Pet Products in Slovakia

PROSPECTS

Pet healthcare benefits from owners taking a more proactive approach to health

Strengthening purchasing power is encouraging a growing focus on pet health and welfare, with consumers becoming increasingly proactive as they aim to ensure their pets’ long-term health. This is boosting demand for pet healthcare products such as OTC flea/tick treatments.

Pet accessories soar in popularity and range

Pet accessories are very popular among Slovak pet owners. Products such as cooling mats for dogs and cats are increasingly popular for use during the summer months and grew dynamically during 2018.

Distribution increasingly splits between pet specialists and internet retailing

Retail distribution trends continued to favour pet shops and superstores, with the latter channel still comparatively small but expected to strengthen its share as more outlets continue to be opened. These channels are trusted to offer expert advice and a wide range of options.

COMPETITIVE LANDSCAPE

Tatrapet retains lead but loses share due to limited marketing

Tatrapet remained the leading player in 2018 but is continuing to lose value share due to limitations in its product distribution and intensifying competition. The company manufactures its brands abroad, mostly in China, and does not invest in marketing other than via its own few pet shops.

Switches to prescription-only could hamper growth

Several pet products are already subject to a vet prescription (Rx) positioning in Slovakia, with some active ingredients found in antiparasitics notably having to be prescribed by a veterinarian. The threat of more active ingredients moving to prescription-only territory could hamper future growth within pet healthcare sales.

Technology and convenience continue to influence product development

There is growing demand for convenience in terms of application or product use, with this set to play a growing role in pet products in the forecast period. For example, many are switching to using antiparasitic collars and antiparasitics in the form of tablets rather than the repeated use of flea/tick spot-on treatments.

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