Other Pet Food in Germany

PROSPECTS

Limited prospects for other pet food

With the small mammal/reptile population expected to increase only slowly over the forecast period and the growth of the bird population also set to slow, there remains limited potential for volume growth, with value growth opportunities mainly to be found through premiumisation.

Adding value through segmentation and specialisation

For many German consumers, keeping pets other than cats and dogs, such as ornamental fish, reptiles or even birds, has turned more into a hobby at a semi-professional level rather than just keeping a pet. Therefore, the demand for specialised products is rising.

COMPETITIVE LANDSCAPE

Vitakraft remains the clear category leader

Vitakraft remained the clear leader in other pet food in 2018, growing its value share by two percentage points to strengthen its lead over second-placed Fressnapf. In fact, Vitakraft was one of only a few companies to register an increase in value sales.

Private label not as strong in other pet food as in dog and cat food

Private label continued to have a weaker, albeit still significant, presence in other pet food in 2018 in comparison with dog and cat food. The share of private label, although falling in 2018, rose over the course of the review period, largely thanks to the growing presence of Fressnapf in the small mammal/reptile food category as the chain increasingly focused on its private label ranges at the expense of brands.

Importance of brand differentiation

Due to the challenging conditions facing other pet food in Germany, very few manufacturers tend to invest in large marketing campaigns. Companies such as Vitakraft and Bunny tend to mainly advertise in magazines or online, while POS marketing remains a focus.

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