PetFood PRO 2/2024

SHOWCASE
Photo: AdobeStock_160540603
colorants or coloring agents and added 3
products (1 for kitten, 2 for senior cats) in
February of the current year.
The company puts big hopes on more
active promotion of its products among
Japanese customers this year, paying
a particular focus to natural, organic
products, such as Nutro, a natural pet
food, and Greenies, which provides health
value through treats.
As Nakamura believes the current trends
will continue to be observed in the market
throughout the entire 2024.
Yuho Nakamura continues:
"Similar to recent market trends, we
assume that the number of dogs will
decline and that small and ultra-small
dogs will become the norm, resulting in
lower volume, but that demand for highvalue-added
pet food will remain strong
as pets become a part of the family".
According to experts of the Japanese Pet
Food Association, the Japanese pet food
market is characterized by high level of
maturity and generally low growth rates,
being varied in the range of 2-4% in value
terms.
common pets in Japan - kept is either
flat or on the decline, while most of
local pet food companies are focusing
on developing high-priced products
with enhanced functionality and quality.
Meanwhile, the average lifespan of pets
was 14.62 years for dogs and 15.79 years
for cats.
In response to the aging of pets, the
demand for pet food is growing with the
increase of production high value-added
products for seniors, such as those for 13
years and older and those for 15 years
and older. At the same time, the market
for therapeutic foods and supplements
with nutritional balance is also expanding.
Some manufacturers have started selling
treats for cats that are gender-specific.
In the snack category, sales of products
based on the concept of dental care are
alsdo increasing.
According to producers and experts of the
Japanese Pet Food Association, currently
best-selling pet foods are shifting to
higher price ranges, while more and
more local manufacturers are focusing
Mars Pet Nutrition range in Japan
on developing products with increased
added value. At the same time the number
of health-conscious owners who are
concerned about their pets' health, and
pets' preference for gourmet food is also
growing. It is expected that the segment of
premium foods with high prices and high
profit margins will remain one of the major
drivers for growth for the entire Japanese
pet food market in the future. Finally, the
segment of super premium foods that
emphasize further differentiation such as
additive-free and non-allergenic foods will
be further growing at higher rates, that
the average growth rates of the market.
In general, according to experts of the
Association, the demand for pet food in
Japan will continue to grow, as many of
local companies launched new products
with health-conscious features such as
low-salt content. The list of major local
players includes Unicharm, Mars Japan
Limited, Nestlé Japan, and Nippon Hills
Colgate. Unicharm, the biggest national
pet food producer, is famous for its
brands such as "Gin no Spoon" and "Ainu
Genki", which are very popular among
the Japanese customers being currently
among the most renowned brands.
Technology & Marketing
The Author
Eugene Gerden is a freelance writer specializing in
pet food and animal feed.
For more information
https://petfood.or.jp/English/
message/index.html
https://www.jppma.or.jp/english/
In general, the overall value of the market
is estimated at about 400 billion yen. In
recent years there have been clear trends
of the decline of sales of dog food, with a
simultaneous growth of cat food.
According to the Pet Food Association,
the estimated number of dogs kept
in Japanese households in 2023 was
approximately 6,844 million, while
estimated number of cats owned was
approximately 9,069,000.
As experts of the Association told the
number of dogs and cats – the most
Issue 2 2024
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