Pet care continues to enjoy positive development
Pet care in Ukraine is a dynamic and high growth industry which attracts increasing numbers of international producers with each passing year. A growing number of Ukrainian pet owners are becoming better educated about how to provide their pets with the best possible care and thus extend their lifespan and improve their overall wellbeing. Moreover, sales of pet care products continue to be supported by the increasingly prevalent ‘pet humanisation’ trend. Many Ukrainian pet owners strive to give the best to their pets and this is set to support sales of industrially-prepared dog and cat food and dog and cat treats as well as various pet products and accessories and pet-related services over the forecast period.
The health and wellness trend becomes the main driver of growth in pet food
The health and wellness trend prevails in almost all pet care categories in Ukraine. Ukraine’s cat owners are becoming better educated on how to care for their pets and this has led to the development of new specialised pet products with vitamins and minerals which target specific features of pets of different breeds, ages and sizes, among other characteristics. Ukrainian consumers have responded positively to this trend and many of them preferring only to purchase food which has healthy marketing claims for their pets.
Multinational companies continue to dominate pet care
The leading local and multinational companies in pet care in Ukraine each offer several brands. The industry’s top two players, Mars Ukraine TOV and Nestlé-Ukraine TOV, each accounted for a high proportion of retail value sales in the industry in 2012 and the competition between them remains strong. The success of these leading companies lies in the strength of their brands in various different price segments. The brands of these companies are very well-established and well-known among Ukrainian consumers thanks to high levels of promotion and advertising support. Nonetheless, local manufactures still made a huge contribution to growth in pet care in 2013 with the majority of them able to attract consumers with low-priced brands.
Modern grocery retailing is the strongest channel
During 2013, modern grocery retailing channels accounted for 41% of total pet care current value sales. Numerous new supermarkets opened in Ukraine’s major cities, which attracted higher numbers of new consumers to this retail channel. Supermarkets and hypermarkets continue to benefit from offering mass economy and mid-priced brands. As a result, more Ukrainian consumers relied on these channels for their pet care products during 2013. Pet shops remain very popular among Ukrainian pet owners as they employ staff who can give advice and make recommendations on the best pet care products to suit each individual pet. Pet superstores, often located in shopping centres, are also becoming popular in Ukraine due to their regular use of special offers and price discounts.
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The Pet Care in Ukraine 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 Ukraine?
- What are the major brands in Ukraine?
- 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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This industry report originates from Passport, our Pet Care market research database.