Pet Products in Sweden

PROSPECTS

Premium no problem for owners of pampered pets

Other pet products continued to record solid current value growth in 2019 as an increasing number of pet owners are trading up to premium options when it comes to items such as leads and dog beds, with this trend supported by high purchasing power as a result of a strong economy. This trend is also heavily linked to increasing consumer concern with regard to the health, welfare and safety of pets.

Concern about oral health and pet wellbeing result in a good performance for pet healthcare

Swedish pet owners, particularly those with dogs, have become increasingly concerned about dental care and oral hygiene, due to the rising cost of vet consultations and dental procedures. Toothbrushes and toothpaste for dogs are thus becoming more common, being purchased as a preventative measure and to make dogs’ breathe less offensive.

Cat litter on the cusp of growth as more cats are kept indoors

Cat litter continued to post weaker current value growth than other pet product categories in 2019. Growth is, however, being supported by an increasing number of people keeping their cats inside and thus having to provide them with a litter tray.

COMPETITIVE LANDSCAPE

Dogman continues to lead a highly fragmented category

The local company Dogman continued to lead the highly fragmented pet products category in 2018, largely thanks to its strength in pet dietary supplements and other pet products, despite registering a slight decline in value share in both. In other pet products, this is largely due to the fact that many pet shops have stopped stocking these items as Dogman is increasingly selling via supermarkets and pet shops want to differentiate their products from those on offer in such lower value channels.

Known brands equate to quality in the pet products sphere

Consumers think less of spending more on their pets and are moving towards more premium offerings thanks to strong purchasing power and a greater focus on higher-end materials and more stylish designs. Private label lost share in other pet products in 2018 after a period of stability, as pet owners become more aware of new brands via online forums and social media advertising.

The importance of a good night’s sleep extends to pets

Demand is rising for high quality other pet products, albeit at a fairly slow pace, with the premiumisation trend thus moving beyond pet food. While established players are introducing more premium products, new companies are also emerging, with the value share of “others” in the category rising by nearly six percentage points over the course of the review period.

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