Dog Food in Denmark - Berlingske

DOG FOOD IN DENMARK

23 Oct 2014

HEADLINES

Dog food current value sales increase by 3% to reach DKr1,000 million in 2013 while volume sales rise by 2% to reach 33,202 tonnes

Despite changes in the dog population, dog food continues to grow

Average unit prices increase by 1% in dog food in 2013

Mars Danmark continues to lead dog food in 2013 with a value share of 22%

Dog food has a projected forecast period CAGR of 1% in constant 2014 price value terms and 2% in volume terms, with sales set to reach DKr1,075 million and 36,390 tonnes respectively by 2019

COMPETITIVE LANDSCAPE

Based on provisional estimates, the leading players are expected to maintain their value share rankings during 2014. Furthermore, it is expected that major branded players in the mid-priced segment will gain value share as they support their products with strong marketing activities and distribution via pet stores is increasing.

Mars Danmark continued to lead dog food in 2013, recording a value share of 22%. Mars Danmark has been operating for many years and is a well experienced player and led the area throughout the review period. Mars markets four different brands in dog food, all of which are well known by consumers and are available via different distribution channels. For example, the company's mid-priced brand, Pedigree, is the leading brand in dog food, recording a value share of 19% in 2013.

? Euromonitor International 2014



NATIONAL BRAND OWNERS AND THEIR BRANDS

Company Name (NBO) Aldi Holding ApS Best Friend Denmark A/S Chrisco A/S

Coop Danmark A/S

Dagrofa A/S Dansk Supermarked A/S Dechra Veterinary Produkt A/S Gilpa ApS

Hill's Pet Nutrition A/S

Lidl Danmark K/S Mars Danmark A/S

Maxi Zoo Denmark A/S

Nature's Recipe Pet Foods Ltd Nutro A/S Olivers Petfood A/S Premium Pet Products A/S Purina Pet Care Ltd Rema 1000 Danmark A/S RigtigHundemad ApS Royal Canin Danmark A/S Vitakraft Danmark A/S Vital Petfood A/S Source: Passport by Euromonitor International

Brand (GBO) Rufus (Private Label) Best Friend (Best Friend Group Oy) Chrisco (Chrisco A/S), Paw (Arovit Petfood A/S) Coop Dogz (Private Label), COOP X-tra (Private Label), Optimal Balance (Private Label) First Price (Private Label) Budget (Private Label), Dyrl?gens (Private Label), Hund (Private Label) Specific (Dechra Pharmaceuticals Plc) Gilpa (Gilbertson & Page Ltd) Hill's Prescription Diet (Colgate-Palmolive Co), Hill's Science Plan (Colgate-Palmolive Co) Orlando (Private Label) Cesar (Mars Inc), Chappi (Mars Inc), Frolic (Mars Inc), Pedigree (Mars Inc) Bio Plan (Private Label), fit+fun (Private Label), Real Nature (Private Label), Select Gold (Private Label) Nature's Recipe (Del Monte Foods Co), Techni-Cal (Mars Inc) Nutro Choice (Mars Inc) Olivers (Olivers Petfood A/S) Eukanuba (Procter & Gamble Co, The) Purina Pro Plan (Nestl? SA) Rema 1000 (Private Label) Rigtig Hundemad (RigtigHundemad ApS) Royal Canin (Mars Inc), Royal Canin Veterinary Diet (Mars Inc) Vitakraft (Vitakraft-Werke W?hrmann & Sohn GmbH & Co KG) Go Care (Vital Petfood Group A/S)

? Euromonitor International 2014



FORECAST

DEFINITIONS AND METHODOLOGY

Dog Food This is the aggregation of wet and dry dog food.

Methodology This report is derived from Euromonitor International's Passport information system. Industry research is carried out by a global team of more than 600 in-country analysts and is based on a core set of research techniques:

National-level desk research, company research and analysis, store checking, trade interviewing with national players and market analysis

International-level desk research, multinational company research and analysis, trade interviewing with international players and market analysis

? Euromonitor International 2014



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