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Country Report

Cat Food in

Cat Food in Germany

May 2020

US$990

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Executive Summary

New Report Guarantee

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

Recovery for wet cat food value sales supported by pet superstores

Wet cat food current value sales are predicted to continue seeing a recovery in 2020, following the trend seen in 2019. This will occur despite continued decline being expected in volume terms in 2020.

Rise of natural products and those targeting specific health and dietary needs

The rising proportion of cat food sales through pet superstores and pet shops in the review period has been fuelled by these stores offering a widening range of products targeting specific health needs and addressing allergies. These outlets have notably seen a strong performance for grain-free ranges, as well as products offering more natural ingredients, including organic variants.

Cat treats benefit from new products successfully integrated into cats’ diets

Cat treats sales have benefited from new product development that succeeded in increasing the acceptance of these products by cats as part of their diet. According to industry sources, recently launched variants have reached acceptance rates among cats of up to 90%.

COMPETITIVE LANDSCAPE

Masterfoods and Nestlé Purina maintain lead despite growing competition

Masterfoods’ position as the largest player in cat food remained undisputed in 2019, with its share seeing only slight erosion despite intense competition from premium private label ranges. While Masterfoods remains strong in cat treats with Whiskas and Dreamies, the company however lost the lead in this area to Vitakraft in 2019, indicating the impact of growing competition.

Vitakraft make gains in cat treats and wet cat food

The third largest branded cat food player in 2019, Vitakraft, strongly benefited from cat treats’ growth, as the leading player in the category. Vitakraft also continued to boost its share of cat treats thanks to successful new product launches, notably the Premium Filet range containing a high protein content and the Triggles range.

Private label from pet specialist retailers make gains

Among private label, the dominance of the pet superstores Fressnapf was supported in 2019 by its wide assortment of products across all price bands, including economy range fit+fun and the premium Select Gold range. E-commerce pet specialist retailer Zooplus also focused on offering a wide range of premium private label options, notably the grain-free range Wild Freedom.

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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

Recovery for wet cat food value sales supported by pet superstores

Rise of natural products and those targeting specific health and dietary needs

Cat treats benefit from new products successfully integrated into cats’ diets

COMPETITIVE LANDSCAPE

Masterfoods and Nestlé Purina maintain lead despite growing competition

Vitakraft make gains in cat treats and wet cat food

Private label from pet specialist retailers make gains

CATEGORY INDICATORS

Table 1 Cat Owning Households: % Analysis 2015-2020
Table 2 Cat Population 2015-2020
Table 3 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2015-2020

CATEGORY DATA

Summary 1 Cat Food by Price Band 2020
Table 4 Sales of Cat Food by Category: Volume 2015-2020
Table 5 Sales of Cat Food by Category: Value 2015-2020
Table 6 Sales of Cat Food by Category: % Volume Growth 2015-2020
Table 7 Sales of Cat Food by Category: % Value Growth 2015-2020
Table 8 Sales of Dry Cat Food by Life-Cycle: % Value 2015-2020
Table 9 Sales of Wet Cat Food by Life-Cycle: % Value 2015-2020
Table 10 NBO Company Shares of Cat Food: % Value 2015-2019
Table 11 LBN Brand Shares of Cat Food: % Value 2016-2019
Table 12 LBN Brand Shares of Cat Treats: % Value 2016-2019
Table 13 Distribution of Cat Food by Format: % Value 2015-2020
Table 14 Forecast Sales of Cat Food by Category: Volume 2020-2025
Table 15 Forecast Sales of Cat Food by Category: Value 2020-2025
Table 16 Forecast Sales of Cat Food by Category: % Volume Growth 2020-2025
Table 17 Forecast Sales of Cat Food by Category: % Value Growth 2020-2025

Pet Care in Germany - Industry Overview

EXECUTIVE SUMMARY

Natural ingredients, clean label and free-from recipes drives pet food growth

BARF and high meat content recipes gain traction, while sustainability concerns rise

Masterfoods and Nestlé Purina face intense pressure from premium brands and private label

E-commerce and pet specialists gain over grocery retail channels

More specific product ranges expected to further boost premiumisation

MARKET INDICATORS

Table 18 Pet Populations 2015-2020

MARKET DATA

Table 19 Sales of Pet Food by Category: Volume 2015-2020
Table 20 Sales of Pet Care by Category: Value 2015-2020
Table 21 Sales of Pet Food by Category: % Volume Growth 2015-2020
Table 22 Sales of Pet Care by Category: % Value Growth 2015-2020
Table 23 NBO Company Shares of Pet Food: % Value 2015-2019
Table 24 LBN Brand Shares of Pet Food: % Value 2016-2019
Table 25 NBO Company Shares of Dog and Cat Food: % Value 2015-2019
Table 26 LBN Brand Shares of Dog and Cat Food: % Value 2016-2019
Table 27 Penetration of Private Label in Pet Care by Category: % Value 2015-2020
Table 28 Distribution of Pet Care by Format: % Value 2015-2020
Table 29 Distribution of Pet Care by Format and Category: % Value 2020
Table 30 Distribution of Dog and Cat Food by Format: % Value 2015-2020
Table 31 Distribution of Dog and Cat Food by Format and Category: % Value 2020
Table 32 Forecast Sales of Pet Food by Category: Volume 2020-2025
Table 33 Forecast Sales of Pet Care by Category: Value 2020-2025
Table 34 Forecast Sales of Pet Food by Category: % Volume Growth 2020-2025
Table 35 Forecast Sales of Pet Care by Category: % Value Growth 2020-2025

Megatrends

Country Report

Cat Food in Germany

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Executive Summary

New Report Guarantee

PROSPECTS

Recovery for wet cat food value sales supported by pet superstores

Rise of natural products and those targeting specific health and dietary needs

Cat treats benefit from new products successfully integrated into cats’ diets

COMPETITIVE LANDSCAPE

Masterfoods and Nestlé Purina maintain lead despite growing competition

Vitakraft make gains in cat treats and wet cat food

Private label from pet specialist retailers make gains

Samples

Overview

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Table of Contents

Cat Food in Germany - Category analysis

HEADLINES

PROSPECTS

Recovery for wet cat food value sales supported by pet superstores

Rise of natural products and those targeting specific health and dietary needs

Cat treats benefit from new products successfully integrated into cats’ diets

COMPETITIVE LANDSCAPE

Masterfoods and Nestlé Purina maintain lead despite growing competition

Vitakraft make gains in cat treats and wet cat food

Private label from pet specialist retailers make gains

CATEGORY INDICATORS

CATEGORY DATA

Pet Care in Germany - Industry Overview

EXECUTIVE SUMMARY

Natural ingredients, clean label and free-from recipes drives pet food growth

BARF and high meat content recipes gain traction, while sustainability concerns rise

Masterfoods and Nestlé Purina face intense pressure from premium brands and private label

E-commerce and pet specialists gain over grocery retail channels

More specific product ranges expected to further boost premiumisation

MARKET INDICATORS

MARKET DATA

CORONAVIRUS (COVID-19)

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