Other Pet Food in Ireland

PROSPECTS

All categories expected to continue to decline

Other pet food is expected to continue to decline in both volume and value terms at constant 2018 prices over the forecast period. This will be a consequence of the falling other pet population in Ireland.

Bird food records the poorest performance

All categories in other pet food registered a decline in 2017, with the heaviest drop seen in bird food, followed by fish food and then small mammal/reptile food. Increasing awareness about the environment and animal welfare is stopping millennials from adopting such pets.

Category could benefit from even a minimal amount of innovation

With Ireland being a relatively small market and other pet food being on a downward trajectory, the category is unlikely to see any significant new product development, with investment expected to be minimal from the major players. A similar trend is being seen across most other European countries.

COMPETITIVE LANDSCAPE

Specialist stores becoming more important

As the popularity of other pets declines, supermarkets and hypermarkets will likely offer fewer products, instead increasing their focus on dogs and cats, with pet stores becoming a more important channel for food for birds, fish, small mammals and reptiles. Pet superstores will have an opportunity to provide a wider range of products in other pet food, while independent pet retailers will offer more niche products.

Mars Foods Ireland continues to lead the category

Mars Foods Ireland continued to lead other pet food in 2017 thanks to well-established brands such as Aquarian and Trill in fish food and bird food, respectively. However, the Tesco private label led the category overall thanks to its strength in small mammal/reptile food.

From online communication to retailing

Online communication strategies will be key for dog and cat food but not so much other pet food. With increasing awareness about animal welfare, social media comment will likely have a negative impact on fish and bird ownership.

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