Pet humanisation is the main trend driving robust growth in sales of pet products such as accessories, beauty products and pet healthcare. With rising disposable incomes, urban Canadians who perceive their dogs and cats to have human features/needs are more likely and willing to pay for accessories like toys and clothing.
Value sales of pet dietary supplements are benefiting from the premiumisation trend, but their relatively fast growth is also a result of their lower sales base. Consumer awareness is increasing rapidly and this niche category shows extreme potential for growth.
Pet accessories such as clothing, toys, or shampoo remain the main drivers of value sales of pet products. An interesting trend in these areas is the increasing role played by technology or advanced materials in new products.
There are hardly any shifts in brand and company rankings or value shares in pet products, as the competitive landscape remains generally stable. Hartz still leads overall due to its established presence in pet healthcare, pet dietary supplements and other pet products.
Pet owners continue to adopt smart technologies such as GPS and activity trackers for dogs such as the FitBark Dog Activity Monitor which tracks the everyday activities of dogs and can set health goals for them. The popularity of such devices is encouraging an increasing number of companies to compete in this area.
Pet shops and pet superstores play the most important role in pet products as their range is much wider than that of supermarkets and hypermarkets, especially in other pet products, and the large assortment of pet products is offered at various price points to suit consumers with different budgets. Consumers prefer these outlets over internet retailing due to the greater impulse nature of their purchases of pet accessories.
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This industry report originates from Passport, our Pet Care market research database.