There are animal lovers all over the world, and the Japanese are no exception. Like many other countries, Japan also plays an important role in the pet market. But there are always some interesting differences between cultures that make them different from each other.

Pet culture in Japan

While the birth rate has dropped dramatically and the average age of Japan’s population has steadily increased, Japan has become a super powerful market for pets. The average fertility rate is now 1.39 children per woman, well below the figure needed to keep the population stable. Japan has, in effect, a self-imposed one-child policy. Official estimates put the pet population at 22 million or more, but there are only 16.6 million children under the age of 15.

Japanese children are like American children when it comes to pets. In Japan, children love to have dogs as pets. Dogs are very popular in Japan and can be easily bought at any pet store or health center because those who can no longer care for their pets often leave them there. Basically, in Japanese culture, the life of dogs is fantastic. So much so that the owner and the dogs can eat together, even in coffee shops. In dog coffee shops there is a special menu that also includes tiny waffles for little companions. There is even a hotel chain that allows its clients to stay with their dogs. They also offer activities focused on guests with pets, to keep the dogs happy and entertained.

Despite the economic stagnation, people seem willing to spend the extra money on photo shoots, massages and candies for their four-legged “babies”.

Japan has arguably the most spoiled pooches in the world. Tiny lapdogs like miniature dachshunds, poodles and chihuahuas are particularly popular because most people live in Tokyo, one of the most densely populated cities in the world, where the majority live in small apartments. And there is a growing market in services and candies for pets.

The pet industry is estimated to be worth more than 1 trillion yen a year (about US$6.8 billion) and has expanded into gourmet dog food stores, hot spring resorts, yoga classes, and restaurants where dogs can sit on chairs to eat organic meals.

The annual cost of dogs in Japan depends mainly on their size. A small dog in Japan can cost an average of US$2,800 per year, a medium dog just over US$2,900 and a large dog more than US$4,300 per year. This cost includes vet fees, food, insurance, groomer, and dog park, to name a few. What is also remarkable is that the cost of grooming small dogs is the highest compared to other dogs, around 45,000 yen (approximately 430.00 USD) per year. Similarly, those who spend on dog clothes can expect to spend around 14,400 yen (approximately US$140.00) for small dogs and around 8,300 yen (approximately US$80) for large dogs per year.

Most popular dog breeds

According to an annual survey by the Japan Pet Food Association, there were around 9.77 million cats and 8.79 million dogs in Japanese households in 2019, although surveys show that dogs are quickly becoming the favorite pet.

The most famous dog breeds today are the Toy Poodle, the Chihuahua, the Shiba Inu (Japanese dog breed) and Miniature Dachshunds. The most common reason for choosing small breed dogs is lack of space and ease of cleaning.

In the top of the preferences of the Japanese, the first 4 races in the year 2022 are:

• Toy Poodle

Toy Poodle is a small, affectionate and intelligent dog. Although they have a lot of energy and need activity, they settle quickly in a small apartment, with frequent walks and time to play.

• Chihuahua

Chihuahua is the smallest breed of dog, but with a lot of personality. Due to their size, they can accompany their owners in dog backpacks or handbags. They get along well with adults and are used living in small spaces, therefore they are ideal for the Japanese.

• Shiba Inu

The Shiba Inu is a breed of dog originating in Japan. It is the smallest of the indigenous breeds. They are very independent and can spend a lot of time alone, but they have to be entertained, because they can have destructive behavior out of boredom.

• Miniature Dachshunds

Miniature Dachshunds are very suitable for living in Japan, because they adapt very well to apartments. They are very loving, cheerful and full of energy and are a perfect companion for adults living alone.

Other breeds such as the Pomeranian, French Bulldog, Miniature Schnauzers, Shih Tzus, Yorkshire Terriers and Mixed Breeds are other small dogs that complete the Top 10 preferences in Japan.

In recent years, the pet market has expanded in terms of variety, with dogs being treated extremely well. In Japan, specific businesses have been developing such as coffee shops and restaurants for animals, luxury food stores (macaroni, salads, even desserts), pet clothing stores, dog sunglasses, even cars enabled to transport dogs and dog washing machines.

In Japan, the pet is considered a member of the family, so the Japanese take good care of their pets. The main factors driving the Japanese pet food market are rising per capita income, rising disposable income, and the humanization of pets. This resulted in a shift to a focus on pet health and also increased consumer spending on a variety of high-quality premium and super-premium pet foods, as well as specialty therapeutic and healthy pet foods. This forces manufacturers to produce high-quality food with natural and organic content in mind. In the product segment, dried foods are mainstream in Japan. However, the demand for wet feeds is increasing due to the high digestibility that wet feeds offer.