Pet Food And Pet Care Products in Finland
Euromonitor International's Pet Food And Pet Care Products in Finland 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: Sep 2008
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
A growing market
The market for pet food and pet care products enjoyed healthy growth during 2007. However, due to its maturity, value growth was lower than the CAGR seen over the review period. Dog food remained the biggest and most dynamic sector both in value and volume terms. Market growth was mainly due to consumers’ mounting interest in buying convenient and nutritious industrial pet food.
Demand for super premium and premium continues to increase
Finns are increasingly interested in the health of their pets. Growing disposable incomes enable consumers to spend more money on animals. In dog and cat food the sales and shares of super premium and premium products are growing fast and the range of products is widening. Pets are increasingly being seen as family members.
Multinational companies continue to lead
The market leaders in Finnish pet food and pet care products are local subsidiaries of large multinational companies. Mars Inc’s subsidiary Mars Finland Oy (formerly Masterfoods Oy) and Nestlé Purina PetCare Finland Oy lead in dog and cat food. Vital Petfood Group subsidiary VPG Finland Oy leads in other pet food and pet care products. Few local companies can convincingly compete with multinationals for leading positions in different categories.
Grocery retailers and pet shops compete hard for consumers
Finns mostly purchase pet food in grocery stores where the importance of private label products is on the increase in the economy price segment. The availability of shelf space limits the range of products on offer in smaller groceries. More demanding consumers prefer shopping for super premium and premium pet food in specialised pet shops. The great majority of Finnish grocery sales are in the hands of a few retailers, such as the S Group, Kesko and Tradeka. To be able to compete with them, pet shops whose share of all distribution is just short of 30% are also forming chains with centralised purchases and marketing. For example, the market leader Musti ja Mirri has both its own shops and an increasing number of franchised outlets.
Slowing economic growth risk to growth expectations
There is some uncertainty as to how the market will develop over the forecast period. The market itself is expected to grow, yet the exact growth rates will largely depend on the general economic situation. During the Finnish recession in the early 1990s, the popularity of pets soared as they were valued companions at a time of crisis. Slowing economic growth might now cause movement from super premium to premium products. The interest in non-essential pet care products could especially decrease. If the country manages to avoid a significantly slowing economic growth, prospects for high growth in the pet products sector remain positive.
Table of contents
PET FOOD AND PET CARE PRODUCTS IN FINLAND : MARKET INSIGHT
EXECUTIVE SUMMARY
A growing market
Demand for super premium and premium continues to increase
Multinational companies continue to lead
Grocery retailers and pet shops compete hard for consumers
Slowing economic growth risk to growth expectations
KEY TRENDS AND DEVELOPMENTS
Economy still growing but consumer confidence waning
Urbanisation affecting Finnish pet population
Mid-priced products losing to other price bands
Internet sales not taking off
Grocery retailers and pet shops compete hard for consumers
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
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - FINLAND
BIOFARM OY - PET FOOD AND PET CARE PRODUCTS - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Biofarm Oy: Key Facts
Summary 3 Biofarm Oy: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Biofarm Oy: Competitive Position 2007
ELäINRUOKATEHDAS LEMMIKKI OY - PET FOOD AND PET CARE PRODUCTS - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Eläinruokatehdas Lemmikki Oy: Key Facts
Summary 6 Eläinruokatehdas Lemmikki Oy: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
FED PET OY - PET FOOD AND PET CARE PRODUCTS - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Fed Pet Oy: Key Facts
Summary 8 Fed Pet Oy: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Fed Pet Oy: Competitive Position 2007
INEX PARTNERS OY - PET FOOD AND PET CARE PRODUCTS - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Inex Partners: Key Facts
Summary 11 Inex Partners Oy: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Inex Partners Oy: Competitive Position 2007
DOG FOOD IN FINLAND
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 FINLAND
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 FINLAND
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 FINLAND
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