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Learn moreMay 2020
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Other pets are often owned by children or young adults as first pets. However, the birth rate in Finland has been in decline for a number of years, approaching record low levels as couples postpone the birth of their first child, and the number of single-person households is high and growing.
Mainstream channels such as supermarkets and hypermarkets continued to offer highly limited portfolios of other pet food in 2020, preferring to focus on the much more popular dog and cat food. Pet shops remained by far the most popular channel for other pet food as these outlets can provide education and professional advice to owners, which is often required, given that many of the owners of other pets are children or young adults.
Owners of other pets are benefiting from specific groups on social media that provide advice and education on the types of other pets and how to take care of them properly. These groups are regarded as a valuable resource, and often have several hundred members in Finland.
International giants Suomen Nestlé Oy and Mars Finland Oy, are absent from other pet food in Finland, preferring to focus on the significantly larger dog food and cat food categories. Royal Canin Finland Oy is another player from dog and cat food not in other pet food, testifying to the niche nature of the category.
The domestic company Best Friend Group remained in second place with its Best Friend brand in 2019. The company is exceptional among other pet food players in that it is also a relatively strong player in dog and cat food rather than specialising merely in one or more other pet food categories.
In Finland, the main grocery retailers S Group and Kesko Oyj, and mixed retailers, especially Tokmanni, have generally expanded their pet care assortments but have not shown a willingness to develop private label for other pet food. The main own-label ranges by these three players (S Group: Rainbow; Kesko: Pirkka; Tokmanni: Real Bird) are not counted as other pet food by Euromonitor International, as they are only intended for wild birds, with for example Tokmanni having quite a wide Real Bird assortment.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Other Pet Food industry in Finland 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 Other Pet Food industry in Finland, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Pet Care market research database.
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.