Newly released market study: Dog Food in Norway

Premiumisation was the most important factor affecting the category of dog food in Norway in 2014. An increasing number of Norwegian consumers continued to spend larger proportions of their incomes on their dogs, as these pets gained increasing significance in the family home. This was manifested in a continuation of the trends that have resulted in sharp increases in sales of premium level dog food in Norway. Manufacturers are likely to respond to this to an even greater degree with products that have a particular focus on the health and vitality of dogs, and this is set to lead to an even greater focus on premiumisation in Norway.

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Competitive Landscape

A continuation of the present competitive landscape is set to characterise the category of dog food in 2015. The premiumisation trend had a very significant effect on the direction of dog food in Norway over the review period and this is set to continue in 2015. While this is already well entrenched in specialist pet retailers, it is expected that the proportion of premium brands will increase on the shelves of grocery retailers in 2015, as companies such as Mars Norge and Nestlé Norge realise that this is the direction in which sales are going.

Industry Prospects

Although BARF performed solidly in Norway over the review period, it has yet to become a part of the mainstream within dog food. This is mainly down to the fact that companies involved in sales of BARF products, such as Vom og Hundemat, are relatively small operators with poor access to distribution networks when compared with larger companies such as Mars Norge and Nestlé Norge. Other Western European countries such as Germany have shown how successful BARF can be when a high level of media exposure reveals the benefits of these products, and this represents a massive opportunity in Norway. BARF sales are already growing in Norway but it is expected that higher levels of social media and mainstream media coverage will result in even stronger growth of these products over the forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Dog Food industry in Norway with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Dog Food industry in Norway, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dog Food in Norway market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products

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