Pet Products in the Netherlands

PROSPECTS

Flat population trend could channel spending into pet products

Pet products recorded healthy value growth in 2017 and is expected to remain one of the primary growth factors in pet care in the Netherlands over the forecast period. With most pet populations showing either stagnation or small decline, the potential for volume-driven growth in pet food is negligible.

Cat litter set to stagnate due to several factors

In a continuously expanding pet products marketplace, cat litter will likely remain an outlier as the category has suffered declines in recent years and will decline further over the forecast period. There are two reasons for this.

Pet products to profit from price pressure in veterinary practices

With per-pet spending steadily increasing (especially with respect to cats and dogs), expenditure on pet products and services have been growing. As a result, the revenue generated by veterinary practices has also been rising, with a select few chains taking an increasingly prominent position in the marketplace.

COMPETITIVE LANDSCAPE

Limited category crossover leaves category fragmented

Pet products remains by far the most fragmented category in pet care in the Netherlands, as leading players typically operate only in one or two subcategories. In particular, 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.

Pet Supplies Beheer takes over Karlie, part of insolvent German Karlie Flamingo Group

Following the insolvency of German-based Karlie Flamingo Group in 2016, the company’s Karlie business was sold, together with its Dutch subsidiary, Karlie Flamingo Nederland, to Dutch pet accessories manufacturer Pet Supplies Beheer in early 2017. The company operates the Dutch brand Beeztees, which is a strong player in feeding bowls for cats and dogs.

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