Pet Products in Israel

PROSPECTS

Other pet products drives growth due to ongoing pet humanisation trend

Pet products continued to record a solid performance in 2020, supported by the strengthening pet humanisation trend in Israel. This has resulted in an increasing number of consumers becoming concerned about the wellbeing and health of their pets as they form closer bonds with them, and wish to improve their quality of life and happiness.

Contrasting performances for niche areas of pet products

Two niche areas of pet products experienced contrasting performances in 2020. Pet dietary supplements is benefitting from a growing interest amongst consumers to support and supplement their pets’ nutritional needs, with this category set to record stronger current value growth over the forecast period.

Increasing demand for premium cat litter to support higher value sales over forecast period

As cat ownership in Israel continues to grow, it has supported increasing demand for cat litter as some owners like to keep their cats indoors, particularly at night for safety reasons. Whilst there is a high number of smaller brands of cat litter available, in addition to emerging private label products, there is a notable shift towards premium, higher quality products that place a greater emphasis on effectiveness at removing or locking offensive odours through added scent or crystallisation.

COMPETITIVE LANDSCAPE

BioPet continues to lose ground to more dynamic players

BioPet retained its leadership of pet products in 2019, with a wide product portfolio and strong distribution network, supported by effective storage and logistics capabilities. Its well-known brands include cat litter Euro Kitty, which continued to gain value share through high availability and a positive perception amongst consumers for offering good value for money, Collar, Brush and Ribo under other pet products, and pet healthcare brands Sentry, Magic Ribos Shampoo and Anti Fleas Shampoo.

Pet products offers opportunity for smaller brands to attract consumers through innovation

Pet products remained a fairly fragmented competitive landscape with smaller brands encouraged to enter, particularly if they can offer some level of differentiation in terms of premium quality, novelty or innovation as consumers look to invest in a wider range of accessories and toys with which to spoil their pets. However, strong performances in terms of double-digit growth continued to be recorded by more established names including Trixie, which offers a wide range of high-quality products including pet carriers for bicycles, adjustable pet stairs, premium pet homes and snack-based strategy games, Pet Pharm’s Nutri-Vet which offers a range of pet vitamins and supplements, and Beaphar (Beit Erez Havat Milatin) which offers worming solutions.

E-commerce continues to gain strong share from pet shops with competitive pricing

E-commerce continued to record an extremely dynamic performance within pet products at the end of the review period, gaining further value share from pet shops and recording double-digit current value growth. Consumers are increasingly turning to this distribution channel as the price gap between local pet shops and global e-commerce stores can be significant.

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