Marktanalyse - Cat care in Sweden to 2013

Introduction

This databook provides key data and information on the cat care market in Sweden. 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 Sweden increased at a compound annual growth rate of 3.6% between 2003 and 2008.

The cat food category led the cat care market in Sweden, accounting for a share of 81.5%.

The leading players in Swedish cat care market include Doggy AB, Mars, Inc. and Nestle S.A..

Reasons to Purchase

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

*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 29

Distribution Analysis 33

Expenditure & consumption per capita 35

Chapter 4 LEADING COMPANY PROFILES 38

Mars, Inc. 38

Nestle SA 40

Chapter 5 CATEGORY ANALYSIS - CAT FOOD 43

Value Analysis, 2003?2008 43

Value Analysis, 2008?2013 44

Value Analysis, US$ 2003?2008 46

Value Analysis, US$ 2008?2013 46

Volume Analysis, 2003?2008 48

Volume Analysis, 2008?2013 49

Company and Brand Share Analysis 52

Distribution Analysis 55

Expenditure & consumption per capita 57

Chapter 6 CATEGORY ANALYSIS - CAT LITTER 60

Value Analysis, 2003?2008 60

Value Analysis, 2008?2013 61

Value Analysis, US$ 2003?2008 63

Value Analysis, US$ 2008?2013 63

Volume Analysis, 2003?2008 64

Volume Analysis, 2008?2013 65

Company and Brand Share Analysis 67

Distribution Analysis 69

Expenditure & consumption per capita 71

Chapter 7 CATEGORY ANALYSIS - CAT TOYS 74

Value Analysis, 2003?2008 74

Value Analysis, 2008?2013 75

Value Analysis, US$ 2003?2008 77

Value Analysis, US$ 2008?2013 77

Volume Analysis, 2003?2008 78

Volume Analysis, 2008?2013 79

Company and Brand Share Analysis 81

Distribution Analysis 83

Expenditure & consumption per capita 85

Chapter 8 CATEGORY ANALYSIS - CAT TREATS & MILK 88

Value Analysis, 2003?2008 88

Value Analysis, 2008?2013 89

Value Analysis, US$ 2003?2008 91

Value Analysis, US$ 2008?2013 91

Volume Analysis, 2003?2008 93

Volume Analysis, 2008?2013 94

Company and Brand Share Analysis 97

Distribution Analysis 100

Expenditure & consumption per capita 102

Chapter 9 COUNTRY COMPARISON 105

Value 105

Volume 110

Market Share 115

Chapter 10 SWEDEN SOCIOECONOMIC PROFILE 116

Country Overview 116

Key Facts 117

Political Overview 119

Economic Overview 120

Chapter 11 SWEDEN MACROECONOMIC PROFILE 121

Macroeconomic Indicators 121

Chapter 12 RESEARCH METHODOLOGY 126

Methodology overview 126

Secondary research 127

Market modeling 128

Primary research 129

Data finalization 130

Ongoing research 130

Chapter 13 APPENDIX 131

Future readings 131

How to contact experts in your industry 131

Disclaimer 131



LIST OF FIGURES

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

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

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

Figure 4: Sweden cat care category growth comparison, by volume, 2003?2013 28

Figure 5: Sweden cat care company share, by value, 2007?2008 (%) 31

Figure 6: Sweden cat care distribution channels, by value, 2007?2008 (%) 34

Figure 7: Sweden cat food value and value forecast, 2003?2013 (SEK m, nominal prices) 45

Figure 8: Sweden cat food category growth comparison, by value, 2003?2013 47

Figure 9: Sweden cat food volume and volume forecast, 2003?2013 (Kg m) 50

Figure 10: Sweden cat food category growth comparison, by volume, 2003?2013 51

Figure 11: Sweden cat food company share, by value, 2007?2008 (%) 53

Figure 12: Sweden cat food distribution channels, by value, 2007?2008 (%) 56

Figure 13: Sweden cat litter value and value forecast, 2003?2013 (SEK m, nominal prices) 62

Figure 14: Sweden cat litter volume and volume forecast, 2003?2013 (Kg m) 66

Figure 15: Sweden cat litter distribution channels, by value, 2007?2008 (%) 70

Figure 16: Sweden cat toys value and value forecast, 2003?2013 (SEK m, nominal prices) 76

Figure 17: Sweden cat toys volume and volume forecast, 2003?2013 (Units m) 80

Figure 18: Sweden cat toys distribution channels, by value, 2007?2008 (%) 84

Figure 19: Sweden cat treats & milk value and value forecast, 2003?2013 (SEK m, nominal prices) 90

Figure 20: Sweden cat treats & milk category growth comparison, by value, 2003?2013 92

Figure 21: Sweden cat treats & milk volume and volume forecast, 2003?2013 (Kg/Liters m) 95

Figure 22: Sweden cat treats & milk category growth comparison, by volume, 2003?2013 96

Figure 23: Sweden cat treats & milk company share, by value, 2007?2008 (%) 98

Figure 24: Sweden cat treats & milk distribution channels, by value, 2007?2008 (%) 101

Figure 25: Global cat care market split (value terms, 2008) — Top 5 countries 106

Figure 26: Global cat care market value, 2003—2008 (Top 5 countries) 109

Figure 27: Global cat care market split (volume terms, 2008) — Top 5 countries 111

Figure 28: Global cat care market volume, 2003—2008 (Top 5 countries) 114

Figure 29: Map of Sweden 118

Figure 30: Annual data review process 127



LIST OF TABLES

Table 1: Cat care category definitions 9

Table 2: Cat care distribution channels 10

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

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

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

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

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

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

Table 9: Sweden cat care brand share, by value, 2007?2008 (%) 29

Table 10: Sweden cat care value, by brand 2007?2008 (SEK m nominal prices) 30

Table 11: Sweden cat care company share by value, 2007?2008 (%) 32

Table 12: Sweden cat care value, by company, 2007?2008 (SEK m nominal prices) 32

Table 13: Sweden cat care distribution channels, by value, 2007?2008 (%) 33

Table 14: Sweden cat care value, by distribution channel, 2007?2008 (SEK m nominal prices) 33

Table 15: Sweden cat care expenditure per capita, 2003?2008 (SEK, nominal prices) 35

Table 16: Sweden cat care forecast expenditure per capita, 2008?2013 (SEK, nominal prices) 35

Table 17: Sweden cat care expenditure per capita, 2003?2008 (US$ nominal prices) 36

Table 18: Sweden cat care forecast expenditure per capita, 2008?2013 (US$ nominal prices) 36

Table 19: Sweden cat care consumption per capita, 2003?2008 (Kg/Liters/Units) 37

Table 20: Sweden cat care forecast consumption per capita, 2008?2013 (Kg/Liters/Units) 37

Table 21: Mars, Inc. Key Facts 38

Table 22: Nestle SA Key Facts 40

Table 23: Sweden cat food value, 2003?2008 (SEK m, nominal prices) 43

Table 24: Sweden cat food value forecast, 2008?2013 (SEK m, nominal prices) 44

Table 25: Sweden cat food value, 2003?2008 (US$ m nominal prices) 46

Table 26: Sweden cat food value forecast, 2008?2013 (US$ m nominal prices) 46

Table 27: Sweden cat food volume, 2003?2008 (Kg m) 48

Table 28: Sweden cat food volume forecast, 2008?2013 (Kg m) 49

Table 29: Sweden cat food brand share, by value, 2007?2008 (%) 52

Table 30: Sweden cat food value, by brand 2007?2008 (SEK m nominal prices) 52

Table 31: Sweden cat food company share by value, 2007?2008 (%) 54

Table 32: Sweden cat food value, by company, 2007?2008 (SEK m nominal prices) 54

Table 33: Sweden cat food distribution channels, by value, 2007?2008 (%) 55

Table 34: Sweden cat food value, by distribution channel, 2007?2008 (SEK m nominal prices) 55

Table 35: Sweden cat food expenditure per capita, 2003?2008 (SEK, nominal prices) 57

Table 36: Sweden cat food forecast expenditure per capita, 2008?2013 (SEK, nominal prices) 57

Table 37: Sweden cat food expenditure per capita, 2003?2008 (US$ nominal prices) 58

Table 38: Sweden cat food forecast expenditure per capita, 2008?2013 (US$ nominal prices) 58

Table 39: Sweden cat food consumption per capita, 2003?2008 (Kg) 59

Table 40: Sweden cat food forecast consumption per capita, 2008?2013 (Kg) 59

Table 41: Sweden cat litter value, 2003?2008 (SEK m, nominal prices) 60

Table 42: Sweden cat litter value forecast, 2008?2013 (SEK m, nominal prices) 61

Table 43: Sweden cat litter value, 2003?2008 (US$ m nominal prices) 63

Table 44: Sweden cat litter value forecast, 2008?2013 (US$ m nominal prices) 63

Table 45: Sweden cat litter volume, 2003?2008 (Kg m) 64

Table 46: Sweden cat litter volume forecast, 2008?2013 (Kg m) 65

Table 47: Sweden cat litter brand share, by value, 2007?2008 (%) 67

Table 48: Sweden cat litter value, by brand 2007?2008 (SEK m nominal prices) 67

Table 49: Sweden cat litter company share by value, 2007?2008 (%) 68

Table 50: Sweden cat litter value, by company, 2007?2008 (SEK m nominal prices) 68

Table 51: Sweden cat litter distribution channels, by value, 2007?2008 (%) 69

Table 52: Sweden cat litter value, by distribution channel, 2007?2008 (SEK m nominal prices) 69

Table 53: Sweden cat litter expenditure per capita, 2003?2008 (SEK, nominal prices) 71

Table 54: Sweden cat litter forecast expenditure per capita, 2008?2013 (SEK, nominal prices) 71

Table 55: Sweden cat litter expenditure per capita, 2003?2008 (US$ nominal prices) 72

Table 56: Sweden cat litter forecast expenditure per capita, 2008?2013 (US$ nominal prices) 72

Table 57: Sweden cat litter consumption per capita, 2003?2008 (Kg) 73

Table 58: Sweden cat litter forecast consumption per capita, 2008?2013 (Kg) 73

Table 59: Sweden cat toys value, 2003?2008 (SEK m, nominal prices) 74

Table 60: Sweden cat toys value forecast, 2008?2013 (SEK m, nominal prices) 75

Table 61: Sweden cat toys value, 2003?2008 (US$ m nominal prices) 77

Table 62: Sweden cat toys value forecast, 2008?2013 (US$ m nominal prices) 77

Table 63: Sweden cat toys volume, 2003?2008 (Units m) 78

Table 64: Sweden cat toys volume forecast, 2008?2013 (Units m) 79

Table 65: Sweden cat toys brand share, by value, 2007?2008 (%) 81

Table 66: Sweden cat toys value, by brand 2007?2008 (SEK m nominal prices) 81

Table 67: Sweden cat toys company share by value, 2007?2008 (%) 82

Table 68: Sweden cat toys value, by company, 2007?2008 (SEK m nominal prices) 82

Table 69: Sweden cat toys distribution channels, by value, 2007?2008 (%) 83

Table 70: Sweden cat toys value, by distribution channel, 2007?2008 (SEK m nominal prices) 83

Table 71: Sweden cat toys expenditure per capita, 2003?2008 (SEK, nominal prices) 85

Table 72: Sweden cat toys forecast expenditure per capita, 2008?2013 (SEK, nominal prices) 85

Table 73: Sweden cat toys expenditure per capita, 2003?2008 (US$ nominal prices) 86

Table 74: Sweden cat toys forecast expenditure per capita, 2008?2013 (US$ nominal prices) 86

Table 75: Sweden cat toys consumption per capita, 2003?2008 (Units) 87

Table 76: Sweden cat toys forecast consumption per capita, 2008?2013 (Units) 87

Table 77: Sweden cat treats & milk value, 2003?2008 (SEK m, nominal prices) 88

Table 78: Sweden cat treats & milk value forecast, 2008?2013 (SEK m, nominal prices) 89

Table 79: Sweden cat treats & milk value, 2003?2008 (US$ m nominal prices) 91

Table 80: Sweden cat treats & milk value forecast, 2008?2013 (US$ m nominal prices) 91

Table 81: Sweden cat treats & milk volume, 2003?2008 (Kg/Liters m) 93

Table 82: Sweden cat treats & milk volume forecast, 2008?2013 (Kg/Liters m) 94

Table 83: Sweden cat treats & milk brand share, by value, 2007?2008 (%) 97

Table 84: Sweden cat treats & milk value, by brand 2007?2008 (SEK m nominal prices) 97

Table 85: Sweden cat treats & milk company share by value, 2007?2008 (%) 99

Table 86: Sweden cat treats & milk value, by company, 2007?2008 (SEK m nominal prices) 99

Table 87: Sweden cat treats & milk distribution channels, by value, 2007?2008 (%) 100

Table 88: Sweden cat treats & milk value, by distribution channel, 2007?2008 (SEK m nominal prices) 100

Table 89: Sweden cat treats & milk expenditure per capita, 2003?2008 (SEK, nominal prices) 102

Table 90: Sweden cat treats & milk forecast expenditure per capita, 2008?2013 (SEK, nominal prices) 102

Table 91: Sweden cat treats & milk expenditure per capita, 2003?2008 (US$ nominal prices) 103

Table 92: Sweden cat treats & milk forecast expenditure per capita, 2008?2013 (US$ nominal prices) 103

Table 93: Sweden cat treats & milk consumption per capita, 2003?2008 (Kg/Liters) 104

Table 94: Sweden cat treats & milk forecast consumption per capita, 2008?2013 (Kg/Liters) 104

Table 95: Global cat care market value, 2008 105

Table 96: Global cat care market split (value terms (US$ m), 2008) — Top 5 countries 108

Table 97: Global cat care market volume, 2008 110

Table 98: Global cat care market split (volume terms, 2008) — Top 5 countries 113

Table 99: Leading players - Top 5 countries 115

Table 100: Sweden Key Facts 117

Table 101: Sweden population, by age group, 2003?08 (millions) 121

Table 102: Sweden population forecast, by age group, 2008?13 (millions) 122

Table 103: Sweden population, by gender, 2003?08 (millions) 122

Table 104: Sweden population forecast, by gender, 2008?13 (millions) 123

Table 105: Sweden nominal GDP, 2003?08 (SEK bn, nominal prices) 123

Table 106: Sweden nominal GDP forecast, 2008?13 (SEK bn, nominal prices) 123

Table 107: Sweden real GDP, 2003?08 (SEK bn, 2000 prices) 124

Table 108: Sweden real GDP forecast, 2008?13 (SEK bn, 2000 prices) 124

Table 109: Sweden real GDP, 2003?08 (US$ bn, 2000 prices) 124

Table 110: Sweden real GDP forecast, 2008?13 (US$ bn, 2000 prices) 125

Table 111: Sweden consumer price index, 2003?08 (2000=100) 125

Table 112: Sweden consumer price index, 2008?13 (2000=100) 125

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