Pets in the land of the rising sun

“Japan is a pet paradise,” wrote one British journalist in an article about pets in Japan. More than 120 million people live in Japan, making the world’s fourth-biggest island state the tenth most populous country on the planet. Its three biggest cities are Tokyo (8.3 mio inhabitants), Yokohama (3.4 mio) and Osaka (2.6 mio). The Japanese Pet Food Association has found that 35 per cent of all households of two persons or more and 15 per cent of single households have at least one pet. Around 27 mio pets are thought to live in Japan (date: 2009). According to a study by the pet marketing company Yas-eisha, the Japanese pet market was rated at around 900 bn yen in 2007, while the veterinary market was estimated at around 300 bn yen. Traditionally the two segments are combined (both in Japan and in other countries) when considering the size of the market, yielding a volume of 1.2 trillion yen. The last data assessment by market research company Yano Keizai indicated the size of the pet market to be 1.37 trillion yen, while Yaseisha expects the market to increase to around 1.4 trillion yen in the next year. Highs and lows Following a sharp rise in the number of pets in Japan in the preceding 40 years, the figure fell for the first time in 2008. A survey by the Japanese Pet Food Association showed that the population of dogs and cats in particular was declining. At the same time, however, the proportion of small dog breeds and indoor cats increased. This had a marked effect on the domestic pet food industry, as small dogs naturally need less food. Sector experts fear that the decline will continue, since an increasing number of Japanese live in small houses or apartments and don’t have the space to keep large dogs. On the other hand, the range of services offered for pets, such as grooming, care and pet sitting, is showing a very positive trend. Companies that organise pet burials are also growing in popularity. The number of companies offering pet funerals has been increasing in recent years by 2.8 per cent annually, according to Yaseisha. As yet no surveys covering the size of the markets for reptiles, fish, small mammals and birds are available in Japan. The only analysis available suggests that the market for ornamental fish is worth around 70 bn yen. Yaseisha assumes, however, that the market for dogs and cats is by far the biggest in the Japanese pet sector. The pet supplies trade A survey by Yaseisha indicates that Japan currently has 13 120 pet shops. 5…