Other Pet Food in Israel

PROSPECTS

Ongoing decline of other pet population negatively impacts demand for largest volume categories

Demand for other pet food experienced a decline in 2020, linked to the poor performance of the largest volume categories of bird food and small mammal/reptile food. This was linked to the shrinking population of these pets in Israel and exacerbated by the fact that many pet shops have stopped selling birds, small mammals and reptiles due to the increasing perception amongst many local consumers that it is cruel to keep animals in these stores to sell, with protests emerging over the review period.

Increasing popularity of keeping fish supports positive demand for fish food

Fish food continued to record the strongest performance within other pet food in 2020, in both current value and volume terms. This growth is related to the increasing fish population in Israel, a trend that is set to continue into the forecast period.

Other pet enthusiasts seek specialist products leading to greater segmentation

Other pet food in Israel is experiencing greater diversification of products relating to certain species of fish for instance, which help to maintain or improve their growth and colouring, while bird owners show an increasing interest in premium products that can offer optimal nutrition and can help to maintain healthy feathers and improve their colour and shine. Greater segmentation is resulting in a wider price range and greater choice for the consumer, in addition to leading to a better understanding of proper care for their pets through education and correct pet nutrition.

COMPETITIVE LANDSCAPE

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

BioPet consolidated its leadership of other pet food in 2019, 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 Ltd, continued to gain value share in 2019 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 within the category with a strong presence in both pet shops and veterinary clinics.

Dynamic performances for leading fish food brands

Third-ranked Nahum Bros Sera Ltd continued to gain strong value share in 2019 due to its convincing leadership of dynamic category fish food, where it offers well-known brand Sera. Despite a positive performance by fish food overall, many brands within this category have struggled to record positive sales growth, as Sera continues to consolidate its reputation for offering a wide range of high-quality products while still presenting good value for money.

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