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Country Report

Switzerland Flag Pet Care in Switzerland

| Pages: 50

Price: US$1,900

About this Report

EXECUTIVE SUMMARY

Pet care volume sales stable in Switzerland

In 2013, volume sales of pet care in Switzerland are expected to show stability; however, a value sales decline of 1% in current terms is expected. This decrease is expected to be as a result of falling retail prices in Switzerland. Due to the strong Swiss franc, people are tending to buy pet food from neighbouring countries, particularly premium products. In order to keep their competitiveness, Swiss retailers reduced prices for pet food and some pet products. In 2013, dog and cat treats are expected to perform well and these categories are expected to lead growth over the forecast period.

Premiumisation continues, despite declining numbers

Premiumisation is an ongoing trend in Switzerland, and value added products are in high demand. mmWith a very strong Swiss franc, prices in neighbouring countries are even more tempting. Most of the Swiss population lives within a maximum of a 1-hour drive to Germany, France, Austria or Italy, where premium pet food ranges between 20%-50% cheaper. Swiss pet owners are increasingly purchasing premium products, but instead of buying in Switzerland, they shop in or order from a neighbouring country.

Competitive landscape dominated by Migros Genossenschaftsbund, Mars Schweiz and Nestlé Purina PetCare Switzerland

With a 19% value share, Migros Genossenschaftsbund was the leading manufacturer of pet care products in Switzerland in 2012. Most of its private label products, available in its own Migros supermarkets and at Denner discounters, are within the 10 leading pet food items in the country. Migros Genossenschaftsbund is followed by the two major multinational pet food companies, Mars Schweiz and Nestlé Purina PetCare Switzerland. These top three companies have ensured their positions by continuously improving their brand portfolios. Brand loyalty is high amongst Swiss pet owners with a preference for brands that can be bought while doing one-stop shopping.

Supermarkets are the leading retailers

In 2013, supermarkets is expected to remain as the major distribution channel in Switzerland, led by Migros and Coop Genossenschaft; however, the value share of supermarkets is expected to slightly decrease over the forecast period. The second-most-popular channel, pet superstores, led by Qualipet and Fressnapf Schweiz, is expected to gain value share over the same period. Pet superstores is followed by pet shops with a good potential for value share growth. Discounters are also gaining in importance, while hypermarkets – in contrast to several other Western European countries – are historically less popular in Switzerland.

Pet care sales are expected to grow slightly

Over the forecast period, volume sales of pet care are expected to grow at a CAGR of 1%, which is higher than the marginal growth figure seen over the review period. In the second half of the forecast period, the economic situation in Europe is expected to stabilise. The exchange rate between the euro and the Swiss franc is set to be at the pre-economic crisis level and consumers are expected to buy more premium products in Switzerland. Treats and small mammal/reptile food are expected to contribute to the growth of Swiss pet care over the forecast period.

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Overview

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

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

EXECUTIVE SUMMARY

Pet care volume sales stable in Switzerland

Premiumisation continues, despite declining numbers

Competitive landscape dominated by Migros Genossenschaftsbund, Mars Schweiz and Nestlé Purina PetCare Switzerland

Supermarkets are the leading retailers

Pet care sales are expected to grow slightly

KEY TRENDS AND DEVELOPMENTS

High disposable incomes to spend on discretionary items

Demographics and urbanisation impact Swiss pet care

Cross-border shopping hits premium pet food hard

Humanisation leads to pets being treated as family members

Pet superstores and internet retailing are set to grow

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 Switzerland - Company Profiles

Provet AG in Pet Care (Switzerland)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Provet AG: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 3 Provet AG: Competitive Position 2012

Qualipet AG in Pet Care (Switzerland)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 Qualipet AG: Key Facts
  • Summary 5 Qualipet AG: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 6 Qualipet AG: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 7 Qualipet AG: Competitive Position 2012

Telion AG in Pet Care (Switzerland)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 8 Telion AG: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 9 Telion AG: Competitive Position 2012

Vitakraft Schweiz AG in Pet Care (Switzerland)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 10 Vitakraft Schweiz AG: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 11 Vitakraft Schweiz AG: Competitive Position 2012

Cat Food in Switzerland - 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 Switzerland - 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 Switzerland - 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 Switzerland - 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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