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Pet Care in
Denmark

Country Report

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Executive Summary

Jun 2019
Pet care benefits from increasing number of urban dwellers and humanisation trend

There are growing numbers of pets among city dwellers and a rise in the number of small dogs, which now outnumber large dog breeds, as the former are better suited to urban lifestyles. As such, industry players have had to focus on boosting their sales via premiumisation strategies, as volumes of dog food are not achieving significant growth.

Growth in small dog population

While dogs remained the favoured pet in Denmark in 2019, there was a rise in the number of households keeping small dog breeds, thanks to increasing urbanisation and a rise in smaller sized households, especially among apartment dwellers, as these animals take up less space and require less work. Moreover, small dog breeds are less expensive to keep and are better suited to the increasing pace of life among many pet owners.

Competitive landscape shaped by focus on health and wellness and quality products

The pet care market remained highly fragmented in 2019, led by Chrisco, Mars Danmark and Coop Danmark. Chrisco is a leading player in cat treats and mixers and dog treats and mixers, focused on producing healthier offerings for cats and dogs.

Bricks and mortar outlets face growing competition from internet retailing

Pet shops and pet superstores remained the leading channels for pet care in 2019. However, internet retailing continued to gain ground to the detriment of pet shops, supermarkets and hypermarkets in particular.

Pet care set to register moderate growth due to stagnating or contracting pet populations

The pet care market in Denmark is expected to achieve moderate growth in value sales over the forecast period as the pet population is set to contract. While value sales of pet care are likely to grow, growth will be dependent on the premiumisation and health and wellness trends, with consumers increasingly focused on buying quality food for their pets.

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Pet Care in Denmark

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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.

Pet Care in Denmark

EXECUTIVE SUMMARY

Pet care benefits from increasing number of urban dwellers and humanisation trend
Growth in small dog population
Competitive landscape shaped by focus on health and wellness and quality products
Bricks and mortar outlets face growing competition from internet retailing
Pet care set to register moderate growth due to stagnating or contracting pet populations

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 Denmark

HEADLINES

PROSPECTS

Limited scope for premiumisation creates potential for new and small players
Organic products emerge in cat food, due to their success in packaged food for humans
Humanisation trend leads to strong growth in sales of cat treats

COMPETITIVE LANDSCAPE

Private label makes headway through competitive pricing
Sheba supports sustainable fishing in its cat food
Companies seize opportunity to diversify, with internet retailing growing but stores still popular

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

Dog Food in Denmark

HEADLINES

PROSPECTS

Healthy dog food and growth in small dog population are key
Premium dry dog food responds to competition from more niche BARF products
As premiumisation occurs, pet owners are also embracing healthy dog treats

COMPETITIVE LANDSCAPE

Competition intensifies as small players focus on health and wellness, but RigtigHundemad suffers backlash over bacteria
Olivers employs various strategies to revitalise sales
Modern grocery retailers and pet shops most popular but internet retailing benefits from low pricing

CATEGORY INDICATORS

Table 36 Dog Owning Households: % Analysis 2014-2019
Table 37 Dog Population 2014-2019
Table 38 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2014-2019

CATEGORY DATA

Summary 3 Dog Food by Price Band
Table 39 Sales of Dog Food by Category: Volume 2014-2019
Table 40 Sales of Dog Food by Category: Value 2014-2019
Table 41 Sales of Dog Food by Category: % Volume Growth 2014-2019
Table 42 Sales of Dog Food by Category: % Value Growth 2014-2019
Table 43 Sales of Dry Dog Food by Life-Cycle: % Value 2014-2018
Table 44 Sales of Wet Dog Food by Life-Cycle: % Value 2014-2018
Table 45 NBO Company Shares of Dog Food: % Value 2014-2018
Table 46 LBN Brand Shares of Dog Food: % Value 2015-2018
Table 47 LBN Brand Shares of Dog Treats: % Value 2015-2018
Table 48 Distribution of Dog Food by Format: % Value 2014-2019
Table 49 Forecast Sales of Dog Food by Category: Volume 2019-2024
Table 50 Forecast Sales of Dog Food by Category: Value 2019-2024
Table 51 Forecast Sales of Dog Food by Category: % Volume Growth 2019-2024
Table 52 Forecast Sales of Dog Food by Category: % Value Growth 2019-2024

Other Pet Food in Denmark

HEADLINES

PROSPECTS

Low growth due to lack of interest in keeping other pets
Premiumisation seen in small mammal/reptile food
Internet retailing gradually shapes distribution of other pet food

COMPETITIVE LANDSCAPE

Top three hold a combined majority share but face competition online and from Versele-Laga
Category sees little new product development due to limited sales
Premiumisation by Best Friend helps boost value sales within small mammal/reptile food

CATEGORY INDICATORS

Table 53 Other Pet Population 2014-2019

CATEGORY DATA

Table 54 Sales of Other Pet Food by Category: Volume 2014-2019
Table 55 Sales of Other Pet Food by Category: Value 2014-2019
Table 56 Sales of Other Pet Food by Category: % Volume Growth 2014-2019
Table 57 Sales of Other Pet Food by Category: % Value Growth 2014-2019
Table 58 LBN Brand Shares of Bird Food: % Value 2015-2018
Table 59 LBN Brand Shares of Fish Food: % Value 2015-2018
Table 60 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2015-2018
Table 61 Distribution of Other Pet Food by Format: % Value 2014-2019
Table 62 Forecast Sales of Other Pet Food by Category: Volume 2019-2024
Table 63 Forecast Sales of Other Pet Food by Category: Value 2019-2024
Table 64 Forecast Sales of Other Pet Food by Category: % Volume Growth 2019-2024
Table 65 Forecast Sales of Other Pet Food by Category: % Value Growth 2019-2024

Pet Products in Denmark

HEADLINES

PROSPECTS

Other pet products benefits from premiumisation and humanisation trends
Urban dwellers seek pet products that offer convenience
Despite the humanisation trend, pet dietary supplements is set to remain niche

COMPETITIVE LANDSCAPE

Chrisco increases its lead, primarily through other pet products
Environmentally-friendly pet products, such as Best Friends cat litter, begin to take off
Pet shops and pet superstores lead distribution, with large retailer Petworld adopting an omnichannel approach

CATEGORY DATA

Table 66 Sales of Pet Products by Category: Value 2014-2019
Table 67 Sales of Pet Products by Category: % Value Growth 2014-2019
Table 68 Sales of Pet Healthcare by Type: % Value 2014-2019
Table 69 Sales of Other Pet Products by Type: % Value 2014-2019
Table 70 NBO Company Shares of Pet Products: % Value 2014-2018
Table 71 LBN Brand Shares of Pet Products: % Value 2015-2018
Table 72 Distribution of Pet Products by Format: % Value 2014-2019
Table 73 Forecast Sales of Pet Products by Category: Value 2019-2024
Table 74 Forecast Sales of Pet Products by Category: % Value Growth 2019-2024