Pet Products in Poland

PROSPECTS

Pampering trend encourages an ever-increasing product range

The pet humanisation trend is fuelling the demand for a wide range of pet products, especially pet healthcare, pet dietary supplements and accessories within other pet products. Widening pet health awareness and rising disposable incomes are leading to owners spending more on their pet’s health and wellbeing.

Health-focused categories benefit as owners seek to optimise pets’ lives

Aside from the pleasure brought to pets by buying a widening variety of toys and accessories, owners are increasingly focused on maintaining a proper diet and healthcare for their companions. This has led to the purchase of an increasing number of pet dietary supplements, vitamins and minerals and medicines for specific diagnosed health issues.

Cat litter could thrive as competition and innovation increases

While other pet products sees the largest number of new product launches annually, manufacturers of cat litter are also increasingly competing through innovation. A wide range of cat litter is thus available in Poland, each with advantages and disadvantages, with some products for example offering better absorption but charging higher prices.

COMPETITIVE LANDSCAPE

Leaders benefit from clear category focus

The top player in pet products in 2018, PTH Certech, remained a strong leader of cat litter. Second-ranked PW Hobby Piotr Matuszewski is in contrast active in the category of other pet products and in pet healthcare, so it is not a direct competitor to PTH Certech.

Competition from internet retailing encourages veterinary clinics and pet shops to focus on higher-priced and higher-quality options

Unlike pet food, pet products enjoys relatively strong representation in veterinary clinics. Veterinarians are often the first step towards identifying a pet’s health problems, which may necessitate the purchase of pet healthcare and/or pet dietary supplements.

Fragmentation intensifies as local players offer widening range of imported brands and niche handcrafted products

Many players are present only in one area of pet products. Thus, there is a wide variety of brands and products on offer to pet owners.

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