Pet Care in Finland
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
Ongoing “puppy boom” gives dog food a long-term boost, with smaller dogs becoming increasingly popular
Humanisation, premiumisation and high-quality nutrition drive innovation and sales
Multi-nationals maintain top places, with domestic Dagsmark tipped as one to watch
RECOVERY AND OPPORTUNITIES
Key trends of premiumisation, humanisation and pampering to drive growth over forecast period
Private labels upgrade their products to meet premiumisation trends
Musti's puppy and kitten club provides excellent example of strategy to win loyal, long-term customers
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
Cat food is benefiting from increased pet ownership and premiumisation trends
Cats remain the most popular pets, as the Finnish Cat Association calls for higher uptake of animal registrations
Competition heats up between leading global players, as private labels launch premium positioned products
RECOVERY AND OPPORTUNITIES
Domestic producers highlighting “Finnishness” are tipped as the ones to watch
E-commerce continues to grow, as leading players concentrate on both their in-store and online experiences
Demographics in Finland good for cat growth, with premiumisation and humanisation being “recession proof”
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 Distribution of Cat Food by Format: % Value 2016-2021
Table 48 Forecast Sales of Cat Food by Category: Volume 2021-2026
Table 49 Forecast Sales of Cat Food by Category: Value 2021-2026
Table 50 Forecast Sales of Cat Food by Category: % Volume Growth 2021-2026
Table 51 Forecast Sales of Cat Food by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 IMPACT
Other pet food is seeing a boost from increased pet ownership, albeit trend may be shorter lived than seen in cats and dogs
Grocery retailers underperform and lose out to pet shops and e-commerce, due to limited stock of other pet food
Versele-Laga maintains its overall lead, due to lower levels of activity in other pet food than seen in cats and dogs
RECOVERY AND OPPORTUNITIES
Uncertain other pet population over forecast period, with fears of abandonment of animals acquired in haste
Channel migration to e-commerce and specialist pet stores set to continue, whilst other pets remain somewhat neglected through mainstream channels
Other pets miss out on “Instagrammable” trend due to lower levels of humanisation
CATEGORY INDICATORS
Table 52 Other Pet Population 2016-2021
CATEGORY DATA
Table 53 Sales of Other Pet Food by Category: Volume 2016-2021
Table 54 Sales of Other Pet Food by Category: Value 2016-2021
Table 55 Sales of Other Pet Food by Category: % Volume Growth 2016-2021
Table 56 Sales of Other Pet Food by Category: % Value Growth 2016-2021
Table 57 LBN Brand Shares of Bird Food: % Value 2017-2020
Table 58 LBN Brand Shares of Fish Food: % Value 2017-2020
Table 59 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2017-2020
Table 60 Distribution of Other Pet Food by Format: % Value 2016-2021
Table 61 Forecast Sales of Other Pet Food by Category: Volume 2021-2026
Table 62 Forecast Sales of Other Pet Food by Category: Value 2021-2026
Table 63 Forecast Sales of Other Pet Food by Category: % Volume Growth 2021-2026
Table 64 Forecast Sales of Other Pet Food by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 IMPACT
Pet products is seeing a boost from increased “pet parenting”, premiumisation, humanisation and pampering
E-commerce and pet stores continue to cannibalise grocery retailers
Best Friend Group maintains its top places, whilst category remains mostly fragmented
RECOVERY AND OPPORTUNITIES
Premiumisation and humanisation trends set to remain due to stronger bonding between pet owners and their animals
Pet healthcare set to go from strength to strength over forecast period
Fragmentation and changing trends keep the competitive spirits high
CATEGORY DATA
Table 65 Sales of Pet Products by Category: Value 2016-2021
Table 66 Sales of Pet Products by Category: % Value Growth 2016-2021
Table 67 Sales of Pet Healthcare by Type: % Value 2016-2021
Table 68 Sales of Other Pet Products by Type: % Value 2016-2021
Table 69 NBO Company Shares of Pet Products: % Value 2016-2020
Table 70 LBN Brand Shares of Pet Products: % Value 2017-2020
Table 71 Distribution of Pet Products by Format: % Value 2016-2021
Table 72 Forecast Sales of Pet Products by Category: Value 2021-2026
Table 73 Forecast Sales of Pet Products by Category: % Value Growth 2021-2026