Marktanalyse - Cat care in Finland to 2013

Introduction

This databook provides key data and information on the cat care market in Finland. This report is a comprehensive resource for market, category and segment level data including value, volume, distribution share and company & brand share. This report also provides expenditure and consumption data for the historic and forecast periods.

Scope

*Contains information on four categories: cat food, cat litter, cat treats & milk and cat toys

*Market,category and segment level information on value, volume, and expenditure & consumption, with historic (2003-2008) and forecast (2009-2013) data

*Category level company and brand share as well as distribution share information for 2007 and 2008

*Review of the top two companies within the cat care market, including company overview, key facts and business description

Highlights

The market for cat care in Finland increased at a compound annual growth rate of 4.2% between 2003 and 2008.

The cat food category led the cat care market in Finland, accounting for a share of 85.7%.

The leading players in Finnish cat care market include Mars, Inc., Nestle S.A. and Lemmikki Oy.

Reasons to Purchase

*Develop business strategies by understanding the quantitative trends within the cat care market in Finland

*Design effective marketing and sales strategies by identifying key market categories and segments

*Identify key players within the market to plan lucrative M&A, partnerships and agreements

TABLE OF CONTENTS

Chapter 1 EXECUTIVE SUMMARY 2

Summary Market Level - Cat care 2

Summary category level - Cat food 3

Summary category level - Cat litter 4

Summary category level - Cat toys 5

Summary category level - Cat treats & milk 6

Chapter 2 INTRODUCTION 7

What is this report about? 7

How to use this report 7

Market Definition 8

Chapter 3 MARKET OVERVIEW 21

Value Analysis, 2003?2008 21

Value Analysis, 2008?2013 22

Value Analysis, US$ 2003?2008 24

Value Analysis, US$ 2008?2013 24

Volume Analysis, 2003?2008 26

Volume Analysis, 2008?2013 27

Company and Brand Share Analysis 30

Distribution Analysis 35

Expenditure & consumption per capita 37

Chapter 4 LEADING COMPANY PROFILES 40

Mars, Inc. 40

Nestle S.A. 42

Chapter 5 CATEGORY ANALYSIS - CAT FOOD 45

Value Analysis, 2003?2008 45

Value Analysis, 2008?2013 46

Value Analysis, US$ 2003?2008 48

Value Analysis, US$ 2008?2013 48

Volume Analysis, 2003?2008 50

Volume Analysis, 2008?2013 51

Company and Brand Share Analysis 54

Distribution Analysis 58

Expenditure & consumption per capita 60

Chapter 6 CATEGORY ANALYSIS - CAT LITTER 63

Value Analysis, 2003?2008 63

Value Analysis, 2008?2013 64

Value Analysis, US$ 2003?2008 66

Value Analysis, US$ 2008?2013 66

Volume Analysis, 2003?2008 67

Volume Analysis, 2008?2013 68

Company and Brand Share Analysis 70

Distribution Analysis 73

Expenditure & consumption per capita 75

Chapter 7 CATEGORY ANALYSIS - CAT TOYS 78

Value Analysis, 2003?2008 78

Value Analysis, 2008?2013 79

Value Analysis, US$ 2003?2008 81

Value Analysis, US$ 2008?2013 81

Volume Analysis, 2003?2008 82

Volume Analysis, 2008?2013 83

Company and Brand Share Analysis 85

Distribution Analysis 87

Expenditure & consumption per capita 89

Chapter 8 CATEGORY ANALYSIS - CAT TREATS & MILK 92

Value Analysis, 2003?2008 92

Value Analysis, 2008?2013 93

Value Analysis, US$ 2003?2008 95

Value Analysis, US$ 2008?2013 95

Volume Analysis, 2003?2008 97

Volume Analysis, 2008?2013 98

Company and Brand Share Analysis 101

Distribution Analysis 104

Expenditure & consumption per capita 106

Chapter 9 COUNTRY COMPARISON 109

Value 109

Volume 114

Market Share 119

Chapter 10 NEW PRODUCT DEVELOPMENT 120

Product launches over time 120

Recent product launches 122

Chapter 11 FINLAND SOCIOECONOMIC PROFILE 123

Country Overview 123

Key Facts 125

Political Overview 127

Finland Economic Overview 128

Chapter 12 FINLAND MACROECONOMIC PROFILE 129

Macroeconomic Indicators 129

Chapter 13 RESEARCH METHODOLOGY 134

Methodology overview 134

Secondary research 135

Market modeling 136

Primary research 137

Data finalization 138

Ongoing research 138

Chapter 14 APPENDIX 139

Future readings 139

How to contact experts in your industry 139

Disclaimer 139



LIST OF FIGURES

Figure 1: Finland cat care value and value forecast, 2003?2013 (€ m, nominal prices) 23

Figure 2: Finland cat care category growth comparison, by value, 2003?2013 25

Figure 3: Finland cat care volume and volume forecast, 2003?2013 (Kg/Liters/Units m) 28

Figure 4: Finland cat care category growth comparison, by volume, 2003?2013 29

Figure 5: Finland cat care company share, by value, 2007?2008 (%) 32

Figure 6: Finland cat care distribution channels, by value, 2007?2008 (%) 36

Figure 7: Finland cat food value and value forecast, 2003?2013 (€ m, nominal prices) 47

Figure 8: Finland cat food category growth comparison, by value, 2003?2013 49

Figure 9: Finland cat food volume and volume forecast, 2003?2013 (Kg m) 52

Figure 10: Finland cat food category growth comparison, by volume, 2003?2013 53

Figure 11: Finland cat food company share, by value, 2007?2008 (%) 56

Figure 12: Finland cat food distribution channels, by value, 2007?2008 (%) 59

Figure 13: Finland cat litter value and value forecast, 2003?2013 (€ m, nominal prices) 65

Figure 14: Finland cat litter volume and volume forecast, 2003?2013 (Kg m) 69

Figure 15: Finland cat litter company share, by value, 2007?2008 (%) 71

Figure 16: Finland cat litter distribution channels, by value, 2007?2008 (%) 74

Figure 17: Finland cat toys value and value forecast, 2003?2013 (€ m, nominal prices) 80

Figure 18: Finland cat toys volume and volume forecast, 2003?2013 (Units m) 84

Figure 19: Finland cat toys distribution channels, by value, 2007?2008 (%) 88

Figure 20: Finland cat treats & milk value and value forecast, 2003?2013 (€ m, nominal prices) 94

Figure 21: Finland cat treats & milk category growth comparison, by value, 2003?2013 96

Figure 22: Finland cat treats & milk volume and volume forecast, 2003?2013 (Kg/Liters m) 99

Figure 23: Finland cat treats & milk category growth comparison, by volume, 2003?2013 100

Figure 24: Finland cat treats & milk company share, by value, 2007?2008 (%) 102

Figure 25: Finland cat treats & milk distribution channels, by value, 2007?2008 (%) 105

Figure 26: Global cat care market split (value terms, 2008) — Top 5 countries 110

Figure 27: Global cat care market value, 2003—2008 (Top 5 countries) 113

Figure 28: Global cat care market split (volume terms, 2008) — Top 5 countries 115

Figure 29: Global cat care market volume, 2003—2008 (Top 5 countries) 118

Figure 30: Map of Finland 126

Figure 31: Annual data review process 135



LIST OF TABLES

Table 1: Cat care category definitions 9

Table 2: Cat care distribution channels 10

Table 3: Finland cat care value, 2003?2008 (€ m, nominal prices) 21

Table 4: Finland cat care value forecast, 2008?2013 (€ m, nominal prices) 22

Table 5: Finland cat care value, 2003?2008 (US$ m nominal prices) 24

Table 6: Finland cat care value forecast, 2008?2013 (US$ m nominal prices) 24

Table 7: Finland cat care volume, 2003?2008 (Kg/Liters/Units m) 26

Table 8: Finland cat care volume forecast, 2008?2013 (Kg/Liters/Units m) 27

Table 9: Finland cat care brand share, by value, 2007?2008 (%) 30

Table 10: Finland cat care value, by brand 2007?2008 (€ m nominal prices) 31

Table 11: Finland cat care company share by value, 2007?2008 (%) 33

Table 12: Finland cat care value, by company, 2007?2008 (€ m nominal prices) 34

Table 13: Finland cat care distribution channels, by value, 2007?2008 (%) 35

Table 14: Finland cat care value, by distribution channel, 2007?2008 (€ m nominal prices) 35

Table 15: Finland cat care expenditure per capita, 2003?2008 (€, nominal prices) 37

Table 16: Finland cat care forecast expenditure per capita, 2008?2013 (€, nominal prices) 37

Table 17: Finland cat care expenditure per capita, 2003?2008 (US$ nominal prices) 38

Table 18: Finland cat care forecast expenditure per capita, 2008?2013 (US$ nominal prices) 38

Table 19: Finland cat care consumption per capita, 2003?2008 (Kg/Liters/Units) 39

Table 20: Finland cat care forecast consumption per capita, 2008?2013 (Kg/Liters/Units) 39

Table 21: Mars, Inc. Key Facts 40

Table 22: Nestle S.A. Key Facts 42

Table 23: Finland cat food value, 2003?2008 (€ m, nominal prices) 45

Table 24: Finland cat food value forecast, 2008?2013 (€ m, nominal prices) 46

Table 25: Finland cat food value, 2003?2008 (US$ m nominal prices) 48

Table 26: Finland cat food value forecast, 2008?2013 (US$ m nominal prices) 48

Table 27: Finland cat food volume, 2003?2008 (Kg m) 50

Table 28: Finland cat food volume forecast, 2008?2013 (Kg m) 51

Table 29: Finland cat food brand share, by value, 2007?2008 (%) 54

Table 30: Finland cat food value, by brand 2007?2008 (€ m nominal prices) 55

Table 31: Finland cat food company share by value, 2007?2008 (%) 57

Table 32: Finland cat food value, by company, 2007?2008 (€ m nominal prices) 57

Table 33: Finland cat food distribution channels, by value, 2007?2008 (%) 58

Table 34: Finland cat food value, by distribution channel, 2007?2008 (€ m nominal prices) 58

Table 35: Finland cat food expenditure per capita, 2003?2008 (€, nominal prices) 60

Table 36: Finland cat food forecast expenditure per capita, 2008?2013 (€, nominal prices) 60

Table 37: Finland cat food expenditure per capita, 2003?2008 (US$ nominal prices) 61

Table 38: Finland cat food forecast expenditure per capita, 2008?2013 (US$ nominal prices) 61

Table 39: Finland cat food consumption per capita, 2003?2008 (Kg) 62

Table 40: Finland cat food forecast consumption per capita, 2008?2013 (Kg) 62

Table 41: Finland cat litter value, 2003?2008 (€ m, nominal prices) 63

Table 42: Finland cat litter value forecast, 2008?2013 (€ m, nominal prices) 64

Table 43: Finland cat litter value, 2003?2008 (US$ m nominal prices) 66

Table 44: Finland cat litter value forecast, 2008?2013 (US$ m nominal prices) 66

Table 45: Finland cat litter volume, 2003?2008 (Kg m) 67

Table 46: Finland cat litter volume forecast, 2008?2013 (Kg m) 68

Table 47: Finland cat litter brand share, by value, 2007?2008 (%) 70

Table 48: Finland cat litter value, by brand 2007?2008 (€ m nominal prices) 70

Table 49: Finland cat litter company share by value, 2007?2008 (%) 72

Table 50: Finland cat litter value, by company, 2007?2008 (€ m nominal prices) 72

Table 51: Finland cat litter distribution channels, by value, 2007?2008 (%) 73

Table 52: Finland cat litter value, by distribution channel, 2007?2008 (€ m nominal prices) 73

Table 53: Finland cat litter expenditure per capita, 2003?2008 (€, nominal prices) 75

Table 54: Finland cat litter forecast expenditure per capita, 2008?2013 (€, nominal prices) 75

Table 55: Finland cat litter expenditure per capita, 2003?2008 (US$ nominal prices) 76

Table 56: Finland cat litter forecast expenditure per capita, 2008?2013 (US$ nominal prices) 76

Table 57: Finland cat litter consumption per capita, 2003?2008 (Kg) 77

Table 58: Finland cat litter forecast consumption per capita, 2008?2013 (Kg) 77

Table 59: Finland cat toys value, 2003?2008 (€ m, nominal prices) 78

Table 60: Finland cat toys value forecast, 2008?2013 (€ m, nominal prices) 79

Table 61: Finland cat toys value, 2003?2008 (US$ m nominal prices) 81

Table 62: Finland cat toys value forecast, 2008?2013 (US$ m nominal prices) 81

Table 63: Finland cat toys volume, 2003?2008 (Units m) 82

Table 64: Finland cat toys volume forecast, 2008?2013 (Units m) 83

Table 65: Finland cat toys brand share, by value, 2007?2008 (%) 85

Table 66: Finland cat toys value, by brand 2007?2008 (€ m nominal prices) 85

Table 67: Finland cat toys company share by value, 2007?2008 (%) 86

Table 68: Finland cat toys value, by company, 2007?2008 (€ m nominal prices) 86

Table 69: Finland cat toys distribution channels, by value, 2007?2008 (%) 87

Table 70: Finland cat toys value, by distribution channel, 2007?2008 (€ m nominal prices) 87

Table 71: Finland cat toys expenditure per capita, 2003?2008 (€, nominal prices) 89

Table 72: Finland cat toys forecast expenditure per capita, 2008?2013 (€, nominal prices) 89

Table 73: Finland cat toys expenditure per capita, 2003?2008 (US$ nominal prices) 90

Table 74: Finland cat toys forecast expenditure per capita, 2008?2013 (US$ nominal prices) 90

Table 75: Finland cat toys consumption per capita, 2003?2008 (Units) 91

Table 76: Finland cat toys forecast consumption per capita, 2008?2013 (Units) 91

Table 77: Finland cat treats & milk value, 2003?2008 (€ m, nominal prices) 92

Table 78: Finland cat treats & milk value forecast, 2008?2013 (€ m, nominal prices) 93

Table 79: Finland cat treats & milk value, 2003?2008 (US$ m nominal prices) 95

Table 80: Finland cat treats & milk value forecast, 2008?2013 (US$ m nominal prices) 95

Table 81: Finland cat treats & milk volume, 2003?2008 (Kg/Liters m) 97

Table 82: Finland cat treats & milk volume forecast, 2008?2013 (Kg/Liters m) 98

Table 83: Finland cat treats & milk brand share, by value, 2007?2008 (%) 101

Table 84: Finland cat treats & milk value, by brand 2007?2008 (€ m nominal prices) 101

Table 85: Finland cat treats & milk company share by value, 2007?2008 (%) 103

Table 86: Finland cat treats & milk value, by company, 2007?2008 (€ m nominal prices) 103

Table 87: Finland cat treats & milk distribution channels, by value, 2007?2008 (%) 104

Table 88: Finland cat treats & milk value, by distribution channel, 2007?2008 (€ m nominal prices) 104

Table 89: Finland cat treats & milk expenditure per capita, 2003?2008 (€, nominal prices) 106

Table 90: Finland cat treats & milk forecast expenditure per capita, 2008?2013 (€, nominal prices) 106

Table 91: Finland cat treats & milk expenditure per capita, 2003?2008 (US$ nominal prices) 107

Table 92: Finland cat treats & milk forecast expenditure per capita, 2008?2013 (US$ nominal prices) 107

Table 93: Finland cat treats & milk consumption per capita, 2003?2008 (Kg/Liters) 108

Table 94: Finland cat treats & milk forecast consumption per capita, 2008?2013 (Kg/Liters) 108

Table 95: Global cat care market value, 2008 109

Table 96: Global cat care market split (value terms (US$ m), 2008) — Top 5 countries 112

Table 97: Global cat care market volume, 2008 114

Table 98: Global cat care market split (volume terms, 2008) — Top 5 countries 117

Table 99: Leading players - Top 5 countries 119

Table 100: Finland cat care new product launches reports, by company (Top 5 companies), 2008 120

Table 101: Finland cat care new product launches SKUs, by company (Top 5 companies), 2008 120

Table 102: Finland cat care new product launches (reports), by flavor and fragrances (Top 10 flavors), 2008 121

Table 103: Finland cat care new product launches (reports), by Ingredients (Top 10 Ingredients), 2008 121

Table 104: Finland cat care new product launches (reports), by Package tags or Claims (Top 10 claims), 2008 122

Table 105: Finland cat care new product launches (reports) - Recent 5 launches (2008) 122

Table 106: Finland Key Facts 125

Table 107: Finland population, by age group, 2003?08 (millions) 129

Table 108: Finland population forecast, by age group, 2008?13 (millions) 130

Table 109: Finland population, by gender, 2003?08 (millions) 130

Table 110: Finland population forecast, by gender, 2008?13 (millions) 131

Table 111: Finland nominal GDP, 2003?08 (€ bn, nominal prices) 131

Table 112: Finland nominal GDP forecast, 2008?13 (€ bn, nominal prices) 131

Table 113: Finland real GDP, 2003?08 (€ bn, 2000 prices) 132

Table 114: Finland real GDP forecast, 2008?13 (€ bn, 2000 prices) 132

Table 115: Finland real GDP, 2003?08 (US$ bn, 2000 prices) 132

Table 116: Finland real GDP forecast, 2008?13 (US$ bn, 2000 prices) 133

Table 117: Finland consumer price index, 2003?08 (2000=100) 133

Table 118: Finland consumer price index, 2008?13 (2000=100) 133

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