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: 64 | Publication date: Oct 2008
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 Sees Mixed Results in Germany
While cat food, fish food, food for small mammals/reptiles and pet care products achieved increasing retail value sales in Germany in 2007, dog food and bird food continued to post a negative performance. Overall, this is in line with the trend of recent years. Pet food volume and value are quite closely linked to the size of and changes in the populations of certain pets, and while the number of cats, fish and small mammals/reptiles in Germany has been growing for a number of years, dogs and birds have been declining in the meantime.
For an Increasing Number of People, Pets Are Becoming Ersatz Children
In terms of price platform, standard premium and especially super-premium products continue to do comparatively well across dog and cat food, both for wet and dry varieties. An important reason for this is the fact that for many pet owners their animals are becoming more and more important to them. With the lowest birth rates ever experienced in Germany, for many childless couples as well as singles, pets have become substitutes for children, and are consequently treated with great affection, which includes, among other aspects, the purchase of high-quality food and care products.
Mars and Nestlé Continue to Lead a Market With Strong Private Label
As in previous years, Mars Deutschland GmbH, the German subsidiary of Mars Inc, remained the undisputed market leader in 2007, followed by another multinational's subsidiary, Nestlé Purina Petcare Deutschland GmbH. However, another trend in company and brand shares continues, too, which is that Mars continues to lose share, whereas Nestlé is able to gain share, thereby slightly reducing the still large gap between the two companies. Furthermore, due to the recent decline of Mars, private label, which is very strong in pet food and pet care in Germany, now has a larger share, even in value terms, than branded leader Mars.
Fressnapf Superstores Continue to Be Most Successful Distribution Channel
The pet superstores distribution channel, and particularly channel leader Fressnapf Tiernahrungs GmbH, continues to grow considerably, mainly at the expense of smaller pet stores, but also at the expense of supermarkets/hypermarkets. The growth of Fressnapf has come both from within Germany and abroad, and has been achieved through the opening of new stores as well as through organic growth, which has declined recently, however. The newest trend at Fressnapf is so-called superstores with an increased store size, offering consumers a special shopping experience.
Varying Outlook for Pet Food and Pet Care Products in Germany
Depending on the trend of certain pet populations in Germany, category value and volume sales will see a more positive (cats, fish, small mammals/reptiles) or a more negative (dogs, birds) performance over the forecast period. If achieved, growth rates, however, will be rather low, since apart from the trend towards premium products, Germany is also notorious for very price-sensitive consumers, which means that economy-priced products will continue to do extremely well, too, therefore limiting the extent of overall value growth.
Table of contents
PET FOOD AND PET CARE PRODUCTS IN GERMANY : MARKET INSIGHT
EXECUTIVE SUMMARY
Pet Food and Pet Care Products Sees Mixed Results in Germany
For an Increasing Number of People, Pets Are Becoming Ersatz Children
Mars and Nestlé Continue to Lead a Market With Strong Private Label
Fressnapf Superstores Continue to Be Most Successful Distribution Channel
Varying Outlook for Pet Food and Pet Care Products in Germany
KEY TRENDS AND DEVELOPMENTS
With Lifestyle Changes, Pets Are Increasingly Seen as Substitutes for Children
Human Food Trends Increasingly Reflected in Pet Food
Health and Wellness-related Products Thrive in Germany
Continued Extensive Segmentation of Pet Food
Fressnapf Continues to Grow and Introduces a New Shopping Experience
Pet Services See Enormous Growth Potential in Germany
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 - 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 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 H Von Gimborn GmbH: Competitive Position 2007
MARS DEUTSCHLAND GMBH - PET FOOD AND PET CARE PRODUCTS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Mars Deutschland GmbH: Key Facts
Summary 6 Mars Deutschland GmbH: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Mars Deutschland GmbH: Competitive Position 2007
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 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Nestlé Purina Petcare Deutschland GmbH: Competitive Position 2007
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 2004-2006
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 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Vitakraft-Werke Wührmann & Sohn: Competitive Position 2007
DOG FOOD IN GERMANY
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 GERMANY
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 GERMANY
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 Forecast Sales of Other Pet Food by Type: Volume 2008-2013
Table 43 Forecast Sales of Other Pet Food by Type: Value 2008-2013
Table 44 Forecast Sales of Other Pet Food by Type: % Volume Growth 2008-2013
Table 45 Forecast Sales of Other Pet Food by Type: % Value Growth 2008-2013
PET CARE PRODUCTS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 46 Sales of Pet Care Products by Type: Value 2003-2008
Table 47 Sales of Pet Care Products by Type: % Value Growth 2003-2008
Table 48 Forecast Sales of Pet Care Products by Type: Value 2008-2013
Table 49 Forecast Sales of Pet Care Products by Type: % Value Growth 2008-2013