Pet Products in Switzerland

PROSPECTS

Humanisation trend boosts consumer spending on non-essential pet products

Pet humanisation will continue to support the positive development of pet products over the forecast period, as this trend is making Swiss consumers more inclined to purchase non-essentials that can improve the quality of life of pets, or simply provide entertainment for both the pet and the owners. These not only include traditionally popular items like toys, but also more luxurious options such as the Lila Loves It range of health-oriented grooming products for dogs, Happy Rancho Premium Bedding for small mammals and OekoPlus cat litter made from natural wood.

Pet healthcare and pet dietary supplements set to show fastest development

With a greater focus on pet health and wellbeing among owners being a central element of the humanisation trend, pet healthcare and pet dietary supplements are expected to remain the most dynamic performers in current value growth terms over the forecast period. These categories will also benefit from the growing tendency of owners to take preventive health measures for pets so as to avoid high veterinary fees.

High-tech connected pet products expected to become more popular

Connected pet products that allow owners to better monitor and care for cats, dogs and other animals are expected to become more popular in Switzerland over the forecast period. These include the “Catspad”, an automated food and water dispenser for cats and small dogs that users control remotely via smartphones and other connected devices.

COMPETITIVE LANDSCAPE

Private label products remain competitive but face erosion of price advantage

Private label maintained a strong presence in pet products in 2018, and their overall aggregate value share increased slightly during the review period. While private label mainly compete on price, in recent years leading retailers have worked to improve the quality of their products, while also expanding their ranges via the addition of added-value variants that directly challenge mid-priced brands.

Fressnapf set to retain its lead but likely to face growing price competition

Pet superstores operator Fressnapf remained the overall leader in pet products in value terms in 2018. The company maintains a wide private label portfolio that covers multiple categories and all price segments, and its products are highly regarded by many Swiss consumers.

RelaxoPet could appeal to owners concerned about pets left home alone

One of the most notable new launches in pet products towards the end of the review period was that of RelaxoPet, which is positioned as the first ever “deep relaxation system” for pets. The product consists of a wireless speaker that emits subliminal sound waves to reduce stress and anxiety in pets.

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