Other Pet Food in Israel

2021 IMPACT

Pandemic bonus for other pet food does not continue into 2021

While COVID-19 saw an increase in ownership of rodents such as hamsters or rabbits in 2020, as consumers looked for companionship to distract themselves from the boredom of lockdown, it is expected that volume growth in other pet food will decline in 2020, as Israelis continue to prefer cats and dogs. The premiumisation trend also does not have a strong foothold in other pet food.

BioPet strengthens overall leadership of other pet food despite lack of presence in fish food

BioPet consolidated its leadership of other pet food in 2020, with the player offering a wide range of brands within bird food and small mammal/reptile food, although it is absent from the stronger performing category of fish food resulting in positive but undynamic value growth. Due to its overall solid position within pet care, BioPet benefits from wide distribution and strong negotiation power that it has developed with retailers over the years.

Pet Pharm continues to gain ground due to rapid rise in popularity of bird food brand Kiki

Second-ranked player in overall other pet care, Pet Pharm, continued to gain value share in 2020 due to its bird food brand Kiki. Pet Pharm is an importer and wholesaler of a range of high-quality pet care brands which has supported its rapid rise, with a strong presence in both pet shops and veterinary clinics.

RECOVERY AND OPPORTUNITIES

Negative outlook for other pet foods as keeping animals outside their natural environment is increasingly perceived as cruel

Unlike dog and cat food, the outlook is not positive for other pet food. While there was a small increase in ownership of rodents during the pandemic, as consumers looked for companionship to distract from the boredom of spending large amounts of time, this growth will not continue over the forecast period.

Increasing popularity of keeping fish as a calming presence supports positive demand for fish food

Fish food continued to record the strongest performance within other pet food in 2021, in both current value and volume terms. Though growth current value of fish food will be low, there is a demand for fish for decorative purposes in the home, with some consumers finding them a calming presence.

Specialist products leading to greater segmentation for fish food

Specialisation amongst fish food is particularly evident. Sales of fish food tend to be mainly limited to pet shops due to their specialist nature which has traditionally limited demand somewhat, while fish enthusiasts tend to trust these stores due the presence of trained sales assistants who are able to offer advice on how best to take care of their pets.