Value growth in pet products despite economic turbulence
Economic turbulence, which was present over the review period, had almost no effect on the sales of pet food and pet care products in Belgium. Belgian pet owners choose quality pet food and pet care over 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 environment
In Belgium, growth in natural and organic pet food was evident toward the end of the review period, with more products offering complete nutritional quality food with natural and organic ingredients and products offering functional health benefits such as improved coat, teeth, joints and brain function. In addition, more products are being made available targeting specific breeds, age, size and lifestyle of the pets.
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Two multinationals, Mars and Nestlé continue to lead pet care
Belgium cat and dog food is dominated by two multinationals:
Positive outlook for forecast period
Over the forecast period, positive growth is expected to remain for pet care in Belgium, with value expected 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 being and health of their pets as increasingly high and the movement towards humanisation continues.
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