Food Manufacturer and Exporter
Winning Hearts and Minds in Japan's Pet Food Market
Overview
An international food manufacturer and exporter was looking to enter Japan's large and highly competitive pet food market. We partnered with them to go beyond the data, exploring the unique consumer landscape and cultural nuances that would shape a successful market entry in this emotion-driven category.
Our mission was to uncover where the pet food brand could fit, how to adapt its products for local expectations, and which entry strategies would be most viable.
We began by immersing ourselves in the market, analyzing category trends, competitive dynamics, and pricing structures. In parallel, we explored the daily realities and emotional drivers of Japanese dog owners, placing our client’s products directly in their homes. This real-world testing revealed how trust, quality, and care influence purchasing behaviour, while providing rich feedback on product fit and acceptance.
We also identified the brand story assets most likely to resonate locally and mapped out suitable distribution pathways, laying the groundwork for a tailored go-to-market strategy.
Results
The project highlighted challenges and delivered a potential market entry roadmap, built on deep consumer insights. We provided our client with clear direction on priority customer segments, key purchase drivers, and actionable brand positioning and localization guidance. With a curated shortlist of suitable distribution partners, the client was equipped to review their efforts with strategic clarity.
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"The work your company did was extremely helpful in pointing out several of the issues we need to address before taking this project further. This is especially true around lifestyle factors in Japan, which we need to address to meet potential buyer needs. It has been a pleasure to work with you, and we look forward to future collaborations." – Project Lead, Food Manufacturer and Exporter
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