Other Pet Food in Russia

PROSPECTS

Increasing population of small mammals drives other pet food

Other pet food is expected to be characterised as a developing category over the forecast period. While owning a cat or a dog was relatively common in Russia, keeping other animals as pets was less usual, but became more commonplace.

Other pet food distribution is concentrated in non-grocery specialists

Pet shops and pet superstores will remain dominant in other pet food value sales in the forecast period. Compared to dog and cat food distribution, non-grocery specialists had much stronger importance for sales of small mammal/reptile food, bird food and fish food.

Other pet food manufacturers aim to make other pets more popular

One of the major limiting factors for other pet food development was the low population of other pets in Russia. Popularisation of small mammal, reptile, bird or fish ownership often happened through special exhibition stands in shopping malls and so-called contact zoos, which gained popularity in shopping malls in big cities.

COMPETITIVE LANDSCAPE

Dominance of international manufacturers continues in other pet food

Other pet food remained dominated by international companies at the end of the review period. Tetra Werke GmbH led value sales in 2017, in GBO terms Spectrum Brands Holdings Inc, followed by Mealberry GmbH and Vitakraft Pet Care GmbH & Co KG.

Manufacturers of other pet food show little innovative effort

Compared to dog and cat food, the level of marketing activity in other pet food is extremely low. Most of it takes place in form of advertisements in specialist magazines, websites or point of sales promotion.

Grey market sales limit other pet food development

In fish food and reptile food the grey market was an important factor that limited category development. In fish food in Russia, there was bulk purchasing of products directly from manufacturers with further re-packaging into smaller portions.

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