Cat Food in Taiwan

2021 IMPACT

Demand for cat food continues to increase, in line with a higher and growing percentage of cat ownership during the epidemic

Demand for cat food continues to increase in 2021. With the outbreak of COVID-19, as people transitioned to working and spending more time at home, pets provided much needed companionship.

Demand for freeze-dried raw cat food increases, but high prices pose a barrier to wide adoption

Freeze-dried raw cat food and treats are gaining traction in Taiwan. Demand for freeze-dried raw cat food and treats grows as pet owners become more aware of the need to provide their cats with a high protein diet.

Growing understanding of nutritional needs leads to higher demand for wet cat food

Wet cat food and meat-based dry food are both gaining traction in Taiwan. Demand for wet cat food continues to grow as pet owners become more aware of the need to provide their cats with sufficient hydration; hydration is especially an issue for cats because they tend to be more fastidious about what type of food they consume compared to dogs, and do not always drink enough water.

RECOVERY AND OPPORTUNITIES

Premium wet cat food sees the appearance of more local brands that increasingly use social media to generate interest and sales

While Nestlé’s popular cat food brand, Mon Petit, continues to lead in premium wet food, AIXIA Corp’s AIXIA and Nisshin Pet Food’s Carat brand as well as newer and smaller brands have been gaining more value share, such as LadyFlavor and Happytails, specialised in wet cat food, and LitoMon and Dog Cat Star that propose wet dog and cat food. In Taiwan, the newer brands of premium wat cat food have been increasing brand awareness and value share through the use of social media where they directly interact with pet owners while offering free advice on the appropriate diet for one’s pet.

Demand for cat food with natural positioning increases, but high prices create a possible ceiling for the more premium products

Cat owners increasingly treat their cats as family members and want their cats to eat healthier food and treats; many such owners perceive that brands with a natural positioning are a preferable choice for them. However, some brands with natural positioning that appeared in Taiwan, have not generated as many sales as they expected.

Customisation and subscriptions are a growing trend among Taiwanese cat owners

Customisation and subscriptions are a growing trend in Taiwan, which is reflected in the success of the Taiwanese brand, nu4PET, and the Catcatmed e-commerce platform, both of which allow pet owners to purchase customised pet food that suits their pets’ particular nutritional needs depending on such factors as their age, activity level, size and the like. Unlike nu4PET, which offers food for dogs and cats, Catcatmed’s online platform is devoted exclusively to cat food.