Other Pet Food in Switzerland

PROSPECTS

Weak pet humanisation trend limits scope for development

Other pet food is projected to see a further decline in retail volume sales over the forecast period, although current value sales are expected to rebound. The declining other pet population militates against volume growth, while value growth is likely to be driven by higher unit prices, but also a level of premiumisation.

Hectic lifestyles and time and space constraints favour choice of fish as pets

Fish food is expected to remain the only category to see retail volume sales growth, while leading current value growth, over the forecast period. The fish population is larger than even that of cats and dogs in Switzerland.

Population growth and premiumisation boost volume and value sales in fish food

Fish food is set to remain the best performer in growth terms over the forecast period. Fish are perceived as suitable pets for consumers with fast modern lifestyles.

COMPETITIVE LANDSCAPE

Vitakraft leverages strong investment and wide distribution to remain the clear leader

Vitakraft Schweiz continued to lead other pet food in value share terms in 2019. The company remained the leading player in bird and small mammal/reptile food, and the fourth-ranked in fish food.

Growth of e-commerce adds to the pressure on grocery retailers’ private label offer

Private label’s value share in other pet food fell further in 2019, largely due to a downturn in bird food, and stagnation in small mammal/reptile food and fish food. As demand is relatively weak, many grocery retailers are reluctant to invest significantly in developing their other pet food ranges.

Players focus on health and wellness and premiumisation to grow interest in the category

Other pet food players are required to invest in order to develop and grow the category. The strategic direction is likely to focus on adding dynamism through premiumisation and generating consumer interest in other pets.

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