Pet Products in Norway

PROSPECTS

Distribution diversification and pet humanisation benefit sales of non-essential pet products

Distribution diversification remains the key growth driver for other pet products, which is by far the largest category within pet products and therefore has the biggest effect on overall sales. A large share of pet healthcare and pet dietary supplements is sold via veterinary clinics, while a large share of cat litter is sold via grocery retailers.

Human lifestyle trends inspire innovation

Many new product launches in pet products continue to be based on human lifestyle trends, with innovation taking inspiration from consumers’ growing interest in exercise, outdoor living and personal development trends. 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.

Sales growth hampered by strict legislation and functional food

The legislative landscape is hindering more dynamic growth in pet products. This is because the majority of pet healthcare products are prescription-based while governing rules regarding functional claims/statements are very stringent.

COMPETITIVE LANDSCAPE

High fragmentation and low entry barriers lead to frequent new launches

The wide variety of other pet products, coupled with the highly fragmented competitive landscape, with the share of “others” increasing even more in 2018, contributes to low entry barriers. This leads to frequent new product launches and innovations, with eye-catching design often used to enable launches to stand out on store shelves.

Pet healthcare and pet dietary supplements focus advertising on vets

The development of pet healthcare and pet dietary supplements, and the related brand performance in these categories, remains strongly connected to advertising that targets veterinary surgeons. Advertising aimed at veterinarians is significant within pet healthcare and pet dietary supplements, as a large share of these products is sold through veterinary clinics.

Cat litter sees premiumisation despite heavy price competition

The strong premiumisation trend in pet care is even evident within cat litter. The strongest premiumisation is being seen for brands sold through a wider array of channels than just grocery retailers, with EverClean and Easy Clean for example performing well.

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