Pet Products in Denmark

PROSPECTS

Other pet products benefits from premiumisation and humanisation trends

Other pet products registered healthy growth in 2019, in line with the general trend of higher spending on pets. This has also been stimulated by the premiumisation trend, with pet owners spending more on higher-quality products for both cats and dogs.

Urban dwellers seek pet products that offer convenience

Pet products designed for pet owners who live in urban areas are expected to be in focus in the forecast period. Such consumers are seeking out pet products that offer convenience, as many younger generations in particular are often time constrained.

Despite the humanisation trend, pet dietary supplements is set to remain niche

Thanks to a focus among pet food manufacturers on health and wellness, pet food is becoming increasingly nutritious. As such, pet dietary supplements is expected to remain a relatively niche category as it will become less relevant as pet food will supply most if not all of pets’ nutritional requirements.

COMPETITIVE LANDSCAPE

Chrisco increases its lead, primarily through other pet products

Domestic player Chrisco continued to lead pet products in 2018 and even managed to increase its share as it took advantage of the premiumisation trend and owners’ willingness to spend more on pet accessories. Its Chrisco brand is the most popular brand of other pet products, while it also has a smaller presence in pet healthcare and pet dietary supplements.

Environmentally-friendly pet products, such as Best Friends cat litter, begin to take off

The trend towards environmentally-friendly products that is increasingly characterising other markets around the world is now beginning to gather momentum in pet products. For instance, Best Friends recently launched environmentally friendly cat litter, which is compostable and 100% biodegradable.

Pet shops and pet superstores lead distribution, with large retailer Petworld adopting an omnichannel approach

Pet shops and pet superstores continued to register the highest value sales within pet products in 2019 as pet owners enjoy the broad selection of products available, as well as the access to knowledgeable staff. Internet retailing is growing however as it offers similar advantages, as well as convenience.

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