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Country Report

Pet Care in

Pet Care in Norway

Jun 2019

US$2,100

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Executive Summary

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Players seek to add value as pet population set to see only slow growth

Pet care value sales continue to develop at a stable pace. Retail current value growth in 2019 was led by other pet products, premium wet cat food and premium dry cat food as owners again demonstrated their willingness to buy high-quality goods for their pets.

Natural, healthy and indulgent products extend retail shelf space

The premiumisation trend remained a major driving force of value sales in pet care in 2019. Consumer demand for more added-value products saw retailers respond, with outlets allocating more shelf space to products focused on the pet humanisation trend, in addition to those with a health and wellness positioning and/or natural ingredients.

Premium players increase pressure on leading brands and private label

Premium-positioned brands gained value share in 2018, especially new ones such as Farmina, Vigor & Sage and Kingsmoor, although somewhat more established brands are also proving successful, such as Acana and Orijen. While volume sales of mid-priced pet food remain greater than those of premium pet food, premium players Royal Canin Norge AS and Hill’s Pet Nutrition Norway AS feature high up the company rankings in pet care.

Internet retailing sees growing retailer competition, with internationals challenging domestic online specialists

Channel fragmentation remains a challenge for grocery retailers, a channel struggling due to rising sales via internet retailing, variety stores and home and garden specialist retailers. The diversification of distribution via a range of channels added value to pet care throughout the review period, with manufacturers adjusting to a more competitive landscape.

Quality and nutrition increasingly more important than price for many pet owners

In the forecast period, pet care is set to achieve stable retail volume sales growth. This will be underpinned by pet and human population growth, while premiumisation and low consumer price-sensitivity are likely to push value sales growth at constant 2019 prices.

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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

Players seek to add value as pet population set to see only slow growth

Natural, healthy and indulgent products extend retail shelf space

Premium players increase pressure on leading brands and private label

Internet retailing sees growing retailer competition, with internationals challenging domestic online specialists

Quality and nutrition increasingly more important than price for many pet owners

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 Norway

HEADLINES

PROSPECTS

Distribution diversification benefits niche premium brands

Grain-free, high-meat, locally-sourced and raw offerings appeal

Convenience more important for cats than dogs, both in terms of distribution and format

COMPETITIVE LANDSCAPE

Nestlé and Mars bank on premium innovation to offset competition

Felleskjøpet benefits from strength in home and garden specialist retailers

Private label needs to become more sophisticated

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 Norway

HEADLINES

PROSPECTS

Premiumisation trend expanding across all price segments

Stagnation in the small dog population hinders grocery retailers

Grain-free and raw offerings becoming more popular

COMPETITIVE LANDSCAPE

Norwegian and Danish provenance and heritage appeals as sign of quality

Premium Pet Products shifts distribution from traditional Eukanuba and Iams to nature-focused Farmina

Private label takes inspiration from premium innovation

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

Pet Products in Norway

HEADLINES

PROSPECTS

Distribution diversification and pet humanisation benefit sales of non-essential pet products

Human lifestyle trends inspire innovation

Sales growth hampered by strict legislation and functional food

COMPETITIVE LANDSCAPE

High fragmentation and low entry barriers lead to frequent new launches

Pet healthcare and pet dietary supplements focus advertising on vets

Cat litter sees premiumisation despite heavy price competition

CATEGORY DATA

Table 53 Sales of Pet Products by Category: Value 2014-2019
Table 54 Sales of Pet Products by Category: % Value Growth 2014-2019
Table 55 Sales of Pet Healthcare by Type: % Value 2014-2019
Table 56 Sales of Other Pet Products by Type: % Value 2014-2019
Table 57 NBO Company Shares of Pet Products: % Value 2014-2018
Table 58 LBN Brand Shares of Pet Products: % Value 2015-2018
Table 59 Distribution of Pet Products by Format: % Value 2014-2019
Table 60 Forecast Sales of Pet Products by Category: Value 2019-2024
Table 61 Forecast Sales of Pet Products by Category: % Value Growth 2019-2024

Other Pet Food in Norway

HEADLINES

PROSPECTS

Premiumisation seen only to a limited extent in other pet food

Other pet food increasingly prioritised by key non-grocery channels

Bird food and fish food struggling to add value

COMPETITIVE LANDSCAPE

Sales growth hampered by lack of local subsidiaries

Limited competition linked to lack of new entrants

Small mammal food offers best scope for premiumisation

CATEGORY INDICATORS

Table 62 Other Pet Population 2014-2019

CATEGORY DATA

Table 63 Sales of Other Pet Food by Category: Volume 2014-2019
Table 64 Sales of Other Pet Food by Category: Value 2014-2019
Table 65 Sales of Other Pet Food by Category: % Volume Growth 2014-2019
Table 66 Sales of Other Pet Food by Category: % Value Growth 2014-2019
Table 67 LBN Brand Shares of Bird Food: % Value 2015-2018
Table 68 LBN Brand Shares of Fish Food: % Value 2015-2018
Table 69 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2015-2018
Table 70 Distribution of Other Pet Food by Format: % Value 2014-2019
Table 71 Forecast Sales of Other Pet Food by Category: Volume 2019-2024
Table 72 Forecast Sales of Other Pet Food by Category: Value 2019-2024
Table 73 Forecast Sales of Other Pet Food by Category: % Volume Growth 2019-2024
Table 74 Forecast Sales of Other Pet Food by Category: % Value Growth 2019-2024

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Megatrends

Country Report

Pet Care in Norway

New Report Guarantee

Executive Summary

New Report Guarantee

Players seek to add value as pet population set to see only slow growth

Natural, healthy and indulgent products extend retail shelf space

Premium players increase pressure on leading brands and private label

Internet retailing sees growing retailer competition, with internationals challenging domestic online specialists

Quality and nutrition increasingly more important than price for many pet owners

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Pet Care in Norway

EXECUTIVE SUMMARY

Players seek to add value as pet population set to see only slow growth

Natural, healthy and indulgent products extend retail shelf space

Premium players increase pressure on leading brands and private label

Internet retailing sees growing retailer competition, with internationals challenging domestic online specialists

Quality and nutrition increasingly more important than price for many pet owners

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

Cat Food in Norway

HEADLINES

PROSPECTS

Distribution diversification benefits niche premium brands

Grain-free, high-meat, locally-sourced and raw offerings appeal

Convenience more important for cats than dogs, both in terms of distribution and format

COMPETITIVE LANDSCAPE

Nestlé and Mars bank on premium innovation to offset competition

Felleskjøpet benefits from strength in home and garden specialist retailers

Private label needs to become more sophisticated

CATEGORY INDICATORS

CATEGORY DATA

Dog Food in Norway

HEADLINES

PROSPECTS

Premiumisation trend expanding across all price segments

Stagnation in the small dog population hinders grocery retailers

Grain-free and raw offerings becoming more popular

COMPETITIVE LANDSCAPE

Norwegian and Danish provenance and heritage appeals as sign of quality

Premium Pet Products shifts distribution from traditional Eukanuba and Iams to nature-focused Farmina

Private label takes inspiration from premium innovation

CATEGORY INDICATORS

CATEGORY DATA

Pet Products in Norway

HEADLINES

PROSPECTS

Distribution diversification and pet humanisation benefit sales of non-essential pet products

Human lifestyle trends inspire innovation

Sales growth hampered by strict legislation and functional food

COMPETITIVE LANDSCAPE

High fragmentation and low entry barriers lead to frequent new launches

Pet healthcare and pet dietary supplements focus advertising on vets

Cat litter sees premiumisation despite heavy price competition

CATEGORY DATA

Other Pet Food in Norway

HEADLINES

PROSPECTS

Premiumisation seen only to a limited extent in other pet food

Other pet food increasingly prioritised by key non-grocery channels

Bird food and fish food struggling to add value

COMPETITIVE LANDSCAPE

Sales growth hampered by lack of local subsidiaries

Limited competition linked to lack of new entrants

Small mammal food offers best scope for premiumisation

CATEGORY INDICATORS

CATEGORY DATA

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Want to find out more about this report?

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