We have been together at the CIIE for six years, looking forward to new opportunities in the market. On November 5, Nestlé Purina showed up at the 6th China International Import Expo (hereinafter referred to as the "CIIE") with a number of global innovative product series introduced across borders. The exhibits included GN LiveClear cat food series , Merrick series of ultra-high-end natural foods, and Guanneng probiotic supplements and other high-quality products recognized by pet owners around the world, bring innovative guidance to the continuous upgrading of a better life for Chinese-style pets.

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Nestlé Purina once again appeared at the CIIE

As the relationship between people and pets escalates, pet consumption has gradually advanced to spiritual consumption and family consumption, and the unit price of pet owners’ online purchases Both the pet consumption market and the growth rate are increasing rapidly, and the potential of China's pet consumption market is accelerating to be released, entering a new milestone of high purchasing level, rapid growth and high potential value. Data from iResearch shows that China’s pet consumption market is expected to reach 392.4 billion yuan in 2023, a year-on-year growth of over 31%.

Changes in pet consumption demand: rationalization, health and greenness

In the 37 years since it entered the Chinese mainland market, Nestlé Purina has witnessed the rapid growth and vigorous development of the Chinese pet market. While continuing to bring global innovative products to Chinese consumers, it has also accumulated in-depth understanding and forward-looking insights into Chinese pet consumers. The trend of rational, healthy and green pet consumption is driving the quality upgrade of China's pet industry, especially the pet food industry.

After the epidemic, China's pet consumption market has a significant trend of rationalization. In addition to high cost performance, products based on scientific evidence and supported by theory and data are more likely to win the favor of consumers. At the same time, consumers are paying more attention to nutrition and health than ever before. Data from the "China Pet Industry White Paper - 2022 China Pet Consumption Report" show that nutritional ratio (63%) and ingredient composition (55%) have become the most popular staple food market. The top two purchasing decision factors that buyers pay most attention to. Functional pet food has gained the favor of more pet owners, leading the change in pet feeding concepts. In addition, more and more pet owners agree with the green consumption model and hope to share the green future of the earth with their pets.

Global layout, local service: effectively respond to and match new consumer needs

"Based on evidence-based science" is Nestlé Purina's unchanging product research and development philosophy. Nestlé Purina continues to explore in the field of pet nutrition science and allows pets to have a higher quality of life. The multiple series of exhibits at the CIIE are not only in line with Nestlé Purina’s insights and judgments on China’s pet consumption trends, but also stem from its global cutting-edge pet nutrition research. As a best-selling formula, it has been recognized by pet owners around the world.

Among them, Merrick, the representative brand of Nestlé Purina’s ultra-high-end natural grain track, which was first exhibited at the CIIE last year, brought a richer product series to the scene this time. For more than 30 years, Merrick has always adhered to the five-star commitment and is committed to finding high-quality ingredients to make more nutritious and delicious pet food. It has been recommended by WDJ, an authoritative magazine in the American pet industry, for many years, and is the exclusive dog food partner of K9S in the United States. .

Merrick, the representative brand of Nestlé Purina’s ultra-high-end natural food track

The world’s leading black technology that shocked the CIIE last year – the LiveClear cat food series is still Nestlé’s popular brand A highlight of Ruina’s participation in this exhibition. As the result of Nestlé Purina's breakthrough nutritional research, the LiveClear cat food series has won several international product awards and has helped tens of thousands of cat lovers effectively relieve cat allergy symptoms.

LiveClear cat food series

It is worth mentioning that Nestlé Purina has also brought in national veterinarians who embody Crown Energy’s cutting-edge nutritional science and protect the intestinal health of dogs and cats. Recommended probiotic supplements - Guanneng probiotic series products. Based on Purina's years of painstaking research, Guanneng's probiotic series products contain patented Enterococcus faecium SF68, which uses proprietary microencapsulation technology to promote intestinal health, improve feces quality, and enhance immune system function in dogs and cats.

Facing the Chinese market, Nestlé Purina continues to promote the strategy of "global layout, local service". In terms of product innovation, we continue to introduce foreign products with advanced scientific concepts that meet the needs of Chinese consumers into the country, leading the development of the high-quality pet food market. In terms of R&D and production layout, this year Nestlé’s new high-end pet wet food canned production line in the Tianjin factory was officially put into production. Since 2020, Nestlé has continuously increased its investment in Tianjin, totaling more than 1 billion yuan, and has achieved pet food in the Tianjin factory. It includes a comprehensive layout of mainstream categories such as dry staple foods, wet staple foods, snacks, and prescription foods. Nestlé Purina is continuing to improve its product and service system for the Chinese market. Based on the concept of "scientific nutrition, lifelong immunity", it will present more complete life-cycle nutrition solutions to Chinese pet owners.

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The strategy in China drives market growth and accelerates the development of a leading local brand

According to statistics from Euromonitor International, Nestlé Purina’s global market share exceeds 20%. As an industry with nearly 130 years of experience, As a world-renowned brand with a long history of development, Nestlé Purina is continuing to make in-depth deployment in the Chinese pet market, using a multi-party strategic combination to tap the long-term potential of the market, and is committed to building an innovative model for Chinese pet owners to create a better life for pets.

The latest financial report of Nestlé Group intuitively presents the growth trend of pet food performance and reflects the results of Nestlé Purina’s strategy in China. In the first nine months of 2023, Nestlé’s pet care business in Greater China achieved double-digit growth, and its pet food market share increased. Business data is improving, and market feedback is equally impressive. Nestlé Purina's newly launched Zhen Nutrient staple food cans, newly upgraded Guan Neng series products and super-high-end natural grain Merrick are all widely recognized by the market and well received by consumers.

At the CIIE, Chen Xiaodong, head of Nestlé Purina’s pet food business in Nestlé Greater China, said: “Nestlé Purina is honored to participate in the CIIE for six consecutive years. The expo is an important event for the world to listen to China's voice and share China's opportunities. Over the past six years, the CIIE has also witnessed the continued deepening of Nestlé Purina's presence in China, allowing us to bring more of the world's leading cutting-edge concepts and products to Chinese consumers. Nestlé Purina's direction is very clear and determined, and it has continued to become the core growth fulcrum of Nestlé Greater China. Maintaining high growth is the primary focus. At the same time, Purina will continue to strengthen its local presence, grow together with the Chinese pet industry, and create deeper exchanges and connections with Chinese consumers. "