Pet Care in Germany

  • ID: 2316047
  • Report
  • Region: Germany
  • 44 pages
  • Euromonitor International
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In 2017, pet care in Germany followed trends and developments from human-centred industries ever more closely. Smaller, independent manufacturers especially tended to pick up developments – even niche trends – from packaged food, health and wellness or even fashion, and translated them into products for pets. One of the larger trends was the growing demand for more natural products, free from artificial enhancers or even grain, gluten or sugar.

The Pet Care in Germany report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2013-2017, 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 2022 illustrate how the market is set to change.

Product coverage: Pet Food, Pet Products.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
  • Get a detailed picture of the Pet Care market;
  • 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.
Note: Product cover images may vary from those shown
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PET CARE IN GERMANY

Executive Summary
Anthropomorphism and Premiumisation Define Pet Care in Germany
Emphasising Naturalness in Products and Features Supports Growth
the Growing Selection and Quality of Private Label Intensifies the Competition
Pet Superstores Sees Strong Growth
Value Growth Is Set To Slow Due To the Stagnant Customer Base and Maturity
Market Indicators
Table 1 Pet Populations 2013-2018

Market Data
Table 2 Sales of Pet Food by Category: Volume 2013-2018
Table 3 Sales of Pet Care by Category: Value 2013-2018
Table 4 Sales of Pet Food by Category: % Volume Growth 2013-2018
Table 5 Sales of Pet Care by Category: % Value Growth 2013-2018
Table 6 NBO Company Shares of Pet Food: % Value 2013-2017
Table 7 LBN Brand Shares of Pet Food: % Value 2014-2017
Table 8 NBO Company Shares of Dog and Cat Food: % Value 2013-2017
Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2014-2017
Table 10 Penetration of Private Label in Pet Care by Category: % Value 2013-2017
Table 11 Distribution of Pet Care by Format: % Value 2013-2018
Table 12 Distribution of Pet Care by Format and Category: % Value 2018
Table 13 Distribution of Dog and Cat Food by Format: % Value 2013-2018
Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2018
Table 15 Forecast Sales of Pet Food by Category: Volume 2018-2023
Table 16 Forecast Sales of Pet Care by Category: Value 2018-2023
Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2018-2023
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2018-2023
Definitions
Sources
Summary 1 Research Sources
Headlines
Prospects
the Cat Population and Sales of Cat Food Develop Parallel To Dogs and Dog Food
Segmentation, Diversification and Functionality Drive Growth, Especially in Cat Treats
Demand for More "natural" Feeding Impacts Different Types of Cat Nutrition
Competitive Landscape
A Wide Selection, Innovative Products and Catering To Consumer Demands
Cats Are Considered Family - Successful Company Strategies Utilise This
Trends in Cat Food Come and Go
Category Indicators
Table 19 Cat Owning Households: % Analysis 2013-2018
Table 20 Cat Population 2013-2018
Table 21 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2013-2018

Category Data
Summary 2 Cat Food by Price Band 2018
Table 22 Sales of Cat Food by Category: Volume 2013-2018
Table 23 Sales of Cat Food by Category: Value 2013-2018
Table 24 Sales of Cat Food by Category: % Volume Growth 2013-2018
Table 25 Sales of Cat Food by Category: % Value Growth 2013-2018
Table 26 Sales of Premium Cat Food by Category: Value 2013-2018
Table 27 Sales of Premium Cat Food by Category: % Value Growth 2013-2018
Table 28 Sales of Dry Cat Food by Life-Cycle: % Value 2013-2018
Table 29 Sales of Wet Cat Food by Life-Cycle: % Value 2013-2018
Table 30 NBO Company Shares of Cat Food: % Value 2013-2017
Table 31 LBN Brand Shares of Cat Food: % Value 2014-2017
Table 32 LBN Brand Shares of Cat Treats: % Value 2014-2017
Table 33 Forecast Sales of Cat Food by Category: Volume 2018-2023
Table 34 Forecast Sales of Cat Food by Category: Value 2018-2023
Table 35 Forecast Sales of Cat Food by Category: % Volume Growth 2018-2023
Table 36 Forecast Sales of Cat Food by Category: % Value Growth 2018-2023
Headlines
Prospects
Demographics Support the Positive Volume Development of Dog Food
the Premiumisation of Dog Food
Alternative Feeding Methods Increase Selection and Potential for Growth
Competitive Landscape
Leading Companies Follow Major Dog Food Trends
Niche Developments and Short-term Trends Support Smaller Companies
Limits To Premiumisation
Category Indicators
Table 37 Dog Owning Households: % Analysis 2013-2018
Table 38 Dog Population 2013-2018
Table 39 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2013-2018

Category Data
Summary 3 Dog Food by Price Band 2018
Table 40 Sales of Dog Food by Category: Volume 2013-2018
Table 41 Sales of Dog Food by Category: Value 2013-2018
Table 42 Sales of Dog Food by Category: % Volume Growth 2013-2018
Table 43 Sales of Dog Food by Category: % Value Growth 2013-2018
Table 44 Sales of Premium Dog Food by Category: Value 2013-2018
Table 45 Sales of Premium Dog Food by Category: % Value Growth 2013-2018
Table 46 Sales of Dry Dog Food by Life-Cycle: % Value 2013-2018
Table 47 Sales of Wet Dog Food by Life-Cycle: % Value 2013-2018
Table 48 NBO Company Shares of Dog Food: % Value 2013-2017
Table 49 LBN Brand Shares of Dog Food: % Value 2014-2017
Table 50 LBN Brand Shares of Dog Treats: % Value 2014-2017
Table 51 Forecast Sales of Dog Food by Category: Volume 2018-2023
Table 52 Forecast Sales of Dog Food by Category: Value 2018-2023
Table 53 Forecast Sales of Dog Food by Category: % Volume Growth 2018-2023
Table 54 Forecast Sales of Dog Food by Category: % Value Growth 2018-2023
Headlines
Prospects
Changes in Lifestyle and Pet Demographics Dampen Growth
Adding Value Through Segmentation and Specialisation
Adding Value Through Focusing on Consumers' Relationship With Their Pets
Competitive Landscape
A Long History and Strong Positioning Support Vitakraft's Lead
Product Variety, Presence and Positioning Are Factors for Brand Growth
Distinct Marketing and Brand Presentation To Stand Out
Category Indicators
Table 55 Other Pet Population 2013-2018

Category Data
Table 56 Sales of Other Pet Food by Category: Volume 2013-2018
Table 57 Sales of Other Pet Food by Category: Value 2013-2018
Table 58 Sales of Other Pet Food by Category: % Volume Growth 2013-2018
Table 59 Sales of Other Pet Food by Category: % Value Growth 2013-2018
Table 60 LBN Brand Shares of Bird Food: % Value 2014-2017
Table 61 LBN Brand Shares of Fish Food: % Value 2014-2017
Table 62 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2014-2017
Table 63 Forecast Sales of Other Pet Food by Category: Volume 2018-2023
Table 64 Forecast Sales of Other Pet Food by Category: Value 2018-2023
Table 65 Forecast Sales of Other Pet Food by Category: % Volume Growth 2018-2023
Table 66 Forecast Sales of Other Pet Food by Category: % Value Growth 2018-2023
Headlines
Prospects
Consumers' Growing Autonomy in Pet Care Supports Growth
Hobby and Design Vs Functional and Pet-centred Products
Modern Design and Back To Nature - Two Promising Trends Within Pet Products
Competitive Landscape
Variety, Innovation and Added Benefits Ensure Success
Private Label Threatens the Growth of Brand Manufacturers
the Rising Popularity of Dietary Supplements

Category Data
Table 67 Sales of Pet Products by Category: Value 2013-2018
Table 68 Sales of Pet Products by Category: % Value Growth 2013-2018
Table 69 Sales of Pet Healthcare by Type: % Value 2013-2018
Table 70 Sales of Other Pet Products by Type: % Value 2013-2018
Table 71 Forecast Sales of Pet Products by Category: Value 2018-2023
Table 72 Forecast Sales of Pet Products by Category: % Value Growth 2018-2023
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2016 is another good year for pet care in Germany


Pet care in Germany is anticipated to see another successful year with regard to volume and current value growth in 2016. Even though strong competition, progressing maturity and saturation will limit overall growth, value sales are set to increase almost in line with the average development seen in the review period. Innovation and growing demand for premium products will continue to counteract any potential negative effects on value growth.

Elevated status of pets drives product sophistication and sales


German consumers are increasingly concerned with the wellbeing and health of their pets. Consequently, their demands for specific products to improve the living conditions of and relationships with their pets are continuing to become more complex. Sophistication and the level of quality of products are increasing in order to provide various pets of different ages, breeds, health and living conditions with the specific diet and care that they need. Functional products, as well as more natural or even organic products, saw growing demand in pet food and pet products alike. Their generally higher unit prices were accepted, as long as they could be justified by their added-value, which supported the further value growth of pet care in Germany.

Multinationals face growing challenges


Large multinational and internationally active players maintained their strong leading positions in the highly fragmented competitive landscape in pet care. Their often exceptionally large product variety and innovation leadership secured their positions at the top of the German pet care market. Nevertheless, even strong brand manufacturers such as Mars had to face increasing challenges, not only from the strengthening of private label providers, but also from the emergence and growth of various niche players supplying consumers with extra value in terms of innovation, product quality or additional features, such as prepared BARF products or organic pet food and pet products.

Specialist retailers hold the fort for store-based retailers


Progressing digitalisation and the growing selection of pet care products available online contributed to the further growth of internet retailing in pet care. Nevertheless, specialist retailers, and pet superstores in particular, managed to record further growth in terms of value share in 2015. The high level of expertise, additional services and emotional appeal, due to smart product placement and presentation in these store-based outlets, supported their ongoing success and popularity amongst German consumers.

Steady growth through innovation anticipated for pet car.


The current trends of humanisation, product segmentation and premiumisation are expected to contribute to further value growth in pet care over the forecast period. Innovative product launches are likely to keep consumers’ attention and interest high, thereby balancing the effects of progressing maturity, saturation and growing competition. Future innovation leaders are likely to be found amongst currently strong global players such as Mars and Nestlé, and internationally active local manufacturers including Trixie Heimtierbedarf, but also domestic and multinational niche providers such as Petman and naturia.

Overview:

Discover the latest market trends and uncover sources of future market growth for the Pet Care industry in Germany with research from a team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Pet Care industry in Germany, this research will save you time and money while empowering you to make informed, profitable decisions.
When you purchase this report, you also get the data and the content from these category reports in Germany for free:
  • Cat food
  • Dog food
  • Other pet food
  • Pet product.
The Pet Care in Germany market research report includes:
  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
  • What is the market size of Pet Care in Germany?
  • What are the major brands in Germany?
  • How did the downturn affect pet care spending?
  • Which is the best-performing category within pet care?
  • Which is the fastest-growing pet food manufacturer?
  • How have pet specialists fared in recent years?
  • What are growth prospects for pet care in the next 5 years?
Why buy this report?
  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions
This industry report originates from Passport, our Pet Care market research database.
Note: Product cover images may vary from those shown
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Note: Product cover images may vary from those shown
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