2012 pet care sales pick up
After having seen a minor slowdown in 2011, the German pet care market recovered somewhat in 2012 to post value sales growth generally in line with the review period average. Despite the high level of saturation in this very mature market, all signs point to further growth, with 2013 seeing a promising start and positive tendencies in almost all categories.
Price battles continue despite tendency towards premiumisation
In the spirit of offering their pets the best care and functional products of the highest quality in order to improve their health and wellbeing, German consumers have shown themselves to be less price-sensitive than pet owners in many other markets. Nevertheless, the high level of competition within the pet care market, coupled with the continuous growth of private label, has put such enormous pressure on manufacturers that they are having to use hard discounting and price promotions as the main tools to maintain or increase sales, thereby constantly undercutting each other in terms of product pricing.
The internet a catalyst in increasing the already high level of competition in pet care
Due to market maturity and saturation as well as the relatively fragmented environment, led by two major multinationals and with private label showing a continuous increase in value sales and share, competition within pet care is intense. With the relatively strong interchangeability of products and improving means of comparing products thanks to internet platforms and online shops, competition is further intensifying, causing smaller manufacturers to struggle.
Pet specialist retailers gain share thanks to pet superstores
When it comes to finding the right product for their pet, German consumers prefer to visit pet superstores, which has led to an increase in both value sales and share for pet specialist retailers overall, now outranking grocery retailers. Their expertise, wide product ranges and added services, such as workshops and other events, support the positive image that pet specialists have created, thereby trumping the often closer, more convenient and cheaper alternatives of supermarkets and other grocery stores.
Pet care anticipated steady growth over the forecast period
Despite all the various risks and threats to growth, such as price pressure, maturity and intense competition, pet care is expected to post further moderate growth over the forecast period, largely thanks to pet healthcare, treats and other products supporting pets’ wellbeing. German pet owners are likely to continue to look for the best price-value ratio, still being willing to do and buy whatever it takes to improve the health and wellness of their pets, whose importance in people’s lives is expected to continue to increase.
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Discover the latest market trends and uncover sources of future market growth for the Pet Care industry in Germany with research from Euromonitor's team of in-country analysts.
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The Pet Care in Germany market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Pet Care in Germany?
- What are the major brands in Germany?
- How did the downturn affect pet care spending?
- Which is the best-performing category within pet care?
- Which is the fastest-growing pet food manufacturer?
- How have pet specialists fared in recent years?
- What are growth prospects for pet care in the next 5 years?
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This industry report originates from Passport, our Pet Care market research database.