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Country Report

Pet Care in

Pet Care in Denmark

May 2020

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Executive Summary

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Pet care value sales continue to rise, boosted by humanisation, changes in pet populations

The increase in pet care value sales in 2020 is consistent with the steady growth recorded in the category throughout the review period. At the same time, pet care volume sales declined, again, reflecting the pattern seen during the review period.

Changes in demographics, living conditions, driving trends in pet care

During the review period, several demographic trends emerged relating to Danish pet populations and these continue to affect the direction of pet care in 2020. For example, there has been a rise in the number of households keeping small dog breeds, a trend due in large part to increasing urbanisation and the reduction in household living space, especially amongst apartment dwellers.

Despite premiumisation, consumers still value affordable private label options

Clearly, the premiumisation trend remains strong amongst pet owners in 2020, reflected by the increased demand for more expensive, high-quality pet care products and services. For example, high-end dog food brands such as Kingsmoor and Olivers Petfood continue to record steady growth, exerting added pressure on players in the mid-priced segment, particularly Mars Danmark.

Brick-and-mortar outlets face growing competition from e-commerce

Pet stores and pet superstores are the primary distribution channels in pet care. Indeed, many pet owners enjoy in-store shopping and find it the most effective way to purchase pet products.

Despite slow increases/declines in pet populations, moderate value sales growth projected for pet care

Pet care value sales are projected to continue to see moderate but steady growth over the forecast period, although it is expected that growth will gradually slow later in the period as a result, at least in part, of declining or slowly growing pet populations. What future value sales growth the category will see is expected to be based on the effect of strong premiumisation and humanisation trends which are expected to spur increased demand for more expensive, high-quality pet products.

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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 Denmark 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 Denmark, 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 Denmark for free:

The Pet Care in Denmark 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 Denmark?
What are the major brands in Denmark?
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 Denmark

EXECUTIVE SUMMARY

Pet care value sales continue to rise, boosted by humanisation, changes in pet populations

Changes in demographics, living conditions, driving trends in pet care

Despite premiumisation, consumers still value affordable private label options

Brick-and-mortar outlets face growing competition from e-commerce

Despite slow increases/declines in pet populations, moderate value sales growth projected for pet care

MARKET INDICATORS

MARKET DATA

CORONAVIRUS (COVID-19)

DEFINITIONS

SOURCES

Pet Care in Denmark

EXECUTIVE SUMMARY

Pet care value sales continue to rise, boosted by humanisation, changes in pet populations

Changes in demographics, living conditions, driving trends in pet care

Despite premiumisation, consumers still value affordable private label options

Brick-and-mortar outlets face growing competition from e-commerce

Despite slow increases/declines in pet populations, moderate value sales growth projected for pet care

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

Dog Food in Denmark

HEADLINES

PROSPECTS

Humanisation, quest for healthier dog food driving value sales growth

Demand for premium dry dog food rises in line with growing popularity of premium wet food

Premiumisation drives growth of healthy dog treats

COMPETITIVE LANDSCAPE

Competition ramps up as new players enter the fray and as established brands fight back against scandal reports

Dry dog food players employ various strategies to reignite slowing value sales growth

Race to serve price-conscious consumers intensified by growth of e-commerce, private label ranges

CATEGORY INDICATORS

Table 19 Dog Owning Households: % Analysis 2015-2020
Table 20 Dog Population 2015-2020
Table 21 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2015-2020

CATEGORY DATA

Summary 2 Dog Food by Price Band 2020
Table 22 Sales of Dog Food by Category: Volume 2015-2020
Table 23 Sales of Dog Food by Category: Value 2015-2020
Table 24 Sales of Dog Food by Category: % Volume Growth 2015-2020
Table 25 Sales of Dog Food by Category: % Value Growth 2015-2020
Table 26 Sales of Dry Dog Food by Life-Cycle: % Value 2015-2020
Table 27 Sales of Wet Dog Food by Life-Cycle: % Value 2015-2020
Table 28 NBO Company Shares of Dog Food: % Value 2015-2019
Table 29 LBN Brand Shares of Dog Food: % Value 2016-2019
Table 30 LBN Brand Shares of Dog Treats: % Value 2016-2019
Table 31 Distribution of Dog Food by Format: % Value 2015-2020
Table 32 Forecast Sales of Dog Food by Category: Volume 2020-2025
Table 33 Forecast Sales of Dog Food by Category: Value 2020-2025
Table 34 Forecast Sales of Dog Food by Category: % Volume Growth 2020-2025
Table 35 Forecast Sales of Dog Food by Category: % Value Growth 2020-2025

Cat Food in Denmark

HEADLINES

PROSPECTS

Consumers showing greater interest in new cat food recipes, boosting entry of new players

Growing consciousness of pet health driving increased demand for organic cat food, slimming cat food

Pet humanisation driving strong growth in value sales of cat treats

COMPETITIVE LANDSCAPE

Mars Danmark still the leader in several cat food categories, but private label making headway via competitive pricing

Premiumisation, environmental awareness driving increased demand for premium cat food

Brick-and-mortar stores still popular but e-commerce expected to play a significant role over the forecast period

CATEGORY INDICATORS

Table 36 Cat Owning Households: % Analysis 2015-2020
Table 37 Cat Population 2015-2020
Table 38 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2015-2020

CATEGORY DATA

Summary 3 Cat Food by Price Band 2020
Table 39 Sales of Cat Food by Category: Volume 2015-2020
Table 40 Sales of Cat Food by Category: Value 2015-2020
Table 41 Sales of Cat Food by Category: % Volume Growth 2015-2020
Table 42 Sales of Cat Food by Category: % Value Growth 2015-2020
Table 43 Sales of Dry Cat Food by Life-Cycle: % Value 2015-2020
Table 44 Sales of Wet Cat Food by Life-Cycle: % Value 2015-2020
Table 45 NBO Company Shares of Cat Food: % Value 2015-2019
Table 46 LBN Brand Shares of Cat Food: % Value 2016-2019
Table 47 LBN Brand Shares of Cat Treats: % Value 2016-2019
Table 48 Distribution of Cat Food by Format: % Value 2015-2020
Table 49 Forecast Sales of Cat Food by Category: Volume 2020-2025
Table 50 Forecast Sales of Cat Food by Category: Value 2020-2025
Table 51 Forecast Sales of Cat Food by Category: % Volume Growth 2020-2025
Table 52 Forecast Sales of Cat Food by Category: % Value Growth 2020-2025

Other Pet Food in Denmark

HEADLINES

PROSPECTS

Sluggish growth of other pet food due to declining interest of Danes in keeping smaller pets

Small mammals still popular pets, driving demand for premium food

E-commerce continues to reshape distribution landscape in other pet food

COMPETITIVE LANDSCAPE

Top players hold their own in 2019 in increasingly competitive other pet food category

Other pet food sees little new product development due to subdued growth

Best Friend Denmark relies on premiumisation, new product development to boost small mammal pet food sales

CATEGORY DATA

Table 53 Sales of Other Pet Food by Category: Volume 2015-2020
Table 54 Sales of Other Pet Food by Category: Value 2015-2020
Table 55 Sales of Other Pet Food by Category: % Volume Growth 2015-2020
Table 56 Sales of Other Pet Food by Category: % Value Growth 2015-2020
Table 57 LBN Brand Shares of Bird Food: % Value 2016-2019
Table 58 LBN Brand Shares of Fish Food: % Value 2016-2019
Table 59 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2016-2019
Table 60 Distribution of Other Pet Food by Format: % Value 2015-2020
Table 61 Forecast Sales of Other Pet Food by Category: Volume 2020-2025
Table 62 Forecast Sales of Other Pet Food by Category: Value 2020-2025
Table 63 Forecast Sales of Other Pet Food by Category: % Volume Growth 2020-2025
Table 64 Forecast Sales of Other Pet Food by Category: % Value Growth 2020-2025

Pet Products in Denmark

HEADLINES

PROSPECTS

Premiumisation, humanisation help drive 2020 value sales growth

Busy urban pet owners continue to seek pet products that offer convenience, time savings

Despite steady value sales growth, pet dietary supplements destined to remain niche products

COMPETITIVE LANDSCAPE

Pet products leader Chrisco A/S increases its value share in 2019

Environmentally-friendly cat litter and other pet products set to boost value sales over forecast period

Pet shops, pet superstores developing omnichannel sales strategies

CATEGORY DATA

Table 65 Sales of Pet Products by Category: Value 2015-2020
Table 66 Sales of Pet Products by Category: % Value Growth 2015-2020
Table 67 Sales of Pet Healthcare by Type: % Value 2015-2020
Table 68 Sales of Other Pet Products by Type: % Value 2015-2020
Table 69 NBO Company Shares of Pet Products: % Value 2015-2019
Table 70 LBN Brand Shares of Pet Products: % Value 2016-2019
Table 71 Distribution of Pet Products by Format: % Value 2015-2020
Table 72 Forecast Sales of Pet Products by Category: Value 2020-2025
Table 73 Forecast Sales of Pet Products by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Pet Care in Denmark

New Report Guarantee

Executive Summary

New Report Guarantee

Pet care value sales continue to rise, boosted by humanisation, changes in pet populations

Changes in demographics, living conditions, driving trends in pet care

Despite premiumisation, consumers still value affordable private label options

Brick-and-mortar outlets face growing competition from e-commerce

Despite slow increases/declines in pet populations, moderate value sales growth projected for pet care

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Pet Care in Denmark

EXECUTIVE SUMMARY

Pet care value sales continue to rise, boosted by humanisation, changes in pet populations

Changes in demographics, living conditions, driving trends in pet care

Despite premiumisation, consumers still value affordable private label options

Brick-and-mortar outlets face growing competition from e-commerce

Despite slow increases/declines in pet populations, moderate value sales growth projected for pet care

MARKET INDICATORS

MARKET DATA

CORONAVIRUS (COVID-19)

DEFINITIONS

SOURCES

Pet Care in Denmark

EXECUTIVE SUMMARY

Pet care value sales continue to rise, boosted by humanisation, changes in pet populations

Changes in demographics, living conditions, driving trends in pet care

Despite premiumisation, consumers still value affordable private label options

Brick-and-mortar outlets face growing competition from e-commerce

Despite slow increases/declines in pet populations, moderate value sales growth projected for pet care

MARKET INDICATORS

MARKET DATA

CORONAVIRUS (COVID-19)

DEFINITIONS

SOURCES

Dog Food in Denmark

HEADLINES

PROSPECTS

Humanisation, quest for healthier dog food driving value sales growth

Demand for premium dry dog food rises in line with growing popularity of premium wet food

Premiumisation drives growth of healthy dog treats

COMPETITIVE LANDSCAPE

Competition ramps up as new players enter the fray and as established brands fight back against scandal reports

Dry dog food players employ various strategies to reignite slowing value sales growth

Race to serve price-conscious consumers intensified by growth of e-commerce, private label ranges

CATEGORY INDICATORS

CATEGORY DATA

Cat Food in Denmark

HEADLINES

PROSPECTS

Consumers showing greater interest in new cat food recipes, boosting entry of new players

Growing consciousness of pet health driving increased demand for organic cat food, slimming cat food

Pet humanisation driving strong growth in value sales of cat treats

COMPETITIVE LANDSCAPE

Mars Danmark still the leader in several cat food categories, but private label making headway via competitive pricing

Premiumisation, environmental awareness driving increased demand for premium cat food

Brick-and-mortar stores still popular but e-commerce expected to play a significant role over the forecast period

CATEGORY INDICATORS

CATEGORY DATA

Other Pet Food in Denmark

HEADLINES

PROSPECTS

Sluggish growth of other pet food due to declining interest of Danes in keeping smaller pets

Small mammals still popular pets, driving demand for premium food

E-commerce continues to reshape distribution landscape in other pet food

COMPETITIVE LANDSCAPE

Top players hold their own in 2019 in increasingly competitive other pet food category

Other pet food sees little new product development due to subdued growth

Best Friend Denmark relies on premiumisation, new product development to boost small mammal pet food sales

CATEGORY DATA

Pet Products in Denmark

HEADLINES

PROSPECTS

Premiumisation, humanisation help drive 2020 value sales growth