During 2019, several new products were launched to provide products for dogs that have allergies to or problems digesting industrial dog food. While still niche, small entrepreneurial start-ups are producing products such as popsicles, and meatloaf cakes for dogs, both of which have a short shelf life, as well as longer-lasting products such as energy bars and biscuits.
In line with the health and wellness trend that is characterising food for humans, dog treats is also experiencing a similar trend, as dog owners seek ways to pamper their pets. Healthy snacking for dogs has been seen in the growing demand for natural/organic foods to which companies, such as Dogsee Chew have responded, producing dog treats made form yak and cow milk that are then smoked and sun dried for 35 days to harden them and enrich their flavour.
Manufacturers are incentivising consumers into trading up to larger pack sizes through competitive pricing in response to a willingness to increase expenditure among pet owners on the back of rising disposable income, while at the same time offering longer term cost-effectiveness.
Mars maintained its lead in 2019 thanks to strong brand recognition and persistent loyalty towards its Pedigree brand. The company also focuses heavily on advertising campaigns investing in separate advertising campaigns for dog food (Pedigree) and cat food (Whiskas) brands.
More international companies are expected to make an entrance into India. For instance, brands such as N&D (Farmina) and Hill’s Science (Colgate-Palmolive) are currently imported and distributed by companies - Goa Medicos and Scientific Remedies, respectively.
Indian start-ups are mushrooming and gaining popularity as more consumers are shifting towards digital. For instance, TailsLife is a comprehensive pet care application that enables pet owners to cater to the food and grooming needs of their pets on the go.
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This industry report originates from Passport, our Pet Care market research database.