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C&M: German pet owners less price-sensitive than other consumers
Pet Care in Germany - a new market research report on 2014-03-17 14:22:04
After having seen a minor slowdown in 2011, the German pet care market recovered somewhat in 2012 to post value sales growth generally in line with the review period average. Despite the high level of saturation in this very mature market, all signs point to further growth, with 2013 seeing a promising start and positive tendencies in almost all categories.

In the spirit of offering their pets the best care and functional products of the highest quality in order to improve their health and wellbeing, German consumers have shown themselves to be less price-sensitive than pet owners in many other markets. Nevertheless, the high level of competition within the pet care market, coupled with the continuous growth of private label, has put such enormous pressure on manufacturers that they are having to use hard discounting and price promotions as the main tools to maintain or increase sales, thereby constantly undercutting each other in terms of product pricing.

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