Other Pet Food in the US

PROSPECTS

Internet retailing will further disrupt traditional category structures

The rise of internet retailing as a significant channel has been dramatic. Over the span of only two years (between 2015 and 2017), its value sales share gained four percentage points, and the channel is projected to grow considerably in 2018.

Targeting younger children is crucial for future sales

Small mammals and fish are common pets for families with young children. These pets are easier to care for than a dog or cat and help teach young children about the responsibilities of pet ownership.

Restrictions on pet availability are a threat to growth

The ownership of other pets hinges largely on the availability of these animals to consumers. However, as a growing number of municipalities considers bans on the sale of certain animal types, overall pet ownership stands to suffer.

COMPETITIVE LANDSCAPE

Premium innovations help smaller companies gain share

While humanisation trends in other pet food are not as developed as in dog food or cat food, they have driven growth for the premium end of the category. This is particularly true within small mammal/reptile food, as premium food manufacturers such as Oxbow Animal Health have grown share through innovative offerings that provide functional benefits.

The pet shops channel faces significant challenges

The pet shops channel has always been crucial for other pet food – the channel’s value share in this category in 2017 was 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.

Manufacturers seek to adapt to changing channel dynamics

The struggles of pet shops in other pet food have forced manufacturers to carefully consider their channel strategies. Category leader Central Garden & Pet Co, for instance, generates the vast majority of its sales from pet shops and is a leading distributor of third party products in this channel as well.

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