Pet Products in Denmark

PROSPECTS

Premiumisation, humanisation help drive 2020 value sales growth

Despite the declines in some pet populations, value sales of pet products continue to see steady growth in 2020. This growth corresponds to several trends, including the premiumisation trend that has encouraged consumers to be more willing and eager to spend more of their household income on high-quality products for their pets, raising their pets’ quality of life, at least to the extent which they can afford to do so.

Busy urban pet owners continue to seek pet products that offer convenience, time savings

Growing urbanisation continues to influence pet ownership patterns as well as pet owners’ specific habits and behaviour. For example, living in apartments and other smaller living spaces tend to affect the pet choices of a considerable number of urban dwellers, leading, for example, to the rise in ownership of smaller dogs and small mammals rather than larger dogs.

Despite steady value sales growth, pet dietary supplements destined to remain niche products

Despite a slight dip, value sales of pet dietary supplements increased in 2020, continuing the pattern of consistent growth recorded during the review period. This growth has been due, in part, to the impact of the pet humanisation trend.

COMPETITIVE LANDSCAPE

Pet products leader Chrisco A/S increases its value share in 2019

Domestic player Chrisco A/S ascended to the value share leadership position in pet products in 2016, and the company remains in that spot in 2019, increasing its value share by taking advantage of the premiumisation trend and pet owners’ growing willingness to spend more on high-quality pet accessories. Chrisco is the most popular pet product brand, with a strong presence in pet healthcare and pet dietary supplements.

Environmentally-friendly cat litter and other pet products set to boost value sales over forecast period

The spill over of popular consumer trends into the pet products category has often lagged. This includes the relatively slow recognition by pet product players of environmental trends, such as sustainability.

Pet shops, pet superstores developing omnichannel sales strategies

Brick-and-mortar retailers continued to be the foundation of the pet product distribution network in 2019. Indeed, pet shops and pet superstores recorded the highest value sales within pet products in 2019, offering pet owners a wide selection of pet products as well as access to dedicated pet beauty and health services and the advice of knowledgeable staff.

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