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Pet Care Industry in China

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Opportunities for Cat and Dog Care Brands

The pet care market in China is growing rapidly, with millions of pet-owning households driving demand for premium pet care products. As of recent years, this industry has seen double-digit growth, especially within the premium segments like specialized cat food, dog food, and grooming products. However, despite this booming demand, around new product launches fail to achieve their intended success.

Consumer Trends in the Pet Care Industry in China

With pet ownership on the rise, particularly among urban millennials, China’s pet industry is now worth billions. This surge in pet ownership reflects a significant change in how pets are viewed, moving from simple companions to beloved family members. Millennials and Gen-Z, many of whom grew up during the One-Child Policy, are leading this trend. These younger Chinese consumers are less inclined to have children than previous generations, and are increasingly turning to pets to fulfill emotional needs, referring to them as “fur babies”. In 2023, China’s pet industry totaled nearly six billion RMB annually, with an increasing preference for premium pet food and wellness products.

Foreign brands, such as Royal Canin, continue to lead the Chinese pet food market, benefiting from the rising demand for specialized food options. This change in consumer behavior has fueled a pet food market that is expected to grow exponentially in the coming years. Despite this, many brands still face barriers when entering the market, particularly due to a lack of understanding of local consumer preferences and cultural nuances.

Common Pitfalls of Pet Care Brands in China

1. Lack of Insight into Chinese Consumer Behavior and Needs

Many pet-care brands struggle in China because they don’t fully understand the unique preferences of local consumers. For instance, while urban pet owners in Tier 1 cities might prioritize premium pet food with organic ingredients or smart pet care gadgets, pet owners in lower-tier cities may place more importance on affordability and basic health benefits for their pets. Additionally, younger consumers are increasingly focused on wellness-oriented products for their pets, such as items that promote healthy digestion or immunity, while older generations may prioritize products that ensure basic care and nutrition. Tailoring product offerings to match the specific desires of these distinct consumer groups is crucial to meet their specific needs.

2. Overgeneralization of the Target Audience

When launching pet care products in China, focusing solely on broad categories like ‘pet owners in Tier 1 cities’ or ‘millennial pet parents with disposable income’ is not enough to drive meaningful success. Preferences for premium pet food or wellness products vary significantly based on geography, pet type, and lifestyle. For example, in lower-tier cities, cost-conscious consumers may prioritize affordable, functional pet food, while in Tier 1 cities, consumers may seek premium, health-focused cat food. Brands need to segment their audience beyond basic demographics, considering factors such as pet type (e.g., cats vs. dogs), and consumer preferences for eco-friendly or functional products tailored to their pets’ needs.

3. Misalignment in the Marketing Mix Elements

A major challenge for pet care brands in China is misaligning their product’s pricing, packaging, and messaging with local consumer preferences. For example, urban Chinese pet owners may be more willing to pay a premium for eco-friendly or high-tech pet care products, such as smart feeders and automatic litter boxes, while pet owners in smaller cities may focus on affordable and functional options. In addition, packaging plays a significant role—pet owners in Tier 1 cities might be drawn to sleek, minimalistic designs that emphasize luxury, whereas in lower-tier cities, packaging that highlights value or health benefits. Depending on the location, consumers are more attracted to specific packaging designs.

What’s Next for Pet Care in China?

Looking ahead, China’s pet care market will continue to grow, though shifts in pet demographics are expected. The cat population is projected to rise, driven by urbanization and the increasing appeal of smaller, more manageable pets in crowded cities. In contrast, the dog population may experience a slight decline due to stricter regulations in urban areas. Beyond cats and dogs, other pets such as fish and small mammals are set to see modest increases, reflecting broader consumer interest in pet ownership. This evolving landscape presents new opportunities for pet care brands to tailor products and services to emerging trends in the market. 

 

With local consumer preferences constantly evolving, brands must adopt a data-driven approach to truly understand what resonates with Chinese pet owners. For example, we worked with Wellness Pet to fine-tune its product offering by conducting digital experiments and leveraging Chaoly’s Alibaba shop to gather real consumer feedback. These insights enabled them to align their pet food products to local preferences. You can read more about it in the case study on LinkedIn.
From social listening and consumer discovery to product testing and marketing-mix optimization, Chaoly provides the tools and insights to ensure your brand’s success in China’s dynamic pet care market. 




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