Pet Products in Belgium

PROSPECTS

Pet retailers increasingly provide healthcare advice, as pet healthcare witnessed a shift over the review period 

As dietary supplements lose sales to nutritious pet food, manufacturers forge points of difference, by providing wellbeing focused supplements 

While pet dietary supplements have traditionally performed well in pet food in Belgium, developments in food technology have meant that many owners now rely on their pet food and meals to provide all the necessary vitamins and minerals their pet needs. Therefore, successful products are those that relate to the emotional wellbeing of animals, as well as the nutritional wellbeing – forging themselves a point of difference from pet food.

Accessories for pets are embraced by owners, with the rise of humanisation resulting in seasonal launches, including advent calendars and fashion items, such as jackets 

The humanisation trend is boosting the sale of pet accessories in Belgium, as pet owners continue to buy their pets toys, clothes and harnesses. Retailers are also increasing sales by focusing on special occasions.

COMPETITIVE LANDSCAPE

Beaphar Belgium Bvba leads the landscape, focusing on diet and health, whereas leading brand Flamingo remains competitive offering a wide range of toys

Aligning with consumer demands for more natural products, cat litter players remain competitive by focusing on natural ingredients 

Leading manufacturers such as Mars, which offers Catsan, and the private labels which lead cat litter are developing natural cat litter products, aligned to consumers increasing demands for environmentally friendly options.

Pet health care leaders Bayer and Merial face growing competition from natural alternatives

Leading healthcare players in Belgian pet products are Bayer and Merial, which produce flea and tick products Advantage and Frontline. However, as owners in Belgium are increasingly opting for more natural healthcare pet products, competitors are developing more natural insect repellents, particularly as Advantage and Frontline are no longer available in pet superstores and shops.

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