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: 64 | Publication date: Sep 2009
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Executive summary
Norwegians continue to spend more on pets despite global financial crisis
Pet spending is rising in Norway despite the global financial crisis raging elsewhere in the world. Spending continued to increase in 2008 as the effects of the crisis did not begin to impact Norwegian consumers until early 2009. In 2008, Norwegians invested more in all kinds of pets and related products. The Norwegian Kennel Club reported an increase of 9% in the number of new dogs registered on its database, the largest increase in five years. In general, dogs are expensive to train and maintain, therefore growth in registration indicates a willingness to continue to invest in pets. Pets have also gained status as family members. Their owners want to give their pets some of the luxuries they enjoy themselves. Pet store owners see greater sales of premium products including food dishes, food, toys and other exclusive products.
Pet owners shift to premium products
The willingness of pet owners to spend more on quality products is a key driver of retail value sales. Norwegian consumers are increasingly knowledgeable about pet food and pet care products. This trend is reflected in the continuing shift from mid-priced and economy to premium brands in all categories. 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 informative websites provided by suppliers of major brands such as Whiskas in addition to veterinary clinics, pet shops and even supermarkets and discounters. Pet shop staff also proved more proactive in sharing their expertise with pet owners.
Multinational players dominate pet food and care products
Multinational producers have a strong presence in pet food and pet care products in Norway. Procter & Gamble, Nestlé, Mars and Colgate-Palmolive are the GBOs of Norway’s leading brands. The strongest national producer is Felleskjøpet AS, a cooperative for farmers and thus favoured by many consumers living in the countryside. Procter & Gamble brands have a strong presence in the premium dog and cat food segments, which benefited from the general premiumisation trend in the country to steadily increase their shares.
Uncertain future for pet superstores
The concept of pet superstores is still very new in Norway. Until recently, pet stores in Norway were small with a limited selection of relatively dull, but necessary pet food and care products. Pet superstores are changing the concept of shopping for pets, and consumers are curious. The large size of the superstores enables TAM and Maxi Zoo to offer a broad and varied selection of a wide range of products that have traditionally been lacking from independent Norwegian pet stores. However, the small number of superstores has not yet had a substantial impact on the availability of premium products. Two chains, TAM and Maxi Zoo, have established pet superstores with varied results. In 2009, TAM continued to add new products and services, while Maxi Zoo closed at least one outlet.
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. Norway is likely to be less affected by the global economic crisis than other Western European markets, due to its economy to a large extent being based on natural resources, chiefly oil and gas.
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 home-made (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
Norwegians continue to spend more on pets despite global financial crisis
Pet owners shift to premium products
Multinational players dominate pet food and care products
Uncertain future for pet superstores
Bright future for premium products
KEY TRENDS AND DEVELOPMENTS
Higher spending on pets despite global financial crisis
Positive development of retail environment
Shift to premium products
Packaging innovations sell pet food
Multinationals dominate the pet scene
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 Sales of Pet Food and Pet Care Products by Sector and Distribution Format: % Analysis 2009
Table 9 Sales of Dog and Cat Food by Distribution Format: % Analysis 2009
Table 10 Forecast Sales of Pet Food and Pet Care Products by Sector: Volume 2009-2014
Table 11 Forecast Sales of Pet Food and Pet Care Products by Sector: Value 2009-2014
Table 12 Forecast Sales of Pet Food and Pet Care Products by Sector: % Volume Growth 2009-2014
Table 13 Forecast Sales of Pet Food and Pet Care Products by Sector: % Value Growth 2009-2014
APPENDIX
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - NORWAY
KRUUSE NORGE AS - PET FOOD AND PET CARE PRODUCTS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Kruuse Norge AS: Key Facts
Summary 3 Kruuse Norge AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Kruuse Norge AS: Competitive Position 2007
NORSK DYREMAT AS - PET FOOD AND PET CARE PRODUCTS - NORWAY
STRATEGIC DIRECTION
Summary 5 Norsk Dyremat AS: Key Facts
Summary 6 Norsk Dyremat AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Norsk Dyremat AS: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 8 Norsk Dyremat AS: Competitive Position 2008
NORSKE FELLESKJøP - PET FOOD AND PET CARE PRODUCTS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Norske Felleskjøp: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Norske Felleskjøp: Competitive Position 2008
TROPEGRUPPEN AS - PET FOOD AND PET CARE PRODUCTS - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Tropegruppen AS: Key Facts
Summary 12 Tropegruppen AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
DOG FOOD IN NORWAY
HEADLINES
TRENDS
Table 14 NKK Registration Statistics 2008
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 15 Dog Owning Households: % Analysis 2004-2009
Table 16 Dog Population 2004-2009
Table 17 Dog Food Prepared vs Non-prepared Gap: % Analysis 2004-2009
SECTOR DATA
Table 18 Sales of Dog Food by Type: Value 2004-2009
Table 19 Sales of Dog Food by Type: % Value Growth 2004-2009
Table 20 Sales of Premium Dog Food: Value 2004-2009
Table 21 Dog Food Company Shares 2004-2008
Table 22 Dog Food Brand Shares 2005-2008
Table 23 Dog Treats Brand Shares 2005-2008
Table 24 Forecast Sales of Dog Food by Type: Value 2009-2014
Table 25 Forecast Sales of Dog Food by Type: % Value Growth 2009-2014
CAT FOOD IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 26 Cat Owning Households: % Analysis 2004-2009
Table 27 Cat Population 2004-2009
Table 28 Cat Food Prepared vs Non-prepared Gap: % Analysis 2004-2009
SECTOR DATA
Table 29 Sales of Cat Food by Type: Value 2004-2009
Table 30 Sales of Cat Food by Type: % Value Growth 2004-2009
Table 31 Sales of Premium Cat Food: Value 2004-2009
Table 32 Cat Food Company Shares 2004-2008
Table 33 Cat Food Brand Shares 2005-2008
Table 34 Cat Treats Brand Shares 2005-2008
Table 35 Forecast Sales of Cat Food by Type: Value 2009-2014
Table 36 Forecast Sales of Cat Food by Type: % Value Growth 2009-2014
OTHER PET FOOD IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 37 Other Pet Population 2004-2009
SECTOR DATA
Table 38 Sales of Other Pet Food by Type: Volume 2004-2009
Table 39 Sales of Other Pet Food by Type: Value 2004-2009
Table 40 Sales of Other Pet Food by Type: % Volume Growth 2004-2009
Table 41 Sales of Other Pet Food by Type: % Value Growth 2004-2009
Table 42 Bird Food Brand Shares 2005-2008
Table 43 Fish Food Brand Shares 2005-2008
Table 44 Forecast Sales of Other Pet Food by Type: Volume 2009-2014
Table 45 Forecast Sales of Other Pet Food by Type: Value 2009-2014
Table 46 Forecast Sales of Other Pet Food by Type: % Volume Growth 2009-2014
Table 47 Forecast Sales of Other Pet Food by Type: % Value Growth 2009-2014
PET CARE PRODUCTS IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 48 Sales of Pet Care Products by Type: Value 2004-2009
Table 49 Sales of Pet Care Products by Type: % Value Growth 2004-2009
Table 50 Sales of Healthcare Products by Type: % Value Breakdown 2004-2009
Table 51 Forecast Sales of Pet Care Products by Type: Value 2009-2014
Table 52 Forecast Sales of Pet Care Products by Type: % Value Growth 2009-2014