Other Pet Food in Sweden

PROSPECTS

Small mammal population declines, but sales keep rising

While demand for small mammals has fallen, they remain popular with families with children. Rabbits, hamsters and guinea pigs take up little space and require less care than a dog or cat but at the same time enable children to take on the responsibility of looking after a pet.

Premium food for birds and fish supports value sales

The bird and fish populations in Sweden also continued to decline in 2019, with this serving to inhibit new product development. Indeed, the review period saw very little product innovation, with only a few new products launched.

Unique and quirky reptiles grow in popularity as pets

Reptiles are not the easiest of pets to keep, and people who opt to own one tend to be committed to their welfare and prepared to invest in the habitats and equipment needed to ensure their health and welfare. An ongoing rise in the reptile population contributed to the further current value growth of small mammal/reptile food in 2019.

COMPETITIVE LANDSCAPE

Local brands favoured over the household names

Swedish company Dogman remained the clear leader in other pet food in 2018 thanks to its strength in all three categories, particularly fish food. The company continued to gain share in both bird food and fish food in 2018 but lost ground in small mammal/reptile food.

Lack of activity in fish food

Fish food saw little in the way of new product development over 2018/2019, largely due to the declining fish population and waning interest among consumers. The fall in the fish population is expected to continue over the forecast period, thus hampering the category’s volume sales.

Brit brand’s appeal reaches small mammal/reptile food

VAFO Sverige’s Brit brand gained ground at the expense of more established manufacturers such as Dogman and Best Friend. VAFO’s share gain can be primarily attributed to the company being one of the first to focus on premiumisation in small mammal/reptile food, with the category having previously seen little activity in this area.

Files are delivered directly into your account within a few minutes of purchase.