Other Pet Food in the Philippines

PROSPECTS

Small mammals/reptiles slowly gain consumer interest

Small mammals such as rabbits and hamsters continue to appeal mainly to younger consumers in the Philippines, and are often an initiation into 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.

New fish food launches help sustain strongest sales

Fish food continued to hold the highest volume and value share of other pet food in 2019, although its performance remained stable rather than dynamic as Filipino consumers are price sensitive and can moderate the amount of food they feed their fish, making it last for longer, as well as to avoid overfeeding. Packaged fish food also suffers from competition from substitutes, with species such as arowana being fed with live food such as insects and worms.

New pet shop Pet Lovers Centre offers wide range of products targeting variety of animals

Singaporean pet shop brand, Pet Lovers Centre, entered into a franchise agreement with Robinsons Retail Holdings Inc to open its first outlet in Robinsons Galleria in 2018. Unlike many pet shops that simply offer food for some animals, this new store sells food for a wider range of animals and also sells hamsters, rabbits, guinea pigs and fish, in addition to stocking a wide range of products for all types of pets.

COMPETITIVE LANDSCAPE

Spectrum Brands strengthens leadership of other pet food through Tetra fish food

Spectrum Brands Holdings Inc gained further value share to strengthen its leadership of other pet food, in what is a highly fragmented competitive landscape. Its performance is due to the popularity of the biggest brand in fish food, Tetra, which offers a wide variety of food for specific breeds of fish.

Highly fragmented competitive landscape, with many small brands present

With the value share of others dominating other pet food due to the high number of small brands in the category, local players must try to compete through pricing to gain consumers’ attention. The pet shop, Bio Research Inc, sells private label pet food for fish, small mammals and bird food.

Limited innovation within bird food

Although bird food continues to hold the second highest volume share within other pet food behind fish food, its value sales remain low. This category continues to be led by Bio Research Inc and Versele-Laga NV with their popular brands Bio-Min and Nutribird Beo.

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