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Country Report

Pet Care in

Pet Care in Belgium

Jun 2019

US$2,100

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

New animal-related laws could limit future sales

Pet care in Belgium continued to record solid current value growth in 2019, with dog food, cat food, other pet food and pet products all registering positive results. The industry continues to benefit from a growing pet population, albeit growing fairly slowly.

Value growth driven by premiumisation

Despite a volume decline in dog food overall and some cat food categories, value growth continues to be driven by premiumisation, with more Belgian pet owners trading up from mid-priced to premium food due to there not being a significant gap in price between the two segments. The premiumisation trend is being supported by better education with regard to tailored nutrition, with the marketplace seeing many more products focusing on digestive health, weight management, breed, pet age and condition, such as Poesie by VitaKraft.

Changing shopping habits and proactive private label producers pose a threat to the multinationals

Mars Belgium remained the leading player in pet care in 2018, maintaining a significant gap over second-placed Nestlé Purina PetCare. However, the share of both manufacturers continued to decline slightly.

Internet retailing boosted by subscription services as grocery retailers are forced to diversify

Internet retailing continued to boom in pet care in 2019, recording another year of double-digit value sales growth. The channel’s gain in share is largely being fuelled by pure online players such as Zooplus and Amazon, as well as relatively new entrants like Azoo and Direct-Vet, which are seen as being discounters of premium products.

Tailored nutrition and natural options support the forecast performance

Pet care in Belgium is expected to register a significantly stronger performance over the forecast period in current value terms when compared to the review period. While volume growth will be hard to come by as a result of a slightly declining overall pet population, value growth will be driven by various factors, but primarily the price-inflating premiumisation, convenience and pet humanisation trends.

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Pet Care Sample Report Sample Data Extraction

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 Pet Care industry in Belgium 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 Pet Care industry in Belgium, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Belgium for free:

The Pet Care in Belgium 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 Pet Care in Belgium?
What are the major brands in Belgium?
How did the downturn affect pet care spending?
Which is the best-performing category within pet care?
Which is the fastest-growing pet food manufacturer?
How have pet specialists fared in recent years?
What are growth prospects for pet care in the next 5 years?

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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Pet Care in Belgium

EXECUTIVE SUMMARY

New animal-related laws could limit future sales

Value growth driven by premiumisation

Changing shopping habits and proactive private label producers pose a threat to the multinationals

Internet retailing boosted by subscription services as grocery retailers are forced to diversify

Tailored nutrition and natural options support the forecast performance

MARKET INDICATORS

Table 1 Pet Populations 2014-2019

MARKET DATA

Table 2 Sales of Pet Food by Category: Volume 2014-2019
Table 3 Sales of Pet Care by Category: Value 2014-2019
Table 4 Sales of Pet Food by Category: % Volume Growth 2014-2019
Table 5 Sales of Pet Care by Category: % Value Growth 2014-2019
Table 6 NBO Company Shares of Pet Food: % Value 2014-2018
Table 7 LBN Brand Shares of Pet Food: % Value 2015-2018
Table 8 NBO Company Shares of Dog and Cat Food: % Value 2014-2018
Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2015-2018
Table 10 Penetration of Private Label in Pet Care by Category: % Value 2014-2019
Table 11 Distribution of Pet Care by Format: % Value 2014-2019
Table 12 Distribution of Pet Care by Format and Category: % Value 2019
Table 13 Distribution of Dog and Cat Food by Format: % Value 2014-2019
Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2019
Table 15 Forecast Sales of Pet Food by Category: Volume 2019-2024
Table 16 Forecast Sales of Pet Care by Category: Value 2019-2024
Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2019-2024
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2019-2024

DEFINITIONS

SOURCES

Summary 1 Research Sources

Cat Food in Belgium

HEADLINES

PROSPECTS

Urban living supports cat ownership, but interest in small mammals and reptiles grows

Premium dry cat food is star performer...for now

Belgian’s awareness of sustainable production extends beyond their own food to that of their pets

COMPETITIVE LANDSCAPE

Mars and Nestlé are unchallenged leaders in cat food but cannot afford to get complacent

Private label and premiumisation pressurise the mid-priced brands

Quality and availability of therapeutic brands boost sales

CATEGORY INDICATORS

Table 19 Cat Owning Households: % Analysis 2014-2019
Table 20 Cat Population 2014-2019
Table 21 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2014-2019

CATEGORY DATA

Summary 2 Cat Food by Price Band
Table 22 Sales of Cat Food by Category: Volume 2014-2019
Table 23 Sales of Cat Food by Category: Value 2014-2019
Table 24 Sales of Cat Food by Category: % Volume Growth 2014-2019
Table 25 Sales of Cat Food by Category: % Value Growth 2014-2019
Table 26 Sales of Dry Cat Food by Life-Cycle: % Value 2014-2018
Table 27 Sales of Wet Cat Food by Life-Cycle: % Value 2014-2018
Table 28 NBO Company Shares of Cat Food: % Value 2014-2018
Table 29 LBN Brand Shares of Cat Food: % Value 2015-2018
Table 30 LBN Brand Shares of Cat Treats: % Value 2015-2018
Table 31 Distribution of Cat Food by Format: % Value 2014-2019
Table 32 Forecast Sales of Cat Food by Category: Volume 2019-2024
Table 33 Forecast Sales of Cat Food by Category: Value 2019-2024
Table 34 Forecast Sales of Cat Food by Category: % Volume Growth 2019-2024
Table 35 Forecast Sales of Cat Food by Category: % Value Growth 2019-2024

Other Pet Food in Belgium

HEADLINES

PROSPECTS

Human-inspired products not only limited to dog and cat food

Cost-efficient, straightforward pets hold strong appeal

Small mammals deserve to be treated too

COMPETITIVE LANDSCAPE

Vitakraft’s provision for different types of pets supports its lead

A strong online presence is not essential, but should be aspired to

Branded products do best in other pet food

CATEGORY INDICATORS

Table 36 Other Pet Population 2014-2019

CATEGORY DATA

Table 37 Sales of Other Pet Food by Category: Volume 2014-2019
Table 38 Sales of Other Pet Food by Category: Value 2014-2019
Table 39 Sales of Other Pet Food by Category: % Volume Growth 2014-2019
Table 40 Sales of Other Pet Food by Category: % Value Growth 2014-2019
Table 41 LBN Brand Shares of Bird Food: % Value 2015-2018
Table 42 LBN Brand Shares of Fish Food: % Value 2015-2018
Table 43 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2015-2018
Table 44 Distribution of Other Pet Food by Format: % Value 2014-2019
Table 45 Forecast Sales of Other Pet Food by Category: Volume 2019-2024
Table 46 Forecast Sales of Other Pet Food by Category: Value 2019-2024
Table 47 Forecast Sales of Other Pet Food by Category: % Volume Growth 2019-2024
Table 48 Forecast Sales of Other Pet Food by Category: % Value Growth 2019-2024

Pet Products in Belgium

HEADLINES

PROSPECTS

Untapped potential in pet healthcare

Concerns over physical and mental wellbeing drive growth of pet dietary supplements and pet healthcare

Belgium witnessing a craze for pet accessories

COMPETITIVE LANDSCAPE

Beaphar banks on diet and health

Cat litter goes premium

Pets play a part in Christmas, birthdays and family celebrations

CATEGORY DATA

Table 49 Sales of Pet Products by Category: Value 2014-2019
Table 50 Sales of Pet Products by Category: % Value Growth 2014-2019
Table 51 Sales of Pet Healthcare by Type: % Value 2014-2019
Table 52 Sales of Other Pet Products by Type: % Value 2014-2019
Table 53 NBO Company Shares of Pet Products: % Value 2014-2018
Table 54 LBN Brand Shares of Pet Products: % Value 2015-2018
Table 55 Distribution of Pet Products by Format: % Value 2014-2019
Table 56 Forecast Sales of Pet Products by Category: Value 2019-2024
Table 57 Forecast Sales of Pet Products by Category: % Value Growth 2019-2024

Dog Food in Belgium

HEADLINES

PROSPECTS

Space limitations result in a popularity surge for smaller dog breeds

Obese dogs and owners’ interest in formulations drive sales of tailored nutrition

Demand for natural ingredients takes hold in dog treats

COMPETITIVE LANDSCAPE

A shift in focus for Mars to ensure it retains its lead

Premium therapeutic brands go mainstream in grocery retailers in 2018

Belgian producers accommodate all budgets

CATEGORY INDICATORS

Table 58 Dog Owning Households: % Analysis 2014-2019
Table 59 Dog Population 2014-2019
Table 60 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2014-2019

CATEGORY DATA

Summary 3 Dog Food by Price Band
Table 61 Sales of Dog Food by Category: Volume 2014-2019
Table 62 Sales of Dog Food by Category: Value 2014-2019
Table 63 Sales of Dog Food by Category: % Volume Growth 2014-2019
Table 64 Sales of Dog Food by Category: % Value Growth 2014-2019
Table 65 Sales of Dry Dog Food by Life-Cycle: % Value 2014-2018
Table 66 Sales of Wet Dog Food by Life-Cycle: % Value 2014-2018
Table 67 NBO Company Shares of Dog Food: % Value 2014-2018
Table 68 LBN Brand Shares of Dog Food: % Value 2015-2018
Table 69 LBN Brand Shares of Dog Treats: % Value 2015-2018
Table 70 Distribution of Dog Food by Format: % Value 2014-2019
Table 71 Forecast Sales of Dog Food by Category: Volume 2019-2024
Table 72 Forecast Sales of Dog Food by Category: Value 2019-2024
Table 73 Forecast Sales of Dog Food by Category: % Volume Growth 2019-2024
Table 74 Forecast Sales of Dog Food by Category: % Value Growth 2019-2024

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Megatrends

Country Report

Pet Care in Belgium

New Report Guarantee

Executive Summary

New Report Guarantee

New animal-related laws could limit future sales

Value growth driven by premiumisation

Changing shopping habits and proactive private label producers pose a threat to the multinationals

Internet retailing boosted by subscription services as grocery retailers are forced to diversify

Tailored nutrition and natural options support the forecast performance

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Pet Care in Belgium

EXECUTIVE SUMMARY

New animal-related laws could limit future sales

Value growth driven by premiumisation

Changing shopping habits and proactive private label producers pose a threat to the multinationals

Internet retailing boosted by subscription services as grocery retailers are forced to diversify

Tailored nutrition and natural options support the forecast performance

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

Cat Food in Belgium

HEADLINES

PROSPECTS

Urban living supports cat ownership, but interest in small mammals and reptiles grows

Premium dry cat food is star performer...for now

Belgian’s awareness of sustainable production extends beyond their own food to that of their pets

COMPETITIVE LANDSCAPE

Mars and Nestlé are unchallenged leaders in cat food but cannot afford to get complacent

Private label and premiumisation pressurise the mid-priced brands

Quality and availability of therapeutic brands boost sales

CATEGORY INDICATORS

CATEGORY DATA

Other Pet Food in Belgium

HEADLINES

PROSPECTS

Human-inspired products not only limited to dog and cat food

Cost-efficient, straightforward pets hold strong appeal

Small mammals deserve to be treated too

COMPETITIVE LANDSCAPE

Vitakraft’s provision for different types of pets supports its lead

A strong online presence is not essential, but should be aspired to

Branded products do best in other pet food

CATEGORY INDICATORS

CATEGORY DATA

Pet Products in Belgium

HEADLINES

PROSPECTS

Untapped potential in pet healthcare

Concerns over physical and mental wellbeing drive growth of pet dietary supplements and pet healthcare

Belgium witnessing a craze for pet accessories

COMPETITIVE LANDSCAPE

Beaphar banks on diet and health

Cat litter goes premium

Pets play a part in Christmas, birthdays and family celebrations

CATEGORY DATA

Dog Food in Belgium

HEADLINES

PROSPECTS

Space limitations result in a popularity surge for smaller dog breeds

Obese dogs and owners’ interest in formulations drive sales of tailored nutrition

Demand for natural ingredients takes hold in dog treats

COMPETITIVE LANDSCAPE

A shift in focus for Mars to ensure it retains its lead

Premium therapeutic brands go mainstream in grocery retailers in 2018

Belgian producers accommodate all budgets

CATEGORY INDICATORS

CATEGORY DATA

Why buy this report?

Want to find out more about this report?

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