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Pet Food - China - August 2016

“Compared with other markets, online is an especially critical channel for the Chinese pet food market. Not only because it’s one of the most popular purchase channels, but the e-commerce’s distribution system enables companies to reach the lower tier cities and rural areas, where there are still lots of growth opportunities from consumers switching to pet food.“

– Ching Yang, Research Analyst

This report looks at the following areas:

  • Pet food humanisation
  • The critical channel: e-commerce
  • How to boost pet food usage among the non-users?

Few global manufacturer giants dominate the pet food market in China. They are the pioneers of the pet food category and therefore enjoy more brand awareness. But in recent years the local players have become more significant, winning by either better value for money or product premiumisation.

Looking ahead, as pets are becoming a family member for most pet owners, pet food humanisation, such as organic, all-natural, and free from additives or preservatives, could be the innovation directions. Also, online is a critical channel to watch as the existing pet food users are commonly buying pet food online, and the distribution system provided by e-commerce players could reach many non-users in the lower tier cities and rural areas.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
          • Figure 1: Definition of low/middle/high monthly household income
      • Executive Summary

          • The market
            • Growing steadily
              • Figure 2: Best- and worst-case value sales forecast of pet food market in China, 2011-21
              • Figure 3: Best- and worst-case volume sales forecast of pet food market in China, 2011-21
            • Dry dog food segment dominates the market
              • Figure 4: Pet food retail value market share, by segmentation, China, 2011-16
            • Companies and brands
              • Dominated by few global giant manufacturers
                • 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
                    • Figure 6: Pet ownership in China, April 2016
                  • Pets are commonly fed with pet food
                    • Figure 7: Ways of feeding pets, April 2016
                  • Most dog or cat owners spend RMB 100-199 per month on pet food
                    • 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
                    • Figure 9: Pet food purchase channels, April 2016
                  • Pets’ preference is the most important purchase factor
                    • Figure 10: Purchase decision factors for pet food, April 2016
                  • Consumers’ standard for pet food gets closer to human food
                    • Figure 11: General attitudes towards information searching and pet food buying habit, April 2016
                  • Mintropolitans are more likely to be pet owners
                    • Figure 12: Pet ownership, by consumer classification, April 2016
                    • Figure 13: Selected consumers’ general attitudes towards pet food, by consumer classification, April 2016
                  • What we think
                  • Issues and Insights

                    • 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

                                      • Growing steadily
                                        • Dominated by dry dog food
                                          • Pet food premiumisation
                                          • Market Size and Forecast

                                            • CAGR above 20% in the last five years
                                              • Figure 14: Total China retail market of dog and cat food, 2011-16
                                            • Maintain at double-digit growth rate
                                              • 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

                                            • Dominated by dry dog food
                                              • Figure 17: Pet food retail value market share, by segmentation, China, 2011-16
                                            • Dogs’ snacks and treats drive the dog food segment growth
                                              • 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
                                              • 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

                                            • 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

                                                    • 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

                                                            • Dominated by few global giant manufacturers
                                                              • Figure 22: Company share of pet food market in China, 2014 and 2015
                                                            • Local players joining
                                                              • Manufacturers of prescription pet food winning
                                                              • Competitive Strategies

                                                                • Mars expands through acquiring P&G’s pet care business
                                                                  • 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?

                                                                      • ‘Reduced’ and ‘free-from’ claims are gaining momentum
                                                                        • 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
                                                                        • Figure 26: Percentage of newly launched dog or cat food products with the ‘all-natural’ claim, 2014-16
                                                                      • Superfood for pets
                                                                        • Figure 27: Pet food products containing super ingredients, US and UK, 2015-16
                                                                      • Freeze-dried on the rise
                                                                        • 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

                                                                        • 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

                                                                                • Dogs are the most popular pets, followed by fish and cats
                                                                                  • 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
                                                                                    • Figure 30: Pet ownership, by the number of pet types, April 2016
                                                                                • Usage of Pet Food

                                                                                  • More pet food feeding than expected
                                                                                    • Figure 31: Ways of feeding pets, April 2016
                                                                                  • Who are the non-users?
                                                                                    • Somewhat young consumers cook for their pets
                                                                                      • Figure 32: Consumers who cook for their pets, by age and city tier, April 2016
                                                                                      • Figure 33: Product example of meal enhancer, US and Brazil, 2015-16
                                                                                  • Spending on Pet Food

                                                                                    • Most dog or cat owners spend RMB 100-199 per month on pet food
                                                                                      • Figure 34: Average monthly expense on pet food (per pet), by pet, April 2016
                                                                                      • Figure 35: Weighted average monthly expense on pet food (per pet), by pet, April 2016
                                                                                    • Consumers in their thirties have the highest budget
                                                                                      • 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

                                                                                      • Most consumers buy from pet specialist stores
                                                                                        • 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
                                                                                          • Figure 38: Purchase channels for pet food, by region, April 2016
                                                                                        • Most owners buy from multiple channels
                                                                                          • Figure 39: Number of channels the consumers buy pet food from, April 2016
                                                                                      • Purchase Factors

                                                                                        • Sampling is important to introducing new products
                                                                                          • Figure 40: Purchase decision factors for pet food, April 2016
                                                                                        • Brand and word of mouth are not the key factors
                                                                                          • Figure 41: Purchase decision factors for pet food, by age, April 2016
                                                                                        • Organic pet food sees potential
                                                                                          • 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

                                                                                          • Owners do read the labels
                                                                                            • 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
                                                                                            • 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
                                                                                            • Figure 47: General attitudes towards pet food brands, April 2016
                                                                                          • Those in their thirties are the most sophisticated buyers
                                                                                            • Figure 48: Selected consumers’ attitudes towards pet food, by age, April 2016.
                                                                                        • Meet the Mintropolitans

                                                                                          • Mintropolitans are more likely to be pet owners
                                                                                            • Figure 49: Pet ownership, by consumer classification, April 2016
                                                                                          • More pet food users
                                                                                            • 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
                                                                                            • Figure 51: Selected consumers’ general attitudes towards pet food, by consumer classification, April 2016
                                                                                          • Shop online and at pet specialist stores
                                                                                            • Figure 52: Selected pet food purchase channels, by consumer classification, April 2016
                                                                                        • Appendix – Market Segmentation

                                                                                            • 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
                                                                                            • 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
                                                                                        • Appendix – Methodology and Definitions

                                                                                          • Methodology
                                                                                            • Fan chart forecast
                                                                                              • Abbreviations

                                                                                              Companies Covered

                                                                                              To learn more about the companies covered in this report please contact us.

                                                                                              Pet Food - China - August 2016

                                                                                              £3,170.69 (Excl.Tax)