Table of Contents
Executive Summary
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- The market
- Growing steadily
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- Figure 2: Best- and worst-case value sales forecast of pet food market in China, 2011-21
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- Figure 3: Best- and worst-case volume sales forecast of pet food market in China, 2011-21
- Dry dog food segment dominates the market
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- Figure 4: Pet food retail value market share, by segmentation, China, 2011-16
- Companies and brands
- Dominated by few global giant manufacturers
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- Figure 5: Leading companies in China pet food market, by value, 2014 and 2015
- ‘Reduced’ and ‘free-from’ claims are gaining momentum
- The consumer
- Dogs are the most popular pets, followed by fish and cats
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- Figure 6: Pet ownership in China, April 2016
- Pets are commonly fed with pet food
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- Figure 7: Ways of feeding pets, April 2016
- Most dog or cat owners spend RMB 100-199 per month on pet food
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- Figure 8: Average monthly expense on pet food (per pet), by pet owned, April 2016
- Pet specialist stores and online are the most important channels
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- Figure 9: Pet food purchase channels, April 2016
- Pets’ preference is the most important purchase factor
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- Figure 10: Purchase decision factors for pet food, April 2016
- Consumers’ standard for pet food gets closer to human food
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- Figure 11: General attitudes towards information searching and pet food buying habit, April 2016
- Mintropolitans are more likely to be pet owners
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- Figure 12: Pet ownership, by consumer classification, April 2016
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- Figure 13: Selected consumers’ general attitudes towards pet food, by consumer classification, April 2016
- What we think
Issues and Insights
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- Pet food humanisation
- The facts
- The implications
- The critical channel: e-commerce
- The facts
- The implications
- How to boost pet food usage among the non-users?
- The facts
- The implications
The Market – What You Need to Know
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- Growing steadily
- Dominated by dry dog food
- Pet food premiumisation
Market Size and Forecast
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- CAGR above 20% in the last five years
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- Figure 14: Total China retail market of dog and cat food, 2011-16
- Maintain at double-digit growth rate
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- Figure 15: Best- and worst-case value sales forecast of pet food market in China, 2011-21
- Figure 16: Best- and worst-case volume sales forecast of pet food market in China, 2011-21
Market Segmentation
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- Dominated by dry dog food
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- Figure 17: Pet food retail value market share, by segmentation, China, 2011-16
- Dogs’ snacks and treats drive the dog food segment growth
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- Figure 18: Total retail market of dog food in China, 2011-21
- Figure 19: Newly launched dog food in China, by sub-category, 2014-16
- Cat food segment may benefit from potential increase in ownership
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- Figure 20: Total retail market of cat food in China, 2011-21
- Figure 21: Newly launched cat food in China, by sub-category, 2014-16
Market Drivers
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- Increased usage of pet food
- Pet food premiumisation
- Implementation of the National Standard of Dog and Cat Food
- The ageing society
Companies and Brands – What You Need to Know
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- Dominated by few global manufacturers but local players rising
- Mars expands through acquiring P&G’s pet care business
- ‘All-natural’ pet food products growing globally
- ‘Reduced’ and ‘free-from’ claims are gaining momentum
Market Share
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- Dominated by few global giant manufacturers
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- Figure 22: Company share of pet food market in China, 2014 and 2015
- Local players joining
- Manufacturers of prescription pet food winning
Competitive Strategies
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- Mars expands through acquiring P&G’s pet care business
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- Figure 23: Percentage of newly launched dog or cat food products with the ‘high in protein’ claim, by country, 2014-16
- Nestlé and Mars collaborate with Alibaba
- Royal Canin’s ‘Cat Slaves’ Day’
- The Pedigree brand markets through television show
Who’s Innovating?
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- ‘Reduced’ and ‘free-from’ claims are gaining momentum
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- Figure 24: Top 10 claims on newly launched dog and cat food products, China 2014-16
- Figure 25: Product example from Taste of the Wild, Peru 2016
- ‘All-natural’ pet food products growing globally
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- Figure 26: Percentage of newly launched dog or cat food products with the ‘all-natural’ claim, 2014-16
- Superfood for pets
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- Figure 27: Pet food products containing super ingredients, US and UK, 2015-16
- Freeze-dried on the rise
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- Figure 28: Example product of freeze-dried pet food, Germany and US, 2016
- Same indulgence for the pets
The Consumer – What You Need to Know
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- Dogs are the most popular pets
- Pets are commonly fed with pet food
- Pet specialist stores are the most popular channel, followed by online
- Pets’ preference is the most important purchase factor
Pet Ownership
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- Dogs are the most popular pets, followed by fish and cats
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- Figure 29: Pet ownership in China, April 2016
- Who are more likely to be pet owners?
- Half of pet owners keep one type of pet
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- Figure 30: Pet ownership, by the number of pet types, April 2016
Usage of Pet Food
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- More pet food feeding than expected
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- Figure 31: Ways of feeding pets, April 2016
- Who are the non-users?
- Somewhat young consumers cook for their pets
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- Figure 32: Consumers who cook for their pets, by age and city tier, April 2016
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- Figure 33: Product example of meal enhancer, US and Brazil, 2015-16
Spending on Pet Food
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- Most dog or cat owners spend RMB 100-199 per month on pet food
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- Figure 34: Average monthly expense on pet food (per pet), by pet, April 2016
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- Figure 35: Weighted average monthly expense on pet food (per pet), by pet, April 2016
- Consumers in their thirties have the highest budget
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- Figure 36: Weighted average monthly expense on pet food (per pet), by age, April 2016
- Willing to pay more for extra health benefits
Purchase Channels
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- Most consumers buy from pet specialist stores
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- Figure 37: Pet food purchase channels, April 2016
- Online has become the second most popular channel
- Flower and bird markets are more welcomed by the North
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- Figure 38: Purchase channels for pet food, by region, April 2016
- Most owners buy from multiple channels
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- Figure 39: Number of channels the consumers buy pet food from, April 2016
Purchase Factors
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- Sampling is important to introducing new products
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- Figure 40: Purchase decision factors for pet food, April 2016
- Brand and word of mouth are not the key factors
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- Figure 41: Purchase decision factors for pet food, by age, April 2016
- Organic pet food sees potential
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- Figure 42: Percentage of newly launched pet food products with organic claim, by country, 2014-16
- No strong preference for imported products
Attitudes towards Pet Food
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- Owners do read the labels
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- Figure 43: Percentage of newly launched dog or cat food with resealable closure, China, 2014-16
- Figure 44: General attitudes towards information searching and pet food buying habit, April 2016
- Younger pet owners treat pets like family members
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- Figure 45: Example products of pet food featuring human-grade ingredients and clean label, US and UK, 2016
- Figure 46: General attitudes towards treating and feeding pets, April 2016
- Low brand loyalty
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- Figure 47: General attitudes towards pet food brands, April 2016
- Those in their thirties are the most sophisticated buyers
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- Figure 48: Selected consumers’ attitudes towards pet food, by age, April 2016.
Meet the Mintropolitans
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- Mintropolitans are more likely to be pet owners
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- Figure 49: Pet ownership, by consumer classification, April 2016
- More pet food users
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- Figure 50: Percentage of consumers who always or most of the time feed their pet(s) with pet food, by consumer classification, April 2016.
- More picky buyers
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- Figure 51: Selected consumers’ general attitudes towards pet food, by consumer classification, April 2016
- Shop online and at pet specialist stores
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- Figure 52: Selected pet food purchase channels, by consumer classification, April 2016
Appendix – Market Segmentation
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- Figure 53: Value sales of pet food in China, by segment, 2011-21
- Figure 54: Best- and worst-case value sales forecast of dog food in China, 2011-21
- Figure 55: Best- and worst-case value sales forecast of cat food in China, 2011-21
- Figure 56: Pet food retail volume market share, by segmentation, China, 2011-16
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- Figure 57: Volume sales of pet food in China, by segment, 2011-21
- Figure 58: Best- and worst-case volume sales forecast of dog food in China, 2011-21
- Figure 59: Best- and worst-case volume sales forecast of cat food in China, 2011-21
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Appendix – Methodology and Definitions
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- Methodology
- Fan chart forecast
- Abbreviations
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