Pet Products in Romania

PROSPECTS

Modern retailing boosts sales of basic pet products with other channels fulfilling demand for more sophisticated offerings

Growth of pet products is being driven by owners paying increased attention to the wellbeing of their pets. While basic products such as collars, muzzles, aquaria, cages and flea/tick treatments prevail, there is increasing product sophistication with a focus on health and wellbeing.

Cat litter benefits from growing number of urban, indoor-living cats

The best performance in both 2020 and over the review period was for cat litter, due to a growing number of indoor-living cats in urban areas. Notably, there is growing interest in adopting stray cats among those living in apartments.

Other pet products appeal as owners prioritise pets’ comfort and entertainment

Other pet products account for the largest share of value sales as a result of their diversity, with these products focused mainly on comfort and entertainment. Accessories and toys for dogs and cats are the most popular and are benefiting from the growing interest shown by owners in the wellbeing of their pets.

COMPETITIVE LANDSCAPE

Domestic player Profipet prevails with wide range and strong distribution reach

Profipet Com SRL owes its top position in 2019 to its extensive distribution reach and wide range of products, with these imported or manufactured locally in the company’s facility. The company’s locally-produced brands Dog Toys and Cat Toys are the leading domestic brands, enjoying a good variety, high shelf visibility and consumer recognition.

Leaders push for presence in modern grocery retailers, while smaller players bank on e-commerce

As consumer demand continues to be exceeded by the offer of products available, the main strategies of the leading players are concentrated on distribution via modern grocery retailers. A presence in supermarkets and hypermarkets not only improves consumer access but is also helping to broaden awareness of the range available and thus boost consumer interest.

Modern grocery retailers expand nascent private label

Private label is mainly present in cat litter, toys and accessories. As private label is generally characterised by value for money with the majority of branded pet products seeking also to meet this need, private label did not gain a significant presence in pet products over the review period.

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