Other Pet Food in the US

PROSPECTS

Success of e-commerce encourages leading pet superstores to adopt an omnichannel approach

Between them, pet superstores and pet shops were still accounting for just over half of retail value sales of other pet food in 2020, with these outlets 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 sale restrictions could limit growth in the other pet population

Small mammals or even pet fish and birds are often seen as a good way to introduce younger children to owning an animal, perhaps with a mind to later owning a cat or dog, which can take more looking after. These animals can still be viewed as valued companions, just like dogs and cats, but they often require less care and attention, making them a good option for people who want a pet without as much time commitment.

Pet humanisation and premiumisation an increasing influence

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 busy younger consumers, who may even be choosing to have pets rather than children.

COMPETITIVE LANDSCAPE

Spectrum Brands acquires OmegaSea

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

Lack of innovation and less differentiated products holding private label back

Although consumer trust in private label has been improving in packaged food for human consumption, with this trend also increasingly extending into food for pets, the private label value share in other pet food declined in 2019. This is despite retailers such as Walmart recognising the benefit of focusing on pet food and pet care, with the pet humanisation trend offering plenty of opportunity to develop sales.

Hikari’s new Tropical Vibra Bites fish food innovation resembles live worms

Hikari has developed Tropical Vibra Bites specially for tropical fish that prefer live food. They are worm-like food that fish attack as they would in the wild.

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