Cat food has been recording impressive growth rates in Asia Pacific, even during the pandemic, with further sales increases expected over the forecast period. Ongoing premiumisation is a trend in the major markets of China and Japan, with Chinese owners increasingly seeing their cats as family member and consumers in Japan reaching more and more for cat treats both to indulge and interact with their feline companions.
This report comes in PPT.
The pandemic has not had any major negative consequences for cat food in Asia Pacific. If anything, it has encouraged sales, given owners have spent more time with their cats during home seclusion or even acquired new cats as companions during lockdowns. Although continued lockdowns in parts of China could cause disruption to imports and logistics and inflationary pressures are building across the globe, growth rates were still holding up at the start of the forecast period.
In spite of the popularity of the purée format in cat treats in Japan, Nippon Pet Food has launched a dry format under the name Combo Present. These dry-format cat treats come in a range of different types, each of which targets the specific health needs of cats, such as products for kittens, male/female cats, lower urinary tract care or dental health, with the line having been well-received by cat owners.
E-commerce continues to go from strength to strength as a distribution channel for cat food in Asia Pacific, accounting for almost half of sales in 2022. In China and South Korea, two of the region’s biggest markets, online sales now account for respective shares of 66% and 73%. While Chinese consumers can find particularly good deals at the Taobao 11.11 and JD.com 6.18 online shopping festivals, Asian pet owners generally have come to appreciate the convenience of the home delivery and affordable prices available via e-commerce.
Very healthy value growth rates are expected to continue being seen in Asia Pacific cat food over the forecast period. Continued trends towards using prepared products in countries with lower per capita rates and ongoing premiumisation in some of the more mature markets are expected to ensure further year-on-year sales increases in the region in the coming years.
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