Other Pet Food in Norway

PROSPECTS

Premiumisation seen only to a limited extent in other pet food

Small mammal food is increasingly emulating dog and cat food in terms of premiumisation. Although the category size of other pet food remains small in comparison with dog food and cat food, small mammal food brands with a more premium positioning such as Farmer and Burgess are gaining in share within small mammal/reptile food.

Other pet food increasingly prioritised by key non-grocery channels

Pet shops and pet superstores are driving sales of other pet food. In 2018, rising competition from other channels, such as home and garden specialist retailers and internet retailing, increased within dog food and cat food.

Bird food and fish food struggling to add value

As birds and fish are not subject to the same degree of humanisation as dogs and cats and, increasingly, small mammals, producers of bird food and especially fish food are struggling to add value to their offerings. While small mammal/reptile food experienced an upswing in new product development towards the end of the review period, manufacturers of bird food and fish food struggled to appeal and even experienced volume sales declines in 2018.

COMPETITIVE LANDSCAPE

Sales growth hampered by lack of local subsidiaries

A lack of Norwegian subsidiaries is hindering value sales growth for other pet food. Indeed, the absence of strong local representation in other pet food is one reason for the category’s modest position within the industry.

Limited competition linked to lack of new entrants

The relatively low exposure and profitability of other pet food results in a limited number of new entrants in the category. This in turn meant that changes in companies’ value shares and rankings were minimal in 2018.

Small mammal food offers best scope for premiumisation

Premium brands are adding value to small mammal food, with pets such as rabbits, guinea pigs and hamsters most likely to benefit from the pet humanisation trend in other pets. Indeed, brands such as Farmer by Felleskjøpet and Burgess by Pro Pet (formerly Morene Produkter AS) are benefiting from emulating dog and cat food by incorporating popular premium elements.

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