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Pet Care in Norway
June 2022
Pet care in 2022: The big picture
Pet care retail constant value sales (2021 prices) continued to expand at a robust pace in 2022 – albeit at a significantly slower pace than in either 2020 or 2021, when COVID-19 provided a boost to both the pet population and deepened the pet humanisation trend, as lockdown restrictions meant that their owners spent more time with them. This was particularly the case for dogs and cats, with the strong premiumisation trend in both dog and cat food continuing into 2022.
2022 key trends
Norwegian consumers are increasingly looking for locally or regionally produced dog and cat food, which they perceive to be both of high quality and sustainable. This trend is also evident in cat food.
Competitive landscape
International companies Mars Norge AS, Nestlé Norge AS and Royal Canin Norge AS continued to lead in pet food in 2021, accounting for more than a third of retail value sales between them. However, local brands are growing in popularity, as Norwegian consumers are increasingly looking for locally or regionally produced dog food, which they perceive to be both of high quality and sustainable.
Retailing developments
Having received a significant boost from pandemic restrictions during 2020 and (to a lesser extent) in 2021, the value share of e-commerce in pet food and (to a lesser extent) pet products continued to expand during 2022. Pandemic restrictions encouraged a growing number of local consumers to shop online for groceries for the first time.
What next for pet care?
The rate of growth in pet care retail constant value sales will gradually cool over the course of the forecast period, as daily life continues to normalise in the wake of the pandemic and owners generally spend less time with their pets, but it will remain robust throughout. Demographics and societal changes will remain significant drivers – with fewer children born and more people living alone, pets will increasingly be humanised and indulged by many owners.
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Overview:
Understand the latest market trends and future growth opportunities for the Pet Care industry in Norway with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
Cat Food
Dog Food
Other Pet Food
Pet Products
If you're in the Pet Care industry in Norway, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Pet Care in Norway report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Pet Care in Norway?
Which are the leading brands in Pet Care in Norway?
How are products distributed in Pet Care in Norway?
How is the rise of e-commerce impacting the retail environment and consumer engagement?
How are fashions and values in human food echoed in food for pets?
How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
Where is future growth expected to be most dynamic?
Pet Care in Norway
EXECUTIVE SUMMARY
Pet care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for pet care?
MARKET INDICATORS
Table 1 Pet Populations 2017-2022
MARKET DATA
Table 2 Sales of Pet Food by Category: Volume 2017-2022Table 3 Sales of Pet Care by Category: Value 2017-2022Table 4 Sales of Pet Food by Category: % Volume Growth 2017-2022Table 5 Sales of Pet Care by Category: % Value Growth 2017-2022Table 6 NBO Company Shares of Pet Food: % Value 2017-2021Table 7 LBN Brand Shares of Pet Food: % Value 2018-2021Table 8 NBO Company Shares of Dog and Cat Food: % Value 2017-2021Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2018-2021Table 10 Penetration of Private Label in Pet Care by Category: % Value 2017-2022Table 11 Distribution of Pet Care by Format: % Value 2017-2022Table 12 Distribution of Pet Care by Format and Category: % Value 2022Table 13 Distribution of Dog and Cat Food by Format: % Value 2017-2022Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2022Table 15 Forecast Sales of Pet Food by Category: Volume 2022-2027Table 16 Forecast Sales of Pet Care by Category: Value 2022-2027Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2022-2027Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
Cat Food in Norway
KEY DATA FINDINGS
2022 DEVELOPMENTS
Premiumisation continues to drive robust growth in retail value sales
Consumers increasingly look for sustainable ingredients and packaging
International brands remain dominant
PROSPECTS AND OPPORTUNITIES
Premiumisation, sustainability and raw material costs will push up pricing
E-commerce will continue to expand, with omnichannel strategies increasingly the norm
The product offer in cat food will continue to widen
CATEGORY INDICATORS
Table 19 Cat Owning Households: % Analysis 2017-2022Table 20 Cat Population 2017-2022Table 21 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2017-2022
CATEGORY DATA
Summary 2 Cat Food by Price Band 2022Table 22 Sales of Cat Food by Category: Volume 2017-2022Table 23 Sales of Cat Food by Category: Value 2017-2022Table 24 Sales of Cat Food by Category: % Volume Growth 2017-2022Table 25 Sales of Cat Food by Category: % Value Growth 2017-2022Table 26 Sales of Dry Cat Food by Life-Cycle: % Value 2017-2022Table 27 Sales of Wet Cat Food by Life-Cycle: % Value 2017-2022Table 28 NBO Company Shares of Cat Food: % Value 2017-2021Table 29 LBN Brand Shares of Cat Food: % Value 2018-2021Table 30 LBN Brand Shares of Cat Treats and Mixers: % Value 2018-2021Table 31 Distribution of Cat Food by Format: % Value 2017-2022Table 32 Forecast Sales of Cat Food by Category: Volume 2022-2027Table 33 Forecast Sales of Cat Food by Category: Value 2022-2027Table 34 Forecast Sales of Cat Food by Category: % Volume Growth 2022-2027Table 35 Forecast Sales of Cat Food by Category: % Value Growth 2022-2027
Dog Food in Norway
KEY DATA FINDINGS
2022 DEVELOPMENTS
Premium brands increasingly visible in modern retail
Local and regional brands gain consumer trust
E-commerce continues to grow in importance
PROSPECTS AND OPPORTUNITIES
Demographic trends will continue to support dog ownership and premiumisation
Health and wellness trend will deepen
E-commerce will go mainstream
CATEGORY INDICATORS
Table 36 Dog Owning Households: % Analysis 2017-2022Table 37 Dog Population 2017-2022Table 38 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2017-2022
CATEGORY DATA
Summary 3 Dog Food by Price Band 2022Table 39 Sales of Dog Food by Category: Volume 2017-2022Table 40 Sales of Dog Food by Category: Value 2017-2022Table 41 Sales of Dog Food by Category: % Volume Growth 2017-2022Table 42 Sales of Dog Food by Category: % Value Growth 2017-2022Table 43 Sales of Dry Dog Food by Life-Cycle: % Value 2017-2022Table 44 Sales of Wet Dog Food by Life-Cycle: % Value 2017-2022Table 45 NBO Company Shares of Dog Food: % Value 2017-2021Table 46 LBN Brand Shares of Dog Food: % Value 2018-2021Table 47 LBN Brand Shares of Dog Treats and Mixers: % Value 2018-2021Table 48 Distribution of Dog Food by Format: % Value 2017-2022Table 49 Forecast Sales of Dog Food by Category: Volume 2022-2027Table 50 Forecast Sales of Dog Food by Category: Value 2022-2027Table 51 Forecast Sales of Dog Food by Category: % Volume Growth 2022-2027Table 52 Forecast Sales of Dog Food by Category: % Value Growth 2022-2027
Other Pet Food in Norway
KEY DATA FINDINGS
2022 DEVELOPMENTS
Premiumisation trend is generally much weaker in other pet food than in dog or cat food
A degree of premiumisation is evident in small mammal food
Beaphar seeks to leverage premiumisation in small mammal food
PROSPECTS AND OPPORTUNITIES
Premiumisation trend will gradually gather pace in small mammal food
An opportunity for private label growth
E-commerce will gradually increase in popularity
CATEGORY INDICATORS
Table 53 Other Pet Population 2017-2022
CATEGORY DATA
Table 54 Sales of Other Pet Food by Category: Volume 2017-2022Table 55 Sales of Other Pet Food by Category: Value 2017-2022Table 56 Sales of Other Pet Food by Category: % Volume Growth 2017-2022Table 57 Sales of Other Pet Food by Category: % Value Growth 2017-2022Table 58 LBN Brand Shares of Bird Food: % Value 2018-2021Table 59 LBN Brand Shares of Fish Food: % Value 2018-2021Table 60 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2018-2021Table 61 Distribution of Other Pet Food by Format: % Value 2017-2022Table 62 Forecast Sales of Other Pet Food by Category: Volume 2022-2027Table 63 Forecast Sales of Other Pet Food by Category: Value 2022-2027Table 64 Forecast Sales of Other Pet Food by Category: % Volume Growth 2022-2027Table 65 Forecast Sales of Other Pet Food by Category: % Value Growth 2022-2027
Pet Products in Norway
KEY DATA FINDINGS
2022 DEVELOPMENTS
Pet humanisation and expanding pet population continue to drive robust growth
Other pet products are increasingly available online
Fragmented competitive landscape is characterised by frequent new product launches
PROSPECTS AND OPPORTUNITIES
More cat owners will opt for better quality and more sustainable cat litter
Pet healthcare providers will increasingly work with retailers and insurance companies
Pet shops will face more intense competition
CATEGORY DATA
Table 66 Sales of Pet Products by Category: Value 2017-2022Table 67 Sales of Pet Products by Category: % Value Growth 2017-2022Table 68 Sales of Pet Healthcare by Type: % Value 2017-2022Table 69 Sales of Other Pet Products by Type: % Value 2017-2022Table 70 NBO Company Shares of Pet Products: % Value 2017-2021Table 71 LBN Brand Shares of Pet Products: % Value 2018-2021Table 72 Distribution of Pet Products by Format: % Value 2017-2022Table 73 Forecast Sales of Pet Products by Category: Value 2022-2027Table 74 Forecast Sales of Pet Products by Category: % Value Growth 2022-2027
The following categories and subcategories are included:
Pet Care
Cat Treats and Mixers
Economy Dry Cat Food
Mid-Priced Dry Cat Food
Premium Therapeutic Dry Cat Food
Premium Non-Therapeutic Dry Cat Food
Economy Wet Cat Food
Mid-Priced Wet Cat Food
Premium Therapeutic Wet Cat Food
Premium Non-Therapeutic Wet Cat Food
Dog Treats and Mixers
Economy Dry Dog Food
Mid-Priced Dry Dog Food
Premium Therapeutic Dry Dog Food
Premium Non-Therapeutic Dry Dog Food
Economy Wet Dog Food
Mid-Priced Wet Dog Food
Premium Therapeutic Wet Dog Food
Premium Non-Therapeutic Wet Dog Food
Bird Food
Fish Food
Small Mammal/Reptile Food
Cat Litter
Pet Healthcare
Other Pet Products
Pet Care
This is the aggregation of pet food and pet products.