Pet Products in Poland

PROSPECTS

Pet dietary supplements diversifying

Growing disposable income and the pet humanisation trend are benefiting pet dietary supplements. Pet owners are as concerned with their pets’ health and wellbeing as they are with their own, and are therefore prepared to trade up to ensure they stay fit and healthy.

Functionality in focus in pet healthcare and accessories

Busy pet owner lifestyles favour convenience and functionality, and rising incomes blur the importance of the higher prices usually attached to products with these attributes, which have been in focus in pet healthcare products and accessories. Worming treatments have seen innovations, switching from a traditional ingested pill to a drop that is put directly on the animal’s skin.

Pet accessories soar in popularity

Pet accessories have been helping to drive the impressive growth in other pet products, as rising purchasing power and the pet humanisation trend factor into Polish pet owners’ ability and willingness to seek a premium product. However, these factors are also resulting in an increasingly diverse offer.

COMPETITIVE LANDSCAPE

No direct competition among pet products leaders

The top three players in pet products remained unchanged in 2019 – with PTH Certech Sp j in first place, PW Hobby Piotr Matuszewski second, and Beaphar Polska Sp zoo third. PTH Certech has remained the leader in cat litter, accounting for more than a third of value sales.

amiplay’s expanding offer

After a decade of absence from the Polish market, amiplay, a premium pet accessories brand, has returned with an aggressive marketing campaign. A family business, originally offering children’s toys and games, the company has focused on pet accessories.

PW Mikita gains share in pet dietary supplements

PW Mikita recorded strong growth in 2019, moving up to fourth place in pet dietary supplements. The company offers a wide range of pet dietary products at affordable prices, without the need for vet prescriptions.

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