Pet Products in South Africa

PROSPECTS

Pet humanisation continues to boost spending on other pet products

Other pet products accounted for the largest share of total pet products current value sales in 2020, and remained one of the chief beneficiaries of pet humanisation in South Africa. The growing tendency of owners to treat dogs and cats like family members continued to drive demand for non-essential items that can improve the happiness, comfort and appearance of these pets, such as toys, beds, grooming products, clothes etc.

More players introduce chewable flea/tick and worming treatments

Pet healthcare continued to post steady growth in current value sales in 2020, with pet humanisation and the expansion of the pet dog and cat populations helping to sustain the positive development of the category. Flea/tick treatments remained the dominant product type, followed by worming treatments.

Cat litter set to remain the most dynamic category

Cat litter posted the fastest growth in current value sales within pet products in 2020, and is expected to remain the most dynamic performer in this respect over the forecast period. In addition to sustained growth in the pet cat population, the category will continue to benefit from rising urbanisation in South Africa.

COMPETITIVE LANDSCAPE

Martin & Martin and Marltons remain the clear leaders in 2019

Pet products remained quite concentrated in 2019, with top two players Martin & Martin and Marltons accounting for a sizeable share of total current value sales. Martin & Martin continued to hold the leading position in pet healthcare, pet dietary supplements and other pet products, and claimed second place in cat litter.

Private label penetration continues to rise

The overall aggregate value share of private label in pet products increased in 2019, maintaining the upward trend witnessed throughout the review period. With economic uncertainty making consumers more budget-conscious, the lower prices of private label products as compared to branded competitors continued to boost demand.

Added-value innovations expected to increase polarisation

Cat litter remained one of the busiest pet products categories in terms of new product development towards the end of the review period. Amidst intense competition, a number of players sought to gain an edge by introducing more sophisticated products with added-value properties.

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