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LIST OF CONTENTS AND TABLES Cat Food in Taiwan - Category analysis......................................................................................... 1 Headlines ........................................................................................................................................ 1 Trends ............................................................................................................................................. 1 Competitive Landscape .................................................................................................................. 2 Prospects ........................................................................................................................................ 2 Category Indicators ......................................................................................................................... 3 Table 1 Table 2 Table 3

Cat Owning Households: % Analysis 2006-2011 .......................................... 3 Cat Population 2006-2011 ............................................................................. 3 Cat Food Prepared vs Non-prepared Gap: % Analysis 2006-2011 .............. 4

Category Data ................................................................................................................................. 4 Summary 1 Table 4 Table 5 Table 6 Table 7 Table 8 Table 9 Table 10 Table 11 Table 12 Table 13 Table 14

Cat Food by Price Band 2010 ........................................................................ 4 Sales of Cat Food by Category: Volume 2006-2011 ..................................... 4 Sales of Cat Food by Category: Value 2006-2011 ........................................ 4 Sales of Cat Food by Category: % Volume Growth 2006-2011 .................... 5 Sales of Cat Food by Category: % Value Growth 2006-2011 ....................... 5 Sales of Premium Cat Food by Category: Value 2006-2011 ........................ 5 Cat Food Company Shares 2006-2010 ......................................................... 5 Cat Food Brand Shares 2007-2010 ............................................................... 6 Forecast Sales of Cat Food by Category: Volume 2011-2016 ..................... 7 Forecast Sales of Cat Food by Category: Value 2011-2016......................... 7 Forecast Sales of Cat Food by Category: % Volume Growth 20112016 ............................................................................................................... 7 Forecast Sales of Cat Food by Category: % Value Growth 2011-2016 ....... 7

Cat Food in Taiwan - Company Profiles ......................................................................................... 9 Fwusow Industry Products Co Ltd in Pet Care (taiwan)................................................................. 9 Strategic Direction ....................................................................................................................... 9 Key Facts..................................................................................................................................... 9 Summary 2 Summary 3

Fwusow Industry Products Co Ltd: Key Facts ............................................... 9 Fwusow Industry Products Co Ltd: Operational Indicators ........................... 9

Company Background................................................................................................................. 9 Production ................................................................................................................................. 10 Summary 4

Fwusow Industry Products Co Ltd: Production Statistics 2010 ................... 10

Competitive Positioning............................................................................................................. 10 Summary 5

Fwusow Industry Products Co Ltd: Competitive Position 2010 .................. 10

Uni-president Enterprises Corp in Pet Care (taiwan) ................................................................... 11 Strategic Direction ..................................................................................................................... 11 Key Facts................................................................................................................................... 11 Summary 6 Summary 7

Uni-President Enterprises Corp: Key Facts ................................................. 11 Uni-President Enterprises Corp: Operational Indicators ............................. 11

Company Background............................................................................................................... 12 Production ................................................................................................................................. 12 Summary 8

Uni-President Enterprises Corp: Production Statistics 2010 ....................... 13

Competitive Positioning............................................................................................................. 13

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Summary 9

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Uni-President Enterprises Corp: Competitive Position 2010 ...................... 13

Pet Care in Taiwan - Industry Overview ....................................................................................... 14 Executive Summary ...................................................................................................................... 14 Market Size Booms Due To Higher Volume Growth and Increasing Unit Prices .................... 14 Pet Demographic Shift Leads To Retail Sales Change............................................................ 14 Premium Segment More Resilient During Price Hikes ............................................................. 14 Segmentation the Key To Drive Future Growth of Mid-priced Products .................................. 14 Superstore and Internet Retailing the Major Growing Distribution Channels .......................... 14 Key Trends and Developments .................................................................................................... 15 Humanisation Trend Fuels Growth Despite Decreasing Pet Population ................................. 15 Higher Raw Material Prices Lead To Non-stop Increase in Retail Prices ................................ 16 Pet Superstores Pose Threat To Small-scale Pet Shops ........................................................ 17 Internet Gains Importance in Retailing and Marketing ............................................................. 18 Market Indicators........................................................................................................................... 19 Table 15

Pet Populations 2006-2011.......................................................................... 19

Market Data ................................................................................................................................... 19 Table 16 Table 17 Table 18 Table 19 Table 20 Table 21 Table 22 Table 23 Table 24 Table 25 Table 26 Table 27 Table 28 Table 29 Table 30 Table 31 Table 32

Sales of Pet Care by Category: Volume 2006-2011 ................................... 19 Sales of Pet Care by Category: Value 2006-2011 ...................................... 19 Sales of Pet Care by Category: % Volume Growth 2006-2011 .................. 20 Sales of Pet Care by Category: % Value Growth 2006-2011 ..................... 20 Pet Food Company Shares 2006-2010 ....................................................... 20 Pet Food Brand Shares 2007-2010 ............................................................. 21 Dog and Cat Food Company Shares 2006-2010 ........................................ 22 Dog and Cat Food Brand Shares 2007-2010 .............................................. 23 Penetration of Private Label by Category 2006-2010 ................................. 24 Sales of Dog and Cat Food by Distribution Format: % Analysis 20062011 ............................................................................................................. 24 Sales of Dog and Cat Food by Category and Distribution Format: % Analysis 2011 ............................................................................................... 24 Sales of Pet Care by Distribution Format: % Analysis 2006-2011 .............. 25 Sales of Pet Care by Category and Distribution Format: % Analysis 2011 ............................................................................................................. 25 Forecast Sales of Pet Care by Category: Volume 2011-2016 .................... 25 Forecast Sales of Pet Care by Category: Value 2011-2016 ....................... 26 Forecast Sales of Pet Care by Category: % Volume Growth 20112016 ............................................................................................................. 26 Forecast Sales of Pet Care by Category: % Value Growth 2011-2016 ...... 26

Definitions...................................................................................................................................... 27 Summary 10

Research Sources ........................................................................................ 27

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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 2011. 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 2011.  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 2011. As rising raw material and production costs drive retail selling prices upwards, the

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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 2011. 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 2010. 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 2010.

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 2010. 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. 

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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

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2011 to 318,000 in 2016. 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. 

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CATEGORY INDICATORS Table 1

Cat Owning Households: % Analysis 2006-2011

% households 2006 Households owning a cat Source:

Euromonitor International from official statistics

Table 2

Cat Population 2006-2011

'000s of animals

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2007

2008

2009

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2010

2011

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Wet Cat Food Cat Food Source:

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Table 6

Sales of Cat Food by Category: % Volume Growth 2006-2011

% volume growth 2010/11

2006-11 CAGR

Cat Treats and Mixers Dry Cat Food Wet Cat Food Cat Food Source:

2006/11 TOTAL

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Table 7

Sales of Cat Food by Category: % Value Growth 2006-2011

% current value growth 2010/11

2006-11 CAGR

Cat Treats and Mixers Dry Cat Food Wet Cat Food Cat Food Source:

2006/11 TOTAL

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Table 8

Sales of Premium Cat Food by Category: Value 2006-2011

NT$ million 2006

2007

Premium Dry Cat Food Premium Wet Cat Food Premium Cat Food Source:

2008

2009

2010

2011

Data removed from sample

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Table 9

Cat Food Company Shares 2006-2010

% retail value rsp Company

2006

2007

Data removed from sample

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2008

2009

2010

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Data removed from sample

Total Source:

100.0

100.0

100.0

100.0

100.0

2009

2010

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Table 10

Cat Food Brand Shares 2007-2010

% retail value rsp Brand

Company

2007

Data removed from sample

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2008

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Data removed from sample Total Source:

100.0

100.0

100.0

100.0

2015

2016

2015

2016

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Table 11

Forecast Sales of Cat Food by Category: Volume 2011-2016

Tonnes 2011

2012

Cat Treats and Mixers Dry Cat Food Wet Cat Food Cat Food Source:

2013

2014

Data removed from sample

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Table 12

Forecast Sales of Cat Food by Category: Value 2011-2016

NT$ million 2011 Cat Treats and Mixers Dry Cat Food Wet Cat Food Cat Food Source:

2012

2013

2014

Data removed from sample

Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources

Table 13

Forecast Sales of Cat Food by Category: % Volume Growth 2011-2016

% volume growth 2015/16 Cat Treats and Mixers Dry Cat Food Wet Cat Food Cat Food Source:

Table 14

2011-16 CAGR

2011/16 TOTAL

Data removed from sample

Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources

Forecast Sales of Cat Food by Category: % Value Growth 2011-2016

% constant value growth 2011-16 CAGR Cat Treats and Mixers Dry Cat Food Wet Cat Food Cat Food Source:

Data removed from sample

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Number of employees Source:

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Company Background  Uni-President Enterprises Corp is the flagship unit of Taiwan’s largest food and consumer goods conglomerate Uni-President Group. The company engages in the manufacture, processing, marketing, and sale of various soft drinks, foods, flour, and animal feeds in Taiwan as well as in the Greater China area. The company was founded in 1967 and has been listed on the Taiwan Stock Exchange since 1987. 

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Production 

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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.

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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

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Current Impact

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Outlook

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Future Impact

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Higher Raw Material Prices Lead To Non-stop Increase in Retail Prices

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Current Impact

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Outlook

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Future Impact

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Pet Superstores Pose Threat To Small-scale Pet Shops Content removed from sample

Current Impact

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Outlook

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Future Impact

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Internet Gains Importance in Retailing and Marketing

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Current Impact

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Outlook

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Future Impact

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MARKET INDICATORS Table 1

Pet Populations 2006-2011

'000s of animals 2006

2007

Dog Population Cat Population Bird Population Fish Population Small Mammal Population Reptile Population Source:

2008

2009

2010

2011

2010

2011

2010

2011

Data removed from sample

Euromonitor International from official statistics

MARKET DATA Table 2

Sales of Pet Care by Category: Volume 2006-2011

Tonnes 2006

2007

Dog and Cat Food Other Pet Food Source: Note:

2008

2009

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Pet Care volume sales not calculable at total market level

Table 3

Sales of Pet Care by Category: Value 2006-2011

NT$ million 2006

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2007

2008

2009

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Dog and Cat Food Other Pet Food Pet Food Cat Litter Pet Healthcare Pet Dietary Supplements Other Pet Products Pet Products Pet Care Source: Note:

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Pet Care volume sales not calculable at total market level

Table 4

Sales of Pet Care by Category: % Volume Growth 2006-2011

% volume growth 2010/11 Dog and Cat Food Other Pet Food Source: Note:

2006-11 CAGR

2006/11 TOTAL

Data removed from sample 0.7

1.0

.9

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Pet Care volume sales not calculable at total market level

Table 5

Sales of Pet Care by Category: % Value Growth 2006-2011

% current value growth 2010/11 Dog and Cat Food Other Pet Food Pet Food Cat Litter Pet Healthcare Pet Dietary Supplements Other Pet Products Pet Products Pet Care Source: Note:

2006-11 CAGR

2006/11 TOTAL

Data removed from sample

7.3

7.8

5.7

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Pet Care volume sales not calculable at total market level

Table 6

Pet Food Company Shares 2006-2010

% retail value rsp Company

2006

2007

Data removed from sample

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2008

2009

2010

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Data removed from sample

Total Source:

100.0

100.0

100.0

100.0

100.0

2009

2010

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Table 7

Pet Food Brand Shares 2007-2010

% retail value rsp Brand

Company

2007

Data removed from sample

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2008

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Data removed from sample

Total Source:

100.0

100.0

100.0

100.0

2009

2010

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Table 8

Dog and Cat Food Company Shares 2006-2010

% retail value rsp Company

2006

2007

Data removed from sample

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2008

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Data removed from sample

Total Source:

100.0

100.0

100.0

100.0

100.0

2008

2009

2010

23.7 100.0

21.8 100.0

21.3 100.0

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Table 9

Dog and Cat Food Brand Shares 2007-2010

% retail value rsp Brand

Company

2007

Data removed from sample

Others Total Source:

23.7 100.0

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

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Table 10

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Penetration of Private Label by Category 2006-2010

% retail value rsp 2006

2008

2009

2010

2010

2011

100.0

100.0

Data removed from sample

Pet Care Pet Food Pet Products Source:

2007

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Table 11

Sales of Dog and Cat Food by Distribution Format: % Analysis 2006-2011

% retail value rsp 2006 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 Source:

2007

2008

2009

Data removed from sample

100.0

100.0

100.0

100.0

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Table 12

Sales of Dog and Cat Food by Category and Distribution Format: % Analysis 2011

% retail value rsp CF 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

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Data removed from sample

DF

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Total Source: Key:

100.0

100.0

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources CF = Cat Food; DF = Dog Food

Table 13

Sales of Pet Care by Distribution Format: % Analysis 2006-2011

% retail value rsp 2006 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 Source:

2007

2008

2009

2010

2011

100.0

100.0

Data removed from sample

100.0

100.0

100.0

100.0

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

Table 14

Sales of Pet Care by Category and Distr bution Format: % Analysis 2011

% retail value rsp PF 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 Source: Key:

Table 15

Data removed from sample

0.0 100.0

Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources PF = Pet Food; PP = Pet Products

Forecast Sales of Pet Care by Category: Volume 2011-2016

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PP

0.0 100.0

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Tonnes 2011

2012

Dog and Cat Food Other Pet Food Source: Note:

2013

2014

2015

2016

2015

2016

Data removed from sample

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 2011-2016

NT$ million 2011 Dog and Cat Food Other Pet Food Pet Food Cat Litter Pet Healthcare Pet Dietary Supplements Other Pet Products Pet Products Pet Care Source: Note:

2012

2013

2014

Data removed from sample

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 2011-2016

% volume growth 2015/16 Dog and Cat Food Other Pet Food Source: Note:

Table 18

2011-16 CAGR

2011/16 TOTAL

Data removed from sample

Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Pet Care volume sales not calculable at total market level

Forecast Sales of Pet Care by Category: % Value Growth 2011-2016

% constant value growth 2011-16 CAGR Dog and Cat Food Other Pet Food Pet Food Cat Litter Pet Healthcare Pet Dietary Supplements Other Pet Products Pet Products Pet Care Source:

Data removed from sample

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2011/16 TOTAL