Hayat Enters the Pet Products Sector

Hayat Enters Pet Care Products Sector Hayat has entered the pet care products sector, which has reached a size of USD 1 billion in Turkey and USD 150 billion worldwide. Gülin Görünmez, Marketing Director of Hayat Home Care Category, announced that they have entered the market, which grows at least 15 percent annually, with Toilet Training Pads, Hair and Paw Cleaning Wipes, Liquid Surface Cleaner, Spray Surface Cleaner and Bleach. Hayat is also preparing to export these products.

Market Reaches USD 150 Billion Worldwide, USD 1 Billion in Turkey

Gülin Görünmez, Marketing Director of Hayat Home Care Category, emphasized that the increasing desire to own pets and rising awareness toward animal welfare have also increased interest in products that will meet animal care and hygiene needs, in addition to necessities such as pet food or cat litter. Stating that they want to respond to expanding demand as a domestic manufacturer with a global perspective, Gülin Görünmez said, "The developing culture regarding pets in our country has created a vibrant market that grows at an average of 15 percent annually and has reached a size of USD 1 billion. Today, there is a market that has become diversified and enriched, ranging from pet food to textile products, from accessories to care products. If we consider that there is a giant USD 150 billion market worldwide, led by the United States, China and EU countries, we can say that Turkey has strong potential with its internal and external dynamics." Gülin Görünmez continued, "While there will be product-based changes over the next 5 years, we foresee growth reaching 40 percent in cleaning-focused products. We, as Hayat, have decided to enter this category with our 34 years of experience in hygiene and cleaning and as the country's largest domestic manufacturer. In Pet Care Products, we aim to become the brand preferred first by pet lovers in Turkey in the short term. As of 2022, with our export capability covering more than 100 countries, we will bring our Sholk brand to different parts of the world," she said.

"In Environments Where Pets Are Present, Cleaning Should Be Done with Specialized Products"

Pointing out that in homes with pets, household cleaning needs are being met with existing cleaning products, Gülin Görünmez, Marketing Director of Hayat Home Care Category, stated, "The products we use in our daily cleaning may not be healthy for our animal friends due to different sensitivities. Awareness needs to be raised in this direction. In our detailed R&D work, we took into account the sensitivities of animal lovers regarding hygiene, as well as the expert opinions of veterinarians and the health and comfort of pets. Sholk; was developed as tongue, paw, nose and respiratory friendly with formulas that are not disturbing with their odor, hypoallergenic, and do not cause irritation. It was also dermatologically tested against skin sensitivities of pets." Growth in Turkey's pet market, which carries growth potential, is largely shaped by needs directed toward domestic cats and dogs. According to various studies showing that cats or dogs are kept in at least 4 million of Turkey's 24 million households, 10 percent of total households have dogs and 13 percent have cats. In line with changing dynamics in society, both the number of pets in Turkey and the market for them are expected to develop.