PetFriends PB Product Sales Surpass 11 Million Units... 'Horangi' and 'Mch Sand' Popular

[Photo by PetFriends]

PetFriends announced on the 9th that the cumulative sales volume of its private brand (PB) products has surpassed a total of 11 million units. PetFriends has over 70 PB products, including ‘Horangi’, ‘Mch Morae’, ‘Udada Mansion’, and ‘Best Price’. They analyze that PB products are especially popular among the highly engaged MZ generation in their 20s and 30s, who make up more than half of all customers. PB products compete by offering reasonable prices relative to their high quality.

PB products account for more than 23% of PetFriends’ total sales revenue, which exceeded 100 billion KRW last year. Since the profit margin is about twice as high as other products, PB products serve as a core for securing stable profits in the commerce sector and contribute to increasing PetFriends’ profitability.

In particular, the explosive growth of PB products for companion cats stands out. While PB products for companion dogs showed an average annual growth rate of 119% over the past five years (2019?2023), PB products for companion cats grew by 264%, more than doubling. ‘Horangi’ and ‘Mch Morae’ drove this growth. The product with the highest sales volume among single items was ‘Horangi Morae’, with a total of 430,000 units sold. Following that, ‘Mch Morae’ recorded 130,000 units sold.

Horangi is a premium brand exclusively for companion cats introduced by PetFriends in 2019 to address various concerns of cat owners. It sells cat litter such as Horangi Morae, as well as snacks, supplements, and toys. Mch Morae is a brand developed in collaboration with veterinarian Kim Myung-cheol to provide a better litter environment for cats.

PetFriends views these statistics as related to recent changes in the domestic pet market. According to Euromonitor’s ‘2024 Domestic Pet Market Status and Key Trends’, last year the domestic pet food market grew by 1.9% for companion dogs compared to the previous year. Conversely, companion cats grew by about 8%. The population of companion dogs increased by 0.1%, while companion cats increased by 3%.

A PetFriends representative said, “The competitiveness of products that meet the demands and standards of highly engaged MZ generation customers, based on data, is the secret to the popularity of PetFriends PB products,” adding, “We will continue to discover and develop PB products to ensure customer satisfaction and differentiated experiences for PetFriends users.”