Pet care in 2025: The big picture
Retail current value and volume sales of pet care in Finland are projected to continue to rise over 2025. However, retail volume growth is expected to remain modest, while retail current sales are set to grow moderately, and at a slower rate, compared with 2024.
2025 key trends
Pet care in Finland is supported by quite stable pet populations and key sociodemographic shifts, such as an ageing population, urbanisation, and more single-person households. These factors deepen the emotional connection to pets and sustain long-term demand.
Competitive landscape
Mars Finland overtook Suomen Nestlé to become the leading company in the highly fragmented competitive landscape of pet care in Finland in retail value terms in 2024, supported by its strong portfolio of well-established brands like Pedigree, Whiskas, Cesar and Kitekat. Mars is also the GBO of the Royal Canin brand (NBO Royal Canin Finland).
Retail developments
Pet shops and superstores is set to remain the leading distribution channel in retail value terms in 2025. These outlets have sustained their popularity by offering a wide range of products, personalised customer service and the ability to physically assess products before purchasing.
What next for pet care?
In Finland, pet care retail value (constant 2025 prices) sales are projected to grow at a moderate-to-modest pace in the forecast period. This forecast is based on increased consumer spending on premium and health-focused products, as well as the expansion of e-commerce and veterinary services.
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Overview:
Understand the latest market trends and future growth opportunities for the Pet Care industry in Finland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Cat Food
- Dog Food
- Other Pet Food
- Pet Products
If you're in the Pet Care industry in Finland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Pet Care in Finland report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Pet Care in Finland?
- Which are the leading brands in Pet Care in Finland?
- How are products distributed in Pet Care in Finland?
- How is the rise of e-commerce impacting the retail environment and consumer engagement?
- How are fashions and values in human food echoed in food for pets?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
Pet Care in Finland
Pet care in 2025: The big picture
2025 key trends
Competitive landscape
Retail developments
What next for pet care?
DISCLAIMER
Cat Food in Finland
KEY DATA FINDINGS
Palatability, nutritional value and cost-effectiveness make mid-priced wet cat food a popular choice
Suomen Nestlé leverages a strong portfolio and wide distribution to lead the field
Hypermarkets and pet shops and superstores appeal to different consumers as they vie for leadership in cat food
Increasing sophistication of demand to boost premium wet cat food
Online platforms tap into the needs and preferences of cat owners
Innovation to provide natural, functional and convenient solutions
Dog Food in Finland
KEY DATA FINDINGS
Dog treats and mixers’ strong performance reflects broader pet humanisation trend
Vafo Group invests strongly in dog food in Finland
Pet shops and superstores retain the trust of consumers although retail e-commerce continues to develop and grow
Premium dry dog food to gain momentum as the choice for tailored, high-quality diets
Retail e-commerce to continue to develop and grow as a channel for dog food
Innovation to span products, packaging and experiences
Other Pet Food in Finland
KEY DATA FINDINGS
Stable purchasing habits to satisfy routine feeding needs
Versele-Laga benefits from a wide product range and a quality and innovation focus
Pet shops and superstores dominate through wide assortments and expertise
Fish food to offer some bright spots in a stagnating category
Digitalisation trend to foster further growth opportunities for retail e-commerce
Low innovation to undermine the category
Pet Products in Finland
KEY DATA FINDINGS
Essentiality boosts the demand for pet healthcare
Focus on pet healthcare helps Orion gain the leading position
Pet shops and superstores continue to satisfy consumers of pet products although online shopping gains traction
Cat litter to benefit from innovation and rising need
Convenience and broader selections to continue to drive retail e-commerce
Innovation to gain importance in pet products
The following categories and subcategories are included:
Pet Care
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- Cat Treats and Mixers
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- Economy Dry Cat Food
- Mid-Priced Dry Cat Food
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- Premium Therapeutic Dry Cat Food
- Premium Non-Therapeutic Dry Cat Food
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- Economy Wet Cat Food
- Mid-Priced Wet Cat Food
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- Premium Therapeutic Wet Cat Food
- Premium Non-Therapeutic Wet Cat Food
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- Dog Treats and Mixers
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- Economy Dry Dog Food
- Mid-Priced Dry Dog Food
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- Premium Therapeutic Dry Dog Food
- Premium Non-Therapeutic Dry Dog Food
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- Economy Wet Dog Food
- Mid-Priced Wet Dog Food
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- Premium Therapeutic Wet Dog Food
- Premium Non-Therapeutic Wet Dog Food
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- Bird Food
- Fish Food
- Small Mammal/Reptile Food
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- Cat Litter
- Pet Healthcare
- Other Pet Products
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Pet Care research and analysis database.
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