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Country Report

Belgium Flag Pet Care in Belgium

| Pages: 63

Price: US$1,900

About this Report

EXECUTIVE SUMMARY

Pet care remains “recession proof” in Belgium up to 2013

The economic environment in Belgium theoretically does not act in favour of sales of pet care. Belgium was back in recession at the end of 2012 and in early 2013. Poor GDP growth, weak consumer confidence and slightly waning traffic in the retailing environment slowed down value sales across industries. However, demand for pet care products in Belgium remains dynamic and consumers have made few changes to their shopping habits when it comes to meeting the needs of their pets. The industry still performed relatively well in 2012 and early 2013, posting positive growth in current value terms.

Premiumisation props up value sales of pet care

Despite the relative resilience of pet care to the economic situation in Belgium, the industry still faces macro threats, chiefly in the form of the pet population itself. Due to the urbanisation of the country and thus increasingly hectic lifestyles, Belgians have less time to take care of pets in general, which has an overall negative impact on pet population. In turn, this led to shrinking volume sales in the review period, which will continue in 2013. Even so, value growth in pet care has remained largely positive up to 2013 due to not only rising unit prices but also consumers’ trading up to premium brands. Brand offerings are increasingly segmented – by lifestyle, age, size or even breed – as illustrated by the impressive success of food for neutered cats. Newly launched novelties in pet care often reflect trends that drive sales in human markets, including health and wellness, the need of more convenience and the development of products aimed at more sedentary lifestyles.

Multinationals dominate

Belgium’s two leading multinational pet food companies – Mars Belgium and Nestlé Purina PetCare – continued to lead pet care in Belgium in 2012 through their strong positions in dog and cat food. Their strong brand names such as Whiskas, Frolic and Cesar from Mars Belgium and Gourmet, Purina ONE, Friskies and Felix from Nestlé Purina PetCare are well established and easily recognisable by Belgian consumers. Private label accounts for a high share in pet care overall, but it nonetheless has failed to develop in premium dog and cat food. The remainder of the industry is fragmented, with value sales divided amongst premium manufacturers such as Royal Canin Benelux, Iams Petfood International and Hill’s Pet Products Benelux whilst Beaphar Belgium and Karlie Heimtierbedarf hold a strong position in pet products.

Grocery retailers lead but progress less than specialist channels

Supermarkets is set to continue accounting for the highest proportion of pet care distribution during 2013. Most Belgian consumers tend to purchase products for their pets at the same time as they purchase grocery products for themselves and their families; one-stop shopping is therefore much more convenient for Belgian pet owners. However, the development of veterinary clinics and pet superstores, notably Tom & Co, is expected to be faster in 2013, as these channels offer the best products and advice. Independent pet shops are finding it more difficult in 2013, notably due to less competitive prices and a less wide offering. Outsiders such as the garden centre chain Aveve are will continue to gain ground in pet care in 2013.

Added value to support value growth in the forecast period

Economic uncertainty looks set to continue in Belgium during the forecast period. Nonetheless, the outlook for the pet care industry is still that of resilience to the economic difficulties in comparison with other fmcg industries. This is a testament to the unwillingness of Belgian pet owners to compromise on their pets’ wellbeing. Thanks to the expected ongoing success of dog and cat treats, premium dry cat and dog food and some niches in the remaining categories, pet care is expected to record slow but still positive constant value growth over 2013-2018.

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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

Pet care remains “recession proof” in Belgium up to 2013

Premiumisation props up value sales of pet care

Multinationals dominate

Grocery retailers lead but progress less than specialist channels

Added value to support value growth in the forecast period

KEY TRENDS AND DEVELOPMENTS

Pet care remains recession-proof up to 2013

Urbanisation coupled with ageing population work in favour of cats over dogs

Pet humanisation continues

Grocery retailers dominate but specialised retailers perform better

Multinationals still dominate, with Nestlé Purina PetCare outperforming Mars Belgium

MARKET INDICATORS

  • Table 1 Pet Populations 2008-2013

MARKET DATA

  • Table 2 Sales of Pet Food by Category: Volume 2008-2013
  • Table 3 Sales of Pet Care by Category: Value 2008-2013
  • Table 4 Sales of Pet Food by Category: % Volume Growth 2008-2013
  • Table 5 Sales of Pet Care by Category: % Value Growth 2008-2013
  • Table 6 NBO Company Shares of Pet Food: % Value 2008-2012
  • Table 7 LBN Brand Shares of Pet Food: % Value 2009-2012
  • Table 8 NBO Company Shares of Dog and Cat Food: % Value 2008-2012
  • Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2009-2012
  • Table 10 Penetration of Private Label in Pet Care by Category: % Value 2006-2011
  • Table 11 Distribution of Pet Care by Format: % Value 2008-2013
  • Table 12 Distribution of Pet Care by Format and Category: % Value 2012
  • Table 13 Distribution of Dog and Cat Food by Format: % Value 2008-2013
  • Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2013
  • Table 15 Forecast Sales of Pet Food by Category: Volume 2013-2018
  • Table 16 Forecast Sales of Pet Care by Category: Value 2013-2018
  • Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2013-2018
  • Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2013-2018

DEFINITIONS

SOURCES

  • Summary 1 Research Sources

Pet Care in Belgium - Company Profiles

Beaphar Belgium Bvba in Pet Care (Belgium)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Beaphar Belgium BVBA: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 3 Beaphar Belgium BVBA: Competitive Position 2012

Delhaize Group SA in Pet Care (Belgium)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 Delhaize Group SA: Key Facts
  • Summary 5 Delhaize Group SA: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 6 Tom & Co: Competitive Position 2013

Laroy Duvo NV in Pet Care (Belgium)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 7 Laroy Duvo NV: Key Facts
  • Summary 8 Laroy Duvo NV: Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

Versele-Laga NV in Pet Care (Belgium)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 9 Versele-Laga NV: Key Facts
  • Summary 10 Versele-Laga NV: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 11 Versele-Laga NV: Competitive Position 2012

Cat Food in Belgium - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 19 Cat Owning Households: % Analysis 2008-2013
  • Table 20 Cat Population 2008-2013
  • Table 21 Consumption of Prepared Cat Food: % Analysis 2008-2013

CATEGORY DATA

  • Summary 12 Cat Food by Price Band 2013
  • Table 22 Sales of Cat Food by Category: Volume 2008-2013
  • Table 23 Sales of Cat Food by Category: Value 2008-2013
  • Table 24 Sales of Cat Food by Category: % Volume Growth 2008-2013
  • Table 25 Sales of Cat Food by Category: % Value Growth 2008-2013
  • Table 26 Sales of Premium Cat Food by Category: Value 2008-2013
  • Table 27 NBO Company Shares of Cat Food: % Value 2008-2012
  • Table 28 LBN Brand Shares of Cat Food: % Value 2009-2012
  • Table 29 LBN Brand Shares of Cat Treats: % Value 2009-2012
  • Table 30 Forecast Sales of Cat Food by Category: Volume 2013-2018
  • Table 31 Forecast Sales of Cat Food by Category: Value 2013-2018
  • Table 32 Forecast Sales of Cat Food by Category: % Volume Growth 2013-2018
  • Table 33 Forecast Sales of Cat Food by Category: % Value Growth 2013-2018

Dog Food in Belgium - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 34 Dog Owning Households: % Analysis 2008-2013
  • Table 35 Dog Population 2008-2013
  • Table 36 Consumption of Prepared Dog Food: % Analysis 2008-2013

CATEGORY DATA

  • Summary 13 Dog Food by Price Band 2013
  • Table 37 Sales of Dog Food by Category: Volume 2008-2013
  • Table 38 Sales of Dog Food by Category: Value 2008-2013
  • Table 39 Sales of Dog Food by Category: % Volume Growth 2008-2013
  • Table 40 Sales of Dog Food by Category: % Value Growth 2008-2013
  • Table 41 Sales of Premium Dog Food by Category: Value 2008-2013
  • Table 42 NBO Company Shares of Dog Food: % Value 2008-2012
  • Table 43 LBN Brand Shares of Dog Food: % Value 2009-2012
  • Table 44 LBN Brand Shares of Dog Treats: % Value 2009-2012
  • Table 45 Forecast Sales of Dog Food by Category: Volume 2013-2018
  • Table 46 Forecast Sales of Dog Food by Category: Value 2013-2018
  • Table 47 Forecast Sales of Dog Food by Category: % Volume Growth 2013-2018
  • Table 48 Forecast Sales of Dog Food by Category: % Value Growth 2013-2018

Other Pet Food in Belgium - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 49 Other Pet Population 2008-2013

CATEGORY DATA

  • Table 50 Sales of Other Pet Food by Category: Volume 2008-2013
  • Table 51 Sales of Other Pet Food by Category: Value 2008-2013
  • Table 52 Sales of Other Pet Food by Category: % Volume Growth 2008-2013
  • Table 53 Sales of Other Pet Food by Category: % Value Growth 2008-2013
  • Table 54 LBN Brand Shares of Bird Food: % Value 2009-2012
  • Table 55 LBN Brand Shares of Fish Food: % Value 2009-2012
  • Table 56 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2009-2012
  • Table 57 Forecast Sales of Other Pet Food by Category: Volume 2013-2018
  • Table 58 Forecast Sales of Other Pet Food by Category: Value 2013-2018
  • Table 59 Forecast Sales of Other Pet Food by Category: % Volume Growth 2013-2018
  • Table 60 Forecast Sales of Other Pet Food by Category: % Value Growth 2013-2018

Pet Products in Belgium - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 61 Sales of Pet Products by Category: Value 2008-2013
  • Table 62 Sales of Pet Products by Category: % Value Growth 2008-2013
  • Table 63 Sales of Pet Healthcare by Type: % Value Breakdown 2008-2013
  • Table 64 Forecast Sales of Pet Products by Category: Value 2013-2018
  • Table 65 Forecast Sales of Pet Products by Category: % Value Growth 2013-2018

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

                                  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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