Ranges for small animals are increasingly finding their way on to supermarket shelves as ownership steadily grows
Small mammals may have only a gerbil’s nibble of the overall petfood market, but it’s a bite that grocery would be foolish not to share, says Tom Page, Wagg Foods’ sales and marketing director, .
His company launched a range of food for small animals into a few Asda stores in the mid-1990s - and now supplies more than 3,000 supermarkets, he says.
“The market has always grown at a steady 25% a year and is worth about £15m at retail in grocery,” he says [All Small Mammals, TNS Superpanel 52 w/e September 12], although he adds that many owners of small animals aren’t aware that such ranges are available in grocery. But that hasn’t stopped Wagg Foods gaining recent listings in a fair chunk of the convenience sector, including Alldays, One Stop, Jacksons and Bells.
The company conducted research two years ago which gleaned responses from more than 1,000 rabbit owners. About half the respondents were adult owners, which surprised Wagg Foods.
Page says: “The figures indicated that small animal ownership had increased by about 40% in the 1990s. Some people wanted a pet without the responsibility that comes with a dog or cat. About 20% of these people kept rabbits in the house.”
The over-50s accounted for 25% of rabbit owners - which Page attributes to the desire to have something to care for but without the worry of it outliving the owner.
Wagg Foods also supplies dry dogfood to grocers where the ranges have been squeezed. But within small animals “we have had a honeymoon”, says Page.
Far from being squeezed, space for ranges of food for small animals has been increased in the past three years. And there’s plenty of room for variety in the sector. Wagg recently launched a range of carrot and beetroot stick treats with added calcium for rabbits. It also provides Guinea Pig Crunch and Hamster Gerbil Munch. “Owners always search for new products and spending is rising,” says Page.
Small mammals may have only a gerbil’s nibble of the overall petfood market, but it’s a bite that grocery would be foolish not to share, says Tom Page, Wagg Foods’ sales and marketing director, .
His company launched a range of food for small animals into a few Asda stores in the mid-1990s - and now supplies more than 3,000 supermarkets, he says.
“The market has always grown at a steady 25% a year and is worth about £15m at retail in grocery,” he says [All Small Mammals, TNS Superpanel 52 w/e September 12], although he adds that many owners of small animals aren’t aware that such ranges are available in grocery. But that hasn’t stopped Wagg Foods gaining recent listings in a fair chunk of the convenience sector, including Alldays, One Stop, Jacksons and Bells.
The company conducted research two years ago which gleaned responses from more than 1,000 rabbit owners. About half the respondents were adult owners, which surprised Wagg Foods.
Page says: “The figures indicated that small animal ownership had increased by about 40% in the 1990s. Some people wanted a pet without the responsibility that comes with a dog or cat. About 20% of these people kept rabbits in the house.”
The over-50s accounted for 25% of rabbit owners - which Page attributes to the desire to have something to care for but without the worry of it outliving the owner.
Wagg Foods also supplies dry dogfood to grocers where the ranges have been squeezed. But within small animals “we have had a honeymoon”, says Page.
Far from being squeezed, space for ranges of food for small animals has been increased in the past three years. And there’s plenty of room for variety in the sector. Wagg recently launched a range of carrot and beetroot stick treats with added calcium for rabbits. It also provides Guinea Pig Crunch and Hamster Gerbil Munch. “Owners always search for new products and spending is rising,” says Page.
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