Extensive experience across products & services for companion and farm animals
maconda News January 2025
At the end of 2024, maconda was invited by Oaklins, the experienced M&A advisor to the pet industry, to share our perspective on the pet food industry—“Unlocking the potential of Germany’s pet food market”. Please click below to read the full report—and the maconda contribution from page 7.
“Unlocking the potential of Germany’s pet food market”. Yes, we really have seen a great many companies in the companion animal space, as well as in farm animals. Just one example: in 2024, we had the opportunity to support the investor EMERAM Capital Partners in the acquisition of a majority stake in the direct-to-consumer provider Provital with a comprehensive CDD. The focus here was primarily on premium pet nutrition.
With our experience, we also allow ourselves a well-founded assessment: a great deal is published about this exciting industry. So there must be plenty of data on the market. Well… not at all. Despite the high and still rising demand for pet products—food, dietary supplements, medicines, cat litter, accessories—the available data is contradictory and in some cases differs by billions (!) of euros. For investors interested in companies that supply veterinarians, one key question also arises: how many practices are there, actually? Unfortunately, this is not really recorded. We have seen many figures in this industry, but are they truly correct—or is one source simply copying the next? The figures become even more confusing when it comes to countries outside Germany, which is generally quite good at collecting data.
A look at the data definition brings at least a little clarity, but only helps to a limited extent. To create more transparency, a well-designed market model is required. maconda will be pleased to help.
More about the exciting pet food industry in the newsletter from Oaklins—excellent articles & interviews. Well worth reading! Thank you to Oaklins for the invitation.
Oaklins Pet Care Report Q3 2024 – maconda spotlight from page 7