FMCGs Are Tailing Our Four-Legged Friends: Emami, Nestle Are The New Chasers

Photo by J. Balla Photography on Unsplash

There couldn’t be a more purr-fect accelerator for the Indian pet care industry than the pandemic. Adoption rates grew – as families, couples and singles fought their way through to combat loneliness during the lockdown.

Not just pet food but a whirlwind of other stuff – right from pet food, pet spas, pet treats, nutrition, and grooming – is catalyzing the growth in the pet care ecosystem.

Well, today, we’re sticking to pet food, more or less.

While the pet food market of Rs. 4,000 Cr with major players like Mars Petcare and Himalaya Wellness continues to thrive, there are new FMCGs scurrying to make their way into the sector.

The new kids on the block are Nestle India and Emami, paving their way to pamper our pets.

What’s to offer?

The former FMCG company is all in for premiumization with the acquisition of the pet food business of Purina PetCare India. In a sizeable market that’s growing at 25%, and is bound for Rs.10,000 Cr by 2025, things seem to be working in favor of its expansion.

Now, the latter FMCG company brings something new to the table. Emami announced to invest in a pet-care startup Cannis Lupus Services India, offering Ayurvedic remedies for pets under the brand “Fur Ball Story.”

Sounds therapeutic already!?

Tails of Joy

Pet parents are becoming continuously aware of the nutritional needs of pets. The requirement for nutritionally balanced food manufactured specifically to match their pet’s age and characteristics is ushering in the booming demand.

The Underdogs

Has your pup been on his best behavior today? Feel like showing your love with a treat?

Enter the Underdogs – Swiggy and Dunzo.

New age retail channels such as e-commerce, omni-channel initiatives, and hyperlocals like Swiggy and Dunzo have expanded organizational reach significantly. Moreover, packaged foods that come in handy, sachets that are such a lifesaver for pet parents across metros, tier II and tier III cities are delivered by these quick commerce platforms in a matter of few hours.

The Seasoned Players

Mars Petcare, which owns popular brands – Pedigree, Whiskas, IAMS, and Temptations – last year announced to invest of Rs.500 Cr for the expansion of its Hyderabad pet food factory to meet the rising domestic demand and exports to the Asian markets.

Last year, Cosmo Films, a leading solution provider in the packaging, lamination, labeling, and synthetic paper segments, forayed into the pet care business with the brand Zigly.

Too long? Here’s a one-liner: With the growing demand for pet care and pet food business, Nestle and Emami have entered the segment to compete with existing players like Mars Petcare and Himalaya Wellness.




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