Online pet care segment witnessed higher double digit value sales growth of 25% on year-on-year basis in 2011-2012. It further registered annual transactions increase of 22% on year-on-year basis in 2012. The segment is stipulated to witness average annual growth of 28% with respect to value terms in next 18-24 months (2012-2014). Increase penetration and reach of online platforms in Tier II and Tier III cities along with shift of consumer preference towards non dog and cat pets (online retailers focusing on fish, bird and small mammal food brands due to higher margins) are core drivers of marketspace. Further, higher discount schemes and cash on delivery mode further improving market sustainability.
Three online platforms control less than 50% of India pet care virtual marketspace in 2012. Dogspot.com is the market leader with transaction volume share of 20%. Itspets.com is the fastest emerging online pet care platform in India with market share of 18% (2011: 15%) in 2012. Indiapetstore.com, pamperedpetsonline.in, petsnpets.com, petwala.in etc are enhancing regional and local penetration.
[...] Credit and debit card contribute the remaining 20% across India. In May-August 2012, Mars International India Pvt Ltd launched national online campaign for its flagship dog food brand “Pedigree” offering 85 grams of wet packaging free on purchase of 1.4 kilograms of dry food. It was launched on platforms such as Askforpets.com, itspets.com and dogspot.com. In 2012, Whiskas Fishermen was the fastest growing brand across online retailing platforms, with year-onyear growth of 35%. Although, the growth was slightly hampered due to delay in import shipments from Thailand for Mars International India Pvt Ltd (JulyAugust 2012). [...]
[...] Bird and fish food are the fastest growing segment across online pet care market in India. Combined both segment contribute less than 20% of marketspace. Shift of consumers towards exotic bird, small mammals and fish breeds such as emu, ostrich, exotic monkeys, Arowana fish, Blue Macaw and squirrels is driving online sales. Cat litter and other products are predominantly sold through offline channels in India. India: Pet Care by Segments (2012) Dog Food Bird Food Other Food Pet Dietary Supplements Cat Food Fish Food Pet healthcare Other Pet Products Key Developments Non metropolitan cities account for dominant traffic and transaction volumes across online pet food retail segment in 2012. [...]
[...] Majority of dog food importers are looking at online retailers for exclusive distribution partnership to improve “early go to market strategy” and reduce barrier to entry (cost wise). Secondary Core Segment: Cat Food Cat food (e.g. Whiskas, IAMS, Royal Canin, Me-O) is the second biggest segment across India online pet care market, with dry format contributing 60% of total regional and national transaction segmental mix (2011-2012). Cat wet food (e.g. Whiskas, Royal Canin, Me-O) is the second biggest segment across dog food contributing 30% of total national transactions in 2012. Finally, cat treats (e.g. [...]
[...] Pet Care: Online Vs Offline Split (2012) Online Offline Tier2RetailResearch India Pvt Ltd Confidential India: Online Pet Care Market Outlook 2013 Majority of fish food sales are through private and public aquarium and offline retailers such as Matsya Darshini in Andhra Pradesh constituting 99% of total national volume sales in 2012. Mere one percent is through online retail platforms such as Askforpets.com, Dogspot.com predominantly attributed to higher virtual shelf positioning and expansion of dog and cat food brands. Further, India lacks specialized fish food online retailers. Bird food is the fastest emerging segment across online pet care retail in India. Online platforms such as Askforpets.com, Dogspot.com are aggressively enhancing bird food brands (e.g. [...]
[...] Author Tier2RetailResearchIndia Pvt Ltd Research Team The methodology stood as primary and secondary research sources including trade interviews with online Pet care marketing and sales executives in Bangalore. Tier2RetailResearchIndia Pvt Ltd is limited partnership corporation incorporated in October 2012; with sole purpose to offer market research insights and data notes to global investors. Rights Reserved (No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior permission of the publisher, Tier2RetailResearchIndia Pvt Ltd). [...]
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