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Dog Food in
Denmark

Country Report

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Executive Summary

Jun 2019
PROSPECTS
Healthy dog food and growth in small dog population are key

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 responds to competition from more niche BARF products

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 premiumisation occurs, pet owners are also embracing healthy dog treats

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.

COMPETITIVE LANDSCAPE
Competition intensifies as small players focus on health and wellness, but RigtigHundemad suffers backlash over bacteria

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.

Olivers employs various strategies to revitalise sales

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.

Modern grocery retailers and pet shops most popular but internet retailing benefits from low pricing

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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Dog Food in Denmark

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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.

Dog Food in Denmark - Category analysis

HEADLINES

PROSPECTS

Healthy dog food and growth in small dog population are key
Premium dry dog food responds to competition from more niche BARF products
As premiumisation occurs, pet owners are also embracing healthy dog treats

COMPETITIVE LANDSCAPE

Competition intensifies as small players focus on health and wellness, but RigtigHundemad suffers backlash over bacteria
Olivers employs various strategies to revitalise sales
Modern grocery retailers and pet shops most popular but internet retailing benefits from low pricing

CATEGORY INDICATORS

Table 1 Dog Owning Households: % Analysis 2014-2019
Table 2 Dog Population 2014-2019
Table 3 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2014-2019

CATEGORY DATA

Summary 1 Dog Food by Price Band
Table 4 Sales of Dog Food by Category: Volume 2014-2019
Table 5 Sales of Dog Food by Category: Value 2014-2019
Table 6 Sales of Dog Food by Category: % Volume Growth 2014-2019
Table 7 Sales of Dog Food by Category: % Value Growth 2014-2019
Table 8 Sales of Dry Dog Food by Life-Cycle: % Value 2014-2018
Table 9 Sales of Wet Dog Food by Life-Cycle: % Value 2014-2018
Table 10 NBO Company Shares of Dog Food: % Value 2014-2018
Table 11 LBN Brand Shares of Dog Food: % Value 2015-2018
Table 12 LBN Brand Shares of Dog Treats: % Value 2015-2018
Table 13 Distribution of Dog Food by Format: % Value 2014-2019
Table 14 Forecast Sales of Dog Food by Category: Volume 2019-2024
Table 15 Forecast Sales of Dog Food by Category: Value 2019-2024
Table 16 Forecast Sales of Dog Food by Category: % Volume Growth 2019-2024
Table 17 Forecast Sales of Dog Food by Category: % Value Growth 2019-2024

Pet Care in Denmark - Industry Overview

EXECUTIVE SUMMARY

Pet care benefits from increasing number of urban dwellers and humanisation trend
Growth in small dog population
Competitive landscape shaped by focus on health and wellness and quality products
Bricks and mortar outlets face growing competition from internet retailing
Pet care set to register moderate growth due to stagnating or contracting pet populations

MARKET INDICATORS

Table 18 Pet Populations 2014-2019

MARKET DATA

Table 19 Sales of Pet Food by Category: Volume 2014-2019
Table 20 Sales of Pet Care by Category: Value 2014-2019
Table 21 Sales of Pet Food by Category: % Volume Growth 2014-2019
Table 22 Sales of Pet Care by Category: % Value Growth 2014-2019
Table 23 NBO Company Shares of Pet Food: % Value 2014-2018
Table 24 LBN Brand Shares of Pet Food: % Value 2015-2018
Table 25 NBO Company Shares of Dog and Cat Food: % Value 2014-2018
Table 26 LBN Brand Shares of Dog and Cat Food: % Value 2015-2018
Table 27 Penetration of Private Label in Pet Care by Category: % Value 2014-2019
Table 28 Distribution of Pet Care by Format: % Value 2014-2019
Table 29 Distribution of Pet Care by Format and Category: % Value 2019
Table 30 Distribution of Dog and Cat Food by Format: % Value 2014-2019
Table 31 Distribution of Dog and Cat Food by Format and Category: % Value 2019
Table 32 Forecast Sales of Pet Food by Category: Volume 2019-2024
Table 33 Forecast Sales of Pet Care by Category: Value 2019-2024
Table 34 Forecast Sales of Pet Food by Category: % Volume Growth 2019-2024
Table 35 Forecast Sales of Pet Care by Category: % Value Growth 2019-2024

DEFINITIONS

SOURCES

Summary 2 Research Sources