Keep the motor running – growth in pet care in 2013
Pet care registered another year of reasonable growth in 2013, mostly driven by premiumisation and an increasing number of functional products. Having left all signs of recession or financial insecurity behind, current value growth in 2013 exceeded the average development in the review period, seeing a positive trend across almost all categories. This development is expected to strengthen further in 2014.
Continuously increasing status of pets drives sales
Not only is the pet population set to grow again in 2014, but also volume and value sales within pet care in Germany are expected to show a positive trend, benefiting from the increasingly high status that pets have for their owners, even with functions in society. Companions, family members, rescue helpers – their roles are as plentiful as the pet care market, with a growing variety of premium, functional and sophisticated products designed to fit individual needs. A trend is being seen of offering pets only the best to enhance their lifestyles and wellbeing. An illustration of this is the opening of speciality restaurants for pets. All these favourable factors worked in favour of pet care, pushing up value sales in 2013, with a further increase expected in 2014.
Private label and market fragmentation keep up the pressure
Despite recent consolidations in pet care in Germany, the market remains fragmented, and therefore highly competitive. The still increasing popularity of particular private label lines, as well as intensifying price battles, despite the general premiumisation trend, puts a lot of pressure on the market, and especially on smaller players, whilst the leading positions remain held by large multinationals, which accounted for a third of value sales in 2013.
Pet specialist retailers triumph over other channels
Recent cross-channel strategies, coupled with a variety of additional services and added benefits for consumers, continue to support value sales and share growth for pet specialist retailers, with pet superstores at the top. Advantages such as a higher level of expertise, additional sources of inspiration and an enhanced shopping experience, especially through the more frequent implementation of pet product worlds which include live animals, are drawing more and more consumers into these specialist stores. They are abandoning the mere convenience and price factors, which previously led them to grocery retailers instead.
Steady future development anticipated, despite opposing trends
Pet care in Germany is set to face some strong challenges over the forecast period, with private label sales and the competition expected to grow in an already fairly mature, saturated and fragmented market. Ongoing price battles will only intensify the possible negative effects on future growth. Nevertheless, less price-sensitive consumers who seek premium products in order to increase convenience and their pets’ health and wellbeing will drive sales of high-quality goods, especially functional products or those with therapeutic features, thereby generating a counterbalance for the negative influences, creating a steady positive performance over the forecast period.
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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?
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- 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.