Other Pet Food in France

PROSPECTS

Less demand for premium products for other pets

Premiumisation is emerging slowly in other pet food, while pet humanisation is less visible than in dog and cat food. Compared with dog and cat food, it is more difficult for manufacturers to create premiumisation through free from gluten or organic options.

Living space restrictions and simplicity support ownership of small mammals

The other pet population continued to grow in 2019, as more owners sought easy-care, cost-efficient pets. Urbanisation, convenience and fashion are likely to play a bigger role in pet ownership and spending in the forecast period.

Fishkeeping trend results in bright prospects for fish food

The high cost of purchasing and maintaining an aquarium hampered sales in a tough economic climate. Tropical fish were hardest hit, while fish that can be housed in smaller tanks or bowls were less affected.

COMPETITIVE LANDSCAPE

Little change in the competitive environment

There was only marginal movement in company value shares in 2018. Similarly, no major change in the competitive landscape is anticipated in the forecast period.

Home improvement and gardening stores gains the upper hand

Home improvement and gardening stores is the main distribution channel due to the offer of a broad variety of food for fish, birds and small mammals. Other large formats with wide selections include supermarkets and hypermarkets and pet shops and pet superstores.

Bird food players look to differentiate

There is some premiumisation in other pet food, although few players are actively investing in this trend. The leading player’s umbrella brand, Vitakraft Premium, uses premium products as a means of differentiation, as few of its rivals supply high-quality options in a small category.

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