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Country Report

Pet Care in

Pet Care in Norway

43 pages, May 2018

US$2,100

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Executive Summary

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Value sales continue to grow

Premiumisation, natural products, pet humanisation, online sales and channel fragmentation remained the main growth drivers for pet care in 2017. Retail current value growth in 2017 was healthy, albeit slower than the review period CAGR, as grocery retailers limited their shelf space for many types of pet food.

Premiumisation endures as the key value sales driver

The premiumisation trend remained the driving force of value sales in pet care in 2017. The consumer demand for more added-value products saw more shelf space allocated to products focused on pet humanisation, health and wellness, natural ingredients, taste and segmentation.

Premium players gain value shares

While mid-priced giants Mars Norge and Nestlé Norge continued to lead retail value sales of pet care in 2017, premium players Royal Canin Norge, Hill’s Pet Nutrition Norway and Morene Produkter registered strong growth. Grocery retailers have struggled to grow shares due to channel fragmentation and the premiumisation trend.

Channel fragmentation as online sales gain importance

Channel fragmentation added value to pet care throughout the review period, with manufacturers adjusting to a more competitive landscape. The early review period saw value share growth through home and garden specialist retailers, such as Felleskjøpet and Plantasjen, while variety stores, such as Europris and Rusta, and pure online stores grew their product ranges and shares steadily over the whole review period.

Solid growth is expected over the forecast period

Stable retail volume sales development is expected to be underpinned by pet and human population growth, while premiumisation and low consumer price-sensitivity are likely to push value sales growth at constant 2018 prices. Norwegian consumers tend not to compromise on quality when purchasing products for children; and this attitude continues to be transferred to pets.

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Pet Care Sample Report Sample Data Extraction

Overview

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.

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Overview

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

The Pet Care in Norway 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 Norway?
What are the major brands in Norway?
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.

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Pet Care in Norway

EXECUTIVE SUMMARY

Value sales continue to grow

Premiumisation endures as the key value sales driver

Premium players gain value shares

Channel fragmentation as online sales gain importance

Solid growth is expected over the forecast period

MARKET INDICATORS

Table 1 Pet Populations 2013-2018

MARKET DATA

Table 2 Sales of Pet Food by Category: Volume 2013-2018
Table 3 Sales of Pet Care by Category: Value 2013-2018
Table 4 Sales of Pet Food by Category: % Volume Growth 2013-2018
Table 5 Sales of Pet Care by Category: % Value Growth 2013-2018
Table 6 NBO Company Shares of Pet Food: % Value 2013-2017
Table 7 LBN Brand Shares of Pet Food: % Value 2014-2017
Table 8 NBO Company Shares of Dog and Cat Food: % Value 2013-2017
Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2014-2017
Table 10 Penetration of Private Label in Pet Care by Category: % Value 2013-2017
Table 11 Distribution of Pet Care by Format: % Value 2013-2018
Table 12 Distribution of Pet Care by Format and Category: % Value 2018
Table 13 Distribution of Dog and Cat Food by Format: % Value 2013-2018
Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2018
Table 15 Forecast Sales of Pet Food by Category: Volume 2018-2023
Table 16 Forecast Sales of Pet Care by Category: Value 2018-2023
Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2018-2023
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Cat Food in Norway

HEADLINES

PROSPECTS

Premiumisation benefits from channel fragmentation

Single-serve multipacks boost wet cat food in grocery retailers

Raw food and grain-free niches develop from a low base

COMPETITIVE LANDSCAPE

Pet food giants continue to lead the way

Private label sees further retail value share decline in 2017

Felleskjøpet launches premium grain-free dry cat food

CATEGORY INDICATORS

Table 19 Cat Owning Households: % Analysis 2013-2018
Table 20 Cat Population 2013-2018
Table 21 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2013-2018

CATEGORY DATA

Summary 2 Cat Food by Price Band 2018
Table 22 Sales of Cat Food by Category: Volume 2013-2018
Table 23 Sales of Cat Food by Category: Value 2013-2018
Table 24 Sales of Cat Food by Category: % Volume Growth 2013-2018
Table 25 Sales of Cat Food by Category: % Value Growth 2013-2018
Table 26 Sales of Premium Cat Food by Category: Value 2013-2018
Table 27 Sales of Premium Cat Food by Category: % Value Growth 2013-2018
Table 28 Sales of Dry Cat Food by Life-Cycle: % Value 2013-2018
Table 29 Sales of Wet Cat Food by Life-Cycle: % Value 2013-2018
Table 30 NBO Company Shares of Cat Food: % Value 2013-2017
Table 31 LBN Brand Shares of Cat Food: % Value 2014-2017
Table 32 LBN Brand Shares of Cat Treats: % Value 2014-2017
Table 33 Forecast Sales of Cat Food by Category: Volume 2018-2023
Table 34 Forecast Sales of Cat Food by Category: Value 2018-2023
Table 35 Forecast Sales of Cat Food by Category: % Volume Growth 2018-2023
Table 36 Forecast Sales of Cat Food by Category: % Value Growth 2018-2023

Dog Food in Norway

HEADLINES

PROSPECTS

Premiumisation adds value

Food for smaller dogs gains importance in grocery retailing

Grain-free and raw food gain traction

COMPETITIVE LANDSCAPE

“Made in Norway” is a strong growth driver

Rema 1000 launches first premium private label

Premiumisation creates new niches for new entrants

CATEGORY INDICATORS

Table 37 Dog Owning Households: % Analysis 2013-2018
Table 38 Dog Population 2013-2018
Table 39 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2013-2018

CATEGORY DATA

Summary 3 Dog Food by Price Band 2018
Table 40 Sales of Dog Food by Category: Volume 2013-2018
Table 41 Sales of Dog Food by Category: Value 2013-2018
Table 42 Sales of Dog Food by Category: % Volume Growth 2013-2018
Table 43 Sales of Dog Food by Category: % Value Growth 2013-2018
Table 44 Sales of Premium Dog Food by Category: Value 2013-2018
Table 45 Sales of Premium Dog Food by Category: % Value Growth 2013-2018
Table 46 Sales of Dry Dog Food by Life-Cycle: % Value 2013-2018
Table 47 Sales of Wet Dog Food by Life-Cycle: % Value 2013-2018
Table 48 NBO Company Shares of Dog Food: % Value 2013-2017
Table 49 LBN Brand Shares of Dog Food: % Value 2014-2017
Table 50 LBN Brand Shares of Dog Treats: % Value 2014-2017
Table 51 Forecast Sales of Dog Food by Category: Volume 2018-2023
Table 52 Forecast Sales of Dog Food by Category: Value 2018-2023
Table 53 Forecast Sales of Dog Food by Category: % Volume Growth 2018-2023
Table 54 Forecast Sales of Dog Food by Category: % Value Growth 2018-2023

Other Pet Food in Norway

HEADLINES

PROSPECTS

Specialist retailers pay more attention to other pet food

Other pet food sales remain relatively small through grocery retailers

Bird food and fish food struggle to add value

COMPETITIVE LANDSCAPE

Norwegian subsidiaries important for customer service

Premium brands gain ground in small mammal food

CATEGORY INDICATORS

Table 55 Other Pet Population 2013-2018

CATEGORY DATA

Table 56 Sales of Other Pet Food by Category: Volume 2013-2018
Table 57 Sales of Other Pet Food by Category: Value 2013-2018
Table 58 Sales of Other Pet Food by Category: % Volume Growth 2013-2018
Table 59 Sales of Other Pet Food by Category: % Value Growth 2013-2018
Table 60 LBN Brand Shares of Bird Food: % Value 2014-2017
Table 61 LBN Brand Shares of Fish Food: % Value 2014-2017
Table 62 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2014-2017
Table 63 Forecast Sales of Other Pet Food by Category: Volume 2018-2023
Table 64 Forecast Sales of Other Pet Food by Category: Value 2018-2023
Table 65 Forecast Sales of Other Pet Food by Category: % Volume Growth 2018-2023
Table 66 Forecast Sales of Other Pet Food by Category: % Value Growth 2018-2023

Pet Products in Norway

HEADLINES

PROSPECTS

Channel fragmentation boosts sales of “other” pet products

Human lifestyle trends transfer to pets

Legislation and functional food alternatives limit growth potential

COMPETITIVE LANDSCAPE

Highly fragmented landscape contributes to low entry barriers

Advertising aimed at vets

Channel fragmentation benefits cat litter

CATEGORY DATA

Table 67 Sales of Pet Products by Category: Value 2013-2018
Table 68 Sales of Pet Products by Category: % Value Growth 2013-2018
Table 69 Sales of Pet Healthcare by Type: % Value 2013-2018
Table 70 Sales of Other Pet Products by Type: % Value 2013-2018
Table 71 Forecast Sales of Pet Products by Category: Value 2018-2023
Table 72 Forecast Sales of Pet Products by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Pet Care in Norway

New Report Guarantee

Executive Summary

New Report Guarantee

Value sales continue to grow

Premiumisation endures as the key value sales driver

Premium players gain value shares

Channel fragmentation as online sales gain importance

Solid growth is expected over the forecast period

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Pet Care in Norway

EXECUTIVE SUMMARY

Value sales continue to grow

Premiumisation endures as the key value sales driver

Premium players gain value shares

Channel fragmentation as online sales gain importance

Solid growth is expected over the forecast period

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

Cat Food in Norway

HEADLINES

PROSPECTS

Premiumisation benefits from channel fragmentation

Single-serve multipacks boost wet cat food in grocery retailers

Raw food and grain-free niches develop from a low base

COMPETITIVE LANDSCAPE

Pet food giants continue to lead the way

Private label sees further retail value share decline in 2017

Felleskjøpet launches premium grain-free dry cat food

CATEGORY INDICATORS

CATEGORY DATA

Dog Food in Norway

HEADLINES

PROSPECTS

Premiumisation adds value

Food for smaller dogs gains importance in grocery retailing

Grain-free and raw food gain traction

COMPETITIVE LANDSCAPE

“Made in Norway” is a strong growth driver

Rema 1000 launches first premium private label

Premiumisation creates new niches for new entrants

CATEGORY INDICATORS

CATEGORY DATA

Other Pet Food in Norway

HEADLINES

PROSPECTS

Specialist retailers pay more attention to other pet food

Other pet food sales remain relatively small through grocery retailers

Bird food and fish food struggle to add value

COMPETITIVE LANDSCAPE

Norwegian subsidiaries important for customer service

Premium brands gain ground in small mammal food

CATEGORY INDICATORS

CATEGORY DATA

Pet Products in Norway

HEADLINES

PROSPECTS

Channel fragmentation boosts sales of “other” pet products

Human lifestyle trends transfer to pets

Legislation and functional food alternatives limit growth potential

COMPETITIVE LANDSCAPE

Highly fragmented landscape contributes to low entry barriers

Advertising aimed at vets

Channel fragmentation benefits cat litter

CATEGORY DATA

Why buy this report?

Want to find out more about this report?

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