Consumers are becoming more aware of their pets’ needs and what is good for an animal’s health and wellbeing. This trend is being driven by marketing from the leading players, advice from veterinary clinics and by consumers becoming more proactive in researching health concerns and pet wellbeing online.
Pet healthcare and pet dietary supplements remain tiny niches and have limited consumer awareness. The selection of these products requires a lot of knowledge or advice from a veterinarian, while consumer understanding of the range available and products’ benefits remains limited.
The pet humanisation trend will continue to fuel growth in all pet products areas, including cat litter, pet healthcare, pet dietary supplements and other pet products. As consumers increasingly perceive animals as family members, they are less likely to leave healthcare issues unattended or not adjust or supplement their diet if there are obvious deficiencies.
In cat litter, Purina Tidy Cat dominates both sales and availability in stores. There were no major new entrants towards the end of the review period, with the competitive environment remaining essentially unchanged.
There was little major innovation in pet products during the review period, with this linked to low sales and consumer price-sensitivity. As a result, shares tended to be shaped mainly by distribution reach and the impact of category trends, with growing demand for cat litter for example benefiting leader Nestlé.
Dog and cat owners are becoming increasingly proactive about protecting their pets’ health. While interest in pet healthcare remains limited, due primarily to cost considerations, consumers are proving increasingly receptive to convenient and preventative health products.
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This industry report originates from Passport, our Pet Care market research database.