Pet Products in Spain

PROSPECTS

Increased focus on pet wellbeing driving demand for proactive pet healthcare and vitamins/dietary supplements

Pet owners are increasingly keen to ensure that their pets enjoy the happiest and healthiest lives possible. Amongst other factors, the growing interest in pet wellbeing is being promoted by continual media coverage of pets and pet care trends; the more frequent use of the services of veterinary clinics; and quick and easy access to the advice of online pet experts.

Humanisation drives demand for stylish pet furniture, innovative new products

The pet humanisation trend in tandem with consumers’ rising disposable incomes continues to drive demand for innovative pet products and this, in turn, is defining and fuelling companies’ new product development efforts. To provide their pets with what they believe is a better quality of life, many pet owners are buying well-designed pet furniture.

Pet services flourish as scope continues to expand

The range of products and services for pets is expanding, supported by the growing preference amongst many consumers for smaller animals, such as cats, small and medium-sized dogs and small mammals. These smaller pets tend to generate greater spending by owners on pet products, a trend due in part to smaller animals being viewed as cherished companions but companions who come with lower maintenance costs than larger pets, particularly in terms of food consumption.

COMPETITIVE LANDSCAPE

Pet product leader Química Farmacéutica Bayer benefiting from veterinary clinic sales

Química Farmacéutica Bayer SA continued as value share leader in the highly competitive pet products category in 2019, a position the company has held for the past several years. In 2019, Química Farmacéutica Bayer SA ranked first in fast-growing pet healthcare and pet dietary supplements, both of which enjoyed growing sales due to pet owners’ rising pet health awareness and their greater disposable income levels.

Private label remains important despite consumer shift to branded products

Improving economic conditions and increasing disposable incomes recently fuelled a shift towards branded pet products, and this trend continues in 2020. Nonetheless, within pet products, private label is still strong, particularly in cat litter, and significant innovation efforts are being undertaken by many private label players, including developing and offering fragranced and eco-friendly options of cat litter.

Competition tightens as pet product players continue to launch new specialised and lifestyle products

The pet humanisation trend continues to drive strong investment in developing the specialised and lifestyle pet products now in demand by the growing number of owners who consider their pets to be members of their families. Categories affected include clothing, toys, accessories, pet healthcare, pet dietary supplements and beauty products, such as shampoos, among other product categories.

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