Pet Products in Sweden

PROSPECTS

Premiumisation and humanisation being seen in other pet products

Consumers’ enthusiasm to spoil and indulge their pets is driving value growth in other pet products. This pet humanisation trend means households are treating their pets as sharing human characteristics and qualities.

Environmental concerns enter cat litter with biodegradable materials

Although cat litter is the least dynamic area of pet products, it continues to post positive current value growth. Growth is being supported by a continuing rise in the cat population as well as the increasing number of people keeping their cats inside and thus having to provide them with a litter tray.

Growth opportunities for premium-priced pet products

Households with children are less likely to own a pet, while households without children are more likely to have a pet. Pet-owning households are likely to have higher levels of disposable income and, combined with the wider pet humanisation trend, be willing to pay a premium for the pampering/indulgence of their pets.

COMPETITIVE LANDSCAPE

Dogman continues to lead pet products

The local company Dogman continued to lead pet products in 2019, based on its strength in pet dietary supplements and other pet products. Dogman has a broad and varied product portfolio in other pet products.

Wide variety of products available makes for a fragmented landscape

There is a wide range of different products available to pet owners in pet products, which means that it has a fragmented competitive landscape, which is particularly evident in other pet products, in which players listed under “others” account for more than half of value sales. This reflects the depth and diversity of other pet products, and the opportunities this offers for both incumbent and potential entrants in fully meeting demand from trends like pet humanisation.

Ikea launches the Lurvig range of pet furniture and accessories

Interest in household interior design, combined with socioeconomic changes, including a greater number of single- and 2-person households living in confined spaces, is offering opportunities for “non-traditional” pet care manufacturers and retailers to migrate into pet care and pet products. Households take pride in the appearance of their homes and favour a seamless and coherent interior design.

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