Pet Products in Norway - New Market Report
New Consumer Goods research report from Euromonitor International is now available from Fast Market Research
[ClickPress, Mon Aug 24 2015] The humanisation and premiumisation trends are expected to continue to be the most important factors influencing the category of pet products in Norway in 2015. With an increasing number of Norwegian consumers willing to treat their dog and cats as members of the family and accordingly treat them with peripheral products, growth levels are expected to remain high. As a result, pet products in Norway performed particularly well in 2014 with current value growth of 9% leading to total sales of NOK595 million.
Pet healthcare products have begun to appear on the shelves of many grocery retailers and this represents a new departure for these kinds of products in Norway. Products that help with the dental hygiene of dogs and cats, as well as others, such as milk substitutes, have previously been the preserve of specialist pet retailers and veterinary clinics but the premiumisation of many brands in dog and cat food has spurred manufacturers and retailers into further distribution via grocery retailers. Although this still represented a small proportion of distribution for these kinds of products, it was a sign of a growing threat that grocery retailers presented to specialist pet stores.
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Technological advances are set to play an important role in the development of pet products over the forecast period. Some GPS tracking devices have already become available in Norway and these kinds of products in particular are expected to have a major impact over the early part of the forecast period. They can be used in a variety of ways. For example, attaching GPS to dogs can be extremely useful for hunting in wide-open spaces and allows owners to provide their dogs with more freedom to run around under these circumstances. Safety and peace of mind are expected to be even larger drivers of these kinds of products over the first few years of the forecast period. Manufacturers have already come up with innovations whereby GPS can be fitted to cat and dog collars and this will make it much easier for owners to know where their pets are, with exact locations relayed directly to owners’ smartphones. These kinds of devices open up pet products to a number of different players and represent massive growth opportunities over the forecast period.
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