In the past TOPS Expo, Xiaobian had talked with a number of brand leaders, and in the process, Xiaobian got a very interesting reply, "The domestic volume does not move, go to the Southeast Asian market to give it a try".
Indeed, since 2023, the Southeast Asian market has become particularly hot, and more Southeast Asian buyers and importers can be seen in various trade occasions. At the same time, some forward-looking domestic enterprises have taken the lead in Southeast Asia to carry out the layout of the supply chain, laying the foundation for maintaining the stable development of export trade.
For example, the pet industry has reported that Yihe will sell cat litter to Southeast Asia, small pet, catlink will regard Southeast Asia as an important overseas market, and Hupu Design is also digging deep into the Southeast Asian market this year, these domestic brands have entered Southeast Asia, which has also made great changes in the pet market in the region, and the way local consumers raise pets has also changed from the previous extensive pet raising to refined pet raising, followed by a wave of shopping demand.
Recently, Hugo cross-border and Magic Mirror Insight jointly conducted data analysis of pet categories for the Southeast Asian market, and it can be seen in the data that in terms of live, in addition to the main dogs and cats, birds and aquariums are also gradually emerging in Southeast Asia, and the track categories are becoming more and more abundant;
The data statistics are February 2024, and the data comes from the six major sites of Lazada in Southeast Asia, and the data is as follows:
The fast-growing Southeast Asian market
It is very similar to the early stage of the development of the domestic pet industry
Some people say that the current pet market in Southeast Asia, very similar to the previous Chinese pet market, both markets are growing rapidly, however, affected by religious beliefs, there are great differences in pet raising in Southeast Asia, such as the Philippines dog families accounted for up to 81%, while in Indonesia, dogs are not favored by pet people, so the highest proportion of cat families in the region has reached 67%.
According to public information, the pet market in Southeast Asia is currently in a stage of rapid growth, showing the following major development status:
1. The market scale is expanding. With the growth of the middle class and the acceleration of urbanization in Southeast Asia, the market size of the pet industry is expanding, and people's demand and consumption level for pets are gradually increasing, which has contributed to the growth of the pet market.
2. The rate of pet ownership has increased. More and more families are starting to keep pets, considering them as part of the family. This trend is driving the increase in pet ownership rates and driving the growth of related industries such as pet supplies, pet food, healthcare, and more.
3. The pet service industry is booming. The pet service industry, including pet grooming, pet hotels, pet health insurance, etc., is developing rapidly in Southeast Asia, and people are willing to provide better living conditions and services for pets, which is driving the prosperity of these service industries.
4. The rise of online sales and social media. With the popularity of the internet, more and more pet supplies and services are sold and promoted through online platforms. At the same time, social media has also become an important platform for pet lovers to share experiences and exchange views, promoting the spread of pet culture and the development of the pet industry.
Despite rapid growth, the pet market in Southeast Asia is also facing certain challenges, such as pet welfare and protection, pet management and regulation. At the same time, cultural concepts and laws and regulations in some regions may also have an impact on the development of the pet industry, which needs to be further addressed and regulated.
Indonesia's cat dry food and cat wet food won the first place
Both categories doubled
In the Indonesian market, from the perspective of sales of major subcategories, Lazada's cat dry food and cat wet food on the Indonesian site won the top two on the list, with sales of 2.3442 million yuan and 928,700 yuan respectively, and the average price of goods was 12.11 yuan and 4.26 yuan, and the sales of these two categories increased by more than 1 time year-on-year.
In the top 10 list, the sales of pet spot treatment products increased by more than 450% year-on-year, and the sales of aquarium filters, aquarium air pumps and electric hair trimmers also increased by more than 1 time year-on-year.
From the list of brands, the top 3 brands in Indonesia in terms of sales are Bolt, cleine tadita and CAT CHOIZE, both of which focus on cat food, not only that, but also the cat food products of the next few brands such as Life cat, Royal Canin, Whiskas, Ori Cat and ME-O also perform well.
From the data level, it can be seen that the sales of these pet brands are almost the same as the same period in 2023, with little increase, and the inclusion of multiple cat food brands on the list also further confirms that Indonesian consumers prefer to keep pet cats.
Malaysia cat food still occupies the top of the category list
Sales of pet toys, cutlery, and combs increased by up to 38 times
In Malaysia, pet cats and dogs are obviously more popular with consumers, and the top three pet subcategories in terms of sales are dry cat food, pet toys and cat wet food, among which pet toys have the largest increase in sales, nearly 25 times.
Overall, the sales of pet toys, pet tableware, and pet combs in Malaysia have increased dozens of times compared with the same period last year, and the fastest growth is pet combs, with sales increasing by nearly 38 times.
In terms of brand rankings, Iams, Royal Canin and Pedigree occupy the top 3 positions in terms of sales on the brand list, while the bottom 7 brands, Xiaomi, Petkit and Pet Marvel (an overseas brand owned by Birdsong and Flowers) are all from China.
Pet food sales in Thailand declined
Aquarium pet products are growing rapidly
In Thailand, dry cat food, wet cat food and dry dog food are the top 3 sub-categories by sales, and six of the ten sub-categories are related to food (small pet food, dog teething biscuits, cat treats).
However, pet food has been cold in Thailand, except for the increase in sales of small pet food, the other five pet food-related sub-categories have declined, such as dry cat food down 22% and dry dog food down 3%.
In addition to food, other three categories, such as pet cages, aquarium cleaning equipment, and pet toys, have increased sales in Thailand, with an increase of more than 100%. Aquarium cleaning equipment, in particular, has increased by 1,700%.
In the list of brands, Royal Canin, Nekko and Whiskas are the top 3 brands in terms of sales, but the sales growth trend of the major brands is not obvious, almost the same as in 2023.
Xiaobian believes that Chinese overseas brands can seize the business opportunities of Thai consumers' demand for pet products, starting from subcategories such as aquarium equipment, pet toys, and pet cages, to seize the market on the non-food track.
Non-food pet products in Vietnam are growing rapidly
Sales of pet training aids increased by 138 times
Lazada Vietnam's pet category list is more abundant, with the top 3 subcategories being pet feeders, pet toys and pet training aids, with sales growth of more than 15 times, 14 times and 130 times respectively.
However, pet food sales in Vietnam have declined comparatively, such as dry cat food down 40%, wet cat food down 36%, and dry dog food down 31%.
Judging from the brand list of the Vietnam station, domestic products have also appeared again, such as wanpy under Zhongpet, ROJECO under Shuttle Technology, etc.
All major pet categories in the Philippines have increased
Supplies such as cages and feeders are growing rapidly
In the Philippine station, dry dog food, pet cages and pet feeders took the top 3 positions in sales, followed by toys, cleaning supplies, medicines and snacks in addition to pet food.
It is worth noting that the sales of the categories in the list are all showing a positive growth trend, especially pet cages, pet feeders, pet toys, etc., and the sales of the categories with the highest growth have increased by 5 times.
In the brand list, Xiaomi once again stood out among a number of international brands and local brands, ranking 6th in terms of sales, and achieved nearly 2 times sales growth, which may also mean that pet smart home has a large space for development in Southeast Asia.
The sales of pet clothing in Singapore increased by more than 250 times
There is also a good increase in pet feeders and training aids
Singapore's consumer demand for pet products is also diversifying. The three sub-categories of dry dog food, cat wet food and cat litter box won the top 3 positions in terms of sales, followed by pet feeders, pet clothing, pet toys, dry cat food, pet training aids, pet mattresses and dog wet food.
The sales of all major sub-categories in the Singapore list have achieved significant growth, among them, the sales of pet feeders have increased by more than 30 times, the sales of pet clothing have increased by more than 250 times, and the sales of pet training aids have increased by more than 24 times.
In the list of brands, Royal Canin, Aatas Cat and Nurture Pro occupy the top 3 positions in terms of sales.
Written in the end: Overall, the sales of pet products and aquarium products in the Southeast Asian market have grown well, and even the sales of some categories have increased by more than 200 times, which also provides the direction for domestic pet companies to enter the Southeast Asian pet market.
Although the sales of food products have declined, five of the six countries in Southeast Asia have the pet food category at the top of the list, indicating that this market is still dominant.