"It's not a baby mom, it's a dog mom" - the pet economy becomes the next mother and baby market
May 21, 2025 19:00 Shanghai
NoahWise Insight
Cross-Border Insights Global Overview|Pet SuppliesCategory
Source: NoahWise Insight-Cross-Border Insights Global Overview-Pet Products CategorySales Revenue in April 2025
2025 Apr.
"It's not a baby mom, it's a dog mom."
pet economyBecome the next mother and baby market
"There are no stray cats in Seoul. The cats and dogs are all in strollers."
There are dogs sitting in strollers on the streets of South Korea. A kindergarten in Japan holds an entrance ceremony for its only student in recent years. There are also cat and dog cafes everywhere in Shanghai. North America
Keeping a dog is standard
, Türkiye is even more famous
Stray Cat Country
. In recent years, two major social phenomena -
The continued decline in fertility rates goes hand in hand with the rise of the pet economy
According to predictions by relevant organizations, the global pet market is about to reach a volume of 100 billion U.S. dollars. Pet products may replace maternal and infant products and become a more powerful market.
The “money-attracting” track.
The characteristics of the pet economy also vary between different countries and regions.
Very different
. Thai people like to raise cats, and it is more common to raise dogs in the United States and Europe. The British are even more meticulous about raising dogs and taking care of their teeth. When choosing to layout pet cross-border e-commerce, you must first understand the real needs of different markets and seize
A period of growth for the pet economy.
01
Cats "have the upper hand"
The apartment system that scares dog lovers away
According to April
Thailand pet food
sales data,
cat food
Sales Revenue stands out, accounting for approximately
62%
, far more than dog food and other pet foods.
On the surface, it seems that Thai people are particularly fond of cats or have little interest in dogs, but this is not the case. The main reason is that the local
Extremely strict housing management system
——Most apartments in Thailand prohibit keeping large pets, which is a big problem for those who like dogs.
Unable to afford a villa or single-family home
For many people, it has become an almost insurmountable obstacle.
cat
Less living space required and quieter
, able to "get the upper hand" in urban apartments.
Source: NoahWise Insight-Cross-Border Insights
Popular cat food brands in Thailand
Let a hundred flowers bloom
, currently does not have a brand
Occupying a large market share and becoming the dominant player
phenomenon, which gives Chinese cross-border merchants more opportunities.
Source: NoahWise Insight-Cross-Border Insights
number one
WHISKAS
Brand in
Southeast Asia and Hong Kong
It has always been very popular because:
Rich product range
: From kittens, adult cats to senior cats, WHISKAS launches cat food combinations for different ages and needs to meet the diverse needs of users. Wet food, dry food, and snacks are available in multiple lines, allowing cat owners to flexibly choose according to their owners' tastes and nutritional needs. Many cat owners report that their cats are highly receptive to its taste and are not prone to being "picky eaters" or losing appetite.
Positioning close to the people, outstanding value for money
: Compared with high-end pet food, the pricing is more user-friendly and suitable for the budget of most cat-raising families. The company continues to launch promotional activities, preferential packaging, and a relatively stable price system to ensure long-term market competitiveness.
Vigorous marketing and brand image building
: The brand invests heavily in advertising and social media marketing to continue to strengthen its image as a "cat nutrition expert". Cooperate with pet charity activities or cat science popularization platforms to enhance brand favorability and social influence.
02
Dog owners paradise
United StatesBusiness opportunities for dog supplies are endless
What is completely different from the current situation of pet raising in Thailand is North America. According to April
United StatesAmazon
According to the Sales Revenue data of the Pet Products Category, Dog Products Sales Revenue is the best, accounting for approximately
64%
. Large pets owned in the United States
social space and natural space
Both are larger and better meet the needs of dog owners.
Source: NoahWise Insight-Cross-Border Insights
social space
natural space
The United States has a high degree of suburbanization, with most households owning
separate courtyard
Or movable outdoor space provides enough space for dogs’ life, training and activities. At the same time, people
Dog companionship needs
Bigger too.
Pet-friendly restaurants, parks and neighborhoods are everywhere, and dogs are welcome
urban public space
Very popular,
social space given
bigger, plus
Mature legal policy
, many areas in the United States have complete dog registration, vaccination and other mechanisms, and at the same time encourage animal rescue and adoption, creating a mature pet service and supervision system.
United States
vast territory
, residential areas are relatively widely spaced, whether owned by humans or animals
natural space
are larger, and many homes or farms allow large dogs to live in a relatively open environment. From hot deserts to cold mountainous areas, the rich and diverse geographical environment also enables dogs to adapt to and accompany families in various scenarios.
Source: NoahWise Insight-Cross-Border Insights
For cross-border merchants, they must pay more attention to the following when selecting products after knowing that raising dogs has almost become a necessity for people in the United States:
Diverse categories
The mature dog-raising environment has made the dog products segment in the United States extremely diverse. In addition to dogs' food, clothing, housing and transportation, there are many needs that have been discovered, such as
Dog training, training and behavior aids, gates, fences and ramps, travel supplies
, in these
niche demand
superior
Be specialized and refined
Often greater profits can be obtained.
Health products cannot be ignored
For many dog owners, dogs have become a very important member of the family, and they pay special attention to the health of dogs. The sales revenue of health products on the Amazon platform in the United States accounts for about 17%, which is equivalent to the sales revenue of food. In the food category, including
sensitive and grain free
The proportion of product Category has reached
26%
, which shows how much people in the United States attach great importance to pet health.
Source: NoahWise Insight-Cross-Border Insights
03
retro equestrian
There is also a new blue ocean for high-end pets in the European market
Similar to the pet-raising situation in the United States, the UK, Germany and France in Europe also account for 60% of dog products, followed by cat products accounting for nearly 60% of the total.
30%
,right
dog health
It also pays special attention to spending almost as much on dog food and health products.
Source: NoahWise Insight-Cross-Border Insights
The British take good care of their dogs’ teeth. According to the top sales list of health products among pet products and dog products on the UK Amazon platform,
Dental care accounts for 27.89%, supplements and vitamins account for 23.42%, and joint care accounts for 14.62%.
The British’s exquisite dog breeding has given cross-border merchants the opportunity to explore more demand in the health products subdivision Category of dog products.
Source: NoahWise Insight-Cross-Border Insights
In addition to the common cats, dogs, fish and birds, there are also pairs of birds in the United States and the three European countries of England, Germany and France.
horse supplies
and
Amphibian and reptile supplies
needs.
In Europe, although horses are not as popular as cats and dogs, they still occupy a very important position. Different from ordinary domestic pets, there are historical and cultural factors behind European horse breeding, as well as
Social needs.
In traditional equestrian countries such as Britain, France, and Germany, the nobility and upper class society have historically highly respected equestrian activities, forming a deep-rooted
equestrian culture
. Europe has
Rich equestrian events, horse racing activities and equestrian clubs
, the equestrian competitions and carnivals held every year attract a large number of spectators and participants. Equestrian has become a kind of sport in many European countries
National sports or viewing activities with high awareness and participation
. Raising horses in modern Europe not only satisfies traditional feelings, but is also a
High-end social and leisure
Way. Some people view horses as "companion animals," no longer limited to agricultural or transportation uses.
European horse owners generally have a negative attitude towards their horses
breed, pedigree, health
Very concerned about the situation and often willing to invest
Lots of resources
Ensure the healthy growth of horses.
In equestrian circles and horse breeding circles,
High-end and professional
The need is becoming increasingly evident.
The current demand for horse supplies mainly includes:
Feed and nutritional products, stables and basic equipment, nursing and medical care, equestrian equipment and clothing, etc.
. As equestrian sports and the horse breeding population continue to grow, a series of subcategories surrounding horse nutrition, medical care, equipment and peripheral experiences are ushering in new trends.
room for growth
. For cross-border e-commerce or related brands that want to enter this market, it is important to accurately grasp the expectations of European consumers.
"Professional, quality and safety"
The core appeal is whether it can successfully cut into and
Deeply explore this unique pet (horse) market
key.
The "Age of Discovery" of the Pet Economy
The boundaries of the “it economy” are far from peaked
Empty-nest youth need “it”
......
when more
"Empty Nest Youth"
and
young family
Turning our attention to pets, the global pet economy
"The Age of Discovery"
Maybe it's just the beginning. use
More professional and refined services and products
To meet the pet-raising needs of different regions, we will reap unexpected rewards in the huge pet market in the future.
About NWi
Since 2023, NWi (NoahWise Insight) has expanded into overseas data services. We now cover major global e-commerce platforms including Amazon, Lazada, Shopee, and TikTok, tracking full-category market sales performance across nearly 30 country sites in Europe, the Americas, and Southeast Asia. We help brands deeply understand domestic and overseas market differences, identify growth opportunities in each market, and plan global expansion.
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