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Country Report

Dog Food in

Dog Food in Belgium

23 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

Dog population keeps declining

Despite increasing demand for smaller breeds, the dog population declined further in Belgium in 2017. This long-standing trend was due to increasing urbanisation and busier lifestyles: as fewer households have outside space where their dogs can live, owning dogs became more complex, especially medium and big breeds.

Polarisation in dry food

Dry dog food was polarised in 2017. Discounters put forward strong price promotions for its private label and gained sales at the expense of other private label lines such as those by Colruyt, Delhaize and Carrefour – these retailers, in fact, attempted to make their ranges more premium, but their attempts were unsuccessful.

Humanisation and super-premiumisation boost value sales

In 2017 traditional super-premium brands based on scientific research, such as Hill’s, Royal Canin and Purina Pro Plan, registered solid growth. However, the category saw the entry and development of new super-premium brands, such as Edgard & Cooper, ZiwiPeak and Yarrah.

COMPETITIVE LANDSCAPE

Premium companies forge ahead

With almost one third of value sales, Mars remained the leading dog food player in 2017. However, the company lost share due to strong competition from both super-premium brands and private label.

Pet shops and internet retailing steal ground from grocery retailers

The decline of traditional grocery retailers channels opened up the way for the development of pet shops, pet superstores and internet retailing. In 2017, competition between these two channels was fierce: internet retailing successfully managed to become the most popular channel for premium products, as it allowed customers lower prices than in pet shops and superstores.

New launches focus on organic/natural food

The success of super-premium brands in 2017 was accompanied by a significant wave of new launches focused on natural and organic food. This was the case of grain-free products such as Happy Dog Supreme Baby Grainfree and Purina Pro Plan Savor Grain free.

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Samples

Dog Food Market Sample Report Dog 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 Dog Food industry in Belgium 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 Dog Food industry in Belgium, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dog Food in Belgium 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 Dog Food in Belgium?
What are the major brands in Belgium?
How fast are consumers trading up to prepared dog food?
How have pet specialists fared in recent 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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Dog Food in Belgium - Category analysis

HEADLINES

PROSPECTS

Dog population keeps declining

Polarisation in dry food

Humanisation and super-premiumisation boost value sales

COMPETITIVE LANDSCAPE

Premium companies forge ahead

Pet shops and internet retailing steal ground from grocery retailers

New launches focus on organic/natural food

CATEGORY INDICATORS

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

CATEGORY DATA

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

Pet Care in Belgium - Industry Overview

EXECUTIVE SUMMARY

Pet care records solid value sales performance

Science battles emotion in the marketing of pet food

Premiumisation hits companies mostly present in grocery retailing

Internet retailing and pet shops grow, while grocery retailers declines

Pet care expected to see solid value growth

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

Dog Food in Belgium

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Dog population keeps declining

Polarisation in dry food

Humanisation and super-premiumisation boost value sales

COMPETITIVE LANDSCAPE

Premium companies forge ahead

Pet shops and internet retailing steal ground from grocery retailers

New launches focus on organic/natural food

Samples

Overview

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Samples: FAQs about samples

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Table of Contents

Dog Food in Belgium - Category analysis

HEADLINES

PROSPECTS

Dog population keeps declining

Polarisation in dry food

Humanisation and super-premiumisation boost value sales

COMPETITIVE LANDSCAPE

Premium companies forge ahead

Pet shops and internet retailing steal ground from grocery retailers

New launches focus on organic/natural food

CATEGORY INDICATORS

CATEGORY DATA

Pet Care in Belgium - Industry Overview

EXECUTIVE SUMMARY

Pet care records solid value sales performance

Science battles emotion in the marketing of pet food

Premiumisation hits companies mostly present in grocery retailing

Internet retailing and pet shops grow, while grocery retailers declines

Pet care expected to see solid value growth

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

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