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Country Report

Belgium Flag Pet Care in Belgium

| Pages: 55

Price: US$1,900

About this Report

EXECUTIVE SUMMARY

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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Overview

Discover the latest market trends and uncover sources of future market growth for the Pet Care industry in Belgium with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Pet Care industry in Belgium, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Belgium for free:

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?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Pet Care market research database.

Table of Contents

Pet Care in Belgium - Industry Overview

EXECUTIVE SUMMARY

Declining consumer base results in volume declines in pet food

Premiumisation drives value growth across pet food

Consolidated competitive situation in pet food as pet care overall remains fragmented

Grocery retailers channels compete against pet shops and pet superstores

Value-added products to drive value growth in pet care over the forecast period

KEY TRENDS AND DEVELOPMENTS

Pet humanisation trend drives value growth

Cats slowly assert their dominance over dogs as the Belgians’ preferred pet

Rising demand for convenience works in favour of dry dog food and dry cat food

Changing regulation of veterinary pharmaceuticals influences pet healthcare

MARKET INDICATORS

  • Table 1 Pet Populations 2009-2014

MARKET DATA

  • Table 2 Sales of Pet Food by Category: Volume 2009-2014
  • Table 3 Sales of Pet Care by Category: Value 2009-2014
  • Table 4 Sales of Pet Food by Category: % Volume Growth 2009-2014
  • Table 5 Sales of Pet Care by Category: % Value Growth 2009-2014
  • Table 6 NBO Company Shares of Pet Food: % Value 2009-2013
  • Table 7 LBN Brand Shares of Pet Food: % Value 2010-2013
  • Table 8 NBO Company Shares of Dog and Cat Food: % Value 2009-2013
  • Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2010-2013
  • Table 10 Penetration of Private Label in Pet Care by Category: % Value 2009-2013
  • Table 11 Distribution of Pet Care by Format: % Value 2009-2014
  • Table 12 Distribution of Pet Care by Format and Category: % Value 2014
  • Table 13 Distribution of Dog and Cat Food by Format: % Value 2009-2014
  • Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2014
  • Table 15 Forecast Sales of Pet Food by Category: Volume 2014-2019
  • Table 16 Forecast Sales of Pet Care by Category: Value 2014-2019
  • Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2014-2019
  • Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2014-2019

DEFINITIONS

SOURCES

  • Summary 1 Research Sources

Pet Care in Belgium - Company Profiles

Aniserco SA/NV in Pet Care (Belgium)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Aniserco SA NV: Key Facts
  • Summary 3 Aniserco Sa NV: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 4 Aniserco SA NV: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 5 Aniserco SA NV: Competitive Position 2013

Beaphar Belgium Bvba in Pet Care (Belgium)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 Beaphar Belgium Bvba: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 7 Beaphar Belgium Bvba: Competitive Position 2013

Laroy Duvo NV in Pet Care (Belgium)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 8 Laroy Duvo NV: Key Facts
  • Summary 9 Laroy Duvo NV: Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

  • Summary 10 Laroy Duvo NV: Competitive Position 2013

Versele-Laga NV in Pet Care (Belgium)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 11 Versele-Laga NV: Key Facts
  • Summary 12 Versele-Laga NV: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 13 Versele-Laga NV: Competitive Position 2013

Cat Food in Belgium - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 19 Cat Owning Households: % Analysis 2009-2014
  • Table 20 Cat Population 2009-2014
  • Table 21 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2009-2014

CATEGORY DATA

  • Summary 14 Cat Food by Price Band 2014
  • Table 22 Sales of Cat Food by Category: Volume 2009-2014
  • Table 23 Sales of Cat Food by Category: Value 2009-2014
  • Table 24 Sales of Cat Food by Category: % Volume Growth 2009-2014
  • Table 25 Sales of Cat Food by Category: % Value Growth 2009-2014
  • Table 26 Sales of Premium Cat Food by Category: Value 2009-2014
  • Table 27 NBO Company Shares of Cat Food: % Value 2009-2013
  • Table 28 LBN Brand Shares of Cat Food: % Value 2010-2013
  • Table 29 LBN Brand Shares of Cat Treats: % Value 2010-2013
  • Table 30 Forecast Sales of Cat Food by Category: Volume 2014-2019
  • Table 31 Forecast Sales of Cat Food by Category: Value 2014-2019
  • Table 32 Forecast Sales of Cat Food by Category: % Volume Growth 2014-2019
  • Table 33 Forecast Sales of Cat Food by Category: % Value Growth 2014-2019

Dog Food in Belgium - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 34 Dog Owning Households: % Analysis 2009-2014
  • Table 35 Dog Population 2009-2014
  • Table 36 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2009-2014

CATEGORY DATA

  • Summary 15 Dog Food by Price Band 2014
  • Table 37 Sales of Dog Food by Category: Volume 2009-2014
  • Table 38 Sales of Dog Food by Category: Value 2009-2014
  • Table 39 Sales of Dog Food by Category: % Volume Growth 2009-2014
  • Table 40 Sales of Dog Food by Category: % Value Growth 2009-2014
  • Table 41 Sales of Premium Dog Food by Category: Value 2009-2014
  • Table 42 NBO Company Shares of Dog Food: % Value 2009-2013
  • Table 43 LBN Brand Shares of Dog Food: % Value 2010-2013
  • Table 44 LBN Brand Shares of Dog Treats: % Value 2010-2013
  • Table 45 Forecast Sales of Dog Food by Category: Volume 2014-2019
  • Table 46 Forecast Sales of Dog Food by Category: Value 2014-2019
  • Table 47 Forecast Sales of Dog Food by Category: % Volume Growth 2014-2019
  • Table 48 Forecast Sales of Dog Food by Category: % Value Growth 2014-2019

Other Pet Food in Belgium - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 49 Other Pet Population 2009-2014

CATEGORY DATA

  • Table 50 Sales of Other Pet Food by Category: Volume 2009-2014
  • Table 51 Sales of Other Pet Food by Category: Value 2009-2014
  • Table 52 Sales of Other Pet Food by Category: % Volume Growth 2009-2014
  • Table 53 Sales of Other Pet Food by Category: % Value Growth 2009-2014
  • Table 54 LBN Brand Shares of Bird Food: % Value 2010-2013
  • Table 55 LBN Brand Shares of Fish Food: % Value 2010-2013
  • Table 56 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2010-2013
  • Table 57 Forecast Sales of Other Pet Food by Category: Volume 2014-2019
  • Table 58 Forecast Sales of Other Pet Food by Category: Value 2014-2019
  • Table 59 Forecast Sales of Other Pet Food by Category: % Volume Growth 2014-2019
  • Table 60 Forecast Sales of Other Pet Food by Category: % Value Growth 2014-2019

Pet Products in Belgium - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 61 Sales of Pet Products by Category: Value 2009-2014
  • Table 62 Sales of Pet Products by Category: % Value Growth 2009-2014
  • Table 63 Sales of Pet Healthcare by Type: % Value Breakdown 2009-2014
  • Table 64 Forecast Sales of Pet Products by Category: Value 2014-2019
  • Table 65 Forecast Sales of Pet Products by Category: % Value Growth 2014-2019

Segmentation

This market research report includes the following:

  • Pet Care
    • Pet Food
      • Dog and Cat Food
        • Cat Food
          • Cat Treats and Mixers
            • Cat Mixers
            • Cat Treats
          • Dry Cat Food
            • Economy Dry Cat Food
            • Mid-Priced Dry Cat Food
            • Premium Dry Cat Food
            • Wet Cat Food
              • Economy Wet Cat Food
              • Mid-Priced Wet Cat Food
              • Premium Wet Cat Food
            • Dog Food
              • Dog Treats and Mixers
                • Dog Mixers
                • Dog Treats
              • Dry Dog Food
                • Economy Dry Dog Food
                • Mid-Priced Dry Dog Food
                • Premium Dry Dog Food
                • Wet Dog Food
                  • Economy Wet Dog Food
                  • Mid-Priced Wet Dog Food
                  • Premium Wet Dog Food
              • Dog and Cat Food by Price Platform and Type
                • Dog and Cat Food by Price Platform (Excl Treats and Mixers)
                  • Economy Dog and Cat Food
                    • Economy Dry Cat Food
                    • Economy Dry Dog Food
                    • Economy Wet Cat Food
                    • Economy Wet Dog Food
                  • Mid-Priced Dog and Cat Food
                    • Mid-Priced Dry Cat Food
                    • Mid-Priced Dry Dog Food
                    • Mid-Priced Wet Cat Food
                    • Mid-Priced Wet Dog Food
                  • Premium Dog and Cat Food
                    • Premium Dry Cat Food
                      • Premium Dry Dog Food
                        • Premium Wet Cat Food
                          • Premium Wet Dog Food
                        • Dog and Cat Food by Price Platform (incl Treats and Mixers)
                          • Cat Food by Price Platform
                            • Cat Treats and Mixers
                              • Cat Mixers
                              • Cat Treats
                            • Economy Cat Food
                              • Economy Dry Cat Food
                              • Economy Wet Cat Food
                            • Mid-Priced Cat Food
                              • Mid-Priced Dry Cat Food
                              • Mid-Priced Wet Cat Food
                            • Premium Cat Food
                              • Premium Dry Cat Food
                                • Premium Wet Cat Food
                              • Dog Food by Price Platform
                                • Dog Treats and Mixers
                                  • Dog Mixers
                                  • Dog Treats
                                • Economy Dog Food
                                  • Economy Dry Dog Food
                                  • Economy Wet Dog Food
                                • Mid-Priced Dog Food
                                  • Mid-Priced Dry Dog Food
                                  • Mid-Priced Wet Dog Food
                                • Premium Dog Food
                                  • Premium Dry Dog Food
                                    • Premium Wet Dog Food
                                • Dog and Cat Food by Type (Excl Treats and Mixers)
                                  • Dry Dog and Cat Food
                                    • Dry Cat Food
                                      • Economy Dry Cat Food
                                      • Mid-Priced Dry Cat Food
                                      • Premium Dry Cat Food
                                      • Dry Dog Food
                                        • Economy Dry Dog Food
                                        • Mid-Priced Dry Dog Food
                                        • Premium Dry Dog Food
                                      • Wet Dog and Cat Food
                                        • Wet Cat Food
                                          • Economy Wet Cat Food
                                          • Mid-Priced Wet Cat Food
                                          • Premium Wet Cat Food
                                          • Wet Dog Food
                                            • Economy Wet Dog Food
                                            • Mid-Priced Wet Dog Food
                                            • Premium Wet Dog Food
                                      • Other Pet Food
                                        • Bird Food
                                        • Fish Food
                                        • Small Mammal/Reptile Food
                                    • Pet Products
                                      • Cat Litter
                                      • Pet Healthcare
                                      • Pet Dietary Supplements
                                      • Other Pet Products

                                  Statistics Included

                                  For each category and subcategory you will receive the following data in Excel format:

                                  From Passport

                                  • Market Sizes
                                  • Company Shares
                                  • Brand Shares
                                  • Distribution
                                  • Pricing
                                  • Analysis by Type
                                  • Number of Vets
                                  • Pet Ownership
                                  • Pet Population
                                  • Prepared Gap
                                  • Product by Life-Cycle
                                  • Products by Ingredient
                                  • Veterinary Clinics for Pets
                                  • Other Pet Products by Type

                                  Market size details:

                                  • Retail volume
                                  • Retail volume % growth
                                  • Retail volume per capita
                                  • Retail value retail selling price % growth
                                  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
                                  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
                                  • Retail value manufacturer selling price % growth
                                  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
                                  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY

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