ไทย
The Pet Humanization trend is fueling the continued growth of the Thai pet market, defying economic and purchasing power challenges. Owners are willing to compromise on quality pet food, pushing the total market to over 92 billion baht. Thailand ranks among the top three pet food production bases globally. Pawtry Thailand sees opportunities for Thai businesses to build brands for the global market, and points to Pet Longevity services, pet hotels, and pet healthcare technology as the next wave of growth for the industry. Mr. Prem Butsri, founder of Pawtry Thailand, a comprehensive pet business entrepreneurship and consulting institute, stated that the pet market continues to grow, defying the economic downturn. This growth is driven by the “Pet Humanization” trend, which encourages owners to care for their pets as family members and prioritize their health and quality of life.
The pet market is growing against the economic trend.
According to company data, the pet food market has been growing continuously for more than 5 years, expanding at an average rate of 8.4-12.4% per year. This has resulted in the Thai pet market being valued at approximately 92 billion baht, divided into approximately 60 billion baht for the pet food market and approximately 30 billion baht for the pet hotel and services market. Thailand is also one of the top three largest pet food producers in the world and the second largest exporter globally, with exports growing by 29% from the previous year.
We can go without, but dogs and cats can’t.
Mr. Prem revealed that the Pet Humanization trend has given rise to the concept of “We can go without, but our dogs and cats cannot,” resulting in consumers still being willing to pay for quality food and services, even though pet food prices are expected to increase by 5-10% between February and May 2026 due to higher costs of raw materials, energy, transportation, and packaging. Cat food and general pet food prices have increased by 7-10%, while premium and imported foods have risen by 3-5%. However, the market continues to grow because pet food is a repeat purchase product that generates high levels of customer loyalty and long-term patronage.
OEM barriers and cost crisis.
The growth of the pet market over the past 3-5 years has attracted more than 1,400 new entrepreneurs to the business, representing over 38% of the current pet food manufacturers. However, rapid expansion has led many OEM (Original Equipment Manufacturer) factories to reach full capacity, making it difficult for new businesses to access these factories, as most prioritize existing customers. Therefore, Pawtry stepped in as an intermediary connecting entrepreneurs with manufacturing plants, and developed entrepreneurship training programs with the goal of propelling Thai pet food brands into the global market. This was achieved by laying the foundation from branding and accounting to taxation, business structure, accessing modern trade channels, and acquiring international distributors.
Building Thai brands
Ms. Patcharanan Tattiyakul, founder of Pawtry Thailand, stated that the company’s origins stemmed from entering the pet food industry, recognizing the market’s potential and growth. It then expanded to develop a comprehensive entrepreneurship training course for pet hotels and services, after observing a large number of interested individuals lacking the necessary knowledge. Many entrepreneurs have the capital, time, and love for pets, but don’t know where to start. They lack understanding of animal behavior, space design, material selection, cost management, and business systems. Pawtry has therefore developed a comprehensive curriculum covering project feasibility analysis, budget planning, construction, material selection, space design, human resource management, back-end systems, customer service, and ultimately, actual operation.
Love alone is not enough.
Ms. Patcharanan stated that Pawtry aims to elevate the standards of the pet service business, especially pet hotels, to become a “second home” that addresses the safety, health, and quality of life of pets, rather than just being a boarding facility. Therefore, the course covers topics ranging from designing spaces according to animal behavior, hygiene and safety standards, establishing SOPs, and emergency response plans to help reduce business risks. The view is that many entrepreneurs fail because they do business solely out of passion, lacking cost-benefit analysis, setting unclear investment budgets, engaging in price wars, or choosing materials that prioritize aesthetics over functionality. Pet hotels have the potential to recoup their investment within 1-2 years, depending on location and service quality. Meanwhile, the pet services market is entering a new growth wave driven by the Pet Humanization trend, particularly services such as Pet Longevity, Hydrotherapy, Pet Fitness, Daycare, and Pet Taxi, which have the potential to generate additional revenue in the future.
AI and Big Data Health Collar
Looking ahead to the industry, technology will play an increasingly important role in improving pet care. Today, AI-powered point-of-sale (POS) systems can help businesses collect more detailed information about each pet, including their behavior, preferences, food allergies, and health data. This improves service quality and builds customer loyalty. Mr. Prem revealed that, meanwhile, Pawtry is developing a smart collar that can measure pet health data in real-time, including heart rate, temperature, behavior, and GPS location, to help owners closely monitor their pets’ health. The product is planned for launch by the end of this year. Over the next 2-3 years, Pawtry aims to expand from establishing standards for the pet business to leveraging technology and supporting Thai entrepreneurs in entering the global market. This includes developing a platform to verify the standards of service providers within the pet ecosystem, thereby building confidence in safety and service quality. Mr. Prem concluded by saying that Pawtry Thailand positions itself as a driver of the pet ecosystem, rather than just a player in the market. It aims to elevate business standards, foster new entrepreneurs, and leverage Thailand’s strengths as a world-class pet food production base to sustainably compete in the international market.
Read more at: https://www.prachachat.net/business/news-2015435