Pet Products in Switzerland

PROSPECTS

Pet humanisation, fast lifestyles and demographic trends boost sales

In 2020, all categories in pet products are seeing slightly faster current value growth, compared with 2019. As the pet humanisation trend underpins the growing interest in pet products, current value growth is expected to accelerate over the forecast period.

Innovation and added-value stimulate value growth across pet products

While a mature category with strong private label penetration, cat litter is expected to see steady current value growth over the forecast period. Category growth is likely to be driven by innovation, with a focus on naturalness and environmental-friendliness.

Smart products help owners to monitor pet health, behaviour and needs

Owners are increasingly open to smart and connected pet products. These allow owners to better monitor and care for cats and dogs.

COMPETITIVE LANDSCAPE

Private label players invest in higher-quality products to compete with brands

Private label consolidated its strong presence in pet products in 2019, with a slight overall increase in value share. While private label players mainly compete on price, leading retailers continue to invest in improving product quality, while expanding ranges with more innovative and added-value versions that directly challenge mid-priced brands.

Manufacturers look to innovation and competitive prices to lure consumers away from private label

Over the forecast period, the traditional price advantage enjoyed by private label is expected to be eroded as more intense competition stimulates aggressive discounting by branded manufacturers. Manufacturers of pet products are expected to invest in innovation, not least in pet healthcare, to offer effective protection against serious pet diseases.

Large product ranges and expert advice continue to entice traffic into pet superstores

Pet superstores and pet shops are well placed to continue to dominate the distribution of pet products over the forecast period. These specialist retailers offer large product ranges in all price segments and expert advice, which many pet owners seek and appreciate.

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