Diana Unicharm ventures into pet care sector in Vietnam

According to local newswire Nhip song thi truong, Diana Unicharm’s recent recruitment drive features multiple job openings in the pet care domain, such as sales managers and sales associates, which suggests a concerted effort to establish a presence in this promising sector.

The expected decision to broaden its horizons into the pet care sector reflects Diana Unicharm's aspirations to leverage the triumphs of its renowned brands, including the popular Diana sanitary pads, Bobby baby nappies, and Caryn adult nappies.

One source who remains anonymous has disclosed that Diana Unicharm has obtained an official licence from its parent holding company, Unicharm Corporation in Japan, allowing it to import and distribute the pre-eminent Silver Spoon cat food brand within the Vietnamese market. The impending launch is eagerly anticipated.

Capitalising on its robust business capabilities and the untapped potential of the market, Diana Unicharm's expansion into the pet food segment would underscore its commitment to realising growth opportunities.

Having solidified its position as a manufacturer in Vietnam for several consecutive years, Diana Unicharm has consistently secured substantial market shares, with the baby care, women's care, and adult care segments commanding over 40 per cent, 58.1 per cent, and 88 per cent respectively by the close of 2022.

This potential foray into the pet food industry represents a logical progression in the company's long-term strategic vision, aiming to achieve $1 billion in revenue by 2030 and cater to the escalating demands of discerning Vietnamese consumers.

Diana Unicharm's parent company, Unicharm Corporation, is a Japanese conglomerate specialising in care products for women, babies, adults, and pets.

Having commenced operations in 1986, the pet care division presently accounts for approximately 28 per cent of Unicharm's overall sales in Japan. Renowned for its flagship brand, Silver Spoon, the company has consistently dominated the Japanese cat food market for numerous consecutive years.

The expansion into the pet care segment by Diana Unicharm would be a calculated move, supported by extensive market analysis that highlights the immense potential of this industry.

Pet ownership has evolved beyond a mere pastime to encompass multifaceted benefits for both physical and mental wellbeing.

According to Pet Fair Asia, the pet care market in Southeast Asia generates a colossal $4 billion in revenue, with Vietnam capturing a commendable 13 per cent share – equivalent to approximately $500 million – and a projected annual growth rate of 11 per cent.

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