Diana Unicharm, a major player in the personal hygiene industry, is diversifying into pet care and pet food business, leveraging its strengths in existing brands like Diana sanitary pads and Bobby baby nappies amongst others.
Diana Unicharm was earlier reported to obtain an official license from its parent holding company, Unicharm Corporation in Japan, allowing it to import and distribute the pre-eminent Silver Spoon cat food brand into the Vietnamese market. The impending launch is eagerly anticipated.
Diana Unicharm’s expansion into the pet food segment underscores its commitment to realising growth opportunities, after solidifying its market leadership position in Vietnam within the baby care, women’s care, and adult care segments commanding over 40%, 58.1% and 88% shares respectively by the end of 2022.
The foray into the Pet Food business represents a logical progression in the company’s long-term strategic vision, as it aims to achieve US$1 billion in revenue by 2030.
Diana Unicharm’s parent company, Unicharm Corporation, is a Japanese conglomerate specialising in care products for women, babies, adults, and pets. The pet care division started in 1986 and now contributes 28% to Unicharm’s overall sales in Japan. Renowned for its flagship brand, Silver Spoon, the company has consistently dominated the Japanese cat food market for many years.
Pet ownership has evolved beyond a mere pastime to encompass multifaceted benefits for both physical and mental wellbeing. The Pet Care market in Southeast Asia is estimated to generate US$4 billion in revenue, with Vietnam capturing 13% share or approximately US$500 million with a CAGR of 11%.