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Country Report

Cat Food in

Cat Food in Germany

May 2019

US$990

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Volume growth limited by a fairly stable cat population but value growth supported by premiumisation

Volume growth in cat food continued to be hampered by the relatively stable cat population in Germany in 2019. However, value growth is being supported by premiumisation.

Growing popularity of grain-free cat food

In wet cat food, grain-free offerings posted double-digit growth in 2018 according to trade sources, and are estimated to have accounted for close to half of the category’s value sales. In early 2018, the Purina Beyond range was extended into dry cat food, with the line offering three grain-free variants marketed as “rich in beef/chicken/salmon” to meet growing demand for natural products, while also offering high-quality protein to give cats more energy over a longer period of time when compared to less complex carbohydrates.

Dry cat food outperforms wet cat food but cat treats the most dynamic category overall

Dry cat food continued to outperform wet cat food in both volume and current value terms in 2019. Dry cat food benefits from being seen as more convenient and is also more often accepted and tolerated by cats.

COMPETITIVE LANDSCAPE

Masterfoods remains the leading brand manufacturer

With a wide selection of popular brands and product ranges across the price spectrum, Masterfoods remained the leading brand manufacturer in cat food in 2018. However, its biggest brand, Whiskas, is increasingly being challenged by Nestlé’s Purina Felix and Purina Gourmet.

Private label continues to lead cat food overall

Private label continued to lead cat food overall in 2018, indeed further growing its value share by half a percentage point. The share of private label was boosted by premium ranges, notably those from the chained pet superstore Fressnapf and the internet retailer Zooplus.

Building on the bond between a cat and their owner

Given the strength of private label, manufacturers have to differentiate themselves by premium positioning and marketing – typically by appealing to cat owners’ attachment to their cat, adding value through sentiment and blurring the boundary between what the owner values and what the owner thinks their cat wants.

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Cat Food Market Sample Report Cat Food Market Sample Data

Overview

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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Cat Food 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 Cat Food industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Cat Food 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 Cat Food in Germany?
What are the major brands in Germany?
How fast are consumers trading up to prepared cat food?
How have pet specialists fared in recent years?
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.

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Cat Food in Germany - Category analysis

HEADLINES

PROSPECTS

Volume growth limited by a fairly stable cat population but value growth supported by premiumisation

Growing popularity of grain-free cat food

Dry cat food outperforms wet cat food but cat treats the most dynamic category overall

COMPETITIVE LANDSCAPE

Masterfoods remains the leading brand manufacturer

Private label continues to lead cat food overall

Building on the bond between a cat and their owner

CATEGORY INDICATORS

Table 1 Cat Owning Households: % Analysis 2014-2019
Table 2 Cat Population 2014-2019
Table 3 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2014-2019

CATEGORY DATA

Summary 1 Cat Food by Price Band
Table 4 Sales of Cat Food by Category: Volume 2014-2019
Table 5 Sales of Cat Food by Category: Value 2014-2019
Table 6 Sales of Cat Food by Category: % Volume Growth 2014-2019
Table 7 Sales of Cat Food by Category: % Value Growth 2014-2019
Table 8 Sales of Dry Cat Food by Life-Cycle: % Value 2014-2018
Table 9 Sales of Wet Cat Food by Life-Cycle: % Value 2014-2018
Table 10 NBO Company Shares of Cat Food: % Value 2014-2018
Table 11 LBN Brand Shares of Cat Food: % Value 2015-2018
Table 12 LBN Brand Shares of Cat Treats: % Value 2015-2018
Table 13 Distribution of Cat Food by Format: % Value 2014-2019
Table 14 Forecast Sales of Cat Food by Category: Volume 2019-2024
Table 15 Forecast Sales of Cat Food by Category: Value 2019-2024
Table 16 Forecast Sales of Cat Food by Category: % Volume Growth 2019-2024
Table 17 Forecast Sales of Cat Food by Category: % Value Growth 2019-2024

Pet Care in Germany - Industry Overview

EXECUTIVE SUMMARY

Rising demand for smaller dog breeds and premiumisation drive growth in 2019

German consumers paying increasing attention to natural ingredients

Growth of pet superstores and leading grocery retailers drives gains for private label

Internet retailing continues to gain ground; Zooplus and Amazon command a growing influence

Natural products and product segmentation by age and breed to stimulate future growth

MARKET INDICATORS

Table 18 Pet Populations 2014-2019

MARKET DATA

Table 19 Sales of Pet Food by Category: Volume 2014-2019
Table 20 Sales of Pet Care by Category: Value 2014-2019
Table 21 Sales of Pet Food by Category: % Volume Growth 2014-2019
Table 22 Sales of Pet Care by Category: % Value Growth 2014-2019
Table 23 NBO Company Shares of Pet Food: % Value 2014-2018
Table 24 LBN Brand Shares of Pet Food: % Value 2015-2018
Table 25 NBO Company Shares of Dog and Cat Food: % Value 2014-2018
Table 26 LBN Brand Shares of Dog and Cat Food: % Value 2015-2018
Table 27 Penetration of Private Label in Pet Care by Category: % Value 2014-2019
Table 28 Distribution of Pet Care by Format: % Value 2014-2019
Table 29 Distribution of Pet Care by Format and Category: % Value 2019
Table 30 Distribution of Dog and Cat Food by Format: % Value 2014-2019
Table 31 Distribution of Dog and Cat Food by Format and Category: % Value 2019
Table 32 Forecast Sales of Pet Food by Category: Volume 2019-2024
Table 33 Forecast Sales of Pet Care by Category: Value 2019-2024
Table 34 Forecast Sales of Pet Food by Category: % Volume Growth 2019-2024
Table 35 Forecast Sales of Pet Care by Category: % Value Growth 2019-2024

Megatrends

Country Report

Cat Food in Germany

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Executive Summary

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PROSPECTS

Volume growth limited by a fairly stable cat population but value growth supported by premiumisation

Growing popularity of grain-free cat food

Dry cat food outperforms wet cat food but cat treats the most dynamic category overall

COMPETITIVE LANDSCAPE

Masterfoods remains the leading brand manufacturer

Private label continues to lead cat food overall

Building on the bond between a cat and their owner

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Overview

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Table of Contents

Cat Food in Germany - Category analysis

HEADLINES

PROSPECTS

Volume growth limited by a fairly stable cat population but value growth supported by premiumisation

Growing popularity of grain-free cat food

Dry cat food outperforms wet cat food but cat treats the most dynamic category overall

COMPETITIVE LANDSCAPE

Masterfoods remains the leading brand manufacturer

Private label continues to lead cat food overall

Building on the bond between a cat and their owner

CATEGORY INDICATORS

CATEGORY DATA

Pet Care in Germany - Industry Overview

EXECUTIVE SUMMARY

Rising demand for smaller dog breeds and premiumisation drive growth in 2019

German consumers paying increasing attention to natural ingredients

Growth of pet superstores and leading grocery retailers drives gains for private label

Internet retailing continues to gain ground; Zooplus and Amazon command a growing influence

Natural products and product segmentation by age and breed to stimulate future growth

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

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