Lower down the food chain: there is still plenty to play for in the petfood market for smaller animals such as rabbits and hamsters.(Focus On: PETCARE)

Grocer | November 5, 2005 | Copyright

Compared with dogs and cats, which remain Britain's favourite pets, smaller beasts such as hamsters and gerbils come well down the food chain.

Until the late 1990s most supermarkets barely touched the 'small animal' sector, leaving it to the specialist pet stores. But according to Tom Page, a director at manufacturer Wagg, despite a slowing of growth in the past 12 months, there is significant scope for grocers in food for hamsters, gerbils, guinea pigs and rabbits.

Hard data is almost non-existent but Page claims this market has been growing at 10-20% a ...

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