Other Pet Food in Portugal

PROSPECTS

Other pet food remained stable in value terms even though the population of other pets overall declined in 2017. Despite the popularity of cats and dogs putting Portugal very close to the EU average, the same is not true for other pets.

It is not expected a relevant change over the forecast period as the number it is expected to continue to suffer a slow decline driven by the overall decline in fish population.

Fish food records the worst performance

Small mammal/reptile food recorded a steady performance in value and volume terms, with bird food being the only category registering growth in both value and volume terms in 2017. Despite the importance of the fish population when compared with birds and small mammals/reptiles, the fact is that the population declined every year over the review period.

Lack of innovation affects category value sales

Premiumisation supports value growth in cat and dog food, as manufacturers perceive the growth potential. In the case of other pet food, the stability recorded in past years and no changes expected in the future in terms of category dynamism hold back manufacturers from making stronger investments in new product development.

COMPETITIVE LANDSCAPE

Vitakraft maintains category leadership

With the lack of dynamism in other pet food categories, no ranking changes were recorded during 2017 within top players. Vitakraft remained the leading company and registered a positive value performance.

Leading players in fish food maintain brand positions

With the fish population and therefore fish food both declining in 2017, the producers of leading brands Sera and Tetra managed to remain positive. Fish owners that remain tend to be the ones more strongly involved with the category.

Pets shops is a relevant channel in sales of other pet food

Supermarkets and hypermarkets combined accounted for the most relevant part of other pet food sales. A considerable variety of brands, prices and food types, together with the convenience of being able to buy it in the same groceries trip remain advantages.

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