Samenvatting

The German market for equine eye care products is small, but there is a high need and a willingness to pay for specific care products among equestrians. This analysis of the general trends, distribution channels, product types, packaging, active substances, claims and prices provides a guide for future product development for potential investors. Five major insights are identified. First, sustainability and usability are identified as rising trends among equestrians that impact their purchasing decisions. Second, a multi-channel approach to distribution is expected, and there is under-used potential in dedicated webshops. Third, innovations in product packaging have excellent market potential. Easier-to-use sprays or eye-wipes would be attractive versus the standard plastic dropper packaging for equine eye care products. Fourth, there is potential for better alignment of the active substances and claims in equine eye products with market trends towards claims like natural, vegan and recycling, which are expected to become more and more prevalent. Last, pricing per packaging unit ranged from € 2.99 to € 51.85, indicating very little consistency across similar products and little impact on demand. This might indicate an immature market with room for mid-range price anchoring.