Executive Summary

Jun 2019
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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Pet Products in Ukraine

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Overview

Discover the latest market trends and uncover sources of future market growth for the Pet Products industry in Ukraine with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Pet Products industry in Ukraine, our research will save you time and money while empowering you to make informed, profitable decisions.

The Pet Products in Ukraine market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Pet Products in Ukraine?
  • What are the major brands in Ukraine?
  • What are the key product launches?
  • How have worming and flea product fared against other products within pet healthcare?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Pet Care market research database.

Pet Products in Ukraine - Category analysis

HEADLINES

PROSPECTS

Innovation attracts attention with focus on technology, durability and eco-friendly options
Wood-based cat litter loses share to basic bentonite as prices rise
Increasing demand for fashionable clothing for small dogs

COMPETITIVE LANDSCAPE

Strong competition in cat litter, with private label benefiting from shift to bentonite
Share fragmentation continues with many specialised new players and ongoing new entrants
Bayer continues to lead pet healthcare

CATEGORY DATA

Table 1 Sales of Pet Products by Category: Value 2014-2019
Table 2 Sales of Pet Products by Category: % Value Growth 2014-2019
Table 3 Sales of Pet Healthcare by Type: % Value 2014-2019
Table 4 Sales of Other Pet Products by Type: % Value 2014-2019
Table 5 NBO Company Shares of Pet Products: % Value 2014-2018
Table 6 LBN Brand Shares of Pet Products: % Value 2015-2018
Table 7 Distribution of Pet Products by Format: % Value 2014-2019
Table 8 Forecast Sales of Pet Products by Category: Value 2019-2024
Table 9 Forecast Sales of Pet Products by Category: % Value Growth 2019-2024

Pet Care in Ukraine - Industry Overview

EXECUTIVE SUMMARY

Pet care rebounds thanks to shift towards prepared food and focus on nutrition
Polarisation as some pet owners seek optimum nutrition while other remain focused on price
Flood of new entrants and premiumisation from domestic players intensify competition
Emerging distribution channels take share as players push for new customers
Widening range and premiumisation trend fuel forecast period growth

MARKET INDICATORS

Table 10 Pet Populations 2014-2019

MARKET DATA

Table 11 Sales of Pet Food by Category: Volume 2014-2019
Table 12 Sales of Pet Care by Category: Value 2014-2019
Table 13 Sales of Pet Food by Category: % Volume Growth 2014-2019
Table 14 Sales of Pet Care by Category: % Value Growth 2014-2019
Table 15 NBO Company Shares of Pet Food: % Value 2014-2018
Table 16 LBN Brand Shares of Pet Food: % Value 2015-2018
Table 17 NBO Company Shares of Dog and Cat Food: % Value 2014-2018
Table 18 LBN Brand Shares of Dog and Cat Food: % Value 2015-2018
Table 19 Penetration of Private Label in Pet Care by Category: % Value 2014-2019
Table 20 Distribution of Pet Care by Format: % Value 2014-2019
Table 21 Distribution of Pet Care by Format and Category: % Value 2019
Table 22 Distribution of Dog and Cat Food by Format: % Value 2014-2019
Table 23 Distribution of Dog and Cat Food by Format and Category: % Value 2019
Table 24 Forecast Sales of Pet Food by Category: Volume 2019-2024
Table 25 Forecast Sales of Pet Care by Category: Value 2019-2024
Table 26 Forecast Sales of Pet Food by Category: % Volume Growth 2019-2024
Table 27 Forecast Sales of Pet Care by Category: % Value Growth 2019-2024

DEFINITIONS

SOURCES

Summary 1 Research Sources