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2026 Developments
Norway’s pet care is expected to demonstrate a robust and attractive environment in 2026, showing steady growth with retail sales value reaching NOK7,085 million, outperforming broader regional pressures through premiumisation rather than population growth. Consumer loyalty remains strong despite inflationary challenges, supported by rising disposable incomes and a high commitment to pet wellbeing. The market benefits from a concentrated competitive landscape dominated by Mars and Nestlé, who leverage scale, innovation and trusted brand portfolios to meet evolving demands. Pet shops and superstores and retail e-commerce channels gain momentum by offering extensive assortments and premium products, reflecting shifting consumer preferences towards quality, safety and lifestyle alignment. Health, functional benefits and humanisation underpin product innovation, driving value growth and reinforcing consumer trust. To succeed, companies must prioritise transparency, invest in specialised nutrition and wellness, and adopt omnichannel strategies that blend expert advice with digital convenience, all while addressing Norway’s active lifestyle and sustainability expectations.
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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
2026 Developments
Key Data Insights
Chart 1 Key Industry Trends for Pet Care
Consumer Commitment Sustains Value Growth Despite Economic Pressures
Chart 2 Vigor & Sage Introduces Freeze-Dried Fish Complete Premium Cat Food
Dog Food Leads Value Growth as Premium and Functional Segments Expand
Premiumisation and Trading up to Sustain Value Growth across Norway's Pet Care
Chart 3 Value Sales 2021-2031
Chart 4 Volume Sales 2021-2031
Chart 5 Value Sales by Category 2026
Chart 6 Pet Populations 2021-2026
Rising Spend per Pet to Drive Steady Growth in Norway's Pet Care Market
Dog Food to Lead Growth Driven by Premium and Health-Focused Demand
Norway's Active Outdoor Culture to Sustain Demand for Practical Pet Products
Chart 7 Forecast Value Sales 2021-2031
Chart 8 Forecast Value Sales by Category 2026-2031
Mars and Nestlé Leverage Scale and Innovation to Maintain Lead
Consumer Trust and Product Origin Shape Competitive Opportunities for Emerging Players
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Pet Shops and Superstores Lead While Small Local Grocers Lose Ground to Convenience
Retail E-Commerce Accelerates Growth by Leveraging Convenience and Assortment
Chart 11 Retail Channels 2021-2026
Vigor & Sage Introduces Freeze-Dried Fish Complete Premium Cat Food
Monster Launches Functional Dog Food Range Focused on Health and Nutrition
Chart 12 Monster Launches Functional Dog Food Range Focused on Health and Nutrition
Thule Launches Crash-Tested Allax Double Dog Crate Focused on Safety and Premium Design
Chart 13 Thule Launches Crash-Tested Allax Double Dog Crate Focused on Safety and Premium Design
Chart 14 Economic Context for Pet Care
Chart 15 Real GDP Growth 2021-2031
Chart 16 Inflation 2021-2031
Chart 17 Consumer Context for Pet Care
Chart 18 Population 2021-2031
Chart 19 Consumer Expenditure 2021-2031
Chart 20 Population by Generation 2026
Cat Food in Norway
Key Data Insights
Cat Food Summary
Steady Value Growth Supported by Expanding Cat Population and Premium Demand
Chart 21 Vigor & Sage Introduces Freeze-Dried Fish Complete Premium Cat Food
Dry Cat Food Leads Sales While Cat Treats Show Dynamic Value Growth
Vigor & Sage and Purina Drive Premium and Functional Innovation Attracting Discerning Owners
Chart 22 Hill’s Science Plan Updates Recipe with ActivBiome+ Multi-Benefit Formula
Chart 23 Value Sales 2021-2031
Chart 24 Volume Sales 2021-2031
Chart 25 Value Sales by Category 2026
Norwegian Pet Owners to Drive Steady Growth through Urbanisation
Cat Treats and Mixers to Lead Growth as Functional Snacking Gains Importance
Humanisation and Health-Focused Demand to Sustain Value Growth
Chart 26 Forecast Value Sales 2021-2031
Chart 27 Forecast Value Sales by Category 2026-2031
Leading Companies Consolidate Positions through Diversified Portfolios and Innovation
Chart 28 Purina Pro Plan LiveClear Targets Cat Allergens with Functional Nutrition
Consumer Trust and Supply Chain Stability Shape Competition and Innovation Dynamics
Chart 29 Company Shares 2025
Chart 30 Brand Shares 2025
Discounters Lead Cat Food Sales with Value and Convenience Focus
Retail E-Commerce Expands with Convenience and Broad Product Range Appeal
Chart 31 Retail Channels 2021-2026
Chart 32 Economic Context for Cat Food
Chart 33 Real GDP Growth 2021-2031
Chart 34 Inflation 2021-2031
Chart 35 Consumer Context for Cat Food
Chart 36 Population 2021-2031
Chart 37 Consumer Expenditure 2021-2031
Chart 38 Population by Generation 2026
Dog Food in Norway
Key Data Insights
Dog Food Summary
Stable Consumption Amid Economic Pressures Highlights Consumer Commitment
Chart 39 Dogman Updates Dog Chocolate with New Design and Improved Cocoa-Free Recipe
Dry Dog Food Retains Lead as Treats Benefit From Premiumisation and Humanisation Trends
Pet Health and Wellness Drives Product Innovation and Brand Partnerships
Chart 40 Dogman Launches European Rawhide Treats Emphasising Origin and Quality
Chart 41 Value Sales 2021-2031
Chart 42 Volume Sales 2021-2031
Chart 43 Value Sales by Category 2026
Norwegian Pet Owners to Sustain Dog Food Demand Despite Slower Dog Population Growth
Humanisation to Fuel Growth through Demand for Specialised Nutrition and Functional Benefits
Ingredient Transparency and Brand Trust to Define Competitive Positioning
Chart 44 Forecast Value Sales 2021-2031
Chart 45 Forecast Value Sales by Category 2026-2031
Established Companies Leverage Trust and Transparency to Sustain Leadership
Focus on Product Safety Opens Growth Pathways for Trusted Players
Chart 46 Company Shares 2025
Chart 47 Brand Shares 2025
Pet Shops and Superstores Maintain Lead as Small Local Grocers Lose Ground
Retail E-Commerce Growth Reshapes Purchasing Habits with Convenience and Bulk Sales
Chart 48 Retail Channels 2021-2026
Chart 49 Economic Context for Dog Food
Chart 50 Real GDP Growth 2021-2031
Chart 51 Inflation 2021-2031
Chart 52 Consumer Context for Dog Food
Chart 53 Population 2021-2031
Chart 54 Consumer Expenditure 2021-2031
Chart 55 Population by Generation 2026
Other Pet Food in Norway
Key Data Insights
Other Pet Food Summary
Declining Small Pet Ownership Drives Value Contraction Despite Premium Demand
Small Mammal/Reptile Food Leads While Fish Food Shows Steady Value Growth
Versele-Laga Targets Bird Owners with Health-Focused Nutribird Treats Launch
Chart 56 Versele-Laga Launched Nutribird Treats Supporting Bird Health and Nutrition
Chart 57 Value Sales 2021-2031
Chart 58 Volume Sales 2021-2031
Chart 59 Value Sales by Category 2026
Consolidation and Portfolio Diversification to Define Norway's Other Pet Food
Small Mammal/Reptile Food to Remain Largest While Fish Food Leads Growth
Expert Positioning and Species-Specific Knowledge Will Be Key to Building Loyalty
Chart 60 Forecast Value Sales 2021-2031
Chart 61 Forecast Value Sales by Category 2026-2031
Versele-Laga Sustains Lead Amid Stable Share Distribution
Chart 62 Company Shares 2025
Chart 63 Brand Shares 2025
Pet Shops and Superstores Consolidate Leadership as Supermarkets Lose Ground
Retail E-Commerce Gains Traction by Meeting Niche Consumer Needs
Chart 64 Retail Channels 2021-2026
Chart 65 Economic Context for Other Pet Food
Chart 66 Real GDP Growth 2021-2031
Chart 67 Inflation 2021-2031
Chart 68 Consumer Context for Other Pet Food
Chart 69 Population 2021-2031
Chart 70 Consumer Expenditure 2021-2031
Chart 71 Population by Generation 2026
Pet Products in Norway
Key Data Insights
Pet Products Summary
Norwegian Pet Owners Sustain Premium Spending Despite Inflation Pressures
Chart 72 Thule Launches Crash-Tested Allax Double Dog Crate Focused on Safety and Premium Design
Other Pet Products Leads Value as Pet Healthcare Emerges as the Best Performing
Dogman and Thule Harness Premiumisation and Humanisation to Elevate Product Appeal
Chart 73 Dogman Launched First Aid Kit for Pets to Support Safety and Emergency Care
Chart 74 Value Sales 2021-2031
Chart 75 Value Sales by Category 2026
Norwegian Pet Owners Prioritise Practical Products Driving Steady Growth
Other Pet Products to Retain Lead as Functional Accessories Gain Importance
Norway's Outdoor Lifestyle to Sustain Demand for Mobile, Travel-Ready Pet Equipment
Chart 76 Forecast Value Sales 2021-2031
Chart 77 Forecast Value Sales by Category 2026-2031
Leading Companies Maintain Steady Shares as Market Remains Moderately Fragmented
Chart 78 Dogman Introduced Frosty Bentonite Cat Litter with Odour Control and Premium Hygiene Features
Chart 79 Company Shares 2025
Chart 80 Brand Shares 2025
Pet Shops and Superstores Expand Dominance as Small Local Grocers Lose Ground
Retail E-Commerce Growth Driven by Convenience and Bulky Product Demand
Chart 81 Retail Channels 2021-2026
Chart 82 Economic Context for Pet Products
Chart 83 Real GDP Growth 2021-2031
Chart 84 Inflation 2021-2031
Chart 85 Consumer Context for Pet Products
Chart 86 Population 2021-2031
Chart 87 Consumer Expenditure 2021-2031
Chart 88 Population by Generation 2026
Country Reports Disclaimer
The following categories and subcategories are included:
Pet Care
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- Cat Treats and Mixers
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- Economy Dry Cat Food
- Mid-Priced Dry Cat Food
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- Premium Therapeutic Dry Cat Food
- Premium Non-Therapeutic Dry Cat Food
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- Economy Wet Cat Food
- Mid-Priced Wet Cat Food
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- Premium Therapeutic Wet Cat Food
- Premium Non-Therapeutic Wet Cat Food
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- Dog Treats and Mixers
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- Economy Dry Dog Food
- Mid-Priced Dry Dog Food
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- Premium Therapeutic Dry Dog Food
- Premium Non-Therapeutic Dry Dog Food
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- Economy Wet Dog Food
- Mid-Priced Wet Dog Food
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- Premium Therapeutic Wet Dog Food
- Premium Non-Therapeutic Wet Dog Food
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- Bird Food
- Fish Food
- Small Mammal/Reptile Food
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- Cat Litter
- Pet Healthcare
- Other Pet Products
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This report originates from Passport, our Pet Care research and analysis database.
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