Pets get more pampering and it’s good business
You don’t need statistics to know that the local pet food business is robust and growing.
You only have to go to malls and other public places to see that there are more strollers carrying furry creatures instead of human babies. In public transportation—from buses to tricycles—commuters cuddling their pets are now a common sight.
Grab, the leading transportation network vehicle service, even offers pet-friendly rides.
And while in the past, pet food retailers and wholesalers could only be found in malls and markets like Cartimar, many Metro Manila barangays now have stores exclusively selling pet food and supplies.
Pet food, treats and other products are also selling briskly online.
The pet food business has become a multimillion-peso industry, spurred by many Filipinos’ rising disposable incomes and more humane attitude toward pets.
Pet ownership is high, with over 40 percent of households caring for one or more animal.
From dogs to cats too
Riding on the wave of this increasing demand for pet foods and having established its reputation as a provider of quality pet food, Tyger Brands, the company behind Dr. Shiba, the popular dog food brand, recently moved into the cat food business with the launch of Prof. Bengal Cat Paste Treats and Kind Kibble.
For those unfamiliar with pet breeds, Dr. Shiba is named after the Shiba Inu, a hunting dog and the smallest of breeds native to Japan. Prof. Bengal, on the other hand, takes its name from the hybrid cat created from crossing an Asian leopard cat with domestic felines.
Just as its sister brand, Dr. Shiba, was developed to meet the specific nutritional needs of dogs, Prof. Bengal is crafted for the unique needs of cats. Developed with veterinary support and guided by science-backed research, each product is developed to provide better feline nutrition conveniently and completely.
Philipp Renner, cofounder, the other founder is Tim Michael, and CEO of Tyger Brands, says, “We wanted to make healthier choices for cat parents [that are] irresistible to their cats. Every ingredient in this lineup has a clear purpose, proof that healthy can also be delicious.”
Cat Paste Treats combine high palatability with targeted functionality, targeting key feline needs with such components as taurine for vision and heart health, salmon oil for skin and coat and probiotics for digestion.
Renner points out that cats are usually picky eaters. Providing needed nutrients in paste treats will make it easier for them to get the healthy diet they need.
Kind Kibble, like the dog product, is developed to deliver balanced, complete daily nutrition, free from fillers and additives.
Renner says products developed by the Philippine-based Tyger Brands, which recently appointed Joerg Gruenewald as chief financial officer, meet all global qualifications, with experts from Europe providing advice.
Products undergo a “deep audit” to ensure and maintain quality, from the sourcing of raw materials to actual production.
Dr. Shiba and Prof. Bengal offer the same quality as more expensive products at more reasonable prices, Renner adds. They are “affordable premium products” that are 30-percent cheaper than high-end brands.
Going overseas
The pet food market, he points out, is growing by double digits. Sales of the cat food category are outpacing those of dog food. “The average spending on cats is higher than on dogs,” Renner adds.
Tyger Brands products, which are endorsed by actress Liza Soberano, are available offline in over a thousand pet shops and online through official stores and other merchandisers. Renner explains that it is cheaper to have their products carried by established retailers instead of setting up their own retail stores.
But he advises customers, whether shopping online or offline, to check the packaging for the licenses to ensure they are getting the real thing.
As Tyger pursues its plans to bring its products to more countries beyond Southeast Asia and to the European market, Gruenewald will not only be overseeing financial planning and capital structure, but also international expansion to introduce Dr. Shiba and Prof. Bengal to more pet lovers across the world.
