Other Pet Food in Finland

PROSPECTS

Fish remain most common other pets in Finland

In 2017, fish remained the most popular pets in Finland after cats and dogs, which will not change in the forecast period. Around one in 100 Finnish inhabitants is estimated to own an aquarium, with more than one fish inside.

Demographics do not favour small mammal ownership

In Finland owning a pet is more typical in rural than urban neighbourhoods – as many people in the countryside have hunting dogs – and also among families with children rather than smaller households. For this reason, the long-term trend for small mammal ownership and, therefore, sales of small mammal food, is not favourable.

Social media is both a resource and a threat for other pets

While an average Finn might live without ever owning a small mammal, reptile, bird or fish at home, people interested in such pets and various ways to take care of their wellbeing and food intake, unsurprisingly, started using social media. For example, in February 2018, a Facebook group dealing with rabbits had more than 8,000 members and even those for budgies or parrots had several hundred.

COMPETITIVE LANDSCAPE

Domestic player Best Friend Group Oy retains the lead

The domestic Best Friend Group remained in the lead with its Best Friend brand in 2017. The company is exceptional among other pet food players in that it is also a strong player in dog and cat food rather than specialising merely in one or more other pet food categories.

Private label remains underdeveloped

In other pet food the generally low sales compared to larger pet food categories and distribution clearly dominated by channels other than mainstream grocery retailers led to a situation where private label remained all-but negligible in other pet food in Finland. Exceptions to the general rule existed, however.

Internet retailing helps expand brand assortment

Due to the growing popularity of internet retailing, Finnish owners of other pets than dogs or cats gained better access to a wider brand selection than ever before. A characteristic of other pet food retailing is also that the brand assortments can vary widely among leading online stores.

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