Creature Companion - Interzoo Special Interzoo Special 2018 | Page 18
Pet Food Market
With the increasing availability of pet food products at competitive
prices, the middle-income group is now looking to buy various
brands of packaged pet food products for their pets. In addition to
this, growth in dual-income households coupled with a growing
middle-class population in the country is further pushing pet owners
to buy pet food products from retail stores instead of feeding home
cooked meals to their pets.
population bracket. Th ese superstores display
all brands of pet food, treats, accessories,
etc., providing pet owners with a variety of
product options to choose from. With rising
competition, a large number of manufacturers
are focusing on aggressive marketing and
promotional strategies to survive in the Indian
pet food market.
Infl uence from the West
Rising Demand for Organic Pet Food
Indian consumers are also increasingly adopting trends and habits
As people are increasingly purchasing
of western cultures, which is evident in the rapidly changing
expensive breeds of pets, the demand for
lifestyles of individuals, especially those living in metro cities. Th e
premium pet food products is also witnessing
trend of adopting pets is also a manifestation of the same, which
an associated increase that is likely to continue
is consequently acting as the key driver for the growth of the pet
over the forecast period. People are also
food market in the country. However, apart from dogs, cats are
concerned about the nutritional content of
increasingly being adopted as pets despite the many superstitions
pet food, and urban high-income consumers
associated with encountering/interacting with cats. Th is further lends
and passionate pet lovers are ready
credibility to the argument that the infl uence of western
to spend extra on specialized
culture is driving Indians to adopt pets. Furthermore,
diets that provide the
Indian consumers are gradually becoming inclined
Many companies
optimum nutrition to
towards purchasing premium pet food and
are also focusing
their pets. Th is is also
specialty products, such as breed and age
on creating an
creating a demand for
specifi c products. In addition to this, they have
effective product
super premium foods,
also gained a better understanding of their pets’
supply chain, and
leading to the enhanced
nutritional needs with a growing number of pet
are engaging
brand
visibility of super
owners having realized the fact that pets need
with online retail
premium dog foods such
more proteins and vitamins than human beings.
platforms
as Arden Grande, N&D
Th us, demand for pet food is anticipated to rise
and Hill’s Science Diet among
during the forecast period.
consumers. Organic/natural pet
food is considered to be a super premium
Aggressive Marketing & Promotional Strategies
product, part of a niche segment within the
Better internet connectivity, new business models and rising number
pet food market. With increasing awareness
of digital media platforms have provided companies enhanced
about ideal pet diets, demand for such
opportunities to promote their brands. Many companies are also
products is likely to increase over the forecast
focusing on creating an eff ective product supply chain, and are
period. Pets are adored in their families and
engaging with online retail platforms and institutions for the
treated like humans; pet lovers are, thus, not
same. Increasing consumer awareness and growing sophistication
ready to compromise on the health of their
in consumer preferences with regard to pet food are indicators
pets. As a result, those who are ready to spend
that the demand for commercial pet food in India is likely to rise
more on their pets are likely to opt for super
in the coming years. One of the ways to create brand awareness is
premium specialized organic products to
through innovative advertising. Pet food companies are entering into
ensure that their pets achieve optimal health.
market tie-ups with veterinary clinics to ensure that their brands
are recommended to visiting pet owners. Veterinary doctors are,
thus, playing a signifi cant role in infl uencing pet owners’ decisions
Author:
regarding which pet food brand to patronise. In addition to this,
Mr. Mahesh Bendre
exclusive retail pet stores are expanding in the Indian market. Such
Vice President
TechSci Research
stores are increasingly becoming popular among pet owners due to
Tel: +91 120 4523900
the one-stop solution they off er for all pet requirements, including
Email: [email protected]
food, accessories, services, etc. Some of these pet superstores also off er
high-end pet products for consumers belonging to the high-income
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Creature Companion | Interzoo Special 2018