The COVID-19 pandemic led to a growing need for pet companionship as many Ukrainians had more free time on their hands in 2020 thanks to schools being closed and many people working from home during lockdown. This ultimately led to a rise in the pet dog population, especially small and medium sized dogs, in Ukraine in 2020 with this trend continuing in 2021.
Retail value sales of dog treats and mixers are seeing healthy growth in 2021 as dog owners want to interact more with their pets, reward them during training, and pamper them while spending time at home. Furthermore, consumers also wish to prevent some health issues with dental care treats becoming popular, for example Nestlé-Ukraine TOV’s brands Dentalife and Pro Plan Dental Pro Bar, and Kormotekh TOV’s Klub 4 Lapy Dental Sticks.
Many Ukrainian consumers are increasingly shopping online in 2021, growing the value share of the e-commerce channel for dog food as they search for discounts and special offers such as buy three products receive one free and free delivery. Many consumers are also shopping less frequently and therefore larger pack sizes as well as multipacks of dog food are benefitting in 2021.
Market polarisation is a growing trend in Ukraine due to the weak positioning of the mid-priced dog food segment as consumers do not understand the benefits of these products at this price point. Furthermore, when consumers are choosing dog food that provides value for money, they prefer dog food in the economy segment.
Dog owners are increasingly treating their pets as family members and the health and wellness trend, as in human nutrition, is becoming more widespread. This humanisation trend is leading owners to seek the highest-quality nourishment for their pets that they can afford, and this demand is leading players to launch a number of high-quality, premium products with health claims now in regular pet food as well and no longer only in treats.
Private label is expected to suffer to a certain extent over the forecast period from competition from new economy brands imported from the EU such as Reno, Dax, Teo, and Tropi. These brands were launched in the latter half of the review period and are already widely available in modern grocery retailers and grow their value share each year.
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This report originates from Passport, our Dog Food research and analysis database.
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