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Dog Food in Germany
May 2020
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Executive Summary
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PROSPECTS
Wet dog food benefits most strongly from premiumisation amid stable volume sales
The enduring popularity of smaller dogs remains a defining factor influencing the dog food category, with growth in pet numbers notably driven by the rise in the number of single person households owning dogs towards the end of the review period. This has contributed to undermine volume sales growth in dog food, as it leads to lower average food volumes being consumed per dog and has fuelled the rise of smaller pack types such as 300g and 400g aluminium/plastic pouches.
Dog treats’ sophistication helps products target wider demand
Dog treats are expected to continue recording a strong performance in value sales in 2020, as they are particularly influenced by premiumisation. In particular, products with a higher meat content are performing well, as well are free-from recipes, mostly sugar-free.
Specialist pet stores adapt to the rise of e-commerce
The pet shops and pet superstores channels are expected to continue gaining share from grocery channels in dog food in 2020. The channels successfully focus on premium products and exclusive private label ranges in order to differentiate their offer and thus made gains from grocery channels.
COMPETITIVE LANDSCAPE
Masterfoods and Nestlé face intense competition from premium private label and niche players
Masterfoods saw its share in dog food further eroded in 2019, notably as a result of its share declining in dog treats and mixers. In this area, the company faced more intense competitive pressure from Vitakraft and from private label ranges.
Quality ingredients to boost premium brand positioning images in dog treats
Vitakraft, the fourth largest player in dog food in 2019, recorded an increased share helped by its strong performance in the dynamic dog treats category, where it ranks third. The company continues to focus on the high proportion of meat in its dog treats and further strengthened its brand with the launch of a new range that contains superfood ingredients such as chia seeds or goji berries.
Pet specialist retailers seek competitive edge through premium private label
While the overall private label share in dog food stagnated in 2019, this hides strong discrepancies in private label performance across retailers and categories. In economy dry dog food and wet dog food, private label shares declined, mostly due to the poor performances of private label ranges from discounter chains, which are struggling to increase shelf space.
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Overview
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Overview
Discover the latest market trends and uncover sources of future market growth for the Dog Food industry in Germany 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 Germany, our research will save you time and money while empowering you to make informed, profitable decisions.
The Dog Food in Germany 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 Germany?
- What are the major brands in Germany?
- 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 Germany - Category analysis
HEADLINES
PROSPECTS
Wet dog food benefits most strongly from premiumisation amid stable volume sales
Dog treats’ sophistication helps products target wider demand
Specialist pet stores adapt to the rise of e-commerce
COMPETITIVE LANDSCAPE
Masterfoods and Nestlé face intense competition from premium private label and niche players
Quality ingredients to boost premium brand positioning images in dog treats
Pet specialist retailers seek competitive edge through premium private label
CATEGORY INDICATORS
Table 1 Dog Owning Households: % Analysis 2015-2020Table 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 2020Table 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 Germany - Industry Overview
EXECUTIVE SUMMARY
Natural ingredients, clean label and free-from recipes drives pet food growth
BARF and high meat content recipes gain traction, while sustainability concerns rise
Masterfoods and Nestlé Purina face intense pressure from premium brands and private label
E-commerce and pet specialists gain over grocery retail channels
More specific product ranges expected to further boost premiumisation
MARKET INDICATORS
Table 18 Pet Populations 2015-2020MARKET DATA
Table 19 Sales of Pet Food by Category: Volume 2015-2020Table 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
CORONAVIRUS (COVID-19)
DEFINITIONS
SOURCES
Summary 2 Research SourcesWhy 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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