Other Pet Food in Malaysia

PROSPECTS

Busy modern lifestyles and desire for companionship of cats and dogs leave little space for other pets

Pet owners, especially the young generation, generally prefer dogs or cats to other pets. Dogs and pets are increasingly perceived as companions, with the pet humanisation trend continuing to remain fairly undeveloped for other pets such as fish, birds, small mammals and reptiles.

Fish viewed as expensive décor elements rather than pets

The cost of keeping fish is higher than owning a cat or a dog, which is one reason many pet owners prefer a feline or canine companion. Fish also require high maintenance and start-up costs such as water care products, filter, glass tank, heater and lighting, while fish are unlikely to benefit from the ongoing pet humanisation trend.

Mainstream distribution hindered by high listing fees in supermarkets and hypermarkets

There is little distribution of other pet food to hypermarkets and supermarkets, due to these channels’ high listing fees. This results in other pet food being sold mainly in pet shops and pet superstores and further hinders building consumer awareness of these products.

COMPETITIVE LANDSCAPE

Leading players focus on specialist food and distribution

Leading brands such as Ocean Free and Hikari offer wide product ranges for different fish breeds, such as koi, goldfish, red parrot, guppy and arowana. These ranges are increasingly gaining a strong presence in internet retailing, especially online marketplaces such as Lazada and 11Street.

Internationals make efforts to strengthen their position

International brands, such as Ocean Free and Hikari, are building their reputation by tightening their relationships with grocery retailers, pet shops and pet superstores in order to expand their product coverage to reach all consumers. They are also building relationships with online marketplaces such as Lazada and 11Street.

Arowana fish food could be an emerging niche

Although new product development is likely to be rare over the forecast period, some specialist launches are likely in fish food. Kamihata Fish Ind Ltd for example does not yet sell arowana fish food but is likely to introduce such food over the forecast period in order to expand its product range and compete with domestic players.

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