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Country Report

Dog Food in

Dog Food in Sweden

May 2020

US$990

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Executive Summary

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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 helping to drive value growth

Premiumisation continues to be observed in dog food in Sweden. This move towards premiumisation can be viewed as adopting and mirroring trends in packaged food/drinks for humans, resonating with the wider pet humanisation trend.

Relatively stable dog population in Sweden

There is a relatively stable, albeit slowly increasing, total dog population in Sweden, with a trend towards small and medium-sized dogs. Increasing urban living generally means smaller household sizes and more confined living space for pet owners.

Dogs increasingly seen as family members

There is an increasing trend of households viewing their dogs as valued family members, and therefore actively seeking the best for their dogs. Consequently, health and wellbeing themes are to the fore in dog food product development – mirroring wider trends in packaged food and current household understanding of what constitutes healthy food.

COMPETITIVE LANDSCAPE

Mars and Royal Canin see increasing competition from local players and new entrants

New entrants and strongly performing local companies are making things difficult for the leading manufacturers Mars Sverige and Royal Canin Sverige. Both leading players are coming under increasing pressure from the competition in dog food, with Mars again recording a notable decline in its value share in 2019.

Growth of local brands reflected in the performances of Doggy and Magnusson Petfood

The ongoing growth of local brands, such as Magnusson and Doggy, reflects Swedes’ increasing concerns about the environment and sourcing of ingredients. Both companies have increasingly marketed themselves as local, and therefore trustworthy, with Swedes viewing domestic manufacturers in a positive light.

Raw dog food on an upwards trend, benefiting local players like Vom og Hundemat

Raw dog food, which is estimated to account for 3-5% of total dog food sales and is said to be the fastest-growing area in dog food in Sweden, offers opportunities for local players such as Vom og Hundemat. Growth in the latter years of the review period was driven by its perceived health benefits, with the understanding that raw dog food has greater health/nutritional benefits than dry dog food.

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Dog Food Market Sample Report Dog Food Market Sample Data

Overview

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

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

HEADLINES

PROSPECTS

Premiumisation helping to drive value growth

Relatively stable dog population in Sweden

Dogs increasingly seen as family members

COMPETITIVE LANDSCAPE

Mars and Royal Canin see increasing competition from local players and new entrants

Growth of local brands reflected in the performances of Doggy and Magnusson Petfood

Raw dog food on an upwards trend, benefiting local players like Vom og Hundemat

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 2019
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 Sweden - Industry Overview

EXECUTIVE SUMMARY

Pet care remains on an upward trajectory in value terms

Pet owners pursue a more natural diet for their animals

Multinationals continue to lead but smaller players gaining a stronger foothold

E-commerce continues to gain share in pet care as subscription services take off

Continued growth in value terms expected for pet care 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 Sweden

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Executive Summary

New Report Guarantee

PROSPECTS

Premiumisation helping to drive value growth

Relatively stable dog population in Sweden

Dogs increasingly seen as family members

COMPETITIVE LANDSCAPE

Mars and Royal Canin see increasing competition from local players and new entrants

Growth of local brands reflected in the performances of Doggy and Magnusson Petfood

Raw dog food on an upwards trend, benefiting local players like Vom og Hundemat

Samples

Overview

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Table of Contents

Dog Food in Sweden - Category analysis

HEADLINES

PROSPECTS

Premiumisation helping to drive value growth

Relatively stable dog population in Sweden

Dogs increasingly seen as family members

COMPETITIVE LANDSCAPE

Mars and Royal Canin see increasing competition from local players and new entrants

Growth of local brands reflected in the performances of Doggy and Magnusson Petfood

Raw dog food on an upwards trend, benefiting local players like Vom og Hundemat

CATEGORY INDICATORS

CATEGORY DATA

Pet Care in Sweden - Industry Overview

EXECUTIVE SUMMARY

Pet care remains on an upward trajectory in value terms

Pet owners pursue a more natural diet for their animals

Multinationals continue to lead but smaller players gaining a stronger foothold

E-commerce continues to gain share in pet care as subscription services take off

Continued growth in value terms expected for pet care over the forecast period

MARKET INDICATORS

MARKET DATA

CORONAVIRUS (COVID-19)

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