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Country Report

Dog Food in

Dog Food in Germany

May 2019

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

Premiumisation trend stronger in wet than dry dog food

Wet dog food continues to outperform dry dog food in 2019 thanks to a greater level of premiumisation. Indeed, premiumisation continued to drive value sales, particularly through products with natural ingredients and clean labels, as well as those targeting dogs with allergies and food intolerances, for example gluten-free and grain-free variants.

Small dog breeds becoming increasingly popular

Small dog breeds are becoming increasingly popular in Germany, for example the Dachshund. This can be partly attributed to the fact that for many older couples with children no longer at home small dogs are easier to handle and look after than larger breeds.

Internet retailing continues to gain share in dog food

Internet retailing continued to grow its value share in dog food in 2019, in no small part thanks to Zooplus, which has gained a stronger presence in dog food and more generally pet care due to both its focus on competitively-priced private label products and its wide offer of premium brands. Although Amazon is still a small player in pet care internet retailing when compared with Zooplus, it has ambitious plans for Germany, with the company set to launch the Lifelong Complete private label line in 2019 following its earlier launch in the US.

COMPETITIVE LANDSCAPE

Leading brand manufacturer Masterfoods once again outperformed by Nestlé in 2018

Once again, Nestlé outperformed Masterfoods, the leading brand manufacturer in dog food, in 2018. This can be largely attributed to the ongoing popularity of its Purina Beneful line thanks to its premium and natural positioning and the further development of its Purina Beyond range.

Private label continues to lead dog food overall

Private label led dog food overall in 2018, testament to the strength of pet superstores and leading grocery retailers. Private label producers such as Fressnapf and Zooplus offer a large variety of products sold at more affordable and/or comparable prices, whilst offering premium quality echoing current trends.

New developments from smaller brands

There are various manufacturers in Germany following smaller niche or short-term trends, often derived from trends in the human food industry. Some of the more prevalent and interesting trends include raw feeding, superfoods, gluten- and sugar-free food, as well as mono-protein products.

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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 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

Premiumisation trend stronger in wet than dry dog food

Small dog breeds becoming increasingly popular

Internet retailing continues to gain share in dog food

COMPETITIVE LANDSCAPE

Leading brand manufacturer Masterfoods once again outperformed by Nestlé in 2018

Private label continues to lead dog food overall

New developments from smaller brands

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 Germany - Industry Overview

EXECUTIVE SUMMARY

Rising demand for smaller dog breeds and premiumisation drive growth in 2019

German consumers paying increasing attention to natural ingredients

Growth of pet superstores and leading grocery retailers drives gains for private label

Internet retailing continues to gain ground; Zooplus and Amazon command a growing influence

Natural products and product segmentation by age and breed to stimulate future growth

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

Megatrends

Country Report

Dog Food in Germany

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Premiumisation trend stronger in wet than dry dog food

Small dog breeds becoming increasingly popular

Internet retailing continues to gain share in dog food

COMPETITIVE LANDSCAPE

Leading brand manufacturer Masterfoods once again outperformed by Nestlé in 2018

Private label continues to lead dog food overall

New developments from smaller brands

Samples

Overview

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Table of Contents

Dog Food in Germany - Category analysis

HEADLINES

PROSPECTS

Premiumisation trend stronger in wet than dry dog food

Small dog breeds becoming increasingly popular

Internet retailing continues to gain share in dog food

COMPETITIVE LANDSCAPE

Leading brand manufacturer Masterfoods once again outperformed by Nestlé in 2018

Private label continues to lead dog food overall

New developments from smaller brands

CATEGORY INDICATORS

CATEGORY DATA

Pet Care in Germany - Industry Overview

EXECUTIVE SUMMARY

Rising demand for smaller dog breeds and premiumisation drive growth in 2019

German consumers paying increasing attention to natural ingredients

Growth of pet superstores and leading grocery retailers drives gains for private label

Internet retailing continues to gain ground; Zooplus and Amazon command a growing influence

Natural products and product segmentation by age and breed to stimulate future growth

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

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