Pet Products in Ireland

PROSPECTS

Humanisation to continue to drive strong growth of pet healthcare

In Ireland, premium pet products, such as pet healthcare products including shampoos and skin cleansers, are increasingly sold in grooming salons, which is a niche, targeted channel. The customers of such outlets have a close connection with their pet dogs and are prepared to pay for high-quality products.

Higher-quality and portable pet products in demand

Pet owners are buying fewer pet toys, whilst opting for ones of higher quality, which are more expensive. Moreover, many pet owners tend to purchase pet clothing such as jumpers, T-shirts and coats, which are costlier.

Pet owners opt for more sophisticated toys for their pets

More sophisticated toys are also in demand, often with GPS tracking systems or simple digital mechanisms which stimulate brain usage, allowing a pet to acquire a treat after successfully playing with a toy’s puzzle. Such a device was introduced by Nina Ottosson in the form of a dog hide n’ slide (a hide and seek game) or Kong gyro (a central spinning ball with treats hidden inside, which are dispensed when the toy is rolled around).

COMPETITIVE LANDSCAPE

Pet products are often more profitable than pet food

Pet products are often more profitable than pet food, and, as a result, many pet food manufacturers have created a second branch of their business, benefiting from synergy. Primark's first pet clothing line boosted Christmas sales, with the discount retailer crediting strong demand for unicorn, hotdog and bumblebee-themed outfits.

The leading players tend to focus on pet products for dogs

Most pet products companies prefer to focus on dog products, which was clearly visible during a recent storecheck, where virtually all main retailers have a dog section which is at least twice as large as that for cats. Clothing alone is almost non-existent for cats, while dogs have a portfolio almost as wide as some children’s ranges, with clothing for occasions such as Christmas, St.

Subscription services now also available for pet products

Companies are beginning to offer subscription services for pet products, in particular for accessories and clothes. BusterBox is a good example of this, offering a monthly subscription service for dog owners.

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