Pet Products in Australia

PROSPECTS

Growing demand for pet accessories and technology attracts players from other industries

Pet accessories and technology continue to penetrate the market in Australia. While cat and dog technology are the most popular, innovations are also taking place in pet fish enticing aquarium hobbyists with automatic fish feeders such as Aqua One.

Sustainability increasingly characterises the category

Sustainability has become increasingly important in pet products especially cat litter, which is seeing a rise in cat litter made from recyclable or flushable materials. This has led to a movement away from crystal cat litter towards more natural alternatives.

New product launches become more sophisticated in response to pet humanisation trend

Industry players continue to launch increasingly sophisticated products for pets. For instance, Therabis Australia launched a range of treat supplements that help promote joint mobility and reduce stress and itching issues.

COMPETITIVE LANDSCAPE

Nestlé Purina PetCare ranks first overall while Merial remains strong in pet healthcare and Vetalogica leads in pet dietary supplements

In 2019, Nestlé Purina PetCare Australia ranked first in the category followed closely behind by Merial Australia. Nestlé Purina PetCare is present in a number of categories.

Further consolidation of cat litter

Cat litter remains a consolidated category, with the top players FibreCycle, Mars, and private label products by major retailers such as Coles and Woolworths accounting for the majority of sales. Most cat litter tends to be purchased via supermarkets where most of these brands are sold.

New business models continue to change the competitive landscape

New business models are continuing to disrupt pet care. This has been intensified by the proliferation of e-commerce which is maintaining a high-growth trajectory as an increasing number of pet healthcare, accessories and other pet products such as supplements are sold online.

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