Executive Summary

Jun 2019
PROSPECTS
Untapped potential in pet healthcare

Pet healthcare witnessed a regulatory shift over the review period, which entailed the reclassification of flea/tick treatments containing anti-parasitics to be categorised as medicine, and therefore only be available through pharmacies and veterinary clinics as over-the-counter products. Following this disruption, the category slowly stabilised, as more manufacturers launched flea/tick treatments based on natural ingredients that were therefore available in pet shops and pet superstores.

Concerns over physical and mental wellbeing drive growth of pet dietary supplements and pet healthcare

Mirroring the healthy living trend in packaged food, Belgians are becoming ever more mindful about what they put into their own bodies as well as those of their pets. The emotional wellbeing of their pets has become a particular focus area, with consumers concerned about the stress levels of pets living in small urban spaces.

Belgium witnessing a craze for pet accessories

Belgian pet owners are showing themselves to be increasingly willing to spend more money on their pets and this is leading to non-pet care manufacturers diversifying into this category. For example, in 2018, the furniture and home furnishings retailer IKEA and other stores like Maisons du Mondes started to trial new collections of pet accessories for the home, which they plan to roll out across the EU in 2019.

COMPETITIVE LANDSCAPE
Beaphar banks on diet and health

Beaphar focuses its efforts on pet dietary supplements and pet healthcare products. Following very intense innovation in dietary supplements and healthcare earlier in the review period, the company focused on broadening its offering in cat treats.

Cat litter goes premium

Cat litter is witnessing the launch of more products in the premium segment. Premiumisation in this category is taking the form of all-natural, soft on the skin/fur, high quality and eco-friendly products.

Pets play a part in Christmas, birthdays and family celebrations

Tapping into the premiumisation and pet humanisation trends, pet product manufacturers are treating pets more like children, for example by involving them in more family occasions such as Christmas, birthdays and family meals. Flamingo Pet Products, the leading player in other pet products, offers a Christmas range for pets, comprising products such as Christmas stockings for cats, advent calendars featuring various treats and cat danglers.

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Pet Products in Belgium

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Overview

Discover the latest market trends and uncover sources of future market growth for the Pet Products industry in Belgium 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 Products industry in Belgium, our research will save you time and money while empowering you to make informed, profitable decisions.

The Pet Products in Belgium market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic 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 Products in Belgium?
  • What are the major brands in Belgium?
  • What are the key product launches?
  • How have worming and flea product fared against other products within pet healthcare?

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 Products in Belgium - Category analysis

HEADLINES

PROSPECTS

Untapped potential in pet healthcare
Concerns over physical and mental wellbeing drive growth of pet dietary supplements and pet healthcare
Belgium witnessing a craze for pet accessories

COMPETITIVE LANDSCAPE

Beaphar banks on diet and health
Cat litter goes premium
Pets play a part in Christmas, birthdays and family celebrations

CATEGORY DATA

Table 1 Sales of Pet Products by Category: Value 2014-2019
Table 2 Sales of Pet Products by Category: % Value Growth 2014-2019
Table 3 Sales of Pet Healthcare by Type: % Value 2014-2019
Table 4 Sales of Other Pet Products by Type: % Value 2014-2019
Table 5 NBO Company Shares of Pet Products: % Value 2014-2018
Table 6 LBN Brand Shares of Pet Products: % Value 2015-2018
Table 7 Distribution of Pet Products by Format: % Value 2014-2019
Table 8 Forecast Sales of Pet Products by Category: Value 2019-2024
Table 9 Forecast Sales of Pet Products by Category: % Value Growth 2019-2024

Pet Care in Belgium - Industry Overview

EXECUTIVE SUMMARY

New animal-related laws could limit future sales
Value growth driven by premiumisation
Changing shopping habits and proactive private label producers pose a threat to the multinationals
Internet retailing boosted by subscription services as grocery retailers are forced to diversify
Tailored nutrition and natural options support the forecast performance

MARKET INDICATORS

Table 10 Pet Populations 2014-2019

MARKET DATA

Table 11 Sales of Pet Food by Category: Volume 2014-2019
Table 12 Sales of Pet Care by Category: Value 2014-2019
Table 13 Sales of Pet Food by Category: % Volume Growth 2014-2019
Table 14 Sales of Pet Care by Category: % Value Growth 2014-2019
Table 15 NBO Company Shares of Pet Food: % Value 2014-2018
Table 16 LBN Brand Shares of Pet Food: % Value 2015-2018
Table 17 NBO Company Shares of Dog and Cat Food: % Value 2014-2018
Table 18 LBN Brand Shares of Dog and Cat Food: % Value 2015-2018
Table 19 Penetration of Private Label in Pet Care by Category: % Value 2014-2019
Table 20 Distribution of Pet Care by Format: % Value 2014-2019
Table 21 Distribution of Pet Care by Format and Category: % Value 2019
Table 22 Distribution of Dog and Cat Food by Format: % Value 2014-2019
Table 23 Distribution of Dog and Cat Food by Format and Category: % Value 2019
Table 24 Forecast Sales of Pet Food by Category: Volume 2019-2024
Table 25 Forecast Sales of Pet Care by Category: Value 2019-2024
Table 26 Forecast Sales of Pet Food by Category: % Volume Growth 2019-2024
Table 27 Forecast Sales of Pet Care by Category: % Value Growth 2019-2024

DEFINITIONS

SOURCES

Summary 1 Research Sources