The cat toys market has seen a steady growth in the past decade and is the second largest segment in the overall pet toys market after dog toys. However, the Covid-19 situation has threatened to upset this trend. Some of the popular types of cat toys include teasers and wands, scratchers, interactive toys, balls and plush toys and catnip tops. Teasers and interactive toys, including mobile apps, have been the fastest growing segment by type. At the same time, purchases of cat toys is often determined by the age of the cat. Cat toys are an important purchase for cat owners since most cats are solitary pets that need constructive distractions. Cats are also unique among pets in that they require toys as kittens as well as in their adulthood to keep them occupied and self-entertained.
Kittens and younger cats usually need toys that can stimulate their senses and help them learn basic life skills. Kitten owners thus are likely to go for interactive toys, teasers and wands. Adult cats meanwhile require toys that help them realise their predatory instincts of chasing and hunting, like balls, plush toys and catnip tops.
Cat Toys Market: Pet Humanization Driving Spending
The cat toy market has seen a bulge among cat owners with multiple cats and has been one of the leading drivers of the market.
Increasing cat ownership in working households has also pushed up sales, besides also growing humanization of cats.Growing awareness among cat owners of the need to give cats toys, rather than be encouraged to play with humans, has also driven the market; playing with humans increases the likelihood of scratching and biting behaviour in cats.
Growing awareness about the use of specific toys to train cats has also positively affected the cat toys market since the lack of such awareness was a traditional constraint. Increasing awareness about the choking hazards and other dangers due to use of make-shift toys has also driven the market.
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Trends in the Cat Toys Market
Growing awareness has led to a tendency for consumers to research into products most suitable for their cats before purchase. There has hence been a thrust by manufacturers towards utility, design and style of cat toys. This has also led to a rise in product innovations as well.
The demand for eco-friendly cat toys has been on the rise as cat owners are increasingly becoming concerned about chemicals that may be detrimental to their cat’s health. This is especially significant in the case of chew toys.
Recent trends in the cat toy market have shown a tendency towards increasing online purchases and purchases through supermarkets. However, purchases through the pet speciality stores has declined. This trend is likely to continue as the fastest growing demographic of cat owners is tech-savvy youngsters and working professionals.
Impact of Covid-19
The cat toy market is likely to suffer because of the Covid-19 pandemic and consequent economic crisis due to two major reasons.
On one hand, increasing concern over health and hygiene may lead to a drop in overall cat adoptions. On the other, reduction is disposable incomes of consumers may cause them to reduce spending on cat toys since cat toys are not seen as a basic requirement like cat food or litter.
Cat toy manufacturers are hence likely to focus their production capabilities on basic, affordable cat toys and reduce their emphasis on novelties to ensure that products are picked up by vendors and end-consumers.
Region-Wise Analysis
North America and Europe have dominated the market share in the cat toys market, while Asia-Pacific has been the fastest growing segment. Latin America and Turkey are important markets in the rest of the world, which occupies a much smaller share.
The impact of Covid-19 on the cat toys market is expected to be felt across the globe, but emerging economies may be the most affected.
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Competition Landscape
The cat toys market is a highly fragmented market due to the presence of numerous small players, coupled with intense competition among big players. This fragmentation is likely to increase in the aftermath of Covid-19 as more small players will enter the fray.
Some of the major players in the market include
- Catit
- Our Pets
- Petstages
- Pusheen
- KONG
- Petmate
- Innovation Pet Petlinks System
- Leaps Bounds.
Global Cat Toys Market: Key Players (this is an indicative list – full list of key players available upon request)
- Ethical Products
- Friskies
- Hartz
- Honest Pet Products
- Innovation Pet.
- Midwest Homes for Pets
- PetMate
- PetSafe
- Petstages, Inc
- R2P Pet Ltd.
- Rolf C. Hagen Inc.
- Simply Fido
- Worldwise
- Kong Company
- Petsport USA, Inc.
Regions and Countries Analyzed in the Report
- North America (U.S., Canada)
- Latin America (Mexico, Brazil, Rest of LATAM)
- Europe (Germany, U.K., France, Italy, Spain, Poland, Russia, Rest of Europe)
- East Asia (China, Japan, South Korea)
- South Asia (India, Thailand, Malaysia, Vietnam, Indonesia)
- Oceania (Australia, New Zealand)
- Middle East & Africa (GCC Countries, Turkey, Northern Africa, South Africa)
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