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Pet Care in Sweden
June 2022
Pet care in 2022: The big picture
The Swedish pet population continued to reach new highs in 2021 driven by a substantial increase in dogs and cats, thus providing a strong foundation for the development of pet care in 2022. Pet care in Sweden has moved back to similar growth patterns witnessed before the COVID-19 pandemic, with retail volume and current value growth rising at a lower rate than in 2021.
2022 key trends
Demand for pet care is normalising in 2022 as consumers lifestyles move back to a more normal pattern with COVID-19 restrictions all largely removed. Rising cat and dog ownership continues to have a positive impact in 2022, with strong demand for premium and speciality pet foods.
Competitive landscape
Mars Sverige and Nestlé Purina PetCare Sweden remained the leading players in pet care in 2021, although Mars has continued to see its value shares decline. This can be partly attributed to gains made by local and smaller players as well as private label lines, as well as Nestlé Purina PetCare’s rise in value share in 2021.
Retailing developments
Pet care is one of the fastest growing categories within online grocery according to major grocery retailers such as ICA, Lidl and COOP. As such, e-commerce continued to be the clear winner in pet care value sales seeing high double-digit growth in 2022.
What next for pet care?
Pet care will see a much lower but steady period of growth in the forthcoming years. Health, sustainability and digitalisation will continue to be the driving forces in the development of pet care with premium product choices underpinning value growth as pet owners are enticed by products offer superior and tailored nutrition and a lower environmental impact.
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Overview:
Understand the latest market trends and future growth opportunities for the Pet Care industry in Sweden 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 Sweden, 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 Sweden 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 Sweden?
Which are the leading brands in Pet Care in Sweden?
How are products distributed in Pet Care in Sweden?
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 Sweden
EXECUTIVE SUMMARY
Pet care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for pet care?
MARKET INDICATORS
Table 1 Pet Populations 2017-2022
MARKET DATA
Table 2 Sales of Pet Food by Category: Volume 2017-2022Table 3 Sales of Pet Care by Category: Value 2017-2022Table 4 Sales of Pet Food by Category: % Volume Growth 2017-2022Table 5 Sales of Pet Care by Category: % Value Growth 2017-2022Table 6 NBO Company Shares of Pet Food: % Value 2017-2021Table 7 LBN Brand Shares of Pet Food: % Value 2018-2021Table 8 NBO Company Shares of Dog and Cat Food: % Value 2017-2021Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2018-2021Table 10 Penetration of Private Label in Pet Care by Category: % Value 2017-2022Table 11 Distribution of Pet Care by Format: % Value 2017-2022Table 12 Distribution of Pet Care by Format and Category: % Value 2022Table 13 Distribution of Dog and Cat Food by Format: % Value 2017-2022Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2022Table 15 Forecast Sales of Pet Food by Category: Volume 2022-2027Table 16 Forecast Sales of Pet Care by Category: Value 2022-2027Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2022-2027Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
Cat Food in Sweden
KEY DATA FINDINGS
2022 DEVELOPMENTS
Solid growth in cat food as ownership rises
Domestic producers and products with local ingredients continue to gain interest
Owners want to pamper their cats with treats
PROSPECTS AND OPPORTUNITIES
Large cat breed to remain popular in Sweden
Cat food formulated for sterilised cats to become standard
Premium segment is driving cat food sales growth
CATEGORY INDICATORS
Table 19 Cat Owning Households: % Analysis 2017-2022Table 20 Cat Population 2017-2022Table 21 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2017-2022
CATEGORY DATA
Summary 2 Cat Food by Price Band 2022Table 22 Sales of Cat Food by Category: Volume 2017-2022Table 23 Sales of Cat Food by Category: Value 2017-2022Table 24 Sales of Cat Food by Category: % Volume Growth 2017-2022Table 25 Sales of Cat Food by Category: % Value Growth 2017-2022Table 26 Sales of Dry Cat Food by Life-Cycle: % Value 2017-2022Table 27 Sales of Wet Cat Food by Life-Cycle: % Value 2017-2022Table 28 NBO Company Shares of Cat Food: % Value 2017-2021Table 29 LBN Brand Shares of Cat Food: % Value 2018-2021Table 30 LBN Brand Shares of Cat Treats and Mixers: % Value 2018-2021Table 31 Distribution of Cat Food by Format: % Value 2017-2022Table 32 Forecast Sales of Cat Food by Category: Volume 2022-2027Table 33 Forecast Sales of Cat Food by Category: Value 2022-2027Table 34 Forecast Sales of Cat Food by Category: % Volume Growth 2022-2027Table 35 Forecast Sales of Cat Food by Category: % Value Growth 2022-2027
Dog Food in Sweden
KEY DATA FINDINGS
2022 DEVELOPMENTS
Dog ownership at all-time high driving dog food sales
Focus on premium food
Dental care becomes a niche area
PROSPECTS AND OPPORTUNITIES
Buoyant growth prospects spurs mergers and acquisitions
Senior dog food to become important long term
Local manufacturing and ingredients a selling point for Swedes
CATEGORY INDICATORS
Table 36 Dog Owning Households: % Analysis 2017-2022Table 37 Dog Population 2017-2022Table 38 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2017-2022
CATEGORY DATA
Summary 3 Dog Food by Price Band 2022Table 39 Sales of Dog Food by Category: Volume 2017-2022Table 40 Sales of Dog Food by Category: Value 2017-2022Table 41 Sales of Dog Food by Category: % Volume Growth 2017-2022Table 42 Sales of Dog Food by Category: % Value Growth 2017-2022Table 43 Sales of Dry Dog Food by Life-Cycle: % Value 2017-2022Table 44 Sales of Wet Dog Food by Life-Cycle: % Value 2017-2022Table 45 NBO Company Shares of Dog Food: % Value 2017-2021Table 46 LBN Brand Shares of Dog Food: % Value 2018-2021Table 47 LBN Brand Shares of Dog Treats and Mixers: % Value 2018-2021Table 48 Distribution of Dog Food by Format: % Value 2017-2022Table 49 Forecast Sales of Dog Food by Category: Volume 2022-2027Table 50 Forecast Sales of Dog Food by Category: Value 2022-2027Table 51 Forecast Sales of Dog Food by Category: % Volume Growth 2022-2027Table 52 Forecast Sales of Dog Food by Category: % Value Growth 2022-2027
Other Pet Food in Sweden
KEY DATA FINDINGS
2022 DEVELOPMENTS
Treats increasingly common in small animal food
Small animal owners focus on natural and health benefits
Dogman AB continues to lead in small animal food
PROSPECTS AND OPPORTUNITIES
Insect use in small animal feed to become more common
Growing reptile population is unlikely to boost category sales
Shrinking small animal population to hinder sales growth prospects
CATEGORY INDICATORS
Table 53 Other Pet Population 2017-2022
CATEGORY DATA
Table 54 Sales of Other Pet Food by Category: Volume 2017-2022Table 55 Sales of Other Pet Food by Category: Value 2017-2022Table 56 Sales of Other Pet Food by Category: % Volume Growth 2017-2022Table 57 Sales of Other Pet Food by Category: % Value Growth 2017-2022Table 58 LBN Brand Shares of Bird Food: % Value 2018-2021Table 59 LBN Brand Shares of Fish Food: % Value 2018-2021Table 60 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2018-2021Table 61 Distribution of Other Pet Food by Format: % Value 2017-2022Table 62 Forecast Sales of Other Pet Food by Category: Volume 2022-2027Table 63 Forecast Sales of Other Pet Food by Category: Value 2022-2027Table 64 Forecast Sales of Other Pet Food by Category: % Volume Growth 2022-2027Table 65 Forecast Sales of Other Pet Food by Category: % Value Growth 2022-2027
Pet Products in Sweden
KEY DATA FINDINGS
2022 DEVELOPMENTS
Pet pampering and protection boosts accessories
Humanisation trend extends into veterinary care
Cat litter follows premiumisation trend
PROSPECTS AND OPPORTUNITIES
Shipping delays and higher costs logistics put upward pressure on prices
E-commerce taking retail share from veterinary clinics
Behaviour-adjusting supplements gain popularity
CATEGORY DATA
Table 66 Sales of Pet Products by Category: Value 2017-2022Table 67 Sales of Pet Products by Category: % Value Growth 2017-2022Table 68 Sales of Pet Healthcare by Type: % Value 2017-2022Table 69 Sales of Other Pet Products by Type: % Value 2017-2022Table 70 NBO Company Shares of Pet Products: % Value 2017-2021Table 71 LBN Brand Shares of Pet Products: % Value 2018-2021Table 72 Distribution of Pet Products by Format: % Value 2017-2022Table 73 Forecast Sales of Pet Products by Category: Value 2022-2027Table 74 Forecast Sales of Pet Products by Category: % Value Growth 2022-2027
The following categories and subcategories are included:
Pet Care
Cat Treats and Mixers
Economy Dry Cat Food
Mid-Priced Dry Cat Food
Premium Therapeutic Dry Cat Food
Premium Non-Therapeutic Dry Cat Food
Economy Wet Cat Food
Mid-Priced Wet Cat Food
Premium Therapeutic Wet Cat Food
Premium Non-Therapeutic Wet Cat Food
Dog Treats and Mixers
Economy Dry Dog Food
Mid-Priced Dry Dog Food
Premium Therapeutic Dry Dog Food
Premium Non-Therapeutic Dry Dog Food
Economy Wet Dog Food
Mid-Priced Wet Dog Food
Premium Therapeutic Wet Dog Food
Premium Non-Therapeutic Wet Dog Food
Bird Food
Fish Food
Small Mammal/Reptile Food
Cat Litter
Pet Healthcare
Other Pet Products
Pet Care
This is the aggregation of pet food and pet products.