Pet products saw dynamic growth in current value terms at the end of the review period despite the difficult economic situation. One big factor behind this was the dramatic rise in sales through internet retailing in 2018 and 2019.
Cat litter is by far the largest category in pet products and it also saw the most dynamic growth in 2019. Growth was driven by the increasing diversity being seen within cat litter with products claiming to offer improved hygiene, longer-lasting effectiveness and improved odour control.
Although pet products saw strong growth in 2019 it was nonetheless still impacted by the economic situation in the country. In response pet owners made more effort to seek out the best prices while players used price promotions to drive interest both in stores and online.
Local brands Pisipisi and Van Cat and US brand EverClean lead pet products with their respective ranges of cat litter. These brands benefit from strong distribution and the use of successful discount promotions.
Although consumers are looking for more features from pet products the economic downturn has forced them to be more conservative in their choices, with better quality products often carrying a higher price tag. The leading brands are often better able to absorb losses and offer price discounts which puts them at an advantage.
Consumers’ budget consciousness at the end of the review period impacted sales of non-essential pet products, such as pet toys. As a result, brands such as Trixie, Ferplast and Karlie, which are present in other pet products, lost share to the leading cat litter brands in 2019.
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This industry report originates from Passport, our Pet Care market research database.