Pet products is benefiting from a number of trends, including pet humanisation and rising disposable income levels. Pet owners are increasingly willing and able to spend money on their pets, while also becoming more likely to view pets as family members.
It is now commonplace for people to include a daily multivitamin as part of their regular diet, viewing this as an affordable form of health insurance and as a means of optimising energy, mood and immune health. Just as humans believe they can benefit from supplementing their diet with vitamins and minerals, a growing number also believe that their pets can benefit from supplements that are formulated specifically for their needs.
Cat litter continued to register healthy current retail value growth and benefit the overall category. Sales are benefiting from the growing number of cats kept as pets, with some households having more than one.
Domestic player Bentonit AD remains among the top three players with its Bentolit cat litter brand. The company benefits from its focus on cat litter, which is regarded as an everyday essential by many consumers, while the company’s value share is also supported by its widespread presence in pet stores in addition to distribution via modern grocery retailers.
Players in pet products include specialists focused on just one area and even price band, alongside those with a wider range. This results in players adopting a wide range of different strategies.
To attract new customers and pet owners, companies are increasingly taking inspiration from human lifestyle trends and focusing on design. Coloured cat litter is example seeing launches, offering attractive bright colours, while fragranced products are also growing in popularity.
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This industry report originates from Passport, our Pet Care market research database.