LIST OF CONTENTS AND TABLES

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2 LIST OF CONTENTS AND TABLES Pet Care in Taiwan - Industry Overview... 1 Executive Summary... 1 Market Size Booms Due To Higher Volume Growth and Increasing Unit Prices... 1 Pet Demographic Shift Leads To Retail Sales Change... 1 Premium Segment More Resilient During Price Hikes... 1 Segmentation the Key To Drive Future Growth of Mid-priced Products... 1 Superstore and Internet Retailing the Major Growing Distribution Channels... 1 Key Trends and Developments... 2 Humanisation Trend Fuels Growth Despite Decreasing Pet Population... 2 Higher Raw Material Prices Lead To Non-stop Increase in Retail Prices... 3 Pet Superstores Pose Threat To Small-scale Pet Shops... 4 Internet Gains Importance in Retailing and Marketing... 5 Market Indicators... 6 Table 1 Pet Populations Market Data... 6 Table 2 Sales of Pet Care by Category: Volume Table 3 Sales of Pet Care by Category: Value Table 4 Sales of Pet Care by Category: % Volume Growth Table 5 Sales of Pet Care by Category: % Value Growth Table 6 Pet Food Company Shares Table 7 Pet Food Brand Shares Table 8 Dog and Cat Food Company Shares Table 9 Dog and Cat Food Brand Shares Table 10 Penetration of Private Label by Category Table 11 Sales of Dog and Cat Food by Distribution Format: % Analysis Table 12 Sales of Dog and Cat Food by Category and Distribution Format: % Analysis Table 13 Sales of Pet Care by Distribution Format: % Analysis Table 14 Sales of Pet Care by Category and Distribution Format: % Analysis Table 15 Forecast Sales of Pet Care by Category: Volume Table 16 Forecast Sales of Pet Care by Category: Value Table 17 Forecast Sales of Pet Care by Category: % Volume Growth Table 18 Forecast Sales of Pet Care by Category: % Value Growth Definitions Summary 1 Research Sources Pet Care in Taiwan - Company Profiles Coo Coo G Pet Shop in Pet Care (taiwan) Strategic Direction Key Facts Summary 2 Coo Coo G Pet: Key Facts Summary 3 Coo Coo G Pet Shop: Operational Indicators Internet Strategy... 16

3 Company Background Private Label Competitive Positioning Fwusow Industry Products Co Ltd in Pet Care (taiwan) Strategic Direction Key Facts Summary 4 Fwusow Industry Products Co Ltd: Key Facts Summary 5 Fwusow Industry Products Co Ltd: Operational Indicators Company Background Production Summary 6 Fwusow Industry Products Co Ltd: Production Statistics Competitive Positioning Summary 7 Fwusow Industry Products Co Ltd: Competitive Position Pet Plus Co Ltd in Pet Care (taiwan) Strategic Direction Key Facts Summary 8 Pet Plus Co Ltd: Key Facts Summary 9 Pet Plus Co Ltd: Operational Indicators Internet Strategy Company Background Private Label Competitive Positioning Uni-president Enterprises Corp in Pet Care (taiwan) Strategic Direction Key Facts Summary 10 Uni-President Enterprises Corp: Key Facts Summary 11 Uni-President Enterprises Corp: Operational Indicators Company Background Production Summary 12 Uni-President Enterprises Corp: Production Statistics Competitive Positioning Summary 13 Uni-President Enterprises Corp: Competitive Position Cat Food in Taiwan - Category analysis Headlines Trends Competitive Landscape Prospects Category Indicators Table 19 Cat Owning Households: % Analysis Table 20 Cat Population Table 21 Cat Food Prepared vs Non-prepared Gap: % Analysis Category Data Summary 14 Cat Food by Price Band Table 22 Sales of Cat Food by Category: Volume Table 23 Sales of Cat Food by Category: Value

4 Table 24 Sales of Cat Food by Category: % Volume Growth Table 25 Sales of Cat Food by Category: % Value Growth Table 26 Sales of Premium Cat Food by Category: Value Table 27 Cat Food Company Shares Table 28 Cat Food Brand Shares Table 29 Forecast Sales of Cat Food by Category: Volume Table 30 Forecast Sales of Cat Food by Category: Value Table 31 Forecast Sales of Cat Food by Category: % Volume Growth Table 32 Forecast Sales of Cat Food by Category: % Value Growth Dog Food in Taiwan - Category analysis Headlines Trends Competitive Landscape Prospects Category Indicators Table 33 Dog Owning Households: % Analysis Table 34 Dog Population Table 35 Dog Food Prepared vs Non-prepared Gap: % Analysis Category Data Summary 15 Dog Food by Price Band Table 36 Sales of Dog Food by Category: Volume Table 37 Sales of Dog Food by Category: Value Table 38 Sales of Dog Food by Category: % Volume Growth Table 39 Sales of Dog Food by Category: % Value Growth Table 40 Sales of Premium Dog Food by Category: Value Table 41 Dog Food Company Shares Table 42 Dog Food Brand Shares Table 43 Dog Treats Brand Shares Table 44 Forecast Sales of Dog Food by Category: Volume Table 45 Forecast Sales of Dog Food by Category: Value Table 46 Forecast Sales of Dog Food by Category: % Volume Growth Table 47 Forecast Sales of Dog Food by Category: % Value Growth Other Pet Food in Taiwan - Category analysis Headlines Trends Competitive Landscape Prospects Category Indicators Table 48 Other Pet Population Category Data Table 49 Sales of Other Pet Food by Category: Volume Table 50 Sales of Other Pet Food by Category: Value Table 51 Sales of Other Pet Food by Category: % Volume Growth Table 52 Sales of Other Pet Food by Category: % Value Growth Table 53 Bird Food Brand Shares Table 54 Fish Food Brand Shares

5 Table 55 Small Mammal/Reptile Food Food Brand Shares Table 56 Forecast Sales of Other Pet Food by Category: Volume Table 57 Forecast Sales of Other Pet Food by Category: Value Table 58 Forecast Sales of Other Pet Food by Category: % Volume Growth Table 59 Forecast Sales of Other Pet Food by Category: % Value Growth Pet Products in Taiwan - Category analysis Headlines Trends Competitive Landscape Prospects Category Data Table 60 Sales of Pet Products by Category: Value Table 61 Sales of Pet Products by Category: % Value Growth Table 62 Sales of Pet Healthcare by Type: % Value Breakdown Table 63 Forecast Sales of Pet Products by Category: Value Table 64 Forecast Sales of Pet Products by Category: % Value Growth

6 PET CARE IN TAIWAN - INDUSTRY OVERVIEW EXECUTIVE SUMMARY Market Size Booms Due To Higher Volume Growth and Increasing Unit Prices Taiwan s pet care market recorded healthy growth in 2011, thanks to a stable economic outlook and increasing average spend per pet. Although the total pet population continues to decline, the on-going premiumisation and humanisation trends help to drive up total volume sales. More consumers choose to purchase prepared pet food due to better knowledge of pet care. Total market sales are further boosted as unit price is still trending upwards, albeit at a slower pace compared to previous years. Pet Demographic Shift Leads To Retail Sales Change The downward trend of total pet population in Taiwan is mainly driven by the diminishing population of medium and large-sized dogs. At the same time, continued urbanisation and smaller living spaces led to the increasing population of cats and smaller dogs. Cat-related products register the strongest growth and the trend is likely to continue into the forecast period. In addition, the life expectancy of pets is prolonged due to better pet care and medical treatment. The phenomenon is reflected in decreasing sales of puppies and kittens and increasing contribution from senior dogs and cats. Premium Segment More Resilient During Price Hikes During the review period, the premium segment outperformed Taiwan s pet care market. As unit prices continued to rise, products positioned in the higher price band proved to be more resilient. The message is well received by manufacturers and importers. More high-end products, especially organic pet food or those that use natural ingredients have been introduced to the Taiwan market. Some manufacturers which focus on mid-to-low price bands also plan to expand their product offering and penetrate higher price segments. Segmentation the Key To Drive Future Growth of Mid-priced Products In recent years, mid-priced products saw slower growth as the market continues to polarise. Many industry participants are adopting more nimble strategies and more extensive product offerings to retain or attract new customers. In particular, some mid-priced brands start to launch more breed-specific, age-specific and size-specific pet food products, which were only available in premium-positioned brands in the past. Superstore and Internet Retailing the Major Growing Distribution Channels Although the local economy has bounced back from the bottom, consumers have learned how to shop more smartly and their purchase behaviour is reshaping the competitive landscape of distribution channels. Pet superstores and internet retailing are taking shares from vet clinics and small-scale pet stores, which used to be the major distribution channels in Taiwan.

7 Manufacturers and importers are also discovering the importance of the online community and started to use online marketing more frequently. KEY TRENDS AND DEVELOPMENTS Humanisation Trend Fuels Growth Despite Decreasing Pet Population Current Impact Outlook

8 Future Impact Higher Raw Material Prices Lead To Non-stop Increase in Retail Prices Current Impact Outlook

9 Future Impact Pet Superstores Pose Threat To Small-scale Pet Shops Current Impact Outlook

10 Future Impact Internet Gains Importance in Retailing and Marketing Current Impact Outlook

11 Future Impact MARKET INDICATORS Table 1 Pet Populations '000s of animals Dog Population Cat Population Bird Population Fish Population Small Mammal Population Reptile Population Euromonitor International from official statistics MARKET DATA Table 2 Sales of Pet Care by Category: Volume Tonnes Dog and Cat Food Other Pet Food Note: Pet Care volume sales not calculable at total market level Table 3 Sales of Pet Care by Category: Value NT$ million

12 Dog and Cat Food Other Pet Food Pet Food Cat Litter Pet Healthcare Pet Dietary Supplements Other Pet Products Pet Products Pet Care Note: Pet Care volume sales not calculable at total market level Table 4 Sales of Pet Care by Category: % Volume Growth % volume growth 2010/ CAGR 2006/11 TOTAL Dog and Cat Food Other Pet Food Note: Pet Care volume sales not calculable at total market level Table 5 Sales of Pet Care by Category: % Value Growth % current value growth 2010/ CAGR 2006/11 TOTAL Dog and Cat Food Other Pet Food Pet Food Cat Litter Pet Healthcare Pet Dietary Supplements Other Pet Products Pet Products Pet Care Note: Pet Care volume sales not calculable at total market level Table 6 Pet Food Company Shares % retail value rsp Company

13 Total Table 7 Pet Food Brand Shares % retail value rsp Brand Company

14 Total Table 8 Dog and Cat Food Company Shares % retail value rsp Company

15 Total Table 9 Dog and Cat Food Brand Shares % retail value rsp Brand Company Others Total

16 Table 10 Penetration of Private Label by Category % retail value rsp Pet Care Pet Food Pet Products Table 11 Sales of Dog and Cat Food by Distribution Format: % Analysis % retail value rsp Store-Based Retailing - Grocery Retailers - - Supermarkets/ Hypermarkets - - Discounters - - Other Grocery Retailers - Non-Grocery Retailers - - Pet superstores - - Pet shops - - Veterinary clinics - - Other Non-Grocery Retailers Non-Store Retailing - Homeshopping - Internet Retailing - Direct Selling Total Table 12 % retail value rsp Sales of Dog and Cat Food by Category and Distribution Format: % Analysis 2011 CF DF Store-Based Retailing Grocery Retailers Supermarkets/Hypermarkets Discounters Other Grocery Retailers Non-Grocery Retailers Pet superstores Pet shops Veterinary clinics Other Non-Grocery Retailers Non-Store Retailing Homeshopping Internet Retailing Direct Selling

17 Total Key: CF = Cat Food; DF = Dog Food Table 13 Sales of Pet Care by Distribution Format: % Analysis % retail value rsp Store-Based Retailing - Grocery Retailers - - Supermarkets/ Hypermarkets - - Discounters - - Other Grocery Retailers - Non-Grocery Retailers - - Pet superstores - - Pet shops - - Veterinary clinics - - Other Non-Grocery Retailers Non-Store Retailing - Homeshopping - Internet Retailing - Direct Selling Total Table 14 Sales of Pet Care by Category and Distribution Format: % Analysis 2011 % retail value rsp PF PP Store-Based Retailing Grocery Retailers Supermarkets/Hypermarkets Discounters Other Grocery Retailers Non-Grocery Retailers Pet superstores Pet shops Veterinary clinics Other Non-Grocery Retailers Non-Store Retailing Homeshopping Internet Retailing Direct Selling Total Key: PF = Pet Food; PP = Pet Products Table 15 Forecast Sales of Pet Care by Category: Volume

18 Tonnes Dog and Cat Food Other Pet Food Note: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Pet Care volume sales not calculable at total market level Table 16 Forecast Sales of Pet Care by Category: Value NT$ million Dog and Cat Food Other Pet Food Pet Food Cat Litter Pet Healthcare Pet Dietary Supplements Other Pet Products Pet Products Pet Care Note: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Pet Care volume sales not calculable at total market level Table 17 Forecast Sales of Pet Care by Category: % Volume Growth % volume growth Dog and Cat Food Other Pet Food Note: 2015/ CAGR 2011/16 TOTAL Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Pet Care volume sales not calculable at total market level Table 18 Forecast Sales of Pet Care by Category: % Value Growth % constant value growth Dog and Cat Food Other Pet Food Pet Food Cat Litter Pet Healthcare Pet Dietary Supplements Other Pet Products Pet Products Pet Care CAGR 2011/16 TOTAL Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources

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29 CAT FOOD IN TAIWAN - CATEGORY ANALYSIS HEADLINES Cat food registers a robust 11% increase in current value terms in 2011 As production costs increase, unit prices are driven upwards to NT$175 per kg Premium cat food enjoys the most vibrant current value growth of 14% among the different price bands Mars Inc leads cat food with a 29% current value share in 2010 Cat food is expected to grow at a constant value CAGR of 7% over the forecast period TRENDS Cat food registers a robust 11% current value growth in Cats become increasing favoured as a house pet as they are generally easier to maintain and are more independent as compared to other pets such as dogs and rabbits. The cat population is expected to rise from 287,000 in 2010 to 292,000 in 2011, encouraging healthy growth in the sales performance of cat food in Taiwan. Leaping two percentage points from 46% in 2010 to reach 48% in 2011, prepared food for cats is becoming more popular in Taiwan. Convenience remains a big drawing factor as working people in Taiwan have less time to care for and prepare food for their pet cats. In addition, prepared food is perceived to be more nutritional for pet cats and doting owners are willing to spend to ensure their pets are getting all the essential nutrients required for good health. Premium cat food will enjoy the most vibrant current value growth of 14% among the different price bands. As cat owners are increasingly willing to purchase premium cat food to provide the best for their cats, unit prices are pushed upwards. In addition, rising costs of production and raw materials further drive an increase in retail selling prices. Therefore, unit prices are driven upwards from NT$167 per kg in 2010 to NT$175 per kg in In both dry cat food and wet cat food, age-specific food is increasingly popular with other cat food experiencing a decline. Other wet cat food will see a decline of half a percentage point to reach an 89% current value share, while other dry cat food will also fall by half a percentage point to a 13% value share. Kitten-specific variants in both dry and wet cat food have enjoyed growth in 2010 as there is a surge in more consumers choosing to keep cats as pets. Formulas for indoor cats are increasingly offered by manufacturers as it is observed that cats kept in metropolitan areas have less space to roam and generally lack exercise to burn excess calories. Therefore, indoor formulas which contain fewer calories and less protein per serving as compared to regular cat food are increasingly showing up on store shelves in the various distribution channels. Dry cat food will outperform wet cat food in 2011, experiencing a much faster 12% current value growth. Wet cat food will register a comparatively slower 8% current value growth in As rising raw material and production costs drive retail selling prices upwards, the

30 relatively lower price of dry cat food leads some consumers to increase the proportion of dry cat food versus wet cat food fed to their pets. Pet superstores will show good growth to reach a 5% current value share in 2011, as consumers find it especially convenient to be able to shop for their pets needs and have pet care services such as grooming all under one roof. The leading distribution channels will still be pet shops and supermarkets/hypermarkets which will account for 42% and 37% current value shares respectively in This is large contributed by the wide network of these retail stores, making it very convenient for consumers to visit. With the rising retail selling prices due to increased raw material and production costs, more consumers prefer to purchase larger pack sizes as the unit price is lower and more economical. In response to this, Pet Life by Uni-President Enterprises Corp introduced a larger pack size of 6kg in Previously, its largest pack size was only 1.5kg. This proved popular among consumers and drove a slight increase in its brand share to 7% in mid-priced dry cat food in COMPETITIVE LANDSCAPE In 2010, Mars Inc continued to dominate cat food with a value share of 29%. This leading position is sustained by its strong brand portfolio consisting of Royal Canin, Whiskas and Nutro Choice which have established a steady group of loyal consumers. Nestlé Taiwan Ltd trailed closely behind with a 26% value share in Friskies by Nestlé Taiwan Ltd remains the most popular brand of cat food in Taiwan in 2010, with a 22% share of cat food value. PROSPECTS Cat food is anticipated to grow at a healthy constant value CAGR of 7% over the forecast period. This is mainly because the population of cats is expected to increase from 292,000 in

31 2011 to 318,000 in Cats become increasing favoured as a house pet as they are generally easier to maintain and are more independent as compared to other pets such as dogs and rabbits. Also, as more consumers are expected to shift from non-prepared food to prepared food, growth remains on a positive trend over the forecast period. CATEGORY INDICATORS Table 1 Cat Owning Households: % Analysis % households Households owning a cat Euromonitor International from official statistics Table 2 Cat Population '000s of animals

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33 Wet Cat Food Cat Food Table 6 Sales of Cat Food by Category: % Volume Growth % volume growth Cat Treats and Mixers Dry Cat Food Wet Cat Food Cat Food 2010/ CAGR 2006/11 TOTAL Table 7 Sales of Cat Food by Category: % Value Growth % current value growth Cat Treats and Mixers Dry Cat Food Wet Cat Food Cat Food 2010/ CAGR 2006/11 TOTAL Table 8 Sales of Premium Cat Food by Category: Value NT$ million Premium Dry Cat Food Premium Wet Cat Food Premium Cat Food Table 9 Cat Food Company Shares % retail value rsp Company

34 Total Table 10 Cat Food Brand Shares % retail value rsp Brand Company

35 Total Table 11 Forecast Sales of Cat Food by Category: Volume Tonnes Cat Treats and Mixers Dry Cat Food Wet Cat Food Cat Food Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 12 Forecast Sales of Cat Food by Category: Value NT$ million Cat Treats and Mixers Dry Cat Food Wet Cat Food Cat Food Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 13 Forecast Sales of Cat Food by Category: % Volume Growth % volume growth Cat Treats and Mixers Dry Cat Food Wet Cat Food Cat Food 2015/ CAGR 2011/16 TOTAL Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 14 Forecast Sales of Cat Food by Category: % Value Growth % constant value growth Cat Treats and Mixers Dry Cat Food Wet Cat Food Cat Food CAGR 2011/16 TOTAL Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources

36 DOG FOOD IN TAIWAN - CATEGORY ANALYSIS HEADLINES Dog food registers a vibrant current value growth of 7% in 2011 Premiumisation continues as dog owners continue to humanise their pets, regarding them as family As production costs increase, unit prices are driven upwards to NT$122 per kg Mars Inc ranks first in dog food with a 26% current value share in 2010 Dog food is expected to grow at a constant value CAGR of 2% over the forecast period TRENDS Dog food is expected to deliver a vibrant sales performance in 2011 by registering 7% current value growth. This healthy growth is attributable to the rising popularity of premium brands which are perceived to be more nutritional options for pets. In addition, heightening production costs and raw material costs also place upward pressure on the retail selling prices of dog food. Wet dog food will continue to see negative volume growth of 2% in Persisting beyond 2010, more dog owners are observed to switch from wet dog food to dry dog food. Firstly, the rise in the retail selling prices drives more consumers to trade down from the more expensive wet dog food which costs NT$147 per kg to the dry dog food costing a much lower NT$113 per kg in Apart from being more cost-friendly than wet dog food, dry dog food is easy to store and handle. Hence, on the contrary, dry dog food will experience a 3% volume growth in Total dog population will decline marginally in 2011, continuing on with the trend which persisted over the entire review period. Apart from the heightening costs needed to take care of a dog, many working families also find it too time-consuming. With regards to the different breeds, small dogs under 9kg are still growing in number as many find them more affordable and easier to care for. In addition, increased urbanisation leading to smaller houses also reflects less space for pet owners to rear a medium or large dog in Taiwan, with too little room for them to roam within the house. Prepared food percentage for dogs continues to increase, and is expected to rise by one percentage point over 2010 to reach 39% in Convenience remains a key reason behind the growing switch to prepared food as working people in Taiwan have increasingly less time to care and prepare food for their pet dogs. In addition, prepared food is perceived to contain nutrients specifically catering for dogs. Therefore, more dog owners begin to opt for prepared food for their pet dogs instead. This switch contributes to the anticipated positive volume growth of 2% in dog food, despite the declining dog population in Taiwan in With the better care that dog owners are giving their pet dogs, the average life expectancy of dogs has generally increased over the years. There are a larger number of senior dogs requiring dog food specially tailored to the nutritional needs of elderly dogs. As a result, wet dog food for senior dogs grew from a value share of 3.5% in 2009 to 3.8% in Similarly,

37 dry dog food for senior dogs also grew from 18.7% current value share in 2009 to 18.9% in As dry dog food grows in popularity compared with wet dog food, flexible plastic packaging becomes increasingly common on store shelves in comparison to metal food cans and aluminium trays which are typically used to package wet dog food. Regarding pack sizes, single meal packs are more popular for wet dog food as it spoils quickly once packaging is opened. On the contrary, large pack sizes for dry dog food are a popular choice among consumers as its unit price is lower compared to smaller pack sizes. It is also easy to store and keep. As the humanisation trend becomes more prominent, pet owners begin to seek food that is ideal for their pets health conditions, in a similar way to how they care for themselves. For example, if their dogs are obese, they will purchase dog food tailored to keep the dog lean and control its weight. Apart from obesity, other health conditions typically covered by dog food manufacturers include sensitive skin, sensitive stomach, oral care and joint care. COMPETITIVE LANDSCAPE In 2010, Mars Inc continued to lead with a 26% value share. This stronghold is contributed by its portfolio of well-established brands including Pedigree, Royal Canin, Cesar and Choice covering both premium and mid-priced dog food. In second and third places were local manufacturer Uni-President Enterprises Corp and global firm Hill's Pet Nutrition Inc with 16% and 14% current value shares in 2010 respectively.

38 PROSPECTS Dog food is anticipated to experience a 2% constant value CAGR over the forecast period, representing a slowdown when compared to the 8% constant value CAGR experienced over the review period. This slowdown is due to the expected decline in the dog population over the forecast period. However, as more consumers are speculated to shift from non-prepared food to prepared food, growth remains on a positive trend over the forecast period.

39 CATEGORY INDICATORS Table 1 Dog Owning Households: % Analysis % households Households owning a dog Euromonitor International from official statistics Table 2 Dog Population '000s of animals Dog Population Euromonitor International from official statistics Table 3 Dog Food Prepared vs Non-prepared Gap: % Analysis % total consumption Prepared dog food Non-prepared dog food Total dog food Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources CATEGORY DATA

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41 2010/ CAGR 2006/11 TOTAL Dog Treats and Mixers Dry Dog Food Wet Dog Food Dog Food Table 8 Sales of Premium Dog Food by Category: Value NT$ million Premium Dry Dog Food Premium Wet Dog Food Premium Dog Food Table 9 Dog Food Company Shares % retail value rsp Company

42 Total Table 10 Dog Food Brand Shares % retail value rsp Brand Company Total Table 11 Dog Treats Brand Shares % retail value rsp Brand Company

43 Total Table 12 Forecast Sales of Dog Food by Category: Volume Tonnes Dog Treats and Mixers Dry Dog Food Wet Dog Food Dog Food Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 13 Forecast Sales of Dog Food by Category: Value NT$ million Dog Treats and Mixers Dry Dog Food Wet Dog Food Dog Food Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 14 Forecast Sales of Dog Food by Category: % Volume Growth % volume growth Dog Treats and Mixers Dry Dog Food Wet Dog Food Dog Food 2015/ CAGR 2011/16 TOTAL Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 15 Forecast Sales of Dog Food by Category: % Value Growth

44 % constant value growth Dog Treats and Mixers Dry Dog Food Wet Dog Food Dog Food CAGR 2011/16 TOTAL Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources

45 OTHER PET FOOD IN TAIWAN - CATEGORY ANALYSIS HEADLINES Volume sales of other pet food decline by 1% in 2011 due to a declining population of birds and fish Population of rabbits increases rapidly in 2011 as it is the year of the rabbit based on the lunar calendar Small mammal/reptile food achieves 10% current value growth in 2011 as pet ownership of rabbits becomes popular Other pet food is expected to register constant value growth of 4% over the forecast period TRENDS Other pet food is anticipated to experience a volume decline of 1% in This slowdown is a result of the decline in both the fish and bird populations in The bird population will decline from 630,000 in 2010 to 622,000 in 2011, while the fish population decreases from 6.9 million in 2010 to 6.8 million in As raw material and production costs increase, retail selling prices also shift upwards thus resulting in a positive 3% current value growth in The lunar year of 2011 is the year of the rabbit according to the Chinese zodiac. Therefore, a large number of consumers bought rabbits, sparking rapid growth in the population of rabbits. Overall, the small mammal population will grow from 275,000 in 2010 to 286,000 in 2011.This will spark rapid current value growth of 10% in the sales of small mammal/reptile food. In volume terms, it will grow by 6% in Compared to larger pets such as dogs and cats, many find small mammals such as rabbits more affordable and easier to care for. In addition, increased urbanisation leading to smaller houses also reflects less space for pet owners to rear dogs and cats in Taiwan due to a lack of room for them to roam within the house. Combined, this contributes to the growing consumer preference for keeping small mammals as pets observed in Due to the high costs required to purchase and maintain fish and birds, in particular the more exotic species, most of the owners of fish and birds are typically the more well-to-do and older consumers. As this consumer group ages and also because these two types of pets are also less popular among the younger consumers, the fish and bird populations will decline in Consequently, fish food and bird food will each suffer a volume decline of 1% in The key distribution channel for other pet food in 2011 will be pet shops, holding a 90% value share. Apart from the typical pet shops which sell a wide range of pet food for all house pets, these also include the more specialised bird shops and aquarium stores. Supermarkets/hypermarkets will hold a minor value share of 5% in 2011 as they carry a very limited range of food for birds and small mammals. COMPETITIVE LANDSCAPE

46 Hai Feng Feeds Co Ltd held the leading position in other pet food with a 34% value share in 2010, due to its clear focus on fish food. It ranks first in sales of fish food with a 35% value share in 2010 with its well-established and trusted brand name, Hai Feng. This strong reputation is built by providing consumers with consistently high quality fish food over the years. It also gives consumers a broad range of products to choose from, with more than 30 fish food products. It also has a strong distribution network through pet shops, including aquarium stores. PROSPECTS Other pet food is expected to experience a negative volume CAGR of 1% over the forecast period. This slowdown is led by the predicted decline in the overall population of other pets. The population of other pets is likely to decline from 7.7 million in 2011 to 7.5 million in 2016.

47 CATEGORY INDICATORS Table 1 Other Pet Population '000s of animals Bird Population Fish Population Small Mammal Population Reptile Population Euromonitor International from official statistics CATEGORY DATA Table 2 Sales of Other Pet Food by Category: Volume Tonnes Bird Food Fish Food Small Mammal/Reptile Food Other Pet Food Table 3 Sales of Other Pet Food by Category: Value NT$ million Bird Food Fish Food Small Mammal/Reptile Food Other Pet Food Table 4 Sales of Other Pet Food by Category: % Volume Growth % volume growth Bird Food Fish Food Small Mammal/Reptile Food 2010/ CAGR 2006/11 TOTAL

48 Other Pet Food Table 5 Sales of Other Pet Food by Category: % Value Growth % current value growth Bird Food Fish Food Small Mammal/Reptile Food Other Pet Food 2010/ CAGR 2006/11 TOTAL Table 6 Bird Food Brand Shares % retail value rsp Brand Company Total Table 7 Fish Food Brand Shares % retail value rsp Brand Company Total

49 Table 8 Small Mammal/Reptile Food Food Brand Shares % retail value rsp Brand Company Total Table 9 Forecast Sales of Other Pet Food by Category: Volume Tonnes Bird Food Fish Food Small Mammal/Reptile Food Other Pet Food Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 10 Forecast Sales of Other Pet Food by Category: Value NT$ million Bird Food Fish Food Small Mammal/Reptile Food Other Pet Food Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 11 Forecast Sales of Other Pet Food by Category: % Volume Growth % volume growth Bird Food Fish Food Small Mammal/Reptile Food Other Pet Food 2015/ CAGR 2011/16 TOTAL Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 12 Forecast Sales of Other Pet Food by Category: % Value Growth % constant value growth

50 CAGR 2011/16 TOTAL Bird Food Fish Food Small Mammal/Reptile Food Other Pet Food Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources

51 PET PRODUCTS IN TAIWAN - CATEGORY ANALYSIS HEADLINES Pet products records a vibrant value growth of 8% in 2011 Pet dietary supplements registers the most rapid current value growth of 10% in 2011 Consumers are increasingly educated on the availability and benefits of pet dietary supplements and pet healthcare products Pet shops represents the key distribution channel of pet products, holding a 60% value share in 2011 Pet products is expected to deliver a constant value CAGR of 7% over the forecast period TRENDS As humanisation increases with growing consumer awareness of the types of pet dietary supplements and pet healthcare available, pet products will enjoy vibrant value growth of 8% in Real GDP in Taiwan is bouncing back from the economic slowdown, reaching 9% growth in 2010 and is expected to stand at a positive 4% in This bright outlook brings about positive consumer sentiments, increasing the willingness to spend more on other pet products from pet healthcare and pet dietary supplements to other non-essential pet products such as toys for dogs and cats. Pet dietary supplements is expected to register the most rapid current value growth of 10% in Due to humanisation, a growing number of pet owners have come to perceive and believe that their pets overall state of health can be improved by taking dietary supplements. The willingness to try these products also comes from the improved economic outlook which expanded many consumers disposable income and willingness to spend. Distribution is also more common now, expanding beyond veterinary clinics to most pet shops and pet superstores stocking more variety. Riding on a similar trend, pet healthcare will also grow by a healthy 5% in current value terms in Cat litter is mostly used for cats and small mammals such as rabbits. Strong population growth will take place for both cats and small mammals in 2011, with cats growing from 287,000 in 2010 to 292,000 in 2011 and small mammals increasing from 275,000 in 2010 to 286,000 in With this, cat litter will enjoy strong current value growth of 6% in 2011, two percentage points faster than its growth in As consumers are more educated about the possible transmission of ticks and fleas, more consumers purchase flea/tick treatments for their pets. These products are usually purchased at specialist pet stores such as pet shops, pet superstores and veterinary clinics and are applied at home without veterinary consult or supervision. Flea/tick treatments account for a 34% share of pet healthcare value sales. Worming treatments represent an 11% share of value sales, while the remainder is accounted for by other products. Increasingly, at pet specialist stores such as pet shops, pet superstores and veterinary clinics, consumers are provided with brief consultations on the recommended feeds for their pets. As a result, consumer awareness on pet healthcare and pet dietary supplements is on the rise as consumers recognise its ability to ensure the health and wellness of their beloved pets.

52 Therefore, pet shops, pet superstores and veterinary clinics represent a major 77% value share of pet products sales in COMPETITIVE LANDSCAPE Hartz Mountain Corp led pet products with a 6% value share in It has a broad range of products including pet grooming essentials such as shampoos and brushes, to vitamins and dietary supplements for numerous functions such as joint care. It has a fairly strong level of brand awareness as it regularly posts adverts in pet magazines to promote its products. It is also widely distributed across a vast network of pet shops and pet superstores. PROSPECTS Pet products is expected to grow at a healthy constant value CAGR of 7% over the forecast period. Moving forward, real GDP growth is expected to remain healthy in the range of 4% to 5% over the forecast period. Therefore, positive consumer sentiments are likely to drive pet owners to continue purchasing non-essential but beneficial products such as pet dietary supplements, pet healthcare and pet toys and cages which fall under other pet products.

53 CATEGORY DATA Table 1 Sales of Pet Products by Category: Value NT$ million Cat Litter Pet Healthcare Pet Dietary Supplements Other Pet Products Pet Products 5, , , , ,722. 7,2 1. Table 2 Sales of Pet Products by Category: % Value Growth % current value growth Cat Litter Pet Healthcare Pet Dietary Supplements Other Pet Products Pet Products 2010/ CAGR 2006/11 TOTAL Table 3 Sales of Pet Healthcare by Type: % Value Breakdown % retail value rsp Flea/Tick Treatments Worming Treatments Other Products Total Table 4 Forecast Sales of Pet Products by Category: Value NT$ million Cat Litter Pet Healthcare Pet Dietary Supplements

54 Other Pet Products Pet Products,,,,,, Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 5 Forecast Sales of Pet Products by Category: % Value Growth % constant value growth Cat Litter Pet Healthcare Pet Dietary Supplements Other Pet Products Pet Products CAGR 2011/16 TOTAL Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources