Pets in Taiwan are increasingly being thought of as part of the family and consumers are spending more money on making their lives more comfortable by purchasing products such as bedding and specific pet carriers for transporting them. They are willing to pay more of a premium to improve the quality of their pets’ daily lives and are open to trying new products which incorporate greater levels of technology.
Local consumers continue to develop greater awareness of their pets’ health and wellbeing and the need to purchase products that can support this. Therefore, pet healthcare and in particular pet dietary supplements continue to record strong current value growth.
Cat owners in Taiwan tend to purchase products which have more of a practical use rather than dog owners who like to show their status with expensive accessories such as leads and clothing. Sales of cat litter therefore continued to grow in 2019, supported by the growing number of people keeping cats in apartments, with the chance for the cat to leave the apartment unlikely if they are not located on the ground floor.
Pet products is a fragmented competitive landscape with a high number of smaller players and imported brands. The overall category is led by Taiwanese player Tai Kong Corp and its Azoo brand, which is positioned in the larger but still niche area of fish products.
Taiwanese producers of pet products do not tend to embrace product design and strong marketing, although a small number of local companies have tried to achieve success through this. The most significant is Tai Kong Corp’s Azoo brand, but other companies have also developed strong branding, although these typically boast a narrow product portfolio, focused on dogs and cats.
In 2018, IKEA started to sell pet products in Taiwan under the line IKEA LURVIG, capitalising on the popularity of simple Scandinavian contemporary designs amongst local consumers. The brand hopes to appeal to consumers who think of their pets as part of the family, capitalising on the pet humanisation trend with a range of pet furniture such as dog and cat beds, cat houses, pet toys and blankets, play tunnels and pet travel bags, amongst a wide range of other accessories.
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This industry report originates from Passport, our Pet Care market research database.