Creature Companion - Interzoo Special Interzoo Special 2018 | Page 17

Competitive Landscape:
In 2017, Mars International India
accounted for over half of the pet
food market share in India with
its fl agship brand “Pedigree”. Th e
company’s strategy is to target price-
sensitive customers through its
economically priced products which
has helped the company generate high
market revenues in the last few years.
Th e company’s wide distribution network
has also enabled it to cater to a larger audience
with the brand present across all retail formats
in India. In 2015, the company launched
its premium dog food brand Eukanuba,
targeting high-income consumers. Given the
company’s wide distribution network and
a growing trend among pet owners toward
purchasing premium products, the brand is
gaining popularity in this space. Th e brand is
competing with other super premium players
such as Farmina, Hill’s Science Diet and
Arden Grande. Other major players present
in the pet food market are Royal Canin India
Pvt Ltd (Royal Canin) and the Indian Broiler
Group (Drools). In the cat food category, Mars
International India is leading the market with
a value share of over 55 percent. Its fl agship
brand Whiskas continues to enjoy high levels
of popularity among existing customers as
In 2017, Mars
International
India accounted
for over half
of the pet food
market share in
India with its
fl agship brand
“Pedigree”
well as new customers who are making
the shift from home-cooked food to
packaged cat food.
With
increasing
competition
within the industry, pet food
manufacturers are focusing on
widening their brand presence
across multiple pet food segments to
target diff erent consumer groups. Royal
Canin, for example, has been focusing on
the niche therapeutic segment. Th e company
has recently introduced a veterinary diet feline range which claims
to manage and support a wide range of problems such as kidney,
urinary and other health problems.
DRIVERS & TRENDS:
Evolving Pet Food Demand from the Middle-Class Population
In most middle-class households in India, milk and roti (Indian bread)
have traditionally been the staple diet of pets. However, packaged
dog and cat food is now increasingly being preferred by pet owners
on account of the changing perceptions and lifestyles of the middle-
class population. Th is section of the population is witnessing a rise in
disposable incomes, with people no longer possessing suffi cient time
to prepare home-cooked meals. Th us, they now prefer to opt for the
more convenient commercial pet food products. Further, people are
becoming aware of the positive nutritional qualities of packaged pet
food as they are realising that roti and milk do not meet the dietary
requirements of their pets. Earlier, pet food was more popular among
high-class, affl uent families in India but this is no longer the case.
17
Interzoo Special 2018
| Creature Companion