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Country Report

Cat Food in

Cat Food in the Netherlands

24 pages, Jun 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

Raising unit prices crucial for value growth in light of weaker volume levels

Enduring another year of population decline, cat food nonetheless managed to post moderate value growth in 2017 as higher unit prices sufficiently offset the loss incurred in volume sales. This scenario is expected to remain in place over the course of the forecast period as the negative population trend shows no sign of reversal in the short term and manufacturers and retailers continuously seek to diversify their strategies to maintain profitability.

Urbanisation the main factor in cat population decline

The cat population, which has consistently fallen over the past decade, will keep declining in the years ahead, although future drops will be less steep compared to the review period. Urbanisation is the dominant factor here.

Upmarket grocery retailers offer opportunities for premium brands

Grocery retailers, especially supermarkets, will remain the preferred channel for cat food. This can be attributed to the predominantly urban character of cat ownership, for which the dense outlet networks operated in Dutch cities by chains such as Albert Heijn offer a natural fit.

COMPETITIVE LANDSCAPE

Multinational giant Nestlé thrives on familiarity with Purina brand

Cat food is expected to continue to be dominated by two leading players in the coming years: Nestlé Purina Petcare Nederland and Mars Nederland, which jointly account for half the value sales. Nestlé relies strongly on consumers’ familiarity with the Purina brand, which is currently amongst the top 30 most valuable grocery brands in the Netherlands.

Close competitor Mars focusses on highly successful Whiskas and Kitekat

Runner-up Mars Nederland, by contrast, pursues a different strategy, operating several successful brands alongside each other. With Whiskas and Kitekat, the company has two of the most recognised brands in the mid-price segment (besides the lesser known Perfect Fit).

Private label falters as promotional pressures ease

With the national economy’s recovery from the lull between 2012 and 2014, momentum has shifted back from private label to named brands. The private label share in cat food has been falling since 2014 and will remain subdued, as disposable incomes are expected to keep rising.

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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 Netherlands 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 Netherlands, our research will save you time and money while empowering you to make informed, profitable decisions.

The Cat Food 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 Cat Food in Netherlands?
What are the major brands in Netherlands?
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 the Netherlands - Category analysis

HEADLINES

PROSPECTS

Raising unit prices crucial for value growth in light of weaker volume levels

Urbanisation the main factor in cat population decline

Upmarket grocery retailers offer opportunities for premium brands

COMPETITIVE LANDSCAPE

Multinational giant Nestlé thrives on familiarity with Purina brand

Close competitor Mars focusses on highly successful Whiskas and Kitekat

Private label falters as promotional pressures ease

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 the Netherlands - Industry Overview

EXECUTIVE SUMMARY

Moderate value growth despite struggling volume sales

Products make more specific added-value claims

Large multinationals continue to dominate, with private label the main challenger

Grocery retailers and pet specialists remain the most important channels

Positive forecast period outlook for value sales

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 the Netherlands

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Executive Summary

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PROSPECTS

Raising unit prices crucial for value growth in light of weaker volume levels

Urbanisation the main factor in cat population decline

Upmarket grocery retailers offer opportunities for premium brands

COMPETITIVE LANDSCAPE

Multinational giant Nestlé thrives on familiarity with Purina brand

Close competitor Mars focusses on highly successful Whiskas and Kitekat

Private label falters as promotional pressures ease

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Overview

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Table of Contents

Cat Food in the Netherlands - Category analysis

HEADLINES

PROSPECTS

Raising unit prices crucial for value growth in light of weaker volume levels

Urbanisation the main factor in cat population decline

Upmarket grocery retailers offer opportunities for premium brands

COMPETITIVE LANDSCAPE

Multinational giant Nestlé thrives on familiarity with Purina brand

Close competitor Mars focusses on highly successful Whiskas and Kitekat

Private label falters as promotional pressures ease

CATEGORY INDICATORS

CATEGORY DATA

Pet Care in the Netherlands - Industry Overview

EXECUTIVE SUMMARY

Moderate value growth despite struggling volume sales

Products make more specific added-value claims

Large multinationals continue to dominate, with private label the main challenger

Grocery retailers and pet specialists remain the most important channels

Positive forecast period outlook for value sales

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

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