Other Pet Food in Switzerland

PROSPECTS

Demand for bird and small mammal/reptile food falls as more people favour fish

Continuing the trend observed over the review period, fish food was the only other pet food category in Switzerland to post growth in volume sales in 2019. Due to busy lifestyles, many Swiss households are now choosing to keep fish, which need relatively little maintenance, instead of birds, small mammals and reptiles, which require more care and attention in terms of feeding, cleaning cages etc.

Interest in added-value and functional products rises

Other pet food continued to witness a trend towards premiumisation in 2019, which helped to ensure current value sales declined at a slower pace than volume sales. This trend is strengthening consumer interest in higher quality and added-value options, such as organic foods or snacks and products that provide functional health benefits, eg immune system boosters for small mammals.

Fish food set to remain the most dynamic category

It is expected that bird food and small mammal/reptile food will continue to see volume sales decline over the forecast period as busier lifestyles and other factors make consumers less inclined to keep these types of animals as pets. Small mammal/reptile food is projected to perform slightly better than bird food in this regard, partly because keeping exotic pets such as snakes, geckos, turtles and toads has become fashionable in recent years.

COMPETITIVE LANDSCAPE

Vitakraft continues to benefit from its trusted reputation and well-developed portfolio

Vitakraft Schweiz continued to lead other pet food in value terms in 2018. The company remained the leading player in bird and small mammal/reptile food, and placed fourth in fish food.

Private label likely to continue losing ground to branded competitors

The overall aggregate value share of private label in other pet food declined gradually during the review period, and the downward trend is likely to persist over the forecast period. Private label will continue to lose ground as humanisation and other factors encourage consumers to trade up to branded products with added-value features and functional benefits that can improve the health and wellbeing of their pets.

Internet retailing set to make further gains in other pet food distribution

Supermarkets, pet superstores and pet shops look set to remain the most important distribution channels for other pet food in Switzerland over the forecast period. Supermarkets will continue to benefit from the fact that many consumers prefer to buy other pet food products during their regular grocery shopping trips.

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