Як увійти в трійку найвпізнаваніших брендів Литви та потіснити мультинаціональних гравців — досвід преміального бренду Club 4 Paws

At the Business Wisdom Summit—Ukraine’s leading business event of the year that brought together entrepreneurs, top managers, and industry experts—Vasyl Yatsyshyn, Director of Mass-Market Brands at Kormotech, shared the story behind Club 4 Paws' rise. He explained how the premium brand broke into Lithuania's top three most recognized pet food brands and what it took to outperform multinational companies.

By the end of 2024, Club 4 Paws reached 31% brand awareness among Lithuanian pet parents. In other words, one in three consumers who purchase dog or cat food knows or has heard of the brand. And it all started in 2022, when that number was just 1%. The brand achieved what usually takes decades in under three years, thanks to a strategic mix of strong digital campaigns, TV advertising, and in-store activations. In 2024 alone, our digital campaign “Responsible, but not perfect” generated over 20 million impressions on Facebook and Google.

Club 4 Paws entered the Lithuanian market in 2015, initially through distributors. But after launching our first factory in Lithuania, we built our own local sales team, marking the start of a more focused and strategic market presence.

The Lithuanian pet food market is highly competitive, with three main types of players: multinational giants, regional European brands, and local producers. We competed with the first group through strong marketing and maintaining a consistent presence on supermarket shelves. We used aggressive trade marketing with regional brands and offered a broader, more flexible product range. Over time, local producers lost competitiveness altogether. Today, Club 4 Paws ranks among the top three in supermarket sales and outperforms Josera in the specialty pet store segment.

Our complete portfolio, with over 90 SKUs, is now available in Lithuania. We’ve tailored our assortment by channel: supermarkets offer one selection, and pet stores offer another. Every product is designed to meet the specific needs of each consumer type.

The market itself is evolving. The key distribution channels are supermarkets and pet stores. By 2028, we expect supermarkets to account for 65% of total pet food sales, while pet stores will hold 30%. E-commerce is still growing slowly, but we’re already present on local marketplaces and pet store platforms—and preparing to expand into supermarket e-commerce as the trend accelerates.

2024 marked a breakthrough: our sales volume in Lithuania grew by 45% year-over-year. By 2028, we aim to triple our current volume. In 2025, we’ll launch an expanded portfolio with key growth areas: – Tripling the wet dog food range.
– Expanding the snack category fivefold
– Reintroducing breeder partnerships to build stronger brand advocacy

Club 4 Paws is more than a brand—it’s becoming a symbol of the responsible pet care culture that defines the Lithuanian market. We’re proud to be a brand that speaks the same language as our consumers—built on trust, quality, and care.