Extensive expertise in all aspects related to pets as well as farm animals
maconda-News January 2025
At the end of 2024, maconda was invited by the highly experienced pet care M&A advisor Oaklins to share our perspective on the pet food industry – “Unlocking the potential of Germany's pet food market”. Read the maconda feature from page 7 of the Oaklins report. Please click below for the full report.
“Unlocking the potential of Germany’s pet food market”. Yes, we really did see a lot of pet supply cases in the past. Just one example: In 2024, we provided the investor EMERAM Capital Partners with a comprehensive CDD when it acquired a majority stake in the direct marketer Provital. The focus here was primarily on premium pet food.
Considering our experience, we are able to give a valid judgement. A lot is published about this exciting industry. So, there must be a lot of data about the market. Well… unfortunately not. Despite the high and still increasing demand for pet products – food, supplements, pharmaceuticals, cat litter, accessories – the available data is contradictory and sometimes differs by billions (!) of euros. Also for investors interested in companies that serve veterinarians, one central question arises: how many practices are there actually? Unfortunately, this is not really recorded. We have seen many numbers, yet, are they really correct or does one source simply copy from the next one? The numbers become even more confusing when considering countries outside of Germany, which is generally quite good in collecting data.
A look at the data definition provides at least a little clarification, but it only helps to a limited extent. A well-thought-out market model is needed to create more transparency. maconda is happy to help.
More about the exciting pet food industry in the Oaklins newsletter – fascinating articles & interviews. Worth to read! Thank you to Oaklins for inviting us to contribute.
Pet Care Report Q3 2024 by Oaklins – maconda-Spotlight from page 7