Laboratoire Demavic
Laboratoire Demavic is a French B2B wholesaler and formulator of pet care products — cat litter, veterinary-formulated food, hygiene, and antiparasitics — serving French retailers and online platforms plus Quebec via flagship brands Nullodor and Perlinette.
- Company typePrivate
- Founded1967
- HeadquartersLongvic, France
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Laboratoire Demavic does
Laboratoire Demavic is a French pet care company founded in 1967 in Dijon and now headquartered in Longvic, France, that develops, formulates, and distributes pet hygiene, nutrition, antiparasitic, and accessory products for cats, dogs, horses, poultry, and new companion animals (NAC). The company operates a multi-brand portfolio — including flagship cat litter brands Nullodor (silica gel, mineral, fir wood variants) and Perlinette (vegetable-based), alongside Paléocroq croquettes, Mypet, Felinity, Dynamicats, Dogadult, Babydog, and Amipet — and distributes complementary brands such as Frontline, Petkit, Verm-X, NUM'AXES, Feliway, Vetoquinol, Aubiose, Intersand, and Fibre Cycle. Under the direction of veterinarian François MESTRALLET (who took over in 1983), the company's technical differentiators include silica gel litter with color-changing urinary health indicators for mature cats, 100% plant-based fir wood litter with 400% absorption manufactured from German Black Forest wood, veterinarian-formulated premium croquettes produced in Auvergne at 90°C, and natural dental care (Haleine Fraîche) based on Ascophyllum nodosum algae.
The business operates exclusively as a B2B wholesaler (SAS LABORATOIRE DEMAVIC) with ~40 employees, share capital of €381,250, and no disclosed private equity or institutional ownership; pricing is set through annual B2B tariffs with 60-day payment terms and the right to revise mid-year for inflation or raw material costs. Distribution spans all major French supermarket chains (Leclerc, Carrefour, Auchan, Intermarché, Hyper U, Cora, Monoprix), specialized pet retailers (Botanic, Animalis, Villaverde, Gamm Vert, Bricomarché), independent stores, and online platforms (Zoomalia, Zooplus, Happynimal), with a Quebec (Canada) beachhead via demavic-animalia.com. 2024 activity included the launch of a bulk/vrac cat litter concept (Nullodor, Perlinette), Crousti Fish omega-3 dog treats, an evolved insect repellent pipette line, and TV advertising on C8 alongside a Capital TV feature on the health-monitoring litter — collectively signaling a shift toward consumer pull-through and product breadth expansion despite the B2B model.
Laboratoire Demavic firmographics
Firmographics- Name
- Laboratoire Demavic
- Legal name
- SAS LABORATOIRE DEMAVIC
- Website
- https://demavic-laboratoire.com
- Company type
- Private
- Founded year
- 1967
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Laboratoire Demavic is a French B2B wholesaler and formulator of pet care products — cat litter, veterinary-formulated food, hygiene, and antiparasitics — serving French retailers and online platforms plus Quebec via flagship brands Nullodor and Perlinette.
- Ownership category
- akta.pro rank
Laboratoire Demavic industry classification
Industry- Product category
- Pet Care Products
- NAICS
- Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (31111)
- SIC
- Food And Kindred Products (2000), Agricultural Prod-Livestock & Animal Specialties (200)
- akta.pro primary industry
- Life-Stage & Breed/Size-Specific Formulas (CRADAFAG)
- akta.pro secondary industries
- Natural/Organic & Limited-Ingredient Diets (CRADAFAH), Veterinary Pharmaceutical Wholesalers & Distributors (HLAMAIAA)
Keywords
Where Laboratoire Demavic is headquartered
LocationHeadquarters
- HQ city
- Longvic
- HQ country
- France
- HQ region
- Europe
Offices2 records
Markets served
Laboratoire Demavic business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Marketing or Sales, Operations
Revenue model
- Wholesale/Distribution of Pet Products: DEMAVIC operates as a B2B wholesaler selling pet care products (litter, pet food, hygiene products, accessories, antiparasitics) to distributors, retailers, and specialized pet stores. They do not sell directly to end consumers. Revenue is generated through bulk product sales to their distribution network across France.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Multi-year contract | B2B wholesale pricing through distributor agreements |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Laboratoire Demavic product offering
Product offeringCore offering
Laboratoire Demavic develops, manufactures, and distributes pet care products including specialized cat litter (silica gel, plant-based, bentonite), veterinary-formulated croquettes for dogs and cats, antiparasitic treatments, dental hygiene products, and accessories for companion animals (cats, dogs, horses, poultry, and new pets). The company operates as a B2B wholesaler, selling its own brands (NULLODOR, PERLINETTE, DEMAVIC, etc.) and distributed brands through supermarkets, specialized pet retailers, and online platforms across France and Quebec.
Product overview
Laboratoire DEMAVIC is a French pet product wholesaler and manufacturer founded in 1967 in Dijon, specializing in animal wellness products. The company operates a multi-brand portfolio including own brands (NULLODOR, PERLINETTE, FELINITY, DYNAMICATS, DOGADULT, BABYDOG, MYPET, PALÉOCROQ, AMIPET, DEMAVIC) alongside distribution partnerships with brands like Frontline, Petkit, Verm-X, NUM'AXES, Feliway, Vetoquinol, and others. The product portfolio spans five animal categories (cats, dogs, horses, poultry, and new pets/NAC) with core offerings in cat litter (silica gel, bentonite, natural/plant-based variants), premium kibble formulated by veterinarians (physiological and therapeutic ranges), hygiene and care products, accessories, and antiparasitic treatments. The company positions itself as an innovator in animal wellness with a focus on ecological solutions like bulk litter concepts and 100% compostable plant-based litters. Notable recent product launches include Crousti Fish treats, evolved insect repellent pipettes, and bulk litter solutions under the NULLODOR and PERLINETTE brands.
Differentiator
Problem solved
Functional benefit
Brands
- MYPET: Pet products brand
- PALÉOCROQ
- COLOR BY NULLODOR
- DYNAMICATS
- FELINITY
- DOGADULT
- BABYDOG
- AMIPET 2
- PERLINETTE VÉGÉTALES
- NULLODOR
Products and services
- Cat Litter (Silica Gel, Fir Wood, Bentonite, Natural)
Quantifiable outcome
- 400% absorption rate for fir wood shavings litter
- +1 more outcomes
Companies that use Laboratoire Demavic
Customer profileNamed customers8 records
Segments6 records
Ideal customer profiles1 record
Laboratoire Demavic technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Laboratoire Demavic partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor.
- FrontlineminorPartnership with Frontline, a recognized brand in the pet care industry. Frontline shares DEMAVIC's values and commitment to animal welfare, complementing DEMAVIC's product offering and strengthening their market position.
- PetkitminorPartnership with Petkit, a recognized pet technology brand that complements DEMAVIC's product range.
- Verm-XminorPartnership with Verm-X natural parasite control brand, complementing DEMAVIC's antiparasitic product offerings.
- FeliwayminorPartnership with Feliway pheromone products for cat comfort, complementing DEMAVIC's cat care range.
- VetoquinolminorPartnership with Vetoquinol veterinary pharmaceutical company, strengthening DEMAVIC's veterinary product portfolio.
- AubioseminorPartnership with Aubiose, a flax-based bedding and litter manufacturer, complementing DEMAVIC's litter offerings.
- IntersandminorPartnership with Intersand, another litter manufacturer, part of DEMAVIC's ecosystem of pet care brands.
- Fibre CycleminorPartnership with Fibre Cycle, a sustainable pet care brand, aligning with DEMAVIC's eco-friendly product initiatives.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Laboratoire Demavic competitors and assessment
Company assessmentDirect peers
- Beaphar: Dutch manufacturer of pet care, hygiene, and health products (including antiparasitics and supplements) with a multi-category portfolio and pan-European distribution - directly overlapping with Demavic's hygiene, antiparasitic, and care ranges.
- Laroy Group: Belgian pet food, accessories, and care products manufacturer/distributor with multi-category pet ownership analogous to Demavic - comparable size, European footprint, and B2B distribution model targeting similar independent and specialty retail channels.
- Intersand: Canadian manufacturer of cat litter (clay, silica gel, plant-based) that is both a distribution partner of Demavic and a direct competitor in the same litter category with overlapping retail channels in Quebec and Europe.
- Biogance: French pet care brand with a comparable natural/eco-responsible positioning across hygiene, care, and wellness products, distributed through similar French specialty and supermarket channels - making it a close comparably-sized competitor in the domestic market.
Broad incumbents
- Virbac: French animal health company with veterinary pharmaceutical and nutrition portfolios; serves similar veterinary channels and competes for shelf space in French specialty pet retail with Demavic's therapeutic ranges.
- Ceva Santé Animale: French animal health group and owner of Feliway and Adaptil - both of which are Demavic distribution partners - competes in adjacent veterinary and behavior categories with much greater scale and global reach.
- Vetoquinol: French veterinary pharmaceutical and pet care company with a much broader product portfolio and significantly larger scale. Existing distribution partnership with Demavic, comparable French market presence, and overlap in therapeutic nutrition and animal health.
- Mars Petcare: Global pet care division of Mars Inc. (Royal Canin, Whiskas, Pedigree, Catsan, Kitekat) and the dominant incumbent in premium veterinary pet nutrition and litter - directly competitive in Demavic's core categories across French retail.
- Nestlé Purina: Global pet care arm of Nestlé (Purina One, Pro Plan, Friskies, Fancy Feast, Felix) - competes with Demavic across mass-market and premium pet food, with substantially larger R&D, marketing, and distribution scale.
- Hill's Pet Nutrition: Colgate-Palmolive-owned global leader in veterinary-formulated therapeutic and life-stage pet nutrition (Science Diet, Prescription Diet) - the most direct large-scale competitor to Demavic's veterinary-formulated therapeutic croquette positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights7 records
Customer concentration
Laboratoire Demavic social profiles
Digital presenceLaboratoire Demavic financial estimates
Financial estimateRevenue estimate
Valuation estimate
Laboratoire Demavic leadership team
Management profileNumber of profiles
Profiles2 records
Laboratoire Demavic funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Laboratoire Demavic M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Laboratoire Demavic
What does Laboratoire Demavic do?
Laboratoire Demavic develops, manufactures, and distributes pet care products including specialized cat litter (silica gel, plant-based, bentonite), veterinary-formulated croquettes for dogs and cats, antiparasitic treatments, dental hygiene products, and accessories for companion animals (cats, dogs, horses, poultry, and new pets). The company operates as a B2B wholesaler, selling its own brands (NULLODOR, PERLINETTE, DEMAVIC, etc.) and distributed brands through supermarkets, specialized pet retailers, and online platforms across France and Quebec.
Is Laboratoire Demavic a public or private company?
Laboratoire Demavic is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Laboratoire Demavic founded?
Laboratoire Demavic was founded in 1967. It employs 11 to 50 people.
Where is Laboratoire Demavic based?
Laboratoire Demavic is headquartered in Longvic, France, in the Europe region.
How does Laboratoire Demavic make money?
One revenue line is on record: wholesale/Distribution of Pet Products.
Who are Laboratoire Demavic's main competitors?
Direct peers on record are Beaphar, Laroy Group, Intersand and Biogance. Broad incumbents are Virbac, Ceva Santé Animale, Vetoquinol, Mars Petcare, Nestlé Purina and Hill's Pet Nutrition.
Does Laboratoire Demavic have an API?
No public API is recorded for Laboratoire Demavic.
What industry is Laboratoire Demavic in?
Laboratoire Demavic's product category is Pet Care Products. Its primary akta.pro industry code is CRADAFAG, Life-Stage & Breed/Size-Specific Formulas, with a secondary code of CRADAFAH, Natural/Organic & Limited-Ingredient Diets. Its NAICS code is 311111 and its SIC code is 2000.