Chic yet sustainable

In the pandemic in 2020, Europet Bernina International (EBI) increased its sales of cat accessories by 20 per cent. This is twice as high as the increase in the company's sales of accessory products for dogs. This year has proved even better to date for EBI with a 25 per cent growth rate in cat accessories, according to Holger Passia, EBI managing director and chief operating officer (COO) of the Laroy Group, to which EBI belongs. He names the "domestic countries" of Germany, Belgium, the Netherlands and France as the most successful markets. EBI has also generated substantial market growth in Scandinavia, however, says Passia with satisfaction. The experienced manager is not at a loss for an explanation for this virtually fairy-tale upswing in the cat accessory market: "Due to the rise in the cat population we have grown in nearly all customer groups. We have also been able to welcome new customers."
At Trixie, the European market leader in the pet accessories sector, sales growth on a similar scale has been recorded for last year and this year. Whereas sales of cat accessories at the company were slightly higher than those of canine accessories last year, it has been the opposite so far this year. In Spain, France and the Benelux states, growth in sales of Trixie products was particularly high, while in Germany the treat segment increased especially strongly, says marketing manager Claudia Menzel.

Hunter perceives a rising demand for cat accessory products in Asia in particular. "As in the canine segment, there is particular demand there for small pets, which are easier to keep in the confines of small living spaces," says managing director Nadine Trautwein. With regard to trends, she detects different currents: as well as having an eye for high-quality products, she says many consumers want their pet products to integrate perfectly within their own four walls. Trautwein also points to an uninterrupted trend towards personalisation, which is demonstrated principally by collars carrying the name of the pet. As regards colours, the Hunter boss says that alongside the consistently popular shades of brown, grey and black, "vibrant splashes of colour" have also been well received. The main trend she cites, however, is towards sustainable products. "We will focus even more closely on this in future and communicate our environmental activities much more clearly outwardly," Trautwein promises. The approx. 1 500 new products that Hunter…