Sample Report Pet Care PDF

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LIST OF CONTENTS AND TABLES

Pet Care in Taiwan - Industry Overview ......................................................................................... 1
Executive Summary ........................................................................................................................ 1
Market Size Booms Due To Higher Volume Growth and Increasing Unit Prices ...................... 1
Pet Demographic Shift Leads To Retail Sales Change.............................................................. 1
Premium Segment More Resilient During Price Hikes ............................................................... 1
Segmentation the Key To Drive Future Growth of Mid-priced Products .................................... 1
Superstore and Internet Retailing the Major Growing Distribution Channels ............................ 1
Key Trends and Developments ...................................................................................................... 2
Humanisation Trend Fuels Growth Despite Decreasing Pet Population ................................... 2
Higher Raw Material Prices Lead To Non-stop Increase in Retail Prices .................................. 3
Pet Superstores Pose Threat To Small-scale Pet Shops .......................................................... 4
Internet Gains Importance in Retailing and Marketing ............................................................... 5
Market Indicators............................................................................................................................. 6
Table 1 Pet Populations 2006-2011............................................................................ 6
Market Data ..................................................................................................................................... 6
Table 2 Sales of Pet Care by Category: Volume 2006-2011 ..................................... 6
Table 3 Sales of Pet Care by Category: Value 2006-2011 ........................................ 6
Table 4 Sales of Pet Care by Category: % Volume Growth 2006-2011 .................... 7
Table 5 Sales of Pet Care by Category: % Value Growth 2006-2011 ....................... 7
Table 6 Pet Food Company Shares 2006-2010 ......................................................... 7
Table 7 Pet Food Brand Shares 2007-2010 ............................................................... 8
Table 8 Dog and Cat Food Company Shares 2006-2010 .......................................... 9
Table 9 Dog and Cat Food Brand Shares 2007-2010 .............................................. 10
Table 10 Penetration of Private Label by Category 2006-2010 ................................. 11
Table 11 Sales of Dog and Cat Food by Distribution Format: % Analysis 2006-
2011 ............................................................................................................. 11
Table 12 Sales of Dog and Cat Food by Category and Distribution Format: %
Analysis 2011 ............................................................................................... 11
Table 13 Sales of Pet Care by Distribution Format: % Analysis 2006-2011 .............. 12
Table 14 Sales of Pet Care by Category and Distribution Format: % Analysis
2011 ............................................................................................................. 12
Table 15 Forecast Sales of Pet Care by Category: Volume 2011-2016 .................... 12
Table 16 Forecast Sales of Pet Care by Category: Value 2011-2016 ....................... 13
Table 17 Forecast Sales of Pet Care by Category: % Volume Growth 2011-
2016 ............................................................................................................. 13
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2011-2016 ...... 13
Definitions...................................................................................................................................... 14
Summary 1 Research Sources ........................................................................................ 14
Pet Care in Taiwan - Company Profiles ....................................................................................... 16
Coo Coo G Pet Shop in Pet Care (taiwan) ................................................................................... 16
Strategic Direction ..................................................................................................................... 16
Key Facts................................................................................................................................... 16
Summary 2 Coo Coo G Pet: Key Facts........................................................................... 16
Summary 3 Coo Coo G Pet Shop: Operational Indicators ............................................. 16
Internet Strategy ........................................................................................................................ 16
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Company Background............................................................................................................... 16
Private Label ............................................................................................................................. 17
Competitive Positioning............................................................................................................. 17
Fwusow Industry Products Co Ltd in Pet Care (taiwan)............................................................... 17
Key Facts................................................................................................................................... 17
Summary 4 Fwusow Industry Products Co Ltd: Key Facts ............................................. 17
Summary 5 Fwusow Industry Products Co Ltd: Operational Indicators ......................... 18
Production ................................................................................................................................. 18
Summary 6 Fwusow Industry Products Co Ltd: Production Statistics 2010 ................... 18
Summary 7 Fwusow Industry Products Co Ltd: Competitive Position 2010 .................. 19
Pet Plus Co Ltd in Pet Care (taiwan) ............................................................................................ 19
Key Facts................................................................................................................................... 19
Summary 8 Pet Plus Co Ltd: Key Facts .......................................................................... 19
Summary 9 Pet Plus Co Ltd: Operational Indicators ...................................................... 20
Internet Strategy ........................................................................................................................ 20
Private Label ............................................................................................................................. 20
Uni-president Enterprises Corp in Pet Care (taiwan) ................................................................... 21
Key Facts................................................................................................................................... 21
Summary 10 Uni-President Enterprises Corp: Key Facts ................................................. 21
Summary 11 Uni-President Enterprises Corp: Operational Indicators ............................. 22
Production ................................................................................................................................. 22
Summary 12 Uni-President Enterprises Corp: Production Statistics 2010 ....................... 23
Summary 13 Uni-President Enterprises Corp: Competitive Position 2010 ...................... 23
Cat Food in Taiwan - Category analysis....................................................................................... 24
Headlines ...................................................................................................................................... 24
Trends ........................................................................................................................................... 24
Competitive Landscape ................................................................................................................ 25
Prospects ...................................................................................................................................... 25
Category Indicators ....................................................................................................................... 26
Table 19 Cat Owning Households: % Analysis 2006-2011 ........................................ 26
Table 20 Cat Population 2006-2011 ........................................................................... 26
Table 21 Cat Food Prepared vs Non-prepared Gap: % Analysis 2006-2011 ............ 27
Category Data ............................................................................................................................... 27
Summary 14 Cat Food by Price Band 2010 ...................................................................... 27
Table 22 Sales of Cat Food by Category: Volume 2006-2011 ................................... 27
Table 23 Sales of Cat Food by Category: Value 2006-2011 ...................................... 27
Table 24 Sales of Cat Food by Category: % Volume Growth 2006-2011 .................. 28

Table 25 Sales of Cat Food by Category: % Value Growth 2006-2011 ..................... 28
Table 26 Sales of Premium Cat Food by Category: Value 2006-2011 ...................... 28
Table 27 Cat Food Company Shares 2006-2010 ....................................................... 28
Table 28 Cat Food Brand Shares 2007-2010 ............................................................. 29
Table 29 Forecast Sales of Cat Food by Category: Volume 2011-2016 ................... 30
Table 30 Forecast Sales of Cat Food by Category: Value 2011-2016....................... 30
Table 31 Forecast Sales of Cat Food by Category: % Volume Growth 2011-
2016 ............................................................................................................. 30
Table 32 Forecast Sales of Cat Food by Category: % Value Growth 2011-2016 ..... 30
Dog Food in Taiwan - Category analysis...................................................................................... 32
Headlines ...................................................................................................................................... 32
Trends ........................................................................................................................................... 32
Prospects ...................................................................................................................................... 34
Table 33 Dog Owning Households: % Analysis 2006-2011 ....................................... 35
Table 34 Dog Population 2006-2011 .......................................................................... 35
Table 35 Dog Food Prepared vs Non-prepared Gap: % Analysis 2006-2011 ........... 35
Category Data ............................................................................................................................... 35
Summary 15 Dog Food by Price Band 2010 ..................................................................... 36
Table 36 Sales of Dog Food by Category: Volume 2006-2011 .................................. 36
Table 37 Sales of Dog Food by Category: Value 2006-2011 ..................................... 36
Table 38 Sales of Dog Food by Category: % Volume Growth 2006-2011................. 36
Table 39 Sales of Dog Food by Category: % Value Growth 2006-2011 .................... 36
Table 40 Sales of Premium Dog Food by Category: Value 2006-2011 ..................... 37
Table 41 Dog Food Company Shares 2006-2010 ...................................................... 37
Table 42 Dog Food Brand Shares 2007-2010 ............................................................ 38
Table 43 Dog Treats Brand Shares 2007-2010 .......................................................... 38
Table 44 Forecast Sales of Dog Food by Category: Volume 2011-2016 .................. 39
Table 45 Forecast Sales of Dog Food by Category: Value 2011-2016 ..................... 39
Table 46 Forecast Sales of Dog Food by Category: % Volume Growth 2011-
2016 ............................................................................................................. 39
Table 47 Forecast Sales of Dog Food by Category: % Value Growth 2011-2016 .... 39
Other Pet Food in Taiwan - Category analysis............................................................................. 41
Headlines ...................................................................................................................................... 41
Trends ........................................................................................................................................... 41
Prospects ...................................................................................................................................... 42
Table 48 Other Pet Population 2006-2011 ................................................................. 43
Category Data ............................................................................................................................... 43
Table 49 Sales of Other Pet Food by Category: Volume 2006-2011 ......................... 43
Table 50 Sales of Other Pet Food by Category: Value 2006-2011 ............................ 43
Table 51 Sales of Other Pet Food by Category: % Volume Growth 2006-2011 ........ 43
Table 52 Sales of Other Pet Food by Category: % Value Growth 2006-2011 ........... 44
Table 53 Bird Food Brand Shares 2007-2010 ............................................................ 44
Table 54 Fish Food Brand Shares 2007-2010 ........................................................... 44
Table 55 Small Mammal/Reptile Food Food Brand Shares 2007-2010 .................... 45

Table 56 Forecast Sales of Other Pet Food by Category: Volume 2011-2016 ......... 45
Table 57 Forecast Sales of Other Pet Food by Category: Value 2011-2016............. 45
Table 58 Forecast Sales of Other Pet Food by Category: % Volume Growth
2011-2016 .................................................................................................... 45
Table 59 Forecast Sales of Other Pet Food by Category: % Value Growth
2011-2016 .................................................................................................... 45
Pet Products in Taiwan - Category analysis ................................................................................. 47
Headlines ...................................................................................................................................... 47
Trends ........................................................................................................................................... 47
Prospects ...................................................................................................................................... 48
Category Data ............................................................................................................................... 49
Table 60 Sales of Pet Products by Category: Value 2006-2011 ................................ 49
Table 61 Sales of Pet Products by Category: % Value Growth 2006-2011 ............... 49
Table 62 Sales of Pet Healthcare by Type: % Value Breakdown 2006-2011 ............ 49
Table 63 Forecast Sales of Pet Products by Category: Value 2011-2016................. 49
Table 64 Forecast Sales of Pet Products by Category: % Value Growth 2011-
2016 ............................................................................................................. 50
PET CARE IN TAIWAN - INDUSTRY

OVERVIEW
EXECUTIVE SUMMARY
Market Size Booms Due To Higher Volume Growth and Increasing Unit
Prices
Taiwan’s pet care market recorded healthy growth in 2011, thanks to a stable economic
outlook and increasing average spend per pet. Although the total pet population continues to
decline, the on-going premiumisation and humanisation trends help to drive up total volume
sales. More consumers choose to purchase prepared pet food due to better knowledge of pet
care. Total market sales are further boosted as unit price is still trending upwards, albeit at a
slower pace compared to previous years.
Pet Demographic Shift Leads To Retail Sales Change

The downward trend of total pet population in Taiwan is mainly driven by the diminishing
population of medium and large-sized dogs. At the same time, continued urbanisation and
smaller living spaces led to the increasing population of cats and smaller dogs. Cat-related
products register the strongest growth and the trend is likely to continue into the forecast period.
In addition, the life expectancy of pets is prolonged due to better pet care and medical
treatment. The phenomenon is reflected in decreasing sales of puppies and kittens and
increasing contribution from senior dogs and cats.
Premium Segment More Resilient During Price Hikes

During the review period, the premium segment outperformed Taiwan’s pet care market. As
unit prices continued to rise, products positioned in the higher price band proved to be more
resilient. The message is well received by manufacturers and importers. More high-end
products, especially organic pet food or those that use natural ingredients have been introduced
to the Taiwan market. Some manufacturers which focus on mid-to-low price bands also plan to
expand their product offering and penetrate higher price segments.
Segmentation the Key To Drive Future Growth of Mid-priced Products

In recent years, mid-priced products saw slower growth as the market continues to polarise.
Many industry participants are adopting more nimble strategies and more extensive product
offerings to retain or attract new customers. In particular, some mid-priced brands start to launch
more breed-specific, age-specific and size-specific pet food products, which were only available
in premium-positioned brands in the past.
Superstore and Internet Retailing the Major Growing Distribution

Channels
Although the local economy has bounced back from the bottom, consumers have learned how
to shop more smartly and their purchase behaviour is reshaping the competitive landscape of
distribution channels. Pet superstores and internet retailing are taking shares from vet clinics
and small-scale pet stores, which used to be the major distribution channels in Taiwan.
Manufacturers and importers are also discovering the importance of the online community and
started to use online marketing more frequently.
KEY TRENDS AND DEVELOPMENTS
Humanisation Trend Fuels Growth Despite Decreasing Pet Population
Content removed from sample
Current Impact
Outlook
Future Impact
Higher Raw Material Prices Lead To Non-stop Increase in Retail Prices
Current Impact
Outlook
Future Impact
Pet Superstores Pose Threat To Small-scale Pet Shops
Current Impact
Outlook
Future Impact
Internet Gains Importance in Retailing and Marketing
Current Impact
Outlook
Future Impact
MARKET INDICATORS
Table 1 Pet Populations 2006-2011
'000s of animals
2006 2007 2008 2009 2010 2011
Dog Population
Cat Population
Data removed from sample
Bird Population
Fish Population
Small Mammal Population
Reptile Population
Source: Euromonitor International from official statistics
MARKET DATA
Table 2 Sales of Pet Care by Category: Volume 2006-2011
Tonnes
2006 2007 2008 2009 2010 2011
Dog and Cat Food

Other Pet Food
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: Pet Care volume sales not calculable at total market level
Table 3 Sales of Pet Care by Category: Value 2006-2011
NT$ million
2006 2007 2008 2009 2010 2011
Dog and Cat Food

Other Pet Food Data removed from sample
Pet Food
Cat Litter
Pet Healthcare
Pet Dietary Supplements
Other Pet Products
Pet Products
Pet Care
Table 4 Sales of Pet Care by Category: % Volume Growth 2006-2011
% volume growth
2010/11 2006-11 CAGR 2006/11 TOTAL
Dog and Cat Food
Other Pet Food 0.7 1.0 .9
Table 5 Sales of Pet Care by Category: % Value Growth 2006-2011
% current value growth

2010/11 2006-11 CAGR 2006/11 TOTAL
Dog and Cat Food

Pet Food
Cat Litter
Pet Healthcare
Other Pet Products
Pet Products
Pet Care 7.3 7.8 5.7
Table 6 Pet Food Company Shares 2006-2010
% retail value rsp

Company 2006 2007 2008 2009 2010
Total 100.0 100.0 100.0 100.0 100.0

Table 7 Pet Food Brand Shares 2007-2010
% retail value rsp

Brand Company 2007 2008 2009 2010
Total 100.0 100.0 100.0 100.0

Table 8 Dog and Cat Food Company Shares 2006-2010
% retail value rsp

Company 2006 2007 2008 2009 2010
Total 100.0 100.0 100.0 100.0 100.0

Table 9 Dog and Cat Food Brand Shares 2007-2010
% retail value rsp

Brand Company 2007 2008 2009 2010
Others 23.7 23.7 21.8 21.3

Total 100.0 100.0 100.0 100.0
Table 10 Penetration of Private Label by Category 2006-2010
% retail value rsp

2006 2007 2008 2009 2010
Pet Care Data removed from sample

Pet Food
Pet Products
Table 11 Sales of Dog and Cat Food by Distribution Format: % Analysis 2006-2011
% retail value rsp

2006 2007 2008 2009 2010 2011
Store-Based Retailing
- Grocery Retailers
- - Supermarkets/ Data removed from sample
Hypermarkets
- - Discounters
- - Other Grocery
Retailers
- Non-Grocery Retailers
- - Pet superstores
- - Pet shops
- - Veterinary clinics
- - Other Non-Grocery
Retailers
Non-Store Retailing
- Homeshopping
- Internet Retailing
- Direct Selling
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 12 Sales of Dog and Cat Food by Category and Distribution Format: % Analysis
2011
% retail value rsp

CF DF
Grocery Retailers Data removed from sample
Supermarkets/Hypermarkets
Discounters
Other Grocery Retailers
Non-Grocery Retailers
Pet superstores
Pet shops
Veterinary clinics
Other Non-Grocery Retailers
Non-Store Retailing
Homeshopping
Internet Retailing
Direct Selling
Total 100.0 100.0

Key: CF = Cat Food; DF = Dog Food
Table 13 Sales of Pet Care by Distribution Format: % Analysis 2006-2011
% retail value rsp

2006 2007 2008 2009 2010 2011
- Grocery Retailers
- - Supermarkets/
Hypermarkets
- - Discounters
- - Other Grocery
Retailers
- Non-Grocery Retailers
- - Pet superstores
- - Pet shops
- - Veterinary clinics
- - Other Non-Grocery
Retailers
Non-Store Retailing
- Homeshopping
- Internet Retailing
- Direct Selling
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 14 Sales of Pet Care by Category and Distribution Format: % Analysis 2011
% retail value rsp

PF PP
Grocery Retailers Data removed from sample
Supermarkets/Hypermarkets
Discounters
Other Grocery Retailers
Non-Grocery Retailers
Pet superstores
Pet shops
Veterinary clinics
Other Non-Grocery Retailers
Non-Store Retailing
Homeshopping
Internet Retailing
Direct Selling 0.0 0.0
Total 100.0 100.0
Key: PF = Pet Food; PP = Pet Products
Table 15 Forecast Sales of Pet Care by Category: Volume 2011-2016
Tonnes
2011 2012 2013 2014 2015 2016
Dog and Cat Food

Other Pet Food
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 16 Forecast Sales of Pet Care by Category: Value 2011-2016
NT$ million
2011 2012 2013 2014 2015 2016
Dog and Cat Food

Pet Food
Cat Litter
Pet Healthcare
Other Pet Products
Pet Products
Pet Care
trade sources
Table 17 Forecast Sales of Pet Care by Category: % Volume Growth 2011-2016
% volume growth
2015/16 2011-16 CAGR 2011/16 TOTAL
Dog and Cat Food Data removed from sample

Other Pet Food
trade sources
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2011-2016
% constant value growth

2011-16 CAGR 2011/16 TOTAL
Dog and Cat Food

Pet Food
Cat Litter
Pet Healthcare
Other Pet Products
Pet Products
Pet Care
trade sources
CAT FOOD IN TAIWAN - CATEGORY

ANALYSIS
HEADLINES
 Cat food registers a robust 11% increase in current value terms in 2011
 As production costs increase, unit prices are driven upwards to NT$175 per kg
 Premium cat food enjoys the most vibrant current value growth of 14% among the different
price bands
 Mars Inc leads cat food with a 29% current value share in 2010
 Cat food is expected to grow at a constant value CAGR of 7% over the forecast period
TRENDS
 Cat food registers a robust 11% current value growth in 2011. Cats become increasing
favoured as a house pet as they are generally easier to maintain and are more independent
as compared to other pets such as dogs and rabbits. The cat population is expected to rise
from 287,000 in 2010 to 292,000 in 2011, encouraging healthy growth in the sales
performance of cat food in Taiwan.
 Leaping two percentage points from 46% in 2010 to reach 48% in 2011, prepared food for
cats is becoming more popular in Taiwan. Convenience remains a big drawing factor as
working people in Taiwan have less time to care for and prepare food for their pet cats. In
addition, prepared food is perceived to be more nutritional for pet cats and doting owners are
willing to spend to ensure their pets are getting all the essential nutrients required for good
health.
 Premium cat food will enjoy the most vibrant current value growth of 14% among the different
price bands. As cat owners are increasingly willing to purchase premium cat food to provide
the best for their cats, unit prices are pushed upwards. In addition, rising costs of production
and raw materials further drive an increase in retail selling prices. Therefore, unit prices are
driven upwards from NT$167 per kg in 2010 to NT$175 per kg in 2011.
 In both dry cat food and wet cat food, age-specific food is increasingly popular with other cat
food experiencing a decline. Other wet cat food will see a decline of half a percentage point to
reach an 89% current value share, while other dry cat food will also fall by half a percentage
point to a 13% value share. Kitten-specific variants in both dry and wet cat food have enjoyed
growth in 2010 as there is a surge in more consumers choosing to keep cats as pets.
 Formulas for indoor cats are increasingly offered by manufacturers as it is observed that cats
kept in metropolitan areas have less space to roam and generally lack exercise to burn
excess calories. Therefore, indoor formulas which contain fewer calories and less protein per
serving as compared to regular cat food are increasingly showing up on store shelves in the
various distribution channels.
 Dry cat food will outperform wet cat food in 2011, experiencing a much faster 12% current
value growth. Wet cat food will register a comparatively slower 8% current value growth in
2011. As rising raw material and production costs drive retail selling prices upwards, the
relatively lower price of dry cat food leads some consumers to increase the proportion of dry
cat food versus wet cat food fed to their pets.
 Pet superstores will show good growth to reach a 5% current value share in 2011, as
consumers find it especially convenient to be able to shop for their pets’ needs and have pet
care services such as grooming all under one roof. The leading distribution channels will still
be pet shops and supermarkets/hypermarkets which will account for 42% and 37% current
value shares respectively in 2011. This is large contributed by the wide network of these retail
stores, making it very convenient for consumers to visit.
 With the rising retail selling prices due to increased raw material and production costs, more
consumers prefer to purchase larger pack sizes as the unit price is lower and more
economical. In response to this, Pet Life by Uni-President Enterprises Corp introduced a
larger pack size of 6kg in 2010. Previously, its largest pack size was only 1.5kg. This proved
popular among consumers and drove a slight increase in its brand share to 7% in mid-priced
dry cat food in 2010.
COMPETITIVE LANDSCAPE
 In 2010, Mars Inc continued to dominate cat food with a value share of 29%. This leading
position is sustained by its strong brand portfolio consisting of Royal Canin, Whiskas and
Nutro Choice which have established a steady group of loyal consumers. Nestlé Taiwan Ltd
trailed closely behind with a 26% value share in 2010. Friskies by Nestlé Taiwan Ltd remains
the most popular brand of cat food in Taiwan in 2010, with a 22% share of cat food value.


PROSPECTS
 Cat food is anticipated to grow at a healthy constant value CAGR of 7% over the forecast
period. This is mainly because the population of cats is expected to increase from 292,000 in
2011 to 318,000 in 2016. Cats become increasing favoured as a house pet as they are
generally easier to maintain and are more independent as compared to other pets such as
dogs and rabbits. Also, as more consumers are expected to shift from non-prepared food to
prepared food, growth remains on a positive trend over the forecast period.

CATEGORY INDICATORS
Table 1 Cat Owning Households: % Analysis 2006-2011
% households
2006 2007 2008 2009 2010 2011
Households owning a cat Data removed from sample

Table 2 Cat Population 2006-2011
'000s of animals
Wet Cat Food Data removed from sample

Cat Food
Table 6 Sales of Cat Food by Category: % Volume Growth 2006-2011
% volume growth
2010/11 2006-11 CAGR 2006/11 TOTAL
Cat Treats and Mixers

Dry Cat Food Data removed from sample
Wet Cat Food
Cat Food
Table 7 Sales of Cat Food by Category: % Value Growth 2006-2011

2010/11 2006-11 CAGR 2006/11 TOTAL

Dry Cat Food
Wet Cat Food
Cat Food
Table 8 Sales of Premium Cat Food by Category: Value 2006-2011
NT$ million
2006 2007 2008 2009 2010 2011
Premium Dry Cat Food

Premium Wet Cat Food
Premium Cat Food
Table 9 Cat Food Company Shares 2006-2010
% retail value rsp

Company 2006 2007 2008 2009 2010
Total 100.0 100.0 100.0 100.0 100.0

Table 10 Cat Food Brand Shares 2007-2010
% retail value rsp

Brand Company 2007 2008 2009 2010

Total 100.0 100.0 100.0 100.0
Table 11 Forecast Sales of Cat Food by Category: Volume 2011-2016
Tonnes
2011 2012 2013 2014 2015 2016

Wet Cat Food
Cat Food
trade sources
Table 12 Forecast Sales of Cat Food by Category: Value 2011-2016
NT$ million
2011 2012 2013 2014 2015 2016

Dry Cat Food
Wet Cat Food
Cat Food
trade sources
Table 13 Forecast Sales of Cat Food by Category: % Volume Growth 2011-2016
% volume growth
2015/16 2011-16 CAGR 2011/16 TOTAL

Dry Cat Food
Wet Cat Food
Cat Food
trade sources
Table 14 Forecast Sales of Cat Food by Category: % Value Growth 2011-2016

2011-16 CAGR 2011/16 TOTAL

Wet Cat Food
Cat Food
trade sources
DOG FOOD IN TAIWAN - CATEGORY

ANALYSIS
HEADLINES
 Dog food registers a vibrant current value growth of 7% in 2011

 Premiumisation continues as dog owners continue to humanise their pets, regarding them as
family
 As production costs increase, unit prices are driven upwards to NT$122 per kg
 Mars Inc ranks first in dog food with a 26% current value share in 2010
 Dog food is expected to grow at a constant value CAGR of 2% over the forecast period
TRENDS
 Dog food is expected to deliver a vibrant sales performance in 2011 by registering 7% current
value growth. This healthy growth is attributable to the rising popularity of premium brands
which are perceived to be more nutritional options for pets. In addition, heightening production
costs and raw material costs also place upward pressure on the retail selling prices of dog
food.
 Wet dog food will continue to see negative volume growth of 2% in 2011. Persisting beyond
2010, more dog owners are observed to switch from wet dog food to dry dog food. Firstly, the
rise in the retail selling prices drives more consumers to trade down from the more expensive
wet dog food which costs NT$147 per kg to the dry dog food costing a much lower NT$113
per kg in 2011. Apart from being more cost-friendly than wet dog food, dry dog food is easy to
store and handle. Hence, on the contrary, dry dog food will experience a 3% volume growth in
2011.
 Total dog population will decline marginally in 2011, continuing on with the trend which
persisted over the entire review period. Apart from the heightening costs needed to take care
of a dog, many working families also find it too time-consuming. With regards to the different
breeds, small dogs under 9kg are still growing in number as many find them more affordable
and easier to care for. In addition, increased urbanisation leading to smaller houses also
reflects less space for pet owners to rear a medium or large dog in Taiwan, with too little room
for them to roam within the house.
 Prepared food percentage for dogs continues to increase, and is expected to rise by one
percentage point over 2010 to reach 39% in 2011. Convenience remains a key reason behind
the growing switch to prepared food as working people in Taiwan have increasingly less time
to care and prepare food for their pet dogs. In addition, prepared food is perceived to contain
nutrients specifically catering for dogs. Therefore, more dog owners begin to opt for prepared
food for their pet dogs instead. This switch contributes to the anticipated positive volume
growth of 2% in dog food, despite the declining dog population in Taiwan in 2011.
 With the better care that dog owners are giving their pet dogs, the average life expectancy of
dogs has generally increased over the years. There are a larger number of senior dogs
requiring dog food specially tailored to the nutritional needs of elderly dogs. As a result, wet
dog food for senior dogs grew from a value share of 3.5% in 2009 to 3.8% in 2010. Similarly,
dry dog food for senior dogs also grew from 18.7% current value share in 2009 to 18.9% in
2010.
 As dry dog food grows in popularity compared with wet dog food, flexible plastic packaging
becomes increasingly common on store shelves in comparison to metal food cans and
aluminium trays which are typically used to package wet dog food. Regarding pack sizes,
single meal packs are more popular for wet dog food as it spoils quickly once packaging is
opened. On the contrary, large pack sizes for dry dog food are a popular choice among
consumers as its unit price is lower compared to smaller pack sizes. It is also easy to store
and keep.
 As the humanisation trend becomes more prominent, pet owners begin to seek food that is
ideal for their pets’ health conditions, in a similar way to how they care for themselves. For
example, if their dogs are obese, they will purchase dog food tailored to keep the dog lean
and control its weight. Apart from obesity, other health conditions typically covered by dog
food manufacturers include sensitive skin, sensitive stomach, oral care and joint care.

 In 2010, Mars Inc continued to lead with a 26% value share. This stronghold is contributed by
its portfolio of well-established brands including Pedigree, Royal Canin, Cesar and Choice
covering both premium and mid-priced dog food. In second and third places were local
manufacturer Uni-President Enterprises Corp and global firm Hill's Pet Nutrition Inc with 16%
and 14% current value shares in 2010 respectively.

 Content removed from sample
PROSPECTS
 Dog food is anticipated to experience a 2% constant value CAGR over the forecast period,
representing a slowdown when compared to the 8% constant value CAGR experienced over
the review period. This slowdown is due to the expected decline in the dog population over
the forecast period. However, as more consumers are speculated to shift from non-prepared
food to prepared food, growth remains on a positive trend over the forecast period.

CATEGORY INDICATORS
Table 1 Dog Owning Households: % Analysis 2006-2011
% households
2006 2007 2008 2009 2010 2011
Households owning a dog Data removed from sample

Table 2 Dog Population 2006-2011
'000s of animals
2006 2007 2008 2009 2010 2011
Dog Population Data removed from sample

Table 3 Dog Food Prepared vs Non-prepared Gap: % Analysis 2006-2011
% total consumption
2006 2007 2008 2009 2010 2011
Prepared dog food Data removed from sample

Non-prepared dog food
Total dog food
trade sources
CATEGORY DATA
2010/11 2006-11 CAGR 2006/11 TOTAL
Dog Treats and Mixers Data removed from sample

Dry Dog Food
Wet Dog Food
Dog Food
Table 8 Sales of Premium Dog Food by Category: Value 2006-2011
NT$ million
2006 2007 2008 2009 2010 2011
Premium Dry Dog Food

Premium Wet Dog Food
Premium Dog Food
Table 9 Dog Food Company Shares 2006-2010
% retail value rsp

Company 2006 2007 2008 2009 2010
Total 100.0 100.0 100.0 100.0 100.0

Table 10 Dog Food Brand Shares 2007-2010
% retail value rsp

Brand Company 2007 2008 2009 2010
Total 100.0 100.0 100.0 100.0

Table 11 Dog Treats Brand Shares 2007-2010
% retail value rsp

Brand Company 2007 2008 2009 2010
Total 100.0 100.0 100.0 100.0

Table 12 Forecast Sales of Dog Food by Category: Volume 2011-2016
Tonnes
2011 2012 2013 2014 2015 2016

Dry Dog Food
Wet Dog Food
Dog Food
trade sources
Table 13 Forecast Sales of Dog Food by Category: Value 2011-2016
NT$ million
2011 2012 2013 2014 2015 2016

Dry Dog Food
Wet Dog Food
Dog Food
trade sources
Table 14 Forecast Sales of Dog Food by Category: % Volume Growth 2011-2016
% volume growth
2015/16 2011-16 CAGR 2011/16 TOTAL

Dry Dog Food
Wet Dog Food
Dog Food
trade sources
Table 15 Forecast Sales of Dog Food by Category: % Value Growth 2011-2016

2011-16 CAGR 2011/16 TOTAL

Dry Dog Food
Wet Dog Food
Dog Food
trade sources
OTHER PET FOOD IN TAIWAN -

CATEGORY ANALYSIS
HEADLINES
 Volume sales of other pet food decline by 1% in 2011 due to a declining population of birds
and fish
 Population of rabbits increases rapidly in 2011 as it is the year of the rabbit based on the lunar
calendar
 Small mammal/reptile food achieves 10% current value growth in 2011 as pet ownership of
rabbits becomes popular
 Other pet food is expected to register constant value growth of 4% over the forecast period
TRENDS
 Other pet food is anticipated to experience a volume decline of 1% in 2011. This slowdown is
a result of the decline in both the fish and bird populations in 2011. The bird population will
decline from 630,000 in 2010 to 622,000 in 2011, while the fish population decreases from 6.9
million in 2010 to 6.8 million in 2011. As raw material and production costs increase, retail
selling prices also shift upwards thus resulting in a positive 3% current value growth in 2011.
 The lunar year of 2011 is the year of the rabbit according to the Chinese zodiac. Therefore, a
large number of consumers bought rabbits, sparking rapid growth in the population of rabbits.
Overall, the small mammal population will grow from 275,000 in 2010 to 286,000 in 2011.This
will spark rapid current value growth of 10% in the sales of small mammal/reptile food. In
volume terms, it will grow by 6% in 2011.
 Compared to larger pets such as dogs and cats, many find small mammals such as rabbits
more affordable and easier to care for. In addition, increased urbanisation leading to smaller
houses also reflects less space for pet owners to rear dogs and cats in Taiwan due to a lack
of room for them to roam within the house. Combined, this contributes to the growing
consumer preference for keeping small mammals as pets observed in 2011.
 Due to the high costs required to purchase and maintain fish and birds, in particular the more
exotic species, most of the owners of fish and birds are typically the more well-to-do and older
consumers. As this consumer group ages and also because these two types of pets are also
less popular among the younger consumers, the fish and bird populations will decline in 2011.
Consequently, fish food and bird food will each suffer a volume decline of 1% in 2011.
 The key distribution channel for other pet food in 2011 will be pet shops, holding a 90% value
share. Apart from the typical pet shops which sell a wide range of pet food for all house pets,
these also include the more specialised bird shops and aquarium stores.
Supermarkets/hypermarkets will hold a minor value share of 5% in 2011 as they carry a very
limited range of food for birds and small mammals.
 Hai Feng Feeds Co Ltd held the leading position in other pet food with a 34% value share in
2010, due to its clear focus on fish food. It ranks first in sales of fish food with a 35% value
share in 2010 with its well-established and trusted brand name, Hai Feng. This strong
reputation is built by providing consumers with consistently high quality fish food over the
years. It also gives consumers a broad range of products to choose from, with more than 30
fish food products. It also has a strong distribution network through pet shops, including
aquarium stores.


PROSPECTS
 Other pet food is expected to experience a negative volume CAGR of 1% over the forecast
period. This slowdown is led by the predicted decline in the overall population of other pets.
The population of other pets is likely to decline from 7.7 million in 2011 to 7.5 million in 2016.


CATEGORY INDICATORS
Table 1 Other Pet Population 2006-2011
'000s of animals
2006 2007 2008 2009 2010 2011
Bird Population Data removed from sample

Fish Population
Small Mammal Population
Reptile Population
CATEGORY DATA
Table 2 Sales of Other Pet Food by Category: Volume 2006-2011
Tonnes
2006 2007 2008 2009 2010 2011
Bird Food Data removed from sample

Fish Food
Small Mammal/Reptile Food
Other Pet Food
Table 3 Sales of Other Pet Food by Category: Value 2006-2011
NT$ million
2006 2007 2008 2009 2010 2011
Bird Food
Fish Food
Other Pet Food
Table 4 Sales of Other Pet Food by Category: % Volume Growth 2006-2011
% volume growth
2010/11 2006-11 CAGR 2006/11 TOTAL
Bird Food
Fish Food

Table 5 Sales of Other Pet Food by Category: % Value Growth 2006-2011

2010/11 2006-11 CAGR 2006/11 TOTAL

Fish Food
Other Pet Food
Table 6 Bird Food Brand Shares 2007-2010
% retail value rsp

Brand Company 2007 2008 2009 2010
Total 100.0 100.0 100.0 100.0

Table 7 Fish Food Brand Shares 2007-2010
% retail value rsp

Brand Company 2007 2008 2009 2010
Total 100.0 100.0 100.0 100.0

Table 8 Small Mammal/Reptile Food Food Brand Shares 2007-2010
% retail value rsp

Brand Company 2007 2008 2009 2010
Total 100.0 100.0 100.0 100.0

Table 9 Forecast Sales of Other Pet Food by Category: Volume 2011-2016
Tonnes
2011 2012 2013 2014 2015 2016
Bird Food
Fish Food Data removed from sample
Other Pet Food
trade sources
Table 10 Forecast Sales of Other Pet Food by Category: Value 2011-2016
NT$ million
2011 2012 2013 2014 2015 2016
Bird Food
Fish Food Data removed from sample
Other Pet Food
trade sources
Table 11 Forecast Sales of Other Pet Food by Category: % Volume Growth 2011-2016
% volume growth
2015/16 2011-16 CAGR 2011/16 TOTAL
Bird Food
Fish Food
Other Pet Food
trade sources
Table 12 Forecast Sales of Other Pet Food by Category: % Value Growth 2011-2016
2011-16 CAGR 2011/16 TOTAL

Fish Food
Other Pet Food
trade sources
PET PRODUCTS IN TAIWAN -

CATEGORY ANALYSIS
HEADLINES
 Pet products records a vibrant value growth of 8% in 2011

 Pet dietary supplements registers the most rapid current value growth of 10% in 2011
 Consumers are increasingly educated on the availability and benefits of pet dietary
supplements and pet healthcare products
 Pet shops represents the key distribution channel of pet products, holding a 60% value share
in 2011
 Pet products is expected to deliver a constant value CAGR of 7% over the forecast period
TRENDS
 As humanisation increases with growing consumer awareness of the types of pet dietary
supplements and pet healthcare available, pet products will enjoy vibrant value growth of 8%
in 2011. Real GDP in Taiwan is bouncing back from the economic slowdown, reaching 9%
growth in 2010 and is expected to stand at a positive 4% in 2011. This bright outlook brings
about positive consumer sentiments, increasing the willingness to spend more on other pet
products from pet healthcare and pet dietary supplements to other non-essential pet products
such as toys for dogs and cats.
 Pet dietary supplements is expected to register the most rapid current value growth of 10% in
2011. Due to humanisation, a growing number of pet owners have come to perceive and
believe that their pets’ overall state of health can be improved by taking dietary supplements.
The willingness to try these products also comes from the improved economic outlook which
expanded many consumers’ disposable income and willingness to spend. Distribution is also
more common now, expanding beyond veterinary clinics to most pet shops and pet
superstores stocking more variety. Riding on a similar trend, pet healthcare will also grow by a
healthy 5% in current value terms in 2011.
 Cat litter is mostly used for cats and small mammals such as rabbits. Strong population
growth will take place for both cats and small mammals in 2011, with cats growing from
287,000 in 2010 to 292,000 in 2011 and small mammals increasing from 275,000 in 2010 to
286,000 in 2011. With this, cat litter will enjoy strong current value growth of 6% in 2011, two
percentage points faster than its growth in 2010.
 As consumers are more educated about the possible transmission of ticks and fleas, more
consumers purchase flea/tick treatments for their pets. These products are usually purchased
at specialist pet stores such as pet shops, pet superstores and veterinary clinics and are
applied at home without veterinary consult or supervision. Flea/tick treatments account for a
34% share of pet healthcare value sales. Worming treatments represent an 11% share of
value sales, while the remainder is accounted for by other products.
 Increasingly, at pet specialist stores such as pet shops, pet superstores and veterinary clinics,
consumers are provided with brief consultations on the recommended feeds for their pets. As
a result, consumer awareness on pet healthcare and pet dietary supplements is on the rise as
consumers recognise its ability to ensure the health and wellness of their beloved pets.
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Therefore, pet shops, pet superstores and veterinary clinics represent a major 77% value
share of pet products sales in 2010.
 Hartz Mountain Corp led pet products with a 6% value share in 2010. It has a broad range of
products including pet grooming essentials such as shampoos and brushes, to vitamins and
dietary supplements for numerous functions such as joint care. It has a fairly strong level of
brand awareness as it regularly posts adverts in pet magazines to promote its products. It is
also widely distributed across a vast network of pet shops and pet superstores.



PROSPECTS
 Pet products is expected to grow at a healthy constant value CAGR of 7% over the forecast
period. Moving forward, real GDP growth is expected to remain healthy in the range of 4% to
5% over the forecast period. Therefore, positive consumer sentiments are likely to drive pet
owners to continue purchasing non-essential but beneficial products such as pet dietary
supplements, pet healthcare and pet toys and cages which fall under other pet products.



CATEGORY DATA
Table 1 Sales of Pet Products by Category: Value 2006-2011
NT$ million
2006 2007 2008 2009 2010 2011
Cat Litter
Pet Healthcare
Other Pet Products
Pet Products 5,310.2 5,706.7 6,081.1 6, 13.3 6,722. 7,2 1.
Table 2 Sales of Pet Products by Category: % Value Growth 2006-2011

2010/11 2006-11 CAGR 2006/11 TOTAL
Cat Litter
Pet Healthcare
Other Pet Products
Pet Products
Table 3 Sales of Pet Healthcare by Type: % Value Breakdown 2006-2011
% retail value rsp

2006 2007 2008 2009 2010 2011
Flea/Tick Treatments Data removed from sample

Worming Treatments
Other Products
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 4 Forecast Sales of Pet Products by Category: Value 2011-2016
NT$ million
2011 2012 2013 2014 2015 2016
Cat Litter Data removed from sample

Pet Healthcare
Other Pet Products Data removed from sample

Pet Products , , , , , ,
trade sources
Table 5 Forecast Sales of Pet Products by Category: % Value Growth 2011-2016

2011-16 CAGR 2011/16 TOTAL
Cat Litter
Pet Healthcare Data removed from sample
Other Pet Products
Pet Products
trade sources

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LIST OF CONTENTS AND TABLES

Table 24 Sales of Cat Food by Category: % Volume Growth 2006-2011 .................. 28

Table 55 Small Mammal/Reptile Food Food Brand Shares 2007-2010 .................... 45

PET CARE IN TAIWAN - INDUSTRY

Pet Demographic Shift Leads To Retail Sales Change

Premium Segment More Resilient During Price Hikes

Segmentation the Key To Drive Future Growth of Mid-priced Products

Superstore and Internet Retailing the Major Growing Distribution

KEY TRENDS AND DEVELOPMENTS

Humanisation Trend Fuels Growth Despite Decreasing Pet Population

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Higher Raw Material Prices Lead To Non-stop Increase in Retail Prices

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Pet Superstores Pose Threat To Small-scale Pet Shops

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Internet Gains Importance in Retailing and Marketing

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Dog and Cat Food

Table 3 Sales of Pet Care by Category: Value 2006-2011

Dog and Cat Food

Table 4 Sales of Pet Care by Category: % Volume Growth 2006-2011

Table 5 Sales of Pet Care by Category: % Value Growth 2006-2011

% current value growth

Dog and Cat Food

Table 6 Pet Food Company Shares 2006-2010

% retail value rsp

Data removed from sample

Data removed from sample

Total 100.0 100.0 100.0 100.0 100.0

Table 7 Pet Food Brand Shares 2007-2010

% retail value rsp

Data removed from sample

Data removed from sample

Total 100.0 100.0 100.0 100.0

Table 8 Dog and Cat Food Company Shares 2006-2010

% retail value rsp

Data removed from sample

Data removed from sample

Total 100.0 100.0 100.0 100.0 100.0

Table 9 Dog and Cat Food Brand Shares 2007-2010

% retail value rsp

Data removed from sample

Others 23.7 23.7 21.8 21.3

Table 10 Penetration of Private Label by Category 2006-2010

% retail value rsp