Petfood Industry - November 2017 - 28
28 | www.PetfoodIndustry.com
➥PHILIPPINE PET FOOD INDUSTRY BANKING ON COST, CONVENIENCE
market, Special Cat continues to be a highly sought
product that sells for US$13.67 for a 7-kilogram bag.
A diverse segment of retail channels
The Philippine pet food market is competing with the rice market, as rice
is a traditionally inexpensive way to feed pets in the country. However,
as pet owners see that it can be more cost effective to buy commercially
prepared pet food versus mixing rice and a protein at home for their pets,
pet food manufacturers are gaining ground.
Photo by Alma Buelva
whose improving image as a family pet may one day
trigger a bigger market boom for dry dog food.
As for wet food, store owners said many prefer to
buy it only as a supplement for dry food to whet a
dog's appetite, especially if it becomes sick.
Wet food comes out on top for the
Although dog food outsells cat food in the Philippines, ailurophiles here are more particular about
quality than price. Pet shop owners said cat lovers
tend to pamper their felines with "human-grade" wet
food available in small cans or pouches. Those are
expensive as treats, but cat owners reason that cats are
only small eaters anyway. They are also opening their
wallets for high-end dry cat food that promises more
Euromonitor sees no significant change in the
Philippine cat food market space in 2017. Mars Philippines is still poised to keep its 2016 lead with a value
share of 48 percent. Mars' widely distributed Whiskas
product, both wet and dry, dominates the mid-priced
cat food market.
Monge's Special Cat, however, disrupted the local
market for affordable dry cat food in 2016 by blasting
competition from established US brands like Cuties
Catz and Princess. Made specially for the Philippine
Supermarkets and groceries fill up their shelves with
popular brands, usually from Mars and Purina, along with
their own private label with lower price tags. The rest of the
market players distribute through pet shops, veterinary clinics
and pet cafes, or they sell directly to established breeders.
Is the Philippine market getting saturated? Some pet food
companies think so, which could be true in metro Manila, the
largest urban area surrounding the capital. With an estimated
12 million people, it is the center of everything, especially
commerce and housing, and where most people with enough
disposable income to take care of pets live.
But there are 11 other metropolitan areas all over the
country of 7,641 islands, each with demand and opportunities
just waiting for pet food companies to meet and exploit. ■
Alma Buelva is a journalist from the Philippines. When she's not writing about
business and technology, she devotes her time taking care of animals and writing
about them, too.
Raw pet food in the
➥The search for affordable options with promising health
benefits probably led many Filipino pet owners to try raw
feeding. This is something that's gathering steam at the
moment, especially among dog owners.
In social media, the biggest local group that promotes
raw feeding for dogs now has 26,230 members. A similar
group for cats has 2,700 members to date.
They advocate the whole prey method that entails
feeding pets with uncooked meat, usually chicken, pork
legs or offal. They use the pet's body weight to determine
how many times and how much raw meat it needs to eat.
Raw feeding is also good business for enterprising
pet lovers who pack and sell chopped-up meat, some
with vegetables added. There are also veterinary clinics
that promote raw feeding and sell ready-to-serve meat in