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Country Report

Dog Food in

Dog Food in Denmark

May 2020

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

Humanisation, quest for healthier dog food driving value sales growth

The preferences of dog owners continue to be shaped by the pet humanisation trend. In particular, dog owners are increasingly seeking healthier food for their pets.

Demand for premium dry dog food rises in line with growing popularity of premium wet food

In terms of value sales, dry dog food continues to dominate the dog food category in 2020, and that is not expected to change significantly over the forecast period. When untapped market potential is considered in a mature dog food market such as Denmark, companies are intent not on attracting more customers, but rather on transforming existing consumption patterns; in this instance, many companies are now focusing on promoting their wet dog food ranges.

Premiumisation drives growth of healthy dog treats

Danish consumers are very aware of the importance of good nutrition in their own diets, and this awareness of the benefits of nutritious eating habits has shaped their preferences for dog food. As a result, demand for premium, healthy dog food has grown in recent years and continues to grow in 2020, supported by rising disposable incomes and the premiumisation trend which encourages pet owners to pay more for healthier prepared food rather than relying on feeding their dogs food scraps.

COMPETITIVE LANDSCAPE

Competition ramps up as new players enter the fray and as established brands fight back against scandal reports

As in recent years, there were no significant changes in the competitive landscape in dog food in 2019, although as a result of the premiumisation trend niche players captured additional value share. Mars Danmark held the largest value share, by far, and remained the category leader in 2019, a position it has held throughout the review period thanks to the power of its corporate umbrella.

Dry dog food players employ various strategies to reignite slowing value sales growth

In contrast to preferences in neighbouring countries, dry dog food has been and continues to be more popular than wet dog food in Denmark. But dry dog food value sales growth rates are slowing, prompting players to develop new strategies to reignite sales growth.

Race to serve price-conscious consumers intensified by growth of e-commerce, private label ranges

While modern grocery retailers and pet shops remain the distribution leaders in dog food in 2019, e-commerce holds a comparatively high distribution share and that share is anticipated to grow robustly over the forecast period. Much of the shift to e-commerce stems from the low prices for dog food consumers can find online, in many cases significantly lower prices than those offered in many brick-and-mortar pet outlets.

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

The Dog Food in Denmark 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 Denmark?
What are the major brands in Denmark?
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 Denmark - Category analysis

HEADLINES

PROSPECTS

Humanisation, quest for healthier dog food driving value sales growth

Demand for premium dry dog food rises in line with growing popularity of premium wet food

Premiumisation drives growth of healthy dog treats

COMPETITIVE LANDSCAPE

Competition ramps up as new players enter the fray and as established brands fight back against scandal reports

Dry dog food players employ various strategies to reignite slowing value sales growth

Race to serve price-conscious consumers intensified by growth of e-commerce, private label ranges

CATEGORY INDICATORS

Table 1 Dog Owning Households: % Analysis 2015-2020
Table 2 Dog Population 2015-2020
Table 3 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2015-2020

CATEGORY DATA

Summary 1 Dog Food by Price Band 2020
Table 4 Sales of Dog Food by Category: Volume 2015-2020
Table 5 Sales of Dog Food by Category: Value 2015-2020
Table 6 Sales of Dog Food by Category: % Volume Growth 2015-2020
Table 7 Sales of Dog Food by Category: % Value Growth 2015-2020
Table 8 Sales of Dry Dog Food by Life-Cycle: % Value 2015-2020
Table 9 Sales of Wet Dog Food by Life-Cycle: % Value 2015-2020
Table 10 NBO Company Shares of Dog Food: % Value 2015-2019
Table 11 LBN Brand Shares of Dog Food: % Value 2016-2019
Table 12 LBN Brand Shares of Dog Treats: % Value 2016-2019
Table 13 Distribution of Dog Food by Format: % Value 2015-2020
Table 14 Forecast Sales of Dog Food by Category: Volume 2020-2025
Table 15 Forecast Sales of Dog Food by Category: Value 2020-2025
Table 16 Forecast Sales of Dog Food by Category: % Volume Growth 2020-2025
Table 17 Forecast Sales of Dog Food by Category: % Value Growth 2020-2025

Pet Care in Denmark - Industry Overview

EXECUTIVE SUMMARY

Pet care value sales continue to rise, boosted by humanisation, changes in pet populations

Changes in demographics, living conditions, driving trends in pet care

Despite premiumisation, consumers still value affordable private label options

Brick-and-mortar outlets face growing competition from e-commerce

Despite slow increases/declines in pet populations, moderate value sales growth projected for pet care

MARKET INDICATORS

MARKET DATA

CORONAVIRUS (COVID-19)

DEFINITIONS

SOURCES

Pet Care in Denmark - Industry Overview

EXECUTIVE SUMMARY

Pet care value sales continue to rise, boosted by humanisation, changes in pet populations

Changes in demographics, living conditions, driving trends in pet care

Despite premiumisation, consumers still value affordable private label options

Brick-and-mortar outlets face growing competition from e-commerce

Despite slow increases/declines in pet populations, moderate value sales growth projected for pet care

MARKET INDICATORS

Table 18 Pet Populations 2015-2020

MARKET DATA

Table 19 Sales of Pet Food by Category: Volume 2015-2020
Table 20 Sales of Pet Care by Category: Value 2015-2020
Table 21 Sales of Pet Food by Category: % Volume Growth 2015-2020
Table 22 Sales of Pet Care by Category: % Value Growth 2015-2020
Table 23 NBO Company Shares of Pet Food: % Value 2015-2019
Table 24 LBN Brand Shares of Pet Food: % Value 2016-2019
Table 25 NBO Company Shares of Dog and Cat Food: % Value 2015-2019
Table 26 LBN Brand Shares of Dog and Cat Food: % Value 2016-2019
Table 27 Penetration of Private Label in Pet Care by Category: % Value 2015-2020
Table 28 Distribution of Pet Care by Format: % Value 2015-2020
Table 29 Distribution of Pet Care by Format and Category: % Value 2020
Table 30 Distribution of Dog and Cat Food by Format: % Value 2015-2020
Table 31 Distribution of Dog and Cat Food by Format and Category: % Value 2020
Table 32 Forecast Sales of Pet Food by Category: Volume 2020-2025
Table 33 Forecast Sales of Pet Care by Category: Value 2020-2025
Table 34 Forecast Sales of Pet Food by Category: % Volume Growth 2020-2025
Table 35 Forecast Sales of Pet Care by Category: % Value Growth 2020-2025

Megatrends

Country Report

Dog Food in Denmark

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Humanisation, quest for healthier dog food driving value sales growth

Demand for premium dry dog food rises in line with growing popularity of premium wet food

Premiumisation drives growth of healthy dog treats

COMPETITIVE LANDSCAPE

Competition ramps up as new players enter the fray and as established brands fight back against scandal reports

Dry dog food players employ various strategies to reignite slowing value sales growth

Race to serve price-conscious consumers intensified by growth of e-commerce, private label ranges

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Overview

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Samples: FAQs about samples

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Table of Contents

Dog Food in Denmark - Category analysis

HEADLINES

PROSPECTS

Humanisation, quest for healthier dog food driving value sales growth

Demand for premium dry dog food rises in line with growing popularity of premium wet food

Premiumisation drives growth of healthy dog treats

COMPETITIVE LANDSCAPE

Competition ramps up as new players enter the fray and as established brands fight back against scandal reports

Dry dog food players employ various strategies to reignite slowing value sales growth

Race to serve price-conscious consumers intensified by growth of e-commerce, private label ranges

CATEGORY INDICATORS

CATEGORY DATA

Pet Care in Denmark - Industry Overview

EXECUTIVE SUMMARY

Pet care value sales continue to rise, boosted by humanisation, changes in pet populations

Changes in demographics, living conditions, driving trends in pet care

Despite premiumisation, consumers still value affordable private label options

Brick-and-mortar outlets face growing competition from e-commerce

Despite slow increases/declines in pet populations, moderate value sales growth projected for pet care

MARKET INDICATORS

MARKET DATA

CORONAVIRUS (COVID-19)

DEFINITIONS

SOURCES

Pet Care in Denmark - Industry Overview

EXECUTIVE SUMMARY

Pet care value sales continue to rise, boosted by humanisation, changes in pet populations

Changes in demographics, living conditions, driving trends in pet care

Despite premiumisation, consumers still value affordable private label options

Brick-and-mortar outlets face growing competition from e-commerce

Despite slow increases/declines in pet populations, moderate value sales growth projected for pet care

MARKET INDICATORS

MARKET DATA

CORONAVIRUS (COVID-19)

DEFINITIONS

SOURCES

Why buy this report?

Want to find out more about this report?

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