Other Pet Food in the United Kingdom

PROSPECTS

Bird food sales are in decline despite the increase in the bird population

Both value and volume sales of bird food are in decline in the UK. Despite the population of birds which are kept as domestic pets continuing to increase, the decline in bird food sales is driven by the habit persistence of some bird owners, said to be three in every 10 owners, of only feeding their birds once a week.

Small mammals lose popularity

Small mammals such as guinea pigs and rabbits are popular pets because of their small size and easy domestication. However, the population of small mammals which are kept as pets is decreasing in the UK, as people tend to prefer to have a cat or a dog or are even drawn towards keeping reptiles.

The fish population is also decreasing

The pet fish population is also declining in the UK. Among households, keeping fish is considered more of a hobby rather than constituting pet ownership.

Specialist retailers feed nascent demand for premium products

Premiumisation is in its infancy in other pet food. The biggest growth in this area was seen in small mammal food, with producers of brands such as Harringtons and Supreme focusing on premium rabbit and guinea pig food.

COMPETITIVE LANDSCAPE

Mars leads but private label gains popularity

Mars leads in pet food and other pet food, benefiting from its existing distribution channels which cover all leading retailers, but faces increasing competition, not least from the mounting threat of private label. Whilst Mars and Tetra have a comfortable lead in fish food, private label is growing as consumers look for value.

Burgess addresses small mammals’ specific nutritional needs

The Burgess brand, which is also present in dog treats and mixers, continues to increase its value share of small mammal/reptile food in the UK. It aims to develop pet food that meets the more complicated nutritional needs of small mammals, such as rabbits.

Tetra launches added-value fish food and increases it value share

In 2018, the second biggest brand of fish food in the UK, Tetra, launched Pro Colour Fish Food for tropical fish. This premium fish food, as well as providing necessary nutritional value, contains additional carotenoids to increase the natural colouration of the fish.

Pets at Home invests for success

Pets at Home led overall value sales of other pet food in the UK in 2018 with its private label. In the same year, in small mammal/reptile food, it took the lead from Wagg by Inspired Pet Nutrition Ltd.

Files are delivered directly into your account within a few minutes of purchase.