Executive Summary

Jun 2019
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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Pet Products in Denmark

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Overview

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

The Pet Products in Denmark 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 Denmark?
  • What are the major brands in Denmark?
  • 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 Denmark - Category analysis

HEADLINES

PROSPECTS

Other pet products benefits from premiumisation and humanisation trends
Urban dwellers seek pet products that offer convenience
Despite the humanisation trend, pet dietary supplements is set to remain niche

COMPETITIVE LANDSCAPE

Chrisco increases its lead, primarily through other pet products
Environmentally-friendly pet products, such as Best Friends cat litter, begin to take off
Pet shops and pet superstores lead distribution, with large retailer Petworld adopting an omnichannel approach

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 Denmark - Industry Overview

EXECUTIVE SUMMARY

Pet care benefits from increasing number of urban dwellers and humanisation trend
Growth in small dog population
Competitive landscape shaped by focus on health and wellness and quality products
Bricks and mortar outlets face growing competition from internet retailing
Pet care set to register moderate growth due to stagnating or contracting pet populations

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