Euromonitor International’s “Pet Care in Belgium” is now available at ReportsnReports.com.

1. Pet Care in Belgium
Report Summary
Value growth in pet products despite economic turbulence
Economic turbulence, which was present over the review period, had almost no effect on the sales of
pet food and pet care products in Belgium. Belgian pet owners choose quality pet food and pet care
over low prices. Premium dry dog food and premium dry cat food drove overall growth. In comparison,
volume growth was negligible due to the maturity of pet care.
Natural and organic products fill the pet care environment
In Belgium pet care market, growth in natural and organic pet food was evident toward the end of the
review period, with more products offering complete nutritional quality food with natural and organic
ingredients and products offering functional health benefits such as improved coat, teeth, joints and
brain function. In addition, more products are being made available targeting specific breeds, age, size
and lifestyle of the pets.
Two multinationals, Mars and Nestlé continue to lead pet care
Belgium cat and dog food is dominated by two multinationals: Mars Belgium NV SA and Nestlé Purina
PetCare SA NV. Whiskas, Pedigree, Cesar, Sheba, Perfect Fit, Frolic by Mars and Purina ONE, Friskies,
Purina Pro Plan by Nestlé Purina PetCare are well known brands. As overall leaders, these companies
also continued to innovate and introduce new products within the ever increasingly popular segments
of dry dog and cat food. In 2011, Mars expanded its Perfect Fit and Whiskas ranges and introduced
Perfect Fit Pro-Sterile, Pedigree Complete and Whiskas Indoor, Whiskas Simply respectively.
Supermarket/hypermarkets represents the majority of value sales
Supermarkets/hypermarkets is set to continue to hold the majority of value sales, at 56% share of total
pet care value sales in 2011. With its wide variety of product ranges from low-price products to
premium and super premium products, pet care products and accessorises
supermarkets/hypermarkets offers easy access to such products. Moreover, in some cities,
supermarkets/hypermarkets forms a ‘one step away from home’ shopping solution, encouraging
consumers to purchase pet food/pet care products whilst doing weekly and monthly shops for
themselves. However, over the review period, the importance of pet super shops also increased. By
providing a huge assortment of products at discounted prices and by offering promotional activities,
pet superstores is a highly appreciated distribution channel by customers.
Positive outlook for forecast period
Over the forecast period, positive growth is expected to remain for pet care in Belgium, with value
expected to outgrow volume sales as premiumisation remains important. Clear winners in the growth

2. stakes remain premium dry dog and cat food as well as dog treats as pet owners rank the well being
and health of their pets as increasingly high and the movement towards humanisation continues.
TABLE OF CONTENTS
Pet Care in Belgium - Industry Overview
EXECUTIVE SUMMARY
Value growth in pet products despite economic turbulence
Natural and organic products fill the pet care environment
Two multinationals, Mars and Nestlé continue to lead pet care
Supermarket/hypermarkets represents the majority of value sales
Positive outlook for forecast period
KEY TRENDS AND DEVELOPMENTS
Pet products maintain a good performance
Mars Belgium NV and Nestlé Purina PetCare continue to lead
Supermarkets/hypermarkets dominates distribution but pet superstores gains share
Customers prefer natural and nutritional ingredients
Positive growth atmosphere
MARKET INDICATORS
Table 1 Pet Populations 2006-2011
MARKET DATA
Table 2 Sales of Pet Care by Category: Volume 2006-2011
Table 3 Sales of Pet Care by Category: Value 2006-2011
Table 4 Sales of Pet Care by Category: % Volume Growth 2006-2011
Table 5 Sales of Pet Care by Category: % Value Growth 2006-2011
Table 6 Pet Food Company Shares 2006-2010
Table 7 Pet Food Brand Shares 2007-2010
Table 8 Dog and Cat Food Company Shares 2006-2010
Table 9 Dog and Cat Food Brand Shares 2007-2010
Table 10 Penetration of Private Label by Category 2006-2010
Table 11 Sales of Dog and Cat Food by Distribution Format: % Analysis 2006-2011
Table 12 Sales of Dog and Cat Food by Category and Distribution Format: % Analysis 2011
Table 13 Sales of Pet Care by Distribution Format: % Analysis 2006-2011
Table 14 Sales of Pet Care by Category and Distribution Format: % Analysis 2011
Table 15 Forecast Sales of Pet Care by Category: Volume 2011-2016
Table 16 Forecast Sales of Pet Care by Category: Value 2011-2016
Table 17 Forecast Sales of Pet Care by Category: % Volume Growth 2011-2016
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2011-2016

3. DEFINITIONS
Summary 1 Research Sources
Pet Care in Belgium - Company Profiles
Beaphar Belgium Bvba in Pet Care (Belgium)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Beaphar Belgium Bvba: Competitive Position 2010
Laroy Duvo NV in Pet Care (Belgium)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND AND PRODUCTION
COMPETITIVE POSITIONING
Maxi Zoo Belgium in Pet Care (Belgium)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Tom & Co in Pet Care (Belgium)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Private Label

4. COMPETITIVE POSITIONING
Summary 8 Tom & Co: Competitive Position 2010
Cat Food in Belgium - Category Analysis
HEADLINES
TRENDS
In 2011, the overall current value growth for cat food is predicted to be 4%, which will be on a par with
the current value CAGR of the review period. There will be no great change in the trends seen in the
sales of cat food over the review period. Dry cat food and premium variants continued to outperform.
COMPETITIVE LANDSCAPE
In Belgium, cat food continues to be dominated by two major international players: Mars Belgium and
Nestlé Purina PetCare with 21% and 20% value shares respectively. No major change to this scenario is
expected over the forecast period. Most product development is likely to continue in the area of
premium dry cat food, where the emphasis will remain on products for specific needs, age-related or
for the active or indoors cat. Mars and Nestlé are expected to be fundamental in driving innovation in
these areas.
PROSPECTS
Over the forecast period, overall cat food sales are expected to see a constant value CAGR of 2%. Key
behind this positive performance will be premium dry cat food which is expected to achieve a constant
value CAGR of 4%. Wet cat food has struggled to achieve similar growth to that of dry cat food as many
consumers prefer the convenience of dry cat food; however, growth is still evident, albeit at a lower
level. Positive growth of wet cat food has also stemmed from new or improved product launches such
as single serve portions, which cater for consumers’ desire for convenience and easy use packs.
CATEGORY INDICATORS
Table 19 Cat Owning Households: % Analysis 2006-2011
Table 20 Cat Population 2006-2011
Table 21 Cat Food Prepared vs Non-prepared Gap: % Analysis 2006-2011
CATEGORY DATA
Summary 9 Cat Food by Price Band 2010
Table 22 Sales of Cat Food by Category: Volume 2006-2011
Table 23 Sales of Cat Food by Category: Value 2006-2011
Table 24 Sales of Cat Food by Category: % Volume Growth 2006-2011
Table 25 Sales of Cat Food by Category: % Value Growth 2006-2011
Table 26 Sales of Premium Cat Food by Category: Value 2006-2011
Table 27 Cat Food Company Shares 2006-2010
Table 28 Cat Food Brand Shares 2007-2010
Table 29 Cat Treats Brand Shares 2007-2010
Table 30 Forecast Sales of Cat Food by Category: Volume 2011-2016

5. Table 31 Forecast Sales of Cat Food by Category: Value 2011-2016
Table 32 Forecast Sales of Cat Food by Category: % Volume Growth 2011-2016
Table 33 Forecast Sales of Cat Food by Category: % Value Growth 2011-2016
Dog Food in Belgium - Category Analysis
HEADLINES
TRENDS
In 2011, dog treats and premium dry dog food are expected to drive growth in dog food in current
value terms achieving 6% and 5% growth respectively. Sophisticated dog food innovation tailored
according to the pet’s age, gender, and breed continued to attract pet owners. Moreover, growing
availability of innovative products such as meals based on gourmet recipes, natural ingredients and
functionality are helping to expand overall value.
COMPETITIVE LANDSCAPE
The competitive landscape for dog food in Belgium is very concentrated. Mars Belgium and Nestlé
Purina PetCare lead, accounting for 28% and 14% share of total dog food value sales respectively in
2010. There was little change to these two companies’ shares over the review period and it is expected
that they will continue to hold the largest proportion of the category moving forward. This reflects the
level of brand loyalty that these companies enjoy with the leading brands of Pal and Pro Plan
respectively as both companies continue to innovate in line with demand.
PROSPECTS
In Belgium, over the review period, premium dry dog food and dog treats showed the best
performances and boosted overall dry dog food sales. Over the forecast period, these two segments
will continue to perform well and show a static growth in constant value terms. This growth will also
affect overall dog food sales positively over the forecast period, even if the decline in the sales of wet
dog food and dog mixers is likely to offset this to some degree. The overall CAGR value growth for the
forecast period is likely to be positive as Belgian pet care was considered to not be affected by the
economic climate. Belgian consumers are expected to continue to be willing to spend money to
provide quality food and care for their pets.
CATEGORY INDICATORS
Table 34 Dog Owning Households: % Analysis 2006-2011
Table 35 Dog Population 2006-2011
Table 36 Dog Food Prepared vs Non-prepared Gap: % Analysis 2006-2011
CATEGORY DATA
Summary 10 Dog Food by Price Band 2010
Table 37 Sales of Dog Food by Category: Volume 2006-2011
Table 38 Sales of Dog Food by Category: Value 2006-2011
Table 39 Sales of Dog Food by Category: % Volume Growth 2006-2011
Table 40 Sales of Dog Food by Category: % Value Growth 2006-2011
Table 41 Sales of Premium Dog Food by Category: Value 2006-2011

6. Table 42 Dog Food Company Shares 2006-2010
Table 43 Dog Food Brand Shares 2007-2010
Table 44 Dog Treats Brand Shares 2007-2010
Table 45 Forecast Sales of Dog Food by Category: Volume 2011-2016
Table 46 Forecast Sales of Dog Food by Category: Value 2011-2016
Table 47 Forecast Sales of Dog Food by Category: % Volume Growth 2011-2016
Table 48 Forecast Sales of Dog Food by Category: % Value Growth 2011-2016
Other Pet Food in Belgium - Category Analysis
HEADLINES
TRENDS
Other pet food sales benefitted during 2011 from the growing popularity of smaller pets. Sales of other
pet food in Belgium are predicted to grow by 4% and 1% in current value and volume terms in 2011.
This can be mainly attributed to the increasing population of small mammals, with rabbits, guinea pigs
and hamsters being especially popular amongst children. Overall growth levels expected for 2011 will
be marginally higher than the review period current value CAGR of 3% giving continuity in the
performance of this category.
COMPETITIVE LANDSCAPE
Vitakraft SA NV and Supreme Petfoods BV dominate other pet food in Belgium with 15% and 12%
value share, respectively in 2011. Vitakraft SA NV leads in both bird food and is ranked second in small
mammal/reptile food, where it manufactures a wide range of specialist food and treats for different
species of small mammals. Supreme Petfoods core business leads small mammal food and it attracts
the consumer’s attention by giving the product ranges pet’s names such as Russell Rabbit or Harry
Hamster. There is not expected to be any major changes in the competitive environment in 2011 given
the brand awareness enjoyed by the two major players mentioned and they can be expected to
continue to develop their product ranges.
PROSPECTS
Over the forecast period, other pet food sales are expected to show around 1% value growth, driven
by small mammal/reptile food, growing by a constant value CAGR of 3%. Bird and fish food which are
expected to show respective constant value CAGRs of -2% and -1%, will affect the overall growth of
other pet food adversely.
CATEGORY INDICATORS
Table 49 Other Pet Population 2006-2011
CATEGORY DATA
Table 50 Sales of Other Pet Food by Category: Volume 2006-2011
Table 51 Sales of Other Pet Food by Category: Value 2006-2011
Table 52 Sales of Other Pet Food by Category: % Volume Growth 2006-2011
Table 53 Sales of Other Pet Food by Category: % Value Growth 2006-2011
Table 54 Bird Food Brand Shares 2007-2010

7. Table 55 Fish Food Brand Shares 2007-2010
Table 56 Small Mammal/Reptile Food Food Brand Shares 2007-2010
Table 57 Forecast Sales of Other Pet Food by Category: Volume 2011-2016
Table 58 Forecast Sales of Other Pet Food by Category: Value 2011-2016
Table 59 Forecast Sales of Other Pet Food by Category: % Volume Growth 2011-2016
Table 60 Forecast Sales of Other Pet Food by Category: % Value Growth 2011-2016
Pet Products in Belgium - Category Analysis
HEADLINES
TRENDS
In 2011, the pet humanisation trend continued to positively affect the development of pet product. Pet
owners are willing to provide their pets with the best products available. Elaborate beds, clothing,
treats shaped like human food are just a few examples to show that animals are being considered not
just animals but as cherished family members. With such consideration, Belgian pet owners are
prepared to allocate a reasonably high budget for pet food and pet care products and services. The
main selling points of such products continue to be health, hygiene, convenience and aesthetics.
COMPETITIVE LANDSCAPE
In Belgium, pet products is very fragmented. While private label dominates with 36% value share,
others held 31% value share in 2010. This is due to the diversity of products in the category, with many
local and small companies present. Cat litter in particular shows a strong private label presences where
it enjoys 49% value share, which can be considered as a reflection of pricing levels which offers the
consumer great value-for-money.
PROSPECTS
Over the forecast period, pet products is expected to achieve a constant value CAGR of 2%. Cat litter is
predicted to show a good performance but it might suffer from its increasing commodity status. Strong
private label presence in this segment and hard discounting will also have an adverse effect. On the
other hand, the increasing popularity of concepts such as agglomerating or anti-odour products and
bio degradable and room for innovation will drive cat litter over the forecast period.
CATEGORY DATA
Table 61 Sales of Pet Products by Category: Value 2006-2011
Table 62 Sales of Pet Products by Category: % Value Growth 2006-2011
Table 63 Sales of Pet Healthcare by Type: % Value Breakdown 2006-2011
Table 64 Forecast Sales of Pet Products by Category: Value 2011-2016
Table 65 Forecast Sales of Pet Products by Category: % Value Growth 2011-2016

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