Executive Summary

Jun 2019
PROSPECTS
Distribution diversification benefits niche premium brands

As in dog food, the premiumisation trend is driving growth in cat food. While premium cat food accounted for the highest share of retail value sales, the segment continued to register the fastest growth in 2019.

Grain-free, high-meat, locally-sourced and raw offerings appeal

Trends from dog food are being transferred into cat food, with growing interest in products that are positioned as grain-free, locally sourced, high in protein and/or containing natural ingredients. These niches are more limited in cat food than in dog food, where grain-free and raw food have gradually gained significant sales.

Convenience more important for cats than dogs, both in terms of distribution and format

Convenience remains a stronger trend within cat food than in dog food, with a higher share of sales being generated through modern grocery retailers as a result. Cats are more likely to be owned by busy consumers who appreciate the ease of buying cat food alongside regular grocery shops.

COMPETITIVE LANDSCAPE
Nestlé and Mars bank on premium innovation to offset competition

The two pet food giants Nestlé and Mars continue to lead sales of cat food due to their dominant position within the grocery retailers channel, which accounts for the majority of cat food sales. Nestlé has maintained its leadership by shifting to premium products, such as Purina ONE and Purina Gourmet, and engaging in frequent new flavour launches.

Felleskjøpet benefits from strength in home and garden specialist retailers

Home and garden specialist retailers is an important channel for cat food, with retailer Felleskjøpet benefiting from its strength in this channel and expanding its range of private label towards the end of the review period. Felleskjøpet’s position is stronger in dog food, which it led in 2018, but its mid-priced Matmons brand was ranked 9th in cat food.

Private label needs to become more sophisticated

Private label continues to perform poorly in cat food due to the strong premiumisation trend, with its overall share consistently declining in the review period. Cat owners are increasingly emphasising taste and high-quality ingredients.

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Cat Food in Norway

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Overview

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

The Cat Food in Norway 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 Norway?
  • What are the major brands in Norway?
  • 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.

Cat Food in Norway - Category analysis

HEADLINES

PROSPECTS

Distribution diversification benefits niche premium brands
Grain-free, high-meat, locally-sourced and raw offerings appeal
Convenience more important for cats than dogs, both in terms of distribution and format

COMPETITIVE LANDSCAPE

Nestlé and Mars bank on premium innovation to offset competition
Felleskjøpet benefits from strength in home and garden specialist retailers
Private label needs to become more sophisticated

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 Norway - Industry Overview

EXECUTIVE SUMMARY

Players seek to add value as pet population set to see only slow growth
Natural, healthy and indulgent products extend retail shelf space
Premium players increase pressure on leading brands and private label
Internet retailing sees growing retailer competition, with internationals challenging domestic online specialists
Quality and nutrition increasingly more important than price for many pet owners

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

DEFINITIONS

SOURCES

Summary 2 Research Sources