Pet Food And Pet Care Products in Denmark
Euromonitor International's Pet Food And Pet Care Products in Denmark market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, 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, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 63 | Publication date: Jan 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Dog and cat food; Dog and cat food by price platform (excl treats and mixers); Dog and cat food by price platform (incl treats and mixers); Dog and cat food by type (excl treats and mixers); Other pet food; Pet care products
Executive summary
Strong performance in 2008
Growth in disposable incomes, combined with increasing demand for prepared dog and cat food secured a strong 2008 performance; well above the review period average. This trend emerged during the latter years of the review period, when the economic upswing coincided with intensified marketing efforts to target the market’s large unrealised potential. The Danish market has very low penetration of prepared dog and cat food. Through intensive campaigning, in many cases involving veterinarians and other experts, manufacturers managed to raise consumer awareness of the link between a well-balanced diet and animal welfare. This to a great extent boosted demand for prepared dog and cat food, especially premium and super-premium products.
Specialist retailers drive growth
Specialist retailers continued to take an increasing proportion of sales from grocery retailers. The positive consumer environment and growing focus on animal welfare underpinned this trend. Dog and cat owners were more inclined to take expert advice and shop at specialist retailers for premium priced pet food. Pet superstores saw the most dynamic growth, whilst pet shops and veterinary clinics also recorded significant growth. During the late review period, veterinarians worked closely with manufacturers to become more adept at selling products, and many veterinary clinics have now partly turned into pet care retailers.
Specialist brands perform the best
Specialists mainly advised consumers to purchase dry food, as this provides better value for money and is deemed better for 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, whilst the market in general shifted towards premium dry dog and cat food. In grocery retail, private label was more available in premium quality variants, and its share increased significantly. The products which lost out were therefore branded products such as Sheba and Friskies, which are sold at supermarkets/hypermarkets and discounters.
Strong trend towards detailed product segmentation
To a significant extent, the specialist retail trend drove consumer preference towards speciality brands with product segmentation by breed, age or size. In 2007, this trend also began to emerge in mass retail channels. Responding to the growing demand for speciality products, Mars Danmark A/S successfully introduced a new premium dry range for the grocery retail market. Through its detailed product segmentation, Perfect Fit resembled specialist brand ranges such as Hill’s, Royal Canin and Eukanuba.
Market to expand further, but volume to outperform value
The domestic economy is expected to slow down in 2009, and perhaps even hit a recession from 2010. Renewed consumer price awareness is therefore expected to have a negative impact on value sales, especially as the current growth trends in the specialist trade and premium products is likely to slow down. Expanding volume sales are nonetheless projected to boost the market value further, as it has yet to reach full its potential in terms of prepared dog and cat food penetration, but constant value growth will lag behind volume increase. Premium dog and cat food is projected to stagnate by 2012, but sales are likely to shift increasingly towards mid-priced and economy brands. Furthermore, premium dry ranges such as Perfect Fit are likely to emerge to an increased extent in grocery retail; thereby undermining specialist retail sales.
Table of contents
PET FOOD AND PET CARE PRODUCTS IN DENMARK : MARKET INSIGHT
EXECUTIVE SUMMARY
Strong performance in 2008
Specialist retailers drive growth
Specialist brands perform the best
Strong trend towards detailed product segmentation
Market to expand further, but volume to outperform value
KEY TRENDS AND DEVELOPMENTS
Strong Danish economy
Expanding volume sales illustrate large market potential
Specialist retailers continue to drive growth
Strong growth in internet retailing
Growth in private label
MARKET INDICATORS
Table 1 Pet Populations 2003-2008
MARKET DATA
Table 2 Sales of Pet Food and Pet Care Products by Sector: Volume 2003-2008
Table 3 Sales of Pet Food and Pet Care Products by Sector: Value 2003-2008
Table 4 Sales of Pet Food and Pet Care Products by Sector: % Volume Growth 2003-2008
Table 5 Sales of Pet Food and Pet Care Products by Sector: % Value Growth 2003-2008
Table 6 Dog and Cat Food Company Shares 2003-2007
Table 7 Dog and Cat Food Brand Shares 2004-2007
Table 8 Penetration of Private Label by Sector 2003-2007
Table 9 Sales of Pet Food and Pet Care Products by Sector and Distribution Format: % Analysis 2008
Table 10 Sales of Dog and Cat Food by Distribution Format: % Analysis 2008
Table 11 Forecast Sales of Pet Food and Pet Care Products by Sector: Volume 2008-2013
Table 12 Forecast Sales of Pet Food and Pet Care Products by Sector: Value 2008-2013
Table 13 Forecast Sales of Pet Food and Pet Care Products by Sector: % Volume Growth 2008-2013
Table 14 Forecast Sales of Pet Food and Pet Care Products by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - DENMARK
AROVIT PETFOOD A/S - PET FOOD AND PET CARE PRODUCTS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Arovit Petfood A/S: Key Facts
Summary 3 Arovit Petfood A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Arovit Petfood A/S: Competitive Position 2007
CHRISCO A/S - PET FOOD AND PET CARE PRODUCTS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Chrisco A/S: Key Facts
Summary 6 Chrisco A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Chrisco A/S: Competitive Position 2007
DAMOLIN A/S - PET FOOD AND PET CARE PRODUCTS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Damolin A/S: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Damolin A/S: Competitive Position 2007
JøRGEN KRUUSE A/S - PET FOOD AND PET CARE PRODUCTS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Jørgen Kruuse A/S: Key Facts
Summary 11 Jørgen Kruuse A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Jørgen Kruuse A/S: Competitive Position 2007
DOG FOOD IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 15 Dog Owning Households: % Analysis 2003-2008
Table 16 Dog Population 2003-2008
Table 17 Dog Food Prepared vs Non-prepared Gap: % Analysis 2003-2008
SECTOR DATA
Table 18 Sales of Dog Food by Type: Value 2003-2008
Table 19 Sales of Dog Food by Type: % Value Growth 2003-2008
Table 20 Sales of Premium Dog Food: Value 2003-2008
Table 21 Dog Food Company Shares 2003-2007
Table 22 Dog Food Brand Shares 2004-2007
Table 23 Dog Treats Brand Shares 2004-2007
Table 24 Forecast Sales of Dog Food by Type: Value 2008-2013
Table 25 Forecast Sales of Dog Food by Type: % Value Growth 2008-2013
CAT FOOD IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 26 Cat Owning Households: % Analysis 2003-2008
Table 27 Cat Population 2003-2008
Table 28 Cat Food Prepared vs Non-prepared Gap: % Analysis 2003-2008
SECTOR DATA
Table 29 Sales of Cat Food by Type: Value 2003-2008
Table 30 Sales of Cat Food by Type: % Value Growth 2003-2008
Table 31 Sales of Premium Cat Food: Value 2003-2008
Table 32 Cat Food Company Shares 2003-2007
Table 33 Cat Food Brand Shares 2004-2007
Table 34 Cat Treats Brand Shares 2004-2007
Table 35 Forecast Sales of Cat Food by Type: Value 2008-2013
Table 36 Forecast Sales of Cat Food by Type: % Value Growth 2008-2013
OTHER PET FOOD IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 37 Other Pet Population 2003-2008
SECTOR DATA
Table 38 Sales of Other Pet Food by Type: Volume 2003-2008
Table 39 Sales of Other Pet Food by Type: Value 2003-2008
Table 40 Sales of Other Pet Food by Type: % Volume Growth 2003-2008
Table 41 Sales of Other Pet Food by Type: % Value Growth 2003-2008
Table 42 Bird Food Brand Shares 2004-2007
Table 43 Fish Food Brand Shares 2004-2007
Table 44 Forecast Sales of Other Pet Food by Type: Volume 2008-2013
Table 45 Forecast Sales of Other Pet Food by Type: Value 2008-2013
Table 46 Forecast Sales of Other Pet Food by Type: % Volume Growth 2008-2013
Table 47 Forecast Sales of Other Pet Food by Type: % Value Growth 2008-2013
PET CARE PRODUCTS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 48 Sales of Pet Care Products by Type: Value 2003-2008
Table 49 Sales of Pet Care Products by Type: % Value Growth 2003-2008
Table 50 Forecast Sales of Pet Care Products by Type: Value 2008-2013
Table 51 Forecast Sales of Pet Care Products by Type: % Value Growth 2008-2013