Market Report, "Pet Products in Canada", published

From: Fast Market Research, Inc.
Published: Tue Sep 16 2014

Growth in total pet products current value sales in 2013 was up slightly on 2012. Aside from continued growth in Canada's total pet population, the main factor behind this improvement was the pet humanisation trend. Strongest among (but not limited to) dog and cat owners, pet humanisation means people are more likely to treat pets like family members, and therefore inclined to spend more on all kinds of non-food products to improve their health, happiness and general wellbeing. Throughout the review period, manufacturers sought to tap into this trend by stepping up investment in marketing campaigns that emphasised the strong bonds between pets and owners and launching new and more advanced pet products in all price segments (including natural and eco-friendly variants). All of this is expected to support a further improvement in current value sales growth for the pet products category in 2014.

Full Report Details at

Competitive Landscape

Hartz remained continued to lead pet products in 2013 with a value sales share of 24%. Offering a wide assortment of product types under its eponymous brand and maintaining a strong distribution network that covers both specialist and mainstream channels, the company was the clear leader in pet healthcare, pet dietary supplements and other pet products. Nestle Purina ranked second overall with a value share of 12%. It held a commanding lead in cat litter, where it offers the Maxx brand, but did not have a visible presence in any other category. Maxx clumping cat litter is made from 100% bentonite clay and formulated with HealthGuard, an antibacterial agent that prevents the growth of odour-causing bacteria. Domestic company Rolf C Hagen rounded out the top three pet products companies with a value share of 7%. It ranked second in other pet products, where its Living World range offers an extensive assortment of pet accessories such as bird cages, dishes, bottles, grooming products, toys etc. It also claimed third place in pet healthcare with its Hagen brand. Other prominent competitors in pet products in 2013 included Wahl Clipper Corp, Church & Dwight Ltd, Loblaws, Oil-Dri Canada and Wal-Mart.

Industry Prospects

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