ไทย
The global pet market is continuously expanding due to the “Pet Humanization” trend, where pets are treated like family members. This has resulted in pet food, pet treats, health care products, and lifestyle accessories becoming a high-potential market for Thai businesses, offering increased export opportunities.
The Department of International Trade Promotion (DITP) assesses that opportunities for Thai products are not limited to traditional markets but are expanding in several regions, including Taiwan, the United States, China, and Austria. A common condition for these markets is that businesses must develop high-quality, standardized, traceable products that better address pet health needs, especially in the premium market, specialty foods, and products designed according to the behavior of pets and their owners.
Sunantha Highlights the Taipei Pet Show as a Platform to Open up the Thai Pet Market.
Ms. Sunanta Kangwalkulkit, Director-General of the Department of International Trade Promotion, Ministry of Commerce, revealed that she has instructed commercial attachés worldwide to accelerate the expansion of markets for Thai products and services, in accordance with the policy of Deputy Prime Minister and Minister of Commerce, Ms. Supajee Suthamphan. She recently received a report from Ms. Pornpan Pirompanich, Director of the Thai Trade Office in Manila (Section 2), regarding the participation of 20 Thai entrepreneurs in the Thai Pavilion at the Taipei Pet Show 2026 in Taipei, held from July 3-6, 2026.
The participation in the event was a successful outcome, achieving its goals. It attracted significant interest from importers and distributors from Taiwan. Thirty Taiwanese companies registered for business negotiations with the 20 Thai companies, resulting in a total of 128 business pairings. The results of these business negotiations are currently being followed up.
The products showcased by Thai entrepreneurs covered a wide range of categories, from dry and wet food to pet treats, freeze-dried food, supplements, skincare and health products, pet beverages, oral care products, cat litter, cleaning products, clothing, and pet accessories. Many brands used human-grade and natural ingredients, free from artificial colors and preservatives, and developed unique formulas such as high-protein and allergy-reducing formulas.
Thai Pavilion Uses Pet IP Addresses to Create Check-in Points.
Beyond the products themselves, the Thai Pavilion also featured a unique exhibition area themed after popular pet IPs: Cat Company and Rudolph The Awesome. The booths were designed in a cute and vibrant style, making them a popular photo spot at the event. Activities included product trials and games with prizes, aiming to increase brand awareness of Thai products in the Taiwanese market.
This year’s Taipei Pet Show 2026 was the largest ever held, featuring a record-breaking 480 exhibitors across 2,100 booths and over 2,200 pet product brands from both domestic and international sources. Dog and cat food was a major highlight, encompassing a wide range of products from kibble and treats to ready-to-eat meals, freeze-dried food, probiotic products, and even pet ice cream.
Ms. Sunanta stated that Thai entrepreneurs wishing to export pet products need to pay more attention to the characteristics and behavior of pets and their owners in order to develop suitable products. For example, the eye gel for cats originated from observing the problem of dry, cracked skin around cats’ eyes, leading to the development of a product that helps moisturize, reduce cracking, and relieve itching, subsequently gaining popularity.
Taiwan has over 3.2 million Pet Dogs and Cats, while Thailand is the Number one Importer of Pet Food.
The Taiwanese market is one that Thai businesses should not overlook, especially for cat products, which have a high growth rate and significant market potential. This is because Taiwanese consumers have high purchasing power and place great importance on their pets. According to a report from Taiwan’s Ministry of Agriculture, the number of dogs and cats kept as pets in Taiwanese households has surpassed 3.2 million. Meanwhile, Taiwan’s pet product and service market is valued at over NT$80 billion, with pet food accounting for the largest share, approximately 53% of the total market value.
Since 2018, Thailand has consistently surpassed the United States to become Taiwan’s number one source of pet food imports. Over the past 10 years, the value of pet food imports from Thailand into the Taiwanese market has grown by 172%, from 38.3 US million in 2016 to 104.3 US million in 2025, representing a 34.8% market share of all pet food imports worldwide.
The US, a large market worth $158 billion, remains a major driving force behind pet humanization.
Another important market is the United States. Ms. Sunanta revealed that she received a report from Ms. Piyachat Pimchantuk, Director of the Thai Trade Center in Chicago, regarding a survey of the pet food and pet treat market in the US, which found that the pet industry continues to grow strongly, even though the number of pet owners remains stable. Data from the American Pet Products Association (APPA)’s “2026 State of the Industry” report indicates that the total market value in 2025 is $158 billion, growing 3.7% from the previous year.
The market structure reveals that pet food and treats remain the dominant segment, accounting for the largest share at 43.2% of the total market value, or approximately US68.3billion,a3%increase.ThisisfollowedbyveterinaryservicesandrelatedproductsatUS41 billion, equipment, live animals, and OTC medications at US34.4billion,andotherservicessuchaspetcareandboardingatUS14.3 billion. APPA projects the market value to reach US165billionin2026andcontinuetoexpandtoUS197.9 billion by 2030, driven primarily by consumer behavior that values pets as family members.
U.S. pet owners spend an average of $773 per year on pet ownership.
The data also indicates that 71% of households in the United States, or approximately 94 million households, have pets, and there are over 187 million adults living in households with pets. Dogs and cats remain the most popular pets. When broken down by consumer group, Millennials or Gen Y (ages 30-45) constitute the primary customer base, while Gen X (ages 46-61) shows the highest growth, increasing from 25% to 28% of all pet owners. Gen Z (ages 14-29) is experiencing gradual growth, and Baby Boomers (ages 62-80) are declining in proportion.
In terms of spending, although pet owners are becoming more cautious, average spending remains at $773 per year, a 2.9% increase. Gen Z and Millennials indicate that the economic situation hasn’t negatively impacted pet ownership, and they continue to prioritize essential goods and services such as pet food and healthcare, as well as value-for-money products.
Ms. Sunanta stated that the pet food and pet treat market in the United States remains stable and has high potential, with “Pet Humanization” being a key driving force. Thai entrepreneurs should develop products and services that meet basic needs, offering variety in form, flavor, and function, while adjusting pricing and value-for-money strategies. Furthermore, they must study and comply with the requirements of the US Food and Drug Administration (US FDA) to increase their chances of entering the US market.
China has over 140 million pets, with a market value exceeding 811 billion yuan.
Regarding the Chinese market, Ms. Sunanta revealed that she received a report from Mr. Niti Pathumwong, Director of the Thai Trade Center in Nanning, on the results of a survey of the pet market and pet-related businesses in China, which shows a high growth trend due to the increasing popularity of pet ownership. By 2025, China will have more than 140 million pets, including dogs and cats, with the pet industry valued at over 811.4 billion yuan. The pet food market will account for the largest share at 52.2%, followed by veterinary services at 28.5%, daily necessities at 12.5%, and services at 6.8%.
China’s pet industry, though late in its start, has experienced rapid growth, evolving from initial contract manufacturing to the creation of its own brands and innovations. Four key trends emerge: pet food becoming branded, pet products moving towards smart technology, the development of industrial clusters, and local brands rapidly expanding into international markets.
Ms. Sunanta stated that the Chinese pet market is high-value and rapidly growing, but it also faces challenges such as some products being in the mid-to-low end, a lack of investment in core technology, reliance on imports, a shortage of specialized personnel, a lack of product differentiation, and some consumers needing to check ingredients, test reports, and compare prices before purchasing. “Given this trend, Chinese consumers prefer brands with clear standards, certifications, and traceability systems, focusing on mid-to-high-end products. This presents an opportunity for foreign brands in the Chinese market. Thai entrepreneurs wishing to export pet products to China should prioritize quality according to Chinese pet industry standards, as well as utilizing innovative technology to develop products that meet Chinese market demands. This will ensure sustainable competitiveness,” Ms. Sunantha stated.
Austrian brand Fur Babies is booming, targeting premium and specialty foods.
Another potential market is Austria. The DITP received a report from Ms. Chulalak Khemthong, Director of the Thai Trade Center in Vienna, regarding the “Fur Babies” trend, where people, especially Millennials, treat pets like family members or children, providing close care including healthy food, grooming, and medical treatment. Pet food is currently a rapidly expanding product category, increasingly dominating the shelves of Austrian retailers. This is primarily driven by demographic structural changes: younger generations in large cities are marrying and starting families later, resulting in a decreased desire for children but an increased demand for pets.
There are approximately 2 million cats, 800,000 dogs, and over 750,000 other pets across Austria. More than 40% of Austrian households own at least one pet. The “Pet Humanization” trend is making pet owners willing to pay for high-quality products for their pets. This has resulted in the pet product market, including premium and therapeutic foods designed to address specific health problems in pets, growing at approximately 3.4% annually. The pet food market in Austria is expected to reach over €631 million, or approximately 24 billion baht, by 2028.
Thailand should start with niche, private label, online sales.
Austria primarily imports pet food from Germany, with the value of dog and cat food imports from Germany alone exceeding US$307 million in 2024. Dominant brands include Mars Petcare (under the Pedigree, Royal Canin, and Whiskas brands), Nestlé Purina (under the Felix and Gourmet brands), as well as local brands and private labels such as products from Fressnapf and Austria Pet Food GmbH. Ms. Sunanta stated that the Austrian market continues to grow due to the digital age, online shopping, and increased attention to pet health. Pet owners are prioritizing food with natural ingredients, free of preservatives, and containing nutrients that boost immunity. This growth is not limited to dogs and cats but extends to smaller pets such as rabbits and birds.
“The pet food market in Austria continues to show growth potential. Thai businesses that already export to European markets and can strictly adhere to EU standards may consider expanding into the Austrian market for high-quality and premium pet food. They could target niche product lines such as health foods, specialty foods, and premium formulas to reduce competition from major mass-market brands. Starting with private label manufacturing for retailers or selling through niche online platforms like Zooplus.at will help Thai products enter the market more quickly and reduce the risk of market testing,” said Ms. Sunanta.
Thai pet products need to upgrade from contract manufacturing to quality brands.
An overview of the Taiwanese, US, Chinese, and Austrian markets reflects that pet products are no longer a small niche market, but a growing industry driven by new social structures such as single-person households, urbanization, later marriages, and consumers viewing pets as family members.
Opportunities for Thai entrepreneurs lie in leveraging their strengths in production quality, pet food standards, natural ingredients, and the ability to develop unique formulas to meet the demands of an increasingly complex market. This includes health-focused formulas, high-protein formulas, allergy-reducing formulas, premium foods, specialized foods, and lifestyle products for pets. However, competition in the global market is not measured solely by price, but also by standards, safety, innovation, traceability, and an understanding of pet behavior and owners in each market.
The next challenge for Thai products, therefore, is not just to increase export figures, but to elevate themselves from quality producers to brands that are recognized by international consumers. This can be achieved by utilizing trade shows like the Taipei Pet Show, penetrating premium markets in Europe, complying with US FDA regulations in the United States, and establishing traceability standards in China as tools to pave the way for sustainable market expansion for Thai pet products.
Read more at: prachachat.net/economic/news-