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Vital Petfood A/S in Pet Care (Denmark)

New C&M analysis: Pet Care (Denmark) Vital Petfood A/S Company Profile


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2014-03-20 11:03:01 - Vital Petfood A/S in Pet Care (Denmark) - a new company profile report on companiesandmarkets.com

Vital Petfood Group A/S engages in the development, manufacture, sale, and marketing of pet foods and pet care products in Europe. It offers full diet foods, snacks, and accessories for dogs, cats, rodents, cage birds, fish, and wild birds. The company also provides leads and collars for dogs, cats, and rodents. Vital Petfood Group markets its products through pet traders, as well as grocery shops. It has subsidiaries in Denmark, Norway, Sweden, and Finland. Vital Petfood Group A/S was founded in 1993 and is based in Hasselager, Denmark. 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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