Pet care in belgium
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Euromonitor International’s “Pet Care in Belgium” is now available at ReportsnReports.com.

Euromonitor International’s “Pet Care in Belgium” is now available at ReportsnReports.com.

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Pet care in belgium Pet care in belgium Document Transcript

  • Pet Care in BelgiumReport SummaryValue growth in pet products despite economic turbulenceEconomic turbulence, which was present over the review period, had almost no effect on the sales ofpet food and pet care products in Belgium. Belgian pet owners choose quality pet food and pet careover low prices. Premium dry dog food and premium dry cat food drove overall growth. In comparison,volume growth was negligible due to the maturity of pet care.Natural and organic products fill the pet care environmentIn Belgium pet care market, growth in natural and organic pet food was evident toward the end of thereview period, with more products offering complete nutritional quality food with natural and organicingredients and products offering functional health benefits such as improved coat, teeth, joints andbrain function. In addition, more products are being made available targeting specific breeds, age, sizeand lifestyle of the pets.Two multinationals, Mars and Nestlé continue to lead pet careBelgium cat and dog food is dominated by two multinationals: Mars Belgium NV SA and Nestlé PurinaPetCare SA NV. Whiskas, Pedigree, Cesar, Sheba, Perfect Fit, Frolic by Mars and Purina ONE, Friskies,Purina Pro Plan by Nestlé Purina PetCare are well known brands. As overall leaders, these companiesalso continued to innovate and introduce new products within the ever increasingly popular segmentsof dry dog and cat food. In 2011, Mars expanded its Perfect Fit and Whiskas ranges and introducedPerfect Fit Pro-Sterile, Pedigree Complete and Whiskas Indoor, Whiskas Simply respectively.Supermarket/hypermarkets represents the majority of value salesSupermarkets/hypermarkets is set to continue to hold the majority of value sales, at 56% share of totalpet care value sales in 2011. With its wide variety of product ranges from low-price products topremium and super premium products, pet care products and accessorisessupermarkets/hypermarkets offers easy access to such products. Moreover, in some cities,supermarkets/hypermarkets forms a ‘one step away from home’ shopping solution, encouragingconsumers to purchase pet food/pet care products whilst doing weekly and monthly shops forthemselves. However, over the review period, the importance of pet super shops also increased. Byproviding a huge assortment of products at discounted prices and by offering promotional activities,pet superstores is a highly appreciated distribution channel by customers.Positive outlook for forecast periodOver the forecast period, positive growth is expected to remain for pet care in Belgium, with valueexpected to outgrow volume sales as premiumisation remains important. Clear winners in the growth
  • stakes remain premium dry dog and cat food as well as dog treats as pet owners rank the well beingand health of their pets as increasingly high and the movement towards humanisation continues.TABLE OF CONTENTSPet Care in Belgium - Industry OverviewEXECUTIVE SUMMARYValue growth in pet products despite economic turbulenceNatural and organic products fill the pet care environmentTwo multinationals, Mars and Nestlé continue to lead pet careSupermarket/hypermarkets represents the majority of value salesPositive outlook for forecast periodKEY TRENDS AND DEVELOPMENTSPet products maintain a good performanceMars Belgium NV and Nestlé Purina PetCare continue to leadSupermarkets/hypermarkets dominates distribution but pet superstores gains shareCustomers prefer natural and nutritional ingredientsPositive growth atmosphereMARKET INDICATORSTable 1 Pet Populations 2006-2011MARKET DATATable 2 Sales of Pet Care by Category: Volume 2006-2011Table 3 Sales of Pet Care by Category: Value 2006-2011Table 4 Sales of Pet Care by Category: % Volume Growth 2006-2011Table 5 Sales of Pet Care by Category: % Value Growth 2006-2011Table 6 Pet Food Company Shares 2006-2010Table 7 Pet Food Brand Shares 2007-2010Table 8 Dog and Cat Food Company Shares 2006-2010Table 9 Dog and Cat Food Brand Shares 2007-2010Table 10 Penetration of Private Label by Category 2006-2010Table 11 Sales of Dog and Cat Food by Distribution Format: % Analysis 2006-2011Table 12 Sales of Dog and Cat Food by Category and Distribution Format: % Analysis 2011Table 13 Sales of Pet Care by Distribution Format: % Analysis 2006-2011Table 14 Sales of Pet Care by Category and Distribution Format: % Analysis 2011Table 15 Forecast Sales of Pet Care by Category: Volume 2011-2016Table 16 Forecast Sales of Pet Care by Category: Value 2011-2016Table 17 Forecast Sales of Pet Care by Category: % Volume Growth 2011-2016Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2011-2016
  • DEFINITIONSSummary 1 Research SourcesPet Care in Belgium - Company ProfilesBeaphar Belgium Bvba in Pet Care (Belgium)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 3 Beaphar Belgium Bvba: Competitive Position 2010Laroy Duvo NV in Pet Care (Belgium)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUND AND PRODUCTIONCOMPETITIVE POSITIONINGMaxi Zoo Belgium in Pet Care (Belgium)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGTom & Co in Pet Care (Belgium)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPrivate Label
  • COMPETITIVE POSITIONINGSummary 8 Tom & Co: Competitive Position 2010Cat Food in Belgium - Category AnalysisHEADLINESTRENDSIn 2011, the overall current value growth for cat food is predicted to be 4%, which will be on a par withthe current value CAGR of the review period. There will be no great change in the trends seen in thesales of cat food over the review period. Dry cat food and premium variants continued to outperform.COMPETITIVE LANDSCAPEIn Belgium, cat food continues to be dominated by two major international players: Mars Belgium andNestlé Purina PetCare with 21% and 20% value shares respectively. No major change to this scenario isexpected over the forecast period. Most product development is likely to continue in the area ofpremium dry cat food, where the emphasis will remain on products for specific needs, age-related orfor the active or indoors cat. Mars and Nestlé are expected to be fundamental in driving innovation inthese areas.PROSPECTSOver the forecast period, overall cat food sales are expected to see a constant value CAGR of 2%. Keybehind this positive performance will be premium dry cat food which is expected to achieve a constantvalue CAGR of 4%. Wet cat food has struggled to achieve similar growth to that of dry cat food as manyconsumers prefer the convenience of dry cat food; however, growth is still evident, albeit at a lowerlevel. Positive growth of wet cat food has also stemmed from new or improved product launches suchas single serve portions, which cater for consumers’ desire for convenience and easy use packs.CATEGORY INDICATORSTable 19 Cat Owning Households: % Analysis 2006-2011Table 20 Cat Population 2006-2011Table 21 Cat Food Prepared vs Non-prepared Gap: % Analysis 2006-2011CATEGORY DATASummary 9 Cat Food by Price Band 2010Table 22 Sales of Cat Food by Category: Volume 2006-2011Table 23 Sales of Cat Food by Category: Value 2006-2011Table 24 Sales of Cat Food by Category: % Volume Growth 2006-2011Table 25 Sales of Cat Food by Category: % Value Growth 2006-2011Table 26 Sales of Premium Cat Food by Category: Value 2006-2011Table 27 Cat Food Company Shares 2006-2010Table 28 Cat Food Brand Shares 2007-2010Table 29 Cat Treats Brand Shares 2007-2010Table 30 Forecast Sales of Cat Food by Category: Volume 2011-2016
  • Table 31 Forecast Sales of Cat Food by Category: Value 2011-2016Table 32 Forecast Sales of Cat Food by Category: % Volume Growth 2011-2016Table 33 Forecast Sales of Cat Food by Category: % Value Growth 2011-2016Dog Food in Belgium - Category AnalysisHEADLINESTRENDSIn 2011, dog treats and premium dry dog food are expected to drive growth in dog food in currentvalue terms achieving 6% and 5% growth respectively. Sophisticated dog food innovation tailoredaccording to the pet’s age, gender, and breed continued to attract pet owners. Moreover, growingavailability of innovative products such as meals based on gourmet recipes, natural ingredients andfunctionality are helping to expand overall value.COMPETITIVE LANDSCAPEThe competitive landscape for dog food in Belgium is very concentrated. Mars Belgium and NestléPurina PetCare lead, accounting for 28% and 14% share of total dog food value sales respectively in2010. There was little change to these two companies’ shares over the review period and it is expectedthat they will continue to hold the largest proportion of the category moving forward. This reflects thelevel of brand loyalty that these companies enjoy with the leading brands of Pal and Pro Planrespectively as both companies continue to innovate in line with demand.PROSPECTSIn Belgium, over the review period, premium dry dog food and dog treats showed the bestperformances and boosted overall dry dog food sales. Over the forecast period, these two segmentswill continue to perform well and show a static growth in constant value terms. This growth will alsoaffect overall dog food sales positively over the forecast period, even if the decline in the sales of wetdog food and dog mixers is likely to offset this to some degree. The overall CAGR value growth for theforecast period is likely to be positive as Belgian pet care was considered to not be affected by theeconomic climate. Belgian consumers are expected to continue to be willing to spend money toprovide quality food and care for their pets.CATEGORY INDICATORSTable 34 Dog Owning Households: % Analysis 2006-2011Table 35 Dog Population 2006-2011Table 36 Dog Food Prepared vs Non-prepared Gap: % Analysis 2006-2011CATEGORY DATASummary 10 Dog Food by Price Band 2010Table 37 Sales of Dog Food by Category: Volume 2006-2011Table 38 Sales of Dog Food by Category: Value 2006-2011Table 39 Sales of Dog Food by Category: % Volume Growth 2006-2011Table 40 Sales of Dog Food by Category: % Value Growth 2006-2011Table 41 Sales of Premium Dog Food by Category: Value 2006-2011
  • Table 42 Dog Food Company Shares 2006-2010Table 43 Dog Food Brand Shares 2007-2010Table 44 Dog Treats Brand Shares 2007-2010Table 45 Forecast Sales of Dog Food by Category: Volume 2011-2016Table 46 Forecast Sales of Dog Food by Category: Value 2011-2016Table 47 Forecast Sales of Dog Food by Category: % Volume Growth 2011-2016Table 48 Forecast Sales of Dog Food by Category: % Value Growth 2011-2016Other Pet Food in Belgium - Category AnalysisHEADLINESTRENDSOther pet food sales benefitted during 2011 from the growing popularity of smaller pets. Sales of otherpet food in Belgium are predicted to grow by 4% and 1% in current value and volume terms in 2011.This can be mainly attributed to the increasing population of small mammals, with rabbits, guinea pigsand hamsters being especially popular amongst children. Overall growth levels expected for 2011 willbe marginally higher than the review period current value CAGR of 3% giving continuity in theperformance of this category.COMPETITIVE LANDSCAPEVitakraft SA NV and Supreme Petfoods BV dominate other pet food in Belgium with 15% and 12%value share, respectively in 2011. Vitakraft SA NV leads in both bird food and is ranked second in smallmammal/reptile food, where it manufactures a wide range of specialist food and treats for differentspecies of small mammals. Supreme Petfoods core business leads small mammal food and it attractsthe consumer’s attention by giving the product ranges pet’s names such as Russell Rabbit or HarryHamster. There is not expected to be any major changes in the competitive environment in 2011 giventhe brand awareness enjoyed by the two major players mentioned and they can be expected tocontinue to develop their product ranges.PROSPECTSOver the forecast period, other pet food sales are expected to show around 1% value growth, drivenby small mammal/reptile food, growing by a constant value CAGR of 3%. Bird and fish food which areexpected to show respective constant value CAGRs of -2% and -1%, will affect the overall growth ofother pet food adversely.CATEGORY INDICATORSTable 49 Other Pet Population 2006-2011CATEGORY DATATable 50 Sales of Other Pet Food by Category: Volume 2006-2011Table 51 Sales of Other Pet Food by Category: Value 2006-2011Table 52 Sales of Other Pet Food by Category: % Volume Growth 2006-2011Table 53 Sales of Other Pet Food by Category: % Value Growth 2006-2011Table 54 Bird Food Brand Shares 2007-2010
  • Table 55 Fish Food Brand Shares 2007-2010Table 56 Small Mammal/Reptile Food Food Brand Shares 2007-2010Table 57 Forecast Sales of Other Pet Food by Category: Volume 2011-2016Table 58 Forecast Sales of Other Pet Food by Category: Value 2011-2016Table 59 Forecast Sales of Other Pet Food by Category: % Volume Growth 2011-2016Table 60 Forecast Sales of Other Pet Food by Category: % Value Growth 2011-2016Pet Products in Belgium - Category AnalysisHEADLINESTRENDSIn 2011, the pet humanisation trend continued to positively affect the development of pet product. Petowners are willing to provide their pets with the best products available. Elaborate beds, clothing,treats shaped like human food are just a few examples to show that animals are being considered notjust animals but as cherished family members. With such consideration, Belgian pet owners areprepared to allocate a reasonably high budget for pet food and pet care products and services. Themain selling points of such products continue to be health, hygiene, convenience and aesthetics.COMPETITIVE LANDSCAPEIn Belgium, pet products is very fragmented. While private label dominates with 36% value share,others held 31% value share in 2010. This is due to the diversity of products in the category, with manylocal and small companies present. Cat litter in particular shows a strong private label presences whereit enjoys 49% value share, which can be considered as a reflection of pricing levels which offers theconsumer great value-for-money.PROSPECTSOver the forecast period, pet products is expected to achieve a constant value CAGR of 2%. Cat litter ispredicted to show a good performance but it might suffer from its increasing commodity status. Strongprivate label presence in this segment and hard discounting will also have an adverse effect. On theother hand, the increasing popularity of concepts such as agglomerating or anti-odour products andbio degradable and room for innovation will drive cat litter over the forecast period.CATEGORY DATATable 61 Sales of Pet Products by Category: Value 2006-2011Table 62 Sales of Pet Products by Category: % Value Growth 2006-2011Table 63 Sales of Pet Healthcare by Type: % Value Breakdown 2006-2011Table 64 Forecast Sales of Pet Products by Category: Value 2011-2016Table 65 Forecast Sales of Pet Products by Category: % Value Growth 2011-2016
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