Petfood Industry - June 2019 - 16

16 | www.PetfoodIndustry.com

➥DECLINE IN DOG BREEDERS WORRIES JAPAN PET FOOD INDUSTRY
billion (US$4 billion), excluding internet
sales. Pet food takes 73% of the market
at ¥326 billion (US$2.92 billion).
Ishiyama said that among major
markets in the world, Japan has one
of the highest calorific penetration of
around 95% for cats and dogs. Simply
put, calorific penetration is determined by the energy requirement of
each dog or cat in a household and
the percentage or how much of it is
supplied by pet food, Ishiyama said.
Leading the eating of all that dog
food in Japan are their small breeds
and senior dogs who drive up sales for
semi-moist dog food, snack and treats,
and age-appropriate dog food.
For years now, the Japanese have
been known to have the longest life
expectancy in the world and their
pet dogs seem to enjoy the same.
Koshimura, who is also chairman of
the Human & Pet Happiness Creating
Association, said 56% of dogs in Japan
are senior dogs which, on average, live

for 14.29 years.
Jerky products are particularly
popular in Japan where it is common
for small pet dogs to eat it not just as a
treat, but as a full meal.
"Jerky was initially a snack and
an incomplete diet," said Ishiyama.
"But because a large number of people
started giving jerky as a meal, the
industry turned it into a full meal for
small dogs. So, people in Japan can
keep feeding jerky to their small dogs
and not have a nutritional problem. But
for big dogs, jerky is not enough and it
would also cost too much."
As a result, Japan's pet food market
is flooded with an assortment of jerky
made from different kinds of animals.
A company called be-Natural is offering
jerky made from kangaroo, turkey,
venison, goat and salmon on top of the
standard chicken or beef jerky.
Hirofumi Fujiwara, managing
director of be-Natural, said his
kangaroo jerky is selling well in Tokyo

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and Osaka. "It is imported from
Australia and considered a highend meat product for pet food," said
Fujiwara. "Last year, we made ¥300
million (US$2.69 million) in sales."
Kenji Watanabe, general manager
for Natural Horse, also said the
company is enjoying brisk sales of its
jerky made from different parts of wild
horses from Mongolia.
"The horses we use are low in fat
but high in protein," said Watanabe.
"We have jerky made from the horse's
heart, hooves, ribs, neck and ankle. We
have eight horse jerky varieties plus
two made from pig parts."
Japan has a Pet Food Safety Law
promulgated in June 2008 that laid
down standards, specifications and
responsibilities of manufacturers,
importers and wholesalers to ensure
the health of pets in their country.
Ishiyama said since this law was
enacted, their pet food industry has
not had any problems.
Despite having a very mature
pet food market, the Japanese pet
industry still has growth potential and
will keep contributing to the country's
GDP growth.
"On the supply side, we hope to
see a loosened definition of breeder so
there will be more breeders and the
supply of puppies will increase," said
Ishiyama. "From the demand side, I
can't do anything about the population decline; the only thing I can do is
shift mindsets by selling the benefits
of pets to the entire population." ■

Alma Buelva is a journalist from the Philippines.
When she's not writing about business and
technology, she devotes her time to taking care of
animals and writing about them, too.
June 2019

Industry


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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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