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Country Report

Cat Food in

Cat Food in Germany

24 pages, May 2018

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

The cat population and sales of cat food develop parallel to dogs and dog food

Cat food in Germany has been impacted by similar factors and trends as dog food. The German cat population has kept growing gradually, although at a slowing pace, whilst family cats, especially indoor cats, are tending to get older on average.

Segmentation, diversification and functionality drive growth, especially in cat treats

The largest variety in terms of formats, consistencies and even functionality can be found within cat treats. Manufacturers specifically market these features, presenting consumers with ideas for snacking opportunities in advertisements and on packaging.

Demand for more “natural” feeding impacts different types of cat nutrition

Even though many consumers have switched to mixed feeding by combining wet and dry food in order to create a more balanced diet, actual mixers were still uncommon in Germany in 2017. Most soups, creams or other liquids are meant to be fed as a full meal or treat, and even crispy treats are usually fed as snacks rather than mixers.

COMPETITIVE LANDSCAPE

A wide selection, innovative products and catering to consumer demands

With a large selection of popular brands and product lines across various price ranges and product types, Masterfoods maintained its lead in cat food in Germany in 2017. Brands such as Whiskas, Royal Canin and Sheba have a high level of recognition and a good reputation amongst Germans.

Cats are considered family – successful company strategies utilise this

The humanisation of products, packaging and communications plays a major role in the success of many companies within cat food. Various new product launches included flavours that might sound appealing to humans, such as Kitty’s Cream with roasted chicken flavour or Catz finefood chicken and lamb fillet.

Trends in cat food come and go

BARF and other developments in cat food, such as vegan or vegetarian options, or even the addition of superfoods, have lost some of their original appeal, as maintaining a healthy and balanced diet for cats is far more difficult using these methods. Whilst BARF is expected to continue growing at a low level over the forecast period, other short-term influences are expected to subside further or be replaced by new trends, such as the use of mono-proteins, as many products remain interchangeable in terms of quality and added-value.

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Samples

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

The cat population and sales of cat food develop parallel to dogs and dog food

Segmentation, diversification and functionality drive growth, especially in cat treats

Demand for more “natural” feeding impacts different types of cat nutrition

COMPETITIVE LANDSCAPE

A wide selection, innovative products and catering to consumer demands

Cats are considered family – successful company strategies utilise this

Trends in cat food come and go

CATEGORY INDICATORS

Table 1 Cat Owning Households: % Analysis 2013-2018
Table 2 Cat Population 2013-2018
Table 3 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2013-2018

CATEGORY DATA

Summary 1 Cat Food by Price Band 2018
Table 4 Sales of Cat Food by Category: Volume 2013-2018
Table 5 Sales of Cat Food by Category: Value 2013-2018
Table 6 Sales of Cat Food by Category: % Volume Growth 2013-2018
Table 7 Sales of Cat Food by Category: % Value Growth 2013-2018
Table 8 Sales of Premium Cat Food by Category: Value 2013-2018
Table 9 Sales of Premium Cat Food by Category: % Value Growth 2013-2018
Table 10 Sales of Dry Cat Food by Life-Cycle: % Value 2013-2018
Table 11 Sales of Wet Cat Food by Life-Cycle: % Value 2013-2018
Table 12 NBO Company Shares of Cat Food: % Value 2013-2017
Table 13 LBN Brand Shares of Cat Food: % Value 2014-2017
Table 14 LBN Brand Shares of Cat Treats: % Value 2014-2017
Table 15 Forecast Sales of Cat Food by Category: Volume 2018-2023
Table 16 Forecast Sales of Cat Food by Category: Value 2018-2023
Table 17 Forecast Sales of Cat Food by Category: % Volume Growth 2018-2023
Table 18 Forecast Sales of Cat Food by Category: % Value Growth 2018-2023

Pet Care in Germany - Industry Overview

EXECUTIVE SUMMARY

Anthropomorphism and premiumisation define pet care in Germany

Emphasising naturalness in products and features supports growth

The growing selection and quality of private label intensifies the competition

Pet superstores sees strong growth

Value growth is set to slow due to the stagnant customer base and maturity

MARKET INDICATORS

Table 19 Pet Populations 2013-2018

MARKET DATA

Table 20 Sales of Pet Food by Category: Volume 2013-2018
Table 21 Sales of Pet Care by Category: Value 2013-2018
Table 22 Sales of Pet Food by Category: % Volume Growth 2013-2018
Table 23 Sales of Pet Care by Category: % Value Growth 2013-2018
Table 24 NBO Company Shares of Pet Food: % Value 2013-2017
Table 25 LBN Brand Shares of Pet Food: % Value 2014-2017
Table 26 NBO Company Shares of Dog and Cat Food: % Value 2013-2017
Table 27 LBN Brand Shares of Dog and Cat Food: % Value 2014-2017
Table 28 Penetration of Private Label in Pet Care by Category: % Value 2013-2017
Table 29 Distribution of Pet Care by Format: % Value 2013-2018
Table 30 Distribution of Pet Care by Format and Category: % Value 2018
Table 31 Distribution of Dog and Cat Food by Format: % Value 2013-2018
Table 32 Distribution of Dog and Cat Food by Format and Category: % Value 2018
Table 33 Forecast Sales of Pet Food by Category: Volume 2018-2023
Table 34 Forecast Sales of Pet Care by Category: Value 2018-2023
Table 35 Forecast Sales of Pet Food by Category: % Volume Growth 2018-2023
Table 36 Forecast Sales of Pet Care by Category: % Value Growth 2018-2023

Megatrends

Country Report

Cat Food in Germany

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Executive Summary

New Report Guarantee

PROSPECTS

The cat population and sales of cat food develop parallel to dogs and dog food

Segmentation, diversification and functionality drive growth, especially in cat treats

Demand for more “natural” feeding impacts different types of cat nutrition

COMPETITIVE LANDSCAPE

A wide selection, innovative products and catering to consumer demands

Cats are considered family – successful company strategies utilise this

Trends in cat food come and go

Samples

Overview

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Samples: FAQs about samples

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Table of Contents

Cat Food in Germany - Category analysis

HEADLINES

PROSPECTS

The cat population and sales of cat food develop parallel to dogs and dog food

Segmentation, diversification and functionality drive growth, especially in cat treats

Demand for more “natural” feeding impacts different types of cat nutrition

COMPETITIVE LANDSCAPE

A wide selection, innovative products and catering to consumer demands

Cats are considered family – successful company strategies utilise this

Trends in cat food come and go

CATEGORY INDICATORS

CATEGORY DATA

Pet Care in Germany - Industry Overview

EXECUTIVE SUMMARY

Anthropomorphism and premiumisation define pet care in Germany

Emphasising naturalness in products and features supports growth

The growing selection and quality of private label intensifies the competition

Pet superstores sees strong growth

Value growth is set to slow due to the stagnant customer base and maturity

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

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