Upward trend in the small animal market

The first pet most people own is a guinea pig, hamster or a mouse. This fact has given small mammals the ambiguous reputation of being the entry-level pet for children and young people. Since the amount of time that has to be spent on looking after small animals is by no means as great as for dogs and cats, for example, these pets are also tolerated by most parents. Another factor in favour of small animals is that they can be kept even in small apartments, because they don't require as much space as dogs and cats.

The small animal market is far bigger and more diverse than many people think, however. Not only has the number of pets grown in recent years, at any rate in Europe, but also the variety of species available. This change has been accompanied by a change in the awareness of many owners of small animals, and the natural needs of the pets are now taken into account more than ever before. Many owners are also prepared to part with much more money in the pet store for their cuddly companions if they obtain products that promise added health value for their pets. In this respect a natural, balanced diet for small mammals is becoming increasingly important. This trend is clearly visible not just with regard to main food and treats - product groups in which quality has increased significantly in recent years anyway - but also with regard to hay products. A prime example is the new VitaVerde line from market leader Vitakraft. The product line is completely devoid of artificial flavourings and additives and is comprised only of purely natural products manufactured from natural raw ingredients. It has been available in the retail trade since the start of March and also includes some entirely new products that cater to current consumer trends. 

It is not easy to obtain reliable figures for the small animal market. The sales volume is too small for most pet supplies companies to consider it worthwhile carrying out extensive market research into this product category. According to information from the international market research provider Euromonitor International, sales of small animal and reptile food - these two product groups are unfortunately combined - increased in western Europe to 971 mio euros in 2017. In 2012, thus five years previously, the sales volume was only 830 mio euros, showing that the market for small animal food is recording strong growth. In Great Britain in particular, where two companies…