Other Pet Food in the US

PROSPECTS

Digital competition and pet sales restrictions pose challenges

Competition for the attention of children is more intense than ever. The dramatic evolution of technology has resulted in many children playing with smartphones, tablets and other types of electronic entertainment at ever younger ages.

Success of internet retailing encourages leading pet superstores to push for omnichannel strength

Pet superstores and pet shops continue to dominate the distribution of other pet food, with these offering a wide range of options to cater to different species. In-store sales staff are also able to provide specialist advice on the best food for the customer’s pet.

Pet humanisation and premiumisation increase influence, with strong growth for nutritious frozen fish food

Although cats and dogs have benefited the most from the pet humanisation trend, other pets such as rabbits, reptiles and even fish are also increasingly seen as companions and family members. Pets such as these can be easier to look after than cats and dogs, making them suitable for the elderly and younger busy consumers, some of who are choosing to have pets rather than children.

COMPETITIVE LANDSCAPE

Versele-Laga promises innovation following acquisition of Higgins Premium Pet Foods

At the end of 2018, Florida-based company Higgins Premium Pet Foods was acquired by Belgian company Versele-Laga NV. Higgins produces a range of premium bird food and small mammal/reptile food, with Versele-Laga hoping to use this acquisition to expand its business into the US.

Leader Central Garden & Pet bolsters pet specialists via merchandising advice

The pet shops channel has always been crucial for other pet food, with the channel’s value share in this category in 2018 being significantly higher than in any other category of pet care. These shops have traditionally thrived by selling new owners a bird, small mammal, fish or reptile and providing the expert advice and products that owners need to care for their new companion.

Private label gains trust, with premium players offering distinctive benefits in order to compete

As with dog and cat food, private label saw an increase in its value share in other pet food in 2018. Consumer trust in private label is improving in packaged food for human consumption, with this trend also increasingly extending into food for pets.

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