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Country Report

Pet Care in Finland

| Pages: 69

Price: US$1,900

About this Report

EXECUTIVE SUMMARY

Healthy growth despite the economic downturn

Pet care remained somewhat immune from the economic downturn and healthy growth rates were recorded across almost all categories in 2012. Value growth was driven by the increasing pet population together with the increased consumer interest in premium products such as breed- or health condition-specific pet food. Finnish consumers were willing to invest in the wellbeing and pampering of their pets. Pet products remained the main engine for the growth of pet care in 2012 and plenty of new products were launched across many categories.

Premium and economy products flourish

The health and wellness trend is trickling down from the plates of the owners to the feeding bowls of their pets. Functional and targeted products are growing in popularity as was visible in the plentiful new breed-, size- or health condition-specific product launches in 2012. Moreover, pet owner preference continued to move towards products perceived as natural rather than industrial – a prime example of this being the raw food diet. Not only premium products, but also economy products including private label increased in popularity. Mid-priced products faced intensifying competition from other price bands, since consumers seemed to be both upgrading products to premium and downgrading to economy from the products in this category.

Intense competition continues in mature pet care

Pet care remained a highly competitive and mature category. Active marketing, a wide distribution network and new product launches remained the cornerstones for successful business strategies implemented by the winning brand manufacturers. Avenues for growth were provided by focusing on natural, domestic and unprocessed products. In addition, tailor-made and functional products appealed to Finnish pet owners. A presence in online media, in-store campaigns and pet-related events seemed to be the most popular ways to reach the consumers.

New channels challenge pet shops

Grocery retailers and pet shops remained the leading retail channels in 2012 in pet care in Finland, but faced intensifying competition from new channels. Store-based retailing lost sales share to the rapidly growing online retailing. In order to stay at the winning end, retailers expanded their distribution network online and opened internet outlets. On the other hand, face-to-face customer service remained a competitive advantage for the specialised retail channels, namely pet shops. Another channel challenger was the home improvement and garden centres, which held a small share of total sales but are growing rapidly with new entries in the category. This channel challenges especially pet shops due to the focus on premium products.

Growth is expected to continue in the forecast period

Pet care is expected to continue on a healthy constant value growth trajectory in the forecast period, despite recording slightly lower constant value growth compared to the review period. The increasing pet population, new product development and consumer preference for premium products will boost sales and fight maturity. Pet products, premium dog and cat food together with dog treats and cat treats are expected to see the highest value growth, since there is more untapped market potential in these categories. The competitive landscape is expected to remain intense with more entries from foreign companies, especially in internet retailing.

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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

Healthy growth despite the economic downturn

Premium and economy products flourish

Intense competition continues in mature pet care

New channels challenge pet shops

Growth is expected to continue in the forecast period

KEY TRENDS AND DEVELOPMENTS

Pet care is only mildly affected by the recession

Polarisation of economy and premium products

Pet care online

Small urban households have small urban dogs

Raw food as part of the natural pet food hype

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 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 2012

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 2012

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 Oy: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 11 Musti ja Mirri: Competitive Position 2012

Royal Canin Finland Oy in Pet Care (Finland)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 12 Royal Canin Finland Oy: Key Facts
  • Summary 13 Royal Canin Finland Oy: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 14 Royal Canin Finland Oy: Competitive Position 2012

Cat Food in Finland - 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 15 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 Finland - 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 16 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 Finland - 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 Finland - 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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