Home seclusion and the greater amount of time spent with pets amid the COVID-19 pandemic in 2020 and in the first half of 2021 has had a positive impact on demand for pet products, and has also boosted demand for premium products, while pet healthcare sales have benefitted from pet owners paying greater attention to pet health during the pandemic.
Growth in sales of cat litter in 2020 was partly driven by the effect of stockpiling during Q2 2020, which saw a temporary spike in growth driven by the impact of the first lockdown, particularly in the pet shops and pet superstores channels.
The largest player in pet products, Trixie Heimtierbedarf, increased its share of other pet products in 2020, as it benefited from the rise in the number of consumers who decided to keep a first pet due to home seclusion, notably with rising demand for small mammals, a strong area in Trixie’s offer. Trixie also saw its share boosted by its wide assortment of pet accessories using natural materials, notably wood.
The increased variety of sophisticated pet accessories, including clothes, furnishings and toys, has led to the development of new niches, a trend which is expected to continue boosting value sales of other pet products in the forecast period. However, the rise of e-commerce accelerated by the COVID-19 crisis has intensified the price pressure from e-commerce retailers and is reducing the potential for unit price increases, therefore undermining value sales growth.
Cat litter is forecast to record positive growth in the forecast period, benefiting from increased penetration among cat owners and from a rise in the total cat population. In order to offset the strong price pressure limiting value sales growth, with pet shops and pet superstores often promoting economy and mid-priced ranges, manufacturers will attempt to focus on more premium cat litter, offering additional convenience and strong sustainability credentials, as consumers are expected to increasingly favour environmentally friendly cat litter over products which may generate more hazardous waste and more harmful dust for their cats.
The rising trend towards natural formulations is expected to fuel value sales growth of pet healthcare products, notably flea and tick healthcare products, for example sprays containing herbal active ingredients such as eucalyptus. This is likely to favour the development of organic formulations, which reassure pet owners seeking products with no toxic residues.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Pet Products industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Pet Products industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Pet Products research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page