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Pet Food and Pet Care Products in Denmark
Euromonitor International, Oct 2007, Pages: 38
Our Pet Food and Pet Care in Denmark report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2001-2006), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2011 illustrate how the market is set to change.
Product coverage: dog food, cat food, other pet food and pet care products.
Data coverage: market sizes (historic and forecasts), company shares and brand shares.
Why buy this report?
- Get a detailed picture of the pet food and pet care industry;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands ;
- Use five-year forecasts to assess how the market is predicted to develop
With a network of over 600 analysts worldwide, we have the unique capability to develop reliable information resources to help drive informed strategic planning.
Executive summary
Value sales increase higher than inflation rate
The increase in current value sales of pet food and pet care products in Denmark exceeded inflation in 2007. The result was considerably better than the average growth rate during the review period. There were several reasons behind this development. Primarily, the domestic economy performed very well with high growth rates and boosted the consumer index. Danes, therefore, had more money to spend than previously. This combined with the current health and wellness trend meant that pet owners were in a position to channel these benefits towards their pets. Consequently, consumers purchased higher quality and more expensive products for their pets. The market, therefore, experienced a further decline in non-prepared pet food and simultaneously a shift towards premium and super-premium dog and cat food. The market would have recorded even higher value growth if it had not been for the increasing sales of private label.
Cat food sales most dynamic
All sectors recorded reasonable value growth rates in 2007, but value sales of cat food proved the most dynamic. This was mainly because the cat population continued to increase considerably and so the demand for cat food increased. With the shift towards premium and super-premium products, premium dry cat food was the most dynamic subsector in 2007. Despite a further decline in the population of large dogs, and thus less demand for dog food, the growth in dog food value sales was above the inflation rate. This was primarily because consumers bought higher quality products.
Private label shares increase significantly
Private label sales increased significantly in 2007. This was despite a higher proportion of dog and cat food sales from specialist stores that primarily sold branded products. The development came mainly as the result of intensified efforts from discounters and supermarkets/hypermarkets to sell private label dog and cat food. Private label was more prominent in premium products and was therefore able, to some extent, to meet the increasing trend for such products. In general, the proportion of private label on supermarkets/hypermarkets and discounters’ shelves increased compared to branded products. Danish consumers, still price conscious, welcomed this development. While private label shares increased in the premium range, its share growth in the mid-priced range was by far the most significant.
Specialist traders record increasing sales
Many Danish pet owners opted for the more readily available mid-priced and premium private label products in 2007, However, many others shopped for dog and cat food at the specialist outlets, and they recorded an increased proportion of sales. Sales of dog and cat food from veterinary clinics, especially, increased in 2007. Specialists mainly advised consumers to purchase dry food as this provided better value for money and was deemed better for the animals’ health. Furthermore, they sold mainly premium and super-premium brands, such as Hill’s, Royal Canin and Specific. Sales of these brands, therefore, increased considerably in 2007, while the market in general shifted towards the premium dry products. While private label shares increased in 2007, the branded products sold at supermarkets/hypermarkets and discounters were the ones that lost out.
Value growth forecast
The domestic economy in Denmark is projected to increase until 2010, when it is expected to stagnate. The value of pet food and pet care products, then, should also grow in real terms throughout the forecast period. However, annual value growth rates are forecast to diminish throughout the period, and almost stagnate by 2012. In all likelihood, value growth rates will be highest until 2010, then start to diminish more rapidly from 2011. Due to the increasing cat population, cat food sales are expected to continue the most dynamically.
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