As pet humanisation continues, healthy dog food is becoming more important. The wellbeing of dogs has also become an everyday topic in society, and it is often a subject matter in the media, with several articles published in 2018 that inform readers of various aspects of ensuring a dog’s wellbeing.
Premium dry dog food is developing in response to growth in premium wet dog food led by BARF products, which has been experiencing an increase in popularity in recent years. In order to avoid losing category share, dry dog food products, such as Brit Care and ZiwiPeak, are now positioned as being as healthy as wet dog food.
As Danish consumers are becoming increasingly aware of the importance of good nutrition in their own diets, with this trend also spilling over into food for their dogs, premium alternatives are expected to grow. The prepared gap, which is already high both for the region and globally, is set to continue declining however.
There were no major changes in the competitive landscape in 2018, although the premiumisation trend brought additional share to niche players. Mars Danmark remained the category leader thanks to the power of its corporate umbrella; however, as consumers are upgrading from mid-priced dog food to premium, the company is seeing its share decline gradually.
In general, there is a clear strategy behind choice of distribution channel between the different brands, with most premium dog food brands being sold via pet shops, veterinary clinics and internet retailing. For instance, category leader in premium dog food Olivers has moved its distribution to Bilka supermarkets and has become the only premium dog food brand in the store.
While modern grocery retailers and pet shops still lead distribution of dog food, internet retailing holds a comparatively high share in dog food and is expected to continue growing. Much of this stems from its lower prices, many of which are significantly lower than those available via bricks and mortar outlets.
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This industry report originates from Passport, our Pet Care market research database.