- Premiumisation trends are affecting all pet care areas, especially dog food. Due to their behavioural habits, dogs are perceived to be more human like than any other pet and are thus more likely to be treated as a member of the family. This results in more money being spent on premium level foods, which continue to be tailored towards specific breeds and ages. In addition, an increasing number of products are addressing various ailments and more variations on these are likely to be seen on the market in the latter half of 2014. The general trend towards premiumisation means that pressure is being placed on economy and mid-priced brands which are traditionally sold in grocery retailers. Manufacturers of economy dog food are responding through the rebranding of private label products while mid-priced manufacturers are putting more of an emphasis on health and wellness in their products. This is a continuation of already established trends in dog food.
- 2013 saw the entrance of Orijen dog foods from Canada into Norway. This brand is being distributed by Morene Produkter and, with a wealth of market knowledge and success in North America, has the potential to upset the status quo at the premium end of the market where brands like Iams, Eukanuba and Royal Canin continue to dominate. This impact is not likely to be immediate, however, and more continuity is expected in the short-term in premium dog food. Nonetheless, premium brands will remain the most vulnerable, with the threat of new brands being imported always present. In the lower end of the market, despite changes in the name and appearance of some of the major private label ranges, the same players are likely to dominate within their own supermarket chains. This means that brands like Coop X-tra from Coop, Grreat from ICA and Bestevenn from Rema 1000 will maintain their market domination. Pedigree from Mars Norge AS continues to be the most important brand in the mid-priced category, as well as being a real presence within premium grocery retailers.
- The premiumisation trend is set to continue to be the most important factor influencing growth and the general direction of dog food in Norway, with higher end products set to continue to perform well during the forecast period. While dog owners increasingly seek out products offering more than just nutrition for their dogs, value sales are expected to increase at a constant 2014 price value CAGR of 3% over the forecast period while volume sales are set to lag behind at a CAGR of just 1% during the same period. This trend is likely to be seen in all dog food areas in Norway as manufacturers adjust to the needs of Norwegian pet owners.
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Discover the latest market trends and uncover sources of future market growth for the Dog Food industry in Norway with research from Euromonitor's team of in-country analysts.
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The Dog Food in Norway market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Dog Food in Norway?
- What are the major brands in Norway?
- How fast are consumers trading up to prepared dog food?
- How have pet specialists fared in recent years?
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This industry report originates from Passport, our Pet Care market research database.
Table of Contents
Dog Food in Norway - Category Analysis
- Table 1 Dog Owning Households: % Analysis 2009-2014
- Table 2 Dog Population 2009-2014
- Table 3 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2009-2014
- Summary 1 Dog Food by Price Band 2014
- Table 4 Sales of Dog Food by Category: Volume 2009-2014
- Table 5 Sales of Dog Food by Category: Value 2009-2014
- Table 6 Sales of Dog Food by Category: % Volume Growth 2009-2014
- Table 7 Sales of Dog Food by Category: % Value Growth 2009-2014
- Table 8 Sales of Premium Dog Food by Category: Value 2009-2014
- Table 9 NBO Company Shares of Dog Food: % Value 2009-2013
- Table 10 LBN Brand Shares of Dog Food: % Value 2010-2013
- Table 11 LBN Brand Shares of Dog Treats: % Value 2010-2013
- Table 12 Forecast Sales of Dog Food by Category: Volume 2014-2019
- Table 13 Forecast Sales of Dog Food by Category: Value 2014-2019
- Table 14 Forecast Sales of Dog Food by Category: % Volume Growth 2014-2019
- Table 15 Forecast Sales of Dog Food by Category: % Value Growth 2014-2019
Dog Food in Norway - Company Profiles
Premium Pet Products Norge AS in Pet Care (Norway)
- Summary 2 Premium Pet Products Norge AS: Key Facts
- Summary 3 Premium Pet Products Norge AS: Operational Indicators
- Summary 4 Premium Pet Products Norge AS: Competitive Position 2013
Royal Canin Norge AS in Pet Care (Norway)
- Summary 5 Royal Canin Norge AS: Key Facts
- Summary 6 Royal Canin Norge AS: Operational Indicators
- Summary 7 Royal Canin Norge AS: Competitive Position 2013
Pet Care in Norway - Industry Context
Pet care continues to record steady growth
Pet humanisation trends key
Felleskjøpet continues to increase sales share
Greater competition continues to put pressure on traditional retailers
Slight dip in growth expected, despite continued strong performance
KEY TRENDS AND DEVELOPMENTS
Pets increasingly seen as members of the family
Strength of Norwegian economy aids premiumisation trends
Changes in distribution channels shake market
- Table 16 Pet Populations 2009-2014
- Table 17 Sales of Pet Food by Category: Volume 2009-2014
- Table 18 Sales of Pet Care by Category: Value 2009-2014
- Table 19 Sales of Pet Food by Category: % Volume Growth 2009-2014
- Table 20 Sales of Pet Care by Category: % Value Growth 2009-2014
- Table 21 NBO Company Shares of Pet Food: % Value 2009-2013
- Table 22 LBN Brand Shares of Pet Food: % Value 2010-2013
- Table 23 NBO Company Shares of Dog and Cat Food: % Value 2009-2013
- Table 24 LBN Brand Shares of Dog and Cat Food: % Value 2010-2013
- Table 25 Penetration of Private Label in Pet Care by Category: % Value 2009-2013
- Table 26 Distribution of Pet Care by Format: % Value 2009-2014
- Table 27 Distribution of Pet Care by Format and Category: % Value 2014
- Table 28 Distribution of Dog and Cat Food by Format: % Value 2009-2014
- Table 29 Distribution of Dog and Cat Food by Format and Category: % Value 2014
- Table 30 Forecast Sales of Pet Food by Category: Volume 2014-2019
- Table 31 Forecast Sales of Pet Care by Category: Value 2014-2019
- Table 32 Forecast Sales of Pet Food by Category: % Volume Growth 2014-2019
- Table 33 Forecast Sales of Pet Care by Category: % Value Growth 2014-2019
- Summary 8 Research Sources