Executive Summary

Jun 2019
Humanisation drives demand for more advanced products

In keeping with the global trend towards pet humanisation, Swiss consumers are increasingly willing to choose higher-priced and more sophisticated pet care products that can improve the health and general wellbeing of pets, especially cats and dogs. With regard to pet food, these include not only products providing optimal nutrition for animals of different ages, breeds and sizes, but also more specialised variants offering functional benefits in areas like weight management, digestive and urinary health, skin and food sensitivity, mobility and hormonal imbalances.

Sustainability an increasingly influential factor in pet care purchasing decisions

One notable result of pet humanisation is that in terms of issues like ingredients and sustainability, many Swiss consumers are now seeking the same standards in dog and cat food as they do in products they purchase for themselves. This has recently supported growing interest in brands like Almo Nature, which is made from natural ingredients originally fit for human consumption, including fresh meat and fish, and directs all profits to charitable initiatives focused on animal welfare and biodiversity.

Wide distribution of products spanning multiple categories ensures the continued success of the multinationals

Multinationals continued to lead pet care in Switzerland in 2018, with Mars Schweiz AG and Nestlé Suisse SA remaining the top two players overall in value terms. Many multinationals have broad and well-segmented portfolios covering multiple categories, and their brands tend to be widely distributed and enjoy consistently strong promotional support.

Internet retailing continues to gain ground in pet care distribution

Supermarkets remained the leading pet care distribution channel in Switzerland in value terms in 2019, followed by pet superstores and pet shops. All three channels face a growing challenge from internet retailing, the market value share of which rose strongly throughout the review period thanks to the success of specialist sites like Tierfutter24.

Outlook for Swiss pet care market remains favourable

The forecast period outlook for pet care in Switzerland is broadly positive, with growth in total current value sales projected to be well above that recorded during the review period. The humanisation trend will continue to encourage trading up to more expensive and nutritionally advanced pet food products, especially in dog and cat food.

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Pet Care in Switzerland

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Overview

Discover the latest market trends and uncover sources of future market growth for the Pet Care industry in Switzerland 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 Switzerland, 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 Switzerland for free:

The Pet Care in Switzerland 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 Switzerland?
  • What are the major brands in Switzerland?
  • 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.

Pet Care in Switzerland

EXECUTIVE SUMMARY

Humanisation drives demand for more advanced products
Sustainability an increasingly influential factor in pet care purchasing decisions
Wide distribution of products spanning multiple categories ensures the continued success of the multinationals
Internet retailing continues to gain ground in pet care distribution
Outlook for Swiss pet care market remains favourable

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

SOURCES

Summary 1 Research Sources

Cat Food in Switzerland

HEADLINES

PROSPECTS

Wet cat food to remain most popular due to health concerns and indulgence factor
Interest in grain-free cat food and other health-orientated, sustainably produced options increases
Cat food products offering preventive health benefits gain popularity

COMPETITIVE LANDSCAPE

Mars continues to lead cat food despite growing pressure from Nestlé
Private label lines remain popular but lose ground as price advantage shrinks
Indulgence trend will continue to stimulate innovation in cat treats

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 Switzerland

HEADLINES

PROSPECTS

Swiss owners show growing interest in sustainable dog food products
Indulgence trend and training benefits will continue to drive demand for dog treats
Trading up set to boost current value growth as volume sales stagnate

COMPETITIVE LANDSCAPE

Mars strongly positioned to maintain its lead in dog food
Biomill dog and cat food line to be discontinued by end of 2019
More companies likely to develop products based on “ancestral diet” of dogs

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

Other Pet Food in Switzerland

HEADLINES

PROSPECTS

Demand for bird and small mammal/reptile food falls as more people favour fish
Interest in added-value and functional products rises
Fish food set to remain the most dynamic category

COMPETITIVE LANDSCAPE

Vitakraft continues to benefit from its trusted reputation and well-developed portfolio
Private label likely to continue losing ground to branded competitors
Internet retailing set to make further gains in other pet food distribution

CATEGORY INDICATORS

Table 53 Other Pet Population 2014-2019

CATEGORY DATA

Table 54 Sales of Other Pet Food by Category: Volume 2014-2019
Table 55 Sales of Other Pet Food by Category: Value 2014-2019
Table 56 Sales of Other Pet Food by Category: % Volume Growth 2014-2019
Table 57 Sales of Other Pet Food by Category: % Value Growth 2014-2019
Table 58 LBN Brand Shares of Bird Food: % Value 2015-2018
Table 59 LBN Brand Shares of Fish Food: % Value 2015-2018
Table 60 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2015-2018
Table 61 Distribution of Other Pet Food by Format: % Value 2014-2019
Table 62 Forecast Sales of Other Pet Food by Category: Volume 2019-2024
Table 63 Forecast Sales of Other Pet Food by Category: Value 2019-2024
Table 64 Forecast Sales of Other Pet Food by Category: % Volume Growth 2019-2024
Table 65 Forecast Sales of Other Pet Food by Category: % Value Growth 2019-2024

Pet Products in Switzerland

HEADLINES

PROSPECTS

Humanisation trend boosts consumer spending on non-essential pet products
Pet healthcare and pet dietary supplements set to show fastest development
High-tech connected pet products expected to become more popular

COMPETITIVE LANDSCAPE

Private label products remain competitive but face erosion of price advantage
Fressnapf set to retain its lead but likely to face growing price competition
RelaxoPet could appeal to owners concerned about pets left home alone

CATEGORY DATA

Table 66 Sales of Pet Products by Category: Value 2014-2019
Table 67 Sales of Pet Products by Category: % Value Growth 2014-2019
Table 68 Sales of Pet Healthcare by Type: % Value 2014-2019
Table 69 Sales of Other Pet Products by Type: % Value 2014-2019
Table 70 NBO Company Shares of Pet Products: % Value 2014-2018
Table 71 LBN Brand Shares of Pet Products: % Value 2015-2018
Table 72 Distribution of Pet Products by Format: % Value 2014-2019
Table 73 Forecast Sales of Pet Products by Category: Value 2019-2024
Table 74 Forecast Sales of Pet Products by Category: % Value Growth 2019-2024