Sample Report Pet Care Pet Products

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LIST OF CONTENTS AND TABLES

Pet Products in Taiwan - Category analysis ................................................................................... 1
Headlines ........................................................................................................................................ 1
Trends ............................................................................................................................................. 1
Competitive Landscape .................................................................................................................. 2
Prospects ........................................................................................................................................ 2
Category Data ................................................................................................................................. 3
Table 1 Sales of Pet Products by Category: Value 2006-2011 .................................. 3
Table 2 Sales of Pet Products by Category: % Value Growth 2006-2011 ................. 3
Table 3 Sales of Pet Healthcare by Type: % Value Breakdown 2006-2011 .............. 3
Table 4 Forecast Sales of Pet Products by Category: Value 2011-2016................... 3
Table 5 Forecast Sales of Pet Products by Category: % Value Growth 2011-
2016 ............................................................................................................... 4
Pet Products in Taiwan - Company Profiles ................................................................................... 5
Fwusow Industry Products Co Ltd in Pet Care (taiwan)................................................................. 5
Strategic Direction ....................................................................................................................... 5
Key Facts..................................................................................................................................... 5
Summary 1 Fwusow Industry Products Co Ltd: Key Facts ............................................... 5
Summary 2 Fwusow Industry Products Co Ltd: Operational Indicators ........................... 5
Company Background................................................................................................................. 5
Production ................................................................................................................................... 6
Summary 3 Fwusow Industry Products Co Ltd: Production Statistics 2010 ..................... 6
Competitive Positioning............................................................................................................... 6
Summary 4 Fwusow Industry Products Co Ltd: Competitive Position 2010 .................... 6
Pet Care in Taiwan - Industry Overview ......................................................................................... 8
Executive Summary ........................................................................................................................ 8
Market Size Booms Due To Higher Volume Growth and Increasing Unit Prices ...................... 8
Pet Demographic Shift Leads To Retail Sales Change.............................................................. 8
Premium Segment More Resilient During Price Hikes ............................................................... 8
Segmentation the Key To Drive Future Growth of Mid-priced Products .................................... 8
Superstore and Internet Retailing the Major Growing Distribution Channels ............................ 8
Key Trends and Developments ...................................................................................................... 9
Humanisation Trend Fuels Growth Despite Decreasing Pet Population ................................... 9
Higher Raw Material Prices Lead To Non-stop Increase in Retail Prices ................................ 10
Pet Superstores Pose Threat To Small-scale Pet Shops ........................................................ 11
Internet Gains Importance in Retailing and Marketing ............................................................. 12
Market Indicators........................................................................................................................... 13
Table 6 Pet Populations 2006-2011.......................................................................... 13
Market Data ................................................................................................................................... 13
Table 7 Sales of Pet Care by Category: Volume 2006-2011 ................................... 13
Table 8 Sales of Pet Care by Category: Value 2006-2011 ...................................... 13
Table 9 Sales of Pet Care by Category: % Volume Growth 2006-2011 .................. 14
Table 10 Sales of Pet Care by Category: % Value Growth 2006-2011 ..................... 14
Table 11 Pet Food Company Shares 2006-2010 ....................................................... 14
Table 12 Pet Food Brand Shares 2007-2010 ............................................................. 15
© Euromonitor International
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Table 13 Dog and Cat Food Company Shares 2006-2010 ........................................ 16

Table 14 Dog and Cat Food Brand Shares 2007-2010 .............................................. 17
Table 15 Penetration of Private Label by Category 2006-2010 ................................. 18
Table 16 Sales of Dog and Cat Food by Distribution Format: % Analysis 2006-
2011 ............................................................................................................. 18
Table 17 Sales of Dog and Cat Food by Category and Distribution Format: %
Analysis 2011 ............................................................................................... 18
Table 18 Sales of Pet Care by Distribution Format: % Analysis 2006-2011 .............. 19
Table 19 Sales of Pet Care by Category and Distribution Format: % Analysis
2011 ............................................................................................................. 19
Table 20 Forecast Sales of Pet Care by Category: Volume 2011-2016 .................... 19
Table 21 Forecast Sales of Pet Care by Category: Value 2011-2016 ....................... 20
Table 22 Forecast Sales of Pet Care by Category: % Volume Growth 2011-
2016 ............................................................................................................. 20
Table 23 Forecast Sales of Pet Care by Category: % Value Growth 2011-2016 ...... 20
Definitions...................................................................................................................................... 21
Summary 5 Research Sources ........................................................................................ 21
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.
COMPETITIVE LANDSCAPE
 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.

Content removed from sample


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
Data removed from sample
Pet Dietary Supplements
Other Pet Products
Pet Products 5,310.2 5,706.7 6,081.1 6, 13.3 6,722. 7,2 1.
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 2 Sales of Pet Products by Category: % Value Growth 2006-2011
% current value growth

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 , , , , , ,
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 5 Forecast Sales of Pet Products by Category: % Value Growth 2011-2016
% constant value growth

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

Sample Report Pet Care Pet Products

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LIST OF CONTENTS AND TABLES

Table 13 Dog and Cat Food Company Shares 2006-2010 ........................................ 16

PET PRODUCTS IN TAIWAN -

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

Content removed from sample

Content removed from sample

Content removed from sample

Table 2 Sales of Pet Products by Category: % Value Growth 2006-2011

% current value growth

Table 3 Sales of Pet Healthcare by Type: % Value Breakdown 2006-2011

% retail value rsp

Flea/Tick Treatments Data removed from sample

Table 4 Forecast Sales of Pet Products by Category: Value 2011-2016

Cat Litter Data removed from sample

Other Pet Products Data removed from sample

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

% constant value growth

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

Content removed from sample

Content removed from sample

Content removed from sample

Content removed from sample

Content removed from sample

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

Content removed from sample

Content removed from sample

Content removed from sample

Content removed from sample

Content removed from sample

Pet Superstores Pose Threat To Small-scale Pet Shops

Content removed from sample

Content removed from sample

Content removed from sample

Content removed from sample

Content removed from sample

Internet Gains Importance in Retailing and Marketing

Content removed from sample

Content removed from sample

Content removed from sample

Content removed from sample

Content removed from sample

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