Other Pet Food in the Netherlands

PROSPECTS

Stagnant pet population hits demand but small mammals carry sales

A stagnant other pet population has led to flat volume sales growth, but higher unit prices are buoying value sales. The pet humanisation and premiumisation trends are less apparent than in dog and cat food, so other pet food exhibits a high degree of commoditisation.

Urbanisation reduces call for birds and fish

The bird and fish populations are predicted to decrease steadily over the forecast period. Urbanisation and lifestyle trends militate against the keeping of ornamental fish and birds.

Premiumisation through small mammal food

Whilst most areas of other pet food are commoditised, some premiumisation is apparent in small mammal food. Companies are expected to compete by releasing healthier food, including fortified/functional options, and snacks.

COMPETITIVE LANDSCAPE

Focus of manufacturers is on what they know best

The competitive landscape is fragmented, since none of the leading players currently have a product portfolio covering all types of other pet categories. Moreover, there remained a strong leader in each category in 2018: Witte Molen in bird food, Tetra Werke in fish food and Vitakraft in small mammal/reptile food.

Non-grocery specialists dominate

Home improvement and gardening stores form the main channel through which other pet owners buy pet food. These retailers offer a broad variety of food for fish, birds and small mammals, as well as pet products.

Retailers affect prospects

The category’s prospects are being informed by strategic decisions by important retailers. For example, Welkoop took the decision to no longer sell rabbits or small rodents.

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