Executive Summary

Jun 2019
PROSPECTS
Pet dietary supplements benefits from focus on ensuring long and healthy lives

Although sales of pet healthcare and pet dietary supplements remained relatively low both in actual terms and in their share of pet products, the increasing humanisation of pets and product launches boosted sales in 2019. This is likely to continue, especially with the growing interest in raw feeding (BARF) which calls for supplementary products.

Dogs increasingly welcome in shops, gyms and restaurants

It has been legal to take a dog into certain consumer foodservice premises in Finland since 2012, and this is encouraging the humanisation trend for dogs. Some establishments have even gone a step further and are even offering dog-specific items, such as dog beer.

High-tech products developed for dogs

Even academic researchers have woken up to the business opportunities afforded by expanding humanisation crossed with smart technology offerings. Since 2017, Best Friend Group, for example, has been partnering with research organisations and other pet industry players such as Vetcare Ltd and Kaunila, a company that produces dog activity trackers, in the Turre ja Toivoset 2.

COMPETITIVE LANDSCAPE
Best Friend Group continues to lead as a result of good distribution and strong product range

Best Friend Group continued to lead pet products in 2018, benefiting from its wide distribution network and extensive range of cat litter and other pet products. Its Best Friend brand of cat litter has a strong presence in modern grocery and mixed retailers, while lacking a significant presence in pet shops.

Pet care increasingly echoes owners’ health regimes, particularly in the case of organic products and oral health

A long-standing feature in Finland is that many pet owners are projecting their own lifestyle choices onto their pets, with owners who are switching to organic products in their diets often also preferring their pets to have less processed alternatives in their daily food intake. The same is true in dietary supplements, and manufacturers are trying to respond to this demand by launching products specifically for pets aimed at improving general health and wellbeing, bone and joint health or providing digestive remedies and cures.

Private label limited to cat litter due to limited sales and specialist manufacturing requirements

Private label held a relatively small share of pet products in 2018, and its presence was limited to cat litter, in which it held a reasonable share. Even so, its share was significantly lower than its shares in the economy categories of dog and cat food, where its consolidated shares often placed it in leading positions.

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Pet Products in Finland

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Overview

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

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

HEADLINES

PROSPECTS

Pet dietary supplements benefits from focus on ensuring long and healthy lives
Dogs increasingly welcome in shops, gyms and restaurants
High-tech products developed for dogs

COMPETITIVE LANDSCAPE

Best Friend Group continues to lead as a result of good distribution and strong product range
Pet care increasingly echoes owners’ health regimes, particularly in the case of organic products and oral health
Private label limited to cat litter due to limited sales and specialist manufacturing requirements

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 Finland - Industry Overview

EXECUTIVE SUMMARY

Pet care premiumisation continues despite economic concerns
Dogs increasingly welcomed as owners’ companions
Environmental concerns an opportunity for producers
Internet retailing gains share from modern grocery retailers thanks to home delivery and extensive range
Slower growth expected but healthy and naturally-positioned products will add value

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