Ukrainian pet owners are increasingly price sensitive in 2021 as a consequence of the COVID-19 pandemic’s resultant economic downturn. Subsequently, many pet owners prefer to pamper their pets with more affordable products and would rather spend less on non-essential products such as other pet products.
The popular domestic manufacturer of pet accessories, Collar Co TOV, continued to see its value share increase in 2020. The company is successful in pet accessories and continues to launch promising innovations under its WAUDOG Printed for Family range.
Pet healthcare such as flea/tick treatments from Merial SAS (Frontline) and Elanco Animal Health Inc (Advantage) continue to benefit in 2021 as these products are considered to be essential and increasingly used. However, other products, the largest category within pet healthcare, has seen decreased demand over the entire review period, while pet dietary supplements, the second largest category in pet healthcare is seeing healthy value share growth in 2021.
Pet healthcare is expected to be in focus over the forecast period as pet owners try to prevent diseases, as well as the development of chronic diseases, and stimulate their pets’ immune systems by using products such as Gimpet’s GimCat Multi-Vitamin Paste with an immune booster complex and AMMA VET phytocomplexes, as well as treatments. The expanding number of veterinary practises in all regions across the country and the increasing awareness of pets’ health as a result of education by brands such as Royal Canin which encourages annual pet health check-ups, gives coupons, and raises awareness through free webinars benefits pet healthcare.
Cat litter is the largest category within pet products and is expected to see a similar constant CAGR over the forecast period at as seen during the review period. Retail value sales growth of cat litter at 2021 prices is likely to be boosted by consumers shifting to more expensive types of cat litter such as silica gel instead of wooden pellets or bentonite.
Collar focusses on building positive brand awareness by using corporate social responsibility campaigns. For example, with its DogMa project the company encourages Ukrainians to adopt dogs from shelters by using videos with local stars emphasising that friendship has no breed; the WAUDOG brand by Collar is also a partner in the Animal ID project that aims to help stray animals in Ukraine; and the company’s brand SuperCat is a partner of the charity organisation Happy Paw that cares for cats in shelters.
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This report originates from Passport, our Pet Products research and analysis database.
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