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Country Report

Netherlands Flag Pet Care in the Netherlands

| Pages: 55

Price: US$2,100

About this Report

EXECUTIVE SUMMARY

Pet care sales grow at a markedly slower rate

Total pet care sales in the Netherlands recorded markedly slower value growth in 2016 than over the previous five years. The slower value sales growth can be attributed to the weaker development of volume sales, which recorded only marginal gains as a result of the stagnating population trend in the two most important types of pets in the country. While the dog population in 2016 is expected to remain at the levels of 2015, the number of pet cats will decline somewhat. Consequently, dog and cat food will likely struggle to achieve any noticeable increase in volume terms. Other pet food will however perform above average in 2016, with bird food and small mammal/reptile food two categories recording noticeable gains due to continued demand for birds and reptiles.

Premium and niche products gain momentum

Given the weaker volume growth as a result of the stagnating population trend in cats and dogs, value growth relied primarily on achieving higher average unit prices. The continued pet humanisation trend was a positive factor in this regard, as Dutch pet owners are becoming increasingly prepared to spend extra money to satisfy their pets’ needs beyond basic nutritional requirements. Consequently, premium products in both cat and dog food performed better than the market average. Products with added functionality and healthy products were among the foremost beneficiaries of premiumisation. In addition, concerns about the ingredients used and the sources of these ingredients drove demand for all-natural and organic pet food products.

Large multinational players continue to lead pet care

Pet care sales in the Netherlands in 2015 continued to be led by a small number of large multinational companies. However, the overall pet care market remained more fragmented than other markets, as only cat food and dog food displayed a high level of consolidation. Other pet food and pet products remained comparatively fragmented. Nestlé Purina Petcare and Mars remained the two leading players in pet care in the country in 2015 and were the only manufacturers to achieve double-digit retail value shares. Private label continued to achieve further gains as these products offer good quality at reasonable prices and began to offer a limited range of premium products.

Bricks and mortar specialist shops remain the backbone of pet care sales

Despite recent gains by internet retailing and supermarket chains, when combined, brick and mortar specialist shops such as pet shops and pet superstores remained the most important distribution channels for pet care sales in the Netherlands in 2015. In a bid to defend their share, specialist pet stores are increasingly using an online presence in order to attract consumers into their physical stores. Internet retailing benefits from both the greater presence of specialist pet shops online and the growing importance of exclusive internet retailers, such as Zooplus.nl and Jumper.nl, which challenge traditional stores with low-price offers. Finally, supermarkets and discounters profit from the expanded range of their private label product ranges.

Weaker outlook for pet care over the forecast period

Pet care value sales in the Netherlands are expected to achieve weaker growth over the forecast period than in 2015 when measured at constant 2016 prices. Premiumisation due to the continued pet humanisation trend will likely exert a positive influence on unit price growth, and natural and organic products are expected to continue to perform well over the forecast period. However, this will not be sufficient to fully compensate the expected volume output losses due to the stagnating trend in the Dutch dog and cat populations. While the number of pet dogs is set to remain constant over the forecast period, the cat population is expected to face declines. Population gains are however expected for birds and reptiles.

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Overview

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

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

EXECUTIVE SUMMARY

Pet care sales grow at a markedly slower rate

Premium and niche products gain momentum

Large multinational players continue to lead pet care

Bricks and mortar specialist shops remain the backbone of pet care sales

Weaker outlook for pet care over the forecast period

KEY TRENDS AND DEVELOPMENTS

Pet population trends are key in shaping value growth in pet food

Brick and mortar specialist pet stores remain the backbone of pet care sales

The pet humanisation trend is the principal force behind non-population-driven growth

MARKET INDICATORS

  • Table 1 Pet Populations 2011-2016

MARKET DATA

  • Table 2 Sales of Pet Food by Category: Volume 2011-2016
  • Table 3 Sales of Pet Care by Category: Value 2011-2016
  • Table 4 Sales of Pet Food by Category: % Volume Growth 2011-2016
  • Table 5 Sales of Pet Care by Category: % Value Growth 2011-2016
  • Table 6 NBO Company Shares of Pet Food: % Value 2011-2015
  • Table 7 LBN Brand Shares of Pet Food: % Value 2012-2015
  • Table 8 NBO Company Shares of Dog and Cat Food: % Value 2011-2015
  • Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2012-2015
  • Table 10 Penetration of Private Label in Pet Care by Category: % Value 2011-2015
  • Table 11 Distribution of Pet Care by Format: % Value 2011-2016
  • Table 12 Distribution of Pet Care by Format and Category: % Value 2016
  • Table 13 Distribution of Dog and Cat Food by Format: % Value 2011-2016
  • Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2016
  • Table 15 Forecast Sales of Pet Food by Category: Volume 2016-2021
  • Table 16 Forecast Sales of Pet Care by Category: Value 2016-2021
  • Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2016-2021
  • Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2016-2021

DEFINITIONS

SOURCES

  • Summary 1 Research Sources

Pet Care in the Netherlands - Company Profiles

De IJsvogel Groep BV in Pet Care (Netherlands)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 De Ijsvogel Groep BV: Key Facts
  • Summary 3 De Ijsvogel Groep BV: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 4 De Ijsvogel Groep BV: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 5 De Ijsvogel Groep BV: Competitive Position 2015

Proline Petfood BV in Pet Care (Netherlands)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 Proline Petfood BV: Key Facts

COMPETITIVE POSITIONING

  • Summary 7 Proline Petfood BV: Competitive Position 2015

VNK Pet Products BV in Pet Care (Netherlands)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 8 VNK Pet Products BV: Key Facts

COMPETITIVE POSITIONING

  • Summary 9 VNK Pet Products BV: Competitive Position 2015

Witte Molen BV in Pet Care (Netherlands)

STRATEGIC DIRECTION

KEY FACTS.

  • Summary 10 Witte Molen BV: Key Facts

COMPETITIVE POSITIONING

  • Summary 11 Witte Molen BV: Competitive Position 2015

Cat Food in the Netherlands - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 19 Cat Owning Households: % Analysis 2011-2016
  • Table 20 Cat Population 2011-2016
  • Table 21 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2011-2016

CATEGORY DATA

  • Summary 12 Cat Food by Price Band 2016
  • Table 22 Sales of Cat Food by Category: Volume 2011-2016
  • Table 23 Sales of Cat Food by Category: Value 2011-2016
  • Table 24 Sales of Cat Food by Category: % Volume Growth 2011-2016
  • Table 25 Sales of Cat Food by Category: % Value Growth 2011-2016
  • Table 26 Sales of Premium Cat Food by Category: Value 2011-2016
  • Table 27 Sales of Dry Cat Food by Life-Cycle: % Value 2011-2016
  • Table 28 Sales of Wet Cat Food by Life-Cycle: % Value 2011-2016
  • Table 29 NBO Company Shares of Cat Food: % Value 2011-2015
  • Table 30 LBN Brand Shares of Cat Food: % Value 2012-2015
  • Table 31 LBN Brand Shares of Cat Treats: % Value 2012-2015
  • Table 32 Forecast Sales of Cat Food by Category: Volume 2016-2021
  • Table 33 Forecast Sales of Cat Food by Category: Value 2016-2021
  • Table 34 Forecast Sales of Cat Food by Category: % Volume Growth 2016-2021
  • Table 35 Forecast Sales of Cat Food by Category: % Value Growth 2016-2021

Dog Food in the Netherlands - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 36 Dog Owning Households: % Analysis 2011-2016
  • Table 37 Dog Population 2011-2016
  • Table 38 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2011-2016

CATEGORY DATA

  • Summary 13 Dog Food by Price Band 2016
  • Table 39 Sales of Dog Food by Category: Volume 2011-2016
  • Table 40 Sales of Dog Food by Category: Value 2011-2016
  • Table 41 Sales of Dog Food by Category: % Volume Growth 2011-2016
  • Table 42 Sales of Dog Food by Category: % Value Growth 2011-2016
  • Table 43 Sales of Premium Dog Food by Category: Value 2011-2016
  • Table 44 Sales of Dry Dog Food by Life-Cycle: % Value 2011-2016
  • Table 45 Sales of Wet Dog Food by Life-Cycle: % Value 2011-2016
  • Table 46 NBO Company Shares of Dog Food: % Value 2011-2015
  • Table 47 LBN Brand Shares of Dog Food: % Value 2012-2015
  • Table 48 LBN Brand Shares of Dog Treats: % Value 2012-2015
  • Table 49 Forecast Sales of Dog Food by Category: Volume 2016-2021
  • Table 50 Forecast Sales of Dog Food by Category: Value 2016-2021
  • Table 51 Forecast Sales of Dog Food by Category: % Volume Growth 2016-2021
  • Table 52 Forecast Sales of Dog Food by Category: % Value Growth 2016-2021

Other Pet Food in the Netherlands - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 53 Other Pet Population 2011-2016

CATEGORY DATA

  • Table 54 Sales of Other Pet Food by Category: Volume 2011-2016
  • Table 55 Sales of Other Pet Food by Category: Value 2011-2016
  • Table 56 Sales of Other Pet Food by Category: % Volume Growth 2011-2016
  • Table 57 Sales of Other Pet Food by Category: % Value Growth 2011-2016
  • Table 58 LBN Brand Shares of Bird Food: % Value 2012-2015
  • Table 59 LBN Brand Shares of Fish Food: % Value 2012-2015
  • Table 60 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2012-2015
  • Table 61 Forecast Sales of Other Pet Food by Category: Volume 2016-2021
  • Table 62 Forecast Sales of Other Pet Food by Category: Value 2016-2021
  • Table 63 Forecast Sales of Other Pet Food by Category: % Volume Growth 2016-2021
  • Table 64 Forecast Sales of Other Pet Food by Category: % Value Growth 2016-2021

Pet Products in the Netherlands - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 65 Sales of Pet Products by Category: Value 2011-2016
  • Table 66 Sales of Pet Products by Category: % Value Growth 2011-2016
  • Table 67 Sales of Pet Healthcare by Type: % Value 2011-2016
  • Table 68 Sales of Other Pet Products by Type: % Value 2011-2016
  • Table 69 Forecast Sales of Pet Products by Category: Value 2016-2021
  • Table 70 Forecast Sales of Pet Products by Category: % Value Growth 2016-2021

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
                                  • Analysis by Type
                                  • Number of Vets
                                  • Pet Ownership
                                  • Pet Population
                                  • Prepared Gap
                                  • Pricing
                                  • Product by Life-Cycle
                                  • Products by Ingredient
                                  • Veterinary Clinics for Pets

                                  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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