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Dog Food in Asia Pacific

April 2019

Asia Pacific has one of the smallest per capita consumption of dog food in the world, indicating strong growth opportunities for packaged dog food players. They can capture sales from dog owners switching from home-made dog food or scraps to packaged dog food, and encouraging existing current consumers to trade up to more premium tiers. Thailand, India and Indonesia are promising markets for economy and mid-priced packaged dog food brands, where the pet humanisation trend is less developed.

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Key findings

Per capita spending in Asia Pacific among the lowest in the world

Table scraps and home-made dog food are still being fed to dogs instead of packaged dog food. In China and Thailand, the two fastest growing markets over 2013-2018 in absolute value terms, prepared food shares for dogs are 3% and 23%, respectively, in 2018, indicating large growth opportunities. This can be done by converting dog owners from scraps or home-made dog food to packaged dog food. Existing dog owners on packaged dog food can be incentivised to trade up to more premium products.

Despite strong growth prospects in Asia Pacific, Japan is the outlier with negative growth trends and prospects for dog food

With its increasingly aged population, cats are more preferred to dogs in Asia Pacific as they are easier to maintain. Cats are more sedentary, require fewer walks and interaction, and do not need to be bathed as often as dogs. Consequently, this has driven down sales of dog food in Japan, while cat food is still growing in value terms. In terms of prepared food share for dogs, Japan has one of the highest percentages in the region, at 91% in 2018, indicating limited upside for packaged dog food players.

Internet retailing is gaining distribution share in China and South Korea

With more consumers educating themselves and making dog food purchases online, packaged dog food players have shifted their marketing focus to internet retailing. This is especially prevalent in China, among smaller premium domestic players which are leveraging the lower cost base to compete with more established multinational companies. Hypermarkets, supermarkets and pet shops have consequently lost distribution share in China and South Korea.

Price sensitivity towards premium ranges still remains in certain countries

Price sensitivity towards premium packaged dog food variants is still strong in Thailand, India and Indonesia, where the pet humanisation trend is relatively weaker. Mass-market consumers are largely opting for economy or mid-priced variants, which are priced more affordably. 

Introduction

Scope
Key findings

Regional Overview

Asia Pacific showed high growth but per capita spend remains low
Dog food performed well over 2013-2018; stronger growth forecast
Premium dry dog food is the key driver of value sales for most countries
China is the key growth engine, while Japan lags behind
In Southeast Asia (excluding Thailand), higher-end dry dog food does well
Premium and mid-priced versions of dry dog food perform best
Rising incidence of “pampered pets” drives sales of premium dry dog food
Internet retailing is rising fast, while brick-and-mortar channels decline
Internet retailing grew the fastest over 2013-2018

Leading Companies and Brands

Top-ranked companies are gradually losing out to smaller companies
Top 10 companies are generally losing share to smaller players
Declining market share of top 10 companies is due to Japan exposure
Domestic Chinese brand Bridge showed the strongest growth

Forecast Projections

China to anchor future growth, while Japan continues to decline
China, India, Indonesia and Thailand have the most growth potential

Country Snapshots

China: market context
China: competitive and retail landscape
Japan: market context
Japan: competitive and retail landscape
South Korea: market context
South Korea: competitive and retail landscape
Taiwan: market context
Taiwan: competitive and retail landscape
Thailand: market context
Thailand: competitive and retail landscape
Malaysia: market context
Malaysia: competitive and retail landscape
Indonesia: market context
Indonesia: competitive and retail landscape
India: market context
India: competitive and retail landscape
Singapore: market context
Singapore: competitive and retail landscape
Hong Kong, China: market context
Hong Kong, China: competitive and retail landscape
Philippines: market context
Philippines: competitive and retail landscape
Vietnam: market context
Vietnam: competitive and retail landscape
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