Pet Products in Malaysia

PROSPECTS

Cat litter boosted by growth in indoor-living cat population, thanks to urbanisation and high-rise living

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 in Malaysia, partly due to the fact that Malaysia is a predominantly Muslim country.

High prices and low awareness hinder pet healthcare and dietary supplements

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, even for new launches

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

COMPETITIVE LANDSCAPE

Internationals push for mass distribution via supermarkets and hypermarkets

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

Domestic players compete via wide ranges, price and innovation

Domestic players generally leverage on wide product ranges in order to compete, while seeking to convey a good quality image and offering lower prices than international players. 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

Players are predicted to increasingly partner and build relationships with pet shops and pet superstores in the forecast period, as they seek to broaden their product ranges on shelves in these 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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