“With South Africans spending around R5 billion each year on feeding their pets, and as more and more people discover the joy of owning a pet, that number is set to grow,” says Scott Pitman, MD of RCL Foods Consumer Division.
Currently, the South African pet food retail market is valued at R3 billion, with demand by vets absorbing R1.2 billion, and the non-groceries sector at R800 million. As the largest pet food manufacturer in South Africa, RCL Foods currently holds a 40% market share in the retail segment.
“Through our world-class capabilities and break-through innovation, we hope to encourage greater usage of retail pet food and gain shoppers from the vet segment,” explains Pitman. “The new facility will also allow us to provide our customers with an improved consistent supply and enable us to deliver new exciting innovations.”
The company is the first South African pet food manufacturer to introduce six internationally accredited capabilities to the pet food retail sector, which are:
1. Inclusion of fresh meat into the kibble-making for a meatier and tastier meal;
2. Vacuum-coated technology to enhance the meaty taste and lock in flavour;
3. Kibble coated in gravy powder which transforms into a gravy-rich meal simply by adding water;
4. Extract from real vegetables is now included in the kibble allowing for increased health benefits;
5. High levels of calcium in the form of enriched, milky bones; and
6. Increased moisture in the kibble making process to ensure the chunks remain moist and meaty for mouth-watering chewy bits.
The company says these improvements are all contributing to a revolution in its pet food ranges Canine Cuisine, Bobtail and Catmor. Bobtail will be launching a new sub-range called Bobtail 2-in-1 featuring gravy-coated kibble, meaty chunks, vegetables and milky bones, while in cat food, RCL Foods promises a cuisine range that will be made with either fresh salmon or chicken.
Globally treats make up 25% of the market, but in South Africa this is currently 8% and provides a significant opportunity the food manufacturer.
“We are excited to grow this category with vet quality canine cuisine treats offering super foods for increased nutritional value,” Pitman explains. “Going forward, all of our Bobtail treats will contain VitaRite with a combination of 23 essential vitamins and minerals.”
“RCL Foods’ internal team of veterinarians have formulated all products to international standards and to meet the specific nutritional needs of South African pets. By offering shoppers a unique, vet-quality, solution in store through our world-class and state-of-the-art facility, we hope to convince shoppers currently buying pet food at the local vet to purchase the same quality product in the retail environment,” Pitman concludes.
