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Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 1
in Vietnam
Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 2
Content.
In recent years, the quantity and quality ofpet ownership inVietnam has increased, drivenby a petsocialphenomena, observed
in developed countries called ‘pet humanization’. It raises the status of a ‘pet’ from a pragmatic position in the household into
becoming a family member, which evolves many opportunities for pet products & services to develop.
It’s the time for studying different offerings catered specifically towards pet owners who're seeking the best for their animal
companions. INTAGE investigates to bring to readers the latest study “Pet Care in Vietnam” as an unique pet-owner-focused
source for identifying & understanding their habits & behaviors, which’s attracting the attention of both manufacturers, brands
& pet care professionals.
Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 3Based on 201 respondents in 4 key cities who’ve in the age of 25 - 55
60%
28%
12%
How many dogs do they have?
64%
26%
10%
How many cats do they have?
Pet ownership is on the rise across the country. It’s no
surprise that human’s best friends - the cats & dogs -
are the most loved household pets. The majority of
cat & dog owners have just one furry friend in the
house (60-64%).
own at least a dog own at least a cat
own at least a fish own at least a bird
PEOPLE ARE PET OWNER
Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 4Based on 194 pet owners in 4 key cities who’ve in the age of 25 - 55
HEALTH CARE
SHOPPING
75%
Taking pets to the Vet for
scheduled vaccination
61%
Purchase pet supplies
(bed, bowl, trimmer, dryer,
…)
31%
Taking pets to the Spa/
Pet Salon for bathing or
grooming
57%
Taking pets to the Vet for
medical examination
55%
Purchase pet clothes,
shoes
& other accessories
13%
Bringing dogs/cats to
school or training center
52%
Purchase pet toys (stuffed
animals, balls, flyers, …)
8%
Bringing dogs/cats to the
Pet Hotel when not being
at home
ENTERTAINING
Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 5
Packed/ processed food
only
(dried kibble, canned food, pate,
nutrition gel, …)
14%
Homemade food only
(using fresh ingredients: rice,
meat, vegetables, …)
29%
Combination of
Packed/Processed food &
Homemade food
48%
Left-over only
(the left dishes from
family’s meals)
9%
Nutritional content/ taste Nutritional content/ taste Nutritional content/ taste Nutritional content/ taste
Cost Cost Cost Cost
Based on 194 pet owners in 4 key cities who’ve in the age of 25 - 55
Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 6
46%buyweekly
36%buymonthly
only 28%petownersbuywetfoodweekly
while45%prefertobuyitmonthly
38%petownersbuytreatsweekly&
24%prefertobuyitmonthly
83% thattheyalsobuynutritional
milk,powder,gel,vitamin…
fortheirpets
Strongly confirm
33%buyweekly
30%buymonthly
including yoghurt,cheese,chewysnacks,
calciumbone,sausage,…
Based on 194 pet owners in 4 key cities who’ve in the age of 25 - 55
isthemostcommonitemwhich’spreferred
&purchasedbypetowners
30%buyweekly
27%buymonthly
Our survey also reveals an interesting
fact about the increasing demand for
pet nutritional supplements and its
high purchase frequency.
Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 7
54%Smallpetshops/Street
vendors
47%Bigpetshops/petmarts/
brandedchains
38%E-commercesites(Shopee,
Tiki,Lazada,…)
33%Supermarket/
Hypermarket
18%Socialnetworksites(Facebook,
Instagram)
18%Conveniencestore24/7(Circle
K,B’smart,…)
14%Low-costshops/varietystores
(Miniso,Daiso,…)
 Specialty channels  Online channels  Modern trade channels
Based on 160 pet owners in 4 key cities who’ve habit of shopping for pets
Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 8Source: Healthy Paw Pet Insurance 2017
Ear
infections
11%
Eye
infections
7%
Skin
conditions
20%
Stomach
issues
29%
Urinary tract
infections
6%
Growths/
lumps/
cancer
6%
Allergic
reactions
5% Pain
management
7%
Limping
4%
Cruciate
ligament
injuries
5%
Diabetes
4%
Growths/
lumps/
cancer
7%
Skin
conditions
9%
Ear
infections
6%
Eye
infections
6%
Kidney
Disease
9%
Stomach
issues
33%
Urinary tract
infections
15%
Heart
disease
7%
Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 9
TO SOLVE HEALTH ISSUES?
Based on 110 pet owners in 4 key cities who’ve used pet medical treatment
services
FOR MEDICAL
TREATMENT
30%
54%
16%14%
64%
22%
Government
Veterinarians
Pet care center/
Pet clinic chain
Small Private
Veterinarians
Based on 145 pet owners in 4 key cities who’ve habit of getting their pets
vaccinated
FOR
VACCINATION
38%
46%
16%
40% 42%
18%
Government
Veterinarians
Pet care center/
Pet clinic chain
Small Private
Veterinarians
 Dog owner  Cat owner
Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 10
& see how they take care of
their four-paw babies’ health
Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 11
Ms. Ngan – Dog owner
“He was a stray dog living nearby a
drugstore when I first saw him. At that
time, I didn’t know how old he was. Then I
took him to a Vet for health check and
vaccinating him.”
Ms. Trang – Dog owner
“His previous owner went abroad, so I
bought him from with very low price. I
also promised with the owner that I would
take care of him very well.”
Ms. Anh – Dog owner
“I bought him from a pet shop when he
was under 3 months old. And now he has
been living with my family for over 1
year.”
Ms. Hang – Cat owner
“I took my cat on a street. He looked so
poor at that time. Honestly, I was very
much concern if he had any disease, so I
took him to the Vet within one week after
I took him home”
TONY MARSUPILAMI BÔNGPABLO
Findings from a mini focus group of pet owners
Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 12
[SEARCH] Investigate online to look for
a good-profiled Vet
Good-profiled mean:
 Has some successful cases in serious disease treatment
 No bad feedback as “making Pet be pain”, “making Pet feels
scary”, or “maintain the disease”.
[VISIT] Bring pets to the Vet for advice and treatment
How Vet gives advices: Majority of decisions will be according to Vet but they
will not mention the medicine or vaccine name. They just ask “Do you want a
high quality product or a standard one?”
[REVIEW] Evaluate the Vet after experiencing its
serviceWhat to evaluate:
 Does the Vet have good skill?
 Does the Vet use the same treatment for all the disease (always insert
Parasiticides)?
THE PET OWNERS
OF SELECTING A VET
Findings from a mini focus group of pet owners
Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 13
From Pet Owner perception, Vet is not always a good choice since they think
Vet tries to get their money, and trying to sales as much medicines as possible,
even sometimes it doesn’t really need.
BUT DO THEY
TheVetalwaysdoessomepracticesasInjection(nutritionprovide)or
using antibiotics. I don’t think it is necessary to inject nutrition and
don’twantmypetusessomuchantibiotics.
Idon’tliketheVetbecausesomewillkeepthediseaselong(nuôibệnh)
togetmoneyfrompetowners.
I learnt that it is able to use baby medicine or milk for the Pet. For
simple disease,Ibuymedicineforthem.
Findings from a mini focus group of pet owners
Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 14
DogVaccination
Schedule
CatVaccination
Schedule
Beside being very carefully & considerable in selecting
vets, most pet owners nowadays equip themselves with
full knowledge about taking care of pet health. They
especially remember & strictly follow the vaccination
schedule.
Ibringhimtothevetrightaftertakinghimhome. Iknowthat
the first thing to do with a stray cat is vaccinating, to protect
bothhim&myfamily.
Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 15
DO THE PET OWNERS
THE VACCINE BRANDS?
Although investigating much on pet health knowledge, most pet owners
don’t really well aware of the different vaccine brands. They always
choose the best option among suggestions from theVet/ Pet clinic.
The main source of awareness:
 From theVaccination Checkbook
 From online community, especially on social network groups
I remember the logo has Yellow and Black
color, but I don’t remember the name.
The Yellow Color is high quality product. The
Blue is cheaper product (dỏm)!
I can not remember any brand name. Can you
show me the logo, so I may recognize!
Findings from a mini focus group of pet owners
Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 16
“As I know in some foreign countries,
pet owners are very sensitive in
selecting medicine & treatment.They
actively search information on internet
& discuss withVet before choosing the
final solution for their pet.”
“Carrying the pet to clinic is
very difficult due to the
rejection ofTaxi driver.There’s
still some mobilityVet, but it’s
not many, they are not not
skillful as well”
Health & Wellness is paramount to success in pet innovation, and
pet trends are also closely following human ones.
 More competition in Pet Clinic/ Vets, so they need to offer more
new services, especially pet carriage.
 Transportation service needs to consider pets as their future
customers.
 Pet medicine & supplements become more popular and easy to
buy.
 Pet owners are more knowledgeable about pet medicine,
understand the functions of each medicine type, and the
quality/ value of each brand.
Findings from a mini focus group of pet owners
Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 17

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Pet Care in Vietnam

  • 1. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 1 in Vietnam
  • 2. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 2 Content. In recent years, the quantity and quality ofpet ownership inVietnam has increased, drivenby a petsocialphenomena, observed in developed countries called ‘pet humanization’. It raises the status of a ‘pet’ from a pragmatic position in the household into becoming a family member, which evolves many opportunities for pet products & services to develop. It’s the time for studying different offerings catered specifically towards pet owners who're seeking the best for their animal companions. INTAGE investigates to bring to readers the latest study “Pet Care in Vietnam” as an unique pet-owner-focused source for identifying & understanding their habits & behaviors, which’s attracting the attention of both manufacturers, brands & pet care professionals.
  • 3. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 3Based on 201 respondents in 4 key cities who’ve in the age of 25 - 55 60% 28% 12% How many dogs do they have? 64% 26% 10% How many cats do they have? Pet ownership is on the rise across the country. It’s no surprise that human’s best friends - the cats & dogs - are the most loved household pets. The majority of cat & dog owners have just one furry friend in the house (60-64%). own at least a dog own at least a cat own at least a fish own at least a bird PEOPLE ARE PET OWNER
  • 4. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 4Based on 194 pet owners in 4 key cities who’ve in the age of 25 - 55 HEALTH CARE SHOPPING 75% Taking pets to the Vet for scheduled vaccination 61% Purchase pet supplies (bed, bowl, trimmer, dryer, …) 31% Taking pets to the Spa/ Pet Salon for bathing or grooming 57% Taking pets to the Vet for medical examination 55% Purchase pet clothes, shoes & other accessories 13% Bringing dogs/cats to school or training center 52% Purchase pet toys (stuffed animals, balls, flyers, …) 8% Bringing dogs/cats to the Pet Hotel when not being at home ENTERTAINING
  • 5. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 5 Packed/ processed food only (dried kibble, canned food, pate, nutrition gel, …) 14% Homemade food only (using fresh ingredients: rice, meat, vegetables, …) 29% Combination of Packed/Processed food & Homemade food 48% Left-over only (the left dishes from family’s meals) 9% Nutritional content/ taste Nutritional content/ taste Nutritional content/ taste Nutritional content/ taste Cost Cost Cost Cost Based on 194 pet owners in 4 key cities who’ve in the age of 25 - 55
  • 6. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 6 46%buyweekly 36%buymonthly only 28%petownersbuywetfoodweekly while45%prefertobuyitmonthly 38%petownersbuytreatsweekly& 24%prefertobuyitmonthly 83% thattheyalsobuynutritional milk,powder,gel,vitamin… fortheirpets Strongly confirm 33%buyweekly 30%buymonthly including yoghurt,cheese,chewysnacks, calciumbone,sausage,… Based on 194 pet owners in 4 key cities who’ve in the age of 25 - 55 isthemostcommonitemwhich’spreferred &purchasedbypetowners 30%buyweekly 27%buymonthly Our survey also reveals an interesting fact about the increasing demand for pet nutritional supplements and its high purchase frequency.
  • 7. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 7 54%Smallpetshops/Street vendors 47%Bigpetshops/petmarts/ brandedchains 38%E-commercesites(Shopee, Tiki,Lazada,…) 33%Supermarket/ Hypermarket 18%Socialnetworksites(Facebook, Instagram) 18%Conveniencestore24/7(Circle K,B’smart,…) 14%Low-costshops/varietystores (Miniso,Daiso,…)  Specialty channels  Online channels  Modern trade channels Based on 160 pet owners in 4 key cities who’ve habit of shopping for pets
  • 8. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 8Source: Healthy Paw Pet Insurance 2017 Ear infections 11% Eye infections 7% Skin conditions 20% Stomach issues 29% Urinary tract infections 6% Growths/ lumps/ cancer 6% Allergic reactions 5% Pain management 7% Limping 4% Cruciate ligament injuries 5% Diabetes 4% Growths/ lumps/ cancer 7% Skin conditions 9% Ear infections 6% Eye infections 6% Kidney Disease 9% Stomach issues 33% Urinary tract infections 15% Heart disease 7%
  • 9. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 9 TO SOLVE HEALTH ISSUES? Based on 110 pet owners in 4 key cities who’ve used pet medical treatment services FOR MEDICAL TREATMENT 30% 54% 16%14% 64% 22% Government Veterinarians Pet care center/ Pet clinic chain Small Private Veterinarians Based on 145 pet owners in 4 key cities who’ve habit of getting their pets vaccinated FOR VACCINATION 38% 46% 16% 40% 42% 18% Government Veterinarians Pet care center/ Pet clinic chain Small Private Veterinarians  Dog owner  Cat owner
  • 10. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 10 & see how they take care of their four-paw babies’ health
  • 11. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 11 Ms. Ngan – Dog owner “He was a stray dog living nearby a drugstore when I first saw him. At that time, I didn’t know how old he was. Then I took him to a Vet for health check and vaccinating him.” Ms. Trang – Dog owner “His previous owner went abroad, so I bought him from with very low price. I also promised with the owner that I would take care of him very well.” Ms. Anh – Dog owner “I bought him from a pet shop when he was under 3 months old. And now he has been living with my family for over 1 year.” Ms. Hang – Cat owner “I took my cat on a street. He looked so poor at that time. Honestly, I was very much concern if he had any disease, so I took him to the Vet within one week after I took him home” TONY MARSUPILAMI BÔNGPABLO Findings from a mini focus group of pet owners
  • 12. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 12 [SEARCH] Investigate online to look for a good-profiled Vet Good-profiled mean:  Has some successful cases in serious disease treatment  No bad feedback as “making Pet be pain”, “making Pet feels scary”, or “maintain the disease”. [VISIT] Bring pets to the Vet for advice and treatment How Vet gives advices: Majority of decisions will be according to Vet but they will not mention the medicine or vaccine name. They just ask “Do you want a high quality product or a standard one?” [REVIEW] Evaluate the Vet after experiencing its serviceWhat to evaluate:  Does the Vet have good skill?  Does the Vet use the same treatment for all the disease (always insert Parasiticides)? THE PET OWNERS OF SELECTING A VET Findings from a mini focus group of pet owners
  • 13. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 13 From Pet Owner perception, Vet is not always a good choice since they think Vet tries to get their money, and trying to sales as much medicines as possible, even sometimes it doesn’t really need. BUT DO THEY TheVetalwaysdoessomepracticesasInjection(nutritionprovide)or using antibiotics. I don’t think it is necessary to inject nutrition and don’twantmypetusessomuchantibiotics. Idon’tliketheVetbecausesomewillkeepthediseaselong(nuôibệnh) togetmoneyfrompetowners. I learnt that it is able to use baby medicine or milk for the Pet. For simple disease,Ibuymedicineforthem. Findings from a mini focus group of pet owners
  • 14. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 14 DogVaccination Schedule CatVaccination Schedule Beside being very carefully & considerable in selecting vets, most pet owners nowadays equip themselves with full knowledge about taking care of pet health. They especially remember & strictly follow the vaccination schedule. Ibringhimtothevetrightaftertakinghimhome. Iknowthat the first thing to do with a stray cat is vaccinating, to protect bothhim&myfamily.
  • 15. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 15 DO THE PET OWNERS THE VACCINE BRANDS? Although investigating much on pet health knowledge, most pet owners don’t really well aware of the different vaccine brands. They always choose the best option among suggestions from theVet/ Pet clinic. The main source of awareness:  From theVaccination Checkbook  From online community, especially on social network groups I remember the logo has Yellow and Black color, but I don’t remember the name. The Yellow Color is high quality product. The Blue is cheaper product (dỏm)! I can not remember any brand name. Can you show me the logo, so I may recognize! Findings from a mini focus group of pet owners
  • 16. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 16 “As I know in some foreign countries, pet owners are very sensitive in selecting medicine & treatment.They actively search information on internet & discuss withVet before choosing the final solution for their pet.” “Carrying the pet to clinic is very difficult due to the rejection ofTaxi driver.There’s still some mobilityVet, but it’s not many, they are not not skillful as well” Health & Wellness is paramount to success in pet innovation, and pet trends are also closely following human ones.  More competition in Pet Clinic/ Vets, so they need to offer more new services, especially pet carriage.  Transportation service needs to consider pets as their future customers.  Pet medicine & supplements become more popular and easy to buy.  Pet owners are more knowledgeable about pet medicine, understand the functions of each medicine type, and the quality/ value of each brand. Findings from a mini focus group of pet owners
  • 17. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 17