The pet humanisation trend ensures retail value sales growth
Pet care in Sweden registered positive retail value sales growth in 2013. Despite lingering unease in the economy, Swedish pet care retail sales have proven to be resilient. This is largely due to the further entrenchment of the pet humanisation trend, with consumers generally unwilling to reduce their spending on pets. The humanisation of pets has been evident for many years, with a growing number of owners considering their dogs or cats to be bona fide family members, even giving them equal billing with children. This trend shows no sign of losing momentum; if anything, it appears to be deepening.
Trends in packaged food are replicated in pet care
New product development in pet care continues to follow wider trends in packaged food for human consumption. This is seeing a growing number of pet food products that are marketed as natural, sugar free, grain free and without additives. Pet food with functional ingredients became also more widely available in 2013 with some noteworthy new product launches. An emerging niche in pet food is BARF (Biologically Appropriate Raw Food). Indeed, industry players active in this niche are reporting explosive retail value growth rates.
Fragmented competitive environment
The diversity of pet care in Sweden is ensuring a fragmented competitive environment with industry players focusing on pet food or pet products rather than a combination of both. Multinational players and brands lead sales although domestic players do command strong positions, especially in pet products. Private label is confined to grocery retailers with no private label sold via other sales channels. Despite registering a retail value sales increase in 2013, private label continues to face challenges in convincing brand loyal consumers to trade down.
New sales channels emerging
Grocery retailers and pet specialist retailers (pet shops and superstores and veterinary clinics) continue to dominate retail value sales in pet care in Sweden. However, other distribution channels are coming to the fore, such as mixed retailers like mass merchandisers and variety stores, as well as internet retailing. Although internet retailing remains relatively marginal in pet care overall, retail value sales are rising year-on-year. The established online shopping culture in Sweden is expected to increase internet retailing’s value share in pet care over the forecast period.
Premiumisation to drive forecast period value growth
Pet care in Sweden is expected to register positive retail value growth over the forecast period. Cat and dog treats are projected to post healthy growth rates, while premium cat and dog food will also perform well, reflecting the trend towards premiumisation. Further retail value growth over the forecast period is likely to be achieved through the segmentation of dog and cat treats into functional and indulgent offerings with textures.
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The Pet Care in Sweden 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 Sweden?
- What are the major brands in Sweden?
- 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?
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This industry report originates from Passport, our Pet Care market research database.