Pet Products in the US

PROSPECTS

Humanisation is set to drive continued growth

With a decline in the other pet population being projected, humanisation is expected to be the primary driver of value sales growth in other pet products. Demographic trends favour continued growth.

The tech generation will transform pet products

Technology has become a central facet of life for the next generation of pet owners. Most millennial or internet generation consumers cannot imagine life without their smartphone, and the ubiquity of technology in everyday life has been fully embraced by these demographics.

Beauty products and accessories are the biggest winners

While pet humanisation trends will provide the primary impetus of growth for pet products, its benefits will not be uniformly distributed. Within this category, beauty products and accessories (ie clothing, toys, leashes etc) will enjoy the greatest boost relative to products such as waste management, cat litter, water pumps and pet healthcare.

COMPETITIVE LANDSCAPE

Category fragmentation allows private label to thrive

As the pet products category encompasses such a wide range of different product types, the competitive landscape remains highly fragmented. No company competes across all categories within pet products, and most are highly specialised within one or two distinct areas.

Manufacturers pioneer new frontiers of innovation in cat litter

Continued innovation within cat litter helped the category generate strong growth over the review period. Much of this innovation has centred on odour-masking and lightweight formulations that make the litter more pleasant for cat owners.

Flea/tick collars lead a turnaround in pet healthcare and drive Bayer Corp to new heights

Within a growing pet products category, pet healthcare’s poor performance in recent years has stood out. Over the review period, producers of topical over-the-counter flea and tick remedies struggled owing to competition from prescription offerings, which are excluded from Euromonitor International’s coverage.

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