Other Pet Food in the Netherlands

PROSPECTS

Sluggish value growth due to population maturity

Compared with dog and cat food, value growth in other pet food was sluggish in 2017, as it faced the same predicament of stagnating volume sales due to a mature pet population, but without a similar ability to compensate for it through rising unit prices. Overall, other pet food exhibits a high degree of commoditisation, as consumers are less likely to humanise small mammals, reptiles or fish and are therefore less disposed to accept a significant price differential for premium products, especially in light of the fact that the ingredients included in the products’ composition tend to be rather basic.

Small mammals grow in popularity as birds and fish decline

The other pet population is expected to keep consistently falling over the forecast period, mainly due to the declining number of ornamental fish. With still roughly half of the country’s ornamental fish living in ponds, continued urbanisation will further diminish the number of households having a large enough garden to accommodate a pond.

Tentative signs of nascent premiumisation in small mammal food

In light of a stagnating other pet population, finding ways to add value to products will be critical to grow manufacturers’ revenue in other pet food. Whilst large parts of other pet food remain rather commoditised, small mammal food is showing tentative signs of premiumisation, with new product development focusing on functionally fortified varieties.

COMPETITIVE LANDSCAPE

Vitakraft Nederland stays ahead in a fragmented landscape

Vitakraft Nederland continues to lead sales in other pet food, owing to its strong position in small mammal food as well as bird food. Overall, other pet food remains relatively fragmented, as none of the leading players currently have a product portfolio covering all types of other pet categories.

Pet stores, superstores and now home improvement and gardening stores account for the highest sales

Non-grocery specialists continues to be the main distribution channel in other pet food in the Netherlands, as they offer fish food and bird food, together with all other accessories needed for keeping such pets, at a single location. Moreover, there is a prevailing view that fish and reptiles (and, to a lesser extent, birds too) require retailers to be more knowledgeable about nutritional needs.

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