Other Pet Food in India

PROSPECTS

Strong performance of fish food

Fish food remains the largest category in other pet food thanks to the growing trend for fish as a décor element in households. The vibrant colours of fish in fish tanks add depth and calmness to a household and considerable interest.

Small mammal/reptile food remains highly niche

Industry players are increasingly targeting young children in order to boost category sales. Fish/birds/small reptiles are seen as easier to care for than dogs or cats and can help teach young children the responsibilities of owning a pet.

Government crackdown on pet ownership of exotic or endangered species

An increasing crackdown by animal rights agencies and the government is restricting ownership of birds and reptiles. For instance, under the Wild Life Protection act 1972, any birds or animals that are native to India or migratory birds to India cannot be hunted or possessed for meat or trophies or be kept as pets, or used as products in any context.

Limited demand for bird food

Pet birds are a long-standing tradition in India; birds such as pigeons are reared for flying competitions and cocks are reared for fighting. These birds are fed with high quality dry nuts and protein rich food.

COMPETITIVE LANDSCAPE

Limited demand in a fragmented market

Fish food is the largest category in other pet food, driven by leading companies such as Tropical Industry, Pacific Blue Taiwan and Indian Broiler Group. The category often sees new entrants, as it is also highly fragmented and these companies offer products at lower prices than their leading counterparts, with rising demand for economy and mid-priced fish food.

Growing online presence of leading players as they adopt a multichannel approach

Companies such as Bharat International Pet Foods and Indian Broiler Group are increasingly growing their online presence through e-commerce companies such as Amazon and Flipkart, as well as online pet specialist stores Petsworld.in, Pupkart.

Potential in premiumisation and natural ingredients

Premiumisation and innovative product launches (protein-rich vegan food/pet food with natural ingredients) are capable of creating momentum in other pet food. Local companies could focus on offering products that contain natural ingredients, while investment in product development and innovation, with the launch of added-value products (sustainable/cruelty-free) would help established companies maintain their leading position.

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