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Country Report

Germany Flag Pet Care in Germany

| Pages: 60

Price: US$1,900

About this Report

EXECUTIVE SUMMARY

2012 pet care sales pick up

After having seen a minor slowdown in 2011, the German pet care market recovered somewhat in 2012 to post value sales growth generally in line with the review period average. Despite the high level of saturation in this very mature market, all signs point to further growth, with 2013 seeing a promising start and positive tendencies in almost all categories.

Price battles continue despite tendency towards premiumisation

In the spirit of offering their pets the best care and functional products of the highest quality in order to improve their health and wellbeing, German consumers have shown themselves to be less price-sensitive than pet owners in many other markets. Nevertheless, the high level of competition within the pet care market, coupled with the continuous growth of private label, has put such enormous pressure on manufacturers that they are having to use hard discounting and price promotions as the main tools to maintain or increase sales, thereby constantly undercutting each other in terms of product pricing.

The internet a catalyst in increasing the already high level of competition in pet care

Due to market maturity and saturation as well as the relatively fragmented environment, led by two major multinationals and with private label showing a continuous increase in value sales and share, competition within pet care is intense. With the relatively strong interchangeability of products and improving means of comparing products thanks to internet platforms and online shops, competition is further intensifying, causing smaller manufacturers to struggle.

Pet specialist retailers gain share thanks to pet superstores

When it comes to finding the right product for their pet, German consumers prefer to visit pet superstores, which has led to an increase in both value sales and share for pet specialist retailers overall, now outranking grocery retailers. Their expertise, wide product ranges and added services, such as workshops and other events, support the positive image that pet specialists have created, thereby trumping the often closer, more convenient and cheaper alternatives of supermarkets and other grocery stores.

Pet care anticipated steady growth over the forecast period

Despite all the various risks and threats to growth, such as price pressure, maturity and intense competition, pet care is expected to post further moderate growth over the forecast period, largely thanks to pet healthcare, treats and other products supporting pets’ wellbeing. German pet owners are likely to continue to look for the best price-value ratio, still being willing to do and buy whatever it takes to improve the health and wellness of their pets, whose importance in people’s lives is expected to continue to increase.

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Overview

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

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

EXECUTIVE SUMMARY

2012 pet care sales pick up

Price battles continue despite tendency towards premiumisation

The internet a catalyst in increasing the already high level of competition in pet care

Pet specialist retailers gain share thanks to pet superstores

Pet care anticipated steady growth over the forecast period

KEY TRENDS AND DEVELOPMENTS

Pet care in Germany is like baby food – immune to economic changes

Price battles – how growing competition and strong private label shape the market

The internet – a curse or a blessing for pet care?

There is always a bright side – positive impact of demographic changes on pet care in Germany

Specialisation and premiumisation and the growing demand for functional products

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 Germany - Company Profiles

Finnern GmbH & Co KG in Pet Care (Germany)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Finnern GmbH & Co KG: Key Facts
  • Summary 3 Finnern GmbH & Co KG: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 4 Finnern GmbH & Co KG: Production Statistics 2012

COMPETITIVE POSITIONING

  • Summary 5 Finnern GmbH & Co KG: Competitive Position 2012

Fressnapf Tiernahrungs GmbH in Pet Care (Germany)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 Fressnapf Tiernahrungs GmbH: Key Facts
  • Summary 7 Fressnapf Tiernahrungs GmbH: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

  • Chart 1 Fressnapf Tiernahrungs GmbH: Fressnapf in Berlin, Germany

PRIVATE LABEL

  • Summary 8 Fressnapf Tiernahrungs GmbH: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 9 Fressnapf Tiernahrungs GmbH: Competitive Position 2012

H Von Gimborn GmbH in Pet Care (Germany)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 10 H Von Gimborn GmbH: Key Facts

COMPANY BACKGROUND

PRODUCTION

  • Summary 11 H Von Gimborn GmbH: Production Statistics 2012

COMPETITIVE POSITIONING

  • Summary 12 H Von Gimborn GmbH: Competitive Position 2012

Mars Deutschland GmbH in Pet Care (Germany)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 13 Mars Deutschland GmbH: Key Facts

COMPANY BACKGROUND

PRODUCTION

  • Summary 14 Mars Deutschland GmbH: Production Statistics 2012

COMPETITIVE POSITIONING

  • Summary 15 Mars Deutschland GmbH: Competitive Position 2012

Nestlé Purina Petcare Deutschland GmbH in Pet Care (Germany)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 16 Nestlé Purina Petcare Deutschland GmbH: Key Facts

COMPANY BACKGROUND

PRODUCTION

  • Summary 17 Nestlé Purina Petcare Deutschland GmbH: Production Statistics 2012

COMPETITIVE POSITIONING

  • Summary 18 Nestlé Purina Petcare Deutschland GmbH: Competitive Position 2012

Vitakraft-Werke Wührmann & Sohn GmbH & Co KG in Pet Care (Germany)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 19 Vitakraft-Werke Wührmann & Sohn GmbH & Co KG: Key Facts

COMPANY BACKGROUND

PRODUCTION

  • Summary 20 Vitakraft-Werke Wührmann & Sohn GmbH & Co KG: Production Statistics 2012

COMPETITIVE POSITIONING

  • Summary 21 Vitakraft-Werke Wührmann & Sohn GmbH & Co KG: Competitive Position 2012

Cat Food in Germany - 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 22 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 Germany - 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 23 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 Germany - 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 Germany - 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
              • Therapeutic Dry Cat Food
              • Non-Therapeutic Dry Cat Food
          • Wet Cat Food
            • Economy Wet Cat Food
            • Mid-Priced Wet Cat Food
            • Premium Wet Cat Food
              • Therapeutic Wet Cat Food
              • Non-Therapeutic 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
              • Therapeutic Dry Dog Food
              • Non-Therapeutic Dry Dog Food
          • Wet Dog Food
            • Economy Wet Dog Food
            • Mid-Priced Wet Dog Food
            • Premium Wet Dog Food
              • Therapeutic Wet Dog Food
              • Non-Therapeutic 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
              • Therapeutic Dry Cat Food
              • Non-Therapeutic Dry Cat Food
            • Premium Dry Dog Food
              • Therapeutic Dry Dog Food
              • Non-Therapeutic Dry Dog Food
            • Premium Wet Cat Food
              • Therapeutic Wet Cat Food
              • Non-Therapeutic Wet Cat Food
            • Premium Wet Dog Food
              • Therapeutic Wet Dog Food
              • Non-Therapeutic Wet Dog Food
          • Therapeutic Dog and Cat Food
            • Therapeutic Cat Food
              • Therapeutic Dry Cat Food
              • Therapeutic Wet Cat Food
            • Therapeutic Dog Food
              • Therapeutic Dry Dog Food
              • Therapeutic Wet Dog Food
          • Non-Therapeutic Dog and Cat Food
            • Non-Therapeutic Cat Food
              • Non-Therapeutic Dry Cat Food
              • Non-Therapeutic Wet Cat Food
            • Non-Therapeutic Dog Food
              • Non-Therapeutic Dry Dog Food
              • Non-Therapeutic 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
                • Therapeutic Dry Cat Food
                • Non-Therapeutic Dry Cat Food
              • Premium Wet Cat Food
                • Therapeutic Wet Cat Food
                • Non-Therapeutic Wet Cat Food
              • Therapeutic Cat Food
                • Therapeutic Dry Cat Food
                • Therapeutic Wet Cat Food
              • Non-Therapeutic Cat Food
                • Non-Therapeutic Dry Cat Food
                • Non-Therapeutic 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
                • Therapeutic Dry Dog Food
                • Non-Therapeutic Dry Dog Food
              • Premium Wet Dog Food
                • Therapeutic Wet Dog Food
                • Non-Therapeutic Wet Dog Food
              • Therapeutic Dog Food
                • Therapeutic Dry Dog Food
                • Therapeutic Wet Dog Food
              • Non-Therapeutic Dog Food
                • Non-Therapeutic Dry Dog Food
                • Non-Therapeutic 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
                • Therapeutic Dry Cat Food
                • Non-Therapeutic Dry Cat Food
            • Dry Dog Food
              • Economy Dry Dog Food
              • Mid-Priced Dry Dog Food
              • Premium Dry Dog Food
                • Therapeutic Dry Dog Food
                • Non-Therapeutic Dry Dog Food
          • Wet Dog and Cat Food
            • Wet Cat Food
              • Economy Wet Cat Food
              • Mid-Priced Wet Cat Food
              • Premium Wet Cat Food
                • Therapeutic Wet Cat Food
                • Non-Therapeutic Wet Cat Food
            • Wet Dog Food
              • Economy Wet Dog Food
              • Mid-Priced Wet Dog Food
              • Premium Wet Dog Food
                • Therapeutic Wet Dog Food
                • Non-Therapeutic 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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