Pet Products in Norway

PROSPECTS

Channel fragmentation boosts sales of “other” pet products

While a large share of pet healthcare and pet dietary supplements are sold via veterinary clinics and cat litter via grocery retailers, “other” pet products benefited from a high degree of channel fragmentation. While pet shops still accounted for the majority of sales of “other” pet products, such as beauty products, accessories and carriers, the expansion of the offer in home and garden specialist retailers, variety stores, and internet retailing increased visibility and product selections.

Human lifestyle trends transfer to pets

Pet humanisation is the underlying driver of retail value sales, as more and more owners treat their pets as family members and seek to stimulate and engage with them. Moreover, human lifestyle trends focused on personal development are being transferred to pets.

Legislation and functional food alternatives limit growth potential

Pet healthcare and pet dietary supplements continued to see positive retail current value sales growth in 2017. This growth was underpinned by owners’ strong attachment to their pets and wellbeing concerns.

COMPETITIVE LANDSCAPE

Highly fragmented landscape contributes to low entry barriers

The wide variety of “other” pet products, coupled with the highly fragmented competitive landscape, contributes to low entry barriers, which leads to frequent new product launches and innovations. For example, Animology and Pet Head presented products in stylish and colourful bottles, respectively, which stimulated strong interest.

Advertising aimed at vets

Advertising aimed at veterinarians is significant within pet healthcare and pet dietary supplements, as a large share of these products are sold through veterinary clinics. Campaigns targeting consumers are rarer due to the limited distribution networks and rather modest value sizes of these types of pet products.

Channel fragmentation benefits cat litter

Cat litter differs quite noticeably from other types of pet products, as grocery retailers account for a large share of sales. As such, competition is largely based on price.

Files are delivered directly into your account within a few minutes of purchase.