By Stephen Payne
Pet Food Institute
China ranks as the world’s most populous country and its economy continues to grow at a double-digit rate each year. In the past, pets have not been a large part of Chinese society – in fact, during certain periods of its recent history, the government has even banned pets.
Times have certainly changed. Pet owners in Beijing, Shanghai, and other large cities, particularly along the coast, are looking for knowledge and products to help care for their new animal companions. Four years ago, Pet Food Institute (PFI) members realized that the growing number of pet owners in China presented a potentially huge market opportunity for commercial pet food products. Though some restrictions on pet ownership remain, such as the daytime prohibition on dog walking in some areas, the Chinese have a growing interest in everything to do with pet dogs and cats.
As part of its U.S. Department of Agriculture-supported Market Access Program, a program designed to increase exports of U.S. food and agriculture products, PFI has begun a comprehensive veterinary and pet owner education program in China. The initial focus of the institute’s work has been in Beijing and Shanghai, China’s two largest cities with some of the highest percentage of pet owners.
In September, PFI staff and Dr. Scott Campbell from the University of California at Davis gave presentations at Beijing Agricultural University and Nanjing University, and conducted seminars for practicing veterinarians in Beijing and Shanghai. PFI also conducted its first walk-in pet clinic where Campbell had a chance to meet with and evaluate pets and their owners living in downtown Shanghai.
“We decided to seriously pursue our marketing program in China because of the huge overall potential for pet food sales in the country,” according to PFI Executive Director Duane Ekedahl. “The Chinese have shown a growing love for pet dogs and cats and we want PFI member companies to be in the market to provide these new pet owners with the best source of nutrition for their animals.” This marketing push is underway despite the recent registration and inspection requirements put in place by the Chinese government that has seriously disrupted U.S. pet food exports (see “Registering Pet Food and Animal Feed Products in China”).
During a veterinary program, Campbell gave veterinary students and those in practice a detailed presentation on handling the nutritional needs of animals in a hospital setting. The use of tube feeding and specialized diets is still new to many veterinarians. The audiences at all the presentations were excited to learn about these advanced technologies they could employ to help animals unable to consume food on their own.
“The Chinese veterinary students seemed very interested in the material presented, and were willing to adopt new foods and feeding strategies, but expressed concerns in two areas,” according to Dr. Campbell. “Firstly, they were aware that some of the foods discussed had limited availability currently in China. Secondly, they were worried that the price of some of the products would be beyond the reach of the average Chinese consumer. If it is possible to address these two points, I imagine that the sales of U.S.-made pet food would increase dramatically.
“I left with the impression that the Chinese veterinary community wants to practice the best medicine, and understands the importance of diet in both the maintenance of pet health and the management of disease,” Campbell added.
In addition to the veterinary trainings, PFI’s program also conducted its first-ever direct pet owner consultation in partnership with a downtown Shanghai pet clinic. Offering a visit with an American veterinarian, though Campbell is originally from Australia, and grooming for pets attracted a wide variety of Chinese dog and cat owners. Language barriers aside, all of the pet owners were given an overview of their pet’s health and recommendations for more exercise, skin treatments, improved nutrition, or other medical help.
Stephen Payne is the vice president of Communications for the Pet Food Institute, the national trade association representing the U.S. dog and cat food industry.
International Report - December 2006 Render