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.
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.
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.
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.
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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This industry report originates from Passport, our Pet Care market research database.