Other Pet Food in Taiwan

PROSPECTS

Stagnating demand for bird food with dwindling numbers of birds

Demand for bird food in Taiwan continued to stagnate in 2019. There has been a noticeable decline in the bird population as increasing numbers are being listed as conservation species, with 14 types of birds being included on the list during summer 2018.

Demand for ornamental fish supports higher value growth of fish food

Although fish food continued to hold the highest value and volume shares within other pet food, demand is marginally declining due to approaching saturation. The fish population dominates numbers within other pets, but the growth in this population is slowing.

Small mammal food holds further potential for growth, particularly food for rabbits

Small mammal/reptile food recorded the fastest current value growth within other pet food in 2019, supported by the increasing popularity of rabbits amongst younger consumers in Taiwan. Owning a rabbit is often children’s first introduction to pet ownership, before moving onto larger pets as they grow up.

COMPETITIVE LANDSCAPE

Fish food players continue to lead sales through popularity of pet fish

With fish food continuing to dominate sales of other pet food, the overall category is led by local fish food players, which enjoy strong distribution through specialist retailers such as pet shops, pet stores and aquariums in addition to modern retailing channels such as supermarkets. Hai Feng Feeds Co Ltd, which offers fish food with a mid-priced positioning, continued to strengthen its overall leadership of other pet food in 2018, while second-ranked economy-focused Fwusow Industry Co Ltd lost some value share, with increasing pressure from the high number of smaller players gaining ground in a fairly fragmented landscape.

Imported small mammal food remains most popular due to lack of local manufacturing

Due to the lack of local companies manufacturing hay suitable for small mammals such as rabbits, most brands of small mammal food are imported from Western countries and Japan, in particular, attracting younger consumers with their attractive designs. Domestically-produced hay is mostly sold for commercial animals such as cows, but there have been some previous attempts to produce hay for small mammals, with local farmer Tseng Shih-Yu cooperating with COA (Council of Agriculture) to successfully produce hay in Southern Taiwan.

Internet retailing unfamiliar to older purchasers of other pet food

Although internet retailing continued to record strong current value growth in 2019 and gained further ground in the distribution of other pet food in Taiwan, the largest local manufacturer Ho Mei Chien, which specialises in fish food, does not encourage the distribution of its products online, in an effort to maintain its traditional brand image. In addition, it has stated that the majority of its bird food targets specialist breeds, which tend to be owned by the older generation, which is unfamiliar with internet retailing.

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