Other Pet Food in Norway

PROSPECTS

Specialist retailers pay more attention to other pet food

Despite further sales growth in 2017, the market size remained small in comparison to dog and cat food. While pet humanisation has added value to cat and dog food, the trend is less apparent in other pet food.

Other pet food sales remain relatively small through grocery retailers

In 2017, grocery retailers lost ground across pet food due to stronger competition from other channels. Despite not being as bulky as dog and cat food, grocery retailers do not consider the value size and profitability sufficient to invest heavily in other pet food.

Bird food and fish food struggle to add value

While small mammal/reptile food experienced an upswing in product development towards the end of the review period, bird food and fish food struggled to add value. The pet humanisation trend is weak in fish food and “one size fits all” options are common in grocery outlets.

COMPETITIVE LANDSCAPE

Norwegian subsidiaries important for customer service

The lack of Norwegian subsidiaries in other pet food is one reason for the category’s modest position within the industry. The majority of other pet food is distributed by leading multibrand importers and distributers, such as Harlem Food and Jensen & Co; although pet food is a very minor part of their portfolios.

Premium brands gain ground in small mammal food

In this category, small mammals benefits most from the pet humanisation trend. As a result, small mammal food witnessed the entry of new premium brands and product launches towards the end of the review period.

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