In 2009, the Japan pet population grew to 13.6 million dogs and 11.3 million cats, a 9 and 29% increase respectively from 2004, according to the Japan Pet Food Association. But while the number of Japanese pets continues to rise, ATL advertising has decreased in the country.
Last year, Master Foods Japan spent one-tenth of what it spent a decade earlier on advertising, according to in-house data from McCann Erickson Japan .
Ichiro Hata, group account director at McCann Erickson Osaka, told Haymarket Media Limited the reason for the drop.
"After the [March 2004 recall of Pedigree dog food], the consumer psychology changed," said Hata. "Makers of mid-quality petfood … cut back on advertising. Sales of petfood shifted toward the premium and low ends."
Feature
By Lindsay Beaton
Pet food safety is top-of-mind all along the production line, and everything from the ingredients to the equipment must offer solutions.
Feature
By Debbie Phillips-Donaldson
Many hours, efforts, dollars and brainpower go into pet food companies’ and regulatory bodies’ efforts to ensure that products on the market are safe and healthy for pets.