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Country Report

Pet Care in

Pet Care in Sweden

May 2020

US$2,100

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Executive Summary

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Pet care remains on an upward trajectory in value terms

Pet care in Sweden continues to record solid current value growth. Dog food continues to post more dynamic growth than cat food and other pet food.

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 continue to benefit from their owners Magnusson Petfood and Doggy positioning themselves as local and therefore trustworthy companies, offering good-quality food with a light carbon footprint.

Multinationals continue to lead but smaller players gaining a stronger foothold

Mars Sverige and Nestlé Purina PetCare Sweden remained the leading players in pet care in 2019, although both continued to see their value shares decline. This can be largely attributed to gains made by local and smaller players as well as private label lines.

E-commerce continues to gain share in pet care as subscription services take off

The value share of internet retailing continues to increase, 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.

Continued growth in value terms expected for pet care over the forecast period

Pet care in Sweden is expected to record a current value CAGR over the forecast period that will be very much in line with the performance seen in the review period. The industry will continue to benefit from consumers’ desire to give the best to their pets, persuading them to trade up to more premium products, not only when it comes to pet food but also pet products.

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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 Sweden 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 Sweden, 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 Sweden for free:

The Pet Care in Sweden 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 Sweden?
What are the major brands in Sweden?
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 Sweden

EXECUTIVE SUMMARY

Pet care remains on an upward trajectory in value terms

Pet owners pursue a more natural diet for their animals

Multinationals continue to lead but smaller players gaining a stronger foothold

E-commerce continues to gain share in pet care as subscription services take off

Continued growth in value terms expected for pet care over the forecast period

MARKET INDICATORS

Table 1 Pet Populations 2015-2020

MARKET DATA

Table 2 Sales of Pet Food by Category: Volume 2015-2020
Table 3 Sales of Pet Care by Category: Value 2015-2020
Table 4 Sales of Pet Food by Category: % Volume Growth 2015-2020
Table 5 Sales of Pet Care by Category: % Value Growth 2015-2020
Table 6 NBO Company Shares of Pet Food: % Value 2015-2019
Table 7 LBN Brand Shares of Pet Food: % Value 2016-2019
Table 8 NBO Company Shares of Dog and Cat Food: % Value 2015-2019
Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2016-2019
Table 10 Penetration of Private Label in Pet Care by Category: % Value 2015-2020
Table 11 Distribution of Pet Care by Format: % Value 2015-2020
Table 12 Distribution of Pet Care by Format and Category: % Value 2020
Table 13 Distribution of Dog and Cat Food by Format: % Value 2015-2020
Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2020
Table 15 Forecast Sales of Pet Food by Category: Volume 2020-2025
Table 16 Forecast Sales of Pet Care by Category: Value 2020-2025
Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2020-2025
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2020-2025

CORONAVIRUS (COVID-19)

DEFINITIONS

SOURCES

Summary 1 Research Sources

Dog Food in Sweden

HEADLINES

PROSPECTS

Premiumisation helping to drive value growth

Relatively stable dog population in Sweden

Dogs increasingly seen as family members

COMPETITIVE LANDSCAPE

Mars and Royal Canin see increasing competition from local players and new entrants

Growth of local brands reflected in the performances of Doggy and Magnusson Petfood

Raw dog food on an upwards trend, benefiting local players like Vom og Hundemat

CATEGORY INDICATORS

Table 19 Dog Owning Households: % Analysis 2015-2020
Table 20 Dog Population 2015-2020
Table 21 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2015-2020

CATEGORY DATA

Summary 2 Dog Food by Price Band 2019
Table 22 Sales of Dog Food by Category: Volume 2015-2020
Table 23 Sales of Dog Food by Category: Value 2015-2020
Table 24 Sales of Dog Food by Category: % Volume Growth 2015-2020
Table 25 Sales of Dog Food by Category: % Value Growth 2015-2020
Table 26 Sales of Dry Dog Food by Life-Cycle: % Value 2015-2020
Table 27 Sales of Wet Dog Food by Life-Cycle: % Value 2015-2020
Table 28 NBO Company Shares of Dog Food: % Value 2015-2019
Table 29 LBN Brand Shares of Dog Food: % Value 2016-2019
Table 30 LBN Brand Shares of Dog Treats: % Value 2016-2019
Table 31 Distribution of Dog Food by Format: % Value 2015-2020
Table 32 Forecast Sales of Dog Food by Category: Volume 2020-2025
Table 33 Forecast Sales of Dog Food by Category: Value 2020-2025
Table 34 Forecast Sales of Dog Food by Category: % Volume Growth 2020-2025
Table 35 Forecast Sales of Dog Food by Category: % Value Growth 2020-2025

Cat Food in Sweden

HEADLINES

PROSPECTS

Rising cat population to help drive growth

Treats continues to be the most dynamic area of cat food

Health and wellness finds its way into cat food

COMPETITIVE LANDSCAPE

More strong growth for Doggy’s Mjau brand

Nestlé and Mars lead, but face competition from local players and private label

Private label expanding its presence in the mid-price segment

CATEGORY INDICATORS

Table 36 Cat Owning Households: % Analysis 2015-2020
Table 37 Cat Population 2015-2020
Table 38 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2015-2020

CATEGORY DATA

Summary 3 Cat Food by Price Band 2019
Table 39 Sales of Cat Food by Category: Volume 2015-2020
Table 40 Sales of Cat Food by Category: Value 2015-2020
Table 41 Sales of Cat Food by Category: % Volume Growth 2015-2020
Table 42 Sales of Cat Food by Category: % Value Growth 2015-2020
Table 43 Sales of Dry Cat Food by Life-Cycle: % Value 2015-2020
Table 44 Sales of Wet Cat Food by Life-Cycle: % Value 2015-2020
Table 45 NBO Company Shares of Cat Food: % Value 2015-2019
Table 46 LBN Brand Shares of Cat Food: % Value 2016-2019
Table 47 LBN Brand Shares of Cat Treats: % Value 2016-2019
Table 48 Distribution of Cat Food by Format: % Value 2015-2020
Table 49 Forecast Sales of Cat Food by Category: Volume 2020-2025
Table 50 Forecast Sales of Cat Food by Category: Value 2020-2025
Table 51 Forecast Sales of Cat Food by Category: % Volume Growth 2020-2025
Table 52 Forecast Sales of Cat Food by Category: % Value Growth 2020-2025

Other Pet Food in Sweden

HEADLINES

PROSPECTS

Volume sales continue declining as the other pet population continues falling

Premium food for birds and fish supports value sales

Pet humanisation also being seen in other pets

COMPETITIVE LANDSCAPE

Local brands popular among Swedish consumers in other pet food

Vitakraft seems back on track as it increases its share again

No private label presence

CATEGORY INDICATORS

Table 53 Other Pet Population 2015-2020

CATEGORY DATA

Table 54 Sales of Other Pet Food by Category: Volume 2015-2020
Table 55 Sales of Other Pet Food by Category: Value 2015-2020
Table 56 Sales of Other Pet Food by Category: % Volume Growth 2015-2020
Table 57 Sales of Other Pet Food by Category: % Value Growth 2015-2020
Table 58 LBN Brand Shares of Bird Food: % Value 2016-2019
Table 59 LBN Brand Shares of Fish Food: % Value 2016-2019
Table 60 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2016-2019
Table 61 Distribution of Other Pet Food by Format: % Value 2015-2020
Table 62 Forecast Sales of Other Pet Food by Category: Volume 2020-2025
Table 63 Forecast Sales of Other Pet Food by Category: Value 2020-2025
Table 64 Forecast Sales of Other Pet Food by Category: % Volume Growth 2020-2025
Table 65 Forecast Sales of Other Pet Food by Category: % Value Growth 2020-2025

Pet Products in Sweden

HEADLINES

PROSPECTS

Premiumisation and humanisation being seen in other pet products

Environmental concerns enter cat litter with biodegradable materials

Growth opportunities for premium-priced pet products

COMPETITIVE LANDSCAPE

Dogman continues to lead pet products

Wide variety of products available makes for a fragmented landscape

Ikea launches the Lurvig range of pet furniture and accessories

CATEGORY DATA

Table 66 Sales of Pet Products by Category: Value 2015-2020
Table 67 Sales of Pet Products by Category: % Value Growth 2015-2020
Table 68 Sales of Pet Healthcare by Type: % Value 2015-2020
Table 69 Sales of Other Pet Products by Type: % Value 2015-2020
Table 70 NBO Company Shares of Pet Products: % Value 2015-2019
Table 71 LBN Brand Shares of Pet Products: % Value 2016-2019
Table 72 Distribution of Pet Products by Format: % Value 2015-2020
Table 73 Forecast Sales of Pet Products by Category: Value 2020-2025
Table 74 Forecast Sales of Pet Products by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Pet Care in Sweden

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Executive Summary

New Report Guarantee

Pet care remains on an upward trajectory in value terms

Pet owners pursue a more natural diet for their animals

Multinationals continue to lead but smaller players gaining a stronger foothold

E-commerce continues to gain share in pet care as subscription services take off

Continued growth in value terms expected for pet care over the forecast period

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Pet Care in Sweden

EXECUTIVE SUMMARY

Pet care remains on an upward trajectory in value terms

Pet owners pursue a more natural diet for their animals

Multinationals continue to lead but smaller players gaining a stronger foothold

E-commerce continues to gain share in pet care as subscription services take off

Continued growth in value terms expected for pet care over the forecast period

MARKET INDICATORS

MARKET DATA

CORONAVIRUS (COVID-19)

DEFINITIONS

SOURCES

Dog Food in Sweden

HEADLINES

PROSPECTS

Premiumisation helping to drive value growth

Relatively stable dog population in Sweden

Dogs increasingly seen as family members

COMPETITIVE LANDSCAPE

Mars and Royal Canin see increasing competition from local players and new entrants

Growth of local brands reflected in the performances of Doggy and Magnusson Petfood

Raw dog food on an upwards trend, benefiting local players like Vom og Hundemat

CATEGORY INDICATORS

CATEGORY DATA

Cat Food in Sweden

HEADLINES

PROSPECTS

Rising cat population to help drive growth

Treats continues to be the most dynamic area of cat food

Health and wellness finds its way into cat food

COMPETITIVE LANDSCAPE

More strong growth for Doggy’s Mjau brand

Nestlé and Mars lead, but face competition from local players and private label

Private label expanding its presence in the mid-price segment

CATEGORY INDICATORS

CATEGORY DATA

Other Pet Food in Sweden

HEADLINES

PROSPECTS

Volume sales continue declining as the other pet population continues falling

Premium food for birds and fish supports value sales

Pet humanisation also being seen in other pets

COMPETITIVE LANDSCAPE

Local brands popular among Swedish consumers in other pet food

Vitakraft seems back on track as it increases its share again

No private label presence

CATEGORY INDICATORS

CATEGORY DATA

Pet Products in Sweden

HEADLINES

PROSPECTS

Premiumisation and humanisation being seen in other pet products

Environmental concerns enter cat litter with biodegradable materials

Growth opportunities for premium-priced pet products

COMPETITIVE LANDSCAPE

Dogman continues to lead pet products

Wide variety of products available makes for a fragmented landscape

Ikea launches the Lurvig range of pet furniture and accessories

CATEGORY DATA

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Want to find out more about this report?

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