Pet healthcare and pet dietary supplements are benefiting strongly from the pet humanisation trend. With owners taking more care in regard to the health and wellbeing of their pets and looking to prolong and optimise pets’ lives, sales of these products are rising steadily.
There was a further shift to premium variants in pet products towards the end of the review period, with this linked to the continued good performance of the economy. As in other categories of pet care, consumers are trading up to high-end products due to rising disposable income levels, with owners seeking to take greater care of their pets and indulge them more.
Cat litter performed the best in pet products over 2018-2019. Its strong growth rate, which increased year-on-year over the review period, reflected a rise in cat ownership and the fact that urban dwellers may not have outside space for their cats.
Trixie CZ kept its leading position in 2018 due to its wide and well-known product range and its presence in every category of pet products except for cat litter. The company frequently surprises pet owners with novel and attention-catching product launches, such as Trixie Rest & Relaxation Tablets in pet dietary supplements, with these containing magnesium, lavender and L-tryptophan and offering a soothing effect while relaxing muscles.
Although still a niche player, Canvit sro experienced strong gains in value sales and share during 2018, benefiting from the fact that it was successful in penetrating more deeply the internet retailing channel. Its pet dietary supplements also gained a wider consumer base thanks to effective promotion and widening support from vets.
Private label is continuing to gain value share in cat litter. Retailers are launching better-quality cat litter and thus attracting a growing number of cat owners, who appreciate the lower price of private label compared with that of branded cat litter.
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This industry report originates from Passport, our Pet Care market research database.