Pet Care in Germany
Euromonitor International
May 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on pet care
COVID-19 country impact
Company response
Retailing shift
What next for pet care?
MARKET INDICATORS
Table 1 Pet Populations 2016-2021
MARKET DATA
Table 2 Sales of Pet Food by Category: Volume 2016-2021
Table 3 Sales of Pet Care by Category: Value 2016-2021
Table 4 Sales of Pet Food by Category: % Volume Growth 2016-2021
Table 5 Sales of Pet Care by Category: % Value Growth 2016-2021
Table 6 NBO Company Shares of Pet Food: % Value 2016-2020
Table 7 LBN Brand Shares of Pet Food: % Value 2017-2020
Table 8 NBO Company Shares of Dog and Cat Food: % Value 2016-2020
Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2017-2020
Table 10 Penetration of Private Label in Pet Care by Category: % Value 2016-2021
Table 11 Distribution of Pet Care by Format: % Value 2016-2021
Table 12 Distribution of Pet Care by Format and Category: % Value 2021
Table 13 Distribution of Dog and Cat Food by Format: % Value 2016-2021
Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2021
Table 15 Forecast Sales of Pet Food by Category: Volume 2021-2026
Table 16 Forecast Sales of Pet Care by Category: Value 2021-2026
Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2021-2026
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2021-2026
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2021 IMPACT
Rising number of dogs seen due to lockdown
Dog treats and snacks on the rise
Digitalisation: Order at home and use apps to connect
RECOVERY AND OPPORTUNITIES
Alternative proteins to take off in dog food
E-commerce to change the face of dog food retailing, with more specialised product offerings
Natural and local food to become more significant
CATEGORY INDICATORS
Table 19 Dog Owning Households: % Analysis 2016-2021
Table 20 Dog Population 2016-2021
Table 21 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2016-2021
CATEGORY DATA
Summary 2 Dog Food by Price Band 2021
Table 22 Sales of Dog Food by Category: Volume 2016-2021
Table 23 Sales of Dog Food by Category: Value 2016-2021
Table 24 Sales of Dog Food by Category: % Volume Growth 2016-2021
Table 25 Sales of Dog Food by Category: % Value Growth 2016-2021
Table 26 Sales of Dry Dog Food by Life-Cycle: % Value 2016-2021
Table 27 Sales of Wet Dog Food by Life-Cycle: % Value 2016-2021
Table 28 NBO Company Shares of Dog Food: % Value 2016-2020
Table 29 LBN Brand Shares of Dog Food: % Value 2017-2020
Table 30 LBN Brand Shares of Dog Treats and Mixers: % Value 2017-2020
Table 31 Distribution of Dog Food by Format: % Value 2016-2021
Table 32 Forecast Sales of Dog Food by Category: Volume 2021-2026
Table 33 Forecast Sales of Dog Food by Category: Value 2021-2026
Table 34 Forecast Sales of Dog Food by Category: % Volume Growth 2021-2026
Table 35 Forecast Sales of Dog Food by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 IMPACT
Shift towards premium cat food still amplified by COVID-19 crisis
Rising popularity of natural recipes, smaller packs and more sustainable products
Masterfoods maintains strong lead but Nestlé and small local players make gains
RECOVERY AND OPPORTUNITIES
Recovery of volume sales forecast but price pressure may intensify
Specific health attributes and free-from variants expected to drive premium cat food
Sustainability increasingly a core part of brands' strategies
CATEGORY INDICATORS
Table 36 Cat Owning Households: % Analysis 2016-2021
Table 37 Cat Population 2016-2021
Table 38 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2016-2021
CATEGORY DATA
Summary 3 Cat Food by Price Band 2021
Table 39 Sales of Cat Food by Category: Volume 2016-2021
Table 40 Sales of Cat Food by Category: Value 2016-2021
Table 41 Sales of Cat Food by Category: % Volume Growth 2016-2021
Table 42 Sales of Cat Food by Category: % Value Growth 2016-2021
Table 43 Sales of Dry Cat Food by Life-Cycle: % Value 2016-2021
Table 44 Sales of Wet Cat Food by Life-Cycle: % Value 2016-2021
Table 45 NBO Company Shares of Cat Food: % Value 2016-2020
Table 46 LBN Brand Shares of Cat Food: % Value 2017-2020
Table 47 LBN Brand Shares of Cat Treats and Mixers: % Value 2017-2020
Table 48 Distribution of Cat Food by Format: % Value 2016-2021
Table 49 Forecast Sales of Cat Food by Category: Volume 2021-2026
Table 50 Forecast Sales of Cat Food by Category: Value 2021-2026
Table 51 Forecast Sales of Cat Food by Category: % Volume Growth 2021-2026
Table 52 Forecast Sales of Cat Food by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 IMPACT
Population boost due to home seclusion
Premiumisation remains key in other pet food
Sustainable pet food: Alternative proteins
RECOVERY AND OPPORTUNITIES
E-commerce on the rise
Private label competition
Increasing attention on outdoor birds
CATEGORY INDICATORS
Table 53 Other Pet Population 2016-2021
CATEGORY DATA
Table 54 Sales of Other Pet Food by Category: Volume 2016-2021
Table 55 Sales of Other Pet Food by Category: Value 2016-2021
Table 56 Sales of Other Pet Food by Category: % Volume Growth 2016-2021
Table 57 Sales of Other Pet Food by Category: % Value Growth 2016-2021
Table 58 LBN Brand Shares of Bird Food: % Value 2017-2020
Table 59 LBN Brand Shares of Fish Food: % Value 2017-2020
Table 60 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2017-2020
Table 61 Distribution of Other Pet Food by Format: % Value 2016-2021
Table 62 Forecast Sales of Other Pet Food by Category: Volume 2021-2026
Table 63 Forecast Sales of Other Pet Food by Category: Value 2021-2026
Table 64 Forecast Sales of Other Pet Food by Category: % Volume Growth 2021-2026
Table 65 Forecast Sales of Other Pet Food by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 IMPACT
Pet products benefits from shifts in demand induced by the pandemic
Cat litter sales increasingly driven by products with strong sustainability credentials
Branded products increase their share against private label through a focus on premium attributes
RECOVERY AND OPPORTUNITIES
Sophistication in other pet products may boost growth despite e-commerce challenges
Growth prospects in cat litter sustained by rising cat population and more sustainable products
Pet healthcare expected to be driven by natural ingredients including hemp
CATEGORY DATA
Table 66 Sales of Pet Products by Category: Value 2016-2021
Table 67 Sales of Pet Products by Category: % Value Growth 2016-2021
Table 68 Sales of Pet Healthcare by Type: % Value 2016-2021
Table 69 Sales of Other Pet Products by Type: % Value 2016-2021
Table 70 NBO Company Shares of Pet Products: % Value 2016-2020
Table 71 LBN Brand Shares of Pet Products: % Value 2017-2020
Table 72 Distribution of Pet Products by Format: % Value 2016-2021
Table 73 Forecast Sales of Pet Products by Category: Value 2021-2026
Table 74 Forecast Sales of Pet Products by Category: % Value Growth 2021-2026