Unleashing Possibilities for Premium Pet Food in China

Published on: January 21, 2025

Pet ownership in China is exploding. We’re talking 220 million pets, making it the second-largest pet market on the planet, worth a staggering US$29 billion as of 2024. Ownership rates have nearly doubled in just 4 years, climbing from 13% in 2019 to 22% in 2023. It’s like someone hit turbo on the pet craze, and premium pet food is riding shotgun.

Who’s driving this boom? Young women under 30 in China’s tier 1 and 2 cities, treating their fur babies like royalty. International brands dominate, snapping up 70% of the market, with premium food leading the charge. And British brands? They’ve been benched, sidelined for 2 decades by the shadow of mad cow disease. For years, the UK couldn’t get on China’s approved exporters list, forced to watch from afar as the market ballooned into a multi-billion-dollar beast.

But finally, the tide’s turning.

In January 2025, the UK-China Economic and Financial Dialogue is set to clear the way for British pet food exports to China. And the potential? Massive. Pet food penetration in China is sitting at just 20%, compared to Europe and North America’s cushy 90%. That’s a gaping hole begging to be filled.

So, here’s the big question: how can premium pet food brands swoop in and become the go-to choice for China’s quality-obsessed pet parents?

Overview:

Why China’s Premium Pet Food Market Is Exploding in 2025

China’s rapid rise in the pet food game is jaw-dropping, especially when you realise only 20% of households even have pets.

What’s driving this surge? Let’s break it down.

Pets Are the New Kids, and Millennials Are Running the Show

In China, pets have officially clawed their way into the family tree, snug between the kids (if there are any). This “pet humanisation” trend is reshaping how people treat their furry companions. Gone are the days of throwing them scraps. Now it’s all about pampering. Curated diets? Check. Luxe care? Check. Xiaohongshu (aka REDnote) accounts? Absolutely.

And who’s leading the charge? Millennials.

These savvy, urban pet parents are turning their “fur babies” into status symbols, demanding pet food labels that could double as artisanal menus: organic everything, bespoke nutrition plans, and flavours fancy enough to make you consider a taste. Their obsession with quality is setting the tone for the entire market, and they’re not budging.

The Nutrition Arms Race

Chinese urbanites don’t just want healthy pet food, they demand products with the kind of scientific backing that wouldn’t look out of place in a medical journal.

Whether it’s low-phosphorus kibble for kidney care or joint-boosting snacks for senior pups, it’s not about shiny coats anymore. It’s about keeping Spot in prime condition for the long haul.

And thanks to an avalanche of research linking diet to health, pet owners are skipping the marketing fluff. They’re hunting for hard evidence, and they’re more than happy to pay a premium for it.

Cats Are the Reigning Royals

The numbers say it all: 71.5 million cats in 2024. That’s more felines in China than people in the UK. Dogs aren’t slacking either, with a respectable 52.6 million.

Cats are clearly winning the popularity contest, and it’s not hard to see why.

Young urbanites with long work hours and tiny apartments? Cats are their perfect companions. Low-maintenance and independent, they fit the lifestyle to a T. Even fish are making a surprise comeback, carving out a niche as the stress-free pets of choice for wellness enthusiasts.

How Premium Pet Food Brands Can Enter and Succeed in China

For premium pet food brands, the Chinese market is a tantalising prize. But cracking it is going to take more than wishful thinking. It’ll need sharp strategies and a solid game plan.

Here’s how to make the leap:

1. Own the Digital Playground

If you’re not in the digital game, you’re not in the game at all. Period. Post-Covid, online platforms are the go-to for pet owners. 74.5% of pet food, 73.1% of snacks, and 64.2% of pet nutrition products are bought online in China. But don’t write off offline channels just yet. Pet stores and vet clinics still matter, especially for pet supplements.

So, what’s the move?

Master social media, dominate e-commerce platforms, and buddy up with pet-loving influencers (known locally as KOLs). They’ll hype your brand, make it relatable, and create the buzz you need to stand out in this hyper-connected market.

2. Sell the Story, Not Just the Food

Your strongest selling points are your backstory. Quality, safety, and sustainability are music to Chinese consumers’ ears. Lean into your backstory: lush green pastures, ethical farming, impeccable standards. Paint the picture. A brand with a soul wins in a market that’s overrun with cookie-cutter claims.

3. Cater to Local Tastes

Chinese pet owners are picky. You’ll need to tailor your products to match local preferences.

Imported, natural, and customised options are king. Think breed-specific formulas, age-specific nutrition, or products targeting health conditions like joint support or weight management. If their pet’s food screams “premium,” you’re in.

4. Flaunt Your Credentials

In China, proof is mandatory. That means showing off your quality, safety, and nutritional certifications at every turn. This isn’t bragging. It’s reassurance. Make it crystal clear that your food is a cut above the rest.

Chinese consumers want the best, and they want receipts.

5. Build Strategic Partnerships

Team up with the locals. Collaborate with veterinarians, influencers, and other insiders who get what Chinese pet parents want. These partnerships make your brand look like it knows the lay of the land, not like it’s just parachuting in.

At WPIC, we’ve spent 18+ years helping global brands master the complexities of Asia’s most dynamic markets. Whether you need a market entry strategy, e-commerce dominance, or digital marketing campaigns, we’ve got you covered.

Get in touch, and let’s make sure your brand leads the pack in this booming market.

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