The ongoing trend of pet humanisation in the Philippines contributed to the largest value share being held by other pet products in 2019. More affluent pet owners are becoming increasingly willing to purchase discretionary items such as pet bed, clothing and beauty products, with the latter holding the highest value share, as they seek to pamper their pets and treat them as one of the family.
Pet healthcare recorded the strongest performance in current value terms in 2019, which is mainly comprised of flea/tick treatments. As the ownership of dogs becomes increasingly popular and there is a gradual rise in cat ownership, Filipino consumers are becoming more aware of the need to look after their pets’ wellbeing, especially if they are frequently out of the house where they are more likely to come into contact with fleas and ticks.
While pet dietary supplements continues to hold a fairly high value share, there appears to be limited interest in known players entering the category, with LC-Vit the only named brand amongst a high number of small players. Despite the pet humanisation trend and owners caring more about their pets’ welfare, pet dietary supplements tend to only be administered when a dog is ill, pregnant or a puppy, rather than for regular consumption purposes.
Bayer Philippines Inc strengthened its leadership of pet products in 2018, gaining further value share due to the performance of its brand Bay-O-Pet, which also leads pet healthcare through its flea/tick treatments. Bay-O-Pet benefits from strong availability through grocery retailers, which is the dominant distribution channel for pet products and is therefore accessible to a wide range of consumers.
As pet products is a highly fragmented category, the low barrier to entry makes it easier for small-scale entrepreneurs to enter with new interesting products. The popular local ingredient, madre de cacao, is commonly used in flea-tick treatments, with the category witnessing the 2018-2019 launch of Madrecure Madre de Cacao, Haus of Big Paws, and Pawsitive Madre de Cacao Products, which are available online.
Although pet products continued to be mainly distributed through grocery retailers, veterinary clinics and pet shops at the end of the review period, the emergence of internet retailing is opening up opportunities for smaller players to attract consumers. Local company, Drogo Pet Supplies, Inc started to distribute its flea/tick treatments through an online subscription service, QRated Crates, in 2018.
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This industry report originates from Passport, our Pet Care market research database.