Pet Care in Belgium

Pet Care in Belgium

EXECUTIVE SUMMARY

Premiumisation boosts value sales in pet care, however, growing urbanisation and the rise in ownership of smaller pets, impacts volume sales

Humanisation, health and wellness and premiumisation shape the pet care landscape in 2020

International players continue to lead the landscape, however, Mars Belgium and Nestlé Purina PetCare struggle against the rise of premiumisation 

E-commerce continues to increase; however, supermarkets and pet superstores are still the most popular places to purchase pet care

Increased spending on premium food, treats, accessories, and sustainable, eco-friendly pet care products, will boost growth over the forecast period 

MARKET INDICATORS

Table 1 Pet Populations 2015-2020

MARKET DATA

Table 2 Sales of Pet Food by Category: Volume 2015-2020
Table 3 Sales of Pet Care by Category: Value 2015-2020
Table 4 Sales of Pet Food by Category: % Volume Growth 2015-2020
Table 5 Sales of Pet Care by Category: % Value Growth 2015-2020
Table 6 NBO Company Shares of Pet Food: % Value 2015-2019
Table 7 LBN Brand Shares of Pet Food: % Value 2016-2019
Table 8 NBO Company Shares of Dog and Cat Food: % Value 2015-2019
Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2016-2019
Table 10 Penetration of Private Label in Pet Care by Category: % Value 2015-2020
Table 11 Distribution of Pet Care by Format: % Value 2015-2020
Table 12 Distribution of Pet Care by Format and Category: % Value 2020
Table 13 Distribution of Dog and Cat Food by Format: % Value 2015-2020
Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2020
Table 15 Forecast Sales of Pet Food by Category: Volume 2020-2025
Table 16 Forecast Sales of Pet Care by Category: Value 2020-2025
Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2020-2025
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2020-2025

CORONAVIRUS (COVID-19)

DEFINITIONS

SOURCES

Summary 1 Research Sources

Pet Products in Belgium

HEADLINES

PROSPECTS

Pet retailers increasingly provide healthcare advice, as pet healthcare witnessed a shift over the review period 

As dietary supplements lose sales to nutritious pet food, manufacturers forge points of difference, by providing wellbeing focused supplements 

Accessories for pets are embraced by owners, with the rise of humanisation resulting in seasonal launches, including advent calendars and fashion items, such as jackets 

COMPETITIVE LANDSCAPE

Beaphar Belgium Bvba leads the landscape, focusing on diet and health, whereas leading brand Flamingo remains competitive offering a wide range of toys

Aligning with consumer demands for more natural products, cat litter players remain competitive by focusing on natural ingredients 

Pet health care leaders Bayer and Merial face growing competition from natural alternatives

CATEGORY DATA

Table 19 Sales of Pet Products by Category: Value 2015-2020
Table 20 Sales of Pet Products by Category: % Value Growth 2015-2020
Table 21 Sales of Pet Healthcare by Type: % Value 2015-2020
Table 22 Sales of Other Pet Products by Type: % Value 2015-2020
Table 23 NBO Company Shares of Pet Products: % Value 2015-2019
Table 24 LBN Brand Shares of Pet Products: % Value 2016-2019
Table 25 Distribution of Pet Products by Format: % Value 2015-2020
Table 26 Forecast Sales of Pet Products by Category: Value 2020-2025
Table 27 Forecast Sales of Pet Products by Category: % Value Growth 2020-2025

Other Pet Food in Belgium

HEADLINES

PROSPECTS

Growth in small mammal ownership continues to rise, and owners increasingly reach for healthy, natural treats for hamsters, rabbits and guinea pigs

The humanisation trend is rising in other pet food, with premium products offering natural ingredients, grain-free food and high-fibre food options

Growing urbanisation results in a rise of cost-efficient, easy to manage pets such as smaller mammals and reptiles 

COMPETITIVE LANDSCAPE

Although Vitakraft leads, the landscape is highly fractured, with only a small amount of players catering to different species

The majority of purchases for other pet food are made at supermarkets, pet superstores and pet shops, as online is used for specialist products and advice 

Private label is weaker in other pet food, as retailers focus on lucrative areas such as cat and dog food

CATEGORY INDICATORS

Table 28 Other Pet Population 2015-2020

CATEGORY DATA

Table 29 Sales of Other Pet Food by Category: Volume 2015-2020
Table 30 Sales of Other Pet Food by Category: Value 2015-2020
Table 31 Sales of Other Pet Food by Category: % Volume Growth 2015-2020
Table 32 Sales of Other Pet Food by Category: % Value Growth 2015-2020
Table 33 LBN Brand Shares of Bird Food: % Value 2016-2019
Table 34 LBN Brand Shares of Fish Food: % Value 2016-2019
Table 35 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2016-2019
Table 36 Distribution of Other Pet Food by Format: % Value 2015-2020
Table 37 Forecast Sales of Other Pet Food by Category: Volume 2020-2025
Table 38 Forecast Sales of Other Pet Food by Category: Value 2020-2025
Table 39 Forecast Sales of Other Pet Food by Category: % Volume Growth 2020-2025
Table 40 Forecast Sales of Other Pet Food by Category: % Value Growth 2020-2025

Dog Food in Belgium

HEADLINES

PROSPECTS

Growing premiumisation results in croquettes, beers and ice cream treats for dogs, with the humanisation trend influencing these launches

Dog food that offers healthy eating and clean labels drives premiumisation, while building consumer loyalty and trust 

Increased urbanisation and busier lifestyles are increasing purchases of smaller dogs, limiting volume sales of dog food 

COMPETITIVE LANDSCAPE

Mars Belgium retains its lead; however, premiumisation and new, healthy offerings pose a threat to the traditional dog food player

Dog treats are continuing to record high levels of growth, as competitors focus on innovation, premiumisation, and natural, healthy treats for dogs 

Private label players are leading innovation, offering premium, natural choices, and food developed for pets’ specific needs 

CATEGORY INDICATORS

Table 41 Dog Owning Households: % Analysis 2015-2020
Table 42 Dog Population 2015-2020
Table 43 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2015-2020

CATEGORY DATA

Summary 2 Dog Food by Price Band 2020
Table 44 Sales of Dog Food by Category: Volume 2015-2020
Table 45 Sales of Dog Food by Category: Value 2015-2020
Table 46 Sales of Dog Food by Category: % Volume Growth 2015-2020
Table 47 Sales of Dog Food by Category: % Value Growth 2015-2020
Table 48 Sales of Dry Dog Food by Life-Cycle: % Value 2015-2020
Table 49 Sales of Wet Dog Food by Life-Cycle: % Value 2015-2020
Table 50 NBO Company Shares of Dog Food: % Value 2015-2019
Table 51 LBN Brand Shares of Dog Food: % Value 2016-2019
Table 52 LBN Brand Shares of Dog Treats: % Value 2016-2019
Table 53 Distribution of Dog Food by Format: % Value 2015-2020
Table 54 Forecast Sales of Dog Food by Category: Volume 2020-2025
Table 55 Forecast Sales of Dog Food by Category: Value 2020-2025
Table 56 Forecast Sales of Dog Food by Category: % Volume Growth 2020-2025
Table 57 Forecast Sales of Dog Food by Category: % Value Growth 2020-2025

Cat Food in Belgium

HEADLINES

PROSPECTS

Urbanisation boosts cat ownership, but benefits cat products such as cat litter and toys, as well as supporting the growing interest in small dogs, mammals and reptiles 

Premium dry cat food records the highest growth, however wet cat food shows more significant innovation, set to perform well over the forecast period 

As cat owners want to pamper and treat their felines, cat treats remain one of the fastest-growing areas in all Belgium pet food

COMPETITIVE LANDSCAPE

Mars and Nestlé continue to lead the landscape, however, new competition from premium wet cat food players is set to threaten their share over the forecast period

Economy cat food is dominated by private label players, with little innovation as main supermarket chains lead the landscape 

Cat owners increasingly demand eco-friendly, sustainable and healthy product options, all of which are set to grow over the forecast period 

CATEGORY INDICATORS

Table 58 Cat Owning Households: % Analysis 2015-2020
Table 59 Cat Population 2015-2020
Table 60 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2015-2020

CATEGORY DATA

Summary 3 Cat Food by Price Band 2020
Table 61 Sales of Cat Food by Category: Volume 2015-2020
Table 62 Sales of Cat Food by Category: Value 2015-2020
Table 63 Sales of Cat Food by Category: % Volume Growth 2015-2020
Table 64 Sales of Cat Food by Category: % Value Growth 2015-2020
Table 65 Sales of Dry Cat Food by Life-Cycle: % Value 2015-2020
Table 66 Sales of Wet Cat Food by Life-Cycle: % Value 2015-2020
Table 67 NBO Company Shares of Cat Food: % Value 2015-2019
Table 68 LBN Brand Shares of Cat Food: % Value 2016-2019
Table 69 LBN Brand Shares of Cat Treats: % Value 2016-2019
Table 70 Distribution of Cat Food by Format: % Value 2015-2020
Table 71 Forecast Sales of Cat Food by Category: Volume 2020-2025
Table 72 Forecast Sales of Cat Food by Category: Value 2020-2025
Table 73 Forecast Sales of Cat Food by Category: % Volume Growth 2020-2025
Table 74 Forecast Sales of Cat Food by Category: % Value Growth 2020-2025

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