Spreading the message on pet nutrition

By Wang Zhuoqiong (China Daily) Updated: 2015-03-20 07:14

The total value of pet products will climb to $1.214 trillion from $856 million during the same period, it said.

The pet market has maintained an annual growth rate of 30 percent, and the potential is huge in China. While about 62 percent of the US families own pets, the number is only 12 percent in first-tier cities in China.

Mars has taken a dominant share of China's pet food category, with about 45.4 percent market share in 2013, ahead of Nestle SA's 14.9 percent and NoryPet (Shanghai) Co Ltd's 5.6 percent, according to Euromonitor.

Mars dog food brand Pedigree accounts for one-third of the dog food consumption in China, and it has seen strong growth, said Su.

Demand for both adult and infant dog and cat pet food is growing rapidly, at a speed much higher than the food retailing industry on average.

Online distribution channels have also created more growth opportunities for Mars Petcare due to the deep penetration of cellphones among Chinese consumers.

Mars has teamed up with leading e-commerce platforms like Tmall, JD.com and Yihaodian and Amazon.cn, realizing growth rates four times over that gained from offline channels. The data collected from the online retailers have also helped Mars better understand consumers, Su said.

Though a private company, Mars is focusing more on how it can implement its vision of balanced nutrition for pets in China, rather than growing market share, said Su.

"I learned the importance of building ecosystems to make Petcare thrive. It takes time and patience, commitment and concerted effort to work with all the stakeholders and trade partners, but I find it rewarding," he said.

Su said much of his market understanding comes from his own love for pets.

"My brother is a pet owner and a dog lover, and I have enjoyed the happiness of a pet along with him. But it was only after I joined the pet care industry that I realized how much pets can enrich the lives of its owners."

At Mars, employees can even take their pets to office where there are pet-friendly facilities. Su said he has always enjoyed jobs that are closely related to people's lives.

"Working with a fast-moving consumer goods company keeps me abreast of market dynamics and fosters a deeper understanding of customers, which helps me better meet their needs. I feel a sense of achievement just by consistently doing a good job, especially if I can make a difference in people's everyday lives," he said.