Other Pet Food in South Africa

PROSPECTS

Consumers suffer as the economy struggles

Generally, consumers fall in one of two categories – either seeking to save money or looking to purchase the products that offer the most nutritional value to their pets. Given the weak South African economy, consumers tend towards the former, against the backdrop of a weaker local currency and a low-growth environment.

Other pet food remains a specialised category

Industry sources indicate that cats and dogs are more popular than other pets, which makes other pets a niche category. For instance, in tough economic times, consumers are less likely to purchase birds, fish and small mammals as they are to adopt dogs and cats.

COMPETITIVE LANDSCAPE

Marltons Pets & Products leads other pet food

Marltons maintained its position as the top producer of other pet food, including bird, fish and small mammal food. However, the company is undergoing restructuring, to bring its objectives more into line with those of its parent company.

Private label sales continue to grow

In keeping with the steady growth of private label in dog and cat food, private label is gaining share in other pet food. Several reasons are behind this phenomenon, including South Africa’s weak economy.

Pet shops still the main channel for other pet food sales

Driven specifically by bird food sales, which comprise the largest product area in other pet food, sales in standard retail channels such as supermarkets and hypermarkets continue to account for a minority share of other pet food sales. This is because consumers prefer to purchase these products in speciality stores, such as pet shops and stores.

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