Other Pet Food in Japan

PROSPECTS

Changing profile of fish population

Other pet food saw sales fall in both volume and value terms in 2020, as the category was negatively impacted by the poor performance of fish food, which accounts for more than one third of overall category value. While medaka, or killifish, remain a popular pet in Japan, demand for tropical fish is waning.

Modern lifestyles and social media influence small mammal ownership

Small mammal/reptile food remained the largest category in other pet food at the end of the review period, and was the only category to see positive current value growth in 2020. Sales of small mammal/reptile food are being supported by the ongoing popularity of pets such as rabbits, hamsters and hedgehogs.

Premiumisation trend playing out differently across categories

As in dog and cat food, other pet food is experiencing a premiumisation trend, with pet owners paying attention to factors such as natural ingredients and functional benefits when making purchasing decisions. However, this trend is playing out slightly differently across other pet food categories.

COMPETITIVE LANDSCAPE

Kyorin extends fish food offer

Major fish food player, Kyorin Food Ind Ltd, retained the lead in other pet food in 2019. The increasing popularity of medaka as pets encouraged Kyorin to launch new types of premium food specifically for medaka towards the end of the review period.

Innovation pushing offer upmarket

Spectrum Brands Japan KK was another player to target growing interest in medaka ownership through product innovation. The company extended the Tetra brand with the launch of Tetra Kirimin, a new line of medaka food.

Cafés encourage ownership of widening range of small mammals

Small mammal ownership is being boosted by the increasing popularity of animal-themed cafés. This has had a prominent impact on the emergence of hedgehogs as popular pets, particularly amongst younger female consumers, but is also encouraging ownership of other animals, including rabbits and otters.

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