In keeping with the global trend towards pet humanisation, Swiss consumers are increasingly willing to choose higher-priced and more sophisticated pet care products that can improve the health and general wellbeing of pets, especially cats and dogs. With regard to pet food, these include not only products providing optimal nutrition for animals of different ages, breeds and sizes, but also more specialised variants offering functional benefits in areas like weight management, digestive and urinary health, skin and food sensitivity, mobility and hormonal imbalances.
One notable result of pet humanisation is that in terms of issues like ingredients and sustainability, many Swiss consumers are now seeking the same standards in dog and cat food as they do in products they purchase for themselves. This has recently supported growing interest in brands like Almo Nature, which is made from natural ingredients originally fit for human consumption, including fresh meat and fish, and directs all profits to charitable initiatives focused on animal welfare and biodiversity.
Multinationals continued to lead pet care in Switzerland in 2018, with Mars Schweiz AG and Nestlé Suisse SA remaining the top two players overall in value terms. Many multinationals have broad and well-segmented portfolios covering multiple categories, and their brands tend to be widely distributed and enjoy consistently strong promotional support.
Supermarkets remained the leading pet care distribution channel in Switzerland in value terms in 2019, followed by pet superstores and pet shops. All three channels face a growing challenge from internet retailing, the market value share of which rose strongly throughout the review period thanks to the success of specialist sites like Tierfutter24.
The forecast period outlook for pet care in Switzerland is broadly positive, with growth in total current value sales projected to be well above that recorded during the review period. The humanisation trend will continue to encourage trading up to more expensive and nutritionally advanced pet food products, especially in dog and cat food.
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This industry report originates from Passport, our Pet Care market research database.