Pet Care in the Netherlands

Pet Care in the Netherlands

EXECUTIVE SUMMARY

Move to higher-quality pet food offsets falling pet population

Pet humanisation trend feeds premiumisation

Shift to branded options

Internet retailing continues to gain ground

Good prospects and opportunities – despite decline in pet population

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

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
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

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 26 Dog Owning Households: % Analysis 2013-2018
Table 27 Dog Population 2013-2018
Table 28 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2013-2018

CATEGORY DATA

Summary 3 Dog Food by Price Band
Table 29 Sales of Dog Food by Category: Volume 2013-2018
Table 30 Sales of Dog Food by Category: Value 2013-2018
Table 31 Sales of Dog Food by Category: % Volume Growth 2013-2018
Table 32 Sales of Dog Food by Category: % Value Growth 2013-2018

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 33 Cat Owning Households: % Analysis 2013-2018
Table 34 Cat Population 2013-2018
Table 35 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2013-2018

CATEGORY DATA

Summary 4 Cat Food by Price Band
Table 36 Sales of Cat Food by Category: Volume 2013-2018
Table 37 Sales of Cat Food by Category: Value 2013-2018
Table 38 Sales of Cat Food by Category: % Volume Growth 2013-2018
Table 39 Sales of Cat Food by Category: % Value Growth 2013-2018

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 40 Dog Owning Households: % Analysis 2013-2018
Table 41 Dog Population 2013-2018
Table 42 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2013-2018

CATEGORY DATA

Summary 5 Dog Food by Price Band
Table 43 Sales of Dog Food by Category: Volume 2013-2018
Table 44 Sales of Dog Food by Category: Value 2013-2018
Table 45 Sales of Dog Food by Category: % Volume Growth 2013-2018
Table 46 Sales of Dog Food by Category: % Value Growth 2013-2018

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

Cat Food in the Netherlands

HEADLINES

PROSPECTS

Manufacturers add value

Urbanisation reduces the cat population

Healthy and natural focus in cat food

COMPETITIVE LANDSCAPE

Brand recognition among cat owners means little change in leadership

Players look to internet retailing

Health and ethical aspects inform product development

CATEGORY INDICATORS

Table 47 Cat Owning Households: % Analysis 2014-2019
Table 48 Cat Population 2014-2019
Table 49 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2014-2019

CATEGORY DATA

Summary 6 Cat Food by Price Band
Table 50 Sales of Cat Food by Category: Volume 2014-2019
Table 51 Sales of Cat Food by Category: Value 2014-2019
Table 52 Sales of Cat Food by Category: % Volume Growth 2014-2019
Table 53 Sales of Cat Food by Category: % Value Growth 2014-2019
Table 54 Sales of Dry Cat Food by Life-Cycle: % Value 2014-2018
Table 55 Sales of Wet Cat Food by Life-Cycle: % Value 2014-2018
Table 56 NBO Company Shares of Cat Food: % Value 2014-2018
Table 57 LBN Brand Shares of Cat Food: % Value 2015-2018
Table 58 LBN Brand Shares of Cat Treats: % Value 2015-2018
Table 59 Distribution of Cat Food by Format: % Value 2014-2019
Table 60 Forecast Sales of Cat Food by Category: Volume 2019-2024
Table 61 Forecast Sales of Cat Food by Category: Value 2019-2024
Table 62 Forecast Sales of Cat Food by Category: % Volume Growth 2019-2024
Table 63 Forecast Sales of Cat Food by Category: % Value Growth 2019-2024

Other Pet Food in the Netherlands

HEADLINES

PROSPECTS

Stagnant pet population hits demand but small mammals carry sales

Urbanisation reduces call for birds and fish

Premiumisation through small mammal food

COMPETITIVE LANDSCAPE

Focus of manufacturers is on what they know best

Non-grocery specialists dominate

Retailers affect prospects

CATEGORY INDICATORS

Table 64 Other Pet Population 2014-2019

CATEGORY DATA

Table 65 Sales of Other Pet Food by Category: Volume 2014-2019
Table 66 Sales of Other Pet Food by Category: Value 2014-2019
Table 67 Sales of Other Pet Food by Category: % Volume Growth 2014-2019
Table 68 Sales of Other Pet Food by Category: % Value Growth 2014-2019
Table 69 LBN Brand Shares of Bird Food: % Value 2015-2018
Table 70 LBN Brand Shares of Fish Food: % Value 2015-2018
Table 71 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2015-2018
Table 72 Distribution of Other Pet Food by Format: % Value 2014-2019
Table 73 Forecast Sales of Other Pet Food by Category: Volume 2019-2024
Table 74 Forecast Sales of Other Pet Food by Category: Value 2019-2024
Table 75 Forecast Sales of Other Pet Food by Category: % Volume Growth 2019-2024
Table 76 Forecast Sales of Other Pet Food by Category: % Value Growth 2019-2024

Pet Products in the Netherlands

HEADLINES

PROSPECTS

Pet welfare and concern for health to support sales of pet products

Price remains key in cat litter

Key trends favour pet products

COMPETITIVE LANDSCAPE

Manufacturers stay in their lanes

Beaphar Bogena’s reputation for quality ensures healthy growth

As in most spheres, internet retailing makes gains

CATEGORY DATA

Table 77 Sales of Pet Products by Category: Value 2014-2019
Table 78 Sales of Pet Products by Category: % Value Growth 2014-2019
Table 79 Sales of Pet Healthcare by Type: % Value 2014-2019
Table 80 Sales of Other Pet Products by Type: % Value 2014-2019
Table 81 NBO Company Shares of Pet Products: % Value 2014-2018
Table 82 LBN Brand Shares of Pet Products: % Value 2015-2018
Table 83 Distribution of Pet Products by Format: % Value 2014-2019
Table 84 Forecast Sales of Pet Products by Category: Value 2019-2024
Table 85 Forecast Sales of Pet Products by Category: % Value Growth 2019-2024

Dog Food in the Netherlands

HEADLINES

PROSPECTS

Move to higher-quality, natural and healthy products – but price remains important

Tailored diets for breed, size and ailments grow in popularity

Urbanisation and high population density in the Netherlands constrains growth

Human food trends evident in dog food

COMPETITIVE LANDSCAPE

Private label has its place, but brand names engender trust

Growing trend for less meat and more plant-based ingredients

Domestic players provide innovation

CATEGORY INDICATORS

Table 86 Dog Owning Households: % Analysis 2014-2019
Table 87 Dog Population 2014-2019
Table 88 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2014-2019

CATEGORY DATA

Summary 7 Dog Food by Price Band
Table 89 Sales of Dog Food by Category: Volume 2014-2019
Table 90 Sales of Dog Food by Category: Value 2014-2019
Table 91 Sales of Dog Food by Category: % Volume Growth 2014-2019
Table 92 Sales of Dog Food by Category: % Value Growth 2014-2019
Table 93 Sales of Dry Dog Food by Life-Cycle: % Value 2014-2018
Table 94 Sales of Wet Dog Food by Life-Cycle: % Value 2014-2018
Table 95 NBO Company Shares of Dog Food: % Value 2014-2018
Table 96 LBN Brand Shares of Dog Food: % Value 2015-2018
Table 97 LBN Brand Shares of Dog Treats: % Value 2015-2018
Table 98 Distribution of Dog Food by Format: % Value 2014-2019
Table 99 Forecast Sales of Dog Food by Category: Volume 2019-2024
Table 100 Forecast Sales of Dog Food by Category: Value 2019-2024
Table 101 Forecast Sales of Dog Food by Category: % Volume Growth 2019-2024
Table 102 Forecast Sales of Dog Food by Category: % Value Growth 2019-2024

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