Other Pet Food in India

PROSPECTS

Variety of fish expands with consumers attracted to species that can add colour to their home

Fish food remains the largest category in other pet food thanks to the growing trend for fish as a décor element in households. The wide array of exotic fish available helps to add colour and interest to homes, with a growing range of aquariums becoming available that are also focused on attractive designs as well their functional aspects.

Bird food remains a small category due to restrictions on ownership and preference for alternative feeding options

There was an increasing crackdown by animal rights agencies and the government on restricted ownership of birds and reptiles at the end of the review period. 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.

Small mammals remain a niche area with limited growth potential

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

COMPETITIVE LANDSCAPE

Other pet food led by fish food manufacturers

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, with these companies looking to gain a foothold by offering products at lower prices than their leading counterparts, with rising demand for economy and mid-priced fish food.

E-commerce presents new opportunities

Pet shops remains the dominant distribution channel for other pet food with these stores carrying a wide selection of products while the staff in these stores are also often able to advise customers on the best products for their pets. Nevertheless, e-commerce is seen as offering plenty of room for growth, with consumers able to access a wider choice of products and brands, while also being able to reach consumers in locations without well-stocked pet shops.

Potential in premiumisation and natural ingredients

Premiumisation and innovative product launches, such as protein-rich vegan food and products with natural ingredients, are seen as having the potential to deliver stronger value growth 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) could help established companies maintain their leading position.

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