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: 73 | Publication date: Sep 2009
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Executive summary
Cat numbers up and bird numbers down, while others remain stable
Different pet populations and thus pet food sales showed variations in 2008. While cats remain hugely popular in Germany, the number of pet birds is consistently falling. Cats are generally considered more affectionate, while bird ownership tends to be considered the domain of elderly women. The populations of other pets remained fairly stable.
Inconsistent results for pet food market in Germany
Since pet food volume and value sales are directly proportional to the respective pet populations, the consequence for the pet food and pet care products market is that growth rates, if achieved, will be rather low as German consumers are renowned for their price-sensitivity. Cat food, dog food, fish food and small mammal/reptile food all posted small increases in current value terms in 2008, while bird food posted a significant decline.
Pets instead of children
It is noteworthy that in dog food the mid-priced and economy segments performed better than the standard premium and super-premium segments in 2008 in current value terms, while in cat food the economy segment was the best performer. An extremely low birth rate and comparatively high standards of living lead many childless pet owners to treat their cats and dogs as ersatz children. An ever stronger bond of affection results in a rising eagerness to spend more on their substitute-family.
Mars and Nestlé still lead a market with a strong private label presence
The world’s two leading producers of pet food are also the most important players in Germany - Mars and Nestlé. Global leader Nestlé was again topped by Mars in the German market in 2008, although Mars Deutschland GmbH has faced serious problems in recent years. 2008 was the first year of the review period in which the company managed to gain share, albeit only marginal. The introduction of Beneful, one of the most successful start-up brands in pet food, a couple of years ago, remains a key driver behind Nestlé’s progression.
Fressnapf the most successful distributor with over 700 outlets
The growth of pet superstores continued in 2009, thanks in large part to Fressnapf Tiernahrungs GmbH. The number of superstores is increasing, forcing many smaller pet stores out of business as well as some supermarkets to withdraw pet-related products. Fressnapf opened its 700th outlet in 2008 in Germany, with no end to its expansion in sight. Some German producers are beginning to co-operate with superstores and hence develop new distribution channels. For example, Vitakraft, one of Germany’s biggest domestic producers, has started to open shop-in-shop areas in Fressnapf outlets to sell its own branded products.
Table of contents
PET FOOD AND PET CARE PRODUCTS IN GERMANY : MARKET INSIGHT
EXECUTIVE SUMMARY
Cat numbers up and bird numbers down, while others remain stable
Inconsistent results for pet food market in Germany
Pets instead of children
Mars and Nestlé still lead a market with a strong private label presence
Fressnapf the most successful distributor with over 700 outlets
KEY TRENDS AND DEVELOPMENTS
A changing society with fewer children and more pets
Pet food increasingly mirrors human food trends
Health and wellness boom spills over into pet food market
Mars and Nestlé dominate the branded market
Growing Fressnapf creates new shopping experience
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 - 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
Summary 4 H Von Gimborn GmbH: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 5 H Von Gimborn GmbH: Competitive Position 2009
MARS DEUTSCHLAND GMBH - PET FOOD AND PET CARE PRODUCTS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Mars Deutschland GmbH: Key Facts
Summary 7 Mars Deutschland GmbH: Operational Indicators
COMPANY BACKGROUND
Royal Canin a successful separate division
PRODUCTION
Summary 8 Mars Deutschland GmbH: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 9 Mars Deutschland GmbH: Competitive Position 2008
NESTLé PURINA PETCARE DEUTSCHLAND GMBH - PET FOOD AND PET CARE PRODUCTS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Nestlé Purina Petcare Deutschland GmbH: Key Facts
Summary 11 Nestlé Purina Petcare Deutschland GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 12 Nestlé Purina Petcare Deutschland GmbH: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 13 Nestlé Purina Petcare Deutschland GmbH: Competitive Position 2008
TETRA GMBH - PET FOOD AND PET CARE PRODUCTS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Tetra GmbH: Key Facts
Summary 15 Tetra GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 16 Tetra GmbH: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 17 Tetra GmbH: Competitive Position 2008
VITAKRAFT-WERKE WüHRMANN & SOHN - PET FOOD AND PET CARE PRODUCTS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Vitakraft-Werke Wührmann & Sohn: Key Facts
Summary 19 Vitakraft-Werke Wührmann & Sohn: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 20 Vitakraft-Werke Wührmann& Sohn: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 21 Vitakraft-Werke Wührmann & Sohn: Competitive Position 2008
DOG FOOD IN GERMANY
HEADLINES
TRENDS
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 GERMANY
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 GERMANY
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 GERMANY
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