Petfood Industry - June 2019 - 15

www.PetfoodIndustry.com | 15

in 1973, the law was revised in 2005 and though it did not
mention what constitutes a breeder, Ishiyama said it is the
government's view that a commercial breeder is one who
breeds only two puppies or twice a year.
"What happened was those who used to breed more than
that disappeared," Ishiyama said, and the trade was essentially reduced to a hobby. "The breeders don't want to bother
anymore, so supply went down to half while the price of
puppies went up three times, with pet shops now charging
US$3,000 for a puppy," he said.
From over 25,000 dog breeders who
produced about 107,225 puppies before
2005, Japan's total registered breeders
is now down to 12,603, of which only
9,500 are active, said Ishiyama.
"This is bad for us," he said. "No
other country in the world defines
a breeder by the number of puppies
bred (annually). Other countries
define them by the number of times
they breed dogs. Our tight definition of 'breeder' doesn't consider the
biological differences between large dogs
that could have 12 puppies and small dogs that
could probably have only two puppies a year."

Dog ownership trends in Japan
And small dogs are what most Japanese would-be pet
owners want. Their love for everything "kawaii" and the fact
that living spaces tend to be small explain why most Japanese
prefer small dogs. Pet food vendors said Shih Tzus, Dachshunds and Pomeranians are the classic favorites, and Toy
Poodles, Chihuahuas and small mixed breeds are also popular.
Dog ownership in Japan has been on a steady decline.
From 9.7 million pet dogs in 2014, Japan's current dog population is 8.9 million. As of October 2018 Ishiyama said he estimates that 88% of the dogs are small purebreds. Supplying
Japanese homes with these types of dogs could get harder
in the near future as breeders get older. Ishiyama said the
average age of a local breeder is 65 and only 38% have heirs
interested in taking over the business.

Promoting pet ownership
On the demand side, Ishiyama said they must vigorously
promote pet ownership among all age groups, including
seniors who think they are too old to have pets. Doing so
will not only beef up demand for pet food, it could also help
Industry June 2019

promote longevity among Japanese people.
Recent data from the United Nations estimates Japan's
population to be nearly 127 million. Today, those over 65
years old account for 28% of the population. By 2055, the
silver generation will make up 41% of the total population
and in 2060 the country is forecast to register a 20% population decline. For Japan's pet food industry to keep on growing
despite the population crisis, it will need as many people as
possible to own pets.
"The biggest mass of pet owners here
exists among people in their 40s and
50s for cats, while a large number of
Japan's older population is
being encouraged to own
pets in order to promote their
health and to grow the pet
food market. Photo by Alma Buelva

people in their 50s and 60s own
dogs," said Ishiyama. "There are tons
of studies in the west about the health
benefits of having pets when you are older."
Yoshio Koshimura, honorary chairman of
the Japan Pet Food Association and ex-president of pet food
manufacturer Hills-Colgate Japan, shares a similar view. He
said studies have shown that several years can be added to
the life of a person who simply walks with dogs.
Koshimura acknowledged that the desire to have pets is fast
declining as more Japanese live alone, stay single and grow old.
He said aside from promoting pet ownership to people from
age 20 to 70, Japan also has a beta project to build a utopia or
society where people, particularly the old, can live with pets.
Both officials of the 66-member Japan Pet Food Association said they are also hopeful that Japan's immigration
programs will attract more visitors who will stay for good.
Last year, 32 million visitors came to Japan, generating
¥15 trillion (US$136.4 billion) in business. This year and in
2020, 35 million and 40 million foreigners, respectively, are
expected to come to Japan, and the industry hopes many will
stay and work and have pets.

Small is big
For 2018, industrial and marketing research firm Fuji-Keizai
Group forecasted Japan's total pet market, which includes pet
food, pet care and pet living care products, to be worth ¥446


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Petfood Industry - June 2019

Table of Contents for the Digital Edition of Petfood Industry - June 2019

Petfood Industry - June 2019
Contents
Why newer pet food formats like freeze dried are rising
Speaking of…
News and Calendar
Insect protein key to Entoma Petfood’s innovation
Decline in dog breeders worries Japan pet food industry
How premiumization is driving pet food evolution
Dogs and cats readily accept insect-based protein and oil
Clean label pet food production and marketing lessons
Chinese pet food market offers opportunities, challenges
Challenges of pet food labeling and public perception
Miscanthus grass: a new fiber option for dog and cat diets
The pet space: from online to omnichannel to omnimarket
New Products
Marketplace
Advertiser’s Index
Petfood Industry - June 2019 - Petfood Industry - June 2019
Petfood Industry - June 2019 - Cover1a
Petfood Industry - June 2019 - Cover1b
Petfood Industry - June 2019 - Cover2
Petfood Industry - June 2019 - 1
Petfood Industry - June 2019 - Contents
Petfood Industry - June 2019 - 3
Petfood Industry - June 2019 - Why newer pet food formats like freeze dried are rising
Petfood Industry - June 2019 - 5
Petfood Industry - June 2019 - Speaking of…
Petfood Industry - June 2019 - CT1
Petfood Industry - June 2019 - CT2
Petfood Industry - June 2019 - News and Calendar
Petfood Industry - June 2019 - Insect protein key to Entoma Petfood’s innovation
Petfood Industry - June 2019 - 9
Petfood Industry - June 2019 - 10
Petfood Industry - June 2019 - CT3
Petfood Industry - June 2019 - CT4
Petfood Industry - June 2019 - 11
Petfood Industry - June 2019 - 12
Petfood Industry - June 2019 - 13
Petfood Industry - June 2019 - Decline in dog breeders worries Japan pet food industry
Petfood Industry - June 2019 - 15
Petfood Industry - June 2019 - 16
Petfood Industry - June 2019 - 17
Petfood Industry - June 2019 - How premiumization is driving pet food evolution
Petfood Industry - June 2019 - 19
Petfood Industry - June 2019 - Dogs and cats readily accept insect-based protein and oil
Petfood Industry - June 2019 - 21
Petfood Industry - June 2019 - Clean label pet food production and marketing lessons
Petfood Industry - June 2019 - 23
Petfood Industry - June 2019 - Chinese pet food market offers opportunities, challenges
Petfood Industry - June 2019 - 25
Petfood Industry - June 2019 - Challenges of pet food labeling and public perception
Petfood Industry - June 2019 - 27
Petfood Industry - June 2019 - Miscanthus grass: a new fiber option for dog and cat diets
Petfood Industry - June 2019 - 29
Petfood Industry - June 2019 - 30
Petfood Industry - June 2019 - 31
Petfood Industry - June 2019 - The pet space: from online to omnichannel to omnimarket
Petfood Industry - June 2019 - 33
Petfood Industry - June 2019 - New Products
Petfood Industry - June 2019 - 35
Petfood Industry - June 2019 - 36
Petfood Industry - June 2019 - 37
Petfood Industry - June 2019 - 38
Petfood Industry - June 2019 - 39
Petfood Industry - June 2019 - Marketplace
Petfood Industry - June 2019 - 41
Petfood Industry - June 2019 - Advertiser’s Index
Petfood Industry - June 2019 - Cover3
Petfood Industry - June 2019 - Cover4
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