ReportsnReports.com: Pet Care in Belgium

PRLog (Press Release) - Oct. 24, 2011 - Report Summary

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: Mars Belgium NV SA and Nestlé Purina PetCare 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 companies also continued to innovate and introduce new products within the ever increasingly popular segments of dry dog and cat food. In 2011, Mars expanded its Perfect Fit and Whiskas ranges and introduced Perfect Fit Pro-Sterile, Pedigree Complete and Whiskas Indoor, Whiskas Simply respectively.
Supermarket/hypermarkets represents the majority of value sales
Supermarkets/hypermarkets is set to continue to hold the majority of value sales, at 56% share of total pet care value sales in 2011. With its wide variety of product ranges from low-price products to premium and super premium products, pet care products and accessorises supermarkets/hypermarkets offers easy access to such products. Moreover, in some cities, supermarkets/hypermarkets forms a ‘one step away from home’ shopping solution, encouraging consumers to purchase pet food/pet care products whilst doing weekly and monthly shops for themselves. However, over the review period, the importance of pet super shops also increased. By providing 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 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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