Table of Contents
Pet Care in Singapore - Industry Overview
EXECUTIVE SUMMARY
Positive economic climate encourages consumer spending
Consumers show a growing fondness for smaller pets
Consumer preference continues to lean towards global and imported brands
The expansion of chained pet shops continues
Optimistic forecast for pet care
KEY TRENDS AND DEVELOPMENTS
Cultural influences impact Singapore’s pet care market
Animal cruelty drives increased efforts by the authorities and the SPCA to ensure the welfare of pets
More consumers turn to pets for companionship and regard them as family
Pets which need less space and maintenance are favoured
The rapid expansion of chained pet shops continues
MARKET INDICATORS
Table 1 Pet Populations 2006-2011
MARKET DATA
Table 2 Sales of Pet Care by Category: Volume 2006-2011
Table 3 Sales of Pet Care by Category: Value 2006-2011
Table 4 Sales of Pet Care by Category: % Volume Growth 2006-2011
Table 5 Sales of Pet Care by Category: % Value Growth 2006-2011
Table 6 Pet Food Company Shares 2006-2010
Table 7 Pet Food Brand Shares 2007-2010
Table 8 Dog and Cat Food Company Shares 2006-2010
Table 9 Dog and Cat Food Brand Shares 2007-2010
Table 10 Penetration of Private Label by Category 2006-2010
Table 11 Sales of Dog and Cat Food by Distribution Format: % Analysis 2006-2011
Table 12 Sales of Dog and Cat Food by Category and Distribution Format: % Analysis 2011
Table 13 Sales of Pet Care by Distribution Format: % Analysis 2006-2011
Table 14 Sales of Pet Care by Category and Distribution Format: % Analysis 2011
Table 15 Forecast Sales of Pet Care by Category: Volume 2011-2016
Table 16 Forecast Sales of Pet Care by Category: Value 2011-2016
Table 17 Forecast Sales of Pet Care by Category: % Volume Growth 2011-2016
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2011-2016
DEFINITIONS
Summary 1 Research Sources
Pet Care in Singapore - Company Profiles
Link 2 Link Asia Pacific Pte Ltd in Pet Care (Singapore)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Pet Lovers Centre Pte Ltd in Pet Care (Singapore)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
Chart 1 Pet Lovers Centre Pte Ltd: Pet Lovers Centre in Singapore
Chart 2 Pet Lovers Centre Pte Ltd: The Pet Safari in Singapore
PRIVATE LABEL
Summary 5 Pet Lovers Centre Pte Ltd: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 6 Pet Lovers Centre Pte Ltd: Competitive Position 2010
Pets' Station Holding Pte Ltd in Pet Care (Singapore)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Qian Hu Corp Ltd in Pet Care (Singapore)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Qian Hu Corp Ltd: Competitive Position 2010
Cat Food in Singapore - Category Analysis
HEADLINES
TRENDS
In Singapore, consumers continued to treat their pets as part of the family in 2011. With pet owners becoming more health-conscious in their personal dietary options, they were also willing to spend more on nutritional cat food which benefited the wellbeing of their beloved pet cats. With positive real GDP growth of 5% in 2011, consumer sentiment remained positive and confident. Therefore, cat food is expected to experience robust current value growth of 4% to reach S$18 million in 2011.
COMPETITIVE LANDSCAPE
In view of the fact that there were no significant new entrants in cat food in 2010 and 2011, the competitive landscape is unlikely to experience radical changes in 2011. Leading brands such as Friskies, Whiskas and Fancy Feast are expected to continue dominating cat food in Singapore. Key reasons for this are the high degree of brand awareness, consumers’ brand-loyalty and well-established retail distribution.
PROSPECTS
Over the forecast period the population of cats is expected to increase steadily to 51,000 in 2016. The number of cats in Singapore is anticipated rise continuously as cats remain a popular choice of pet and a good source of companionship. Therefore, a positive constant value CAGR of 1% is predicted over the forecast period 2011-2016. Whilst positive, the forecast is dampened by the impending threat of economic instability, which came about during 2011.
CATEGORY INDICATORS
Table 19 Cat Owning Households: % Analysis 2006-2011
Table 20 Cat Population 2006-2011
Table 21 Cat Food Prepared vs Non-prepared Gap: % Analysis 2006-2011
CATEGORY DATA
Summary 11 Cat Food by Price Band 2010
Table 22 Sales of Cat Food by Category: Volume 2006-2011
Table 23 Sales of Cat Food by Category: Value 2006-2011
Table 24 Sales of Cat Food by Category: % Volume Growth 2006-2011
Table 25 Sales of Cat Food by Category: % Value Growth 2006-2011
Table 26 Sales of Premium Cat Food by Category: Value 2006-2011
Table 27 Cat Food Company Shares 2006-2010
Table 28 Cat Food Brand Shares 2007-2010
Table 29 Forecast Sales of Cat Food by Category: Volume 2011-2016
Table 30 Forecast Sales of Cat Food by Category: Value 2011-2016
Table 31 Forecast Sales of Cat Food by Category: % Volume Growth 2011-2016
Table 32 Forecast Sales of Cat Food by Category: % Value Growth 2011-2016
Dog Food in Singapore - Category Analysis
HEADLINES
TRENDS
The trend of consumers treating their dogs as part of the family continued in 2011. As pet owners became more health-conscious in their own dietary options, they were also willing to pay more for nutritional dog food which benefited their beloved pet dogs. With real GDP growth standing at 5% in 2011, consumer sentiment remained positive and confident. Therefore, dog food is expected to experience dynamic current value growth of 6% to reach S$53 million in 2011.
COMPETITIVE LANDSCAPE
With a lack of significant new entrants in dog food in Singapore in 2010 and 2011, the competitive landscape in dog food is unlikely to undergo radical changes in 2011. The leading brands, including Hill’s Science Diet, Eukanuba and Pedigree, are expected to continue dominating dog food in Singapore. This is supported by the trusted quality of their products, consumers’ brand-loyalty and their strong retail distribution.
PROSPECTS
As consumers in Singapore are likely to become more occupied with work and have less time to prepare food for their dogs, the convenience of prepared dog food will be a significant benefit. Therefore, moving into the forecast period, an increasing number of consumers are expected to switch from non-prepared to prepared dog food. In addition, in anticipation that consumers will increasingly treat their pets as family members, the budget allocated to dogs is likely to rise. Therefore, a constant value CAGR of 3% is predicted over the forecast period 2011-2016.
CATEGORY INDICATORS
Table 33 Dog Owning Households: % Analysis 2006-2011
Table 34 Dog Population 2006-2011
Table 35 Dog Food Prepared vs Non-prepared Gap: % Analysis 2006-2011
CATEGORY DATA
Summary 12 Dog Food by Price Band 2010
Table 36 Sales of Dog Food by Category: Volume 2006-2011
Table 37 Sales of Dog Food by Category: Value 2006-2011
Table 38 Sales of Dog Food by Category: % Volume Growth 2006-2011
Table 39 Sales of Dog Food by Category: % Value Growth 2006-2011
Table 40 Sales of Premium Dog Food by Category: Value 2006-2011
Table 41 Dog Food Company Shares 2006-2010
Table 42 Dog Food Brand Shares 2007-2010
Table 43 Dog Treats Brand Shares 2007-2010
Table 44 Forecast Sales of Dog Food by Category: Volume 2011-2016
Table 45 Forecast Sales of Dog Food by Category: Value 2011-2016
Table 46 Forecast Sales of Dog Food by Category: % Volume Growth 2011-2016
Table 47 Forecast Sales of Dog Food by Category: % Value Growth 2011-2016
Other Pet Food in Singapore - Category Analysis
HEADLINES
TRENDS
With reference to the Chinese zodiac, the lunar year of 2011 was the year of the rabbit. Therefore, in Singapore, where the majority of the population is ethnically Chinese, some consumers were encouraged to own a rabbit. This sparked positive growth in the population of small mammals, which is expected to increase from 79,300 in 2010 to 81,000 in 2011. In turn, this is expected to drive robust current value growth of 6% in sales of small mammal/reptile food in 2011; two percentage points faster than the growth in 2010.
COMPETITIVE LANDSCAPE
With a lack of significant new entrants in other pet food in 2010 and 2011, the competitive landscape in other pet food is unlikely to experience radical changes in 2011. Leading brands such as Ocean Free in fish food and Marukan in small mammal food are experienced to continue to lead other pet food in Singapore due to their trusted quality and strong retail distribution.
PROSPECTS
In comparison with dogs and cats, small mammals require less space and less maintenance. Therefore, increasingly busy consumers in Singapore are being drawn to selecting small mammals as their choice of pets. Over the forecast period small mammals are predicted to grow in number, reaching 88,500 in 2016. Whilst small mammals do not consume a lot of food in volume terms, the unit prices of food and treats are relatively high. This represents attractive returns for manufacturers, and is a potential area to tap into. Small mammal/reptile food is expected to see a healthy CAGR of 2% in constant value terms in the forecast period.
CATEGORY INDICATORS
Table 48 Other Pet Population 2006-2011
CATEGORY DATA
Table 49 Sales of Other Pet Food by Category: Volume 2006-2011
Table 50 Sales of Other Pet Food by Category: Value 2006-2011
Table 51 Sales of Other Pet Food by Category: % Volume Growth 2006-2011
Table 52 Sales of Other Pet Food by Category: % Value Growth 2006-2011
Table 53 Bird Food Brand Shares 2007-2010
Table 54 Fish Food Brand Shares 2007-2010
Table 55 Small Mammal/Reptile Food Food Brand Shares 2007-2010
Table 56 Forecast Sales of Other Pet Food by Category: Volume 2011-2016
Table 57 Forecast Sales of Other Pet Food by Category: Value 2011-2016
Table 58 Forecast Sales of Other Pet Food by Category: % Volume Growth 2011-2016
Table 59 Forecast Sales of Other Pet Food by Category: % Value Growth 2011-2016
Pet Products in Singapore - Category Analysis
HEADLINES
TRENDS
As the economy in Singapore enjoyed a year of solid performance, with real GDP growth of 5% in 2011, more consumers demonstrated a growing willingness to pamper their pets and provide them with better healthcare. This strengthening trend of humanisation continued beyond 2010, and rose in prominence within Singapore in 2011. Consequently, pet products is expected to enjoy dynamic current value growth of 5% to reach S$21 million in 2011.
COMPETITIVE LANDSCAPE
With no significant new entrants in pet products in 2010 and 2011, the highly fragmented and competitive landscape is unlikely to experience radical changes in 2011. Leading brands such as Frontline, Breeders Celect and Ocean Free are expected to continue to lead pet products in Singapore due to their trusted and reliable product quality, well-established brand reputation and extensive retail distribution.
PROSPECTS
The pet population in Singapore is projected to rise from 794,900 in 2011 to 824,600 in 2016. A greater number of pets is expected to lead to higher demand for pet products. In addition, as consumers become more educated with regard to pet healthcare, it is expected that more will purchase pet healthcare products and pet dietary supplements to provide better care for their pets. With the above contributory factors, a positive constant value CAGR of 2% is anticipated over the forecast period.
CATEGORY DATA
Table 60 Sales of Pet Products by Category: Value 2006-2011
Table 61 Sales of Pet Products by Category: % Value Growth 2006-2011
Table 62 Sales of Pet Healthcare by Type: % Value Breakdown 2006-2011
Table 63 Forecast Sales of Pet Products by Category: Value 2011-2016
Table 64 Forecast Sales of Pet Products by Category: % Value Growth 2011-2016