Page 33 - PET worldwide issue 02/2022

the focus on high-end, functional, the competition situation than
air-dried dental treats. about sales potential. The com-
Dr Matthias Koch, CEO of the pany is a leading manufacturer
distributor Anibene, mentioned and exporter of canned seafood
Ms Sackville in his presentation and thus of precisely the ingredi-
on the Preconnect platform of Pet ent that makes the Thai market ippines and Vietnam is still ex- Pet Lover’s Centre is the largest pet
Fair South East Asia (SEA). Koch, so popular for pet food compa- tremely low. Indonesia, Malay- care retail chain in Southeast Asia.
a former manager at Europe’s nies from all over the world: tuna. sia and Thailand still have some
leading pet store chain, lives in Wongpiya says that in 2020, Thai- way to go to catch up, too, with
Singapore and distributes ten or land was fourth in the world’s between 30 and 45 per cent of
more well-known brands such as leading exporters for pet food, dog owners in these countries
Trixie and Gimborn in Asia. Koch with a sales volume amount- feeding their four-legged friends
seems to know the Asian market ing to 1.646 bn dollars. With an on ready-made food. With regard
like the back of his hand. This is increase in sales of 19 per cent to cat food, the share of prepared
why he also knows that the boom compared with 2019, the CCO pet food is smaller, ranging from
observed in the Asian pet sup- is convinced that Thailand will around 10 per cent in Indonesia
plies market in recent years has shortly rise to number 3. In addi- to nearly 70 per cent in Malaysia.
attracted many new companies tion to the boom experienced by n
also wanting a slice of the sales pets in the wake of the pandemic
cake. “Competition among brands in Thailand, Wongpiya also cites
and exchangeable products re- the low import tariff von 0-5 per 1 150 visitors
quire differentiation,” recommends cent on average for Thai pet food. joining
Koch. This has already advanced Thailand’s domination of the Preconnect
to the extent that some retailers list SEA market for all pet food cat-
new brands only, when the same egories was also highlighted by The third edition of Pre-
product is immediately available other speakers at the Precon- connect by Pet Fair SEA
as a private label retail brand. The nect conference. Sector experts in mid-February offered
countless new brands wishing to put the sales volume there at interesting information
conquer the Asian market make between 1.1 and 1.4 bn dollars. about the pet market in
themselves known initially via the The second biggest country mar- Southeast Asia. The event saw 1 150 visitors joining over three
leading platforms. In Singapore, ket in the SEA region is Malaysia days. The largest visitor group consisted of importers and distri-
says Koch, these are Lazada and with sales totalling approx. 230 butors looking for new partnerships in their respective markets
Shopee and both have succeeded mio dollars, followed by Indone- (28 per cent), followed by veterinarians (23 per cent), pet supply
in substantially consolidating their sia and the Philippines. All coun- online retailers (13 per cent), and pet shops (10 per cent). With
importance in the market in the tries are of interest to the pet food visitors joining from 55 different countries, Pet Fair South East
Southeast Asian city state during industry because of the rapid rise Asia’s buyer reach was once again well beyond the ASEAN region
the coronavirus pandemic. Even in the pet population experienced (editor: Southeast Asia), according to the organiser. The event’s
distributors would go over to op- above all since the onset of the conference programme is now also available on the Pet Fair Net-
erating their own brand shops on pandemic. At the same time, the work YouTube channel.
i
the platforms for this reason, in or- proportion of pet owners feeding “It is great to see how our virtual events are increasingly enjoy ng
der to increase the level of recogni- their dogs and cats on industrially such appreciation by the international pet industry,” states Johannes
tion of their products. produced food is still pretty small Kraus, project manager of Pet Fair SEA. “In this context, we are
in many countries in the SEA re- looking forward to finally uniting the industry face-to-face in
Thailand dominant gion. While 65 to 70 per cent of Bangkok in October.” The in-person trade fair Pet Fair SEA is set
The talk by Pichitchai Wongpiya, dog and cat owners in Singapore to take place from 26-28 October at the BTIEC Exhibition Center
chief commercial officer of the i- feed their pets on ready-made in Bangkok, Thailand. www.petfair-sea.com
Tail Corporation, was less about food, the percentage in the Phil-

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