Sector Trend Analysis – Pet Food Trends in Select CPTPP Markets: Vietnam, Singapore, Malaysia, Chile and Peru

Pet food market overview

In 2020, the pet care industry in the CPTPP region was valued at US$17.5 billion, with consumers spending most of that amount ($US13.7 billion) on pet food. Dog and cat food, which are the focus of this report, make up 96.4% of the pet food industry. Dog and cat food sectors in the CPTPP region are projected to grow at CAGRs of 5.3% and 4.6% respectively from 2021 to 2025.

• Pet care in the CPTPP region: US$17.5 billion
  • Pet food: US$13.7 billion
    • Dog food: US$8.1 billion
    • Cat food: US$5.1 billion
    • Other pet food: US$0.4 billion

Source: Euromonitor International, 2018

The pet food market in the CPTPP region has grown steadily, from a starting market size of US$12.3 billion in 2016 to a market size of US$13.7 billion in 2020, representing an increase by a CAGR of 2.5% (2016-2020). This sector is expected to grow to US$17.2 billion in 2025 at a CAGR of 4.9%. Vietnam, Singapore, Malaysia, Chile, and Peru, which are the focus of this report, make up 10.6% of the pet food industry in the CPTPP region in 2020 and have higher CAGRs (2016-2020) than Japan, Australia, Mexico, and New Zealand. These five emerging markets are expected to maintain their growth momentum from 2021 to 2025.

Pet population and ownership

In Vietnam, the cat and dog populations have increased by CAGRs of 6.3% and 4.4% respectively, from 2016 to 2020. The number of dogs is 23.3% higher than that of cats in 2020. The cat and dog populations will grow to 6.9 million and 7.7 million respectively in 2025.

In Singapore, the cat and dog populations have increased by CAGRs of 5.2% and 0.6% respectively, from 2016 to 2020. The number of dogs is 28.1% higher than that of cats in 2020. The cat and dog populations will grow to 93.0 thousand and 114.2 thousand respectively in 2025.

In Malaysia, the cat and dog populations have increased by CAGRs of 7.3% and 1.9% respectively, from 2016 to 2020. The number of cats is 121.4% higher than that of dogs in 2020. The cat and dog populations will grow to 1.3 million and 465.0 thousand respectively in 2025.

In Chile, the cat and dog populations have increased by CAGRs of 5.9% and 6.8% respectively, from 2016 to 2020. The number of cats is 39.2% lower than that of dogs in 2020. The cat and dog populations will grow to 3.1 million and 5.2 million respectively in 2025.

In Peru, the cat and dog populations have increased by CAGRs of 4.3% and 2.7% respectively, from 2016 to 2020. The number of cats is 45.7% lower than that of dogs in 2020. The cat and dog populations will grow to 3.1 million and 5.3 million respectively in 2025.

Vietnam experienced cat ownership growth smaller than that of dog ownership in 2020, at a CAGR of 3.7% (2.8% for dogs) from 2016 to 2020, with 2.9 million owning cats in 2016 in comparison with 3.4 million in 2020. The percentage of households owning dogs increased to 17.2% in 2020 from 16.2% in 2016, while the percentage of households owning cats increased to 12.4% in 2020 from 11.3% in 2016.

Singapore experienced cat ownership growth bigger than that of dog ownership in 2020, at a CAGR of 3.5% (2.1% for dogs) from 2016 to 2020, with 43.5 thousand owning cats in 2016 in comparison with 50.0 thousand in 2020. The percentage of households owning dogs has remained steady at 5.3% from 2016 to 2020, while the percentage of households owning cats increased slightly to 2.8% in 2020 from 2.6% in 2016.

Malaysia experienced equal growth in cat ownership and dog ownership in 2020, at a CAGR of 2.0% from 2016 to 2020, with 608.7 thousand owning cats in 2016 in comparison with 658.5 thousand in 2020. The percentage of households owning cats and dogs has remained steady in the past five years.

Chile experienced cat ownership growth bigger than that of dog ownership in 2020, at a CAGR of 4.9% (2.7% for dogs) from 2016 to 2020, with 1.2 million owning cats in 2016 in comparison with 1.4 million in 2020. The percentage of households owning dogs increased to 57.5% in 2020 from 54.8% in 2016, while the percentage of households owning cats increased to 24.0% in 2020 from 21.0% in 2016.

Peru experienced cat ownership growth slightly bigger than that of dog ownership in 2020, at a CAGR of 2.7% (2.6% for dogs) from 2016 to 2020, with 1.8 million owning cats in 2016 in comparison with 2.0 million in 2020. The percentage of households owning cats increased slightly to 22.9% in 2020 from 22.7% in 2016, while the percentage of households owning dogs increased slightly to 51.3% in 2020 from 51.1% in 2016.

Retail market size

Vietnam had the fastest pet food market growth among the five selected CPTPP markets in 2020, from a starting market size of US$29.6 million in 2016 to a market size of US$54.5 million in 2020. The projected market size for 2025 is US$94.2 million. Every category has contributed to the growth of pet foods in Vietnam and will continue to do so. In 2020, over the half of the pet food market was made up of dog food, at 57.6%, followed by cat food at 35.6%.

Chile had the largest pet food market among the five selected CPTPP markets in 2020, from a starting market size of US$758.5 million in 2016 to a market size of US$822.5 million in 2020. The projected market size for 2025 is US$1.0 billion. Every category has contributed to the growth of pet foods in Chile and will continue to do so. In 2020, over two thirds of the pet food market was made up of dog food, at 67.1%, followed by cat food at 32.3%.

Peru had the second-largest pet food market among the five selected CPTPP markets in 2020, from a starting market size of US$219.4 million in 2016 to a market size of US$274.7 million in 2020. The projected market size for 2025 is US$397.8 million. Every category has contributed to the growth of pet foods in Peru and will continue to do so. In 2020, about three quarters of the pet food market was made up of dog food, at 73.3%, followed by cat food at 23.6%.

Malaysia ranked as the third-largest pet food market among the five selected CPTPP markets in 2020, from a starting market size of US$165.1 million in 2016 to a market size of US$204.5 million in 2020. The projected market size for 2025 is US$280.4 million. Every category has contributed to the growth of pet foods in Malaysia and will continue to do so. In 2020, more than half of the pet food market was made up of cat food, at 61.2%, followed by dog food at 31.8%.

Singapore had the second-smallest pet food market among the five selected CPTPP markets in 2020, from a starting market size of US$78.0 million in 2016 to a market size of US$91.6 million in 2020. The projected market size for 2025 is US$111.9 million. Every category has contributed to the growth of pet foods in Singapore and will continue to do so. In 2020, more than half of the pet food market was made up of dog food, at 62.1%, followed by cat food at 26.2%.

Company shares

In Vietnam, 79.1% of pet food purchases were made from the top five companies in 2019: Charoen Pokphand Group, Mars Inc, Archer Daniels Midland Co, See-All Aquariums Co Ltd and Daejoo Co Ltd.

Charoen Pokphand Group and Mars Inc lost market share from 2015 to 2019, with CAGRs of −2.5% and −7.2% respectively. Whereas See-All Aquariums and See-All Aquariums gained market share from 2015 to 2019, with CAGRs of 31.6% and 21.0% respectively.

In Singapore, 55.8% of pet food purchases were made from the top five companies in 2019: Mars Inc, Nestlé SA, Colgate-Palmolive Co, WellPet LLC and Fish4Dogs Ltd. Mars Inc.

Mars, Nestlé SA and Colgate-Palmolive Co lost market share from 2015 to 2019, with CAGRs of −4.3%, −3.0% and −4.9% respectively, whereas WellPet LLC and Fish4Dogs Ltd gained market share from 2015 to 2019, with CAGRs of 3.6% and 12.2% respectively.

In Malaysia, 70.0% of pet food purchases were made from the top five companies in 2019: Mars Inc, Nestlé SA, Charoen Pokphand Group, Powerpets Food Sdn Bhd and Colgate-Palmolive Co.

Mars Inc and Nestlé SA gained market share from 2015 to 2019, with CAGRs of 0.4% and 0.7% respectively, whereas Colgate-Palmolive Co lost market share from 2015 to 2019, with a CAGR of −2.1%.

In Chile, 83.0% of pet food purchases were made from the top five companies in 2019: Empresas Carozzi SA, Nestlé SA, Mars Inc, Champion SA and Empresas Iansa SA.

Empresas Carozzi SA, Nestlé SA and Empresas Iansa SA gained market share from 2015 to 2019, with CAGRs of 0.8%, 1.8% and 3.4% respectively, whereas Mars Inc and Champion SA lost market share from 2015 to 2019, with CAGRs of −6.0% and −1.3% respectively.

In Peru, 74.9% pet food purchases were made from the top five companies in 2019: Nestlé SA, Rinti SA, Empresas Carozzi SA, Mars Inc and Colgate-Palmolive Co.

Nestlé SA and Colgate-Palmolive Co gained market share from 2015 to 2019, with CAGRs of 7.5% and 2.7% respectively, whereas Rinti SA, Empresas Carozzi SA and Colgate-Palmolive Co lost market share from 2015 to 2019, with CAGRs of −0.8%, −3.6% and −13.0% respectively.

Brand shares

In Vietnam, the top brand, SmartHeart, dominated the pet food market in 2019, with a retail sales value of US$7.4 million, followed by CP at US$7.0 million and Me-O at US$4.9 million.

In Singapore, the top brand, Hill's Science Diet, dominated the pet food market in 2019, with a retail sales value of US$6.5 million, followed by Wellness at US$4.8 million.

In Malaysia, the top brand, Whiskas, dominated the pet food market in 2019, with a retail sales value of US$21.5 million, followed by Pedigree at US$20.8 million and SmartHeart at US$17.2 million.

In Chile, the top brand, Master Dog, dominated the pet food market in 2019, with a retail sales value of US$125.9 million, followed by Champion at US$85.9 million and Pedigree at US$80.6 million.

In Peru, the top brand, Dog Chow, dominated the pet food market in 2019, with a retail sales value of US$48.3 million, followed by Ricocan at US$46.3 million and Pro Plan at US$17.2 million.

Market segmentation

Dog food

Vietnam

From 2016 to 2020, dog food sales experienced a significant increase, from US$17.5 million to US$31.4 million, with a CAGR of 15.7%. Dry dog food accounted for 93.9% of total dog food sales in 2020. All categories are forecast to grow from 2021 to 2025.

Mid-priced dry dog food was the strongest driver of overall dog food value sales. Mid-priced dry dog food had strong growth from 2016 to 2020 and is expected to continue this trend from 2021 to 2025. Mid-priced dry dog food and wet dog food recorded CAGRs of 16.7% and 13.1% respectively from 2016 to 2020. Once they enter the job market with decent professional salaries, the current main dog owners consisting of teenagers and young adults will spend more time and money on branded dog food, which expands further category development (Euromonitor, 2020).

Dog treats is expected to be the most vigorous dog food category in the next five years. The value sales of dog treats reached to $0.1 million in 2020 from $0.0 in 2016, and is forecast to reach a CAGR of 18.9% from 2021 to 2025.

Charoen Pokphand dominated dog food sales in Vietnam. Natural Core was the only player among the top five companies with a positive sale growth, with a CAGR of 8.8% from 2016 to 2020.

Singapore

From 2016 to 2020, dog food sales experienced a steady increase, from US$48.8 million to US$56.9 million, with a CAGR of 3.9%. Dry dog food accounted for 68.0% of total dog food sales in 2020. All categories are forecast to grow from 2021 to 2025. Among all dog food categories, dog treats recorded the highest value growth, with a CAGR of 6.2% from 2016 to 2020, and is expected to keep growing in the next five years.

Premium-priced dry dog food was the strongest driver of overall dog food value sales. Premium-priced dry dog food, which represented 87.3% of total dry dog food sales in 2020, had strong growth from 2016 to 2020 and is expected to continue this trend from 2021 to 2025. In the coming years, innovative pet humanization trends such as insect- and plant-based protein are expected to lead the dog food market in Singapore. Manufacturers will seek to launch more functional and natural dog food to meet dog owners' desires (Euromonitor, 2020).

Mars lost its dog food market share in Singapore but retained its lead with a 23.4% value share in 2020. Fish4Dogs experienced the highest growth among the top five companies with a CAGR of 11.4% from 2016 to 2020.

Malaysia

From 2016 to 2020, dog food sales increased, from US$52.8 million to US$65.1 million, with a CAGR of 5.4%. Dry dog food accounted for 85.6% of total dog food sales in 2020.

Premium-priced dry dog food was the key contributor of overall dog food value sales. Premium-priced dry dog food, which represented 50.4% of total dry dog food sales in 2020, had the strongest growth from 2016 to 2020 among all categories. Rising prices of imported dog food brands encouraging many pet owners to downgrade from premium wet dog food to premium dry dog food and even some economy dog food brands in order to control expenses (Euromonitor, 2020). Premium-priced dry dog food is expected to continue to grow from 2021 to 2025 as its demand is boosted by growing interest in optimum nutrition (Euromonitor, 2020).

Mars dominate dog food sales in Malaysia, posting a retail value share of 47.4% in 2020. Charoen Pokphand was the only player among the top five companies with a positive sale growth at a CAGR of 49.2% from 2016 to 2020.

Chile

From 2016 to 2020, dog food sales experienced a slow increase, from US$540.7 million to US$552.1 million, with a CAGR of 0.5%. Dry dog food accounted for 85.4% of total dog food sales in 2020. All categories, except dog mixers, are forecast to grow from 2021 to 2025.

Among all dog food categories, dog treats recorded the highest value growth with a CAGR of 10.0% from 2016 to 2020 and is expected to keep growing in the next five years. Mid-priced dry dog food, which represented 63.0% of total dry dog food sales in 2020, had decreased growth from 2016 to 2020 but will bounce back from 2021 to 2025. Premium dry dog food attracted interest, but growth was limited due to prices and limited distribution (Euromonitor, 2020).

Empresas Carozzi remained the leading player in dog food in 2020, with a 24.9% value share. Empresas Iansa experienced the highest growth among the top five companies with a CAGR of 23.7% from 2016 to 2020.

Peru

From 2016 to 2020, dog food sales increased from US$163.5 million to US$201.4 million, with a CAGR of 5.4%. Dry dog food accounted for 93.9% of total dog food sales in 2020. All categories are forecast to grow from 2021 to 2025.

Among all dog food categories, premium wet dog food recorded the highest value growth with a CAGR of 22.8% from 2016 to 2020 and is expected to keep growing in the next five years.

Mid-priced dry dog food, which represented 68.3% of total dry dog food sales in 2020, had steady growth from 2016 to 2020 and is expected to grow faster from 2021 to 2025. Most dog owners in Peru see little difference between mainstream and premium brands other than price. That explains the high value shares of mid-priced and economy dry dog food (Euromonitor, 2020).

Rinti maintained its lead in dog food with a value share of 28.7% in 2020. Nestlé experienced the highest growth among the top five companies with a CAGR of 3.7% from 2016 to 2020.

Cat food

Vietnam

Cat food grew significantly from 2016 to 2020, at a CAGR of 19.2%, and is forecast to grow at a CAGR of 18.9% between 2021 and 2025. Dry cat food accounted for 93.7% of the cat food sales in 2020 and recorded a CAGR of 19.9% from 2016 to 2020. Mid-priced dry cat food had the highest growth in the dry food category, with a CAGR of 20.5%, from 2016 to 2020 and is forecast to take the lead (CAGR of 19.8%) from 2021 to 2025.

Premium dry cat food recorded a CAGR of 16.4% from 2016 to 2020 and is expected to grow at a CAGR of 14.5% from 2021 to 2025. According to Euromonitor, "rising disposable incomes and the pet humanisation trend are likely to support further expansion in the range of premium cat food available" (Euromonitor, 2020).

The top five companies in the cat food category accounted for a 78.3% market share in retail sales in 2020. From 2016 to 2020, Daejoo Co Ltd. recorded the highest growth, with a CAGR of 9.8%, followed by CTCBIO Inc, with a CAGR of 5.7%.

Singapore

Cat food grew significantly from 2016 to 2020, at a CAGR of 11.6%, and is forecast to grow at a CAGR of 4.0% between 2021 and 2025. Dry cat food accounted for 29.0% of the cat food sales in 2020 and recorded a CAGR of 5.4% from 2016 to 2020. Premium dry cat food had the highest growth in the dry cat food category, with a CAGR of 8.4%, from 2016 to 2020 and is forecast to take the lead (CAGR of 3.3%) from 2021 to 2025.

Wet cat food accounted for 52.1% of the cat food sales in 2020 and recorded a CAGR of 13.0% from 2016 to 2020. Wet cat food sales were stimulated by higher demand for functional and natural products (Euromonitor, 2020). Cat treats and mixers recorded a CAGR of 20.5% from 2016 to 2020 and is expected to grow at a CAGR of 7.0% from 2021 to 2025.

Two leading companies, Nestlé and Mars, lost share from 2016 to 2020, declining at CAGRs of 9.3% and 9.6% respectively, while Kit Cat, Maruha Nichiro and Agras Delic continued to gain share in the same period. Consumers in Singapore are more sophisticated when buying cat food and less brand conscious, shifting towards new brands like Kit Cat, which incorporate affordability, innovative and functional ingredients and are packaged in convenient pack types (Euromonitor, 2020).

Malaysia

Cat food grew at a CAGR of 8.6% from 2016 to 2020, and is forecast to grow at a CAGR of 11.4% between 2021 and 2025. Dry cat food accounted for 66.0% of the cat food sales in 2020 and recorded a CAGR of 12.0% from 2016 to 2020. Economy dry cat food had the highest growth in the dry food category, with a CAGR of 10.4%, from 2016 to 2020 and is forecast to take the lead (CAGR of 13.5%) from 2021 to 2025. According to Euromonitor, "innovation is helping to sustain growth within premium dry cat food, with better nutrition and veterinary care resulting in Malaysia's cat population living ever-longer" (Euromonitor, 2020).

Cat treats and mixers recorded a CAGR of 23.0% from 2016 to 2020 and is expected to grow at a CAGR of 10.1% from 2021 to 2025. This increase is boosted by cat owners' rising demand for indulgent treats and bonding opportunities (Euromonitor, 2020).

The top five companies in the cat food category accounted for a 77.6% market share in retail sales in 2020. From 2016 to 2020, Mars recorded the highest growth, with a CAGR of 1.7%, followed by Charoen Pokphand, with a CAGR of 1.1%.

Chile

Cat food grew at a CAGR of 9.9% from 2016 to 2020, and is forecast to grow at a CAGR of 9.2% between 2021 and 2025. Dry cat food accounted for 76.5% of the cat food sales in 2020 and recorded a CAGR of 7.8% from 2016 to 2020. Premium dry cat food had the highest growth in the dry cat food category, with a CAGR of 27.5%, from 2016 to 2020 and is forecast to take the lead (CAGR of 12.5%) from 2021 to 2025. However, Euromonitor reported that "limited availability continues to hinder the uptake of premium cat food, with these products mainly sold via pet shops and veterinary clinics within store-based retailing" (Euromonitor, 2020).

The top five companies in the cat food category accounted for an 87.1% market share in retail sales in 2020. Nestlé dominated market share of cat food in 2020. From 2016 to 2020, Mars recorded the highest growth, with a CAGR of 4.8%, followed by Empresas Carozzi, with a CAGR of 1.7%.

Peru

Cat food grew at a CAGR of 10.6% from 2016 to 2020, and is forecast to grow at a CAGR of 7.3% between 2021 and 2025. Dry cat food accounted for 87.9% of the cat food sales in 2020 and recorded a CAGR of 10.7% from 2016 to 2020. Premium dry cat food had the highest growth in the dry cat food category, at a CAGR of 14.5%, from 2016 to 2020 and is forecast to take the lead (CAGR of 8.6%) from 2021 to 2025. Continued high increase of the pet cat population would be the key sales driver for cat food (Euromonitor, 2020).

The top five companies in the cat food category accounted for an 80.4% market share in retail sales in 2020. From 2016 to 2020, Rintu recorded the highest growth, with a CAGR of 3.6%, followed by Nestlé, with a CAGR of 3.3%. According to Euromonitor, "the domestic company Rintisa, has maintained its leading position on the strength of ability to charge lower prices than its competitors and to its wide distribution, local brand recognition and continuous efforts to broaden its product range in line with trends set by the multinational brands such as Whiskas, Friskies and Cat Chow" (Euromonitor, 2020).

Distribution channels

Vietnam

In 2020, grocery retailers (16.3%) and non-grocery specialists such as pet shops (72.8%) sold most of the pet products (89.1%) in Vietnam. Pet shops remained the dominant sale distribution channel for dog and cat food, with supermarkets and veterinary clinics also being reasonably important distribution channels, while traditional grocery retailers continued to struggle. E-commerce continued to gain share with a CAGR of 7.7% from 2016 to 2020.

Singapore

In 2020, grocery retailers (22.4%) and non-grocery specialists such as pet shops (51.7%) sold most of the pet products in Singapore. Pet shops remained the dominant sale distribution channel for dog and cat food. E-commerce won share from pet shops and supermarkets, with a CAGR of 26.0% from 2016 to 2020.

Malaysia

In 2020, grocery retailers (52.7%) and non-store retailing such as e-commerce (18.6%) sold most of the pet products in Malaysia. As pet shops and pet superstores become increasingly competitive and hypermarkets and supermarkets impose high listing fees for distribution (Euromonitor, 2020), e-commerce won share from them with a CAGR of 56.5% from 2016 to 2020.

Chile

In 2020, grocery retailers (76.2%) and non-grocery specialists such as pet shops (8.9%) sold most of the pet products in Chile. Despite the fast growth of e-commerce, pet shops saw an increasing share of distribution, from 6.6% in 2016 to 8.9% in 2020, as more consumers looked for specialist advice and more premium products (Euromonitor, 2020).

Peru

In 2020, grocery retailers (84.1%) and non-retail channels such as veterinary clinics (9.3%) sold most of the pet products in Peru. Distribution of pet food through e-commerce posted the highest growth, with a CAGR of 65.5%.

Trade overview and opportunities for Canada

Vietnam imported US$29.2 million worth of pet food from the world in 2020. In terms of value, each of the top five exporting countries have experienced growth in their exports to Vietnam. Canada, the 14th-largest pet food exporter to Vietnam, recorded a CAGR of 47.7% from 2016 to 2020 and accounted for 0.3% of the world's pet food exports to Vietnam in 2020.

In 2020, Canada's exports of pet food to Vietnam were valued at US$93,465. From 2016 to 2020, two Canadian provinces exported pet food to Vietnam, with British Columbia taking the lead at US$93,408, which accounted for 99.9% of Canada's total pet food exports to Vietnam in 2020.

Singapore imported US$52.3 million worth of pet food from the world in 2020. In terms of value, each of the top five exporting countries have experienced growth in their exports to Singapore. Canada, the third-largest pet food exporter to Singapore, recorded a CAGR of 10.1% from 2016 to 2020 and accounted for 6.5% of the world's pet food exports to Singapore in 2020.

In 2020, Canada's exports of pet food to Singapore were valued at US$3.2 million. From 2016 to 2020, six Canadian provinces exported pet food to Singapore, with Ontario taking the lead at US$1.0 million, which accounted for 31.1% of Canada's total pet food exports to Singapore in 2020. In second place was Alberta (US$992,267). Ontario also recorded the highest CAGR, 40.0%, for pet food exports to Singapore from 2016 to 2020. Quebec was the only province that had a negative CAGR, −5.7%, from 2016 to 2020.

Malaysia imported US$188.5 million worth of pet food from the world in 2020. In terms of value, each of the top five exporting countries, except the U.S, have experienced growth in their exports to Malaysia. Canada, the 15th-largest pet food exporter to Malaysia, recorded a CAGR of −23.6% from 2016 to 2020 and accounted for 0.4% of the world's pet food exports to Malaysia in 2020.

In 2020, Canada's exports of pet food to Malaysia were valued at US$960,184. From 2016 to 2020, five Canadian provinces exported pet food to Malaysia, with Ontario taking the lead at US$540,079, which accounted for 56.2% of Canada's total pet food exports to Malaysia in 2020. In second place was Alberta (US$169,840).

Chile imported US$112.2 million worth of pet food from the world in 2020. In terms of value, each of the top five exporting countries, except Argentina, have experienced growth in their exports to Chile. Canada, the eighth-largest pet food exporter to Chile, recorded a CAGR of 55.7% from 2016 to 2020 and accounted for 1.9% of the world's pet food exports to Chile in 2020.

In 2020, Canada's exports of pet food to Chile were valued at US$3.1 million. From 2016 to 2020, five Canadian provinces exported pet food to Chile, with Ontario taking the lead at US$1.6 million, which accounted for 51.8% of Canada's total pet food exports to Chile in 2020. In second place was Quebec (US$932,602).

Peruimported US$34.5 million worth of pet food from the world in 2020. In terms of value, each of the top five exporting countries, except Brazil, have experienced growth in their exports to Peru. Canada, the sixth-largest pet food exporter to Chile, recorded a CAGR of −0.1% from 2016 to 2020 and accounted for 3.6% of the world's pet food exports to Peru in 2020.

In 2020, Canada's exports of pet food to Chile were valued at US$1.1 million. From 2016 to 2020, five Canadian provinces exported pet food to Peru, with Ontario taking the lead at US$901,232, which accounted for 78.2% of Canada's total pet food exports to Peru in 2020. In second place was Quebec (US$241,062). Quebec also recorded the highest CAGR, 94.8%, for pet food exports to Peru from 2016 to 2020.

AgriMarketing Program

Many Canadian companies, some of which were small and medium-sized enterprises (SMEs), were unaware of the AgriMarketing Program. It is a Canadian government grant designed to support export expansion projects undertaken by agri-food and beverage companies. The program was designed to offset a portion of eligible expenses to help SMEs reach export markets and execute strategic marketing projects such as participation in trade shows or government-led trade missions. As part of the Canadian Agricultural Partnership (CAP), the AgriMarketing Program will provide support to agri-food and beverage companies through 2023. Interested Canadian SMEs are encouraged to apply for this grant/funding.

Product launch analysis

Vietnam

Between January 2016 and December 2020, 393 pet food products were launched in Vietnam. The top categories of pet food products offered were dog snacks and treats, cat food wet, cat snacks and treats, dog food dry, and cat food dry. The top claims (may contain more than one claim per package) were teeth and tartar prevention, vitamin/mineral fortified, pet - adult, functional pet - digestion and skin and coat. The top five companies were Mars, Jiangxi Welton, Nestlé Purina, Perfect Companion and Royal Canin. The top ingredients identified were minerals, food acids, vitamins, vitamin E and salt.

Product examples – Vietnam

Singapore

Between January 2016 and December 2020, 216 pet food products were launched in Singapore. The top categories of pet food products offered were cat food wet, dog snacks and treats, cat food dry, cat snacks and treats, and dog food wet. The top claims (may contain more than one claim per package) were pet - adult, no additives/preservatives, low/no/reduced allergen, vitamin/mineral fortified, and skin and coat. The top five companies were Nestlé Purina, Mars, Fish4Dogs, Perfect Companion, and PLB. The top ingredients identified were food acids, vitamin E, vitamins, minerals, and vitamin A.

Product examples – Singapore

Malaysia

Between January 2016 and December 2020, 251 pet food products were launched in Malaysia. The top categories of pet food products offered were cat food wet, dog snacks and treats, dog food wet, cat food dry, and cat snacks and treats. The top claims (may contain more than one claim per package) were vitamin/mineral fortified, no additives/preservatives, free from added/artificial preservatives, pet - adult, and low/no/reduced allergen. The top five companies were Mars, Perfect Companion, Fish4Dogs, PLC, and Tropical Canning. The top ingredients identified were minerals, vitamins, food colours, chicken meat, and vitamin E.

Product examples – Malaysia

Chile

Between January 2016 and December 2020, 169 pet food products were launched in Chile. The top categories of pet food products offered were dog snacks and treats, dog food wet, cat food wet, dog food dry, and cat snacks and treats. The top claims (may contain more than one claim per package) were pet - adult, teeth and tartar prevention, premium, social media, and vitamin/mineral fortified. The top five companies were Nestlé Purina, Champion, Carozzi, Buddy Pet, and Foshan Phoenix. The top ingredients identified were salt, food colours, food acids, chicken meat, and vitamin E.

Product examples – Chile

Peru

Between January 2016 and December 2020, 258 pet food products were launched in Peru. The top categories of pet food products offered were dog snacks and treats, dog food dry, dog food wet, cat food wet, and cat food dry. The top claims (may contain more than one claim per package) were pet - adult, other (functional pet), vitamin/mineral fortified, skin and coat, and teeth and tartar prevention. The top five companies were Rinti, Nestlé, Nestlé Purina PetCare, MasterFoods, and Brit-Vafo Praha. The top ingredients identified were salt, vitamin E, riboflavin, folic acid, and niacin.

Product examples – Peru

For more information

The Canadian Trade Commissioner Service:

International Trade Commissioners can provide Canadian industry with on-the-ground expertise regarding market potential, current conditions and local business contacts, and are an excellent point of contact for export advice.

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Resources

• Euromonitor, May 2020, Dog food in Vietnam
• Euromonitor, May 2020, Cat food in Vietnam
• Euromonitor, May 2020, Dog food in Singapore
• Euromonitor, May 2020, Cat food in Singapore
• Euromonitor, May 2020, Dog food in Malaysia
• Euromonitor, May 2020, Cat food in Malaysia
• Euromonitor, May 2020, Dog food in Chile
• Euromonitor, May 2020, Cat food in Chile
• Euromonitor, May 2020, Dog food in Peru
• Euromonitor, May 2020, Cat food in Peru
• Global Trade Tracker, 2021
• Mintel, 2021

Sector Trend Analysis – Pet Food Trends in Select CPTPP Markets: Vietnam, Singapore, Malaysia, Chile and Peru
Global Analysis Report

Prepared by: Zhiduo Wang, Market Analyst

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