This Report explores the evolving pet grooming landscape in Thailand, with a focus on safety, sustainability and humanisation. It segments Thai pet owners into distinct groups based on their attitudes and preferences about pets and care activities, highlighting the growing importance of high-quality and eco-friendly products.
The Report also addresses the increasing emphasis on pets’ mental wellbeing, and demand for grooming products that support both physical and emotional health. Additionally, it examines how digital trends and social media influence pet owners’ grooming choices, and fuel a growing shift toward products that enhance pets’ appearance while catering to urban pet owners’ convenience-driven lifestyles.
This report looks at the following areas:
- Trends in pet ownership
- Adoption of pet grooming products
- Pet concerns among owners
- Desirable premium features in grooming products
- Purchasing habits and behaviours related to pet grooming products
Holistic wellbeing for pets and owners alike is key to effectively marketing pet grooming and homecare solutions.
Dollaya Buaoui, Research Analyst – Beauty and Personal Care, Thailand
Market Definitions
For the purposes of this Report, Mintel has used the following definitions:
This report focused on pet owners and overviews the following categories of pet care and household care products:
- Grooming/shampooing/hygiene equipment
- Household cleaning products
Throughout this report, the term ‘regular’ household care product is used to describe products not marketed at pet owners, while the terms ‘pet-focused’ and ‘pet-friendly’ are used interchangeably to denote household care products targeted at pet owners and specifically designed to be used around pets.
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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- The outlook for pet grooming in Thailand
- Urban living boosts growth in the pet grooming industry
- Pawsitive moves for pet wellness innovation
- Graph 1: concerns owners have about their pets, by segment, 2024
- Protect a clean living environment for urban pet families
- Graph 2: concerns owners have about their pets, by segment, 2024
- Capture social pets groomed to impress
- Graph 3: agreement with statements about selecting and purchasing of pet products, by segment, 2024
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KEY TRENDS AND MARKET FACTORS
- What you need to know
- Growth of the pet care market
- Cat ownership is on the rise, driven by the growth of urban living
- Graph 4: pet ownership, 2021-25
- Growing demand for wellness-focused pet grooming and household products
- Graph 5: purchase of pet products, 2021-25
- Thailand emerges as a key leader in APAC’s pet grooming industry
- Graph 6: launches in pet grooming products, by market, 2015-25
- Pets make it challenging to keep the house clean
- Many Thai brands are making strides into the growing pet grooming and homecare market
- Evolution of modern pet lifestyles
- Growing demand for pet-friendly urban condos among Thai pet owners
- Private & public sectors address growing focus on pet welfare
- Thai pet owners prioritise protecting their furry friends during disasters
- Examples of NPD catering to the urban pet owners’ convenience and versatility demands
- Social petfluencers are making an impact
- Social media is shaping Thailand’s future pet society
- New opportunities for brands to harness the influence of petfluencers as role models
- Case study: JOOM promotes its own shampoo brand with delightful vibes
- Fashion brands allow pet owners to express their style through their pets
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- Overview of Thai pet owner segments
- Support pets’ holistic wellbeing
- The increased humanisation of pets calls for a more-holistic care approach
- Support pets’ physical and mental wellbeing to ensure they enjoy the best quality of life
- Graph 7: concerns owners have about their pets, by segment, 2024
- Pet allergies are a growing concern, influenced by owners’ experiences with sensitive skin
- Graph 8: concerns owners have about their pets’ allergies, by segment, 2024
- Introduce pet products designed for allergy-prone and sensitive skin
- Bring humanised clean beauty features into the pet grooming category
- Graph 9: features consumers are willing to pay more for in pet grooming products, by segment, 2024
- Guarantee product quality with certified evidence and expert verification
- Non-harmful ingredient claims are gaining momentum, supporting pet safety
- Graph 10: top safety-related claims in pet grooming products, 2020-25
- Join the ‘alcohol-free’ trend
- Take inspiration from the human sulfate-free beauty trend and apply it to pet care innovation
- Pawsitive Pet Owners expand their mental health focus to include their pets
- Introduce soothing scents to promote pets’ emotional wellbeing
- Bring neurocosmetics into play
- Example concept of a pet grooming product designed to promote holistic pet wellbeing
- Foster clean living for urban pet families
- A clean home means a happy, healthy life for owners and pets
- Empower Home-attentive Pet Owners to effortlessly maintain a clean home
- Offer pet home and hygiene products with innovative designs tailored for indoor pet training
- Highlight convenient features designed for effortless urban living
- Odour is a key indicator of a clean living space
- Graph 11: concerns owners have about their pets, by segment, 2024
- Prioritise innovations that remove pet odours and create a fresh, clean atmosphere
- Case study: Febreze highlights its refreshing capabilities in the home
- Eco-consciousness leads the way in premium pet care products for Home-attentive Pet Owners
- Graph 12: interest in ‘eco-friendly’ features in a premium pet grooming products, by segment, 2024
- Eco-friendly claims take the lead in homecare
- Graph 13: ethical and environmental claims in homecare products, 2020-25
- Provide eco-friendly choices to be safe for pets, people, and planet
- The rise of sustainable cat litter
- Socialisation leads to better grooming for pets
- Digital trends drive the sharing of pet lifestyles on social media
- Social interaction inspires pet owners to prioritise their pet’s appearance
- Present pet grooming products designed to enhance pets’ natural beauty
- Build on the familiarity of skincare actives from human beauty and personal care to enhance pet grooming features
- Professional pet grooming services for easier care and a cleaner pet
- Graph 14: agreement with statements about pets, by segment, 2024
- Convenient grooming solutions for busy pet owners
- Bring professional-quality grooming home with affordable, easy-to-use solutions
- Catering to the active lifestyles of outdoor pets
- Graph 15: agreement with statements about pets, by segment, 2024
- Introduce pet grooming products designed for adventurous outdoor lifestyles
- Petfluencers lead the way in engaging web-savvy pet owners
- Graph 16: agreement with statements about selecting and purchasing of pet products, by segment, 2024
- Draw inspiration from leading pet food brands’ marketing strategies
- Collaborate with the online pet-owner community to drive consumer engagement
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APPENDIX
- Report definition
- Consumer research methodology
- Social data research methodology
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