Philippines Upscale Pet Food and Supplies
The pet food and services market in the Philippines has grown exponentially in recent years, driven by a surge in pet ownership and changing attitudes towards animal care. Pets, especially dogs, are increasingly treated as members of the family, with their health and well-being prioritized by their owners. For U.S. exporters, this presents a promising opportunity to tap into a vibrant and expanding market. Understanding local preferences, navigating regulatory requirements, and building strong partnerships are essential to successfully entering the Philippine pet food and services sector. This guide provides insights into the current market landscape and offers strategies for U.S. exporters to capitalize on the growing demand for premium pet products and services.
A recent survey by Kantar Philippines (January 2024) revealed that 94% of Filipino households own pets, marking the highest level of pet ownership in Southeast Asia. Dogs dominate the pet scene, making up 68% of household pets, with popular breeds including the Labrador Retriever, Doberman Pinscher, German Shepherd, Shih Tzu, and Golden Retriever. Cats also have a significant presence in Filipino homes. Pets are not just animals in the Philippines—they are treated like family members, and their health, happiness, and well-being are top priorities for their owners.
According to the United States Department of Agriculture’s Global Agricultural Information Network (GAIN) report, the Philippines ranked as the 9th largest market for U.S. dog and cat food in 2021. Local pet owners have a strong preference for imported dry organic pet food products, such as kibbles, dental sticks, and other nutritional options. These products are seen as beneficial for addressing pets’ health concerns and ensuring their nutritional needs are met.
While premium products are in demand, price sensitivity remains a key factor for many Filipino pet owners. Economical alternatives are still highly sought after when available. Nevertheless, the willingness to invest in quality products shows the increasing importance of pet health in the country.
The U.S. currently holds a 26% share of the Philippine market for imported pet food, with strong competition from Thailand (36%), the European Union (15%), Australia (12%), and China (11%). This competitive landscape highlights the importance of differentiating products through quality, marketing, and strategic partnerships.
In addition to food, the demand for pet services is also rising. A study by Kantar Philippines highlighted that high-income pet owners often purchase premium toys, clothing, and other accessories for their pets. In urban settings, pet diapers, carriers, and strollers have become commonplace, as owners frequently bring their pets to malls and parks. It’s not unusual to see dogs in restaurants and shopping centers, often wearing dog diapers to comply with indoor public space regulations. In some affluent households, it’s even common to hire a nanny or “yaya” specifically to care for the family dog, reflecting the elevated status pets hold in these homes.
A separate survey by TGM Research indicated that veterinary services are the most common type of pet service, with grooming services accounting for 33% and pet sitters/walkers at 7%. This underscores the expanding ecosystem of pet-related services that U.S. companies can tap into. For U.S. exporters looking to enter the Philippine pet food and services market, establishing a partnership with a local importer is critical. A local partner can assist with navigating the country’s regulatory environment, particularly the Philippine FDA’s registration process, and help develop marketing strategies that resonate with Filipino consumers.
Participation in regional trade shows is another valuable strategy for U.S. companies. These events offer opportunities to gain firsthand insights into consumer preferences, understand the competitive landscape, and build connections with potential business partners.
The Philippines presents a significant growth opportunity for U.S. exporters in the pet food and services market. With increasing pet ownership, a rising demand for premium products, and an expanding services sector, U.S. companies have the chance to establish a strong presence in this burgeoning market. By understanding local consumer behavior, forming strategic partnerships, and actively participating in trade events, exporters can successfully navigate and thrive in the Philippine pet industry.
For more information email Katrina Domingo, Commercial Specialist at Katrina.Domingo@trade.gov, and U.S. Foreign Agriculture Service Manila at email address AGManila@state.gov.