Swedencare (SECARE) CMD 2026 summary

Strategic direction and market trends

• Focus on global expansion through organic growth and acquisitions, with 14 company acquisitions since June 2020 and presence in over 70 countries.

• Emphasis on non-prescriptive animal health products, pet supplements, functional treats, and pharmaceuticals, targeting both veterinary and retail/online channels.

• Channel strategy prioritizes eCommerce and D2C, leveraging influencer marketing, social media, and tailored digital marketing, with Amazon and Walmart as key growth engines.

• Pet supplement market expected to double by 2030, driven by pet humanization, premiumization, and rising spend per pet.

• Product innovation targets both dogs and cats, with new formats, palatability improvements, and fast-track launches from idea to market in 8–12 weeks.

Operational initiatives and production expansion

• Manufacturing footprint expanded to six operations in four countries, supporting supplements, functional treats, liquids, and pharma solids.

• Two major production expansions underway in North America and Canada, targeting sterile drugs, treats, and Rx liquids.

• Vetio brand maintains 72% of revenue from external customers, ensuring competitiveness and scale.

• New facilities in Florida and Montreal will enable production of a broader range of dosage forms, including sterile liquids.

• SummitVet in the UK is pioneering soft chew dosage forms for veterinary pharmaceuticals.

Brand and channel development

• ProDen PlaqueOff remains the flagship brand, achieving 10x revenue growth in 10 years and 29% organic growth last year.

• Veterinary channel strengthened by private label strategies and exclusive product lines for vets.

• NaturVet brand refreshed, expanded into major US retailers, and enhanced marketing efforts.

• E-commerce dominates US supplement sales, with Amazon and Walmart as key growth drivers.

• Innovation pipeline includes cat-specific products and human-inspired supplement formats, with award-winning launches like ProDen PlaqueOff Cat Crème.