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Country Report

Other Pet Food in

Other Pet Food in Germany

20 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

Changes in lifestyle and pet demographics dampen growth

Pets other than cats and dogs continued to lose significance in Germany in 2017, resulting in a stagnant population. Birds and small mammals/reptiles recorded population decreases, as changing family dynamics and digitalisation limited their popularity.

Adding value through segmentation and specialisation

For many German consumers, keeping pets other than cats and dogs, such as ornamental fish, reptiles or even birds, has turned more into a hobby at a semi-professional level rather than just keeping a pet. Therefore, the demand for specialised products started to increase over the review period.

Adding value through focusing on consumers’ relationship with their pets

Other examples of specialised food can be found within small mammal/reptile food, where apart from a strong focus on natural and holistic products, products for certain breeds, types or ages are playing an increasing role. In addition, leading manufacturers such as Bunny Tierernährung have placed value on products designed to enhance the relationship between the pet and owner by offering food and treats that can be used as rewards during training, or just to increase bonding.

COMPETITIVE LANDSCAPE

A long history and strong positioning support Vitakraft’s lead

Renowned for its quality and variety in bird food and snacks especially, but also present in Germany with fish food, reptile food and small mammal food, Vitakraft Pet Care remained the leader in other pet food in 2017. Nevertheless, due to the generally less favourable conditions in the category, as well as the continuously increasing pressure and competition from other specialised manufacturers, the company recorded static value sales and a declining value share.

Product variety, presence and positioning are factors for brand growth

Apart from specialised providers, value growth in 2017 was mainly achieved by private label. Fressnapf in particular recorded the fastest and highest value growth, offering a growing selection of high-quality other pet food.

Distinct marketing and brand presentation to stand out

Due to the relatively low potential for growth and challenging conditions for other pet food in Germany, very few manufacturers tend to invest in large marketing campaigns. Leading brands such as Bunny or Vitakraft mainly place advertisements in magazines or online, whilst POS marketing remains a focus.

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Other Pet Food Market Sample Report Other Pet 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 Other Pet 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 Other Pet Food industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Other Pet 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 Other Pet Food in Germany?
What are the major brands in Germany?
How is the current retail distribution landscape impacting overall category performance?

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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Other Pet Food in Germany - Category analysis

HEADLINES

PROSPECTS

Changes in lifestyle and pet demographics dampen growth

Adding value through segmentation and specialisation

Adding value through focusing on consumers’ relationship with their pets

COMPETITIVE LANDSCAPE

A long history and strong positioning support Vitakraft’s lead

Product variety, presence and positioning are factors for brand growth

Distinct marketing and brand presentation to stand out

CATEGORY INDICATORS

Table 1 Other Pet Population 2013-2018

CATEGORY DATA

Table 2 Sales of Other Pet Food by Category: Volume 2013-2018
Table 3 Sales of Other Pet Food by Category: Value 2013-2018
Table 4 Sales of Other Pet Food by Category: % Volume Growth 2013-2018
Table 5 Sales of Other Pet Food by Category: % Value Growth 2013-2018
Table 6 LBN Brand Shares of Bird Food: % Value 2014-2017
Table 7 LBN Brand Shares of Fish Food: % Value 2014-2017
Table 8 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2014-2017
Table 9 Forecast Sales of Other Pet Food by Category: Volume 2018-2023
Table 10 Forecast Sales of Other Pet Food by Category: Value 2018-2023
Table 11 Forecast Sales of Other Pet Food by Category: % Volume Growth 2018-2023
Table 12 Forecast Sales of Other Pet 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 13 Pet Populations 2013-2018

MARKET DATA

Table 14 Sales of Pet Food by Category: Volume 2013-2018
Table 15 Sales of Pet Care by Category: Value 2013-2018
Table 16 Sales of Pet Food by Category: % Volume Growth 2013-2018
Table 17 Sales of Pet Care by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Pet Food: % Value 2013-2017
Table 19 LBN Brand Shares of Pet Food: % Value 2014-2017
Table 20 NBO Company Shares of Dog and Cat Food: % Value 2013-2017
Table 21 LBN Brand Shares of Dog and Cat Food: % Value 2014-2017
Table 22 Penetration of Private Label in Pet Care by Category: % Value 2013-2017
Table 23 Distribution of Pet Care by Format: % Value 2013-2018
Table 24 Distribution of Pet Care by Format and Category: % Value 2018
Table 25 Distribution of Dog and Cat Food by Format: % Value 2013-2018
Table 26 Distribution of Dog and Cat Food by Format and Category: % Value 2018
Table 27 Forecast Sales of Pet Food by Category: Volume 2018-2023
Table 28 Forecast Sales of Pet Care by Category: Value 2018-2023
Table 29 Forecast Sales of Pet Food by Category: % Volume Growth 2018-2023
Table 30 Forecast Sales of Pet Care by Category: % Value Growth 2018-2023

Megatrends

Country Report

Other Pet Food in Germany

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Executive Summary

New Report Guarantee

PROSPECTS

Changes in lifestyle and pet demographics dampen growth

Adding value through segmentation and specialisation

Adding value through focusing on consumers’ relationship with their pets

COMPETITIVE LANDSCAPE

A long history and strong positioning support Vitakraft’s lead

Product variety, presence and positioning are factors for brand growth

Distinct marketing and brand presentation to stand out

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Other Pet Food in Germany - Category analysis

HEADLINES

PROSPECTS

Changes in lifestyle and pet demographics dampen growth

Adding value through segmentation and specialisation

Adding value through focusing on consumers’ relationship with their pets

COMPETITIVE LANDSCAPE

A long history and strong positioning support Vitakraft’s lead

Product variety, presence and positioning are factors for brand growth

Distinct marketing and brand presentation to stand out

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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