Pet Products in Italy

PROSPECTS

Maintaining pet health remains a priority, supporting sales of healthcare

Pet healthcare remained the largest but also the best performing category in pet products in 2019, with this set to continue over the forecast period. When buying pet healthcare products, Italian consumers are likely to increasingly seek more natural products due to concerns about chemical/synthetic ingredients.

Growing demand for toys and clothes and travel accessories

Other pet products continued to record positive current value growth in 2019, thanks in part to an ever wider range of products, with the category offering everything from hygiene pants for dogs in season to carriers, bedding, toys and clothes; the latter being one of the fastest growing categories, enhanced by photo-sharing sites encouraging pet owners to post pictures of their animals.

Plant/vegetable-based cat litter attracts concerned consumers

In 2019, cat litter continued to benefit from a shift from cheaper clumping cat litter, which usually contains bentonite, to more natural plant/vegetable-based formats, which are more expensive but also seen as safer. Their higher prices have in turn led to a rise in demand for small pack sizes of under 5kg.

COMPETITIVE LANDSCAPE

New product developments keep Ferplast fresh

Ferplast remained the leading player in other pet products in 2018, with the company’s position largely attributable to a focus on innovation and regular new product launches. For example, Ferplast’s designers have created a backpack carrier (Kangoo) for small dogs which is practical, comfortable and also attractive.

Manufacturers focus on growth area of pet travel

Rinaldo Franco, United Pets, Nestlé Purina PetCare and the German company Trixie all enjoy a high level of penetration in pet products in Italy.

Brands do best, but private label captures cat litter

Private label continued to account for only a small share of value sales in pet products as a whole in 2018. However, it remained strong in cat litter, further increasing its share on the previous year.

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