Competitive Landscape
Masterpet Strengthens Lead with Vitapet Amid Value-Driven Shifts
The other pet food landscape in New Zealand remained moderately concentrated in 2025, with Masterpet Corp maintaining a commanding lead with 37% value share. This sustained strength is largely attributed to flagship brand Vitapet (for Ebos Group Ltd), which boasts an extensive portfolio of over 500 products and strong omnichannel presence across grocery, pet shops, and veterinary channels.
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Overview:
Understand the latest market trends and future growth opportunities for the Other Pet Food industry in New Zealand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Other Pet Food industry in New Zealand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Other Pet Food in New Zealand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Other Pet Food in New Zealand?
- Which are the leading brands in Other Pet Food in New Zealand?
- How are products distributed in Other Pet Food in New Zealand?
- How is the rise of e-commerce impacting the retail environment and consumer engagement?
- How are fashions and values in human food echoed in food for pets?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
Other Pet Food in New Zealand - Category analysis
Key Data Insights
Price Sensitivity Drives Volume Moderation Amid Cost-Of-Living Pressures
Price Sensitivity Drives Volume Moderation Amid Cost-Of-Living Pressures
Functional Nutrition Shapes Niche Premiumisation in Bird Food
Petdirect’S Omnichannel Expansion Enhances Access to Niche Species Products
Consumers to Prioritise Dogs and Cats Amid Selective Spending on Smaller Pets
Bird Food to Maintain Dominance, While Small Mammal Feed Set to Accelerate Growth Momentum
E-Commerce Growth and Niche Premiumisation to Reshape Specialist Product Access
Masterpet Strengthens Lead with Vitapet Amid Value-Driven Shifts
Supermarkets Anchor Routine Purchases with Broad Accessibility and Affordability
E-Commerce and Specialists Accelerate Growth through Assortment and Convenience
Pet Care in New Zealand - Industry Overview
Economic Caution Limits Volume Growth Despite Value Resilience
Key Data Insights
Economic Caution Limits Volume Growth Despite Value Resilience
Cat Food Resilience and the Rise of Preventative Care
Artificial Intelligence and the Rise of Premium Pet Tech
Households to Prioritise Essential and High-Utility Pet Care Products Amid Cautious Spending
Cat Food to Gain Further Ground, While Pet Products Offers Premium Growth Potential
Specialist and E-Commerce Channels to Capture Premium Growth with Science-Backed Products
Mars and Nestlé Purina Defend Leadership While Ebos Accelerates in Specialist Channels
Petdirect’S M-Pets Launch Highlights Innovation in Lifestyle Essentials and E-Commerce
Supermarkets Retains Dominance While Specialist Channels Accelerate Growth
Petdirect’S Omnichannel Approach Drives Specialist and Online Success
Evolving Consumer Priorities and Formulation Advancements
Technological Integration and Novel Delivery Formats
Strategic Realignment and Competitive Polarisation
Country Reports Disclaimer
The following categories and subcategories are included:
Other Pet Food
- Bird Food
- Fish Food
- Small Mammal/Reptile Food
Other Pet Food
This is the aggregation of bird, fish and small mammal/reptile foods.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Other Pet Food research and analysis database.
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