Pet Care in Sweden

Cats in focus as consumers indulge their feline companions

The status of cats is growing in Sweden, with three cities - Gothenburg, Helsingborg and Stockholm – all soon to see the opening of veterinary clinics exclusively for felines. This growing importance bodes well for cat food and cat treats over the forecast period, with manufacturers anticipated to further try and tap into demand among cat owners for products which best cater for their health and nutritional needs.

Pet owners pursue a more natural diet for their animals

As Swedish pet owners become more aware of what they put into their own bodies and the impact of modern food production methods on the environment, more and more consumers are looking for pet food brands with more natural, organic and local ingredients. In dog food, the brands Magnusson and Bozita continued to grow as their owners Magnusson Petfood and Doggy positioned themselves as local and therefore trustworthy companies, offering good quality food with a light carbon footprint.

Multinationals retain their lead but smaller players gain a foothold

Mars Sverige remained the leading player in pet care in 2018 but continued to see its value share slowly decline, along with other prominent manufacturers such as Nestlé Purina PetCare. This can be largely attributed to gains made by many smaller players with a greater focus on more natural and organic products, for example the Czech Republic-based VAFO.

Internet retailing continues to gain share in pet care as subscription services take off

The value share of internet retailing continued to increase in 2019, mainly at the expense of grocery retailers and non-grocery specialists such as pet shops and home improvement and gardening stores. Even though Swedes are happy to spend money on their pets, they still demand value for money and so appreciate the competitive prices of internet retailers, along with the convenience of having often bulky packs delivered to their homes.

Stronger growth predicted for pet care over the forecast period

Pet care in Sweden is expected to record stronger current value growth over the forecast period, with the industry benefiting from consumers’ desire to give the best to their pets; a solid economy, and strong consumer purchasing power. This will enable pet owners to continue to trade up to more premium products, not only when it comes to pet food but also pet products.

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