Declining consumer base results in volume declines in pet food
The review period was marked by a progressive decline in the population of various types of pets in Belgium. The declining population of pet dogs, fish and birds had a negative impact on volume sales of pet food, resulting in a consistent but slow decline over the course of the review period. In contrast, the populations of pet cats, small mammals and reptiles increased over the review period and this translated into growing volume sales of cat food and small mammal/reptile food during 2013 and 2014.
Premiumisation drives value growth across pet food
Despite the volume declines recorded in pet food during 2013 and the expectation that this decline will continue during 2014, current value sales of pet food increased during 2013 and are expected to continue growing in 2014. This is due not only to rising unit prices, but also to premiumisation. In order to meet rising consumer demand for healthier and more specific types of food for their pets, manufacturers continue to focus on expanding the range of products they offer both in terms of products segmented according to lifestyle, age, size and breed and in terms of health and wellness aspects. This means more products containing functional and organic ingredients in pet food, and more natural pet healthcare treatments in pet products.
Consolidated competitive situation in pet food as pet care overall remains fragmented
Mars Belgium and Nestlé Purina PetCare maintained their leadership in pet food in Belgium during 2013. These companies hold strong positions in dog and cat food thanks to their highly recognised brands such as Whiskas, Frolic and Cesar from Mars Belgium and Gourmet, Purina ONE, Friskies and Felix from Nestlé Purina PetCare. Private label managed to record positive growth, especially in economy dry dog food and economy dry cat food, although they failed to develop strongly in premium dog food and premium cat food. However, Mars Belgium and Nestlé Purina PetCare each have a weak presence outside of dog and cat food. As such, the remainder of the Belgian pet care industry is highly fragmented, with value sales divided among premium manufacturers such as Royal Canin Benelux, Iams Petfood International and Hill’s Pet Products Benelux, whilst Beaphar Belgium, Laroy Duvo and Karlie Flamingo hold the strongest positions in pet products.
Grocery retailers channels compete against pet shops and pet superstores
Grocery retailers continued to account for the bulk of pet food and pet products value sales in Belgium during 2013. Belgian pet owners tend to purchase products for their pets at the same time as they purchase grocery products for themselves and their families and one-stop shopping is therefore much more convenient for them. Nevertheless, despite the prevalence of this habit, the fastest growing retail distribution channel in pet care in Belgium during 2013 was pet superstores, which in Belgium is represented by players such as Tom & Co and Maxi Zoo. Pet superstores offer consumers valuable advice and wider ranges of product for their pets. As Belgian pet owners are becoming more discerning when it comes to products which meet the needs of their pets, they are gaining more appreciation of the wider product ranges offered by Belgium’s pet superstores.
Value-added products to drive value growth in pet care over the forecast period
In an increasingly mature industry and amidst declining numbers of various types of pets, one of the key elements for pet care manufacturers to sustain growth is to add value to their products. The continuous development of dog and cat treats, dry dog food and dry cat food is set to drive growth in these otherwise moribund pet food categories. The context is slightly different in pet products, where demand is increasing for other pet products, especially in terms of pet beauty products, which is set to result in strong growth rates over the forecast period.
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The Pet Care in Belgium 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 Pet Care in Belgium?
- What are the major brands in Belgium?
- How did the downturn affect pet care spending?
- Which is the best-performing category within pet care?
- Which is the fastest-growing pet food manufacturer?
- How have pet specialists fared in recent years?
- What are growth prospects for pet care in the next 5 years?
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- Gain competitive intelligence about market leaders
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This industry report originates from Passport, our Pet Care market research database.