Pet Products in Sweden

PROSPECTS

Strong purchasing power and pets’ perception as a status symbol drive growth

In the big cities in Sweden, having a pet was regarded as a symbol of status and wealth for quite some time. Having a dog or cat is expensive and requires spending both money and time.

Health concerns drive pet dietary supplements

Too much food and treats come at a cost, however, and according to recent research, half of the dogs and cats in Sweden were overweight. This caused pet owners to demand healthier products, but also to demand pet healthcare products.

Cat litter moves towards premium

Although there was little activity among cat litter products – the same brands and manufacturers were present at the end of the review period as during it – there are still signs of an overall premiumisation trend. No big changes or exciting innovations took place, but it is clear that this category also moves towards a more premium range.

COMPETITIVE LANDSCAPE

Steady demand for pet products leaves room for new category entrants

There was clearly strong growth for other pet products, as players in other businesses started to engage in producing pet products. In 2017, IKEA launched its new pet collection "Lurvig" in the US, Canada, France and Japan, and it will launch the product line in Sweden in 2018.

Arken Zoo offers veterinary clinics and pet spa to stand out from internet retailing

In order to compete with online sales, traditional pet stores need to offer something that internet retailing cannot. Arken Zoo, the main chain in Sweden, offers both veterinary clinics and a pet spa right next to their stores.

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