Pet Products in Australia

PROSPECTS

Pet dietary supplements and pet healthcare grow in popularity

As was the case in previous years, the increasing trend of pet humanisation meant that pet products such as pet dietary supplements and pet healthcare products became more prevalent, especially among owners of cats and dogs. Owners of cats and dogs often regard their pets as family members and are therefore inclined to spend significantly more on premium quality goods.

Focus on health and wellness drives growth

Pet dietary supplements is also expected to experience stable growth over the forecast period, for similar reasons, particularly the fact that cat and dog owners nowadays focus on health and wellness of their pets. Pet dietary supplements category was not yet mature, and therefore has more scope for growth as illustrated by its growth.

Cat litter maintains growth

Cat litter is expected to record a modest value CAGR at constant 2018 prices, which is a slight decrease compared to the review period. Two different types of cat litter are expected to drive value growth over the forecast period.

COMPETITIVE LANDSCAPE

Pet products remains fragmented

Pet products remained a highly fragmented and diverse category, with no single player holding anything like the majority of value share.

Merial Australia remains leader in pet healthcare

Within pet healthcare, Merial Australia maintained its lead with more than one third of the value share in 2017. Merial is now part of Boehringer Ingelheim and benefits from its parent company’s international reach and reputation.

Breeders Choice is the most popular cat litter brand

FibreCycle Pty Ltd’s Breeders Choice brand remained the leader within cat litter in 2017. The main selling point of the Breeders Choice brand remains the fact that it is marketed as a premium cat litter made from recycled paper.

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