Taiwan’s highly influential brand DogCatStar (汪喵星球) has emerged as the undisputed leader in the local premium wet pet food market, while its parent entity, Shepherd Group (牧羊人集團), has positioned itself as Taiwan’s first integrated pet-care conglomerate. The company is now targeting major markets such as Europe, the U.S., Japan, and South Korea through a diversified brand strategy.

From Factory Floor to Global Ambitions

Stepping into Shepherd Group’s sprawling facility in Xinwu, Taoyuan, one sees a state-of-the-art pet-food production hub handling millions of cans annually. The plant houses advanced freezing and vacuum-cooling systems—typically used for high-end human food—but all output is dedicated to pet nutrition.

Originally founded in 2013, DogCatStar first gained attention with Taiwan’s pioneering gelatin‑free canned pet food. Over time, it expanded into multiple specialized brands under the Shepherd Group umbrella. Today, the group spans six core brands, with four others in development, covering pet food, health supplements, and even cat litter—and is preparing to enter human long‑term care food markets.

Riding a Local Trend to Global Reach

DogCatStar took off by addressing two key gaps: over‑priced imported wet food and limited options in Taiwan’s pet food market, which was dominated by dry kibble. Its no‑additive gelatin‑free cans offered both health-focused transparency and affordability—positioning the brand as an accessible choice for pet owners who treat their animals like family.

In 2018, internal suggestions to diversify products led to the creation of a new brand, Monster Tribe, with over 20 natural‑ingredient meat‑based canned menu options—serving niches beyond the original minimalist approach.

The turning point came in 2021, when DogCatStar exhibited at a German pet expo. The unique product offerings—such as sea bass meals, probiotic‑fortified cans, and gelatin‑free variants—garnered international attention, resulting in orders from Germany, Korea, and Japan. This global recognition catalyzed the plan to unify all brands for overseas expansion.

Product Innovation and Strategic Branding

To broaden its market, the group introduced:

Lady N (超凝小姐): scented tofu-based cat litter designed to perform well even in humid climates—successful with over NT$10 million in sales during its first year in the U.S.

HeroMama: a hybrid dry food line combining extrusion and freeze-drying techniques, appealing to consumers accustomed to conventional kibble while raising nutritional quality. This brand successfully attracted a demographic segment aged 35–44, complementing DogCatStar’s core 25–34 age group distribution.

Shepherd Group continues incubating new brands and intends to scale via acquisitions and internal ventures. Its Taoyuan plant, currently outputting tens of millions of cans annually, plans to double capacity amid rising demand.

Challenges and the Road Ahead

Leadership acknowledges that diversification comes with trade-offs. As CEO Sun Zongde points out, “Not every product idea should be pursued—only high‑impact, high-frequency consumables deserve priority.” The company has even shelved a nano‑technology cat litter after two years of R&D because it proved impractical despite technological innovation.

External observers highlight the importance of a strong core brand before multi-brand expansion—a milestone that DogCatStar achieved between 2018 and 2020 when its revenue approached NT$1 billion annually, making it a fitting platform for broader growth.

Despite its successes, as CEO Sun humbly asserts: “We’re still on the journey—it’s early yet.” With firm eyes on the future, the group remains committed to scaling its global footprint while continuously refining its brand portfolio.