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Country Report

Finland Flag Pet Care in Finland

| Pages: 67

Price: US$1,900

About this Report

EXECUTIVE SUMMARY

Pet care sails through economic instability

While Finland faced declining GDP in 2013 and hence faced economic downturn once again, sales of pet care products continued to be recession-proof. Volume sales of pet food increased in 2013 as the pet population in the country grew. Value sales growth was achieved in pet care in 2013 through increasing unit prices. Not only was VAT in Finland increased from 13% to 14% in January 2013, which played its role in increasing unit prices, but consumers were also increasingly attracted to added-value premium products, which benefited value sales.

Premium and economy brands thrive

A polarisation trend, by which both premium and economy products continued to see growing demand, was present in pet care in Finland also in 2013, and, as a result, mid-priced brand manufacturers found themselves caught in the crossfire, trying to hold onto their sales as competition tightened. Indeed, an increasing number of pet owners in Finland do not mind spending extra on their beloved pets which they also increasingly pamper and indulge. Also, an ongoing health and wellness trend has continued to push consumers towards premium products as pet owners want to ensure the health and wellbeing of their pets. Private label products, on the other hand, appeal to consumers by having more added-value features at more competitive unit prices in times of economic downturn, thus blurring the line between economy and mid-priced products.

Fierce competition in pet care

The landscape of Finnish pet care is highly competitive. This means that players have to pay very close attention to their marketing strategies in order to stay ahead of the game. Also, paying attention to ongoing consumer trends is vital and many new product developments have appeared capturing consumer interest. More tailor-made, functional products with natural and healthy ingredients have been introduced and interesting marketing strategies, such as test groups, have been applied to introduce new launches to pet owners.

A shift in distribution channels

Finnish pet care distribution channels have witnessed important value share shifting, challenging many retailers. In addition to growing value sales of pet care made through internet retailing, grocery retailers has lost value share to home and garden specialist retailers which entered the competition only in 2012 in Finland. Also, within non-grocery retailers, home and garden specialist retailers is challenging pet shops due to providing a premium product selection.

Healthy growth in sight

Value growth in Finnish pet care is predicted to remain positive and healthy in the forecast period. The increasing pet population in the country will provide a growing customer base while value sales of pet care will benefit from the increasing popularity of premium products and the pet-pampering trend. Finnish pet owners will continue to pay close attention to the wellbeing of their pets as well as their healthy nutrition. Also, new product development is expected to continue actively and help to boost value sales.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Pet Care industry in Finland 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 Finland, 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 Finland for free:

The Pet Care in Finland 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 Finland?
  • What are the major brands in Finland?
  • 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 Finland - Industry Overview

EXECUTIVE SUMMARY

Pet care sails through economic instability

Premium and economy brands thrive

Fierce competition in pet care

A shift in distribution channels

Healthy growth in sight

KEY TRENDS AND DEVELOPMENTS

Pet care sails through economic challenges

Premium and economy brands grow

Shopping online gains popularity

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 Finland - Company Profiles

Berner Oy in Pet Care (Finland)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Berner Oy: Key Facts
  • Summary 3 Berner Oy: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 4 Berner Oy: Competitive Position 2013

Best Friend Group Oy in Pet Care (Finland)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Best Friend Group Oy: Key Facts
  • Summary 6 Best Friend Group Oy: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 7 Best Friend Group Oy: Competitive Position 2013

Musti ja Mirri Oy in Pet Care (Finland)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 8 Musti ja Mirri Oy: Key Facts
  • Summary 9 Musti ja Mirri Oy: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 10 Musti ja Mirri: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 11 Musti ja Mirri Oy: Competitive Position 2013

Cat Food in Finland - 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 12 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
  • Table 34 Forecast Sales of Cat Food by Category: Volume 2014-2019
  • Table 35 Forecast Sales of Cat Food by Category: Value 2014-2019
  • Table 36 Forecast Sales of Cat Food by Category: % Volume Growth 2014-2019
  • Table 37 Forecast Sales of Cat Food by Category: % Value Growth 2014-2019

Dog Food in Finland - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 38 Dog Owning Households: % Analysis 2009-2014
  • Table 39 Dog Population 2009-2014
  • Table 40 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2009-2014

CATEGORY DATA

  • Summary 13 Dog Food by Price Band 2014
  • Table 41 Sales of Dog Food by Category: Volume 2009-2014
  • Table 42 Sales of Dog Food by Category: Value 2009-2014
  • Table 43 Sales of Dog Food by Category: % Volume Growth 2009-2014
  • Table 44 Sales of Dog Food by Category: % Value Growth 2009-2014
  • Table 45 Sales of Premium Dog Food by Category: Value 2009-2014
  • Table 46 NBO Company Shares of Dog Food: % Value 2009-2013
  • Table 47 LBN Brand Shares of Dog Food: % Value 2010-2013
  • Table 48 LBN Brand Shares of Dog Treats: % Value 2010-2013
  • Table 49 Forecast Sales of Dog Food by Category: Volume 2014-2019
  • Table 50 Forecast Sales of Dog Food by Category: Value 2014-2019
  • Table 51 Forecast Sales of Dog Food by Category: % Volume Growth 2014-2019
  • Table 52 Forecast Sales of Dog Food by Category: % Value Growth 2014-2019

Other Pet Food in Finland - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 53 Other Pet Population 2009-2014

CATEGORY DATA

  • Table 54 Sales of Other Pet Food by Category: Volume 2009-2014
  • Table 55 Sales of Other Pet Food by Category: Value 2009-2014
  • Table 56 Sales of Other Pet Food by Category: % Volume Growth 2009-2014
  • Table 57 Sales of Other Pet Food by Category: % Value Growth 2009-2014
  • Table 58 LBN Brand Shares of Bird Food: % Value 2010-2013
  • Table 59 LBN Brand Shares of Fish Food: % Value 2010-2013
  • Table 60 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2010-2013
  • Table 61 Forecast Sales of Other Pet Food by Category: Volume 2014-2019
  • Table 62 Forecast Sales of Other Pet Food by Category: Value 2014-2019
  • Table 63 Forecast Sales of Other Pet Food by Category: % Volume Growth 2014-2019
  • Table 64 Forecast Sales of Other Pet Food by Category: % Value Growth 2014-2019

Pet Products in Finland - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 65 Sales of Pet Products by Category: Value 2009-2014
  • Table 66 Sales of Pet Products by Category: % Value Growth 2009-2014
  • Table 67 Sales of Pet Healthcare by Type: % Value Breakdown 2009-2014
  • Table 68 Forecast Sales of Pet Products by Category: Value 2014-2019
  • Table 69 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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