Marketing Strategies of Domestic Startups in the Pet Food Industry: Focusing on Human-Grade Products

The growing recognition of pets as integral family members has driven significant expansion in the premium pet food market. (1) Background/Purpose: This study explores the strategic importance of human-grade pet food products in the domestic South Korean market, a rapidly growing segment valued at approximately $6.2 billion in 2022 and projected to reach $15.2 billion by 2032 at an annual growth rate of 9.5%. The study investigates how domestic startups can achieve sustainable competitiveness against large corporations and dominant imported brands through differentiated marketing strategies. (2) Methodology/Approach: A qualitative research design was employed, combining literature review, case-study analysis applying STP (Segmentation, Targeting, Positioning) and 4P (Product, Price, Place, Promotion) frameworks, and a semi-structured in-depth interview with the CEO of the startup RichzBOX. Three companies were selected as cases: Harim Pet Food (large corporation), WOORIWA (mid-sized company), and RichzBOX (startup). (3) Findings: Harim Pet Food leverages its extensive distribution network and brand reputation for wellness-focused strategies. WOORIWA specializes in functional pet food addressing specific health conditions such as allergy prevention and weight management. RichzBOX demonstrates that startups can achieve market differentiation through personalized subscription services, smart factory-based quality management, certified human-grade ingredients, and social responsibility branding. No single strategy dominates—each firm's approach is aligned to its resource base and target consumer segment. (4) Originality/Value: The study provides actionable marketing strategy frameworks for domestic pet food startups and identifies policy gaps—particularly the absence of clear human-grade product criteria under the Korean Feed Management Act—whose resolution would strengthen both consumer trust and global competitiveness.