Today: February 12, 2016, 2:32 am

United Kingdom bird food market sales grew by 2% during 2012
Other Pet Food in the United Kingdom - a new market research report on 2014-03-21 14:16:04
With sales accounting for more than £50 million and a market share of 17%, private label ranks number one in 2011, led by pet specialist Pets at Home with sales reaching around the £24 million mark. The increasing success of private label products for food for birds, fish, small mammals and reptiles is down to two main reasons. On one hand, a lot of consumers are less emotionally attached to such pets than they would be a dog or a cat, so they are not as keen on paying for brands with premium prices; on the other hand, private label products are increasingly offering quality products presented in more attractive packaging.

In second position with a 10% value share comes Wagg Foods Ltd. The company only operates in small mammal food but has managed to stay in pole position as a brand, not only thanks to the rise in small mammal popularity and population, but also thanks to the diversification of its product range such as its Carrot bakes and Apple bakes for rabbits and guinea pigs, keeping its offering exciting.

Leading pet retailer Pets at Home observed a strong increase in other pets? purchase in 2011 and the beginning of 2012, explaining the hike in other pet food sales in that period. The trend for smaller and wilder animals has greatly affected this category. This has been influenced by numerous TV shows on wildlife as well as the perception that those pets are easier to keep, take up less space than more traditional pets and are low maintenance. Reptiles in particular have been popular, and their keepers rarely have only one of them, hence the rapid growth of their ownership.

Bird food sales increased by around 2% in terms of sales value, however, volume sales saw a slight decline of just under 1% as ownership has been mainly stable in 2011. Again, television shows have had an influence on the market. People are starting to appreciate more birds in the wild and actually be happy enough to buy equipment and food especially designed for birds that would come to their windows or garden. Wild bird food is excluded from this research but it would be fair to say that the sales of such products must have been growing much faster than the sales of food for pet birds over the last two years of the review period.

Over the forecast period, other pet food constant value sales are expected to grow by 38% reaching £453 million in 2017, thanks to the on-going rise of small mammal/reptile food, sales of which alone are forecast to rise by approximately 35% and reach £377 million. Consumers with tight amounts of space at home and little free time to allocate to pets will still lean towards other pets, especially small mammals/reptiles, the population of which should grow by more than 35% by 2017.

On the contrary, over the same 5-year period, the pet fish population will carry on declining as a large amount of fish that die may not be replaced and the pet bird population will grow very slowly, by less than 1%. Logically, sales volumes of food will follow those trends with negligible CAGRs, although value is expected to perform more strongly as product innovation and premiumisation drive average prices upwards.

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