Pet Care in Finland
May 2020

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
Pet care continues to perform strongly as pets are part of the family
Social aspect of pet ownership is becoming more significant
Local players gaining kudos with eco values, but meat production for pets less of an issue for the time being
E-commerce is building up a head of steam
Healthy rises in pet populations to underpin further volume growth, while diet will receive greater attention, fuelling value growth
MARKET INDICATORS
Table 1 Pet Populations 2015-2020
MARKET DATA
Table 2 Sales of Pet Food by Category: Volume 2015-2020
Table 3 Sales of Pet Care by Category: Value 2015-2020
Table 4 Sales of Pet Food by Category: % Volume Growth 2015-2020
Table 5 Sales of Pet Care by Category: % Value Growth 2015-2020
Table 6 NBO Company Shares of Pet Food: % Value 2015-2019
Table 7 LBN Brand Shares of Pet Food: % Value 2016-2019
Table 8 NBO Company Shares of Dog and Cat Food: % Value 2015-2019
Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2016-2019
Table 10 Penetration of Private Label in Pet Care by Category: % Value 2015-2020
Table 11 Distribution of Pet Care by Format: % Value 2015-2020
Table 12 Distribution of Pet Care by Format and Category: % Value 2020
Table 13 Distribution of Dog and Cat Food by Format: % Value 2015-2020
Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2020
Table 15 Forecast Sales of Pet Food by Category: Volume 2020-2025
Table 16 Forecast Sales of Pet Care by Category: Value 2020-2025
Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2020-2025
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2020-2025
CORONAVIRUS (COVID-19)
DEFINITIONS
SOURCES
Summary 1 Research Sources
HEADLINES
PROSPECTS
Owners’ standards continue to rise in dog food
Rising health-awareness and demographic impulses shape dog food
While pet shops still leads distribution, e-commerce is off the leash
COMPETITIVE LANDSCAPE
Multinationals still enjoy big lead but domestics continue to close the gap
Local player and pioneer Dagsmark continues to catch the eye
Distribution is increasingly extending beyond pet shops
CATEGORY INDICATORS
Table 19 Dog Owning Households: % Analysis 2015-2020
Table 20 Dog Population 2015-2020
Table 21 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2015-2020
CATEGORY DATA
Summary 2 Dog Food by Price Band 2020
Table 22 Sales of Dog Food by Category: Volume 2015-2020
Table 23 Sales of Dog Food by Category: Value 2015-2020
Table 24 Sales of Dog Food by Category: % Volume Growth 2015-2020
Table 25 Sales of Dog Food by Category: % Value Growth 2015-2020
Table 26 Sales of Dry Dog Food by Life-Cycle: % Value 2015-2020
Table 27 Sales of Wet Dog Food by Life-Cycle: % Value 2015-2020
Table 28 NBO Company Shares of Dog Food: % Value 2015-2019
Table 29 LBN Brand Shares of Dog Food: % Value 2016-2019
Table 30 LBN Brand Shares of Dog Treats: % Value 2016-2019
Table 31 Distribution of Dog Food by Format: % Value 2015-2020
Table 32 Forecast Sales of Dog Food by Category: Volume 2020-2025
Table 33 Forecast Sales of Dog Food by Category: Value 2020-2025
Table 34 Forecast Sales of Dog Food by Category: % Volume Growth 2020-2025
Table 35 Forecast Sales of Dog Food by Category: % Value Growth 2020-2025
HEADLINES
PROSPECTS
Time-pressed Finns frequently favour cats as pets
Cat treats bring owner and pet together
E-commerce continues to gather momentum, while more cat owners look for better-quality and eco-friendly food options
COMPETITIVE LANDSCAPE
The same multinationals that lead dog food are at the summit of cat food
Oscar-winning performance as consumers seek grain-free cat food
Dietary beliefs are subject to change, while private label may have to become more premium-positioned
CATEGORY INDICATORS
Table 36 Cat Owning Households: % Analysis 2015-2020
Table 37 Cat Population 2015-2020
Table 38 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2015-2020
CATEGORY DATA
Summary 3 Cat Food by Price Band 2020
Table 39 Sales of Cat Food by Category: Volume 2015-2020
Table 40 Sales of Cat Food by Category: Value 2015-2020
Table 41 Sales of Cat Food by Category: % Volume Growth 2015-2020
Table 42 Sales of Cat Food by Category: % Value Growth 2015-2020
Table 43 Sales of Dry Cat Food by Life-Cycle: % Value 2015-2020
Table 44 Sales of Wet Cat Food by Life-Cycle: % Value 2015-2020
Table 45 NBO Company Shares of Cat Food: % Value 2015-2019
Table 46 LBN Brand Shares of Cat Food: % Value 2016-2019
Table 47 LBN Brand Shares of Cat Treats: % Value 2016-2019
Table 48 Distribution of Cat Food by Format: % Value 2015-2020
Table 49 Forecast Sales of Cat Food by Category: Volume 2020-2025
Table 50 Forecast Sales of Cat Food by Category: Value 2020-2025
Table 51 Forecast Sales of Cat Food by Category: % Volume Growth 2020-2025
Table 52 Forecast Sales of Cat Food by Category: % Value Growth 2020-2025
HEADLINES
PROSPECTS
Finns are increasingly preferring cats and dogs as pets, with humanisation trend leaving other pets behind
The traditional pet shops channel dominates, while the shrinking birth rate offers bleak sales prospects
Social media a useful resource for owners, though overshadowed by cats and dogs, while rising eco concerns are less applicable in other pet food
COMPETITIVE LANDSCAPE
Multinationals find other pet food too small
Best Friend Group ranks second despite narrow distribution, while the pet shops channel is increasingly one-sided
Private label – a niche within a niche
CATEGORY INDICATORS
Table 53 Other Pet Population 2015-2020
CATEGORY DATA
Table 54 Sales of Other Pet Food by Category: Volume 2015-2020
Table 55 Sales of Other Pet Food by Category: Value 2015-2020
Table 56 Sales of Other Pet Food by Category: % Volume Growth 2015-2020
Table 57 Sales of Other Pet Food by Category: % Value Growth 2015-2020
Table 58 LBN Brand Shares of Bird Food: % Value 2016-2019
Table 59 LBN Brand Shares of Fish Food: % Value 2016-2019
Table 60 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2016-2019
Table 61 Distribution of Other Pet Food by Format: % Value 2015-2020
Table 62 Forecast Sales of Other Pet Food by Category: Volume 2020-2025
Table 63 Forecast Sales of Other Pet Food by Category: Value 2020-2025
Table 64 Forecast Sales of Other Pet Food by Category: % Volume Growth 2020-2025
Table 65 Forecast Sales of Other Pet Food by Category: % Value Growth 2020-2025
HEADLINES
PROSPECTS
Dynamic growth for medical and dietary categories thanks to pet humanisation
Distribution landscape increasingly influenced by pharmacy network and e-commerce
Dogs’ status in Finland rises ever higher, with even activity trackers now being designed for them
COMPETITIVE LANDSCAPE
Best Friend Group keeps setting the pace
Diet and dental care are high-potential areas in pet products, where local players have a strong presence
Private label has commanding position in cat litter, but e-commerce poses a threat
CATEGORY DATA
Table 66 Sales of Pet Products by Category: Value 2015-2020
Table 67 Sales of Pet Products by Category: % Value Growth 2015-2020
Table 68 Sales of Pet Healthcare by Type: % Value 2015-2020
Table 69 Sales of Other Pet Products by Type: % Value 2015-2020
Table 70 NBO Company Shares of Pet Products: % Value 2015-2019
Table 71 LBN Brand Shares of Pet Products: % Value 2016-2019
Table 72 Distribution of Pet Products by Format: % Value 2015-2020
Table 73 Forecast Sales of Pet Products by Category: Value 2020-2025
Table 74 Forecast Sales of Pet Products by Category: % Value Growth 2020-2025