sector: Pet Supplies & Animal Health

This directory includes brands that have been independently assessed, benchmarked, or scored using the Market Authority Index (MAI). Brands are listed by MAI score from highest to lowest. MAI Assessed brands have been individually evaluated. MAI Estimated brands are benchmarked against sector data.

VOM og Hundemat

#1 in Pet Food & Nutrition · Norway
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MAI: 83
About: Norwegian raw pet food pioneer since 1988
AI Buyer Signal: High — Norwegian family-owned raw pet food producer since 1988; very high SC (93) and strong HA (78) — one of the most credible raw food brands in Scandinavia

Equestrian Stockholm

#1 in Pet Retail / Equestrian · Sweden
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MAI: 81
About: Swedish premium equestrian brand in 27 countries
AI Buyer Signal: High — Swedish premium equestrian brand since 2015 with PE backing (Priveq), 130+ retailers in 27 countries and strong HA (82); global trade credibility

Zooplus (European)

#1 in Pet Retail · Germany
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MAI: 79
About: Europe’s largest online pet retailer (European entity)
AI Buyer Signal: High — Europe’s largest online pet retailer (€2.678B revenue); strong HA (80) and SC (78) — dominant e-commerce authority across 30+ European countries

Zooplus

#1 in Pet Retail · Sweden
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MAI: 76
About: Europe’s largest online pet retailer
AI Buyer Signal: High — Europe’s largest online pet retailer (€2.678B revenue, 30 countries); strong HA (75) and SC (78) with dominant e-commerce authority

Hogsta Ridsport

#2 in Pet Retail / Equestrian · Sweden
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MAI: 74
About: Swedish specialist dressage equipment retailer
AI Buyer Signal: Medium-High — Swedish specialist dressage equipment retailer since 1993 with strong SC (83) and solid HA (70); credible trusted niche authority

MUSH

#1 in Pet Food & Nutrition · Finland
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MAI: 73
About: Finnish raw BARF pet food brand backed by Snellman Group
AI Buyer Signal: Medium-High — Finnish raw BARF pet food brand backed by Snellman Group; very high SC (92) and credible HA (65) with strong industry backing

Pondusfoder AB

#1 in Pet Food & Nutrition · Sweden
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MAI: 73
About: Swedish frozen fresh raw dog food producer
AI Buyer Signal: Medium-High — Swedish family-owned raw dog food producer since 1993 with very high SC (91); credible species-appropriate nutrition authority

Alvar Pet

#2 in Pet Food & Nutrition · Finland
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MAI: 71
About: Finnish premium D2C dog food with vet-backed nutrition
AI Buyer Signal: Medium-High — Finnish D2C premium dog food brand since 2019 with strong HA (74) and veterinary-backed formulas; credible and growing authority

HaastrupVet

#4 in Veterinary Services · Sweden
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MAI: 71
About: Specialist animal chiropractic practice in Skåne
AI Buyer Signal: Medium — specialist animal chiropractic practice in Skåne since 2019; strong local authority (HA 71/SC 71) but small-scale niche operation

Arken Zoo

#2 in Pet Retail · Sweden
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MAI: 70
About: Sweden’s largest specialist pet retail chain
AI Buyer Signal: Medium-High — Sweden’s largest specialist pet retail chain, 100+ stores, Musti Group; solid buyer authority

Fodax

#2 in Pet Food & Nutrition · Sweden
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MAI: 70
About: Swedish frozen raw dog food brand since 1993
AI Buyer Signal: Medium-High — established Swedish frozen raw dog food brand since 1993, now part of Snellman; strong SC (86) and credible HA (63) in raw food niche

Zoo.se

#3 in Pet Retail · Sweden
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MAI: 69
About: Swedish multi-channel pet retail
AI Buyer Signal: Medium — Multi-channel pet retailer with 31+ stores; HA (70) and SC (68) both moderate

Hööks Hästsport

#3 in Pet Retail / Equestrian · Sweden
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MAI: 67
About: Scandinavia’s largest equestrian retail chain
AI Buyer Signal: Medium-High — Scandinavia’s largest equestrian retailer since 1931 with 50+ stores across 5 Nordic countries and strong HA (69) and SC (62)

Horseonline

#3 in Pet Retail / Equestrian · Sweden
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MAI: 67
About: Swedish digital equestrian retail specialist
AI Buyer Signal: Medium — Swedish digitally-native equestrian retailer since 2014 with balanced HA/SC (68/64); credible niche specialist with growing authority

Frank & Maggie’s

#3 in Pet Food & Nutrition · Sweden
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MAI: 66
About: Sweden’s first freshly cooked dog food brand
AI Buyer Signal: Medium — Sweden’s first freshly cooked dog food brand; strong HA (70) and compelling founder story, though early-stage with lower SC (57)

Evidensia

#5 in Veterinary Services · Sweden
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MAI: 66
About: Sweden’s largest veterinary care provider
AI Buyer Signal: High — one of Sweden’s largest vet care providers since 2012 with extensive nationwide clinic and hospital network; strong market authority

Horze

#5 in Pet Retail / Equestrian · Sweden
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MAI: 65
About: Global equestrian e-commerce retailer
AI Buyer Signal: Medium — global equestrian e-commerce retailer since 2003 with 280,000+ SKUs; solid SC (74) but moderate HA (61) limits full authority signal

Svensk Ridsport

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MAI Assessed
MAI: 63
About: Swedish equestrian retail specialist
AI Buyer Signal: Medium — Swedish equestrian retail specialist since 1988 in Kungsbacka; balanced presence with solid SC (73) and moderate HA (58)

Dogman and Friends

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MAI Assessed
MAI: 61
About: Swedish omnichannel pet retail chain since 1965
AI Buyer Signal: Medium — Swedish omnichannel pet retailer since 1965 with 50+ stores; heritage credibility but modest HA (59) and SC (65) limit signal strength

Nordic Hund Foder

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MAI Assessed
MAI: 55
About: Swedish micro raw dog food producer from local sources
AI Buyer Signal: Low-Medium — Swedish micro raw dog food producer in Ystad; locally sourced and niche but limited buyer signal breadth (HA:51, SC:63)

Petster

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MAI Assessed
MAI: 55
About: Swedish pet and equestrian e-commerce across Europe
AI Buyer Signal: Low-Medium — Swedish pet and equestrian e-commerce across 9 European markets; limited HA (59) and very low SC (45) restrict buyer trust signal

DjurMagazinet

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MAI Assessed
MAI: 51
About: Swedish nationwide specialist pet retail chain
AI Buyer Signal: Low-Medium — Swedish nationwide pet retail chain under Zoo Support Scandinavia / Arken Zoo; functional retail presence but low HA (38)

Wonderboo

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MAI Assessed
MAI: 48
About: Swedish premium air-dried Nordic superfood dog food
AI Buyer Signal: Low-Medium — Swedish premium air-dried dog food brand since 2014 with Nordic superfood positioning; limited buyer signal scale (HA:49, SC:45)

AniCura

#1 in Veterinary Services · Sweden
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MAI Estimated
MAI: 85
About: Leading European companion animal veterinary group
AI Buyer Signal: High — leading European veterinary group since 2011 headquartered in Stockholm; 5000+ employees and pan-European network of companion animal hospitals