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New C&M analysis: Pet Care (Denmark) Chrisco A/S Company Profile
Chrisco A/S in Pet Care (Denmark) - a new company profile report on 2014-03-20 10:47:02
Chrisco A/S is a large company in Denmark´s pet care industry and is expected to benefit from stable growth in 2013 and future years. Pet care grew at a stable pace in 2012 and will continue to do so in 2013. This once again underlines that pet care in Denmark is a relatively crisis-proof market. Just as the financial crisis in 2008-2009 led to only minor declines in value growth rates for pet care, the renewed economic downturn, which hit Denmark in 2012 following the eurozone debt crisis, has not significantly impacted pet owners´ spending. A major reason for this is the widespread pet humanisation, which makes pet owners willing to spend extra on premium products for their pets, even in times of economic hardships.

2012 marked an exception to the rule that private label is always growing, as retailers´ own products saw a minor drop in value share for the first time in the 10 years covered by Euromonitor International´s data for value shares. This illustrates how major branded players, first and foremost the market leader Mars Danmark A/S, responded to the competition from private label by intensifying marketing activities, among other things through increased presence in grocery retailers´ weekly brochures. At the same time, it is possible that the fierce price competition in the economy dog and cat food category has led to private label products of an unacceptable quality, which are not able to attract consumers over a longer period of time.

Pet care in Denmark is a relatively fragmented market with the leader Mars Danmark A/S being the only company holding a double-digit value share in 2012. The rest of the market is split between a mixture of multinational and domestic players with value shares below 10%. Mars Danmark A/S has almost all its sales in dog and cat food where the company is the clear leader, mainly thanks to its popular mid-priced brands Pedigree Pal and Whiskas. While Mars Danmark A/S´s value share has been slightly dropping over the review period, the company managed to post a marginal increase in 2012, as marketing campaigns successfully countered the competition from private label.

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Mike King
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