Entering the Chinese pet market

Size versus growth

In terms of size, the US is currently the world’s biggest pet market, followed by Europe. Whereas in the US two-thirds of the population own a pet, in China that figure still stands at just 0.07%. But with the rapidly improving welfare level in China, especially among the middle class, this percentage is rising quickly, making it the fastest-growing market in the world. At this moment there is a concentration of pet owners in coastal cities, characterised by a high consumption level. Further growth of the pet market can be expected, not only in these costal cities but also in the fast-growing inland cities. Furthermore, pet owners are mainly concentrated in age groups born in the post-80s and 90s.  

Perception that ‘West is best’

Although China has its own important pet food and pet snack manufacturers, many Chinese consumers prefer Western brands. Why? Because they believe that those brands have a higher constant quality level. This makes China a potentially interesting export market for Western manufacturers – but exporting to China is not easy.

How to export pet food to China?

To export its brands to China, a Western manufacturer has to complete two registration processes, as explained below:

• Step 1

Firstly, the products must be registered with the Chinese Ministry of Agriculture (MOA). According to the ‘Administrative measures for the registration of imported feed and feed additives’, overseas enterprises must apply for import registration with the MOA and obtain a registered licence for the products before they export feed or feed additives to China for the first time. Overseas enterprises must also entrust one domestic agent to handle the import registration application. 

• Step 2

Secondly, each manufacturer must be registered. According to the ‘Administrative measures of inspection, quarantine and supervision on import and export of feed and feed additives’, the Chinese government implements a registration system for overseas manufacturers from approved countries or regions for exporting feed or feed additives to China. Feed can only be imported from registered overseas manufacturers. The General Administration of Quality Supervision, Inspection and Quarantine (AQSIQ) was previously responsible for the registration of manufacturers. However, the General Administration of Customs, PRC (GACC) has now taken over this responsibility following institutional integration earlier this year. 

According to Chinese regulations, pet food is also classified as feed in China, so the above requirements apply to all imported pet food. Both registration requirements must be met in order for the products to gain customs clearance.

Different requirements

The two registration processes are different from each other. The product registration with the MOA includes a review of the application documents and verification testing of samples. The manufacturer registration includes governmental correspondence, such as a recommendation from a local competent authority and the involvement of the embassy. 

Ideally, manufacturers of Western brands should find a qualified and experienced domestic agent to help them. The Feed China Registered License Center can provide assistance with this.