China Pet Food Market Report 2021
£ 3,695 (Excl.Tax)
Report Summary
“People’s willingness to own pets in the post-COVID-19 period is increasing, especially among younger and older generations, stimulating a boom in the pet food market. There has been a surge in new starter pet owners asking for easy-to-follow and professional guidance, while experienced pet owners are seeking more refined feeding in terms of nutritional needs, making cooperating with professional third parties such as veterinarians critical in the future.”
– Pepper Peng, Research Analyst
This report will look at the following areas:
- What is the current market landscape and how has it changed in 2020 since COVID-19?
- What marketing activities and new product trends are worth attention in the future?
- How have consumers’ plans of owning pets changed in the post-COVID-19 period?
- What is the penetration of different types of pet food?
- What kind of communication and channel resources are critical to compete in pet food?
Table of Contents
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Overview
- What you need to know
- Key issues covered in this report
- Covered in this report
- Excluded
- What you need to know
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Executive Summary
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- The market
- Figure 1: Total retail value sales and forecast of dog and cat food, China, 2016-2026
- Companies and brands
- Figure 2: Leading companies in dog and cat food market, by value share*, China, 2019-2020
- The consumer
- Dry staple food dominates but snacks have potential
- Figure 3: Purchased pet food, by subcategory*, 2021
- Expenditure on pet food per pet per year is at a low to medium level
- Figure 4: Spending on pet food, 2021
- Imported brands are more popular but domestic brands are catching up
- Figure 5: Brand type purchased, by spending level, 2021
- Pet food safety and trustworthiness is the key
- Figure 6: Average features of brands purchased, 2021
- Pet owners seek professional channels
- Figure 7: Pet food information channel, 2021
- Simpler guidance for new pet owners
- Figure 8: Percentage points difference in attitude towards nutritional needs*, by pet-keeping experience, 2021
- What we think
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Issues and Insights
- Secure trust in food safety with influential pet KOLs
- The facts
- The implications
- Figure 9: Tesla’s dog mode
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- Figure 10: Wanpy’s safety experience officers, 2021
- Get endorsements from veterinary professionals
- The facts
- The implications
- Figure 11: Nestle Pro Plan launched its first prescription food at the 2nd China Animal Hospital Directors Conference, 2020
- Figure 12: little freddie x DXY, 2021
- Introduce easy to follow guidance for new pet owners
- The facts
- The implications
- Figure 13: Aptamil’s poop decoder, China, 2020
- Figure 14: Ingredients introduction of Ultrasun sunscreen on Tmall, China, 2021
- Secure trust in food safety with influential pet KOLs
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The Market – Market Size and Forecast
- Market growth driven by the increased cat economy
- Figure 15: Total retail value sales and forecast of dog and cat food, China, 2016-2026
- Figure 16: Total retail volume sales and forecast of dog and cat food, China, 2016-2026
- More mature market but double-digit growth rate to continue in the next five years
- Figure 17: Attitude towards pet ownership, 2021
- Figure 18: Attitude towards pet ownership, 2020-2021
- Market growth driven by the increased cat economy
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Market Factors
- Falling birth rate and increasing population over 60
- Pet dogs stumble while cats leap ahead in tier 1 cities
- Figure 19: Changes in pet ownership, by city tier, 2020-2021
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- Figure 20: Cat and dog new starters, by age, 2021
- Retail market spend per capita in China has huge room to grow
- Figure 21: Retail market spend per capita (USD)*, 2016-2020
- Falling birth rate and increasing population over 60
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Market Segmentation
- Cat food is encroaching on the share of dog food
- Figure 22: Dog and cat food retail value market share, by segment, China, 2018-2020
- Figure 23: New launches in the cat food segment, by subcategory, China, 2018-2021 H1
- Cat food is encroaching on the share of dog food
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Key Players – Market Share
- Gambol picks up the pace
- Figure 24: Leading companies in dog and cat food market, by value share*, China, 2019-2020
- Transformation from OEM to own brand is quite effective
- Accelerated investment financing activities intensifies the competition
- Gambol picks up the pace
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Marketing Activities
- Pet food brands scramble to get celebrity endorsements
- Figure 25: Examples of endorsements in the pet food market, China, 2021
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- Figure 26: Royal Canin sponsored the veterinary reality show produced by Bilibili
- Myfoodie and Discovery roll out documentary to show creditable supply chain
- Figure 27: Myfoodie x Discovery – Thailand tuna origin
- Figure 28: Mengniu x China National Geographic – selected ranch located at Helan mountain
- Pet food brands scramble to get celebrity endorsements
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Who’s Innovating?
- Functional and nutritional claims are still mainstream
- Figure 29: Top 10 claims in new launches in pet food market, China, 2018-2021 H1
- Figure 30: Top 10 increasing claims in new launches in pet food market, China, 2018-2020
- Customised pet food
- Figure 31: Myfoodie’s customised staple food gift card on Tmall, China, 2021
- Figure 32: Product display of Mr. Himi, China
- Figure 33: Mr. Himi’s WeChat mini-program, China
- Humanisation further deepened in formats of snacks
- Figure 34: Daily Buff freeze-dried functional “candy”, China, 2021
- Figure 35: NFC cold brew oat grass for cat in a pod, China, 2021
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- Figure 36: Snack mystery boxes for cats from Pure Natural
- Dairy for pet
- Figure 37: UHT lactose-free pet milk from Zeal, China, 2020
- Figure 38: Examples of pet yogurt and lactobacillus drinks, China, 2021
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- Figure 39: VETRESKA X Manner Coffee, pet ice cream powder, China, 2021
- Functional and nutritional claims are still mainstream
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The Consumer – Category Purchased
- Staple food dominates with trading up trend
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- Figure 40: Purchased pet food, 2021
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- Figure 41: Purchased pet food, by subcategory*, 2021
- What pet owners buy varies by type of pet owned
- Dog owners are more open to trying different types of pet foods
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- Figure 42: Purchased pet food, by pet ownership, 2021
- Cat new-starters and dog experts are fans of canned wet food
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- Figure 43: purchased pet food, by pet-keeping experience, 2021
- Snack lovers are also early adopters
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- Figure 44: Purchased pet food, by the difference between consumer groups*, 2021
- Staple food dominates with trading up trend
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Spending on Pet Food
- Mean pet food expenditure per pet per year: RMB3,206
- Figure 45: Spending on pet food, 2021
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- Figure 46: Mean spending on pet food (RMB), by consumer group*, 2021
- Dog owners spend more
- Figure 47: Mean and median of spending on pet food (RMB), by pet ownership, 2021
- Figure 48: Spending on pet food, by pet ownership, 2021
- The mid to high-end price level targets all pet grades
- Figure 49: Spending on pet food, by pet-keeping experience, 2021
- Mean pet food expenditure per pet per year: RMB3,206
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Brands Purchased
- Imported brands have higher penetration but domestic brands are rising in popularity
- Figure 50: Brands purchased for dog/cat, 2021
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- Figure 51: Brand type purchased, by spending level, 2021
- Figure 52: Top 10 selling pet food brands on Tmall in the Double 11 Event of 2020
- Imported brands vs domestic brands
- No significant differences between generations, city tiers and household income
- Figure 53: Brand type purchased, by generations, 2021
- Figure 54: Brand type purchased, by city tier, 2021
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- Figure 55: Brand type purchased, by household income, 2021
- Word of mouth and ethical promotions are imported brands’ big advantages
- Figure 56: Brand type purchased, by information channel*, 2021
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- Figure 57: Brand type purchased, by selected attitude, 2021
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- Figure 58: RedDog’s ethical promotion – DOGRUN
- Imported brands have higher penetration but domestic brands are rising in popularity
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Brand Features
- Safe and trustworthy is top priority
- Figure 59: Preferred features of brands purchased, by brands’ average, 2021
- Socially responsible differentiates imported and domestic brands
- Figure 60: Preferred features of brand purchased, by percentage points difference between imported and domestic brands*, 2021
- Livestreaming becomes more important as a PR tool
- Figure 61: Ranking of livestreaming platforms as information channel, by pet owners mentioning socially responsible, 2021
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- Figure 62: ERKE’s CEO showed up on its livestreaming room on Tmall to call for rational shopping among consumers eager to buy ERKE’s products to support the brand
- Safe and trustworthy is top priority
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Information Channel
- Professionalism is valued
- Figure 63: Pet food information channel, 2021
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- Figure 64: Information channel, by selected attitude, 2021
- Livestreaming platforms stand out for pet supplements and new staple foods
- Figure 65: Information channel, by pet supplements, 2021
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- Figure 66: Information channel, by air-dried and freeze-dried staple food, 2021
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- Figure 67: Viya, leading livestreaming e-commerce host, sells Origen cat food, 2021
- Target affluent consumers through online pet forums/communities and livestreaming platforms
- Figure 68: Information channel, by difference between high and low household income pet owners, 2021
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- Figure 69: Mean spending on pet food (RMB) and % of pet owners who spend above RMB6,000 on pet food per pet per year, by information channel, 2021
- Professionalism is valued
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Attitudes towards Pet Food
- Snacks are a must-have
- Figure 70: Attitudes towards pet food, 2021
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- Figure 71: Selected attitude towards pet food, by age, 2021
- Figure 72: Concern about common pet diseases, by attitude towards trying novel snacks, 2021
- Justified premiumisation better attracts pet owners under-30
- Figure 73: Selected attitude towards pet food, by age, 2021
- Offer easy to follow guidance for new starters
- Figure 74: Percentage points difference in attitude towards nutritional needs*, by pet-keeping experience, 2021
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- Figure 75: Attitudes towards nutritional introduction of pet food products, by knowledge of nutritional needs, 2021
- Snacks are a must-have
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Appendix – Market Size and Forecast
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- Figure 76: Total retail value sales and forecast of dog and cat food, China, 2016-2026
- Figure 77: Total retail volume sales and forecast of dog and cat food, China, 2016-2026
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Appendix – Market Segmentation
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- Figure 78: Retail value sales of dog and cat food, by segment, China, 2018-2020
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
About the report
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Market
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Consumer
Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Brand/Company
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Data
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*databooks not available with UK B2B Industry reports.
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