Thailand has one of the highest pet ownership rates in the APAC region, presenting substantial opportunities in this growing market. With increasing urbanisation and a rising number of cat owners, the demand for innovative cat food products has surged. This shift has also broadened the industry’s focus beyond traditional dog-centric offerings, driving new developments in pet food.
Fuelled by humanisation, pet owners are becoming more aware of their pets’ mental wellbeing and longevity. Plant-based options, sustainable features and insect protein are also promising advancements in Thai pet products.
Purchase this Report to understand more about the preferences and behaviour of Thai pet owners, discover key value drivers in pet foods and uncover the pet-specific opportunities for cats and dogs.
This report looks at the following areas:
- Pet ownership status and life stage of pets
- Most concerned health issues in pets
- Type of pet food usage and interest
- Pet product features that owners are willing to pay more for
- Pet owners’ attitudes and behaviour towards pet food products
Emotional wellbeing, longevity and sustainability are essential drivers of value in pet food, appealing to both new and existing pet owners alike.
Phurisa Phagudom, Research Analyst – Food and Drink, Thailand
Market Definitions
This report studies the Thai pet food market. This includes different types of pet food, ranging from dry food, wet food, raw meat food, supplements, snacks & treats and home-cooked food.
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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- The outlook of pet food in Thailand
- Thailand’s pet market is evolving with more heartfelt connections and urban living
- A symbiotic bond: pets offer emotional support as owners meet their needs
- Graph 1: pet type owned, by mental health-focused pet owners, 2024
- A longer, healthier life for pets begins with early care
- Graph 2: health concerns of dogs/cats, by lifestage of dogs/cats, 2024
- Sustainable features drive value in pet foods
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KEY TRENDS AND MARKET FACTORS
- What you need to know
- Overview of the Thai pet food market
- Thailand has one of the highest rates of pet ownership in APAC
- Graph 3: pet ownership status, 2024
- Thai market still shows significant room for innovation
- Graph 4: launches in pet food, by market, 2020-25
- Changes in pet ownership trends and behaviour are reshaping the pet food market
- Graph 5: launches in pet food, by sub-category, 2020-25
- Graph 6: launches in pet food, by claim, 2022-25
- 2025 Global Food & Drink Trend: Fundamentally Nutritious
- Nearly half of pet owners seek supplements for their companions
- Graph 7: purchase of pet products in the last 12 months, 2024
- Case study: home-cooked food made easy with ‘gimme fresh’ dog food mix
- Pets are living longer
- Graph 8: life expectancies, 2013-19
- Many local brands are already launching longevity-focused and senior pet food products
- Breaking barriers: bringing humanity to furry companions
- Mintel Trend: Creature Comfort
- Thai pet owners increasingly seek pet-friendly urban condos
- The Thai government is transforming public urban spaces to accommodate increasing pet owners
- As equals: more than pet-friendly spaces – our pets reflect our values, lifestyles and personalities
- The awakening of eco-conscious pet owners and alternative proteins
- Along with health and finance, climate change is becoming a prominent worry among Thai consumers
- Graph 9: biggest concerns in the past six months, 2023
- Pet owners’ ethical food and drink choices may influence what they choose for their pets
- World’s first cultivated meat for pets launches in the UK to cater to eco-conscious pet owners
- Omni unveils first meat-like vegan dog food
- Local brands are launching insect protein, pioneering innovation in dog food and treats
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- Thailand’s pet market shifts as dog ownership decreases and cat popularity increases
- Graph 10: pet ownership, by year, 2023-25
- Thailand pet population landscape
- Graph 11: pet ownership, by region, 2024
- Dry food remains in the lead with high interest in food toppers
- Graph 12: types of pet food fed in the past six months, 2025
- Cats continue to be a favourite among urban households
- Graph 13: pet ownership, by area, 2024
- Young men stand out as new pet owners
- Graph 14: those who got their first pet less than two years ago, by age, gender and living situation, 2024
- Pet paw-sitivity!
- Emotional co-dependency: pet owners rely on their pets for happiness while caring deeply for their mental wellbeing
- Cat owners are more worried about their pets’ mental wellbeing
- Graph 15: pet type owned, by mental health-focused owners, 2024
- Centre marketing campaigns around cat happiness and the special bonding moments shared between cats and their owners
- Launch cat treats featuring relaxation and calming properties
- Leverage the connection between gut health and stress regulation
- Graph 16: health concerns of pet(s), by mental health-focused pet owners, 2024
- Combine emotional balancing and digestive health properties in cat food
- Elevate the gut-brain axis proposition with pre-, pro- and postbiotics
- Graph 17: pre/pro/postbiotics in pet food products consumers are willing to pay for, by mental health-focused pet owners, 2024
- Explore opportunities of probiotics, postbiotics and synbiotics in cat treats
- Graph 18: sub-category launches of pet food, by claim, 2022-2025
- Innovate with pre-, pro- and postbiotics to promote digestion and wellbeing
- Ageing pets and the pursuit of longevity
- Pets are ageing with us
- Graph 19: lifestage of dogs/cats owned, by generation, 2024
- The ageing pet population is dog-dominated
- Graph 20: lifestage of dogs/cats owned, by pet type owned, 2024
- Oral, eye, hip and joint health are key priorities in senior pet care
- Graph 21: health concerns of dogs/cats, by lifestage of dogs/cats, 2024
- Innovate with ageing-specific health issues to capture owners of senior pets
- Longevity focus starts early and is not limited to dogs
- Graph 22: pet owners who agree that ‘I try to feed my pet the food that supports their longevity’, by pet type and age of pet owned, 2024
- Harness the benefits of superfoods to promote pets’ healthy lifespan
- Focus on immunity for cat longevity
- Graph 23: health concerns of pet(s), by pet type owned, 2024
- Promote balanced and complete nutrition to support immunity
- Drive longevity with VMS for pets, targeting VMS user pet owners
- Graph 24: functional snacks/toppers/supplements in pet food products consumers are willing to pay for, by VMS pet owners, 2024
- Innovate with superfoods and premium ingredients to support VMS users seeking to improve their pets’ longevity
- Sustainable features hold premium value for eco-conscious pet owners
- Eco-conscious pet owners are driving demands for plant-based and sustainable claims
- Graph 25: pet owners who agree to the statement ‘I am more loyal to pet food brands with sustainable claims’, by eco-conscious pet owners, 2024
- Sustainable features are premium worthy
- Graph 26: features in pet food products consumers are interested and willing to pay more for, by eco-conscious pet owners, 2024
- Transparency about sustainable features enhances value and strengthens brand identity
- A future outlook: Cave Pets is leading in regenerative processing for pet foods
- Opportunity space: plant-based foods have high interest but low adoption
- Among alternative proteins, plant-based proteins are perceived as more valuable than insect-based proteins
- Graph 27: features in pet food products consumers are willing to pay more for, 2024
- Emphasise plant-based food’s support for a complete and nutritious diet
- Use fun and attractive product concepts for plant-based ingredients
- Innovate with mixes, focusing on plant protein to entice new users
- Graph 28: features in pet food products consumers are willing to pay for, by eco-conscious pet owners who agree that ‘pet foods with an alternative protein mix (eg animal protein and plant-based/insect protein mix) is a good start to try alternative protein options’, 2024
- Protein blends offer savings, increase palatability and new adoption of novel protein sources
- Breaking the barrier: advocate the nutrition superiority of insect protein
- The rise of insect protein in local markets challenges brands to overcome taboos and foster adoption through innovative strategies
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APPENDIX
- Report definition
- Consumer research methodology
- Social data research methodology
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