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Pet Care in Belgium
May 2021
COVID-19 impact on pet care
Pet care in Belgium remained resilient during the pandemic experiencing much stronger sales than most other industries. Given the lockdowns, working from home policies, and lack of social interactions, consumers spent extended time at home in 2020 and 2021.
COVID-19 country impact
Regional restrictions on movement were introduced on 11 March 2020, with Wallonia-Belgium banning visits to nursing homes. On 13 March, the Wallonia-Brussels region closed all schools, except for those accommodating children of essential workers, like doctors and ministers.
Company response
The leading operators had a good year in 2020, with the top 12 companies all registering stronger growth than in the previous year. The leading company Mars Belgium will continue to strongly lead the category, with nearly double the shares of second place Nestlé Purina PetCare.
Retailing shift
During the first couple of months of the pandemic (March-April 2020), most pet stores experienced a decrease in sales as consumers were wary of leaving their homes and risking exposure to COVID-19. However, during the year the situation became better, and by the end of 2020 the growth in pet care was higher in some categories than it was last year.
What next for pet care?
As the pandemic is set to linger with some restrictions remaining in place, purchasing behaviour will remain similar to 2020, at least during the early forecast period. As such, increased numbers of domestic animals, premiumisation, humanisation, and online development will continue to strongly influence the category and affect company decisions and new product development.
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Overview:
Understand the latest market trends and future growth opportunities for the Pet Care industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
Cat Food
Dog Food
Other Pet Food
Pet Products
If you're in the Pet Care industry in Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Pet Care in Belgium report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Pet Care in Belgium?
Which are the leading brands in Pet Care in Belgium?
How are products distributed in Pet Care in Belgium?
How is the rise of e-commerce impacting the retail environment and consumer engagement?
How are fashions and values in human food echoed in food for pets?
How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
Where is future growth expected to be most dynamic?
Pet Care in Belgium
EXECUTIVE SUMMARY
COVID-19 impact on pet care
COVID-19 country impact
Company response
Retailing shift
What next for pet care?
MARKET INDICATORS
Table 1 Pet Populations 2016-2021
MARKET DATA
Table 2 Sales of Pet Food by Category: Volume 2016-2021Table 3 Sales of Pet Care by Category: Value 2016-2021Table 4 Sales of Pet Food by Category: % Volume Growth 2016-2021Table 5 Sales of Pet Care by Category: % Value Growth 2016-2021Table 6 NBO Company Shares of Pet Food: % Value 2016-2020Table 7 LBN Brand Shares of Pet Food: % Value 2017-2020Table 8 NBO Company Shares of Dog and Cat Food: % Value 2016-2020Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2017-2020Table 10 Penetration of Private Label in Pet Care by Category: % Value 2016-2021Table 11 Distribution of Pet Care by Format: % Value 2016-2021Table 12 Distribution of Pet Care by Format and Category: % Value 2021Table 13 Distribution of Dog and Cat Food by Format: % Value 2016-2021Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2021Table 15 Forecast Sales of Pet Food by Category: Volume 2021-2026Table 16 Forecast Sales of Pet Care by Category: Value 2021-2026Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2021-2026Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2021-2026
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
Dog Food in Belgium
KEY DATA FINDINGS
2021 IMPACT
Rising population of small dogs continues to boost premiumisation trend
Polarisation of spending leads to growth of private label brands
Humanisation leads to innovative dog treats and products as pet food increases follows human dietary trends
RECOVERY AND OPPORTUNITIES
Premiumisation trend to boost current value dog food sales despite expected negative impact on volume sales
Dog food to increasingly follow human diet trends and introduce insect protein products
Companies to develop online presence as e-commerce shares grow
CATEGORY INDICATORS
Table 19 Dog Owning Households: % Analysis 2016-2021Table 20 Dog Population 2016-2021Table 21 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2016-2021
CATEGORY DATA
Summary 2 Dog Food by Price Band 2021Table 22 Sales of Dog Food by Category: Volume 2016-2021Table 23 Sales of Dog Food by Category: Value 2016-2021Table 24 Sales of Dog Food by Category: % Volume Growth 2016-2021Table 25 Sales of Dog Food by Category: % Value Growth 2016-2021Table 26 Sales of Dry Dog Food by Life-Cycle: % Value 2016-2021Table 27 Sales of Wet Dog Food by Life-Cycle: % Value 2016-2021Table 28 NBO Company Shares of Dog Food: % Value 2016-2020Table 29 LBN Brand Shares of Dog Food: % Value 2017-2020Table 30 LBN Brand Shares of Dog Treats and Mixers: % Value 2017-2020Table 31 Distribution of Dog Food by Format: % Value 2016-2021Table 32 Forecast Sales of Dog Food by Category: Volume 2021-2026Table 33 Forecast Sales of Dog Food by Category: Value 2021-2026Table 34 Forecast Sales of Dog Food by Category: % Volume Growth 2021-2026Table 35 Forecast Sales of Dog Food by Category: % Value Growth 2021-2026
Cat Food in Belgium
KEY DATA FINDINGS
2021 IMPACT
Increasing sales of cat food as more owners opt for cat ownership
Cat treats and mixers to record highest growth in line with humanisation trend
Premium dry cat food record strong growth despite greater innovation in wet cat food
RECOVERY AND OPPORTUNITIES
Urbanisation to continue boosting population of indoor-only cats
Wet food expected to continue being key category for new product development
Innovations expected in insect protein and cat food flavour varieties
CATEGORY INDICATORS
Table 36 Cat Owning Households: % Analysis 2016-2021Table 37 Cat Population 2016-2021Table 38 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2016-2021
CATEGORY DATA
Summary 3 Cat Food by Price Band 2021Table 39 Sales of Cat Food by Category: Volume 2016-2021Table 40 Sales of Cat Food by Category: Value 2016-2021Table 41 Sales of Cat Food by Category: % Volume Growth 2016-2021Table 42 Sales of Cat Food by Category: % Value Growth 2016-2021Table 43 Sales of Dry Cat Food by Life-Cycle: % Value 2016-2021Table 44 Sales of Wet Cat Food by Life-Cycle: % Value 2016-2021Table 45 NBO Company Shares of Cat Food: % Value 2016-2020Table 46 LBN Brand Shares of Cat Food: % Value 2017-2020Table 47 LBN Brand Shares of Cat Treats and Mixers: % Value 2017-2020Table 48 Distribution of Cat Food by Format: % Value 2016-2021Table 49 Forecast Sales of Cat Food by Category: Volume 2021-2026Table 50 Forecast Sales of Cat Food by Category: Value 2021-2026Table 51 Forecast Sales of Cat Food by Category: % Volume Growth 2021-2026Table 52 Forecast Sales of Cat Food by Category: % Value Growth 2021-2026
Other Pet Food in Belgium
KEY DATA FINDINGS
2021 IMPACT
Small mammals are most popular lockdown pets after dogs and cats
Interest in reptiles and fish remains, whilst demand for pet bird declines
Private label is weaker in other pet food, as retailers focus on lucrative areas such as cat and dog food
RECOVERY AND OPPORTUNITIES
Vitakraft expected to maintain lead of a highly fractured landscape, with specialisation set to continue
Humanisation to influence product development into naturally healthy food
Population of small pets to increase in line with urbanisation and premiumisation trends
CATEGORY INDICATORS
Table 53 Other Pet Population 2016-2021
CATEGORY DATA
Table 54 Sales of Other Pet Food by Category: Volume 2016-2021Table 55 Sales of Other Pet Food by Category: Value 2016-2021Table 56 Sales of Other Pet Food by Category: % Volume Growth 2016-2021Table 57 Sales of Other Pet Food by Category: % Value Growth 2016-2021Table 58 LBN Brand Shares of Bird Food: % Value 2017-2020Table 59 LBN Brand Shares of Fish Food: % Value 2017-2020Table 60 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2017-2020Table 61 Distribution of Other Pet Food by Format: % Value 2016-2021Table 62 Forecast Sales of Other Pet Food by Category: Volume 2021-2026Table 63 Forecast Sales of Other Pet Food by Category: Value 2021-2026Table 64 Forecast Sales of Other Pet Food by Category: % Volume Growth 2021-2026Table 65 Forecast Sales of Other Pet Food by Category: % Value Growth 2021-2026
Pet Products in Belgium
KEY DATA FINDINGS
2021 IMPACT
Boost for natural and health products as consumers’ concerns about COVID-19 lead to greater concern for pets’ health and hygiene
Accessories for pets are embraced by owners, with the rise of humanisation resulting in seasonal launches and fashion items
Beaphar Belgium leads the landscape with focus on diet and health, whereas Flamingo remains competitive offering a wide range of toys
RECOVERY AND OPPORTUNITIES
Humanisation set to influence category as pets are increasingly treated like family members
Demand for eco-friendly products likely to influence innovations in cat litter
Top brands to gain share as brand awareness plays larger role in purchasing decisions
CATEGORY DATA
Table 66 Sales of Pet Products by Category: Value 2016-2021Table 67 Sales of Pet Products by Category: % Value Growth 2016-2021Table 68 Sales of Pet Healthcare by Type: % Value 2016-2021Table 69 Sales of Other Pet Products by Type: % Value 2016-2021Table 70 NBO Company Shares of Pet Products: % Value 2016-2020Table 71 LBN Brand Shares of Pet Products: % Value 2017-2020Table 72 Distribution of Pet Products by Format: % Value 2016-2021Table 73 Forecast Sales of Pet Products by Category: Value 2021-2026Table 74 Forecast Sales of Pet Products by Category: % Value Growth 2021-2026
The following categories and subcategories are included:
Pet Care
Cat Treats and Mixers
Economy Dry Cat Food
Mid-Priced Dry Cat Food
Premium Therapeutic Dry Cat Food
Premium Non-Therapeutic Dry Cat Food
Economy Wet Cat Food
Mid-Priced Wet Cat Food
Premium Therapeutic Wet Cat Food
Premium Non-Therapeutic Wet Cat Food
Dog Treats and Mixers
Economy Dry Dog Food
Mid-Priced Dry Dog Food
Premium Therapeutic Dry Dog Food
Premium Non-Therapeutic Dry Dog Food
Economy Wet Dog Food
Mid-Priced Wet Dog Food
Premium Therapeutic Wet Dog Food
Premium Non-Therapeutic Wet Dog Food
Bird Food
Fish Food
Small Mammal/Reptile Food
Cat Litter
Pet Healthcare
Other Pet Products
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This report originates from Passport, our Pet Care research and analysis database.
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