Petfood Industry - October 2017 - 27
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they are living longer, and the senior pet population
is increasing. Thus, there is high potential for seniorspecific pet food, including potential for wet dog food,
which is mainly sold at premium prices by dominant
foreign brands such as Cesar Senior and MM Dogs.
Domestic brands expand their presence
Pet food market trends in South Korea continue to show
that consumers prefer foreign products, but South Korean
distributors, specifically large food companies, are making
efforts to steer consumers toward domestic brands.
A report from Euromonitor International analyzing pet
care trends in South Korea shows that leading domestic pet
food manufacturers continued to perform well with economy
brands in 2016. Domestic brands have typically focused
more on dogs and cats in rural areas, whose owners tend to
prefer economy dry food. However, a new trend in premium
pet food has also emerged as more domestic players are
producing superpremium human-quality pet food.
For example, CJ CheilJedang, a subsidiary of CJ Group in
the human food and pharmaceutical sectors, has introduced
two new premium pet food brands, O'Nature and O'Fresh.
Both brands are marketed as designed with local ingredients,
and O'Nature was launched as the company's representative
premium-level brand, according to the USDA FAS report.
Pulmuone, another leading company in fresh packaged
food for humans in South Korea, sells its products domestically and internationally. The company launched its dog food
brand Amio in 2014. Like CJ CheilJedang pet food, Amio
is advertised as a product made from fresh, local ingredients. Another domestic company, Korea Ginseng Corp., is
marketing a dog food made from organic foodstuffs in an
effort to appeal to dog owners seeking premium products in
In 2011, E-Mart Co Ltd., South Korea's largest retail
chain, launched its Molly's Pet Shop specialty outlets.
E-Mart also recently launched Molly's Science and Molly's
Pro Balance, which is exclusively distributed via Molly's Pet
Shop outlets. For domestic brands like Molly's, tapping into
the right distribution channel for certain products may be
a key factor in competing with foreign brands. As of 2015,
grocery stores and internet retailing are the most common
pet food distribution channels (see Figure 2).
The Euromonitor South Korea pet care report shows that
e-commerce has increased as
FIGURE 1: From 2012 through
more online retailers distribute
2015, China consistently held
premium brands alongside
the largest market share of
economy and mid-priced
South Korean pet food imports,
brands. The internet market
followed by the US, France,
has a price advantage over
Thailand and other countries.
SOUTH KOREA PET FOOD IMPORT VALUES BY COUNTRY 2012-15
Source: US Department of Agriculture (USDA) Foreign Agricultural Service (FAS) Global Agricultural Information Network report, Pet Food
Market Update November 2016
Industry October 2017
Import value x US$1,000