Betagro continues to expand its presence in the pet food market by developing market penetration strategies in functional foods in pet nutrition and healthcare focusing on dogs and cats, responding to the emerging trend of "pet humanization" where pets are considered part of the family. This reinforces the company's leading position as a manufacturer of protein-based feed ingredients, gaining the trust of consumers in the premium quality segment and demonstrating readiness in providing new and safe products that keep your pets healthy through fresh, high quality meat products that will soon be available in the market.
Mr. Somcharn Suphapitiporn, Chief Operating Officer Pet Business Group, Betagro Public Company Limited, said that Betagro's pet business encompasses the production and distribution of pet foods, pet snacks and pet healthcare products. This business segment is achieving continuous growth with strong support from rapid urbanization, and the increasing trend of consumers who are delaying marriage or starting families, which gives them the opportunity to spend more time, as well as money, on their pets. The spread of COVID-19 has also impacted consumer behavior in terms of both purchasing habits and developing lifestyles focused on pet healthcare. In addition, consumers have an increasing preference for smaller cats or dogs and either spending more time at home or enjoying outdoor activities with their pets.
Betagro recognizes the love and affection consumers have towards their pets. We, therefore, strive to deliver pet food products that consumers can trust for good value and nutrition. As a well-recognized manufacturer of protein-based feed ingredients known for unrivalled quality and safety using cutting-edge production processes that meet international standards, Betagro is well-suited to produce a broad range of products and for continued innovations ensuring that we meet the needs of our customers in industrial businesses, both domestically and internationally. The pet food portfolio currently consists of four main brands:
- Perfecta: Premium pet food products for dogs and cats with carefully selected raw materials and where the main ingredient is human-grade fresh meat, whether hygienic fresh chicken from Betagro or fresh beef from Kasetsart University's farm, both of which are an excellent source of high-quality protein, plus other great ingredients to promote the health and well-being of dogs and cats who are considered important members of the family.
- DOG n joy: This range of standard pet food products consist of quality pellets, wet foods, and snacks for dogs, and contain a mixture of protein concentrate, such as "Pro Amino 10," a protein chunk containing 10 essential amino acids which a dog body's cannot produce, providing delicious options but also vital nutrients helping dogs stay physically and mentally fit covering nine aspects.
- CAT n joy: A range of standard pet food products including pellet foods, wet foods and snacks that perfectly respond to the true nature of cats. Rich in three essential nutrients needed to enhance the immune system of cats, CAT n joy helps keep them healthy thanks to "lysine," an essential amino acid that helps treat and prevent viral infections, "prebiotics" which helps strengthen the balance in microbiomes in the intestines, and "zinc" and "omega" which help maintain your cat's healthy skin and coat.
- BingoStar: A range of cost-effective pet food products rich in nutrients from five food groups. Produced from selected quality raw materials, BingoStar offers practical foods with strong nutritional value for dogs and cats and comes in many forms, including pellets and snacks made using a production control process overseen by a veterinary team and pet food nutritionists at Betagro to keep your pets strong, healthy, and content.
Betagro has received overwhelmingly positive feedback from our consumers who value pet food for both their dogs and cats. "Perfecta Cat" and "Cat n joy" in the cat food category, and "Perfecta Soft & Meaty" in the soft food category were especially popular. We are also building a successful marketing strategy in premium therapeutic pet foods especially in the Japanese market. In terms of our flagship products, the standard segment has shown the highest level of growth. Most importantly, Betagro has expanded our distribution channels to 1,675 locations to increase convenience and better respond to the lifestyles of consumers.
"In response to the growing pet food market, Betagro recently set a key strategy that focuses on continually expanding the market in both premium and standard products. Thanks to our competitive advantage in product research and development, our team has come up with innovations focused on holistic wellness and therapeutic pet foods. This new range of products, which also uses premium quality fresh meat ingredients, will be released in the market soon supporting owners interested in wellness and preventive care for their pets. In the interim, we have increased our strategic product placement through leading pet food stores, pet clinics and hospitals, along with a stronger focus on marketing communication practices through a variety of online media channels to ensure that each of Betagro's pet business brands can reach a wide range of customers and be placed in the hearts of the new generation."
"As a leading company in the pet food business playing a key role in driving the country's economy, Betagro is committed to researching, innovating, and developing valuable products that bring happiness, good health, and well-being to your pets through our uncompromising quality standards. Our goal is to offer safe, high quality products that meet the needs of consumers at affordable prices," said Mr. Somcharn.