Pet Products in Ukraine

PROSPECTS

Innovation in pet products continues with a focus on technology, durability and eco-friendly options

Ukrainian pet owners continued to respond positively to new product development in pet products in 2020, while players remained active in catering to consumer demands and offering genuine innovations. Collar for example offered a number of impressive innovations towards the end of the review period, with its Evolutor dog leash claiming to be the most durable yet produced and offering a lifetime warranty, 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.

Pet owners seek environmentally friendly pet products

Pet owners are demonstrating increasing environmental awareness and responsibility when purchasing pet products, with many opting for ethical products. The materials used to manufacture pet products are under scrutiny, with degradable bags for cleaning up after dogs more popular, while many consumers are switching from leather and fur to cotton and other natural materials, with accessories made from synthetic products less popular.

Branding increasingly important in pet products

Branding is becoming increasingly important in pet products, with consumers demonstrating higher levels of brand loyalty. Many players are offering customisation and personalisation for their products, together with after-sale services, in order to create an atmosphere of uniqueness around their portfolios.

COMPETITIVE LANDSCAPE

Strong competition in cat litter, with private label continuing to benefit from the 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. Super Cat from Collar continued to benefit in 2020 from the 2018 launch of its distinctive Super Cat Premium, an innovative small granule wood-based cat litter.

Modern grocery retailers expected to increase their range of pet products

Although losing share to e-commerce in 2020, pet shops remained the most popular channel for owners to purchase pet products. Pet owners appreciate the wide range of products on offer in these outlets and value the opportunity to receive expert advice on the most suitable products for their pets.

Collar launches a wide range of personalised pet products

The popular domestic manufacturer of pet accessories, Collar, launched a wide assortment of products under its WAUDOG Printed for Family range. The line includes collars and leashes for dogs and bracelets, keychains and cardholders for owners with the same prints and design.

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