During times of uncertainty, consumers tend to exhibit polarising behaviour – either opting for the cheapest or most expensive options. Thus, despite the economic instability caused by the pandemic, premiumisation will continue to gain momentum in dog treats in 2021, with owners who can afford it, increasingly willing to spend more on treats for their animals.
In alignment with the spending polarisation trend, private label continued to gain sales and share in 2020. Consumers who were hard hit by the economic impact of the COVID-19 pandemic, opted for cheaper private label brands to save money.
Products in dog food are increasingly following trends from human nutrition. For example, as consumers are becoming more concerned about the origin and naturalness of the food they consume, they are becoming more concerned about the origin and naturalness of their dog’s food.
As small dogs increasingly gain a greater share of the domestic dog population (small dogs breeds already occupy the top 5 breeds in Belgium), premium wet and dry dog food will continue to grow strongly. Smaller dogs eat a smaller quantity of food, which will negatively affect volume sales.
Over the forecast period, innovations around healthier and human-diet-influenced dog food is expected to emerge and expand. This is in line with the humanisation trend which encourages people to treat their pets with some of the same trends that appear in the human diet - for example variety at meals times and special treats as snacks.
As well as changes in the products themselves, there is likely to be some change in the way that players and retailers offer their goods. Despite many consumers choosing to buy in pet shops or in modern grocery retailers (allowing consumers to purchase dog food at the same time as their own groceries), e-commerce is expected to gain share.
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Understand the latest market trends and future growth opportunities for the Dog Food industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Dog Food research and analysis database.
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