Other Pet Food in Germany

PROSPECTS

Challenges due to population decline for small mammals and birds

Growth in other pet food sales is expected to continue being undermined in 2020 by a decline in the pet population of small mammals and birds. These types of pets are increasingly less frequently given as presents to children.

More product variety and specific health attributes and drives premiumisation

Manufacturers are attempting to further drive the premiumisation trend in other pet food. For example Vitakraft’s new product range for small mammals focused on ingredients found in each species’ natural habitat in 2019, with a positioning often based on grain-free and sugar-free recipes.

Value sales growth expected to recover healthily

Other pet food value sales are expected to see a slight recovery in the forecast period, despite a slight decline being predicted for volume sales. The category is expected to continue benefiting from a wider range of products focusing on natural ingredients and health attributes.

COMPETITIVE LANDSCAPE

Vitakraft consolidates lead through wider and more specific assortment

The largest player Vitakraft increased its lead in other pet food in 2019, as it continues to benefit from its focus on natural ingredients and positioning. In 2019, the company’s premium Vita Verde range for small mammals also benefited from introducing a wider range of products for specific rodent species.

Tetra maintains solid position thanks to clear lead in fish food

Tetra is the second largest branded player, lagging slightly behind private label player Fressnapf, and maintained its share in 2019. This was thanks to the company’s strong lead in its core category, fish food, despite strong competition from its largest rival Vitakraft.

Private label retains a minor presence

Private label saw a slightly declining share towards the end of the review period and private label continues to have a lower share in other pet food than in dog food and cat food. These products remain generally too niche for grocery retailers’ private label ranges.

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