Pet Products in Ukraine

PROSPECTS

Innovation attracts attention with focus on technology, durability and eco-friendly options

Ukrainian pet owners continued to respond positively to new product development in pet products in 2018/2019, while players became more proactive in catering to consumer demands and offering genuine innovations. Collar for example offered a number of impressive innovations, with its Evolutor dog leash claiming to be the most durable yet produced and offering a lifetime warrantee, with aviation grade aluminium alloy hooks that can be fastened and unfastened in one motion and Collartex fabric that does not slip even if the leash is wet.

Wood-based cat litter loses share to basic bentonite as prices rise

Wood pellets, semi-solid gels and clay are all popular in cat litter. Wood pellets appeal to eco-conscious consumers, and can be easily disposed of by flushing down the toilet.

Increasing demand for fashionable clothing for small dogs

Other pet products benefits from steady demand for product types like collars, cages and water bowls even during periods of economic recession. However, in line with the pet humanisation trend, this category is also seeing increased demand for non-essential but fashionable products such as clothing for dogs and cats, including traditional Ukrainian vyshyvanky costumes, and reflective collars for dogs.

COMPETITIVE LANDSCAPE

Strong competition in cat litter, with private label benefiting from shift to bentonite

There is intense competition between the leading five players in cat litter, which offer quite similar ranges of bentonite and wood pellet cat litters. The Murka brand by Svitlovodskiy Zavod Adsorbentiv gained share from Torgresurs’ leading Bars brand in 2018 by improving its distribution and investing in substantial promotional activity, whilst Super Cat by Super Kot (Collar) also gained marginal share.

Share fragmentation continues with many specialised new players and ongoing new entrants

Although there are strong leaders in each category in pet products, with overall sales led by cat litter player Torgresurs, the overall competitive environment remains fragmented, with numerous players holding small retail value shares. In addition, a number of new entrants have appeared and are performing well, with internet retailing enabling new players to more easily seek out a consumer base.

Bayer continues to lead pet healthcare

Bayer retained its clear lead in pet healthcare in 2018 due the strong reputations of its well-known Kiltix, Drontal and Advocat brands. The company has a long-standing presence in the country, has an extensive distribution network and enjoys high levels of consumer trust.

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