Pet Products in Egypt

PROSPECTS

Online channels performing better than predicted thanks to specialised mobile applications

Online shopping for pet products is performing better than predicted in 2019, due to the appearance of mobile applications serving this specific purpose, including Pawsket, PetsEgypt, Egy Pets, Pets Expert, and VetCode. This is helping to counterbalance the impact created by the hikes in customs tax on imported products, as the Egyptian government seeks to stimulate local production.

Pet toys increase in popularity with higher-income consumers with outside spaces in which to play

In addition to the online channels mentioned above, pet lovers overall are starting to invest more heavily in pet products. Whilst continuous price hikes have resulted in pet owners often trading down to simpler and cheaper toys such as tennis balls over pet-specific toys, pet-specific toys remain desirable to expatriates and upper-income Egyptian consumers who are not so price sensitive.

Players cater for urban dwellers with new affordable ranges to suit all needs

Pet products as a whole is expected to continue growing as pet ownership in Egypt is transitioning to also include single person households with consumers as young as 18 years old. Younger consumers are desirous of companionship and therefore enjoy keeping pets.

COMPETITIVE LANDSCAPE

Trixie Heimtierbedarf GmbH & Co KG continues to lead thanks to strong portfolio of respected products, but may face competition from newcomers

Trixie Heimtierbedarf GmbH & Co KG continues to lead the highly fragmented category of pet products with its Trixie brand. This is thanks to the player’s continuous expansion in its product portfolio, especially as seen with pet beds.

Tolsa SA looks set to strengthen its share with wider variety of innovative cat litter products

Sanicat cat litter, from Tolsa SA, is looking to strengthen its place from a negligible share, by expanding its product line to offer a wider variety of cat litter products. These include scented litter and ultra-clumping litter, which lend themselves well to cat owners who live in apartments and wish to minimise both animal odours and effort needed to clean up after their pets.

Local players heat up competition with multinationals, by offering similar ranges at much lower prices

Local brands are seeking to compete with the higher-priced global players, as the high import taxes mean pet products are becoming increasingly expensive in Egyptian stores. For example, local brand Ariika has now launched a line of pet beds to compete with leading brand Trixie.

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