Executive Summary

Jun 2019
Pet care premiumisation continues despite economic concerns

Periods of economic weakness or stress generally lead to an economising trend among consumers, who tend to prioritise essential items and choose economy products. This, however, appears to be less prominent in pet care.

Dogs increasingly welcomed as owners’ companions

Although cats remained the most popular pets in Finland in 2019, the dog population recorded more dynamic growth over the review period, with this set to continue going forward. In contrast, some other pet populations are declining.

Environmental concerns an opportunity for producers

There was much discussion in Finland in 2018 and into 2019 of the harmful impacts of plastic and climate change on the environment, with the latter becoming one of the main concerns among the population. Food miles were an important part of the discussion, with many Finns preferring domestic fmcg products, which they regard as safer and better for the environment.

Internet retailing gains share from modern grocery retailers thanks to home delivery and extensive range

While pet shops dominate sales of pet care, major modern grocery retailers such as S Group and Kesko also remain significant retailers of pet care. However, these chains recorded lower than average retail value growth in 2018.

Slower growth expected but healthy and naturally-positioned products will add value

Pet care is expected to record lower retail volume and current value growth during the forecast period than over the review period. The increase in the Finnish dog population was quite exceptional over the review period, and growth will likely slow marginally over the forecast period, and the same is expected to be the case with cats.

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Pet Care in Finland

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Overview

Discover the latest market trends and uncover sources of future market growth for the Pet Care industry in Finland 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 Finland, 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 Finland for free:

The Pet Care in Finland 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 Finland?
  • What are the major brands in Finland?
  • 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 Finland

EXECUTIVE SUMMARY

Pet care premiumisation continues despite economic concerns
Dogs increasingly welcomed as owners’ companions
Environmental concerns an opportunity for producers
Internet retailing gains share from modern grocery retailers thanks to home delivery and extensive range
Slower growth expected but healthy and naturally-positioned products will add value

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 Finland

HEADLINES

PROSPECTS

Cats remain the most popular pets as they are easier to keep but growth threatened by increase in small dogs
Internet retailing benefits from offering convenience, wide product range and value for money
Product development a challenge in cat food as owners are reluctant to try new variants for fussy cats

COMPETITIVE LANDSCAPE

Competitive landscape mirrors dog food, with multinational giants still in lead
Domestic dry cat food pioneered by Eläinruokatehdas Lemmikki with grain-free Oscar launches
Fierce debates surrounding the role cat food plays in cat allergies

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 Finland

HEADLINES

PROSPECTS

Shift to smaller dogs encourages focus on value-added food
Dog owners seek quality and natural ingredients while environmental concerns rise
Internet retailing players woo consumers with convenience, product range and home delivery

COMPETITIVE LANDSCAPE

Multinationals still lead but under pressure from domestic challengers
Dagsmark Petfood banks on Finnish identity and expands grain-free and breed-specific range
Supermarkets and hypermarkets benefit from catering to premiumisation trend

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 Finland

HEADLINES

PROSPECTS

Demographic shifts, such as low birth rate, erode other pet population
Poor product selection often seen in mainstream retailers
Social media both a resource and a threat to other pets

COMPETITIVE LANDSCAPE

Dog and cat food giants absent but leader Versele-Laga benefits from major upgrade
Lack of distribution through Musti ja Mirri impacts Best Friend Group’s share
Private label remains underdeveloped as retailers focus on products with better prospects

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 Finland

HEADLINES

PROSPECTS

Pet dietary supplements benefits from focus on ensuring long and healthy lives
Dogs increasingly welcome in shops, gyms and restaurants
High-tech products developed for dogs

COMPETITIVE LANDSCAPE

Best Friend Group continues to lead as a result of good distribution and strong product range
Pet care increasingly echoes owners’ health regimes, particularly in the case of organic products and oral health
Private label limited to cat litter due to limited sales and specialist manufacturing requirements

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