Other Pet Food in New Zealand

PROSPECTS

Abandoning pet reptiles into the wild poses threats to biodiversity

There have been rising concerns over pet reptiles being abandoned and released into the wild in New Zealand by owners. Consumers can easily purchase exotic reptiles over the internet or in specialist stores and there is a common perception among unaware consumers that they are easier to look after.

Other pet food maintains conservative growth

Compared to the dynamic growth observed in the dog and cat food industry, other pet food has experienced comparatively slow value growth considering the declining populations of other pets and the challenges of rearing unconventional pets. Volume growth was minimal for other pet food in 2019, which can be attributed to the slowly decreasing other pet population as well as cats and dogs being the most common pets in New Zealand.

Superstores are a key distribution point

Pet superstores and pet shops remain important in terms of distributing other pet food due to their one-stop shopping characteristic. Although covering a wider share of distribution, the supermarkets channel has comparatively limited options within its offer of other pet food and does not necessarily cater to specific dietary requirements of multiple species.

COMPETITIVE LANDSCAPE

Masterpet continues to lead

Masterpet Corp has been a leading industry player in other pet food for a considerable time. Although the company shifted its focus away from other pet food in 2019 to input more resources into dog and cat food for favourable profit margins, it still increased its leading value share of other pet food slightly.

Topflite stays strong

As Masterpet Corp steers its focus towards dog and cat food, Topflite Ltd is an increasingly strong competitor with growing presence and distribution in pet superstores and pet shops. Industry sources confirm Topflite as a significant brand in pet food categories other than food for cats and dogs for its premium products.

KayTee, Tetra and others struggle due to the competition

Prominent players in other pet food such as KayTee Products Inc, Tui Products Ltd and Spectrum Brands Holdings Inc (Tetra) have all experienced decline in their value shares due to decreased distribution and increased competition from incumbents such as Masterpet Corp and Animates Ltd. Sources confirm that rising costs of production and distribution are putting strain on profit margins for leading players which is causing previously popular brands difficulty in competing for the top value shares.

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