TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: other pet care 2
Summary category level: bird 3
Summary category level: fish 4
Summary category level: rodent 5
Chapter 2 Introduction 6
What is this report about? 6
How to use this report 6
Market definition 7
Chapter 3 Market Overview 20
Value analysis (Yen), 2003?08 20
Value analysis (Yen), 2008?13 21
Value analysis (US dollars), 2003?08 23
Value analysis (US dollars), 2008?13 23
Volume analysis, 2003?08 25
Volume analysis, 2008?13 26
Company and brand share analysis 28
Distribution analysis 31
Expenditure and consumption per capita 33
Chapter 4 Leading Company Profiles 36
Unicharm Corporation 36
Kao Corporation 38
Chapter 5 Category Analysis: Bird 40
Value analysis (Yen), 2003?08 40
Value analysis (Yen), 2008?13 41
Value analysis (US dollars), 2003?08 43
Value analysis (US dollars), 2008?13 43
Volume analysis, 2003?08 45
Volume analysis, 2008?13 46
Company and brand share analysis 48
Distribution analysis 50
Expenditure and consumption per capita 52
Chapter 6 Category Analysis: Fish 55
Value analysis (Yen), 2003?08 55
Value analysis (Yen), 2008?13 56
Value analysis (US dollars), 2003?08 58
Value analysis (US dollars), 2008?13 58
Volume analysis, 2003?08 60
Volume analysis, 2008?13 61
Company and brand share analysis 63
Distribution analysis 65
Expenditure and consumption per capita 67
Chapter 7 Category Analysis: Rodent 70
Value analysis (Yen), 2003?08 70
Value analysis (Yen), 2008?13 71
Value analysis (US dollars), 2003?08 73
Value analysis (US dollars), 2008?13 73
Volume analysis, 2003?08 75
Volume analysis, 2008?13 76
Company and brand share analysis 78
Distribution analysis 81
Expenditure and consumption per capita 83
Chapter 8 Country Comparison 86
Value 86
Volume 91
Market share 96
Chapter 9 PESTLE Analysis 97
Summary 97
Political analysis 98
Economic analysis 101
Social analysis 105
Technological analysis 109
Legal analysis 114
Environmental analysis 118
Chapter 10 New Product Development 122
Product launches over time 122
Recent product launches 123
Chapter 11 Macroeconomic Profile 124
Macroeconomic indicators 124
Chapter 12 Research Methodology 129
Methodology overview 129
Secondary research 130
Market modeling 131
Creating an initial data model 131
Revising the initial data model 131
Creating a final estimate 132
Creating demographic value splits 132
Primary research 132
Data finalization 133
Ongoing research 133
Chapter 13 APPENDIX 134
Future readings 134
How to contact experts in your industry 134
Disclaimer 134

LIST OF FIGURES
Figure 1: Japan other pet care value and value forecast, 2003?13 (JPYm, nominal prices) 22
Figure 2: Japan other pet care category growth comparison, by value, 2003?13 24
Figure 3: Japan other pet care volume and volume forecast, 2003?13 (kg/units, million) 27
Figure 4: Japan other pet care category growth comparison, by volume, 2003?13 27
Figure 5: Japan other pet care company share, by value, 2007?08 (%) 29
Figure 6: Japan other pet care distribution channels, by value, 2007?08 (%) 32
Figure 7: Japan bird value and value forecast, 2003?13 (JPYm, nominal prices) 42
Figure 8: Japan bird category growth comparison, by value, 2003?13 44
Figure 9: Japan bird volume and volume forecast, 2003?13 (kg/units, million) 47
Figure 10: Japan bird category growth comparison, by volume, 2003?13 47
Figure 11: Japan bird distribution channels, by value, 2007?08 (%) 51
Figure 12: Japan fish value and value forecast, 2003?13 (JPYm, nominal prices) 57
Figure 13: Japan fish category growth comparison, by value, 2003?13 59
Figure 14: Japan fish volume and volume forecast, 2003?13 (kg/units, million) 62
Figure 15: Japan fish category growth comparison, by volume, 2003?13 62
Figure 16: Japan fish distribution channels, by value, 2007?08 (%) 66
Figure 17: Japan rodent value and value forecast, 2003?13 (JPYm, nominal prices) 72
Figure 18: Japan rodent category growth comparison, by value, 2003?13 74
Figure 19: Japan rodent volume and volume forecast, 2003?13 (kg/units, million) 77
Figure 20: Japan rodent category growth comparison, by volume, 2003?13 77
Figure 21: Japan rodent company share, by value, 2007?08 (%) 79
Figure 22: Japan rodent distribution channels, by value, 2007?08 (%) 82
Figure 23: Global other pet care market split (value terms, 2008), top five countries 87
Figure 24: Global other pet care market value, 2003–08, top five countries 90
Figure 25: Global other pet care market split (volume terms, 2008), top five countries 92
Figure 26: Global other pet care market volume, 2003–08, top five countries 95
Figure 27: Annual data review process 130

LIST OF TABLES
Table 1: Other pet care category definitions 8
Table 2: Other pet care distribution channels 9
Table 3: Japan other pet care value, 2003?08 (JPYm, nominal prices) 20
Table 4: Japan other pet care value forecast, 2008?13 (JPYm, nominal prices) 21
Table 5: Japan other pet care value, 2003?08 ($m, nominal prices) 23
Table 6: Japan other pet care value forecast, 2008?13 ($m, nominal prices) 23
Table 7: Japan other pet care volume, 2003?08 (kg/units, million) 25
Table 8: Japan other pet care volume forecast, 2008?13 (kg/units, million) 26
Table 9: Japan other pet care brand share, by value, 2007?08 (%) 28
Table 10: Japan other pet care value, by brand 2007?08 (JPYm, nominal prices) 28
Table 11: Japan other pet care company share by value, 2007?08 (%) 30
Table 12: Japan other pet care value, by company, 2007?08 (JPYm, nominal prices) 30
Table 13: Japan other pet care distribution channels, by value, 2007?08 (%) 31
Table 14: Japan other pet care value, by distribution channel, 2007?08 (JPYm, nominal prices) 31
Table 15: Japan other pet care expenditure per capita, 2003?08 (JPY, nominal prices) 33
Table 16: Japan other pet care forecast expenditure per capita, 2008?13 (JPY, nominal prices) 33
Table 17: Japan other pet care expenditure per capita, 2003?08 ($, nominal prices) 34
Table 18: Japan other pet care forecast expenditure per capita, 2008?13 ($, nominal prices) 34
Table 19: Japan other pet care consumption per capita, 2003?08 (kg/units) 35
Table 20: Japan other pet care forecast consumption per capita, 2008?13 (kg/units) 35
Table 21: Unicharm Corporation key facts 36
Table 22: Kao Corporation key facts 38
Table 23: Japan bird value, 2003?08 (JPYm, nominal prices) 40
Table 24: Japan bird value forecast, 2008?13 (JPYm, nominal prices) 41
Table 25: Japan bird value, 2003?08 ($m, nominal prices) 43
Table 26: Japan bird value forecast, 2008?13 ($m, nominal prices) 43
Table 27: Japan bird volume, 2003?08 (kg/units, million) 45
Table 28: Japan bird volume forecast, 2008?13 (kg/units, million) 46
Table 29: Japan bird brand share, by value, 2007?08 (%) 48
Table 30: Japan bird value, by brand 2007?08 (JPYm, nominal prices) 48
Table 31: Japan bird company share by value, 2007?08 (%) 49
Table 32: Japan bird value, by company, 2007?08 (JPYm, nominal prices) 49
Table 33: Japan bird distribution channels, by value, 2007?08 (%) 50
Table 34: Japan bird value, by distribution channel, 2007?08 (JPYm, nominal prices) 50
Table 35: Japan bird expenditure per capita, 2003?08 (JPY, nominal prices) 52
Table 36: Japan bird forecast expenditure per capita, 2008?13 (JPY, nominal prices) 52
Table 37: Japan bird expenditure per capita, 2003?08 ($, nominal prices) 53
Table 38: Japan bird forecast expenditure per capita, 2008?13 ($, nominal prices) 53
Table 39: Japan bird consumption per capita, 2003?08 (kg/units) 54
Table 40: Japan bird forecast consumption per capita, 2008?13 (kg/units) 54
Table 41: Japan fish value, 2003?08 (JPYm, nominal prices) 55
Table 42: Japan fish value forecast, 2008?13 (JPYm, nominal prices) 56
Table 43: Japan fish value, 2003?08 ($m, nominal prices) 58
Table 44: Japan fish value forecast, 2008?13 ($m, nominal prices) 58
Table 45: Japan fish volume, 2003?08 (kg/units, million) 60
Table 46: Japan fish volume forecast, 2008?13 (kg/units, million) 61
Table 47: Japan fish brand share, by value, 2007?08 (%) 63
Table 48: Japan fish value, by brand 2007?08 (JPYm, nominal prices) 63
Table 49: Japan fish company share by value, 2007?08 (%) 64
Table 50: Japan fish value, by company, 2007?08 (JPYm, nominal prices) 64
Table 51: Japan fish distribution channels, by value, 2007?08 (%) 65
Table 52: Japan fish value, by distribution channel, 2007?08 (JPYm, nominal prices) 65
Table 53: Japan fish expenditure per capita, 2003?08 (JPY, nominal prices) 67
Table 54: Japan fish forecast expenditure per capita, 2008?13 (JPY, nominal prices) 67
Table 55: Japan fish expenditure per capita, 2003?08 ($, nominal prices) 68
Table 56: Japan fish forecast expenditure per capita, 2008?13 ($, nominal prices) 68
Table 57: Japan fish consumption per capita, 2003?08 (kg/units) 69
Table 58: Japan fish forecast consumption per capita, 2008?13 (kg/units) 69
Table 59: Japan rodent value, 2003?08 (JPYm, nominal prices) 70
Table 60: Japan rodent value forecast, 2008?13 (JPYm, nominal prices) 71
Table 61: Japan rodent value, 2003?08 ($m, nominal prices) 73
Table 62: Japan rodent value forecast, 2008?13 ($m, nominal prices) 73
Table 63: Japan rodent volume, 2003?08 (kg/units, million) 75
Table 64: Japan rodent volume forecast, 2008?13 (kg/units, million) 76
Table 65: Japan rodent brand share, by value, 2007?08 (%) 78
Table 66: Japan rodent value, by brand 2007?08 (JPYm, nominal prices) 78
Table 67: Japan rodent company share by value, 2007?08 (%) 80
Table 68: Japan rodent value, by company, 2007?08 (JPYm, nominal prices) 80
Table 69: Japan rodent distribution channels, by value, 2007?08 (%) 81
Table 70: Japan rodent value, by distribution channel, 2007?08 (JPYm, nominal prices) 81
Table 71: Japan rodent expenditure per capita, 2003?08 (JPY, nominal prices) 83
Table 72: Japan rodent forecast expenditure per capita, 2008?13 (JPY, nominal prices) 83
Table 73: Japan rodent expenditure per capita, 2003?08 ($, nominal prices) 84
Table 74: Japan rodent forecast expenditure per capita, 2008?13 ($, nominal prices) 84
Table 75: Japan rodent consumption per capita, 2003?08 (kg/units) 85
Table 76: Japan rodent forecast consumption per capita, 2008?13 (kg/units) 85
Table 77: Global other pet care market value, 2008 86
Table 78: Global other pet care market split (value terms ($m), 2008), top five countries 89
Table 79: Global other pet care market volume, 2008 91
Table 80: Global other pet care market split (volume terms, 2008), top five countries 94
Table 81: Leading players, top five countries 96
Table 82: Analysis of Japan’s Political landscape 98
Table 83: Analysis of Japan’s economy 101
Table 84: Analysis of Japan’s social system 105
Table 85: Analysis of Japan’s technology landscape 109
Table 86: Average annual salaries for researchers across countries 111
Table 87: Japan’s R&D expenditure 112
Table 88: R&D personnel in Japan, 2002–12 113
Table 89: Analysis of Japan’s legal landscape 114
Table 90: Analysis of Japan’s environmental landscape 118
Table 91: Japan other pet care new product launches reports, by company 2008 122
Table 92: Japan other pet care new product launches SKUs, by company 2008 122
Table 93: Japan other pet care new product launches (reports), by flavor and fragrances 2008 122
Table 94: Japan other pet care new product launches (reports), by ingredients 2008 123
Table 95: Japan other pet care new product launches (reports), by package tags or claims 2008 123
Table 96: Japan other pet care new product launch (report) 2008 123
Table 97: Japan population, by age group, 2003?08 (millions) 124
Table 98: Japan population forecast, by age group, 2008?13 (millions) 125
Table 99: Japan population, by gender, 2003?08 (millions) 125
Table 100: Japan population forecast, by gender, 2008?13 (millions) 126
Table 101: Japan nominal GDP, 2003?08 (JPYbn, nominal prices) 126
Table 102: Japan nominal GDP forecast, 2008?13 (JPYbn, nominal prices) 126
Table 103: Japan real GDP, 2003?08 (JPYbn, 2000 prices) 127
Table 104: Japan real GDP forecast, 2008?13 (JPYbn, 2000 prices) 127
Table 105: Japan real GDP, 2003?08 ($bn, 2000 prices) 127
Table 106: Japan real GDP forecast, 2008?13 ($bn, 2000 prices) 128
Table 107: Japan consumer price index, 2003?08 (2000=100) 128
Table 108: Japan consumer price index, 2008?13 (2000=100) 128