Thailand’s pet market shifts toward wellness, longevity, and sustainability

Thailand’s pet market is undergoing a significant shift, with growing interest in wellness, longevity, and sustainability among pet owners. According to recent research from Mintel, these evolving preferences are influencing the demand for pet food products and driving innovation in the industry. As more Thai pet owners focus on their pets’ mental wellbeing, lifespan, and eco-friendly options, brands are adapting to meet these changing needs in the pet food market.

Changing pet demographics and a focus on emotional wellbeing

Cats, known for their independent nature and adaptability in small spaces, are becoming increasingly popular pets among Thais. According to new research from Mintel, the proportion of dog owners in Thailand has declined from 68% to 62% over the past two years, while cat ownership has remained steady, rising slightly from 60% to 61%.

The shift signals new opportunities for pet food brands, particularly as cat owners are focusing more on their pets’ mental wellbeing, 68% compared to 61% of dog owners. For instance, in APAC, cat food launches with brain and nervous system health claims have grown collectively from 8% to 11% since 2021. However, such product launches remain limited in Thailand, particularly in the treats and wet food categories. Mintel sees this gap as a key area for innovation, especially in products that promote relaxation, calmness, and mood balance.

“As the bond between pets and their owners deepens—guard animals to emotional companions—owners are increasingly investing in products that reflect this emotional connection,” said Phurisa Phagudom, Food and Drink Analyst, Thailand, at Mintel. “Cat owners, in particular, are becoming more aware of the link between gut health and mental wellbeing and are willing to spend on functional ingredients that support this.”

Pet owners actively seek longevity-promoting options

Aside from mental wellbeing, Thai pet owners place more emphasis on their pets’ longevity. As pets age alongside their human companions, care priorities also shift. 

Gen Z owners (aged 28 and under) are more likely to have young pets, while Gen X owners (aged 45-79) tend to have senior pets. Meanwhile, millennials (aged 29-44) own a mix of adult and senior animals. Dogs make up the majority of Thailand’s aging pet population (78% senior dogs vs. 60% senior cats), but both stand to benefit from longevity-focused care.

Mintel research reveals that pet owners often begin thinking about longevity as early as when their pets are one to three years old. Over time, the focus moves toward specific health concerns, especially related to joints, eyes, hips, and oral care.

“There’s a strong opportunity for brands to support healthy ageing from early adulthood,” said Phagudom. “Positioning products to promote a longer, high-quality life can resonate deeply with Thai consumers.”

A holistic approach to pet wellness

Mintel’s Global Consumer Report (September 2024) shows that Thai pet owners are also very devoted, as over half (58%) of them spend at least three to four hours each week caring for their animal companions.

“There are many possibilities for brands to offer more to Thai pet owners, who are increasingly seeking food that supports the holistic growth and development of their pets,” said Phagudom. “While packaged dry food remains the most preferred format, there’s potential for innovation in toppers and functional add-ons that promote overall wellbeing.”

Sustainability is also gaining traction. Mintel research shows that one in three Thai pet owners actively feed their pets a more eco-friendly diet.

“As pet owners become more mindful of their own ethical food and drink choices, these values are beginning to shape how they shop for their pets,” she added. “Plant-based alternatives, in particular, can be positioned as part of a complete and nutritious diet. Access to environmentally responsible options is set to become a key value driver in the Thai pet food market,” she added.