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Country Report

Pet Care in

Pet Care in Taiwan

May 2020

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Executive Summary

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Pet care continues to see strong growth, with rising demand for both pet food and pet products in 2020

Taiwan’s pet care market continued to enjoy strong growth in 2020, driven by higher demand not only for dog and cat food but also for pet products and by rising interest among Taiwanese youngsters in raising small mammals such as rabbits. Moreover, the number of households with dogs and cats keeps growing, with cats and small dogs particularly favoured given the prevalence of smaller living spaces in dense urban areas and the fact that cats, especially, require much lower maintenance.

Tech- and Internet-savvy millennials make strong targets for pet care players, especially for small and emerging brands offering innovative new products

With their wide access and general openness to information and ideas gained through the Internet, pet-loving millennials are strong targets for pet care players in Taiwan, and particularly for small or new brands of pet food and pet products seeking to quickly gain brand recognition and grow sales. Younger consumers are accustomed to exploring the Internet for product and price options and are less inclined than older consumers are to automatically choose familiar major brands – for instance, when looking for dog food.

Multinationals maintain their leading value shares in pet care overall with their strength in pet food, but domestic players are the major force in pet products

Two multinational players maintained the leading value shares in pet care in 2019: Mars, which remains the leading player in both dog and cat food with its mid-priced and premium products, and which is slowly gaining ground in pet products, and Hill’s Pet Nutrition, which offers premium pet food. Taiwanese consumers are gaining greater awareness of the need to feed their pets quality products when they can afford to, and they respond especially well to more targeted products offering specific benefits and features.

Value sales of pet care through e-commerce in Taiwan now account for approximately a quarter of total sales

The value share of pet care through e-commerce continued to rise in 2020, with both pet food and pet products generating approximately a quarter of the total value sales in the Taiwan market. While pet shops and modern grocery retailers remained the dominant distribution channels for pet food, the value share of e-commerce has exceeded that of modern grocery retailers in pet products since 2013.

Current value growth is set to exceed the review period CAGRs in all pet care categories over the forecast period, while pet food volume continues to slow down

Over the forecast period, pet care is expected to see a current value CAGR that exceeds the review period CAGRs for both pet food and pet products. However, while pet care is predicted to continue recording strong value growth, volume growth is expected to slow down compared to what was seen over the review period due to some categories within pet food approaching saturation.

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Pet Care Sample Report Sample Data Extraction

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Pet Care industry in Taiwan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Pet Care industry in Taiwan, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Taiwan for free:

The Pet Care in Taiwan market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Pet Care in Taiwan?
What are the major brands in Taiwan?
How did the downturn affect pet care spending?
Which is the best-performing category within pet care?
Which is the fastest-growing pet food manufacturer?
How have pet specialists fared in recent years?
What are growth prospects for pet care in the next 5 years?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Pet Care market research database.

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Pet Care in Taiwan

EXECUTIVE SUMMARY

Pet care continues to see strong growth, with rising demand for both pet food and pet products in 2020

Tech- and Internet-savvy millennials make strong targets for pet care players, especially for small and emerging brands offering innovative new products

Multinationals maintain their leading value shares in pet care overall with their strength in pet food, but domestic players are the major force in pet products

Value sales of pet care through e-commerce in Taiwan now account for approximately a quarter of total sales

Current value growth is set to exceed the review period CAGRs in all pet care categories over the forecast period, while pet food volume continues to slow down

MARKET INDICATORS

Table 1 Pet Populations 2015-2020

MARKET DATA

Table 2 Sales of Pet Food by Category: Volume 2015-2020
Table 3 Sales of Pet Care by Category: Value 2015-2020
Table 4 Sales of Pet Food by Category: % Volume Growth 2015-2020
Table 5 Sales of Pet Care by Category: % Value Growth 2015-2020
Table 6 NBO Company Shares of Pet Food: % Value 2015-2019
Table 7 LBN Brand Shares of Pet Food: % Value 2016-2019
Table 8 NBO Company Shares of Dog and Cat Food: % Value 2015-2019
Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2016-2019
Table 10 Penetration of Private Label in Pet Care by Category: % Value 2015-2020
Table 11 Distribution of Pet Care by Format: % Value 2015-2020
Table 12 Distribution of Pet Care by Format and Category: % Value 2020
Table 13 Distribution of Dog and Cat Food by Format: % Value 2015-2020
Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2020
Table 15 Forecast Sales of Pet Food by Category: Volume 2020-2025
Table 16 Forecast Sales of Pet Care by Category: Value 2020-2025
Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2020-2025
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2020-2025

CORONAVIRUS (COVID-19)

DEFINITIONS

SOURCES

Summary 1 Research Sources

Dog Food in Taiwan

HEADLINES

PROSPECTS

Demand for senior dog food and health supplements and for qualified people to assist with long-term care for aging dogs generates new services and programmes

Trend towards owning smaller dogs continues to grow, but the Japanese Shibu Inu, a medium-size dog, has also become a wildly popular breed in Taiwan

Movement towards keeping smaller dogs affects consumption volume and packaging

COMPETITIVE LANDSCAPE

Value shares of leading multinational players erode as growing use of the Internet helps new and other smaller brands emerge

Local brands generate higher demand with affordable prices, better quality and effective marketing via the Internet, most recently through live stream shopping

Rising population of stray dogs in shelters creates opportunities for local brands to bolster their image while boosting sales of mid-tier brands in large sizes

CATEGORY INDICATORS

Table 19 Dog Owning Households: % Analysis 2015-2020
Table 20 Dog Population 2015-2020
Table 21 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2015-2020

CATEGORY DATA

Summary 2 Dog Food by Price Band 2021
Table 22 Sales of Dog Food by Category: Volume 2015-2020
Table 23 Sales of Dog Food by Category: Value 2015-2020
Table 24 Sales of Dog Food by Category: % Volume Growth 2015-2020
Table 25 Sales of Dog Food by Category: % Value Growth 2015-2020
Table 26 Sales of Dry Dog Food by Life-Cycle: % Value 2015-2020
Table 27 Sales of Wet Dog Food by Life-Cycle: % Value 2015-2020
Table 28 NBO Company Shares of Dog Food: % Value 2015-2019
Table 29 LBN Brand Shares of Dog Food: % Value 2016-2019
Table 30 LBN Brand Shares of Dog Treats: % Value 2016-2019
Table 31 Distribution of Dog Food by Format: % Value 2015-2020
Table 32 Forecast Sales of Dog Food by Category: Volume 2020-2025
Table 33 Forecast Sales of Dog Food by Category: Value 2020-2025
Table 34 Forecast Sales of Dog Food by Category: % Volume Growth 2020-2025
Table 35 Forecast Sales of Dog Food by Category: % Value Growth 2020-2025

Cat Food in Taiwan

HEADLINES

PROSPECTS

Demand for cat food continues to increase, in line with a higher and growing percentage of cat ownership influenced by social media and cat adoption trends

Growing understanding leads to higher demand for wet cat food and grain-free products

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

COMPETITIVE LANDSCAPE

Mars maintains its lead on the strength of its popular mid-priced wet and dry cat food

High demand for premium wet cat food brings more brands into that segment, while all newer brands increasingly use live streaming to generate interest and sales

Customisation and subscriptions are a growing trend among Taiwanese cat owners

CATEGORY INDICATORS

Table 36 Cat Owning Households: % Analysis 2015-2020
Table 37 Cat Population 2015-2020
Table 38 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2015-2020

CATEGORY DATA

Summary 3 Cat Food by Price Band 2020
Table 39 Sales of Cat Food by Category: Volume 2015-2020
Table 40 Sales of Cat Food by Category: Value 2015-2020
Table 41 Sales of Cat Food by Category: % Volume Growth 2015-2020
Table 42 Sales of Cat Food by Category: % Value Growth 2015-2020
Table 43 Sales of Dry Cat Food by Life-Cycle: % Value 2015-2020
Table 44 Sales of Wet Cat Food by Life-Cycle: % Value 2015-2020
Table 45 NBO Company Shares of Cat Food: % Value 2015-2019
Table 46 LBN Brand Shares of Cat Food: % Value 2016-2019
Table 47 LBN Brand Shares of Cat Treats: % Value 2016-2019
Table 48 Distribution of Cat Food by Format: % Value 2015-2020
Table 49 Forecast Sales of Cat Food by Category: Volume 2020-2025
Table 50 Forecast Sales of Cat Food by Category: Value 2020-2025
Table 51 Forecast Sales of Cat Food by Category: % Volume Growth 2020-2025
Table 52 Forecast Sales of Cat Food by Category: % Value Growth 2020-2025

Other Pet Food in Taiwan

HEADLINES

PROSPECTS

Demand for small mammal/reptile food continues to increase in line with rising popularity of rabbits and other small mammals, including chinchillas

Demand for bird food remains stable with a slight increase in bird ownership

Demand for fish food remains steady as fish population annually increases incrementally

COMPETITIVE LANDSCAPE

Local brands that produce quality hay targeting small mammal owners gain traction

Domestic player Hai Feng Feeds maintains its clear lead in fish food, which is predominantly sold through specialist retailers such as pet stores

Domestic manufacturer Ho Mei Chien maintains its position in bird food, relying on its strong traditional brand image and in-store sales rather than utilising e-commerce

CATEGORY INDICATORS

Table 53 Other Pet Population 2015-2020

CATEGORY DATA

Table 54 Sales of Other Pet Food by Category: Volume 2015-2020
Table 55 Sales of Other Pet Food by Category: Value 2015-2020
Table 56 Sales of Other Pet Food by Category: % Volume Growth 2015-2020
Table 57 Sales of Other Pet Food by Category: % Value Growth 2015-2020
Table 58 LBN Brand Shares of Bird Food: % Value 2016-2019
Table 59 LBN Brand Shares of Fish Food: % Value 2016-2019
Table 60 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2016-2019
Table 61 Distribution of Other Pet Food by Format: % Value 2015-2020
Table 62 Forecast Sales of Other Pet Food by Category: Volume 2020-2025
Table 63 Forecast Sales of Other Pet Food by Category: Value 2020-2025
Table 64 Forecast Sales of Other Pet Food by Category: % Volume Growth 2020-2025
Table 65 Forecast Sales of Other Pet Food by Category: % Value Growth 2020-2025

Pet Products in Taiwan

HEADLINES

PROSPECTS

Demand continues to increase for health-related products, especially those that can provide early detection of potentially health-threatening problems and conditions

Pet humanisation and social media drive demands for interactive pet products

Alternative channels drive pet owners’ attention away from pet stores

COMPETITIVE LANDSCAPE

Taiwanese company Tai Kong maintains its lead in pet products, but many local players struggle to compete with imported products that have stronger brand appeal

Local brands target younger and more affluent consumers with innovative and customised pet furniture designs, mostly made of solid wood

Eastern Media acquires and rebrands more than 70 pet stores in Taiwan to create EtiPet, the No. 1 pet store chain

CATEGORY DATA

Table 66 Sales of Pet Products by Category: Value 2015-2020
Table 67 Sales of Pet Products by Category: % Value Growth 2015-2020
Table 68 Sales of Pet Healthcare by Type: % Value 2015-2020
Table 69 Sales of Other Pet Products by Type: % Value 2015-2020
Table 70 NBO Company Shares of Pet Products: % Value 2015-2019
Table 71 LBN Brand Shares of Pet Products: % Value 2016-2019
Table 72 Distribution of Pet Products by Format: % Value 2015-2020
Table 73 Forecast Sales of Pet Products by Category: Value 2020-2025
Table 74 Forecast Sales of Pet Products by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Pet Care in Taiwan

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Executive Summary

New Report Guarantee

Pet care continues to see strong growth, with rising demand for both pet food and pet products in 2020

Tech- and Internet-savvy millennials make strong targets for pet care players, especially for small and emerging brands offering innovative new products

Multinationals maintain their leading value shares in pet care overall with their strength in pet food, but domestic players are the major force in pet products

Value sales of pet care through e-commerce in Taiwan now account for approximately a quarter of total sales

Current value growth is set to exceed the review period CAGRs in all pet care categories over the forecast period, while pet food volume continues to slow down

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Overview

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Table of Contents

Pet Care in Taiwan

EXECUTIVE SUMMARY

Pet care continues to see strong growth, with rising demand for both pet food and pet products in 2020

Tech- and Internet-savvy millennials make strong targets for pet care players, especially for small and emerging brands offering innovative new products

Multinationals maintain their leading value shares in pet care overall with their strength in pet food, but domestic players are the major force in pet products

Value sales of pet care through e-commerce in Taiwan now account for approximately a quarter of total sales

Current value growth is set to exceed the review period CAGRs in all pet care categories over the forecast period, while pet food volume continues to slow down

MARKET INDICATORS

MARKET DATA

CORONAVIRUS (COVID-19)

DEFINITIONS

SOURCES

Dog Food in Taiwan

HEADLINES

PROSPECTS

Demand for senior dog food and health supplements and for qualified people to assist with long-term care for aging dogs generates new services and programmes

Trend towards owning smaller dogs continues to grow, but the Japanese Shibu Inu, a medium-size dog, has also become a wildly popular breed in Taiwan

Movement towards keeping smaller dogs affects consumption volume and packaging

COMPETITIVE LANDSCAPE

Value shares of leading multinational players erode as growing use of the Internet helps new and other smaller brands emerge

Local brands generate higher demand with affordable prices, better quality and effective marketing via the Internet, most recently through live stream shopping

Rising population of stray dogs in shelters creates opportunities for local brands to bolster their image while boosting sales of mid-tier brands in large sizes

CATEGORY INDICATORS

CATEGORY DATA

Cat Food in Taiwan

HEADLINES

PROSPECTS

Demand for cat food continues to increase, in line with a higher and growing percentage of cat ownership influenced by social media and cat adoption trends

Growing understanding leads to higher demand for wet cat food and grain-free products

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

COMPETITIVE LANDSCAPE

Mars maintains its lead on the strength of its popular mid-priced wet and dry cat food

High demand for premium wet cat food brings more brands into that segment, while all newer brands increasingly use live streaming to generate interest and sales

Customisation and subscriptions are a growing trend among Taiwanese cat owners

CATEGORY INDICATORS

CATEGORY DATA

Other Pet Food in Taiwan

HEADLINES

PROSPECTS

Demand for small mammal/reptile food continues to increase in line with rising popularity of rabbits and other small mammals, including chinchillas

Demand for bird food remains stable with a slight increase in bird ownership

Demand for fish food remains steady as fish population annually increases incrementally

COMPETITIVE LANDSCAPE

Local brands that produce quality hay targeting small mammal owners gain traction

Domestic player Hai Feng Feeds maintains its clear lead in fish food, which is predominantly sold through specialist retailers such as pet stores

Domestic manufacturer Ho Mei Chien maintains its position in bird food, relying on its strong traditional brand image and in-store sales rather than utilising e-commerce

CATEGORY INDICATORS

CATEGORY DATA

Pet Products in Taiwan

HEADLINES

PROSPECTS

Demand continues to increase for health-related products, especially those that can provide early detection of potentially health-threatening problems and conditions

Pet humanisation and social media drive demands for interactive pet products

Alternative channels drive pet owners’ attention away from pet stores

COMPETITIVE LANDSCAPE

Taiwanese company Tai Kong maintains its lead in pet products, but many local players struggle to compete with imported products that have stronger brand appeal

Local brands target younger and more affluent consumers with innovative and customised pet furniture designs, mostly made of solid wood

Eastern Media acquires and rebrands more than 70 pet stores in Taiwan to create EtiPet, the No. 1 pet store chain

CATEGORY DATA

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