Cat Food in Vietnam

Euromonitor International
May 2022
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LIST OF CONTENTS AND TABLES

KEY DATA FINDINGS.................................................................................................................. 1
2022 DEVELOPMENTS ............................................................................................................... 1
Demand remains high as cat population rises .......................................................................... 1
Growing variety seen in cat food as pet owners become more caring ...................................... 1
Me-O leads but Whiskas on the rise as competition intensifies ................................................ 2
PROSPECTS AND OPPORTUNITIES......................................................................................... 2
Cat food still has plenty of room for growth as the pet humanisation trend develops ............... 2
New product development expected to help drive demand across the cat food categories ...... 2
Online sales likely to expand but pet shops will remain crucial ................................................. 3
CATEGORY INDICATORS .......................................................................................................... 3
Table 1 Cat Owning Households: % Analysis 2017-2022 ......................................... 3
Table 2 Cat Population 2017-2022............................................................................ 3
Table 3 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis
2017-2022 .................................................................................................... 4
CATEGORY DATA ....................................................................................................................... 4
Summary 1 Cat Food by Price Band 2022 ...................................................................... 4
Table 4 Sales of Cat Food by Category: Volume 2017-2022 .................................... 4
Table 5 Sales of Cat Food by Category: Value 2017-2022 ....................................... 5
Table 6 Sales of Cat Food by Category: % Volume Growth 2017-2022 ................... 5
Table 7 Sales of Cat Food by Category: % Value Growth 2017-2022 ...................... 5
Table 8 Sales of Dry Cat Food by Life-Cycle: % Value 2017-2022 ........................... 6
Table 9 Sales of Wet Cat Food by Life-Cycle: % Value 2017-2022 .......................... 6
Table 10 NBO Company Shares of Cat Food: % Value 2017-2021 ............................ 6
Table 11 LBN Brand Shares of Cat Food: % Value 2018-2021 .................................. 6
Table 12 Distribution of Cat Food by Format: % Value 2017-2022 ............................. 7
Table 13 Forecast Sales of Cat Food by Category: Volume 2022-2027 ..................... 8
Table 14 Forecast Sales of Cat Food by Category: Value 2022-2027 ........................ 8
Table 15 Forecast Sales of Cat Food by Category: % Volume Growth 2022-
2027 ............................................................................................................. 9
Table 16 Forecast Sales of Cat Food by Category: % Value Growth 2022-2027........ 9

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CAT FOOD IN VIETNAM

KEY DATA FINDINGS
▪ Retail value sales increase by 18% in current terms in 2022 to VND601 billion
▪ Cat treats and mixers is the best performing category in 2022, with retail value sales growing
by 28% in current terms to VND2.2 billion
▪ Perfect Companion (Vietnam) Co Ltd is the leading player in 2021, with a retail value share of
28%
▪ Retail sales are set to increase at a current value CAGR of 26% (2022 constant value CAGR
of 21%) over the forecast period to VND1.9 trillion

2022 DEVELOPMENTS

Demand remains high as cat population rises

Although cat food continues to see dynamic retail volume and current value growth in 2022,
growth remains hampered by the impact of the COVID-19 pandemic. However, with the
country’s successful vaccination campaign and the easing of restrictions growth is expected to
be faster in 2022 than in the previous year. The pandemic has negatively impacted the incomes
of some consumers, forcing them to prioritise their spending. This included cutting back on
spending on their pets.
The percentage of households owning a cat has continued to rise throughout the pandemic
with this being another key factor behind the ongoing strong growth. With more communications
about animal welfare, there is growing awareness of the benefits of keeping cats as pets rather
than consuming them as food. Affluent families living in first-tier cities such as Ho Chi Minh City,
Hanoi and Danang also keep purebred cats as a way of showing their elevated social and
economic status. The owners of such cats generally want to feed them with prepared cat food
rather than table scraps, with premium brands often chosen. Although remaining very low, the
number of people using prepared cat food rather than left-over human food is therefore
increasing.

Growing variety seen in cat food as pet owners become more caring
Dry cat food witnessed more dynamic growth than wet cat food in current value terms in 2021,
and this is set to continue in 2022. Consumer awareness of dry cat food is much higher,
ensuring value sales of dry cat food are considerably higher than those of wet cat food. Dry cat
food is also more widely available, while it is perceived to be more affordable and easier to
store.
Cat treats and mixers remains the most dynamic category in current value terms in 2022,
although growth is coming from a very low base. There are several factors behind this, including
the pet humanisation trend, although this is in the very early stages of development. Social
media platforms have helped attract pet owners to the idea of cat treats and mixers, with
influencers and pet videos showing the use of these products. Additionally, more players are
now offering these products. This includes both existing brands (such as Me-O and Whiskers
Temptations) and new imported brands from Korea and Japan.

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Me-O leads but Whiskas on the rise as competition intensifies

Perfect Companion (Vietnam) continued to lead cat food in 2021 with its popular Me-O brand.
The company has made significant efforts to extend its distribution network. The success of this
can be seen in the fact that Me-O is now available in virtually every relevant retail outlet across
all important distribution channels, whilst the brand is obtaining positive feedback from both
customers and retailers. In addition, Me-O is positioned in the mid-priced segment, making it
affordable for large numbers of consumers and making it popular in pet superstores in urban
areas, as well as small pet shops in rural and suburban areas.
Following closely behind Perfect Companion are Mars Inc and Guyomarc'h Vietnam Co Ltd
with brands such as Whiskas and Minino, respectively. These existing larger players have
reinforced their market positions by expanding their product ranges into new sub-categories in
cat food in order to gain a first-mover advantage and to block the competition as well. Whiskas
was one of the most dynamic brands in 2021, with this continuing into 2022. This dynamism is in
part thanks to DKSH, which owns a large and highly efficient distribution network across the
country, especially in modern channels and in urban areas. The brand is not just investing in
expanding its distribution however, with it also increasing its online advertising and in-store
displays.

PROSPECTS AND OPPORTUNITIES

Cat food still has plenty of room for growth as the pet humanisation
trend develops
Having seen slower growth due to COVID-19, cat food is expected to see growth accelerate
over the forecast period. The country’s successful vaccination campaign is allowing economic
activity to resume which should boost consumer confidence and make people more willing to
spend on their cats. The cat population is also set to continue rising, which will also continue to
drive growth.
Cats have lived with people in Vietnam for many years. They are not just seen as pets, but
also as working animals because they help protect homes and crops from rats. Cats and dogs
are the most popular pets in Vietnam. However, cats tend to be easier and more convenient for
people in urban areas to take care of and they are increasingly feeding their cats packaged
food. People in rural areas mostly still feed their cats with left-over non-prepared food, but more
people in urban areas are now getting used to the benefits of packaged cat food.
Despite life in big cities in Vietnam becoming busier, people can still feel lonely and unhappy,
and owning a cat may be considered for companionship. This should continue to fuel the pet
humanisation trend, which in turn should help boost demand not only for mid-priced dried cat
food but also other options such as wet cat food. As demand grows more brands are expected
to join the market, including imported options, while existing players are likely to continue
expanding their product ranges in order to remain competitive.

New product development expected to help drive demand across the

cat food categories
All categories within cat food are expected to see strong growth in the forecast period. Dry cat
food, especially mid-priced dry cat food, is set to see strong growth thanks to entry of new
products and more investment in marketing to increase demand for established brands such as
Me-O or Royal Canin. Most new customers of cat food also generally start by purchasing mid-
priced dry cat food. The move to prepared cat food is expected to continue as consumers

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become more aware of animal welfare and the benefits to cats from feeding nutritionally
balanced prepared cat food.
Despite being projected to see the slowest growth, wet cat food is still likely to continue
recording dynamic growth in value and volume terms. This is thanks to the expected entry of
more new brands and variants, such as Me-O wet cat food. Furthermore, consumers are also
becoming more aware of the health benefits of wet cat food, such as its ability to hydrate as well
as satiate hunger. Key to growth will be increasing investment in marketing and awareness
campaigns to encourage cat owners to make the switch.
Rising disposable incomes and the emergence of the pet humanisation trend are also likely to
support the further expansion in the range of premium cat food available in Vietnam. This should
also be supported by the rising number of people in urban areas owning pedigree cats. As
consumers become more aware of the importance of an appropriate and balanced nutrition to
keep their cat fit and healthy they are likely to become more willing to invest in premium
products, as well as in cat treats and mixers.

Online sales likely to expand but pet shops will remain crucial
E-commerce saw strong growth throughout the review period, with sales receiving a
significant boost during the pandemic, especially amongst consumers in urban areas. These
consumers value the convenience of home delivery, the wider variety of products and brands
and the ability to search for the best prices. Some people also tend to look for information on
products online before buying in stores and brands therefore need to influence customers’
purchasing decisions at this stage.
Online channels are also more effective in allowing brands to target the right potential
customers thanks to data collection and analysis. E-commerce has also opened the door to
smaller brands to gain a foothold in the market, with the leading brands dominating shelf space
in store-based retailers. In addition, unprecedented events such as COVID-19 have made offline
marketing activities harder to organise than before and as such players are likely to increase
their investment in digital marketing, with social media platforms likely to be a key focus.
Younger cat owners are expected to be the main drivers of growth in e-commerce, with these
consumers typically being more tech savvy and more engaged with the online world.
Pet shops will, however, continue to dominate the distribution of cate food in the forecast
period, as most people still like to see the products available and to be able to ask questions. In
addition, access to e-commerce is largely confined to those in urban areas. As such, pet shops
will likely maintain their dominant position with supermarkets and veterinary clinics also
expected to continue accounting for a notable share of sales.

CATEGORY INDICATORS
Table 1 Cat Owning Households: % Analysis 2017-2022

2017 2018 2019 2020 2021 2022

% Households owning a 11.6 11.8 12.0 12.4 12.5 13.0

cat (% households)
Households owning a cat 3,031.4 3,127.5 3,224.4 3,369.5 3,435.8 3,610.7
('000 Households)
Source: Euromonitor International from official statistics

Table 2 Cat Population 2017-2022

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'000s of animals
2017 2018 2019 2020 2021 2022

Cat Population 3,870.0 4,106.1 4,373.0 4,670.3 4,950.5 5,262.4

Source: Euromonitor International from official statistics

Table 3 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2017-2022

% total consumption
2017 2018 2019 2020 2021 2022

Prepared cat food 0.3 0.3 0.3 0.5 0.6 0.8

Non-prepared cat food 99.7 99.7 99.7 99.5 99.4 99.2
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

CATEGORY DATA
Summary 1 Cat Food by Price Band 2022
Wet cat food Premium Above VND175,000 Royal Canin, Natural
Core, Ciao

Mid-priced VND110,000-175,000 Whiskas, Me-O,

Morando

Economy Below VND110,000 N/a

Dry cat food Premium Above VND125,000 Royal Canin, Iskhan

Mid-priced VND80,000-125,000 Me-O, Whiskas,

Minino, Kitekat, Tony
Cat

Economy Below 80,000 N/a

Source: Euromonitor International

Table 4 Sales of Cat Food by Category: Volume 2017-2022

Tonnes
2017 2018 2019 2020 2021 2022

-- Cat Treats and Mixers 5.2 10.5 17.9 22.3 28.4 34.9
-- Dry Cat Food 2,075.9 2,546.0 3,219.7 3,571.8 4,098.4 4,746.4
--- Economy Dry Cat Food - - - - - -
--- Mid-Priced Dry Cat 1,927.1 2,370.4 3,010.3 3,341.5 3,842.7 4,457.5
Food
--- Premium Dry Cat Food 148.8 175.6 209.4 230.3 255.6 288.9
-- Wet Cat Food 167.5 179.7 192.7 206.2 222.7 242.7
--- Economy Wet Cat Food - - - - - -
--- Mid-Priced Wet Cat 167.5 179.7 192.7 206.2 222.7 242.7
Food

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--- Premium Wet Cat Food - - - - - -

- Cat Food 2,248.6 2,736.2 3,430.3 3,800.3 4,349.4 5,024.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5 Sales of Cat Food by Category: Value 2017-2022

VND billion
2017 2018 2019 2020 2021 2022

-- Cat Treats and Mixers 0.3 0.6 1.1 1.3 1.8 2.2
-- Dry Cat Food 227.0 283.8 366.1 413.2 479.8 564.4
--- Economy Dry Cat Food - - - - - -
--- Mid-Priced Dry Cat 195.1 245.5 320.0 361.6 421.3 497.1
Food
--- Premium Dry Cat Food 31.9 38.3 46.1 51.6 58.6 67.3
-- Wet Cat Food 19.2 21.5 24.1 26.7 30.2 34.7
--- Economy Wet Cat Food - - - - - -
--- Mid-Priced Wet Cat 19.2 21.5 24.1 26.7 30.2 34.7
Food
--- Premium Wet Cat Food - - - - - -
- Cat Food 246.5 305.9 391.2 441.3 511.8 601.4
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6 Sales of Cat Food by Category: % Volume Growth 2017-2022

% volume growth
2021/22 2017-22 CAGR 2017/22 Total

-- Cat Treats and Mixers 23.0 46.4 573.3

-- Dry Cat Food 15.8 18.0 128.6
--- Economy Dry Cat Food - - -
--- Mid-Priced Dry Cat Food 16.0 18.3 131.3
--- Premium Dry Cat Food 13.0 14.2 94.2
-- Wet Cat Food 9.0 7.7 44.9
--- Economy Wet Cat Food - - -
--- Mid-Priced Wet Cat Food 9.0 7.7 44.9
--- Premium Wet Cat Food - - -
- Cat Food 15.5 17.4 123.4
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7 Sales of Cat Food by Category: % Value Growth 2017-2022

% current value growth

2021/22 2017-22 CAGR 2017/22 Total

-- Cat Treats and Mixers 28.0 49.4 645.2

-- Dry Cat Food 17.6 20.0 148.6
--- Economy Dry Cat Food - - -
--- Mid-Priced Dry Cat Food 18.0 20.6 154.8
--- Premium Dry Cat Food 15.0 16.1 110.9
-- Wet Cat Food 15.0 12.6 81.4
--- Economy Wet Cat Food - - -

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--- Mid-Priced Wet Cat Food 15.0 12.6 81.4

--- Premium Wet Cat Food - - -
- Cat Food 17.5 19.5 144.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 8 Sales of Dry Cat Food by Life-Cycle: % Value 2017-2022

% retail value rsp

2017 2018 2019 2020 2021 2022

Kitten/Pup 11.4 11.6 12.0 12.5 13.0 15.0

Adult 88.6 88.4 88.0 87.5 87.0 85.0
Senior - - - - - -
Other 0.0 - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 9 Sales of Wet Cat Food by Life-Cycle: % Value 2017-2022

% retail value rsp

2017 2018 2019 2020 2021 2022

Kitten/Pup 12.4 12.5 12.7 13.4 13.9 14.0

Adult 87.6 87.5 87.3 86.6 86.1 86.0
Senior - - - - - -
Other 0.0 - - 0.0 0.0 -
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 10 NBO Company Shares of Cat Food: % Value 2017-2021

% retail value rsp

Company 2017 2018 2019 2020 2021

Perfect Companion 29.1 28.2 28.6 29.2 28.4

(Vietnam) Co Ltd
Mars Inc 33.0 28.9 24.3 23.9 23.7
Guyomarc'h Vietnam Co Ltd - - 18.8 18.5 17.1
Daejoo Co Ltd 3.8 4.2 4.4 4.5 4.6
CTCBIO Vietnam Co Ltd 3.2 3.5 3.5 3.5 3.5
Kodo Inc 0.5 0.7 0.8 0.8 0.9
Neovia Vietnam Co Ltd 14.7 17.2 - - -
Texas Farm Products Co - - - - -
Inc
Others 15.6 17.4 19.6 19.6 21.8
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 11 LBN Brand Shares of Cat Food: % Value 2018-2021

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% retail value rsp

Brand (GBO) Company (NBO) 2018 2019 2020 2021

Me-O (Charoen Perfect Companion 28.2 28.6 29.2 28.4

Pokphand Group) (Vietnam) Co Ltd
Minino (Archer Guyomarc'h Vietnam Co Ltd - 18.8 18.5 17.1
Daniels Midland Co)
Whiskas Mars Inc 19.7 16.4 16.2 16.6
Royal Canin Mars Inc 9.1 7.9 7.7 7.1
Catsrang Daejoo Co Ltd 4.2 4.4 4.5 4.6
Cat's Eye (CTCBIO CTCBIO Vietnam Co Ltd 3.5 3.5 3.5 3.5
Inc)
ANF (Wooriwa Co Ltd) Kodo Inc - 0.8 0.8 0.9
Minino (Neovia) Neovia Vietnam Co Ltd 17.2 - - -
ANF Kodo Inc 0.7 - - -
Blisk (InVivo Group) Neovia Vietnam Co Ltd - - - -
Blisk (Neovia) Neovia Vietnam Co Ltd - - - -
ANF Texas Farm Products Co Inc - - - -
Others Others 17.4 19.6 19.6 21.8
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 12 Distribution of Cat Food by Format: % Value 2017-2022

% retail value rsp

2017 2018 2019 2020 2021 2022

Store-Based Retailing 88.9 89.0 89.1 88.9 89.1 88.7

- Grocery Retailers 18.6 18.5 18.5 18.1 18.1 18.0
-- Modern Grocery 17.3 17.2 16.5 16.5 16.8 16.9
Retailers
--- Convenience Stores - - - - - -
--- Discounters - - - - - -
--- Forecourt Retailers - - - - - -
--- Hypermarkets 4.2 4.2 4.0 4.0 4.1 4.1
--- Supermarkets 13.0 13.0 12.5 12.5 12.7 12.8
-- Traditional Grocery 1.4 1.3 2.0 1.6 1.3 1.2
Retailers
- Mixed Retailers - - - - - -
-- Department Stores - - - - - -
-- Mass Merchandisers - - - - - -
-- Variety Stores - - - - - -
-- Warehouse Clubs - - - - - -
- Non-Grocery Specialists 70.3 70.5 70.6 70.8 71.0 70.6
-- Pet superstores - - - - - -
-- Pet shops 70.3 70.5 70.6 70.8 71.0 70.6
-- Health and Beauty - - - - - -
Specialist Retailers
--- Beauty Specialist - - - - - -
Retailers
--- Chemists/Pharmacies - - - - - -
--- Drugstores/ - - - - - -
parapharmacies
--- Other Health and - - - - - -
Beauty Retailers
-- Home and Garden - - - - - -
Specialist Retailers

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--- Home Improvement - - - - - -

and Gardening Stores
--- Homewares and Home - - - - - -
Furnishing Stores
-- Other Non-Grocery - - - - - -
Specialists
Non-Store Retailing 2.7 2.8 2.9 3.4 3.5 4.5
- Direct Selling - - - - - -
- Homeshopping - - - - - -
- E-Commerce 2.7 2.8 2.9 3.4 3.5 4.5
Non-retail channels 8.5 8.3 8.0 7.8 7.4 6.9
- Veterinary clinics 8.5 8.3 8.0 7.8 7.4 6.9
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 13 Forecast Sales of Cat Food by Category: Volume 2022-2027

Tonnes
2022 2023 2024 2025 2026 2027

-- Cat Treats and Mixers 34.9 42.2 50.3 58.8 67.6 76.4
-- Dry Cat Food 4,746.4 5,587.8 6,633.1 7,939.1 9,580.6 11,656.4
--- Economy Dry Cat Food - - - - - -
--- Mid-Priced Dry Cat 4,457.5 5,259.9 6,259.3 7,511.1 9,088.5 11,087.9
Food
--- Premium Dry Cat Food 288.9 327.9 373.8 428.0 492.2 568.5
-- Wet Cat Food 242.7 267.0 296.3 331.9 375.1 427.6
--- Economy Wet Cat Food - - - - - -
--- Mid-Priced Wet Cat 242.7 267.0 296.3 331.9 375.1 427.6
Food
--- Premium Wet Cat Food - - - - - -
- Cat Food 5,024.0 5,897.0 6,979.7 8,329.8 10,023.3 12,160.4
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 14 Forecast Sales of Cat Food by Category: Value 2022-2027

VND billion
2022 2023 2024 2025 2026 2027

-- Cat Treats and Mixers 2.2 2.8 3.4 4.1 4.9 5.8
-- Dry Cat Food 564.4 657.0 783.1 955.6 1,184.8 1,492.4
--- Economy Dry Cat Food - - - - - -
--- Mid-Priced Dry Cat 497.1 581.6 697.9 858.4 1,073.0 1,362.8
Food
--- Premium Dry Cat Food 67.3 75.4 85.2 97.1 111.7 129.6
-- Wet Cat Food 34.7 38.9 44.0 50.1 57.6 66.9
--- Economy Wet Cat Food - - - - - -
--- Mid-Priced Wet Cat 34.7 38.9 44.0 50.1 57.6 66.9
Food
--- Premium Wet Cat Food - - - - - -
- Cat Food 601.4 698.7 830.5 1,009.8 1,247.3 1,565.1
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

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Table 15 Forecast Sales of Cat Food by Category: % Volume Growth 2022-2027

% volume growth
2022/23 2022-27 CAGR 2022/27 Total

-- Cat Treats and Mixers 21.0 17.0 118.9

-- Dry Cat Food 17.7 19.7 145.6
--- Economy Dry Cat Food - - -
--- Mid-Priced Dry Cat Food 18.0 20.0 148.7
--- Premium Dry Cat Food 13.5 14.5 96.8
-- Wet Cat Food 10.0 12.0 76.2
--- Economy Wet Cat Food - - -
--- Mid-Priced Wet Cat Food 10.0 12.0 76.2
--- Premium Wet Cat Food - - -
- Cat Food 17.4 19.3 142.0
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 16 Forecast Sales of Cat Food by Category: % Value Growth 2022-2027

% constant value growth

2022/2023 2022-27 CAGR 2022/27 Total

-- Cat Treats and Mixers 23.0 21.0 159.3

-- Dry Cat Food 16.4 21.5 164.4
--- Economy Dry Cat Food - - -
--- Mid-Priced Dry Cat Food 17.0 22.3 174.1
--- Premium Dry Cat Food 12.0 14.0 92.5
-- Wet Cat Food 12.0 14.0 92.5
--- Economy Wet Cat Food - - -
--- Mid-Priced Wet Cat Food 12.0 14.0 92.5
--- Premium Wet Cat Food - - -
- Cat Food 16.2 21.1 160.2
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

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