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Germany dog food market data - 2017

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Shirish Ghimire
Shirish Ghimire

This presentation contains detailed information about Germany's dog food market for the year 2016. It includes pet population in Germany, total retail pet food sales in Germany, total treat sales and where Germany stands in the world.

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Dog Food Market Germany 2017
CURRENT MARKET Dogs are the second most popular pets in Germany with 16% share in German households. Value growth by 3.1% and volume growth by 1.1% in 2016. Differentiation and premiumization along with natural keywords are driving growth. Owners are now looking for high quality, premium and natural products for their pets.
PETS IN GERMAN HOMES 22% of German homes have cats. 16% of German homes have dogs. 3% of German homes have birds as their pets. Dogs 16% Cats 22% Birds 3% Others 59%
MARKET OVERVIEW Dog population, Dog trends, Dog distribution
PETS IN GERMANY Germany was home to 16 million dogs in 2015 Cats were the most popular pets with a population of 9.8 million in 2015. Birds were the third most popular pets with a population of 4.2 million.4.2 16 22 Birds Dogs Cats Number of pets in millions
DOG TRENDS; BREEDS BY POPULARITY Yorkshire Terrier Husky Portuguese water dog German Shepherd Pomeranian Golden Retriever 1. 2. 3. 4. 5. 6.
POPLUAR DOG BREEDS ORIGINATED GERMANY German Shepherd Rottweiler Dachshund 1. 2. 3.
CURRENT TRENDS Current trends in the German Dog-food market, Experts take
GERMAN MARKET TRENDS Human Grade Premiumization Low in grain/ Gluten free Natural and organic
HUMAN GRADE Rising pet anthropomorphism has led pet parents to treat pets as members of their families, 43% of German households own at least one pet. 58% of German households with children own a pet. This pet anthropomorphism has led pet parents to feed their pets with food containing human grade ingredients.
NATURAL AND ORGANIC where preferences for natural health products and nutritional ingredients are growing. People are being more health conscious and pet anthropomorphism is on the rise This has led to a good scope for natural and organic pet foods. 1 in 4 consumers of organic food are happy to buy organic foods for their pets too.
PREMIUMIZATION According to Euromonitor, this trend has led to the rise of premium dog treats and foods. Premium products sales currently hold 25% of the total market share.
LOW IN GRAIN Not all dogs are immune to gluten. This gluten allergy can lead to Celiac disease. This has led to the increase in sales of grain free products. Grain free products share 9% of the total pet food sales in Germany in 2015.
DOG FOOD AND TREAT SALES Consumer Behavior, Retail sales, Germany in the World
DOGS ARE FAMILY Dog owners feed their dogs with treats on a daily basis. 85% 45% Dog owners consider dogs to be a part of their family. 87% Dog owners purchase treats for their dogs.
DOG FOOD SALES Dog Food market has been expanding by value and quantity. Value growth by 3.1% and volume growth by 1.1% in 2016 Market is moving towards Premium Food and Treats mostly towards healthy and natural.
GROSSING BILLIONS EVERY YEAR Market Size of USD 1.3 Bn in 2015. To reach 1.4 Bn mark in 2017. Estimated to be USD 1.5 Bn by 2020. 1317.44 1354 1390.56 1436.45 1483.85 1532.82 2015 2016 2017 2018 2019 2020 Retail market size in millions
GERMANY; A PROMISING MARKET JAPAN Dog population: 11m Dog food market: US$ 1550m Dog treat market: US$ 553m BRAZIL Dog population: 52m Dog food market: US$ 6005m Dog treat market: US$ 194.9m USA Dog population: 77.8m Dog food market: US$ 14,466m Dog treat market: US$ 2733.3m GERMANY Dog population: 16m Dog food market: US$ 1.5 Bn Dog treat market: US$ 585m
TREATS ARE GROWING AT 3.3% CAGR In 2015, Dog treats had a CAGR of 3.3% generating a sales of US$ 568 Mn. In 2016 the sales crossed USD 585 Mn. By 2020, the sales is expected to rise to USD 669 Mn with a CAGR of 3.3% 568.77 588.18 607.59 627.64 648.35 669.75 2015 2016 2017 2018 2019 2020 Dog treat sales in USD millions
DISTRIBUTION CHANNELS AND CONSUMERS 28% of pet products are sold from Supermarkets. Pet shops sell 6% of pet products. Pet superstores share 22% of the total sales. Pet Superstores 22% Discounters 14% Supermarket s 28% Hypermarket s 22% Pet shops 6% Others 8%
DOG TREAT LAUNCHES OVER THE YEARS 175 new dog treat products were launched in 2012. In 2016, the number reached 186. Till March 2017, 22 dog treat products were launched in Germany. 175 104 173 68 186 2012 2013 2014 2015 2016
The humanization trend in the dog food market is notable in the increasing success of premium dog products and specialty dog foods. German pet owners are trending toward products that humanize the care of their pets and, in response manufacturers have developed premium pet foods focusing on health and wellness issues. This focus on specificity is increasing the unit price of the product thereby countering the reduced volumes sales. Dog food snacks saw a rise of 3.3% in Germany in 2016. EXPERTS TAKE ON GERMANY - Zentralverband Zoologischer Fachbetriebe - Mordor Intelligence - Mintel As the German economy continues to improve, pet owners will increasingly purchase higher quality products and those with added value. - Agriculture and Agri food Canada
ABOUT DOGSEE CHEW Dogsee Chew and its products
NATURAL TREAT FOR NATURAL LOVE Dogsee Chew is made only from 4 ingredients Yak Milk, Cow Milk, Lime Juice and Salt. These chews are healthy and human grade, and are handcrafted in the Himalayas. Dogsee treats are 3 times harder than bones. Dogsee Chew is a 100% natural and human grade product; free from grain, gluten, preservatives and artificial flavoring.
HIMALAYAS TO DOGS OF THE WORLD Currently the biggest pet food trends in the United States; Premiumization and humanization. Consumption of organic foods and products is the other trend. Dogsee products are premium, human grade, 100% natural and organic.
26 For the Love of Dogs, Passion for All Natural Food, and Affinity to the Himalaya. WHY DOGSEE CHEW? ALL NATURAL PRODUCT Dogsee Chew is the answer to Liver & Oral problems All Natural Treat with hard chewy texture. These chews are successful in US and have Global appeal. ORIGINATED IN HIMALAYA Himalaya Yak/Cow Milk Chews can only be manufactured in Himalayan Region of Nepal, Bhutan and Sikkim. HIGH MORTALITY RATE Globally about 70% Dogs dont live their full life and die in between 8 to 10 years. LIVER & ORAL PROBLEMS Liver Problems come from high intake of preservatives/chemicals, while Oral issues come due to lack of hard chews for dogs.
GLOBAL PRESENCE Sold in over 8 countries. Making millions of Dogs happy every day.
AWARDS & RECOGNITIONS
We work to better the life of Stray Dogs around the World. We support adoption of Stray Dogs through We are friends of We provide our treats for free to VOSD to feed stray dogs. So far, over 100 dogs has been adopted in Bangalore through #BOTA. We are their proud partners. AND, WE REALLY LOVE DOGS!!
TALK TO US Shirish Ghimire Market Research Associate Dogsee Chew Email: shirish@dogseechew.com Purbali Das International Business Director Dogsee Chew Email: purbali@dogseechew.com
CONTENT CREDITS Euromonitor International 2016, 2015 Mintel Mordorintelligence Zentralverband Zoologischer Fachbetriebe
Germany dog food market data - 2017

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Germany dog food market data - 2017

  • 2. CURRENT MARKET Dogs are the second most popular pets in Germany with 16% share in German households. Value growth by 3.1% and volume growth by 1.1% in 2016. Differentiation and premiumization along with natural keywords are driving growth. Owners are now looking for high quality, premium and natural products for their pets.
  • 3. PETS IN GERMAN HOMES 22% of German homes have cats. 16% of German homes have dogs. 3% of German homes have birds as their pets. Dogs 16% Cats 22% Birds 3% Others 59%
  • 4. MARKET OVERVIEW Dog population, Dog trends, Dog distribution
  • 5. PETS IN GERMANY Germany was home to 16 million dogs in 2015 Cats were the most popular pets with a population of 9.8 million in 2015. Birds were the third most popular pets with a population of 4.2 million.4.2 16 22 Birds Dogs Cats Number of pets in millions
  • 6. DOG TRENDS; BREEDS BY POPULARITY Yorkshire Terrier Husky Portuguese water dog German Shepherd Pomeranian Golden Retriever 1. 2. 3. 4. 5. 6.
  • 7. POPLUAR DOG BREEDS ORIGINATED GERMANY German Shepherd Rottweiler Dachshund 1. 2. 3.
  • 8. CURRENT TRENDS Current trends in the German Dog-food market, Experts take
  • 9. GERMAN MARKET TRENDS Human Grade Premiumization Low in grain/ Gluten free Natural and organic
  • 10. HUMAN GRADE Rising pet anthropomorphism has led pet parents to treat pets as members of their families, 43% of German households own at least one pet. 58% of German households with children own a pet. This pet anthropomorphism has led pet parents to feed their pets with food containing human grade ingredients.
  • 11. NATURAL AND ORGANIC where preferences for natural health products and nutritional ingredients are growing. People are being more health conscious and pet anthropomorphism is on the rise This has led to a good scope for natural and organic pet foods. 1 in 4 consumers of organic food are happy to buy organic foods for their pets too.
  • 12. PREMIUMIZATION According to Euromonitor, this trend has led to the rise of premium dog treats and foods. Premium products sales currently hold 25% of the total market share.
  • 13. LOW IN GRAIN Not all dogs are immune to gluten. This gluten allergy can lead to Celiac disease. This has led to the increase in sales of grain free products. Grain free products share 9% of the total pet food sales in Germany in 2015.
  • 14. DOG FOOD AND TREAT SALES Consumer Behavior, Retail sales, Germany in the World
  • 15. DOGS ARE FAMILY Dog owners feed their dogs with treats on a daily basis. 85% 45% Dog owners consider dogs to be a part of their family. 87% Dog owners purchase treats for their dogs.
  • 16. DOG FOOD SALES Dog Food market has been expanding by value and quantity. Value growth by 3.1% and volume growth by 1.1% in 2016 Market is moving towards Premium Food and Treats mostly towards healthy and natural.
  • 17. GROSSING BILLIONS EVERY YEAR Market Size of USD 1.3 Bn in 2015. To reach 1.4 Bn mark in 2017. Estimated to be USD 1.5 Bn by 2020. 1317.44 1354 1390.56 1436.45 1483.85 1532.82 2015 2016 2017 2018 2019 2020 Retail market size in millions
  • 18. GERMANY; A PROMISING MARKET JAPAN Dog population: 11m Dog food market: US$ 1550m Dog treat market: US$ 553m BRAZIL Dog population: 52m Dog food market: US$ 6005m Dog treat market: US$ 194.9m USA Dog population: 77.8m Dog food market: US$ 14,466m Dog treat market: US$ 2733.3m GERMANY Dog population: 16m Dog food market: US$ 1.5 Bn Dog treat market: US$ 585m
  • 19. TREATS ARE GROWING AT 3.3% CAGR In 2015, Dog treats had a CAGR of 3.3% generating a sales of US$ 568 Mn. In 2016 the sales crossed USD 585 Mn. By 2020, the sales is expected to rise to USD 669 Mn with a CAGR of 3.3% 568.77 588.18 607.59 627.64 648.35 669.75 2015 2016 2017 2018 2019 2020 Dog treat sales in USD millions
  • 20. DISTRIBUTION CHANNELS AND CONSUMERS 28% of pet products are sold from Supermarkets. Pet shops sell 6% of pet products. Pet superstores share 22% of the total sales. Pet Superstores 22% Discounters 14% Supermarket s 28% Hypermarket s 22% Pet shops 6% Others 8%
  • 21. DOG TREAT LAUNCHES OVER THE YEARS 175 new dog treat products were launched in 2012. In 2016, the number reached 186. Till March 2017, 22 dog treat products were launched in Germany. 175 104 173 68 186 2012 2013 2014 2015 2016
  • 22. The humanization trend in the dog food market is notable in the increasing success of premium dog products and specialty dog foods. German pet owners are trending toward products that humanize the care of their pets and, in response manufacturers have developed premium pet foods focusing on health and wellness issues. This focus on specificity is increasing the unit price of the product thereby countering the reduced volumes sales. Dog food snacks saw a rise of 3.3% in Germany in 2016. EXPERTS TAKE ON GERMANY - Zentralverband Zoologischer Fachbetriebe - Mordor Intelligence - Mintel As the German economy continues to improve, pet owners will increasingly purchase higher quality products and those with added value. - Agriculture and Agri food Canada
  • 23. ABOUT DOGSEE CHEW Dogsee Chew and its products
  • 24. NATURAL TREAT FOR NATURAL LOVE Dogsee Chew is made only from 4 ingredients Yak Milk, Cow Milk, Lime Juice and Salt. These chews are healthy and human grade, and are handcrafted in the Himalayas. Dogsee treats are 3 times harder than bones. Dogsee Chew is a 100% natural and human grade product; free from grain, gluten, preservatives and artificial flavoring.
  • 25. HIMALAYAS TO DOGS OF THE WORLD Currently the biggest pet food trends in the United States; Premiumization and humanization. Consumption of organic foods and products is the other trend. Dogsee products are premium, human grade, 100% natural and organic.
  • 26. 26 For the Love of Dogs, Passion for All Natural Food, and Affinity to the Himalaya. WHY DOGSEE CHEW? ALL NATURAL PRODUCT Dogsee Chew is the answer to Liver & Oral problems All Natural Treat with hard chewy texture. These chews are successful in US and have Global appeal. ORIGINATED IN HIMALAYA Himalaya Yak/Cow Milk Chews can only be manufactured in Himalayan Region of Nepal, Bhutan and Sikkim. HIGH MORTALITY RATE Globally about 70% Dogs dont live their full life and die in between 8 to 10 years. LIVER & ORAL PROBLEMS Liver Problems come from high intake of preservatives/chemicals, while Oral issues come due to lack of hard chews for dogs.
  • 27. GLOBAL PRESENCE Sold in over 8 countries. Making millions of Dogs happy every day.
  • 29. We work to better the life of Stray Dogs around the World. We support adoption of Stray Dogs through We are friends of We provide our treats for free to VOSD to feed stray dogs. So far, over 100 dogs has been adopted in Bangalore through #BOTA. We are their proud partners. AND, WE REALLY LOVE DOGS!!
  • 30. TALK TO US Shirish Ghimire Market Research Associate Dogsee Chew Email: shirish@dogseechew.com Purbali Das International Business Director Dogsee Chew Email: purbali@dogseechew.com
  • 31. CONTENT CREDITS Euromonitor International 2016, 2015 Mintel Mordorintelligence Zentralverband Zoologischer Fachbetriebe