The Japanese pet food market volume of yearly sales is of around 593,000 metric tons. Among global pet food market, Japan was ranked the sixth-largest market and it is considered a mature market.

By the end of 2020, an annual survey performed by the Japan Pet Food Association revealed that the total number of pet dogs and cats in Japan was approximately of 18.13 million, a higher value than the young population of the country (people under 15 years-old), which is estimated at 15.3 million. Most popular dog breeds in the last years are Toy Poodles, Chihuahuas, Shibas and Miniature Dachshunds, while cats are mostly crossbreeds.

The pet market has risen in the last decades and the trend among the Japanese pet population is for pets to be kept indoor and to own small sized dogs or cats, due to the urbanite and busy lifestyle of owners. At the same time, the improved pet care practices and medical care have contributed to a longer life expectancy and a reduced risk of infectious disease and injuries.

On the other hand, indoor habitation, increased age and overnutrition have promoted other disorders such as: obesity, arthritis, kidney and urinary tract disease, heart disease and liver disease, among others.

The industry experienced steady pet food sales volumes because, while there is a decrease in pet ownership and preference for smaller dog breeds and cats, there is a growth in sales value through increased purchases of premium, health-conscious and therapeutic functional foods.

Key Market Trend: Product segmentation and preumization

Nowadays, it is very common for pet foods to be categorized by age (senior pets, puppies), breed and size. Thus, sales of large-bagged pet foods are being replaced by value-added products, linked to the trend towards pet humanization.

Among those premium foods, there are included the therapeutic foods and others aiming to offer carefully selected ingredients, such as enhanced palatability, organic approved, gluten-free, grain-free…

Therapeutic foods aim to attend pet health or preventative care needs. They usually intend to support specific diseases and adjustment of the nutritional requirements, as for example for kidney support, urolithiasis, diabetes, promotion of skeletal and immune system, dermatological disorders and food intolerances, weight control…

Other market information:

The Japan pet food manufacturing sector has the presence of long-standing and large foreign-affiliated companies and domestic manufacturing companies within the top five pet food manufactures in Japan, which account for 70% of market share.

Imports of pet food by Japan account for more than 40% of the domestic pet food consumption, and is mainly led by Thailand (33%), the US (16.5%) and France (16%). Thailand imports of pet food are mainly linked to their comparative low-cost seafood-based ingredients for cat food.

More than 60% of the food market is covered by dry pet food, as it is perceived by consumers to be more nutritionally balanced, better for dental health, and less expensive than wet food.

Most of the sales of pet food is done at retail, although E-commerce market share has grown steadily and is expected to continue.

Sources:

• USDA Report: Pet Food Market in Japan
• Japan Pet Food Association