Other Pet Food in Russia

PROSPECTS

Rising demand for small mammal/reptile food drives growth in line with growing population of these pets in Russia

Other pet food in Russia continued to experience steady but undynamic demand in 2020, while current value growth was driven by small mammal/reptile food, in line with the increasing popularity of both small mammals and reptiles as alternative pets to cats and dogs. These types of pets are much better suited to smaller urban homes with no outdoor space including apartments, while small mammals in particular, are often an introduction to children learning to care for a pet before committing to a larger animal with a longer lifespan.

Slow growth for fish food and bird food as these pet types do not benefit from pet humanisation trend

Despite the large fish population in Russia, and gradual rise in the bird population, growth remains lower for both categories compared to the performance by small mammal/reptile food. Fish and birds do not benefit from the increasing pet humanisation trend in Russia enjoyed by cats, dogs and to a lesser extent small mammals, and therefore other pet food producers cannot take advantage by developing premium ingredients or specific features as they are able to offer for larger pets due to owners’ concerns over their wellbeing.

Pet shops remains dominant distribution channel due to specialist knowledge regarding the care and maintenance of other pets

Pet shops retained its dominant position as a distribution channel for other pet food in 2020, with the non-grocery specialists channel holding much greater importance for sales of small mammal/reptile food, bird food and fish food compared to cat and dog food. Due to the more specialist nature of owning fish, birds and reptiles in particular, enthusiasts are more likely to visit a pet shop to obtain advice from trained staff relating to care and correct food.

COMPETITIVE LANDSCAPE

Tetra Werke retains overall leadership of other pet care due to dominance of fish food

Other pet food is fairly concentrated amongst the leading players due to their established distribution networks and strong brand reputations, making it difficult for new or smaller players to emerge. Many of the leading players are not particularly active in new product development and any new launches tend to be expansions of existing brands rather than true innovation.

Biofarmtoks continues to make gains as local distributor for Mealberry

Ranked second in overall pet care, local player Biofarmtoks NPF ZAO continued to make gains in 2019. The company is a local distributor for Mealberry GmbH and leads bird food with the brand Rio, and more importantly, it strengthened its leadership of the dynamic category of small mammal/bird food with its brand Little One.

E-commerce continues to gradually gain ground in distributing other pet food

The development of e-commerce in Russia has had a varying influence over the distribution of other pet food, where it also holds its lowest share within overall pet care. However, it continued to gain value share at the end of the review period and record double-digit current value growth.

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