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Country Report

Pet Care in

Pet Care in the Netherlands

45 pages, Jun 2018

US$2,100

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Executive Summary

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Moderate value growth despite struggling volume sales

Pet care in the Netherlands recorded moderate positive retail value growth in 2017, improving somewhat on the performance from a year earlier. A more upbeat macroeconomic scenario was a key factor for consumer spending on pet care rising again.

Products make more specific added-value claims

Although premiumisation was an overarching trend affecting both cat and dog food, as well as to a lesser extent other pet food, it assumed distinct forms in individual categories. Whereas in cat food it operated through the use of special gourmet ingredients, underscoring the growing elevation of cats to fully-fledged human companions, in dog food it was mostly linked to health and wellness, with products highlighting on their packaging that they are all-natural.

Large multinationals continue to dominate, with private label the main challenger

Dutch subsidiaries of major multinationals continued to dominate pet care, with the two biggest players – market leader Nestlé Purina Petcare Nederland and close rival Mars Nederland – jointly accounting for roughly one third of total value sales. Other subsidiaries of multinationals with a significant presence in the Dutch market included Hill’s Pet Nutrition, Iams Europe, Royal Canin Nederland and Vitakraft Nederland.

Grocery retailers and pet specialists remain the most important channels

Grocery retailers and pet specialist stores remained the two most important distribution channels for pet care in the Netherlands. Grocery retailers are particularly strong in cat food and cat litter, whereas pet specialists remain the preferred channel for dog and other pet food as well as other pet products.

Positive forecast period outlook for value sales

Pet care in the Netherlands is set to record a moderately positive value CAGR at 2018 constant prices over the forecast period. The Dutch economy is expected to continue seeing healthy growth between 2018 and 2023, which is expected to translate into higher disposable incomes and, ultimately, greater consumer spending.

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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 Netherlands 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 Netherlands, 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 Netherlands for free:

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

EXECUTIVE SUMMARY

Moderate value growth despite struggling volume sales

Products make more specific added-value claims

Large multinationals continue to dominate, with private label the main challenger

Grocery retailers and pet specialists remain the most important channels

Positive forecast period outlook for value sales

MARKET INDICATORS

Table 1 Pet Populations 2013-2018

MARKET DATA

Table 2 Sales of Pet Food by Category: Volume 2013-2018
Table 3 Sales of Pet Care by Category: Value 2013-2018
Table 4 Sales of Pet Food by Category: % Volume Growth 2013-2018
Table 5 Sales of Pet Care by Category: % Value Growth 2013-2018
Table 6 NBO Company Shares of Pet Food: % Value 2013-2017
Table 7 LBN Brand Shares of Pet Food: % Value 2014-2017
Table 8 NBO Company Shares of Dog and Cat Food: % Value 2013-2017
Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2014-2017
Table 10 Penetration of Private Label in Pet Care by Category: % Value 2013-2017
Table 11 Distribution of Pet Care by Format: % Value 2013-2018
Table 12 Distribution of Pet Care by Format and Category: % Value 2018
Table 13 Distribution of Dog and Cat Food by Format: % Value 2013-2018
Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2018
Table 15 Forecast Sales of Pet Food by Category: Volume 2018-2023
Table 16 Forecast Sales of Pet Care by Category: Value 2018-2023
Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2018-2023
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Cat Food in the Netherlands

HEADLINES

PROSPECTS

Raising unit prices crucial for value growth in light of weaker volume levels

Urbanisation the main factor in cat population decline

Upmarket grocery retailers offer opportunities for premium brands

COMPETITIVE LANDSCAPE

Multinational giant Nestlé thrives on familiarity with Purina brand

Close competitor Mars focusses on highly successful Whiskas and Kitekat

Private label falters as promotional pressures ease

CATEGORY INDICATORS

Table 19 Cat Owning Households: % Analysis 2013-2018
Table 20 Cat Population 2013-2018
Table 21 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2013-2018

CATEGORY DATA

Summary 2 Cat Food by Price Band 2018
Table 22 Sales of Cat Food by Category: Volume 2013-2018
Table 23 Sales of Cat Food by Category: Value 2013-2018
Table 24 Sales of Cat Food by Category: % Volume Growth 2013-2018
Table 25 Sales of Cat Food by Category: % Value Growth 2013-2018
Table 26 Sales of Premium Cat Food by Category: Value 2013-2018
Table 27 Sales of Premium Cat Food by Category: % Value Growth 2013-2018
Table 28 Sales of Dry Cat Food by Life-Cycle: % Value 2013-2018
Table 29 Sales of Wet Cat Food by Life-Cycle: % Value 2013-2018
Table 30 NBO Company Shares of Cat Food: % Value 2013-2017
Table 31 LBN Brand Shares of Cat Food: % Value 2014-2017
Table 32 LBN Brand Shares of Cat Treats: % Value 2014-2017
Table 33 Forecast Sales of Cat Food by Category: Volume 2018-2023
Table 34 Forecast Sales of Cat Food by Category: Value 2018-2023
Table 35 Forecast Sales of Cat Food by Category: % Volume Growth 2018-2023
Table 36 Forecast Sales of Cat Food by Category: % Value Growth 2018-2023

Dog Food in the Netherlands

HEADLINES

PROSPECTS

Respectable value growth thanks to treats and premiumisation

Stagnation in dog population holds back volume sales

Persistent demand for health and wellness and large pack sizes

COMPETITIVE LANDSCAPE

Multinationals reign in dog food

Private label share declines amid economic optimism

Small domestic manufacturers stay strong in innovative niche categories

CATEGORY INDICATORS

Table 37 Dog Owning Households: % Analysis 2013-2018
Table 38 Dog Population 2013-2018
Table 39 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2013-2018

CATEGORY DATA

Summary 3 Dog Food by Price Band 2018
Table 40 Sales of Dog Food by Category: Volume 2013-2018
Table 41 Sales of Dog Food by Category: Value 2013-2018
Table 42 Sales of Dog Food by Category: % Volume Growth 2013-2018
Table 43 Sales of Dog Food by Category: % Value Growth 2013-2018
Table 44 Sales of Premium Dog Food by Category: Value 2013-2018
Table 45 Sales of Premium Dog Food by Category: % Value Growth 2013-2018
Table 46 Sales of Dry Dog Food by Life-Cycle: % Value 2013-2018
Table 47 Sales of Wet Dog Food by Life-Cycle: % Value 2013-2018
Table 48 NBO Company Shares of Dog Food: % Value 2013-2017
Table 49 LBN Brand Shares of Dog Food: % Value 2014-2017
Table 50 LBN Brand Shares of Dog Treats: % Value 2014-2017
Table 51 Forecast Sales of Dog Food by Category: Volume 2018-2023
Table 52 Forecast Sales of Dog Food by Category: Value 2018-2023
Table 53 Forecast Sales of Dog Food by Category: % Volume Growth 2018-2023
Table 54 Forecast Sales of Dog Food by Category: % Value Growth 2018-2023

Other Pet Food in the Netherlands

HEADLINES

PROSPECTS

Sluggish value growth due to population maturity

Small mammals grow in popularity as birds and fish decline

Tentative signs of nascent premiumisation in small mammal food

COMPETITIVE LANDSCAPE

Vitakraft Nederland stays ahead in a fragmented landscape

Pet stores, superstores and now home improvement and gardening stores account for the highest sales

CATEGORY INDICATORS

Table 55 Other Pet Population 2013-2018

CATEGORY DATA

Table 56 Sales of Other Pet Food by Category: Volume 2013-2018
Table 57 Sales of Other Pet Food by Category: Value 2013-2018
Table 58 Sales of Other Pet Food by Category: % Volume Growth 2013-2018
Table 59 Sales of Other Pet Food by Category: % Value Growth 2013-2018
Table 60 LBN Brand Shares of Bird Food: % Value 2014-2017
Table 61 LBN Brand Shares of Fish Food: % Value 2014-2017
Table 62 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2014-2017
Table 63 Forecast Sales of Other Pet Food by Category: Volume 2018-2023
Table 64 Forecast Sales of Other Pet Food by Category: Value 2018-2023
Table 65 Forecast Sales of Other Pet Food by Category: % Volume Growth 2018-2023
Table 66 Forecast Sales of Other Pet Food by Category: % Value Growth 2018-2023

Pet Products in the Netherlands

HEADLINES

PROSPECTS

Flat population trend could channel spending into pet products

Cat litter set to stagnate due to several factors

Pet products to profit from price pressure in veterinary practices

COMPETITIVE LANDSCAPE

Limited category crossover leaves category fragmented

Pet Supplies Beheer takes over Karlie, part of insolvent German Karlie Flamingo Group

CATEGORY DATA

Table 67 Sales of Pet Products by Category: Value 2013-2018
Table 68 Sales of Pet Products by Category: % Value Growth 2013-2018
Table 69 Sales of Pet Healthcare by Type: % Value 2013-2018
Table 70 Sales of Other Pet Products by Type: % Value 2013-2018
Table 71 Forecast Sales of Pet Products by Category: Value 2018-2023
Table 72 Forecast Sales of Pet Products by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Pet Care in the Netherlands

New Report Guarantee

Executive Summary

New Report Guarantee

Moderate value growth despite struggling volume sales

Products make more specific added-value claims

Large multinationals continue to dominate, with private label the main challenger

Grocery retailers and pet specialists remain the most important channels

Positive forecast period outlook for value sales

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Pet Care in the Netherlands

EXECUTIVE SUMMARY

Moderate value growth despite struggling volume sales

Products make more specific added-value claims

Large multinationals continue to dominate, with private label the main challenger

Grocery retailers and pet specialists remain the most important channels

Positive forecast period outlook for value sales

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

Cat Food in the Netherlands

HEADLINES

PROSPECTS

Raising unit prices crucial for value growth in light of weaker volume levels

Urbanisation the main factor in cat population decline

Upmarket grocery retailers offer opportunities for premium brands

COMPETITIVE LANDSCAPE

Multinational giant Nestlé thrives on familiarity with Purina brand

Close competitor Mars focusses on highly successful Whiskas and Kitekat

Private label falters as promotional pressures ease

CATEGORY INDICATORS

CATEGORY DATA

Dog Food in the Netherlands

HEADLINES

PROSPECTS

Respectable value growth thanks to treats and premiumisation

Stagnation in dog population holds back volume sales

Persistent demand for health and wellness and large pack sizes

COMPETITIVE LANDSCAPE

Multinationals reign in dog food

Private label share declines amid economic optimism

Small domestic manufacturers stay strong in innovative niche categories

CATEGORY INDICATORS

CATEGORY DATA

Other Pet Food in the Netherlands

HEADLINES

PROSPECTS

Sluggish value growth due to population maturity

Small mammals grow in popularity as birds and fish decline

Tentative signs of nascent premiumisation in small mammal food

COMPETITIVE LANDSCAPE

Vitakraft Nederland stays ahead in a fragmented landscape

Pet stores, superstores and now home improvement and gardening stores account for the highest sales

CATEGORY INDICATORS

CATEGORY DATA

Pet Products in the Netherlands

HEADLINES

PROSPECTS

Flat population trend could channel spending into pet products

Cat litter set to stagnate due to several factors

Pet products to profit from price pressure in veterinary practices

COMPETITIVE LANDSCAPE

Limited category crossover leaves category fragmented

Pet Supplies Beheer takes over Karlie, part of insolvent German Karlie Flamingo Group

CATEGORY DATA

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