2023
0
China Marketing to Pet Owners Market Report 2023
2023-08-09T04:10:52+01:00
OX1158503
3695
165646
[{"name":"Advertising and Marketing","url":"https:\/\/store.mintel.com\/industries\/media-marketing\/marketing"},{"name":"Pets and Pet Food","url":"https:\/\/store.mintel.com\/industries\/household-home\/pets-pet-food"}]
Report
en_GB
"Pet ownership in China is still growing rapidly, and the relationship between pets and people is shifting from a traditional foster relationship to a more equal 'partnership'. The changing concept…

China Marketing to Pet Owners Market Report 2023

£ 3,695 (Excl.Tax)

Report Summary

“Pet ownership in China is still growing rapidly, and the relationship between pets and people is shifting from a traditional foster relationship to a more equal ‘partnership’. The changing concept of pet ownership is also influencing human-pet interaction and consumer behaviour. Social media and technology are altering the pet-keeping lifestyle, whilst pet owners are trying to become more sophisticated and autonomous, free from the constraints of fragmented information, which makes it even more critical to deepen the ‘professional’ image for brands.”

– Frank Zhang, Senior Analyst

This Report looks at the following areas:

  • Pet owner profile and pet-keeping experience changing.
  • Owner and pet relationship and the role shifting over time.
  • Daily interaction with pets and the interest in novel experience.
  • Information channels with demographic analysis.
  • Purchasing behaviours regarding product, marketing and channel.
  • Purchase and interests in pet tech and the pursuit of lifestyle behind.
  • Favourable branding campaign and the embodied pet owner value

Table of Contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The market
            • Two in 10 have pets and another four have plans to keep pets
              • ‘Pet-friendly’ economy merging with urban development
                • Travel and leisure with pets on the rise
                  • ‘Platform economy’ drives segmentation and specialisation in pet products and services
                    • AI begins to empower pet ownership life
                      • Companies and brands
                        • City and tour map of pet-friendly services
                          • Animal wellness action as important CSR activity even for non-pet-related brands
                            • ‘All-in-one’ solution for smart pet-keeping appliances
                              • Home-accessible pet health products and services
                                • The consumer
                                  • Preference for pedigree stays strong among dog owners
                                    • Figure 1: Pet ownership, 2023
                                  • From paternalism to partnership
                                    • Figure 2: Owner and pet relationship, 2020 and 2023
                                  • Few differences found in pet owners’ interaction with dogs and cats
                                    • Figure 3: Daily interaction with pets, 2023
                                  • Short video and social media challenging professional channels
                                    • Figure 4: Information channels, 2023
                                  • Quality and exclusivity of pet products are top-of-mind awareness
                                    • Figure 5: Purchasing behaviours, 2023
                                  • Penetration of pet tech is still low but interests are high
                                    • Figure 6: Purchase and interests in pet tech, 2023
                                  • Ethical and sustainable concerns are most welcomed
                                    • Figure 7: Favourable branding campaign, 2023
                                • Issues and Insights

                                  • Towards more equal and mutual in-depth human-pet relationship
                                      • Figure 8: Paw City – watching movie Hachiko with dogs, 2023
                                    • Distinguish pain points of new pet owners and experienced pet owners
                                        • Figure 9: Meituan’s commercial for new pet owners, 2023
                                      • Being serious and truly caring about pets’ wellbeing
                                          • Figure 10: Nourse brand upgrade launch event, 2023
                                        • What we think
                                        • Market Factors

                                          • Two in 10 have pets and another four have plans to keep pets
                                            • Figure 11: Pet-keeping considerations, 2023
                                          • ‘Pet-friendly’ economy merging with urban development
                                            • Figure 12: First Xinglong Lake Pet Life Festival, 2023
                                          • Travel and leisure with pets on the rise
                                            • Figure 13: Paw City App screenshot, 2023
                                          • ‘Platform economy’ drives segmentation and specialisation in pet products and services
                                            • Figure 14: Pet Pie home (宠物派) feeding service platform, 2023
                                          • AI begins to empower pet ownership life
                                          • Marketing Activities

                                            • City and tour map of pet-friendly services
                                              • Figure 15: pidan pet-friendly community map, 2023
                                            • Animal wellness action as important CSR activity even for non-pet-related brands
                                              • Figure 16: Coca-Cola rPET campaign, 2022
                                            • Communicating in the languages of dogs and cats
                                              • Figure 17: Gofine – Letters from the planet of pets, 2023
                                            • Adorable pet elements inspire fondness for home fitness mirror
                                              • Figure 18: Xiaodu Tiantian smart fitness mirror, 2023
                                          • New Product Trends

                                            • ‘All-in-one’ solution for smart pet-keeping appliances
                                              • Figure 19: Pilton Smart Pet Kennel, 2023
                                            • Home-accessible pet health products and services
                                              • Figure 20: Magicore urinary disease-testing cat litter, 2023
                                            • Remote human-pet interaction experience
                                              • Figure 21: EBO Air smart guardian robot, 2023
                                            • Personification of pet fashion and pet beauty
                                              • Figure 22: Pebot spring/summer, 2023
                                          • Pet Owner Profile

                                            • Preference for pedigree stays strong among dog owners
                                              • Figure 23: Pet ownership, 2023
                                              • Figure 24: Pet ownership (rebased), 2020-23
                                            • Nearly a quarter of pet owners are new to keeping pets
                                              • Figure 25: Petting experience, 2023
                                            • Pet owners in lower tier cities tend to keep more pets in number
                                              • Figure 26: Number of dogs or cats, 2023
                                              • Figure 27: Pet ownership and number of dogs or cats, by city tier, 2023
                                            • New pets continuously increase, especially in 30s and 40s
                                              • Figure 28: Pets’ age, 2022 and 2023
                                              • Figure 29: Pets’ age – younger than 1 year old, by age, 2022 and 2023
                                          • Owner and Pet Relationship

                                            • From paternalism to partnership
                                              • Figure 30: Owner and pet relationship, 2020 and 2023
                                              • Figure 31: Owner and pet relationship, by age, 2020 and 2023
                                            • Parenting giving attitudes among senior pet owners and possible benefits in healthy ageing
                                              • Figure 32: Owner and pet relationship, by age, 2023
                                          • Daily Interaction with Pets

                                            • Few differences found in pet owners’ interaction with dogs and cats
                                              • Figure 33: Daily interaction with pets, 2023
                                            • Pet-friendly cinemas or restaurants see potential in all tier levels
                                              • Figure 34: Daily interaction with pets – selected items, by city tier, 2023
                                            • Fun activities with social tagging value favoured by high-income groups
                                              • Figure 35: Daily interaction with pets – selected items, by personal monthly income, 2023
                                          • Information Channels

                                            • Short video and social media challenging professional channels
                                              • Figure 36: Information channels, 2023
                                            • Female pet owners seek information more extensively, while males tend to find a quicker one-stop solution
                                              • Figure 37: Information channels – basic knowledge of pet keeping, selected items, by gender, 2023
                                            • Families with children pay more attention to the professionalism
                                              • Figure 38: Information channels – selected items, by parenting status, 2023
                                          • Purchasing Behaviours

                                            • Quality and exclusivity of pet products are top-of-mind awareness
                                              • Figure 39: Purchasing behaviours, 2023
                                            • Experienced pet owners focus more on professionalism
                                              • Figure 40: Purchasing behaviours – selected items, by petting experience, 2023
                                            • High-income male pet owners more susceptible to ‘labelling effect’
                                              • Figure 41: Purchasing behaviours – selected items, by gender and personal monthly income, 2023
                                          • Purchase and Interests in Pet Tech

                                            • Penetration of pet tech is still low but interests are high
                                              • Figure 42: Purchase and interests in pet tech, 2023
                                              • Figure 43: Purchase and interests in pet tech, 2023
                                            • Convenience and fun are more important in tier 1 cities, while safety matters more in lower tier cities
                                              • Figure 44: Purchase and interests in pet tech – selected items, already purchased, by city tier, 2023
                                            • High-income females are most likely to pay more for smart tech products
                                              • Figure 45: Purchase and interests in pet tech, already purchased, by gender and personal monthly income, 2023
                                          • Favourable Branding Campaign

                                            • Ethical and sustainable concerns are most welcomed
                                              • Figure 46: Favourable branding campaign, 2023
                                            • Young generations see animal wellbeing as a more important issue than sustainability
                                              • Figure 47: Favourable branding campaign – selected items, top 3, by age, 2023
                                              • Figure 48: Favourable branding campaign – selected items, top 3, by age and gender, 2023
                                            • Cat owners in lower tier cities express more interest in online interactive activities
                                              • Figure 49: Branding campaign-type preferences – organising online fun interactive sharing, top 3, by city tier and pet type, 2023
                                          • Appendix – Methodology and Abbreviations

                                            • Methodology
                                              • Abbreviations

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