Executive Summary

Jun 2019
Rising pet humanisation trend supports strong performance of pet care

In Thailand, consumers are increasingly treating their pets as part of the family, due to the ongoing humanisation trend. Thai consumers have switched from being pet lovers to “pet parents”, driven by young adults who consider owning a pet akin to having a child.

High number of stray animals leads to further sales due to sympathetic Thais

Thailand is home to a high number of stray cats and dogs, supporting the need for and presence of many animal shelters in the country. While Thai consumers are fond of domestic animals such as cats and dogs, many are unable to own one as a pet due to a number of constraints such as small living space, disapproval from parents or housemates, lack of time for proper exercise, particularly for dogs, and a lack of resources which would allow them to offer adequate care.

Online marketing is effective strategy for boosting sales

Pet care continued to be led by multinational companies in 2018, with Mars Thailand Inc and Perfect Companion Co continuing to strengthen their positions by gaining further value share. Both players run frequent promotional campaigns, offering discounts and free trial products to retain consumer loyalty.

Internet retailing continues to gain ground by offering convenience and variety

Internet retailing continued to gain value share within pet care in 2019, making it a fast-growing distribution channel. Internet retailing is able to offer consumers a greater variety of pet care products to suit a diverse range of preferences in addition to offering a cheaper and fast delivery service.

Greater awareness and increasing pet ownership will support forecast period sales

With pet ownership and the pet population (driven by the dog and cat population) continuing to rise at the end of the review period, the performance of pet care is predicted to continue to record strong current value growth over the forecast period. Pet owners are learning how to take better care of their companions through education and information from online forums, as well as players’ strong marketing efforts.

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Pet Care in Thailand

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Overview

Discover the latest market trends and uncover sources of future market growth for the Pet Care industry in Thailand 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 Thailand, our research will save you time and money while empowering you to make informed, profitable decisions.

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The Pet Care in Thailand 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 Thailand?
  • What are the major brands in Thailand?
  • 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.

Pet Care in Thailand

EXECUTIVE SUMMARY

Rising pet humanisation trend supports strong performance of pet care
High number of stray animals leads to further sales due to sympathetic Thais
Online marketing is effective strategy for boosting sales
Internet retailing continues to gain ground by offering convenience and variety
Greater awareness and increasing pet ownership will support forecast period sales

MARKET INDICATORS

Table 1 Pet Populations 2014-2019

MARKET DATA

Table 2 Sales of Pet Food by Category: Volume 2014-2019
Table 3 Sales of Pet Care by Category: Value 2014-2019
Table 4 Sales of Pet Food by Category: % Volume Growth 2014-2019
Table 5 Sales of Pet Care by Category: % Value Growth 2014-2019
Table 6 NBO Company Shares of Pet Food: % Value 2014-2018
Table 7 LBN Brand Shares of Pet Food: % Value 2015-2018
Table 8 NBO Company Shares of Dog and Cat Food: % Value 2014-2018
Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2015-2018
Table 10 Penetration of Private Label in Pet Care by Category: % Value 2014-2019
Table 11 Distribution of Pet Care by Format: % Value 2014-2019
Table 12 Distribution of Pet Care by Format and Category: % Value 2019
Table 13 Distribution of Dog and Cat Food by Format: % Value 2014-2019
Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2019
Table 15 Forecast Sales of Pet Food by Category: Volume 2019-2024
Table 16 Forecast Sales of Pet Care by Category: Value 2019-2024
Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2019-2024
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2019-2024

DEFINITIONS

SOURCES

Summary 1 Research Sources

Cat Food in Thailand

HEADLINES

PROSPECTS

Increasing popularity of cat ownership supports category’s impressive growth
Dry cat food offers specialisation
Social media increasingly influential for cat owners

COMPETITIVE LANDSCAPE

Brands try switching price segments
Thai brands benefit from local production
Hypermarkets and pet shops retain clear leadership of distribution, but internet retailing is catching on

CATEGORY INDICATORS

Table 19 Cat Owning Households: % Analysis 2014-2019
Table 20 Cat Population 2014-2019
Table 21 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2014-2019

CATEGORY DATA

Summary 2 Cat Food by Price Band
Table 22 Sales of Cat Food by Category: Volume 2014-2019
Table 23 Sales of Cat Food by Category: Value 2014-2019
Table 24 Sales of Cat Food by Category: % Volume Growth 2014-2019
Table 25 Sales of Cat Food by Category: % Value Growth 2014-2019
Table 26 Sales of Dry Cat Food by Life-Cycle: % Value 2014-2018
Table 27 Sales of Wet Cat Food by Life-Cycle: % Value 2014-2018
Table 28 NBO Company Shares of Cat Food: % Value 2014-2018
Table 29 LBN Brand Shares of Cat Food: % Value 2015-2018
Table 30 LBN Brand Shares of Cat Treats: % Value 2015-2018
Table 31 Distribution of Cat Food by Format: % Value 2014-2019
Table 32 Forecast Sales of Cat Food by Category: Volume 2019-2024
Table 33 Forecast Sales of Cat Food by Category: Value 2019-2024
Table 34 Forecast Sales of Cat Food by Category: % Volume Growth 2019-2024
Table 35 Forecast Sales of Cat Food by Category: % Value Growth 2019-2024

Dog Food in Thailand

HEADLINES

PROSPECTS

Dog owners become increasingly aware of need for proper nutrition
Pet food targets popular small and medium dogs
Greater acceptance of dogs in social spaces supports sales of dog treats

COMPETITIVE LANDSCAPE

Mars still leads, but dog treats leader, Charoen, differentiates with novel distribution and corporate social responsibility (CSR) policy
Emotional marketing still used to connect with owners
Local players offer premium products at lower prices, whilst dog treats sees much innovation

CATEGORY INDICATORS

Table 36 Dog Owning Households: % Analysis 2014-2019
Table 37 Dog Population 2014-2019
Table 38 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2014-2019

CATEGORY DATA

Summary 3 Dog Food by Price Band
Table 39 Sales of Dog Food by Category: Volume 2014-2019
Table 40 Sales of Dog Food by Category: Value 2014-2019
Table 41 Sales of Dog Food by Category: % Volume Growth 2014-2019
Table 42 Sales of Dog Food by Category: % Value Growth 2014-2019
Table 43 Sales of Dry Dog Food by Life-Cycle: % Value 2014-2018
Table 44 Sales of Wet Dog Food by Life-Cycle: % Value 2014-2018
Table 45 NBO Company Shares of Dog Food: % Value 2014-2018
Table 46 LBN Brand Shares of Dog Food: % Value 2015-2018
Table 47 LBN Brand Shares of Dog Treats: % Value 2015-2018
Table 48 Distribution of Dog Food by Format: % Value 2014-2019
Table 49 Forecast Sales of Dog Food by Category: Volume 2019-2024
Table 50 Forecast Sales of Dog Food by Category: Value 2019-2024
Table 51 Forecast Sales of Dog Food by Category: % Volume Growth 2019-2024
Table 52 Forecast Sales of Dog Food by Category: % Value Growth 2019-2024

Other Pet Food in Thailand

HEADLINES

PROSPECTS

Other pet food remains niche in Thailand
Fish food continues to dominate value sales as keeping fish is a relaxing pastime
Smaller living spaces lead to growth of small mammal/reptile food

COMPETITIVE LANDSCAPE

Perfect Companion strengthens lead of other pet food through Optimum and SmartHeart brands
Local brands continue to dominate due to competitive pricing
Internet retailing offers consumers greater variety of other pet food, despite specialist retailers continuing to lead distribution

CATEGORY INDICATORS

Table 53 Other Pet Population 2014-2019

CATEGORY DATA

Table 54 Sales of Other Pet Food by Category: Volume 2014-2019
Table 55 Sales of Other Pet Food by Category: Value 2014-2019
Table 56 Sales of Other Pet Food by Category: % Volume Growth 2014-2019
Table 57 Sales of Other Pet Food by Category: % Value Growth 2014-2019
Table 58 LBN Brand Shares of Bird Food: % Value 2015-2018
Table 59 LBN Brand Shares of Fish Food: % Value 2015-2018
Table 60 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2015-2018
Table 61 Distribution of Other Pet Food by Format: % Value 2014-2019
Table 62 Forecast Sales of Other Pet Food by Category: Volume 2019-2024
Table 63 Forecast Sales of Other Pet Food by Category: Value 2019-2024
Table 64 Forecast Sales of Other Pet Food by Category: % Volume Growth 2019-2024
Table 65 Forecast Sales of Other Pet Food by Category: % Value Growth 2019-2024

Pet Products in Thailand

HEADLINES

PROSPECTS

Pet humanisation trend supports demand for pet products
Better informed consumers invest in their pets’ welfare
Rising popularity of cat ownership supports cat litter sales

COMPETITIVE LANDSCAPE

Limited innovation within highly fragmented competitive landscape
International brands continue to lead pet products
New Thai brands target affluent consumers

CATEGORY DATA

Table 66 Sales of Pet Products by Category: Value 2014-2019
Table 67 Sales of Pet Products by Category: % Value Growth 2014-2019
Table 68 Sales of Pet Healthcare by Type: % Value 2014-2019
Table 69 Sales of Other Pet Products by Type: % Value 2014-2019
Table 70 NBO Company Shares of Pet Products: % Value 2014-2018
Table 71 LBN Brand Shares of Pet Products: % Value 2015-2018
Table 72 Distribution of Pet Products by Format: % Value 2014-2019
Table 73 Forecast Sales of Pet Products by Category: Value 2019-2024
Table 74 Forecast Sales of Pet Products by Category: % Value Growth 2019-2024

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