Pet Products in the Netherlands

PROSPECTS

Pet welfare and concern for health to support sales of pet products

With most pet populations showing either stagnation or a small decline, the potential for volume-driven growth in pet food is negligible. Simultaneously, however, the improved state of the national economy means that Dutch pet owners will see their incomes rise, and pet products is expected to post current value sales growth in the forecast period.

Price remains key in cat litter

The declining cat population continues to severely limit the demand for cat litter in the Netherlands. Moreover, cat litter sales are determined by price, rather than quality/comfort, which hampers innovation.

Key trends favour pet products

While consumers may use their higher disposable incomes to purchase better quality dog and cat food, several other societal trends are likely to boost sales of pet products. Consumer awareness of animal wellbeing is likely to drive healthy current value sales growth in pet healthcare and pet dietary supplements over the forecast period.

COMPETITIVE LANDSCAPE

Manufacturers stay in their lanes

The competitive landscape in pet products is highly fragmented. It is rare for a company to be present in more than one or two product areas as there are no crossovers between players in pet dietary supplements and pet healthcare, on the one hand, and/or between players in other pet products on the other.

Beaphar Bogena’s reputation for quality ensures healthy growth

Beaphar Bogena focuses on other pet food, but also pet dietary supplements, where it remained the leading player in 2018. It is also among the leaders in pet healthcare.

As in most spheres, internet retailing makes gains

Internet retailing continues to see value sales/share growth in pet products. Through wider product assortments, convenience and competitive prices the channel is set to further stimulate sales in the forecast period, especially with Pets Place using Bol.

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