Positive growth is expected in 2013 despite the recession
Volume and current value sales of pet care in the Netherlands are expected to continue to grow in 2013 boosted by a large pet population base, coupled with a shift in demand towards value-added and functional products. The humanisation trend also affected the Dutch market, as pet owners were willing to spend more on formulas or products that provided the best care for their animals. Nonetheless, the lingering influence of economic recession is generating more pressure on prices as the retail market is becoming more competitive. Retailers fight to attract traffic to their stores by pursuing more frequent price and volume promotions, putting average unit prices under pressure. As a result, pet care’s current value growth is expected to trail its volume growth in 2013.
Premiumisation through therapeutic formulas and demand for natural ingredients
Strong value sales of cat and dog food were mainly driven by premium products going into 2013. The promotion of therapeutic formulas that aim to enhance health levels is helping boost sales despite the continued economic woes of the country. Dutch pet owners are showing a positive attitude towards purchasing dog and cat food formulas adapted to the age or life condition of their pet, including products that provide a solution to increasingly common ailments such as joints, problems of the urinary system or obesity.
Meanwhile, mimicking the trend in packaged food, Dutch pet owners are more than ever demanding natural ingredients and also have an interest in knowing the origin of the ingredients in the products consumed by their pets. A clear trend moving into 2013 in pet food is the growing demand for natural ingredients and formulas with less artificial contents. Premium products continue to register positive growth but formulas in mid-priced and economy dog and cat food are also meeting this trend, aiming to attract consumers based on quality and the use of natural products.
Private label thrives amidst dominance of multinationals
Global giants Nestlé Purina Petcare Nederland and Mars Nederland BV are clear leaders of pet care in the Netherlands. However, both manufacturers lost retail value share in 2012, with intensified competition from private label. Triggered by consumers being more careful with what they spend and retailers responding to this trend, private label gained retail value share. Private label grew throughout the review period, being more competitive in terms of quality and winning more consumers on price.
The outlook for pet care is still positive despite economic uncertainties
While the economic situation in the Netherlands is expected to remain challenging in the forecast period, the pet care category is one of those that will be less affected by the economic climate, with further constant value and volume growth predicted up to and in 2018. Dutch consumers will continue spending carefully, but the desire to purchase higher quality products will translate into a sustained demand as they purchase the best for their pets. Manufacturers will work to introduce and increase penetration of products in other pet care and pet healthcare, benefiting from the health and wellness trend and the pet owners to increase their animals’ quality of life.
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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?
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This industry report originates from Passport, our Pet Care market research database.