Petfood Industry - November 2017 - 27
www.PetfoodIndustry.com | 27
US$59 for pet food alone, a November 2016 survey by
Dry pet food winning for dogs in the
the online magazine MetroPets showed.
Pet owners also prefer to buy pet food made in the
The Philippines has more pet dogs than cats, so the
US or European Union countries.
market is clearly dog-oriented and one that prefers dry
The US has been a dominant exporter of pet food
food over wet food, pet shop owners said.
to the Philippines since 2012, with a 61 percent market
A November 2012 report from the Atlantic.com
share based on information from the US Department of
cited the Philippines as the "dog capital of East Asia,"
Agriculture (USDA). It estimates
US pet food exports to the PhilipTHE PHILIPPINES: A GROWING PET FOOD MARKET
pines at US$36.6 million in 2017
and US$40 million in 2018. The
report also said most Filipino pet
owners are thrifty, so they buy
the cheaper varieties of pet food.
Purina Philippines, which
targets premium and superpreNo. of dogs (2016):
mium pet food buyers, said the
market is bigger at the bottom,
dominated by brands that sell
kibble for US$2 or less a kilogram. However, Purina said it
believes more Filipinos are now
No. of cats (2016):
willing to spend a little more for
premium pet food that meets
Almost every company now has
their pets' average nutritional
an online store or sells via a big
online shop operator. Several
mom-and-pop online shops
In MetroPets' survey, US
also fight for market share by
brands Pedigree, Royal Canin,
providing a more personal level
of customer service.
Alpo, Holistic and Beef Pro are
Registered purebred dogs (2016):
the most saleable, along with
Sources: United Nations, Euromonitor International, Philippine Canine Club Inc.
©WATT Global Media
Vitality from Australia and
Monge's Special Dog from Italy.
All fall under the premium to superpremium categowith one pet dog for every eight people.
ries, but pet shops also sell Beef Pro and Special Dog
The Philippine Canine Club Inc., a local registry for
for US$1.82 and US$1.85 a kilogram, respectively, to
purebred dogs with nearly 21,000 individual members,
tap the mass market.
registered 70,426 purebred dogs in 2016. To date, it
Acana and other ultra-premium brands like Orijen
has registered almost 1.1 million purebred dogs in its
and Science Diet definitely have their work cut out for
studbook. Per club's record, the most popular purebred
them. For the budget-conscious, a 10-kilogram bag of
in the Philippines is the Shih Tzu, followed by the
Special Dog for US$16.70 versus an 11.4-kilogram bag
Chihuahua and the Pomeranian.
of Acana for around US$59 is hard to beat.
Most market data, however, usually don't account
Mars Philippines, on the other hand, seems to
for the biggest group of dogs in the Philippines - the
have found the market's sweet spot by offering a wide
native breed known as Aspins. Short for Asong Pinoy
range of dry and wet pet food at different price points
(Philippine Dog), Aspins are either family pets or
for pet owners from various income groups. Euromonstrays. Most dogs in local shelters are Aspins.
itor expects the local office of Mars Petcare to keep its
Lately, pet shop owners said foreigners have taken
market leadership in 2017.
a liking to the humble-looking but spunky Aspin,
Industry November 2017
Map provided by iStockphoto.com/Harvepino