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: 64 | Publication date: Aug 2009
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Executive summary
Decelerating growth
The economic recession started to take hold in Finland in 2008, despite this the overall performance of pet food and pet care products was still positive and the worsening economic situation did not overly affect sales. Pet food and pet care products grew in 2008 with many categories performing well particularly cat treats and mixers and dog treats and mixers.
Economy and premium prosper at the expense of mid-priced
Two distinctive trends were seen in pet food and pet care products in Finland in 2008. Due to the economic downturn, consumers switched from mid-priced to economy and private label goods as pet owners searched for prices that were more competitive. Paradoxically, premium pet food distributed through pet stores increased its sales across the board as Finns with disposable income and a willingness to invest in their pets switched from mid-priced to premium.
Multinational companies dominate
The market leaders in Finnish pet food and pet care products were local subsidiaries of large multinational companies. These large companies had a wide product offering. Mars Inc’s subsidiary, Mars Finland Oy, and Nestlé Purina PetCare Finland Oy led in dog and cat food. The EU ban on importing foodstuffs with genetically modified ingredients negatively affected Multinational pet food manufacturers.
Domestic company Best Friend Group Oy led in other pet food and pet care products and was an exception to the rule. Other local companies can convincingly compete with multinationals for leading positions in different categories. Private label brands have managed to gain a foothold and their sales grew in almost every category of pet food due to the economic crisis.
Groceries still the main distribution channel
Grocery retailers, mainly super/hypermarkets held the biggest share in pet food and pet care distribution. Wet cat and dog food, in particular, was sold trough groceries as Finns perceived wet pet food to be a daily consumer good. In dry pet food and pet care, pet stores and veterinary clinics constituted a far bigger share than in wet food. Dry food was sold in large packages and consumers were willing to invest more money in these products as they were considered vital to the pet’s welfare. Internet retailing grew in importance with approximately five big retailers specializing in on-line shopping. Furthermore, dozens of small internet sites offered pet food and pet care products, with pet care being the best seller.
Difficult times ahead, but no dramatic reduction in sales
2009 and 2010 will be difficult years for the Finnish economy with sales projected to fall as consumers cut back on non-essential purchases. However, as the Finnish pet population is expected to increase, it is unrealistic to expect volume sales to drop dramatically despite the economic downturn. The double split trend will continue with economy and premium growing at the expense of mid-priced. This scenario is the most probable, especially in dry pet food, as consumers buy either economy food in groceries or premium brands sold trough pet specialists.
Table of contents
PET FOOD AND PET CARE PRODUCTS IN FINLAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Decelerating growth
Economy and premium prosper at the expense of mid-priced
Multinational companies dominate
Groceries still the main distribution channel
Difficult times ahead, but no dramatic reduction in sales
KEY TRENDS AND DEVELOPMENTS
Recession Strikes Finland
Mid-priced products pressed between economy and premium
Internet Retailing Accelerating
Grocery Retailers and Pet Shops Locked in Competition for Consumers
Private Label Challenges Multinational Companies
MARKET INDICATORS
Table 1 Pet Populations 2004-2009
MARKET DATA
Table 2 Sales of Pet Food and Pet Care Products by Sector: Volume 2004-2009
Table 3 Sales of Pet Food and Pet Care Products by Sector: Value 2004-2009
Table 4 Sales of Pet Food and Pet Care Products by Sector: % Volume Growth 2004-2009
Table 5 Sales of Pet Food and Pet Care Products by Sector: % Value Growth 2004-2009
Table 6 Dog and Cat Food Company Shares 2004-2008
Table 7 Dog and Cat Food Brand Shares 2005-2008
Table 8 Penetration of Private Label by Sector 2003-2008
Table 9 Sales of Pet Food and Pet Care Products by Sector and Distribution Format: % Analysis 2009
Table 10 Sales of Dog and Cat Food by Distribution Format: % Analysis 2009
Table 11 Forecast Sales of Pet Food and Pet Care Products by Sector: Volume 2009-2014
Table 12 Forecast Sales of Pet Food and Pet Care Products by Sector: Value 2009-2014
Table 13 Forecast Sales of Pet Food and Pet Care Products by Sector: % Volume Growth 2009-2014
Table 14 Forecast Sales of Pet Food and Pet Care Products by Sector: % Value Growth 2009-2014
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - FINLAND
BERNER OY - PET FOOD AND PET CARE PRODUCTS - FINLAND
STRATEGIC DIRECTION
Key Facts
Summary 2 Berner Oy: Key Facts
Summary 3 Berner Oy: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 4 Berner Oy: Competitive Position 2008
FED PET OY - PET FOOD AND PET CARE PRODUCTS - FINLAND
STRATEGIC DIRECTION
Key Facts
Summary 5 Fed Pet Oy: Key Facts
Summary 6 Fed Pet Oy: Operational Indicators
Company Background
Production
Competitive Positioning
Table 15 Summary3 Fed Pet Oy: Competitive Position 2008
INEX PARTNERS OY - PET FOOD AND PET CARE PRODUCTS - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Inex Partners Oy: Key Facts
Summary 8 Inex Partners Oy: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 9 Inex Partners Oy: Competitive Position 2008
MUSTI JA MIRRI OY - PET FOOD AND PET CARE PRODUCTS - FINLAND
STRATEGIC DIRECTION
Key Facts
Summary 10 Musti ja Mirri Oy: Key Facts
Summary 11 Musti ja Mirri Oy: Operational Indicators
Company Background
Production
Competitive Positioning
DOG FOOD IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 16 Dog Owning Households: % Analysis 2004-2009
Table 17 Dog Population 2004-2009
Table 18 Dog Food Prepared vs Non-prepared Gap: % Analysis 2004-2009
Table 19 Sales of Dog Food by Type: Value 2004-2009
Table 20 Sales of Dog Food by Type: % Value Growth 2004-2009
Table 21 Sales of Premium Dog Food: Value 2004-2009
Table 22 Dog Food Company Shares 2004-2008
Table 23 Dog Food Brand Shares 2005-2008
Table 24 Dog Treats Brand Shares 2005-2008
Table 25 Forecast Sales of Dog Food by Type: Value 2009-2014
Table 26 Forecast Sales of Dog Food by Type: % Value Growth 2009-2014
CAT FOOD IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Cat Owning Households: % Analysis 2004-2009
Table 28 Cat Population 2004-2009
Table 29 Cat Food Prepared vs Non-prepared Gap: % Analysis 2004-2009
SECTOR DATA
Table 30 Sales of Cat Food by Type: Value 2004-2009
Table 31 Sales of Cat Food by Type: % Value Growth 2004-2009
Table 32 Sales of Premium Cat Food: Value 2004-2009
Table 33 Cat Food Company Shares 2004-2008
Table 34 Cat Food Brand Shares 2005-2008
Table 35 Cat Treats Brand Shares 2005-2008
Table 36 Forecast Sales of Cat Food by Type: Value 2009-2014
Table 37 Forecast Sales of Cat Food by Type: % Value Growth 2009-2014
OTHER PET FOOD IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 38 Other Pet Population 2004-2009
SECTOR DATA
Table 39 Sales of Other Pet Food by Type: Volume 2004-2009
Table 40 Sales of Other Pet Food by Type: Value 2004-2009
Table 41 Sales of Other Pet Food by Type: % Volume Growth 2004-2009
Table 42 Sales of Other Pet Food by Type: % Value Growth 2004-2009
Table 43 Bird Food Brand Shares 2005-2008
Table 44 Fish Food Brand Shares 2005-2008
Table 45 Forecast Sales of Other Pet Food by Type: Volume 2009-2014
Table 46 Forecast Sales of Other Pet Food by Type: Value 2009-2014
Table 47 Forecast Sales of Other Pet Food by Type: % Volume Growth 2009-2014
Table 48 Forecast Sales of Other Pet Food by Type: % Value Growth 2009-2014
PET CARE PRODUCTS IN FINLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 49 Sales of Pet Care Products by Type: Value 2004-2009
Table 50 Sales of Pet Care Products by Type: % Value Growth 2004-2009
Table 51 Sales of Healthcare Products by Type: % Value Breakdown 2004-2009
Table 52 Forecast Sales of Pet Care Products by Type: Value 2009-2014
Table 53 Forecast Sales of Pet Care Products by Type: % Value Growth 2009-2014