This report looks at the following areas:
- The rise of the pet market and its current development
- Shifting perspectives on pet ownership and human-pet relationships
- High frequency pet care occasions
- Innovative products for life with pets
- Purchase channels for pet products and choice factors
- Marketing strategies that leverage new perspectives on pet ownership and the cute pet trend
The future of human-pet relations will focus on bringing owners and pets closer together while respecting pets’ inherent nature. Looking forward, this offers three avenues for marketing to pet owners: facilitating interactions to deepen the owner-pet bond; exploring the inherent nature of pets to provide more suitable pet care solutions; and balancing demands to promote peaceful coexistence between humans and pets.
Anita Li, Senior Research Analyst – Consumer Trends and Lifestyle, China
Collapse All
-
Executive summary
- Key issues covered in this Report
- What you need to know
-
Market overview
- Increasing social atomisation underscores rising loneliness
- More and more people are choosing pets for emotional support and to alleviate loneliness
- Graph 1: number of pet dogs and cats living in towns and cities, 2019-23
- Pets have become the ideal ‘life partners’
- The pet market is worth almost RMB300bn, but growth has slowed significantly
- China’s pet market moves closer to full competition
- A large influx of new players enter the market as the financing boom fades, intensifying reshuffles and competition
-
The consumer
- New concepts in pet ownership
- The changing role of pets: from accessories to indispensable family members
- Most pet owners in China are shifting from the second to the third phase
- Future trends in the human-pet relationship: becoming closer while respecting their animal nature
- Pet ownership gets an upgrade as ‘science-backed pet care’ drives advances in demands
- Graph 2: engagement with ‘science-backed pet care’ on social media channels, 2022-24
- Let pets be animals: the zoo-keeping concept of ‘enrichment’ enters the pet care field
- Graph 3: engagement with ‘enrichment(丰容)’ on social media channels, 2022-24
- Owning a pet can have a positive influence, and loving pets is also a way of loving oneself
- Graph 4: changes after raising pets, 2024
- The positive effects of pet ownership become more pronounced with the accumulation of experience
- Graph 5: changes after raising pets, by pet ownership experience, 2024
- Owning a dog enforces a daily routine and enhances social skills, while cats make people more tolerant; having both is tough but rewarding
- Graph 6: changes after raising pets, by type of pet, 2024
- The pure love of pets means owners place greater emphasis on the quality of emotional connection and companionship
- New pet care demands
- Market developments and changing perspectives see owners’ worry less about their pets’ basic needs, but drive an increase in attention to pet-friendly services
- Graph 7: concerns of pet owners, 2021 vs 2024
- Bathing pets and social media sharing are the most frequent pet care occasions, with several new scenarios emerging which engage pets in traditionally human experiences
- Graph 8: pet care frequency – at least once a month (net), 2024
- Cleaning demands are very different for cats and dogs
- Graph 9: pet care frequency – cat owners, 2024
- Graph 10: pet care frequency – dog owners, 2024
- Upgrades accelerate in the dog shampoo market, with new products favoured
- Graph 11: new dog shampoo launches and value sales, 2017-2024
- Popular pets KOLs now showcase more diverse personalities
- High-income pet owners drive diverse new pet care scenarios
- Graph 12: pet care frequency – at least once a month (net), by monthly personal income, 2024
- New pet care occasions related to evolving demands and public service capability are more concentrated in Tier 1 cities
- Graph 13: pet care frequency – at least once a month (net), by city tier, 2024
- New high-frequency pet care scenarios are dominated by post-1990s and post-1960s/70s females
- Graph 14: pet care frequency – at least once a month (net), by gender and generation, 2024
- Graph 15: pet care frequency – at least once a month (net), by gender and generation, 2024
- Pet training services remain an emerging and niche occasion, primarily driven by pet owners in Tier 1 cities and the post-1990s generation
- Graph 16: pet care frequency – pet training services (tried in the last 12 months), by gender and generation, 2024
- Graph 17: pet care frequency – pet training services (tried in the last 12 months), by city tier, 2024
- Pet training is no longer about teaching obedience, but establishing an equal and loving relationship
- Pet owners may buy/make pet costumes and accessories for social reasons
- Graph 18: pet care frequency – at least once a month (net), by changes after raising pets, 2024
- Novice owners participate more frequently in all occasions
- Graph 19: pet care frequency – at least once a month (net), by pet ownership, 2024
- Many innovative products have emerged to improve life with pets
- Graph 20: innovative products for life with pets, 2024
- Owners with progressive views on pet ownership are more willing to use innovative products
- Graph 21: innovative products for life with pets, by concerns of pet owners, 2024
- Dog and cat owners have different priorities when it comes to living with pets
- Graph 22: innovative products for life with pets, by type of pet, 2024
- Selecting and purchasing pet products
- Comprehensive shopping platforms and offline pet stores have become the main channels for pet spending, offering a reliable and convenient one-stop experience
- Graph 23: purchase channels, 2022
- Graph 24: purchase channels, 2024
- A higher proportion of post-1990s and Gen Zs use group-buying ecommerce channels; pet owners in Tier 1 cities are noticeably trading down
- Graph 25: purchase channels – group buying ecommerce platforms, by city tier, 2024
- Graph 26: purchase channels – group buying ecommerce platforms, by generation, 2024
- Intentional spending and strategic quality upgrades drive significant growth in pet meals on Pinduoduo for the Double 11 holiday
- D&L Pets Department Store: a wide range of great products + pet-friendly spaces + imaginative experiences
- Product materials/ingredients are the primary consideration in pet products, followed by brand recognition
- Graph 27: purchasing factors – top factor considered, 2024
- Novice owners consider a wider and more fragmented range of factors and rely more on others’ recommendations; experienced owners have clearer needs and know what to focus on
- Graph 28: purchase factors – top three priorities, by pet ownership experience, 2024
- Pet owners with 1-5 years of experience consider reliability, are more conscious of promotions and pay more attention to sales rankings when looking for new products
- Graph 29: purchase factors – top three priorities, by pet ownership experience, 2024
-
Issues and insights
- Expand usage occasions in line with the evolution of pet care
- The changing relationship between people and pets leads to heightened pet care demands
- Meeting basic needs: systematic expertise and simple, stress-free choices
- Meeting upgrade demands: cutting-edge scientific concepts and superior ingredients
- Meeting upgrade demands: establish a competitive advantage by capturing mindshare through use of ingredients
- Meet upgrade demands: build a more comprehensive knowledge system for pet wellbeing
- Meeting both basic and upgrade demands: ensure pet wellbeing while satisfying the owner’s emotional needs
- Expand cross-category pet care occasions to meet owners’ desires for immersive and premium shared experiences
- Demand increases for taking pets out and about, but truly pet-friendly services are lacking
- Create pet-centric experiences
- Establish concrete and detailed rules and guidelines to achieve peaceful co-existence
- Luxury pet pampering products: consider pet wellbeing while making owners happy
- The popularity of outdoor lifestyles could be another way to expand cross-category pet care occasions
- Innovations inspired by cute pet culture
- Cute pets are a universal tonic for the spirit
- Identify synergies and collaborate with popular stickers
- Using cat memes to tell stories of ‘lowly’ office workers can drive traffic on brand’s social media
- Brand resources combined with a little help from consumers make it easy to support strays
-
What we think
- Keys to success
-
Appendix
- Consumer survey data on pet ownership experience, by age of pet
- Graph 30: pet ownership experience, by age of pet cat/dog, 2024
- Methodology
- Abbreviations
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
For a closer look at a Mintel Market Intelligence Report, take a look at the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 3,695 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
