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Country Report

Dog Food in

Dog Food in Norway

May 2020

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

The premiumisation trend continues to expand, encouraging consumers to trade up, boosting value sales

Natural positioning and a focus on ingredients are key selling points in Norwegian dog food

Norwegian consumers are generally avid label readers and are known to be sceptical of bold health claims on products. This is being further fuelled by the trend in natural food and pet humanisation, with consumers demanding natural food diets for their pets.

As consumers move from small dogs to larger pets, grocery retailers sales fall

While dog food is posting positive retail current value sales growth, grocery retailers’ share continues to fall. In line with premiumisation, consumers moved towards added-value options, which are more widely available in non-grocery channels, such as pet shops and e-commerce.

COMPETITIVE LANDSCAPE

Despite losing share to e-commerce, Felleskjøpet Agri SA leads dog food sales, benefiting from its value-for-money offerings

Home and garden specialist chain Felleskjøpet Agri SA continues to lead dog food on the Norwegian landscape. However, the player has been losing share, particularly to e-commerce, where it is currently not well established.

Premiumisation and offering a wide range of variants in dog food, boosts competitors’ performance

The players performing the best on the competitive landscape are those opting for a more premium positioning, in their respective pricing area. Vigor & Sage Norge AS in premium dog food and treats has a very high unit price and is only distributed through specialist retailers.

Private label increasingly challenges established players with new launches aligned to consumer demands

There is a rising interest in higher-quality private label ranges in Norway, evident in the performance of existing premium private label ranges and new launches. Retailing chain Norgesgruppen ASA discontinued Smart, an economy dog food private label range, during 2019.

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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 Norway 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 Norway, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dog Food in Norway 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 Norway?
What are the major brands in Norway?
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 Norway - Category analysis

HEADLINES

PROSPECTS

The premiumisation trend continues to expand, encouraging consumers to trade up, boosting value sales

Natural positioning and a focus on ingredients are key selling points in Norwegian dog food

As consumers move from small dogs to larger pets, grocery retailers sales fall

COMPETITIVE LANDSCAPE

Despite losing share to e-commerce, Felleskjøpet Agri SA leads dog food sales, benefiting from its value-for-money offerings

Premiumisation and offering a wide range of variants in dog food, boosts competitors’ performance

Private label increasingly challenges established players with new launches aligned to consumer demands

CATEGORY INDICATORS

Table 1 Dog Owning Households: % Analysis 2015-2020
Table 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 2020
Table 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 Norway - Industry Overview

EXECUTIVE SUMMARY

A positive performance from pet care is driven by the stable pet population, with premiumisation and value-added options boosting sales

The pet humanisation trend and a shift to purchasing more premium products, shapes the pet care landscape in Norway

Mars Norge AS and Nestlé Norge AS lead the competitive landscape, as players focus on premium offerings and products to boost sales

Grocery retailers and pet stores face strong competition from home and garden retailers, variety stores and e-commerce

Quality, nutrition and transparency will be increasingly important for pet owners over the forecast period

MARKET INDICATORS

Table 18 Pet Populations 2015-2020

MARKET DATA

Table 19 Sales of Pet Food by Category: Volume 2015-2020
Table 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

Megatrends

Country Report

Dog Food in Norway

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

The premiumisation trend continues to expand, encouraging consumers to trade up, boosting value sales

Natural positioning and a focus on ingredients are key selling points in Norwegian dog food

As consumers move from small dogs to larger pets, grocery retailers sales fall

COMPETITIVE LANDSCAPE

Despite losing share to e-commerce, Felleskjøpet Agri SA leads dog food sales, benefiting from its value-for-money offerings

Premiumisation and offering a wide range of variants in dog food, boosts competitors’ performance

Private label increasingly challenges established players with new launches aligned to consumer demands

Samples

Overview

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Samples: FAQs about samples

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Table of Contents

Dog Food in Norway - Category analysis

HEADLINES

PROSPECTS

The premiumisation trend continues to expand, encouraging consumers to trade up, boosting value sales

Natural positioning and a focus on ingredients are key selling points in Norwegian dog food

As consumers move from small dogs to larger pets, grocery retailers sales fall

COMPETITIVE LANDSCAPE

Despite losing share to e-commerce, Felleskjøpet Agri SA leads dog food sales, benefiting from its value-for-money offerings

Premiumisation and offering a wide range of variants in dog food, boosts competitors’ performance

Private label increasingly challenges established players with new launches aligned to consumer demands

CATEGORY INDICATORS

CATEGORY DATA

Pet Care in Norway - Industry Overview

EXECUTIVE SUMMARY

A positive performance from pet care is driven by the stable pet population, with premiumisation and value-added options boosting sales

The pet humanisation trend and a shift to purchasing more premium products, shapes the pet care landscape in Norway

Mars Norge AS and Nestlé Norge AS lead the competitive landscape, as players focus on premium offerings and products to boost sales

Grocery retailers and pet stores face strong competition from home and garden retailers, variety stores and e-commerce

Quality, nutrition and transparency will be increasingly important for pet owners over the forecast period

MARKET INDICATORS

MARKET DATA

CORONAVIRUS (COVID-19)

DEFINITIONS

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