Competitor Strategies in Pet Care

September 2024

The competitive landscape in pet care, while being relatively consistent, is also dynamic. Rising competition, investments in capacity expansion and M&A activities allude to the allure of the industry. This report discusses the current competitive landscape, strategies at play and future opportunities in pet care.

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Key findings

A nearly consistent competitive landscape

Global pet care leader board rankings remained largely consistent over the review period. Market momentum supported absolute growth but rising competition from regional players and private label impacted market share. Portfolios spread across price segments, categories and/or regions allowed players to retain competitiveness. However, a singular focus proved challenging for some. Ongoing capacity expansion investments indicate future prospects.

From premium products to a premiumised appeal

Continued humanisation of pets, particularly against the backdrop of declining human birth rates, supports demand for premium pet offerings. However, volume consumption lags as high prices limited access to aspirational consumers. Category is also challenged by value-orientated brands such as mid-priced and private label, enhancing their premium appeal through attributes such as product claims, packaging and formulation.

Targeting pet health through need states

Growing focus on pet health and wellbeing has its roots in human focus on the same for the self. As pet owners adopt a preventative approach for themselves, they are extending the same for their pets. Purchase decisions are being driven by the desire for specific benefits, making it imperative for brands to target specific needs rather than generic ones.

Distribution strategy

Pet care retail online recorded strong growth over the review period, while retail offline, despite being the bigger in absolute terms, experienced a drop in share of global pet retail. Digitisation has helped democratise distribution with control no longer limited to traditional grocery retailers. Pet shops and superstores, which command the bulk of pet retail offline, benefit from specialism, variety and most importantly, from an experiential aspect.

Scope
Key findings
Companies at a glance
Pet care a key growth vertical for industry players
Market momentum drives absolute growth; market share challenged by competition
Heavy reliance on developed regions; emerging offer stronger growth prospects
A diversified portfolio underpins company strength
Majority pet care players operate in a narrow brand portfolio
Category portfolio: A closer look at the top five
Investments in capacity expansion signal industry prospects
Key strategies in pet care
Premiumisation: Despite challenges, premiumisation of pet food pushes through
Premiumisation: A long-term proposition
Premiumisation: Enhancing the premium appeal
Premiumisation: Case study (1) - Legend Sandy, China
Premiumisation: Case study (2) - Walmart, USA
Premiumisation: Takeaway
Pet health and wellness: Human focus on health forms basis for same in pets
Pet health and wellness: Korean pharmaceutical players expand into pet dietary supplements
Pet health and wellness: Exploring pet health through the lens of need states
Pet health and wellness: Addressing need states through claims and ingredients
Pet health and wellness: Brands target pet need states across holistic health and life stage
Pet health and wellness: Takeaway
Route to consumer: E-commerce leads growth, offline leads sales
Route to consumer: What’s driving digital?
Route to consumer: Ollie expands beyond D2C, enters pet specialty retailer
Route to consumer: Specialism helps pet shops and superstores gain traffic
Route to consumer: Pet specialist channels preferred expansion platform for new-age brands
Route to consumer: Takeaway
Future opportunities: Industry fundamentals and demographic transition
Future opportunities : Rising consumption occasions
Key findings

Pet Care

This is the aggregation of pet food and pet products.

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