Pet Care in Norway

Pet Care in Norway

EXECUTIVE SUMMARY

COVID-19 impact on pet care

COVID-19 country impact

Company response

Retailing shift

What next for pet care?

MARKET INDICATORS

Table 1 Pet Populations 2016-2021

MARKET DATA

Table 2 Sales of Pet Food by Category: Volume 2016-2021
Table 3 Sales of Pet Care by Category: Value 2016-2021
Table 4 Sales of Pet Food by Category: % Volume Growth 2016-2021
Table 5 Sales of Pet Care by Category: % Value Growth 2016-2021
Table 6 NBO Company Shares of Pet Food: % Value 2016-2020
Table 7 LBN Brand Shares of Pet Food: % Value 2017-2020
Table 8 NBO Company Shares of Dog and Cat Food: % Value 2016-2020
Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2017-2020
Table 10 Penetration of Private Label in Pet Care by Category: % Value 2016-2021
Table 11 Distribution of Pet Care by Format: % Value 2016-2021
Table 12 Distribution of Pet Care by Format and Category: % Value 2021
Table 13 Distribution of Dog and Cat Food by Format: % Value 2016-2021
Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2021
Table 15 Forecast Sales of Pet Food by Category: Volume 2021-2026
Table 16 Forecast Sales of Pet Care by Category: Value 2021-2026
Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2021-2026
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2021-2026

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Dog Food in Norway

KEY DATA FINDINGS

2021 IMPACT

Dog food sees continued boost in 2021, thanks to increased pet ownership and people spending more time with their animals

Channel shifts remain a key aspect in development, with e-commerce and non-grocery retailers accelerated by COVID-19

Premiumisation, locally sourced and transparent products remain key trends, assisted by high-quality private labels

RECOVERY AND OPPORTUNITIES

Growth set to stabilise, with volume low and value stimulated by premiumisation

E-commerce and variety stores set to grow shares within dog food

Local sourcing, sustainability and high-quality nutrition set to be the three key drivers for growth

CATEGORY INDICATORS

Table 19 Dog Owning Households: % Analysis 2016-2021
Table 20 Dog Population 2016-2021
Table 21 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2016-2021

CATEGORY DATA

Summary 2 Dog Food by Price Band 2021
Table 22 Sales of Dog Food by Category: Volume 2016-2021
Table 23 Sales of Dog Food by Category: Value 2016-2021
Table 24 Sales of Dog Food by Category: % Volume Growth 2016-2021
Table 25 Sales of Dog Food by Category: % Value Growth 2016-2021
Table 26 Sales of Dry Dog Food by Life-Cycle: % Value 2016-2021
Table 27 Sales of Wet Dog Food by Life-Cycle: % Value 2016-2021
Table 28 NBO Company Shares of Dog Food: % Value 2016-2020
Table 29 LBN Brand Shares of Dog Food: % Value 2017-2020
Table 30 LBN Brand Shares of Dog Treats and Mixers: % Value 2017-2020
Table 31 Distribution of Dog Food by Format: % Value 2016-2021
Table 32 Forecast Sales of Dog Food by Category: Volume 2021-2026
Table 33 Forecast Sales of Dog Food by Category: Value 2021-2026
Table 34 Forecast Sales of Dog Food by Category: % Volume Growth 2021-2026
Table 35 Forecast Sales of Dog Food by Category: % Value Growth 2021-2026

Cat Food in Norway

KEY DATA FINDINGS

2021 IMPACT

Value sales of cat food continue to benefit from increased pet ownership and premiumisation trends

Channel shifts remain a key aspect in development, with e-commerce and non-grocery retailers accelerated by COVID-19

Premium positioning helps the top players maintain their leading places

RECOVERY AND OPPORTUNITIES

Cat food set to shower slower, stable growth over the forecast period, as the boosting effects gradually wear off

Grocery retailers maintain solid channel shares, as e-commerce set to shape developments over forecast period

Convenience and locally sourced premium options set to remain the key trends in cat food

CATEGORY INDICATORS

Table 36 Cat Owning Households: % Analysis 2016-2021
Table 37 Cat Population 2016-2021
Table 38 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2016-2021

CATEGORY DATA

Summary 3 Cat Food by Price Band 2021
Table 39 Sales of Cat Food by Category: Volume 2016-2021
Table 40 Sales of Cat Food by Category: Value 2016-2021
Table 41 Sales of Cat Food by Category: % Volume Growth 2016-2021
Table 42 Sales of Cat Food by Category: % Value Growth 2016-2021
Table 43 Sales of Dry Cat Food by Life-Cycle: % Value 2016-2021
Table 44 Sales of Wet Cat Food by Life-Cycle: % Value 2016-2021
Table 45 NBO Company Shares of Cat Food: % Value 2016-2020
Table 46 LBN Brand Shares of Cat Food: % Value 2017-2020
Table 47 LBN Brand Shares of Cat Treats and Mixers: % Value 2017-2020
Table 48 Distribution of Cat Food by Format: % Value 2016-2021
Table 49 Forecast Sales of Cat Food by Category: Volume 2021-2026
Table 50 Forecast Sales of Cat Food by Category: Value 2021-2026
Table 51 Forecast Sales of Cat Food by Category: % Volume Growth 2021-2026
Table 52 Forecast Sales of Cat Food by Category: % Value Growth 2021-2026

Other Pet Food in Norway

KEY DATA FINDINGS

2021 IMPACT

Other pet food is seeing moderate impact from COVID-19, due to lower pet humanisation

Small mammal/reptile food is showing the strongest growth, thanks to higher degree of humanisation seen for small mammals

Leading players maintain top places due to relatively little activity, with Beaphar playing to humanisation trend for small mammals

RECOVERY AND OPPORTUNITIES

Minor growth expected for other pet food in 2022 and beyond

E-commerce set to take an increasing share of other pet food

Local sourcing, natural positioning and segmentation on lifecycle and breeds set to remain key trends

CATEGORY INDICATORS

Table 53 Other Pet Population 2016-2021

CATEGORY DATA

Table 54 Sales of Other Pet Food by Category: Volume 2016-2021
Table 55 Sales of Other Pet Food by Category: Value 2016-2021
Table 56 Sales of Other Pet Food by Category: % Volume Growth 2016-2021
Table 57 Sales of Other Pet Food by Category: % Value Growth 2016-2021
Table 58 LBN Brand Shares of Bird Food: % Value 2017-2020
Table 59 LBN Brand Shares of Fish Food: % Value 2017-2020
Table 60 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2017-2020
Table 61 Distribution of Other Pet Food by Format: % Value 2016-2021
Table 62 Forecast Sales of Other Pet Food by Category: Volume 2021-2026
Table 63 Forecast Sales of Other Pet Food by Category: Value 2021-2026
Table 64 Forecast Sales of Other Pet Food by Category: % Volume Growth 2021-2026
Table 65 Forecast Sales of Other Pet Food by Category: % Value Growth 2021-2026

Pet Products in Norway

KEY DATA FINDINGS

2021 IMPACT

Pet products is seeing an ongoing boost thanks to increased animal adoption and premiumisation trends

E-commerce is showing accelerated growth, with Dyrekassen and Musti leading the charge

Fragmented nature of category stimulates strong innovation across emerging and existing trends

RECOVERY AND OPPORTUNITIES

Existing trends set to continue to drive sales over forecast period

Distribution diversification set to continue, with pet shops expected to lose shares

Forecast trends: outdoor-orientated accessories, premium cat litter, functional ingredients and simple (clean) labelling

CATEGORY DATA

Table 66 Sales of Pet Products by Category: Value 2016-2021
Table 67 Sales of Pet Products by Category: % Value Growth 2016-2021
Table 68 Sales of Pet Healthcare by Type: % Value 2016-2021
Table 69 Sales of Other Pet Products by Type: % Value 2016-2021
Table 70 NBO Company Shares of Pet Products: % Value 2016-2020
Table 71 LBN Brand Shares of Pet Products: % Value 2017-2020
Table 72 Distribution of Pet Products by Format: % Value 2016-2021
Table 73 Forecast Sales of Pet Products by Category: Value 2021-2026
Table 74 Forecast Sales of Pet Products by Category: % Value Growth 2021-2026

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