How is the Polish pet care market developing?
Poland is becoming one of the fastest growing markets in the pet care industry in Europe. Pets now live in every second home in Europe, and 36% of Polish households have decided to adopt a new pet, which is the highest result among all the countries surveyed. In addition, the growing interest in pet care goes hand in hand with a growing awareness of their needs, and this in turn drives the continuous development of the industry.
What is the dominant trend in the market?
We observe that one of the most important trends that shapes the market is the humanization of animals. Customers increasingly treat them as family members, which directly translates into a growing demand for premium products and various services. At the same time, personalization is playing an increasingly important role. Animal carers are looking for solutions that are ideally suited to the individual needs of their charges. There is also a growing interest in technology that is entering the lives of carers and their pets. We cannot ignore the trend related to sustainable development. The majority of customers pay attention to the ecological nature of products, choosing those that are environmentally friendly.
How are pet owners' expenses growing? How much of it is the result of pay rises and how much of it is the result of the increase in the number of customers and purchases?
The growing number of pets and the trends I mentioned have an impact on spending on pet care. These have indeed increased in recent years, both globally and in Poland. The global market for pet products and services is valued at over $300 billion with forecasts for further growth at 6.8%, and in Poland the value of retail sales of pet products exceeds PLN 5 billion annually. Inflation has slowed down this growth dynamics, as consumers have less money at their disposal. Nevertheless, selected product categories are still developing. One example is the treat segment, which has expanded significantly – shelves with such products have doubled in the last five years. The pet food segment is also recording stable growth, with an annual increase of around 7%. We also see a growing demand for products related to aspects of pet care other than nutrition. They are therefore more willing to reach for interactive toys, training accessories, or specialist equipment. There has also been a demand for pet insurance, which allows pets to be provided with the highest level of healthcare without having to worry about unplanned medical costs.
How is the Maxi Zoo chain adapting to this market development? Is the 3.0 concept a response to new consumer expectations?
Last year, we opened 30 new stores, which made Maxi Zoo Polska the second fastest growing market in the Fressnapf group. As a result, we ended 2023 with 118 branches located throughout the country, and this year we maintain an equally fast pace of development. To date, we have launched 16 new points, and by the end of the year we plan to open another dozen. Our stores are present not only in large cities, but also in smaller towns with 30 to 60 thousand inhabitants.
All newly opened stores operate in the 3.0 format, which ensures a high standard of finish, a spacious and minimalist layout, as well as brighter lighting. We have introduced lower shelves to improve visibility and modular parts that allow for the creation of attractive product displays. The new format introduces even more solutions that make it easier to care for animals. An example is the Meat Corner – a special zone with a wide selection of meat chews and treats, ready-made BARF mixes and frozen, raw meat for self-composing a pet's diet. The zone is already available in selected locations (currently 5 stores). We are also modernizing selected, older stores to the 3.0 format. This year, we have modernized 8 facilities, including in Wrocław, Lublin, Zielona Góra, Sosnowiec, Poznań, Swarzędz and Gdynia), and more are already planned for next year.
But we are not stopping there. Innovations are gradually being implemented throughout the Fressnapf Group that take the standard of animal care to the next level. Our goal is to create an integrated system that includes a wide range of animal products – both offline and online – and modern services. We plan to offer veterinary advice and grooming services in Maxi Zoo stores in the near future.
We are also developing in the communication area. This spring, we launched a rebranding and 360-degree campaign on 11 European markets, which reflect the changes taking place in our group. The new logo, Petmoji – a smiling animal face – replaces the previous one after many years, emphasizing the character of the brand and symbolizing the joyful relationship between people and their pets.
What services have already been included in Maxi Zoo's offer, and which are still planned?
One of the most important implementations in the past year was the opening of a veterinary clinic in our 100th store in Manufaktura in Łódź. This is the first solution of this type in Poland, which allows us to meet the needs of our customers and their pets even better. We plan to launch the first grooming salons in Poland. These services are already successfully provided on our home market in Germany, and Poland is among the countries where they are planned to be introduced next. At the same time, we are working on introducing a modern marketplace that will operate in the omnichannel model, integrating various sales channels, including the Click&Collect service, which allows online ordering with collection at a selected store. This service is particularly useful in situations where customers urgently need specialist products for their pets, such as specific food, medicines or accessories, and at the same time want to avoid shipping costs or long waiting times.
At the same time, Maxi Zoo is developing a range of specialist products, including the BARF (Biologically Appropriate Raw Food) diet in some locations. BARF, or raw meat feeding, is becoming increasingly popular among dog owners who want to provide their pets with natural and healthy meals. This form of feeding requires the right selection of ingredients, such as meat, vegetables and vitamin supplements, and allows for the diet to be tailored to the individual needs of the animal.
What do we know about the Maxi Zoo chain?
Maxi Zoo entered the Polish market in 2012. Currently, the company has 134 stores in larger and smaller cities in Poland. In 2019, the chain started online sales and opened a store – www.maxizoo.pl. In 2022, the chain launched an application for customers, with the Friends program and special offers. Maxi Zoo is part of the Fressnapf Group, which operates in 11 European countries, mainly under the Maxi Zoo brand.