Other Pet Food in the Philippines

PROSPECTS

Limited potential for growth in other pet food sales

The category’s growth remained stable in 2020, with potential performance continuing to be adversely affected by alternatives such as live insects/worms, which can be fed to some fish species and reptiles. The category’s growth is expected to remain dependent on the increased number of birds, fish and small mammals/reptiles kept as household pets.

Rabbits appeal to some, but care requirements are off-putting for others

Small mammals such as rabbits and hamsters continue to appeal mainly to younger consumers in the Philippines, and are often an introduction to pet ownership. However, greater attention is being drawn to rabbits as pets with the emergence of rabbit cafés such as MM’s Bunny Café in Bacolod City.

Pet Lovers Centre sells wide variety of products, may increase interest in other pets

Although some pet stores sell only pet care items, and not live animals, a few do sell live animals. Pet Lovers Centre, which opened its first outlet in October 2018 having entered into a franchise agreement with Robinsons Retail Holdings Inc, is among those pet stores located in shopping malls.

COMPETITIVE LANDSCAPE

Price a key factor in purchasing decisions, private labels popular due to lack of differentiation

There are very few major local players in other pet food, and there seems to be little interest among local players in entering the category. This is possibly because interest in keeping fish, birds, small mammals or reptiles as pets is limited compared with dogs and cats.

Bio Research Inc consolidates lead in bird food as Vitakraft withdraws

Vitakraft Asia Pacific Pte Ltd, which had a presence only in bird food, dropped out of the category, as according to its local distributor, New Tower Trading Inc, its brand was not available at all in 2019. Although bird food continues to hold the second highest volume share within other pet food behind fish food, its value sales remain low.

Social media used for promotion, some new introductions seen towards end of review period

There is little company or brand activity in the category. Most companies rely on social media sites for promotions.

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