Pet Products in Malaysia

PROSPECTS

Urbanisation fuels cat ownership and demand for litter products

The cat population continues to grow steadily, thus benefiting sales of cat litter. The pet cat population is more than double that of the pet dog population, partly due to the fact that Malaysia is a predominantly Muslim country.

Healthcare and dietary supplements sales limited by high prices and low awareness

Pet owners generally perceive pet healthcare and pet dietary supplements to be non-essential, with consumer awareness of these products remaining limited. Most believe that such products are only needed when pets have health issues, such as skin or digestive problems.

Lack of marketing support continues to hinder demand

Limited marketing will continue to hinder sales within pet products over the coming years. In comparison to dog and cat food, consumer education campaigns and a presence at roadshows and other events remains limited for pet products and will hinder further sales growth.

COMPETITIVE LANDSCAPE

International brands leverage mass distribution to gain sales share

Leading foreign players are increasingly expanding distribution to hypermarkets and supermarkets, instead of just focusing on pet superstores and pet shops. International brands such as Catsan (Mars Foods), Purina Tidy Cats (Purina Petcare) and Kong (Kong Co) are increasingly available in hypermarkets and supermarkets, as these players seek to capture the mass market.

Wide product ranges and low prices support position of domestic players

Domestic players generally leverage wide product ranges in order to compete, while seeking to convey a good quality image and offering lower prices than international companies. Canaan Alpha and TTL Distributors notably compete on price, while also pushing for a widening distribution reach.

Retail and cross-category partnerships play increasingly key role

Companies are expected to increasingly partner and build relationships with pet shops and pet superstores over the forecast period as they seek to broaden their product ranges on shelves in stores. These specialist outlets remain key distribution channels for pet products, attracting owners by offering a wide product range and expert advice.

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