Other Pet Food in the United Kingdom

PROSPECTS

Continued decline as retail space is allocated to more popular dog and cat food

Other pet food saw a third year of both current value and retail volume decline in 2020, although the rates of decline slowed slightly compared with the previous two years. The value decline was also slightly slower than the volume decline.

Bird food performs well in value terms due to price rises

The best performance in current value terms in 2020 was seen by bird food, although this was purely due to significant price rises, as it saw the strongest retail volume decline despite a slight increase in the bird population. Increasing numbers of bird owners only feed their birds once a week, hampering volume growth.

Small mammals lose popularity, leading to decline

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 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 more unusual pets, such as reptiles.

COMPETITIVE LANDSCAPE

Investment by Pets at Home contributes to its success

Pets at Home, the biggest pet care specialist in the UK, led overall value sales of other pet food in the UK in 2019 with its private label line of the same name. The brand has invested in launching new products, as well as rebranding its existing private label ranges, including redesigning its packaging to position different private label ranges across various price brackets.

Inspired Pet Nutrition and Mars both perform well despite challenges

Although Inspired Pet Nutrition fell to second place from 2018 due to the strong performance of Pets at Home, it still managed to increase its value share in 2019 thanks to the growth of its Wagg brand, and despite the decline seen by its Harringtons brand. Wagg showed slow growth in the declining category of small mammal/reptile food, which led to overall share growth.

Tetra increases its value share with the launch of added-value fish food

Tetra remained the second biggest brand in fish food in the UK in 2019, and continued to see strong growth in its value share, In 2018, 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.

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