Pet Food And Pet Care Products in Germany
Euromonitor International's Pet Food And Pet Care Products in Germany 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: 62 | Publication date: Dec 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
Pet food and pet care products achieves continued positive value growth in 2007
After witnessing negative retail value growth in 2003 and 2004, pet food and pet care products saw a return to positive value growth in 2005 and this positive development continued in 2007. The main driver behind this turnaround in retail value growth was cat food, which benefited from increased value and volume sales in the latter part of the review period due to the increasing number of cats in Germany.
Pets become increasingly important to different people
Standard premium and super premium products, both wet and dry varieties, continued to perform especially well in dog and cat food in 2007. One important reason is the fact that for many pet owners their animals have become very important to them. This is because owing to the low birth rate in Germany pets have become substitutes for children among many couples as well as single people and thus these pets are treated with great affection, which includes, among other aspects, the purchase of high-quality products for their needs.
Masterfoods GmbH leads and private label also remains strong
Masterfoods GmbH, a German subsidiary of Mars Inc, remained the undisputed leading player in pet food and pet care products in 2006, followed by Nestlé Purina Petcare Deutschland GmbH. However, Masterfoods continued to lose value share while Nestlé was able to gain a slight increase in value share, therefore slightly reducing the large gap in value share between both companies. Furthermore, due to the continued decrease in value share of Masterfoods, private label, which is very strong in pet food and pet care products in Germany, witnessed its value share increase further, so that it remained higher than that of Masterfoods in 2006.
Fressnapf superstore outlets continue to grow in Germany as well as abroad
The value share of pet superstores increased further in 2007, mainly at the expense of small pet shop outlets, as this channel of distribution continued to increase in strength owing to the continued increase in popularity of leading pet superstores player Fressnapf Tiernahrungs GmbH. Fressnapf has achieved growth both within Germany and abroad through the opening of new outlets as well as the organic growth of existing outlets. The newest trend for Fressnapf outlets in 2007 was superstore outlets with increased retail space, offering consumers a special shopping experience.
Thriving pet population leads to positive outlook for pet food and pet care products
Following stable growth in the pet population over the latter part of the review period combined with a positive economic outlook, pet food and pet care products is expected to continue its positive development in terms of volume and value sales over the forecast period. Growth however is expected to be rather low, despite the popularity of premium products, as many consumers in Germany are also highly price sensitive, which means that economy products are expected to continue to perform extremely well, therefore limiting the extent of constant value growth.
Table of contents
PET FOOD AND PET CARE PRODUCTS IN GERMANY : MARKET INSIGHT
EXECUTIVE SUMMARY
Pet food and pet care products achieves continued positive value growth in 2007
Pets become increasingly important to different people
Masterfoods GmbH leads and private label also remains strong
Fressnapf superstore outlets continue to grow in Germany as well as abroad
Thriving pet population leads to positive outlook for pet food and pet care products
KEY TRENDS AND DEVELOPMENTS
Pets increasingly seen as substitutes for children
Humanisation of pets grows stronger
Health and wellness related products thrive
Fressnapf outlets continue to increase and offer new shopping experience
Pet services possess strong growth potential
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 - GERMANY
H VON GIMBORN GMBH - PET FOOD AND PET CARE PRODUCTS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 H Von Gimborn GmbH: Key Facts
Summary 3 H Von Gimborn GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 H Von Gimborn GmbH: Competitive Position 2006
MASTERFOODS GMBH - PET FOOD AND PET CARE PRODUCTS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Masterfoods GmbH: Key Facts
Summary 6 Masterfoods GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Masterfoods GmbH: Competitive Position 2006
NESTLé PURINA PETCARE DEUTSCHLAND GMBH - PET FOOD AND PET CARE PRODUCTS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Nestlé Purina Petcare Deutschland GmbH: Key Facts
Summary 9 Nestlé Purina Petcare Deutschland GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Nestlé Purina Petcare Deutschland GmbH: Competitive Position 2006
TETRA GMBH - PET FOOD AND PET CARE PRODUCTS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Tetra GmbH: Key Facts
Summary 12 Tetra GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
VITAKRAFT-WERKE WüHRMANN & SOHN - PET FOOD AND PET CARE PRODUCTS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Vitakraft-Werke Wührmann & Sohn: Key Facts
Summary 14 Vitakraft-Werke Wührmann & Sohn: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Vitakraft-Werke Wührmann & Sohn: Competitive Position 2006
DOG FOOD IN GERMANY
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 GERMANY
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 GERMANY
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 Forecast Retail Sales of Other Pet Food by Type: Volume 2007-2012
Table 41 Forecast Retail Sales of Other Pet Food by Type: Value 2007-2012
Table 42 Forecast Retail Sales of Other Pet Food by Type: % Volume Growth 2007-2012
Table 43 Forecast Retail Sales of Other Pet Food by Type: % Value Growth 2007-2012
PET CARE PRODUCTS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Retail Sales of Pet Care Products by Type: Value 2002-2007
Table 45 Retail Sales of Pet Care Products by Type: % Value Growth 2002-2007
Table 46 Forecast Retail Sales of Pet Care Products by Type: Value 2007-2012
Table 47 Forecast Retail Sales of Pet Care Products by Type: % Value Growth 2007-2012