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Country Report

Dog Food in

Dog Food in Germany

24 pages, May 2018

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

Demographics support the positive volume development of dog food

Dogs still play a significant part in many German consumers’ lives, as they are the most popular pet after cats, with an increasing population. Consequently, volume sales of dog food continued growing in 2017, also benefiting from smaller packages, which led to more consumption occasions.

The premiumisation of dog food

Modern veterinary medicine and consumer knowledge about the needs of dogs for optimal health and wellbeing have improved significantly over the last 10-20 years, resulting in a continuously ageing dog population. Regular visits to vets and easier access to information online or through specialists improved consumers’ knowledge, and the number of specialists is also increasing.

Alternative feeding methods increase selection and potential for growth

The fastest volume and value growth was once again recorded by dog mixers in 2017. This was mainly due to the steadily growing popularity of alternative feeding methods, such as biologically appropriate raw feeding (BARF) or mixed feeding.

COMPETITIVE LANDSCAPE

Leading companies follow major dog food trends

The top two brand manufacturers in dog food in Germany in 2017 were Masterfoods and Nestlé Purina PetCare Deutschland. Following and driving current trends, such as premium and natural food, by including new lines such as Purina Beyond, they were able to record further value growth in Germany, securing their strong positions.

Niche developments and short-term trends support smaller companies

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 currently most common and interesting are raw feeding, superfoods, gluten- and sugar-free food, as well as mono-protein products.

Limits to premiumisation

Premiumisation can only be taken so far. As some manufacturers already claim human-grade dog food, this might limit the future potential for value growth.

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Samples

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.

Samples: FAQs about samples

Delivery: Files are delivered directly into your account within a few minutes of purchase.

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

Demographics support the positive volume development of dog food

The premiumisation of dog food

Alternative feeding methods increase selection and potential for growth

COMPETITIVE LANDSCAPE

Leading companies follow major dog food trends

Niche developments and short-term trends support smaller companies

Limits to premiumisation

CATEGORY INDICATORS

Table 1 Dog Owning Households: % Analysis 2013-2018
Table 2 Dog Population 2013-2018
Table 3 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2013-2018

CATEGORY DATA

Summary 1 Dog Food by Price Band 2018
Table 4 Sales of Dog Food by Category: Volume 2013-2018
Table 5 Sales of Dog Food by Category: Value 2013-2018
Table 6 Sales of Dog Food by Category: % Volume Growth 2013-2018
Table 7 Sales of Dog Food by Category: % Value Growth 2013-2018
Table 8 Sales of Premium Dog Food by Category: Value 2013-2018
Table 9 Sales of Premium Dog Food by Category: % Value Growth 2013-2018
Table 10 Sales of Dry Dog Food by Life-Cycle: % Value 2013-2018
Table 11 Sales of Wet Dog Food by Life-Cycle: % Value 2013-2018
Table 12 NBO Company Shares of Dog Food: % Value 2013-2017
Table 13 LBN Brand Shares of Dog Food: % Value 2014-2017
Table 14 LBN Brand Shares of Dog Treats: % Value 2014-2017
Table 15 Forecast Sales of Dog Food by Category: Volume 2018-2023
Table 16 Forecast Sales of Dog Food by Category: Value 2018-2023
Table 17 Forecast Sales of Dog Food by Category: % Volume Growth 2018-2023
Table 18 Forecast Sales of Dog Food by Category: % Value Growth 2018-2023

Pet Care in Germany - Industry Overview

EXECUTIVE SUMMARY

Anthropomorphism and premiumisation define pet care in Germany

Emphasising naturalness in products and features supports growth

The growing selection and quality of private label intensifies the competition

Pet superstores sees strong growth

Value growth is set to slow due to the stagnant customer base and maturity

MARKET INDICATORS

Table 19 Pet Populations 2013-2018

MARKET DATA

Table 20 Sales of Pet Food by Category: Volume 2013-2018
Table 21 Sales of Pet Care by Category: Value 2013-2018
Table 22 Sales of Pet Food by Category: % Volume Growth 2013-2018
Table 23 Sales of Pet Care by Category: % Value Growth 2013-2018
Table 24 NBO Company Shares of Pet Food: % Value 2013-2017
Table 25 LBN Brand Shares of Pet Food: % Value 2014-2017
Table 26 NBO Company Shares of Dog and Cat Food: % Value 2013-2017
Table 27 LBN Brand Shares of Dog and Cat Food: % Value 2014-2017
Table 28 Penetration of Private Label in Pet Care by Category: % Value 2013-2017
Table 29 Distribution of Pet Care by Format: % Value 2013-2018
Table 30 Distribution of Pet Care by Format and Category: % Value 2018
Table 31 Distribution of Dog and Cat Food by Format: % Value 2013-2018
Table 32 Distribution of Dog and Cat Food by Format and Category: % Value 2018
Table 33 Forecast Sales of Pet Food by Category: Volume 2018-2023
Table 34 Forecast Sales of Pet Care by Category: Value 2018-2023
Table 35 Forecast Sales of Pet Food by Category: % Volume Growth 2018-2023
Table 36 Forecast Sales of Pet Care by Category: % Value Growth 2018-2023

Megatrends

Country Report

Dog Food in Germany

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Demographics support the positive volume development of dog food

The premiumisation of dog food

Alternative feeding methods increase selection and potential for growth

COMPETITIVE LANDSCAPE

Leading companies follow major dog food trends

Niche developments and short-term trends support smaller companies

Limits to premiumisation

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Dog Food in Germany - Category analysis

HEADLINES

PROSPECTS

Demographics support the positive volume development of dog food

The premiumisation of dog food

Alternative feeding methods increase selection and potential for growth

COMPETITIVE LANDSCAPE

Leading companies follow major dog food trends

Niche developments and short-term trends support smaller companies

Limits to premiumisation

CATEGORY INDICATORS

CATEGORY DATA

Pet Care in Germany - Industry Overview

EXECUTIVE SUMMARY

Anthropomorphism and premiumisation define pet care in Germany

Emphasising naturalness in products and features supports growth

The growing selection and quality of private label intensifies the competition

Pet superstores sees strong growth

Value growth is set to slow due to the stagnant customer base and maturity

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

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