Other Pet Food in South Africa

PROSPECTS

Rising urbanisation and busier lifestyles support expansion of other pet food

Despite challenging economic conditions, other pet food showed a marginal improvement in total volume sales growth in 2020, while current value growth was only slightly slower than that recorded in 2019. Overall volume and current value growth rates were bolstered by the expansion of the other pet population, with the numbers of birds, fish, small mammals and reptiles kept by South Africans increasing.

Small mammal/reptile food is the most dynamic category

Small mammal/reptile food was the fastest developing category within other pet food in volume and current value growth terms in 2020. While this was partly because sales were emerging from a comparatively low base, other factors also lifted the category’s performance.

Polarisation persists as pet humanisation trend is offset by economic uncertainty

Other pet food continued to experience polarisation in 2020. Though less influential than in dog and cat food, the pet humanisation trend led some consumers to favour higher quality and more expensive products claiming to provide optimum nutritional benefits for different types of birds, fish, small mammals and reptiles.

COMPETITIVE LANDSCAPE

Marltons maintains commanding lead in other pet food

Marltons Pets & Products remained the overall leader in other pet food in value terms in 2019. Offering a wide range of product types under its eponymous brand, the company dominated fish food and small mammal/reptile food, and also held the leading position in bird food.

Demand for private label products continues to rise

While their overall aggregate value share fell slightly from 2018, private label continued to perform well in other pet food in 2019. Demand was bolstered by the unfavourable macroeconomic climate, with increased budget-consciousness leading more consumers to seek out cheaper alternatives to leading brands.

Other pet food distribution remains heavily concentrated in pet shops

Pet shops continued to dominate other pet food distribution in value terms in 2020. The dominance of this channel is largely explained by the fact that pet shops carry much wider assortments of other pet food products than other retailers.

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