Pet Products in New Zealand

PROSPECTS

Greater focus placed on biodegradable cat litter

There has been an increasing effort to implement regulations to restrict outdoor movement for cats as they are viewed as predators causing danger to New Zealand’s native wildlife. Previously, cats could roam freely but with changing regulations cat owners are expected to purchase litter considering that cats are going to spend more time indoors.

Growth expected in pet dietary supplements

Premiumisation trends have sparked a natural feeding movement among pet owners globally and in New Zealand. Premiumisation and humanisation trends are trickling into the pet food industry and consumers are seeking natural, unprocessed food for their pets which explains the growing popularity of raw food.

Pet technology surges in popularity

As pets become an important part of the family, owners are investing more in products that help monitor their pets’ behaviour while they are away. Pet cameras, automatic feeders and smart movement trackers, for example, are all witnessing growth as pet owners prioritise pet welfare.

COMPETITIVE LANDSCAPE

Masterpet dominates cat litter

Masterpet Corp remained the frontrunner in cat litter in New Zealand in 2019 with a dominant value share. Masterpet’s prominent presence in major supermarket channels, pet superstores and e-commerce with its Vitapet Purrfit and Trouble & Trix ranges has enabled it to garner the top position.

Bayer New Zealand holds the top position in pet healthcare

With pet healthcare continuing to show strong growth in New Zealand, Bayer New Zealand Ltd retained the leading value share in 2019 with Advantage and Advocate continuing as its most popular product options. Despite the increase in consumer spending on pets, Merial Ancare NZ Ltd’s Frontline saw a slight decline in value share over the review period due to intensifying competition.

Wearables for pets gain popularity

Heyrex monitors help record and transmit real-time data on pet behaviour, notifying pet owners via mobile phone applications in case of problems. Heyrex monitors come with a 2-year battery life and do not need to be recharged, increasing the ease of use to track pet activity, sleep levels and nutrition.

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