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Country Report

Dog Food in

Dog Food in the Netherlands

24 pages, Jun 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

Respectable value growth thanks to treats and premiumisation

Despite a broadly stagnant dog population, retail value sales in dog food advanced at a respectable rate in 2017 as a generally upbeat macroeconomic backdrop resulted in more generous consumer spending. With disposable incomes set to keep rising, value sales will realise further gains over the forecast period on account of consumers increasingly shifting their purchasing habits to higher-priced products.

Stagnation in dog population holds back volume sales

Volume sales in dog food remained largely steady in 2017, owing to a weak dog population trend. As the share of dog-owning households and the average number of dogs per household have hardly shown any movement in recent years, future dog population growth will closely track that of human population growth.

Persistent demand for health and wellness and large pack sizes

Added value in dog food is predominantly tied to health and wellness, unlike cat food, where premiumisation operates also through special gourmet ingredients. Many products emphasise that they are all-natural, without artificial ingredients.

COMPETITIVE LANDSCAPE

Multinationals reign in dog food

Nearly half of all value sales in dog food in 2017 continued to come from two large branded players: Nestlé Purina Petcare Nederland and Mars Nederland. Nestlé Purina Petcare Nederland remained category leader due to the popularity of its Purina brand, which has several varieties strongly positioned in both the mid-price and premium segments, with the latter in particular becoming more fashionable in the Dutch marketplace.

Private label share declines amid economic optimism

Private label is expected to remain the main challenger, although the bright economic outlook and rising disposable incomes will likely further erode its position over the forecast period. A possible countermeasure is for private label to diversify product portfolios beyond the economy price segment, such as leading grocery retailer Albert Heijn has recently begun to offer with AH Biologisch, also a mid-priced organic line.

Small domestic manufacturers stay strong in innovative niche categories

Although domestic dog food manufacturers accounted for only a small value share compared to leading international brands and private label, they frequently remained at the forefront of product innovation. Examples include Prins Petfoods, with products that have repeatedly received awards for their quality ingredients and lack of starch, and Kiezebrink, which specialises in raw meat and especially Biologically Approved Raw Food (BARF) products.

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

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

HEADLINES

PROSPECTS

Respectable value growth thanks to treats and premiumisation

Stagnation in dog population holds back volume sales

Persistent demand for health and wellness and large pack sizes

COMPETITIVE LANDSCAPE

Multinationals reign in dog food

Private label share declines amid economic optimism

Small domestic manufacturers stay strong in innovative niche categories

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 the Netherlands - Industry Overview

EXECUTIVE SUMMARY

Moderate value growth despite struggling volume sales

Products make more specific added-value claims

Large multinationals continue to dominate, with private label the main challenger

Grocery retailers and pet specialists remain the most important channels

Positive forecast period outlook for value sales

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 the Netherlands

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Executive Summary

New Report Guarantee

PROSPECTS

Respectable value growth thanks to treats and premiumisation

Stagnation in dog population holds back volume sales

Persistent demand for health and wellness and large pack sizes

COMPETITIVE LANDSCAPE

Multinationals reign in dog food

Private label share declines amid economic optimism

Small domestic manufacturers stay strong in innovative niche categories

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Overview

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Table of Contents

Dog Food in the Netherlands - Category analysis

HEADLINES

PROSPECTS

Respectable value growth thanks to treats and premiumisation

Stagnation in dog population holds back volume sales

Persistent demand for health and wellness and large pack sizes

COMPETITIVE LANDSCAPE

Multinationals reign in dog food

Private label share declines amid economic optimism

Small domestic manufacturers stay strong in innovative niche categories

CATEGORY INDICATORS

CATEGORY DATA

Pet Care in the Netherlands - Industry Overview

EXECUTIVE SUMMARY

Moderate value growth despite struggling volume sales

Products make more specific added-value claims

Large multinationals continue to dominate, with private label the main challenger

Grocery retailers and pet specialists remain the most important channels

Positive forecast period outlook for value sales

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

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