Executive Summary

Jun 2019
PROSPECTS
Pet humanisation contributes to discretionary spending on accessories

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.

New pet healthcare product launches have natural positioning

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.

Pet dietary supplements seen as non essential, but cat litter enjoys recovery in 2019

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.

COMPETITIVE LANDSCAPE
Bayer strengthens leadership of pet products through strong distribution and attractive prices

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.

Low barrier to entry allows for emergence of smaller brands, although failing brands are phased out

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.

New concept in online subscription service

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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Pet Products in the Philippines

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Overview

Discover the latest market trends and uncover sources of future market growth for the Pet Products industry in Philippines with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Pet Products industry in Philippines, our research will save you time and money while empowering you to make informed, profitable decisions.

The Pet Products in Philippines market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Pet Products in Philippines?
  • What are the major brands in Philippines?
  • What are the key product launches?
  • How have worming and flea product fared against other products within pet healthcare?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Pet Care market research database.

Pet Products in the Philippines - Category analysis

HEADLINES

PROSPECTS

Pet humanisation contributes to discretionary spending on accessories
New pet healthcare product launches have natural positioning
Pet dietary supplements seen as non essential, but cat litter enjoys recovery in 2019

COMPETITIVE LANDSCAPE

Bayer strengthens leadership of pet products through strong distribution and attractive prices
Low barrier to entry allows for emergence of smaller brands, although failing brands are phased out
New concept in online subscription service

CATEGORY DATA

Table 1 Sales of Pet Products by Category: Value 2014-2019
Table 2 Sales of Pet Products by Category: % Value Growth 2014-2019
Table 3 Sales of Pet Healthcare by Type: % Value 2014-2019
Table 4 Sales of Other Pet Products by Type: % Value 2014-2019
Table 5 NBO Company Shares of Pet Products: % Value 2014-2018
Table 6 LBN Brand Shares of Pet Products: % Value 2015-2018
Table 7 Distribution of Pet Products by Format: % Value 2014-2019
Table 8 Forecast Sales of Pet Products by Category: Value 2019-2024
Table 9 Forecast Sales of Pet Products by Category: % Value Growth 2019-2024

Pet Care in the Philippines - Industry Overview

EXECUTIVE SUMMARY

Pet care sales on the up, driven by higher dog ownership and increased wellbeing concerns
Pet humanisation trend results in expanding services that attract owners
Trusted multinationals continue to lead pet care, despite presence of local start-ups
Consolidated pet care distribution in the hands of modern grocery retailers and pet shops
Positive outlook for pet care as prepared food gains ground and pet humanisation gathers pace

MARKET INDICATORS

Table 10 Pet Populations 2014-2019

MARKET DATA

Table 11 Sales of Pet Food by Category: Volume 2014-2019
Table 12 Sales of Pet Care by Category: Value 2014-2019
Table 13 Sales of Pet Food by Category: % Volume Growth 2014-2019
Table 14 Sales of Pet Care by Category: % Value Growth 2014-2019
Table 15 NBO Company Shares of Pet Food: % Value 2014-2018
Table 16 LBN Brand Shares of Pet Food: % Value 2015-2018
Table 17 NBO Company Shares of Dog and Cat Food: % Value 2014-2018
Table 18 LBN Brand Shares of Dog and Cat Food: % Value 2015-2018
Table 19 Penetration of Private Label in Pet Care by Category: % Value 2014-2019
Table 20 Distribution of Pet Care by Format: % Value 2014-2019
Table 21 Distribution of Pet Care by Format and Category: % Value 2019
Table 22 Distribution of Dog and Cat Food by Format: % Value 2014-2019
Table 23 Distribution of Dog and Cat Food by Format and Category: % Value 2019
Table 24 Forecast Sales of Pet Food by Category: Volume 2019-2024
Table 25 Forecast Sales of Pet Care by Category: Value 2019-2024
Table 26 Forecast Sales of Pet Food by Category: % Volume Growth 2019-2024
Table 27 Forecast Sales of Pet Care by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources