Reptiles are becoming more popular and fashionable, which is boosting sales of small mammal/reptile food and thus helping to sustain growth in other pet food despite volume declines in fish food and bird food. More Poles are buying reptiles due to their exotic image, rising disposable income levels and the fact these pets are becoming easier to obtain in Poland.
While not performing as badly as bird food, fish food volume sales are in decline. Increasingly, people want to own a pet that they can treat as a part of the family, with most preferring a cat or a dog to birds and fishes as a result.
Bird food is expected to see further decreases in retail volume and value at constant 2019 prices over the forecast period. Manufacturers of bird food are unable to stimulate sales growth as consumers are showing a growing preference for cats, dogs, small mammals and even reptiles.
While some brands, such as PTH Certech Sp j’s Korona Natury in small mammal food, are trying to capitalise on natural claims in other pet food, in general the category is in an early stage of development in terms of health claims. This is not the case in dog and cat food where a wide range of health claims are used to drive sales, including grain-free and sugar-free health claims.
PW Hobby Piotr Matuszewski gained leadership of retail value sales of other pet food in 2018, having been second for many years to Tropical Tadeusz Ogrodnik Co. The company secured its leadership through a strong presence across the category.
The sales growth of other pet food in 2019 can be attributed mainly to the performance of small mammal food, the largest category, which benefited from some marketing and promotional activities. However, apart from occasional price discounts and advertisements in the specialist hobby press, there was a general lack of marketing for other pet food.
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This industry report originates from Passport, our Pet Care market research database.