泰國寵物看護用品市場 是由出版商Euromonitor International在2010年10月所出版的。
這份英文市場調查報告書價格從美金1900起跳。
Abstract
This Euromonitor market report provides market trend and market growth
analysis of the Pet Care industry in Thailand. With this market report, you' ll
be able to explore in detail the changing shape and potential of the industry.
You will now be able to plan and build strategy on real industry data and
projections.
The Pet Care in Thailand market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Pet Care in Thailand?
- What are the major brands in Thailand?
- How did the downturn affect pet care spending?
- Which is the best-performing category within pet care?
- Which is the fastest-growing pet food manufacturer?
- How have pet specialists fared in recent years?
- What are growth prospects for pet care in the next 5 years?
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and
supply functions
EXECUTIVE SUMMARY
Stronger value growth in mid-priced and premium brands despite economy downturn in 2009/10
Due to the rising cost of raw materials, the retail prices of the majority of
premium and mid-priced brands of dog and cat food in Thailand increased during
2009/10 across all distribution channels. Perfect Companion Co Ltd decided to
increase the unit price of its economy cat food brand, Me-O, repositioning
Me-O as a mid-priced brand, competing with Whiskas and Friskies. As a result,
value growth in pet care was faster than volume growth during 2009/10. Despite
the economic downturn hitting Thailand hard in 2009/10, with consumer spending
much weaker as a result, sales of pet care were unaffected. This is largely
thanks to the rising pet population nationwide, in addition to the rising
standard of pet care in Thailand, which is following trends in human food such
as the incorporation of more premium ingredients or functional ingredients
e.g. L-Carnitine.
Pet food consumption shifts in economic recession; prepared pet food gap widens
The gap between unprepared and prepared pet food widened in Thailand during
2009/10. The main contributing factor was the rising cost of unprepared pet
food, which in 2009/10 became more expensive than the available economy brands
and private label pet food. A number of Thai pet owners are switching from
unprepared pet food to packaged prepared pet food, especially super economy
and economy brands, in order to save on pet expenses as well as take advantage
of the greater convenience of prepared pet food. Super economy brands of pet
food in Thailand are mostly available through pet shops and pet superstores.
Multinational players continue to dominate pet care in Thailand
Multinational players Mars Thailand Inc and Nestle Purina PetCare Co continued
to dominate pet care in Thailand during 2009/10. However, the brands of these
multinational players are coming under increasing threat from domestic pet
food players such as Perfect Companion Co Ltd, Betagro Agro Group PCL and Thai
Union Frozen Products PCL, all of which are gaining value share by positioning
their products as mid-priced and economy brands in fast-growing subcategories.
These domestic companies are also attracting consumers with through new
product innovation, with premium grade ingredients and affordable retail
pricing for their mid-priced ranges.
Supermarkets/hypermarkets remains the leading distribution channel
Supermarkets/hypermarkets maintained its leading position among distribution
channels for pet care in Thailand. Thanks to the wide diversity in terms of
products available in one-stop-shopping grocery outlets such as
supermarkets/hypermarkets, Thai consumers prefer to buy pet care, especially
pet food, through this channel. Nevertheless, non-grocery retailers such as
pet shops and pet superstores are also gaining in distribution value share by
offer pet food brands in all price segments from super economy to premium,
many of which are not available through any other distribution channels.
Health and wellness trend drives pet food premiumisation
The health and wellness trend is becoming more important in Thailand, and is
influencing sales of pet food, particularly premium and imported brands. The
development of products specific to pets' life stages are now available across
price platform subcategories from economy to premium, and even private label
pet food ranges now include products which offer functional benefits for
different life stages. Examples of age specific private label pet food
products include Tesco Puppy and Tesco Adult. Furthermore, some imported and
premium dog and cat food brands are now adding functional, nutritional
ingredients and vitamins similar to those used for human food such as omega 3,
omega 6, vitamin E and fish oils, all of which offer better nutrition and
value added health benefits.
Table of Contents
Pet Care in Thailand - Industry Overview
EXECUTIVE SUMMARY
- Stronger value growth in mid-priced and premium brands despite economy
downturn in 2009/10
- Pet food consumption shifts in economic recession; prepared pet food gap
widens
- Multinational players continue to dominate pet care in Thailand
- Supermarkets/hypermarkets remains the leading distribution channel
- Health and wellness trend drives pet food premiumisation
KEY TRENDS AND DEVELOPMENTS
- Packaging innovation causes excitement and greater demand for pet food
- Private label products provide greater competition for other branded pet
food
- Rising cost of raw materials continues to boost retail price of pet food
- Multinational brands faced with tougher competition from the new products
of domestic brands
- Pet humanisation drives growth in premium brands as well as grooming and
healthcare services
MARKET INDICATORS
MARKET DATA
DEFINITIONS
- Summary 1. Research Sources
Pet Care in Thailand - Company Profiles
Betagro Agro Group PCL - Pet Care - Thailand
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 4. Summary Betagro Agro Group PCL: Competitive Position 2009
Manoon Pet Shop Co Ltd - Pet Care - Thailand
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- Chart 1. Manoon Pet Shop Co Ltd: Manoon Pet Shop in Rangsit, Klong 3,
Prathumthani
- Chart 2. Manoon Pet Shop Co Ltd: Manoon Pet Shop in Rangsit, Klong 3,
Prathumthani
- PRIVATE LABEL
- COMPETITIVE POSITIONING
- Summary 7. Manoon Pet Shop Co Ltd: Competitive Position 2009
Perfect Companion Co Ltd - Pet Care - Thailand
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 10. Perfect Companion Co Ltd: Competitive Position 2009
Thai Union Frozen Products PCL - Pet Care - Thailand
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 13. Summary Thai Union Frozen Products PCL: Competitive
Position 2009
Cat Food in Thailand - Category Analysis
HEADLINES
TRENDS
- Cat food posted value growth of 11% in 2010. Cat food is growing at a
similar rate to dog food, although it is rising from a smaller base. Due to
the rising cost of raw materials, the retail prices of premium cat food and
mid-priced cat food increased across all distribution channels during 2009/10.
More importantly, the economy cat food brand Me-O shifted price platform in
2009 and is now positioned in mid-priced cat food. The shift of Me-O
contributed to the extremely robust growth in mid-priced cat food during 2009.
COMPETITIVE LANDSCAPE
- The competitive landscape for cat food in Thailand is developing towards
more intense competition among multinational and domestic firms. Multinational
players accounted for 54% of value sales in 2009, with the majority of
multinational brands present in premium cat food and mid-priced cat food.
Value growth in these subcategories was much stronger than volume growth
during the review period. Domestic cat food firms and private label cat food
dominated economy cat food market, in which volume growth was recorded as
being closer to value growth during the review period.
PROSPECTS
- Cat food is expected to increase in constant value by 8% CAGR over the
forecast period, rising to Bt2.7 billion in 2015. Dry cat food is projected to
post stronger growth than wet cat food in both value and volume terms over the
forecast period. In addition, more fragmentation in terms of brand shares is
expected in economy dry cat food, which is largely distributed through pet
specialist non-grocery retail outlets, in competition with private label cat
food, which is available in supermarkets/hypermarkets.
CATEGORY INDICATORS
CATEGORY DATA
Dog Food in Thailand - Category Analysis
HEADLINES
TRENDS
- Dog food achieved healthy value growth of 12% in 2010. The pet
humanisation trend is driving demand for premium dog food, especially imported
brands while local dog food manufacturers are responding to the tightening of
dog food expenditure during the economic slowdown in 2009/10 by launching more
economy and super economy brands of dog food, which are mostly distributed
through pet shops and pet superstores.
COMPETITIVE LANDSCAPE
- The competitive landscape in dog food category is developing towards more
intense competition among both multinational and domestic players.
Multinational companies dominate dog food in Thailand, holding the largest
value shares in mid-priced dog food and premium dog food, in which value
growth is stronger than volume growth. On the other hand, domestic firms and
private label retailers dominate economy dog food, in which volume growth came
increasingly close to value growth during the review period.
PROSPECTS
- Dog food is expected to increase in constant value by 8% CAGR over the
forecast period, rising to Bt12.9 billion in 2015. Dry dog food is expected to
increase at a faster rate in both constant value and volume terms than wet dog
food. In addition, more fragmentation is expected over the forecast period in
the brand shares in economy dry dog food, which is predominantly distributed
through pet specialist non-grocery retailers such as pet shops and pet
superstores. Branded products will face increasing competition from private
label dog food sold in supermarkets/hypermarkets.
CATEGORY DATA
CATEGORY INDICATORS
CATEGORY DATA
Other Pet Food in Thailand - Category Analysis
HEADLINES
TRENDS
- Other pet food increased by 5% in 2010 as fish food posted the highest
value growth, rising by in value by 7%. In 2010, bird food posted value growth
of 3% for the second year running, indicating that demand for bird food had
largely recovered from the fear of avian flu which led to sales dipping in
2008. Small mammal/reptile food remained the smallest other pet food
subcategory in Thailand during 2010, rising by 6% in value.
COMPETITIVE LANDSCAPE
- Other pet food remained a fragmented category in Thailand during 2009,
with a limited number of leading brands heading a very diverse field of small
local players. Perfect Companion Group Co Ltd is the leading manufacturer for
bird and rabbit food through its brands CP, Buddy and Briter Bunny. Fish food
is less segmented, with the leading domestic brands Sakura, CP, Buddy and
Hunter accounting for the vast majority of value sales. The competitive
positioning of the leading brands in other pet food is not expected to change
significantly over the forecast period.
PROSPECTS
- Other pet food is expected to increase in constant value by 3% and volume
by 2% over the forecast period, rising to constant value sales of Bt1.3
billion in 2015. Fish food is expected to post the highest growth, rising in
constant value by 7% CAGR over the forecast period.
CATEGORY INDICATORS
CATEGORY DATA
Pet Products in Thailand - Category Analysis
HEADLINES
TRENDS
- Pet products in Thailand continued to achieve healthy growth rates during
2010. As the pet humanisation trend is becoming increasingly obvious in
Thailand, demand for pet products is gradually increasing, supported by the
willingness of Thai pet lovers to spend ever increasing sums on the wellbeing
of their pets, purchasing pet products such as pet accessories, pet
healthcare, pet grooming services and other pet products. The growth in pet
products is in line with the overall growth being registered in pet food and
pet care in general.
COMPETITIVE LANDSCAPE
- Pet products remained a fragmented category throughout the review period,
with others accounting for 91% of value sales in 2009. As brand loyalty is
relatively low in pet products, price competition and discounting is widely
implemented by both manufacturers and pet specialist non-grocery retailers.
However, many imported premium pet products are offered at considerably higher
retail prices.
PROSPECTS
- Pet products is expected to increase in constant value by 11% CAGR over
the forecast period, rising to Bt1.5 billion in 2015. Pet healthcare is
predicted to post the highest growth, increasing by 12% CAGR in constant
value, supported by the growing retail sales of Merial Ltd, with the company' s
flea/tick treatments mainly distributed through pet specialist non-grocery
retailers such as pet shops and pet superstores.
CATEGORY DATA
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