Other Pet Food in Sweden

PROSPECTS

Volume sales continue declining as the other pet population continues falling

Sales continue to fall in volume terms as the other pet population continues to shrink in Sweden. This is a trend that is expected to continue over the forecast period.

Premium food for birds and fish supports value sales

There is evident premiumisation and mimicking of wider food trends addressing sustainability/environmental concerns in other pet food, seen, for example, in the growing preference for products with natural ingredients and/or high nutritional values. An example of this is the Brit brand from VAFO Sverige that is claimed to be super-premium other pet food and is promoted as being 100% natural.

Pet humanisation also being seen in other pets

Pet humanisation is changing how households treat their pets. For example, it is increasingly popular to allow rabbits to roam freely within homes, as this is perceived as a more natural existence for the rabbit and permits greater social interaction between pet and owner.

COMPETITIVE LANDSCAPE

Local brands popular among Swedish consumers in other pet food

Swedish company Dogman remained the clear leader in other pet food in 2019 thanks to its strength in all three categories, particularly fish food. The company continued to gain share in both bird food and fish food in 2019, but lost further ground in small mammal/reptile food.

Vitakraft seems back on track as it increases its share again

Having lost share in the early part of the review period, when it was felt that perhaps the company was placing a greater focus on more lucrative categories, second-ranked Vitakraft has been recording strong value share growth in recent years. This is believed to be on the back of its greater availability and distribution through grocery retailing and its offer of a broad and varied product portfolio that targets both mass and niche needs.

No private label presence

Grocery retailers are not present in other pet food with their private label lines. The absence of private label is indicative of the weaker household demand for other pet food in relation to cat and dog food, and suggests a lack of financial viability in the development of private label in this category.

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