Other Pet Food in Sweden

PROSPECTS

Declining fish and bird populations cause stagnation

The interest in both fish and birds as pets decreased steadily through the review period, and this was reflected in pet food. There was very little product innovation and only a few launches of new products during the review period, and neither category is expected to show any significant growth over the forecast period.

Swedish consumers demand organic production

The clearest trend visible in other pet food was the demand for organic products, which was seen among several other markets in Sweden too. Even though numbers were in decline, and demand in general decreased, customers were conscious and concerned that production should be environmentally-friendly and the products good and healthy for their pets.

Limited interest remains for small mammals

While demand for birds and fish declined, some families with children were still interested in obtaining other small mammals. Pets such as rabbits and guinea pigs can give the same degree of closeness, companionship and “instagramability” as a dog or cat, but require less care.

COMPETITIVE LANDSCAPE

Decreasing sales mean fewer players

As the total demand for these products declined, the number of players did the same. Dogman remained the clear leader in 2017, while Vitakraft and Best Friend came second and third respectively.

Internet retailing gains sales share at the expense of small pet shops

Retailing trends affect demand. For many people, half the pleasure of buying goods for their pets is to visit a store and be inspired by all the products.

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