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: 60 | Publication date: Aug 2007
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
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.
Table of contents
PET FOOD AND PET CARE PRODUCTS IN DENMARK : MARKET INSIGHT
EXECUTIVE SUMMARY
Value sales increase higher than inflation rate
Cat food sales most dynamic
Private label shares increase significantly
Specialist traders record increasing sales
Value growth forecast
KEY TRENDS AND DEVELOPMENTS
Strong Danish economy
Specialist traders record increasing sales
Private label sales increase significantly
The large dog is in decline
Increasing business costs anticipated for forecast period
MARKET INDICATORS
Table 1 Pet Populations 2002-2007
MARKET DATA
Table 2 Retail Sales of Pet Food and Pet Care Products by Sector: Volume 2002-2007
Table 3 Retail Sales of Pet Food and Pet Care Products by Sector: Value 2002-2007
Table 4 Retail Sales of Pet Food and Pet Care Products by Sector: %Volume Growth 2002-2007
Table 5 Retail Sales of Pet Food and Pet Care Products by Sector: %Value Growth 2002-2007
Table 6 Dog and Cat Food Company Shares 2002-2006
Table 7 Dog and Cat Food Brand Shares 2003-2006
Table 8 Penetration of Private Label by Sector 2002-2006
Table 9 Retail Sales of Pet Food and Pet Care Products by Sector and Distribution Format: % Analysis 2007
Table 10 Retail Sales of Dog and Cat Food by Distribution Format: % Analysis 2007
Table 11 Forecast Retail Sales of Pet Food and Pet Care Products by Sector: Value 2007-2012
Table 12 Forecast Retail Sales of Pet Food and Pet Care Products by Sector: % Value Growth 2007-2012
DEFINITIONS
Sources
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
CHRISCO A/S - PET FOOD AND PET CARE PRODUCTS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Chrisco A/S: Key Facts
Summary 5 Chrisco A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Chrisco A/S: Competitive Position 2006
DAMOLIN A/S - PET FOOD AND PET CARE PRODUCTS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Damolin A/S: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Damolin A/S: Competitive Position 2006
JøRGEN KRUUSE A/S - PET FOOD AND PET CARE PRODUCTS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Jørgen Kruuse A/S: Key Facts
Summary 10 Jørgen Kruuse A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Jørgen Kruuse A/S: Competitive Position 2006
DOG FOOD IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 13 Dog Owning Households: % Analysis 2002/2007
Table 14 Dog Population 2002-2007
Table 15 Dog Food Prepared vs Non-prepared Gap: % Analysis 2002-2007
SECTOR DATA
Table 16 Retail Sales of Dog Food by Type: Value 2002-2007
Table 17 Retail Sales of Dog Food by Type: % Value Growth 2002-2007
Table 18 Retail Sales of Premium Dog Food: Value 2002-2007
Table 19 Dog Food Company Shares 2002-2006
Table 20 Dog Food Brand Shares 2003-2006
Table 21 Dog Treats Brand Shares 2003-2006
Table 22 Forecast Retail Sales of Dog Food by Type: Value 2007-2012
Table 23 Forecast Retail Sales of Dog Food by Type: % Value Growth 2007-2012
CAT FOOD IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 24 Cat Owning Households: % Analysis 2002/2007
Table 25 Cat Population 2002-2007
Table 26 Cat Food Prepared vs Non-prepared Gap: % Analysis 2002-2007
SECTOR DATA
Table 27 Retail Sales of Cat Food by Type: Value 2002-2007
Table 28 Retail Sales of Cat Food by Type: % Value Growth 2002-2007
Table 29 Retail Sales of Premium Cat Food: Value 2002-2007
Table 30 Cat Food Company Shares 2002-2006
Table 31 Cat Food Brand Shares 2003-2006
Table 32 Cat Treats Brand Shares 2003-2006
Table 33 Forecast Retail Sales of Cat Food by Type: Value 2007-2012
Table 34 Forecast Retail Sales of Cat Food by Type: % Value Growth 2007-2012
OTHER PET FOOD IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 35 Other Pet Population 2002-2007
SECTOR DATA
Table 36 Retail Sales of Other Pet Food by Type: Volume 2002-2007
Table 37 Retail Sales of Other Pet Food by Type: Value 2002-2007
Table 38 Retail Sales of Other Pet Food by Type: % Volume Growth 2002-2007
Table 39 Retail Sales of Other Pet Food by Type: % Value Growth 2002-2007
Table 40 Bird Food Brand Shares 2003-2006
Table 41 Fish Food Brand Shares 2003-2006
Table 42 Forecast Retail Sales of Other Pet Food by Type: Volume 2007-2012
Table 43 Forecast Retail Sales of Other Pet Food by Type: Value 2007-2012
Table 44 Forecast Retail Sales of Other Pet Food by Type: % Volume Growth 2007-2012
Table 45 Forecast Retail Sales of Other Pet Food by Type: % Value Growth 2007-2012
PET CARE PRODUCTS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 46 Retail Sales of Pet Care Products by Type: Value 2002-2007
Table 47 Retail Sales of Pet Care Products by Type: % Value Growth 2002-2007
Table 48 Forecast Retail Sales of Pet Care Products by Type: Value 2007-2012
Table 49 Forecast Retail Sales of Pet Care Products by Type: % Value Growth 2007-2012