ZHESHANG SECURITIES·2025-05-12 08:03Investment Rating - The industry rating is "Positive" (maintained) [5] Core Insights - The fifth "It Expo" held from May 7 to 11, 2025, in Shanghai showcased a significant increase in exhibition area and participating brands, indicating sustained high demand in the pet food sector [1][12] - The trend of market concentration continues, with fewer new brands emerging, primarily focusing on international brands entering the domestic market [2][21] - Baked pet food remains a key product direction, with sales in Q1 2025 reaching 258 million, a year-on-year increase of 94%, accounting for 14.48% of the market [2][29] - The competition in the baked food segment is intensifying, leading to increased product differentiation and innovation among leading companies [3][40] - The industry is witnessing a shift towards more refined product offerings beyond baked food, focusing on specific functionalities and concepts [4][43] Summary by Sections 1. Expo Scale and Market Trends - The 2025 "It Expo" featured over 10,000 square meters of exhibition space and more than 8,000 participating brands, doubling from the previous year [12] - The pet food industry growth rate was 9% in 2024, with a notable decline in investment activities for smaller companies [21] 2. Product & R&D Innovations - Baked food is a product of traditional puffed food technology upgrades, offering higher nutritional value and meat content [26] - The sales of baked food have surged, with a 313% increase in sales volume and a 338% increase in product variety in 2023 [29] - Leading companies are innovating in baked food products, introducing unique formulations aimed at enhancing pet health [40][43] 3. Marketing & Channel Strategies - The online sales penetration rate for pet food reached 65.9% by 2023, with significant growth in platforms like Douyin [54] - The expo has become a crucial marketing node, with leading companies focusing on online sales strategies rather than traditional distribution [59] 4. Investment Recommendations - The report emphasizes the importance of strong R&D capabilities among leading companies, recommending investments in firms like Guibao Pet, Zhongchong Co., and Petty Co. for their innovative product developments [5][60]