Pet Products in the Netherlands

PROSPECTS

More natural cat litter in demand as consumers seek a healthier home environment

Similar to the trends witnessed in human and pet food consumption, there is a gradual shift in demand towards more natural cat litter in the Netherlands. Brands and private label are addressing this consumer requirement by offering natural, biodegradable cat litter consisting of wood pellets or (organic) clay litter free of chemicals and perfumes, and which is dust free.

Pet owners more aware of the benefits of pet supplements

As consumers become more aware of their own health needs, they are also seeking more dietary supplements for their animal companions, in order to try to secure a longer and better quality life. In addition to more conventional products such as supplements for dental health, skin and coat, and to prevent hair balls, products with CBD oil for pets are also appearing, which claim to improve vitality and immunity, and help keep muscles and joints supple.

E-commerce makes strong progress

Pet owners often make their first purchase of a dietary supplement or healthcare product at a veterinary clinic or pet store, where they can receive information about the product. However, once they are familiar with a product, they tend to order from e-commerce outlets.

COMPETITIVE LANDSCAPE

Private label extends its share of cat litter sales

Private label extended its strong lead in cat litter in 2019. Retailers such as Albert Heijn have been developing their product offer to offer cat litter that is of similar quality to branded cat litter, except at a much lower average retail price.

Beaphar maintains its lead in pet dietary supplements

Beaphar remained the leading brand in pet dietary supplements in 2019. The brand owes its leadership position in this category to its product innovation, introducing supplements that contain ingredients such as CBD oil, which are, at present, regarded as beneficial to health, including that of consumers’ pet companions.

The leaders maintain their strong positions in pet healthcare

Emax Nederland, Boehringer Ingelheim and Bayer maintained their strong leading positions in pet healthcare in 2019. Their medications enjoy a standard of care status amongst flea and tick treatment protocols.

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