and rodents have historically been traditionally popular entry-level pets for children.

E-commerce continues to see rapid growth, albeit from a small base

As in dog and cat food, e-commerce is rapidly gaining value share in the distribution of other pet food, as it takes off as a distribution channel in general, and as more operators have started to offer online sales of other pet food. However, in other pet food the share of e-commerce lags behind the shares seen in other pet care categories.

COMPETITIVE LANDSCAPE

Other pet food remains concentrated in the hands of a few large players

Other pet food has a fairly concentrated competitive environment, with the top three players accounting for more than half of sales in 2019. Tetra from Spectrum Brands Holdings remained the leading brand, although the company also has the 8-in-1 brand.

Pet specialist retailers dominate as they stock other pets and offer expert advice

Pet shops and pet superstores play a much more important role in other pet food than they do in dog or cat food. They remain the major distribution channels for other pet food, with a vast selection of product offerings, as well as other supplies for other pets, such as toys, hutches and aquariums.

Humanisation is evident, but premiumisation is only just taking off

The pet humanisation trend seen in dog and cat food is also influencing other pet food, although to a lesser extent. Pet owners are able to pamper their companions with an array of snacks and treats.

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