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Pet Care in Poland

Poland pet care market: Domestic players see high growth despite Mars and Nestlé domination

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2014-01-22 09:47:01 - Pet Care in Poland - a new market research report on

The pet care category in Poland enjoyed positive development over the review period as pet owners gradually increased their spending on various products for pets, including food and non-food categories. Even in tougher economic times, they proved unwilling to economise on their pets and were more inclined to reduce other spending instead. The overall rising demand for various pet products was fuelled by the increasing pet humanisation and pet pampering trends, which led to more Poles treating their pets as family members and paying more attention to their health and wellness.

Polish pet owners are becoming increasingly educated in terms of taking care of their pets, including proper and balanced nutrition, as well as their overall health and wellbeing. At the



same time, they are proving to be more demanding and their expectations are growing, therefore they are increasingly reaching for specialist products offering advanced formulae, innovative ingredients and added benefits. In response, leading manufacturers launched more diversified products, including specific variants for factors, such as age, breed, size, condition, lifestyle and lifecycle. More products positioned towards health and wellness also appeared on the market, such as organic, fortified/functional, low-calorie/low-fat, hypoallergenic and for food intolerances.

Although multinational companies, such as Mars and Nestlé, remained the leading players within pet care in 2012 in Poland, domestic players strove to gain market share. Many local players manufacture their own brands, often mid-priced products targeted at a wide audience or private label offerings; some choose to focus on one selected product niche, while others prefer to engage in the distribution of foreign brands. Some companies find it lucrative to mix these strategies and, apart from producing their own ranges, they also distribute other companies´ products. PW Hobby is an example of such an industrious player, as the company not only manufacturers its own brands, such as Vitapol and Lolo Pets, but also distributes well-established brands, such as Trixie, Cat´s Best and Sanal.

Specialist outlets, such as pet shops, pet superstores and veterinary clinics, continued to perform well in pet care in Poland as many consumers appreciate the wide selection of products on offer, as well as value the role of professional advice. Such outlets are also commonly chosen by the most demanding pet owners seeking premium and super-premium offerings, as their offer includes a wide array of upper-priced products and niche brands.

Over the forecast period, pet care is set to enjoy positive development with demand being fuelled by new product developments, an expanding consumer base for prepared food, mass media advertising and broad distribution. New entrants are also highly probable as the area offers ample room for growth. Future development is set to continue to be marked by the widespread pet humanisation and pet pampering trends, with a special focus on the overall wellbeing of a single pet.

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