Pet Food And Pet Care Products in Norway
Euromonitor International's Pet Food And Pet Care Products in Norway 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: 68 | 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
New direction for pet food and pet care products
Norwegian consumers are increasingly knowledgeable about pet food and pet care products. This trend is reflected in the faster retail value growth recorded by premium dog and cat food, compared to mid-priced and economy brands in 2008. Pet owners also took a more proactive approach, seeking to increase their knowledge about caring for and feeding their pets. Moreover, information was more readily available through veterinary clinics, pet shops and even supermarkets and discounters. The willingness of pet owners to spend more for quality products is a key driver of retail value sales. Pet shop staff also proved more proactive in sharing their expertise with pet owners.
Pets become more popular as disposable income rises
With healthy GDP growth predicted for the forecast period, the economic outlook is good. Most Norwegian consumers are expected to enjoy higher disposable income and more households will have the means to purchase and maintain a pet. Dog and cat population is expected to continue to grow. Other variables also support the anticipated increase in the number of dog- or cat-owning households. During the forecast period, the number of single- and two-person households is expected to increase. This may reflect the preference of young adults to wait to have children until after their career is established. Meanwhile, many young adults keep a cat or dog until they are ready to start a family.
Multinationals dominate pet food and pet care products
Multinational producers have a strong presence in pet food and pet care products in Norway. The leading player is Procter & Gamble Norge AS, followed by Masterfoods Norway AS (renamed Mars Norge AS in May 2007) and Nestlé Norge AS. The strongest national producer is Felleskjøpet AS, a cooperative for farmers and thus favoured by many consumers living in the countryside. Procter & Gamble, which has a strong presence in premium dog and cat food segments, benefited from the general premiumisation trend in the country to steadily increase its shares.
Pet shops consolidate to grow stronger
Pet shop retailing has traditionally been fragmented, consisting of small, independent shops offering limited product selection. During the review period pet shops have undergone a transition as independent shops joined forces to form retail chains. This restructuring has resulted in substantial changes in the competitive environment and in the retail concept of pet shops. Pet shops no longer compete one-on-one on a local or regional basis instead they compete with other chains or distribution outlets. The centralised purchasing organisation of chains provides access to higher quality product assortments at more competitive prices than was possible when such stores operated independently.
Bright future for premium products
The industry is expected to grow over the forecast period, as the trends witnessed in 2008 strengthen. For example, pet owners taking greater care of their pets will increase retail value sales of pet care products. Meanwhile dog and cat food will continue to experience stronger retail value sales in premium segments, as pet owners seek to offer their pets a balanced diet. In addition, an increasing number of pet owners will switch from homemade (non-prepared) to industrially prepared food, which will have a positive effect on retail value sales. Moreover, pet owners will continue to take a more proactive approach to the role of pet owner and the dissemination of pet care knowledge will continue to benefit the industry.
Table of contents
PET FOOD AND PET CARE PRODUCTS IN NORWAY : MARKET INSIGHT
EXECUTIVE SUMMARY
New direction for pet food and pet care products
Pets become more popular as disposable income rises
Multinationals dominate pet food and pet care products
Pet shops consolidate to grow stronger
Bright future for premium products
KEY TRENDS AND DEVELOPMENTS
Pet superstores appears on the retail landscape
Health and wellness penetrates dog and cat food
Pet shops grow stronger by forming chains
Focus on functional food
Higher disposable income is set to increase the household penetration of pets
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 - NORWAY
FELLESKJøPET AS - PET FOOD AND PET CARE PRODUCTS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Felleskjøpet AS : Key Facts
Summary 3 Felleskjøpet AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Felleskjøpet AS: Competitive Position 2007
KRUUSE NORGE AS - PET FOOD AND PET CARE PRODUCTS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Kruuse Norge AS: Key Facts
Summary 6 Kruuse Norge AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Kruuse Norge AS: Competitive Position 2007
MARS NORGE AS - PET FOOD AND PET CARE PRODUCTS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Mars Norge AS: Key Facts
Summary 9 Mars Norge AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Mars Norge AS: Competitive Position 2007
NORSK DYREMAT AS - PET FOOD AND PET CARE PRODUCTS - NORWAY
STRATEGIC DIRECTION
Summary 11 Norsk Dyremat AS: Key Facts
Summary 12 Norsk Dyremat AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 13 Norsk Dyremat AS: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 14 Norsk Dyremat AS: Competitive Position 2007
VITAL PETFOOD GROUP A/S - PET FOOD AND PET CARE PRODUCTS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Vital Petfood Group A/S: Key Facts
Summary 16 Vital Petfood Group A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 Vital Petfood Group A/S: Competitive Position 2007
DOG FOOD IN NORWAY
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 NORWAY
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 NORWAY
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 NORWAY
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