Pet Products in Norway

PROSPECTS

Pet humanisation and human lifestyle trends are important drivers of sales for other pet products

In other pet products, the pet humanisation trend remains the single most important driver, with owners increasingly seeing their pets as full-fledged members of their families, being increasingly keen to indulge and entertain their pets and to express their personality through clothing and accessories.

Strict legislation and consumers scepticism surrounding health claims results in pet healthcare players investing in functional ingredients and simple labelling 

The legislative landscape is hindering a more dynamic development in pet healthcare products. The majority of pet healthcare products are prescription-based, while rules regarding functional claims and statements are very stringent.

Cat litter sees premiumisation, with products focused on eliminating odours and moisture

The strong premiumisation trend in pet care is evident within cat litter, as it sees a shift towards offering more premium products. The strongest premiumisation is being seen from players sold through a wider array of distributors, other than just grocery retailers, particularly premium products focused on eliminating odours and moisture.

COMPETITIVE LANDSCAPE

Distribution diversification within pet products benefits value sales and growth, with owners having easy access to a wide availability of products

The low barrier to entry and fragmented distribution of products results in frequent product launches and new competitors in pet products

The fragmented distribution of pet products makes it easier to enter the landscape with new brands and product offerings. This is due to retailer power being lower, and the demands for profitability and inventory turn-over more relaxed than in areas with a high share of grocery retailers, such as pet food.

Veterinary clinics and pet stores have a synergistic relationship with pet healthcare and pet dietary supplements

To compete with the increasing share of e-commerce, it is important for pet stores and to some extent, veterinary clinics, to assert their expertise to retain customers in competition with more convenient and cost-efficient solutions. As such, both pet stores and veterinary clinics are interested in carrying a high-quality range of pet healthcare and pet dietary supplements.

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