Pet Care in Taiwan
May 2020

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
Pet care continues to see strong growth, with rising demand for both pet food and pet products in 2020
Tech- and Internet-savvy millennials make strong targets for pet care players, especially for small and emerging brands offering innovative new products
Multinationals maintain their leading value shares in pet care overall with their strength in pet food, but domestic players are the major force in pet products
Value sales of pet care through e-commerce in Taiwan now account for approximately a quarter of total sales
Current value growth is set to exceed the review period CAGRs in all pet care categories over the forecast period, while pet food volume continues to slow down
MARKET INDICATORS
Table 1 Pet Populations 2015-2020
MARKET DATA
Table 2 Sales of Pet Food by Category: Volume 2015-2020
Table 3 Sales of Pet Care by Category: Value 2015-2020
Table 4 Sales of Pet Food by Category: % Volume Growth 2015-2020
Table 5 Sales of Pet Care by Category: % Value Growth 2015-2020
Table 6 NBO Company Shares of Pet Food: % Value 2015-2019
Table 7 LBN Brand Shares of Pet Food: % Value 2016-2019
Table 8 NBO Company Shares of Dog and Cat Food: % Value 2015-2019
Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2016-2019
Table 10 Penetration of Private Label in Pet Care by Category: % Value 2015-2020
Table 11 Distribution of Pet Care by Format: % Value 2015-2020
Table 12 Distribution of Pet Care by Format and Category: % Value 2020
Table 13 Distribution of Dog and Cat Food by Format: % Value 2015-2020
Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2020
Table 15 Forecast Sales of Pet Food by Category: Volume 2020-2025
Table 16 Forecast Sales of Pet Care by Category: Value 2020-2025
Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2020-2025
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2020-2025
CORONAVIRUS (COVID-19)
DEFINITIONS
SOURCES
Summary 1 Research Sources
HEADLINES
PROSPECTS
Demand for senior dog food and health supplements and for qualified people to assist with long-term care for aging dogs generates new services and programmes
Trend towards owning smaller dogs continues to grow, but the Japanese Shibu Inu, a medium-size dog, has also become a wildly popular breed in Taiwan
Movement towards keeping smaller dogs affects consumption volume and packaging
COMPETITIVE LANDSCAPE
Value shares of leading multinational players erode as growing use of the Internet helps new and other smaller brands emerge
Local brands generate higher demand with affordable prices, better quality and effective marketing via the Internet, most recently through live stream shopping
Rising population of stray dogs in shelters creates opportunities for local brands to bolster their image while boosting sales of mid-tier brands in large sizes
CATEGORY INDICATORS
Table 19 Dog Owning Households: % Analysis 2015-2020
Table 20 Dog Population 2015-2020
Table 21 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2015-2020
CATEGORY DATA
Summary 2 Dog Food by Price Band 2021
Table 22 Sales of Dog Food by Category: Volume 2015-2020
Table 23 Sales of Dog Food by Category: Value 2015-2020
Table 24 Sales of Dog Food by Category: % Volume Growth 2015-2020
Table 25 Sales of Dog Food by Category: % Value Growth 2015-2020
Table 26 Sales of Dry Dog Food by Life-Cycle: % Value 2015-2020
Table 27 Sales of Wet Dog Food by Life-Cycle: % Value 2015-2020
Table 28 NBO Company Shares of Dog Food: % Value 2015-2019
Table 29 LBN Brand Shares of Dog Food: % Value 2016-2019
Table 30 LBN Brand Shares of Dog Treats: % Value 2016-2019
Table 31 Distribution of Dog Food by Format: % Value 2015-2020
Table 32 Forecast Sales of Dog Food by Category: Volume 2020-2025
Table 33 Forecast Sales of Dog Food by Category: Value 2020-2025
Table 34 Forecast Sales of Dog Food by Category: % Volume Growth 2020-2025
Table 35 Forecast Sales of Dog Food by Category: % Value Growth 2020-2025
HEADLINES
PROSPECTS
Demand for cat food continues to increase, in line with a higher and growing percentage of cat ownership influenced by social media and cat adoption trends
Growing understanding leads to higher demand for wet cat food and grain-free products
Demand for cat food with natural positioning increases, but high prices create a possible ceiling for the more premium products
COMPETITIVE LANDSCAPE
Mars maintains its lead on the strength of its popular mid-priced wet and dry cat food
High demand for premium wet cat food brings more brands into that segment, while all newer brands increasingly use live streaming to generate interest and sales
Customisation and subscriptions are a growing trend among Taiwanese cat owners
CATEGORY INDICATORS
Table 36 Cat Owning Households: % Analysis 2015-2020
Table 37 Cat Population 2015-2020
Table 38 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2015-2020
CATEGORY DATA
Summary 3 Cat Food by Price Band 2020
Table 39 Sales of Cat Food by Category: Volume 2015-2020
Table 40 Sales of Cat Food by Category: Value 2015-2020
Table 41 Sales of Cat Food by Category: % Volume Growth 2015-2020
Table 42 Sales of Cat Food by Category: % Value Growth 2015-2020
Table 43 Sales of Dry Cat Food by Life-Cycle: % Value 2015-2020
Table 44 Sales of Wet Cat Food by Life-Cycle: % Value 2015-2020
Table 45 NBO Company Shares of Cat Food: % Value 2015-2019
Table 46 LBN Brand Shares of Cat Food: % Value 2016-2019
Table 47 LBN Brand Shares of Cat Treats: % Value 2016-2019
Table 48 Distribution of Cat Food by Format: % Value 2015-2020
Table 49 Forecast Sales of Cat Food by Category: Volume 2020-2025
Table 50 Forecast Sales of Cat Food by Category: Value 2020-2025
Table 51 Forecast Sales of Cat Food by Category: % Volume Growth 2020-2025
Table 52 Forecast Sales of Cat Food by Category: % Value Growth 2020-2025
HEADLINES
PROSPECTS
Demand for small mammal/reptile food continues to increase in line with rising popularity of rabbits and other small mammals, including chinchillas
Demand for bird food remains stable with a slight increase in bird ownership
Demand for fish food remains steady as fish population annually increases incrementally
COMPETITIVE LANDSCAPE
Local brands that produce quality hay targeting small mammal owners gain traction
Domestic player Hai Feng Feeds maintains its clear lead in fish food, which is predominantly sold through specialist retailers such as pet stores
Domestic manufacturer Ho Mei Chien maintains its position in bird food, relying on its strong traditional brand image and in-store sales rather than utilising e-commerce
CATEGORY INDICATORS
Table 53 Other Pet Population 2015-2020
CATEGORY DATA
Table 54 Sales of Other Pet Food by Category: Volume 2015-2020
Table 55 Sales of Other Pet Food by Category: Value 2015-2020
Table 56 Sales of Other Pet Food by Category: % Volume Growth 2015-2020
Table 57 Sales of Other Pet Food by Category: % Value Growth 2015-2020
Table 58 LBN Brand Shares of Bird Food: % Value 2016-2019
Table 59 LBN Brand Shares of Fish Food: % Value 2016-2019
Table 60 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2016-2019
Table 61 Distribution of Other Pet Food by Format: % Value 2015-2020
Table 62 Forecast Sales of Other Pet Food by Category: Volume 2020-2025
Table 63 Forecast Sales of Other Pet Food by Category: Value 2020-2025
Table 64 Forecast Sales of Other Pet Food by Category: % Volume Growth 2020-2025
Table 65 Forecast Sales of Other Pet Food by Category: % Value Growth 2020-2025
HEADLINES
PROSPECTS
Demand continues to increase for health-related products, especially those that can provide early detection of potentially health-threatening problems and conditions
Pet humanisation and social media drive demands for interactive pet products
Alternative channels drive pet owners’ attention away from pet stores
COMPETITIVE LANDSCAPE
Taiwanese company Tai Kong maintains its lead in pet products, but many local players struggle to compete with imported products that have stronger brand appeal
Local brands target younger and more affluent consumers with innovative and customised pet furniture designs, mostly made of solid wood
Eastern Media acquires and rebrands more than 70 pet stores in Taiwan to create EtiPet, the No. 1 pet store chain
CATEGORY DATA
Table 66 Sales of Pet Products by Category: Value 2015-2020
Table 67 Sales of Pet Products by Category: % Value Growth 2015-2020
Table 68 Sales of Pet Healthcare by Type: % Value 2015-2020
Table 69 Sales of Other Pet Products by Type: % Value 2015-2020
Table 70 NBO Company Shares of Pet Products: % Value 2015-2019
Table 71 LBN Brand Shares of Pet Products: % Value 2016-2019
Table 72 Distribution of Pet Products by Format: % Value 2015-2020
Table 73 Forecast Sales of Pet Products by Category: Value 2020-2025
Table 74 Forecast Sales of Pet Products by Category: % Value Growth 2020-2025