Japan Pet Products
The pet product market in Japan remains strong after a surge in pet ownership during the COVID-19 pandemic. The July 2024 edition of Nikkei Trendy, a monthly magazine that evaluates consumer goods and services and analyzes consumer trends, reported that while pet ownership has been declining since its peak during the COVID-19 pandemic, the pet retail market continues to grow due to the introduction of new products and services. The Yano Research Institute, a private market research company, estimates that the retail market for pets and pet equipment was valued at approximately $12.4 billion in fiscal year 2023, reflecting a 4.5% growth compared to fiscal year 2022.
Since the 1970s, Japan has seen a consistent decline in annual birth rates. The Ministry of Health, Labor, and Welfare recently released statistics showing that Japan’s total fertility rate fell for the eighth consecutive year to a record low of 1.20 in 2023. In light of this demographic shift, many Japanese pet owners tend to view their pets as children and are willing to invest in their health and quality of life. Consequently, products and services that cater to the “humanization” of pets are becoming increasingly popular.
This trend has also led to an increase in the number of pet-friendly locations, such as cafes, restaurants, stores, and theme parks. Accommodations offering high-quality rooms and services for travelers with pets have grown over the past several years. Travelers who want to bring their pets along on outings often purchase special clothing, accessories, supplies, and related equipment such as strollers. Moreover, given Japan’s frequent natural disasters, such as earthquakes and severe storms, pet owners are investing in crates and carriers that are both easy to carry and comfortable for their pets, as well as GPS tracking devices in case their pets are lost or escape during evacuations or emergencies.
Pet owners are concerned not only with their pets’ physical health but also with their mental well-being. It is becoming more common for pet owners to monitor their pets with cameras while they are away from home. Home appliances designed to help pets live stress-free lives, such as automated feeding machines, automated toilets, electric water fountains with filtration functions, pet dryers, quiet vacuums, and electric clippers, are selling well in the Japanese market.
Based on these current trends, high-quality U.S. high-tech pet products have significant potential in the Japanese market. Products and services that incorporate cutting-edge technologies to help pet owners maintain their pets’ health, quality of life, and travel companionship are particularly promising.
Exhibiting at trade shows in Japan is one way to introduce high-quality U.S. pet products to Japanese buyers. Additionally, Japanese buyers often participate in major pet product trade shows held in the United States. U.S. suppliers interested in learning more about opportunities in the Japanese pet product market should contact Commercial Service Japan at office.tokyo@trade.gov