Other Pet Food in Norway

PROSPECTS

The humanisation trend does little to drive premium sales for small mammal/reptile food 

Small mammal/reptile food is slowly emulating dog and cat food in terms of focusing more on premium products. An example is the growing rabbit and guinea pig brand Puur, with its Sensitive series that is gluten-free.

Bird food sees a small boost in sales as grocery retailers’ stock it once again, to remain competitive 

In bird food, breed and species-specific food has a strong presence in pet shops, and premium players offer a varied selection in terms of activity level and health claims. However, bird food is often overshadowed in terms of visibility by wild bird food, which is more common, especially in grocery retailers.

Fish food continues to struggle as a lack of humanisation stunts growth, and the landscape lacks clear direction 

As fish experience a very small degree of pet humanisation, it makes it challenging to sell value-added variants of fish food. Retail and distribution is also limited for fish food, with grocery retailer’s carrying only generic and basic brands, if that.

COMPETITIVE LANDSCAPE

Grocery retailers share remains small as other pet food results in low profits, whereas the share of e-commerce is on the rise

Grocery retailers currently have a minimal share in other pet food, and this is likely to remain the case over the forecast period. This result is due to these retailers having a high demand for inventory turn-over, which other pet food products has difficulty meeting.

There is a lack of Norwegian subsidiaries and private label offerings in other pet food, hampering overall growth

The lack of local representation within other pet food remains a significant impediment to growth. Most players in other pet food are distributed by multi-brand importers and distributors, such as Harlem Food AS and Jensen & Co AS.

A lack of new entrant’s limits growth, however, small mammal food offers the best scope for premiumisation

Files are delivered directly into your account within a few minutes of purchase.