Sector Trend Analysis – Pet food in China

Social-economic trends

China's consumer fundamentals are projected to strengthen over the medium term. Inflation remains low and relatively contained, easing from 1.0% in 2021 to 0.1% in 2025 before normalizing to 1.8% by 2030, suggesting a stable price environment supportive of real purchasing power. Consumer expenditure as a share of gross domestic product (GDP) rises gradually from 37.4% in 2021 to 38.7% in 2030, signaling a modest but sustained shift toward consumption-led growth. More importantly, per capita disposable income increases from US$7,684.8 in 2021 to US$11,461.4 by 2030, with growth accelerating to a 6.2% CAGR during 2025 to 2030. Meanwhile, middle-class households expand from 113.2 million to 130.6 million, reinforcing the expansion of the core consumer base. For China's pet food market, these trends point to rising affordability and premiumization potential. Higher disposable incomes and a growing middle class are likely to drive trading-up behavior, supporting demand for premium, functional, and imported pet food products. Combined with stable inflation, the improving income outlook strengthens long-term value growth prospects.

Chinese single-person households are expanding rapidly, rising from 126.3 million in 2021 to 159.1 million in 2025 (CAGR 5.9%) and projected to reach 200.0 million by 2030 (4.7% CAGR from 2025). Couples without children are also increasing, though at a more moderate pace. In contrast, households with children are in structural decline, with both couples with children and single-parent families trending downward. For China's pet food market, this demographic shift provides a strong foundation for sustained demand growth. Smaller households–particularly singles and childless couples–typically demonstrate stronger emotional attachment to pets, higher per-pet expenditure, and a greater propensity to purchase premium, functional, and convenience-oriented products. As child-centered households contract, discretionary spending may increasingly shift toward pets as sources of companionship. Strategically, pet food companies should prioritize single-serve packaging, health-oriented formulations, and digitally driven distribution models tailored to urban single consumers, who are expected to remain the primary engine of both volume and value growth through 2030.

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Category	2021	2022	2023	2024	2025	2026	2027	2028	2029	2030
Single person	126.3	134.5	142.6	150.8	159.1	167.5	175.8	184.0	192.1	200.0
Couple without children	123.4	127.7	131.8	135.7	139.6	143.3	146.9	150.4	153.6	156.6
Couple with children	165.3	163.8	162.0	160.1	158.3	156.4	154.5	152.6	150.7	148.7
Single-parent family	27.6	27.6	27.6	27.5	27.3	27.2	27.0	26.8	26.6	26.3

Source: Euromonitor International, 2026

Chinese consumers are increasingly balancing cost, quality, and convenience in their purchasing choices. While many remain price-conscious, value-seeking behaviors–such as shopping at discount stores, buying second-hand, or choosing private-label products–coexist with a continued preference for quality and trusted brands (Euromonitor International, 2024 and 2025). Urbanization and the rise of single-person households are boosting demand for convenient, premium products, smaller portions, and lifestyle-supporting services. Digitally active middle-aged consumers present opportunities for targeted e-commerce and marketing that emphasize health, convenience, and quality. Meanwhile, the growing lower-middle class prioritizes affordability without compromising standards, highlighting strong potential for mid-range offerings (Euromonitor International, 2024 and 2025).

In China's pet food market, these macro trends intersect with a distinctly young and female-led consumer structure: Post-90s and Gen Z consumers form the core purchasing force, driving innovation and marketing transformation, while Post-80s consumers underpin demand for premium products due to stronger purchasing power (MCR, 2025). Although tier-one and emerging tier-one cities remain the core markets, rapid growth in lower-tier cities signals clear market expansion potential. In purchasing decisions, ingredients and food safety are paramount: consumers closely examine meat content, sourcing transparency, and the absence of controversial additives, and quickly reject brands linked to safety issues (MCR, 2025). Palatability is essential for repeat purchases, with trial packs helping reduce risk, while price–though still relevant–has become secondary to overall quality and value, particularly among higher-income groups (MCR, 2025). Together, these dynamics support a dual strategy: premium, functional, and convenient offerings targeting urban and middle-class households, alongside affordable, high-value products tailored to expanding lower-tier markets, with e-commerce and delivery channels playing a pivotal role in market penetration.

Trade overview

Indo-Pacific dog and cat food imports (HS 230910) totalled US$3.75 billion in 2025, reflecting modest 1.4% CAGR growth since 2021 and stabilisation after peaking in 2022. Japan remains the largest importer (19.5% share) with flat growth, while China (12.7%) shows structural decline (−4.9% CAGR), suggesting rising domestic production or import substitution. Australia and South Korea demonstrate steady positive growth, supporting continued premium demand. The strongest momentum is in emerging Southeast Asia, particularly the Philippines and Taiwan, which recorded the fastest CAGRs, highlighting expanding pet ownership and trading-up trends. In contrast, Indonesia, New Zealand, and Hong Kong show mild contractions. Overall, the region presents a divergence pattern: stable but saturated developed markets, declining Chinese import reliance, and stronger growth prospects in selected Southeast Asian economies.

China's dog and cat food imports fell to US$474.8 million in 2025 (−4.9% CAGR 2021 to 2025), confirming a structural decline in overall import reliance, partly driven by intensifying competition from domestically manufactured pet food and the impact of the 2025 tariff adjustment plan introduced by the General Administration of Customs of China (GACC). Effective January 1, 2025, most favoured nation (MFN) tariff rates were raised on certain imported products, with the tentative MFN tariff on prepackaged pet food (HS 23091010, 23091090) increasing from 4% to 10% (United States Department of Agriculture (USDA), 2025), raising import costs and reducing price competitiveness. Despite the overall contraction, sourcing has become highly concentrated: the United States overwhelmingly dominates with US$325.0 million (68.4% share) and a strong 29.9% CAGR, reflecting sustained Chinese demand for premium and specialised United States formulations. In contrast, Canada recorded a dramatic decline (−60.3% CAGR), dropping from the largest supplier in 2021 to just 1.4% share in 2025. Thailand (11.3%) and New Zealand (10.0%) remain relevant secondary suppliers but are also trending downward. European exporters such as Italy, Austria, and Spain maintain small yet relatively stable or niche premium positions, while Germany and Australia have seen declines, underscoring the combined effects of tariff adjustments, domestic substitution, and shifting competitive dynamics.

China's dog and cat food imports remained highly concentrated in a few coastal entry hubs. Zhejiang emerged as the dominant import gateway, accounting for 49.4% of national imports in 2025, with relatively stable values over the period. Shanghai ranked second with a 23.8% share but recorded a notable contraction (−9.1% CAGR). Guangdong remained the third-largest entry point with an 8.7% share despite a slight decline, while Jiangsu posted the strongest growth among major regions (+7.0% CAGR), suggesting its increasing role in the pet food distribution network. Northern regions such as Shandong, Beijing, and Tianjin maintained modest shares but generally trended downward, while inland Chongqing experienced the steepest contraction (−41.2% CAGR), reflecting reduced reliance on inland import channels.

This coastal concentration aligns with the growing importance of e-commerce–particularly Cross-Border E-Commerce (CBEC)–as an entry channel for imported pet food. CBEC reduces regulatory barriers through simplified licensing, labeling, and lower taxes, while China's expanding CBEC infrastructure, including more than 165 pilot zones and over 2,500 overseas warehouses, strengthens logistics and distribution (USDA, 2025). In addition, imports through Bonded Supervision Areas and other Customs Special Supervision Areas–such as Free Trade Zones (FTZs), Export Processing Zones (EPZs), and Bonded Logistics Zones (BLZs)–allow goods to be stored or processed without immediate duty payment, further facilitating the flow of imported pet food into the domestic market.

According to the 2025 Pet Food Logistics Report released by digital freight platform Yunmanman (Sina, 2025), pet food shipments increased by 14% year-on-year in 2025, with volumes in Nanhe, Hebei surging 40% during the "Double 11" to "Double 12" e-commerce promotiontional period (November 1 to mid-December)–well above the annual average–highlighting the sector's strong alignment with online retail cycles and the growing normalization of advance stocking and concentrated dispatch by brands and distributors. On the shipping side, the top five cities by volume were Xingtai, Linyi, Tai'an, Shanghai, and Xuzhou, while leading districts and counties included Nanhe, Daiyue, Yinan, Caoxian, and Xinyi; notably, Xingtai and its Nanhe district ranked prominently, reflecting their established status as major pet food production hubs and the industry's continued clustering and scale advantages (Sina, 2025). Seasonally, May, September, and October recorded the highest shipment volumes, corresponding to routine restocking cycles and pre-holiday or promotional stockpiling. On the receiving end, demand was concentrated in core consumption markets–Shanghai, Qingdao, Zhengzhou, Jinan, and Guangzhou–primarily tier-one and tier-two or regional center cities. In contrast, overall consumption continues to expand geographically beyond coastal and densely populated areas into a broader range of markets (Sina, 2025).

In 2025, Canadian dog and cat food exports to the Indo-Pacific region continued their sharp decline, falling to US$121.5 million, representing a −20.2% CAGR from 2021. This contraction was driven largely by the collapse of the Chinese market. Following avian influenza outbreaks in Canada and the United States in late 2021 and early 2022, China imposed a ban on Canadian pet food products containing poultry (Government of Canada, 2022). As a result, Canadian exports to China dropped dramatically from US$182.0 million in 2021 to just US$7.2 million in 2025 (−55.4% CAGR), reducing China's share to 5.9% and representing the largest loss in the region. In contrast, other Indo-Pacific markets showed relative stability or moderate growth. South Korea remained the largest destination at US$26.9 million (22.1%), while Japan (US$26.0 million, 21.4%) and Taiwan (US$25.5 million, 21.0%) demonstrated resilient demand, likely reflecting established niche and premium market segments. Smaller markets such as Hong Kong (8.5%), New Zealand (7.2%), and the Philippines (5.1%) accounted for more limited shares with mixed growth trends, while Singapore, Thailand, and India remained marginal destinations.

In 2025, Canadian dog and cat food exports to China were highly concentrated in Quebec, which accounted for US$7.1 million (−1.6% CAGR), reflecting relative stability. In contrast, Ontario and Alberta fell sharply to US$0.2 million (−78.2% CAGR) and US$28.5 thousand (−87.1% CAGR), respectively. Other provinces, including Saskatchewan, Manitoba, and British Columbia, contributed negligible or no exports in 2025, highlighting a concentration of remaining trade in Quebec and the near-total withdrawal of other major supplying provinces.

Under the new 2026 protocol, Canadian pet food exported to China must meet strict animal, ingredient, production, and processing standards (GACC, 2026). Animal-derived ingredients must not come from ruminants (except dairy), aquatic mammals, illegally hunted animals, or animals that died from disease or were culled due to epidemics, and land animals must be slaughtered in approved facilities with veterinary inspection ensuring no transmissible diseases. Raw materials must comply with Canadian regulations, come from disease-free areas recognized by China, and exclude unapproved genetically modified plant components. Production facilities must be registered, legally operating, and HACCP-compliant, with oversight by Canadian authorities. Processing requires effective control of critical points, heat treatment of commercial sterile and extruded products to eliminate high-risk pathogens, and measures to prevent contamination from unapproved ingredients or foreign matter. Finished products must be freely saleable in Canada, fully traceable, free of prohibited substances, and meet both Chinese and Canadian safety and sanitary standards (GACC, 2026). This framework is expected to provide a secure, legally compliant pathway for Canadian pet food to regain a stronger presence in the Chinese market, potentially offsetting previous import declines.

Market overview

In 2025, the Asia Pacific pet food market was valued at US$20.0 billion, growing at a CAGR of 2.6% from 2021 and projected to accelerate to 6.4% CAGR through 2030. China remained the largest market at US$7.6 billion (2.0% CAGR 2021-2025), followed by Japan at US$4.5 billion (−0.9% CAGR). Stronger growth is evident in emerging markets, with Thailand and India expanding at 9.9% and 10.9% CAGR, respectively, while Taiwan, Hong Kong, and Malaysia show steady mid-single-digit growth. Smaller markets such as Indonesia and the Philippines are growing at 5.1% and 2.8% CAGR, but are expected to accelerate post-2025. Overall, the market outlook to 2030 indicates robust expansion in both established and emerging Asia Pacific markets, with Thailand, India, and the Philippines leading growth momentum.

Canadian pet food companies entering China can capitalize on rising disposable incomes, demographic shifts, and a growing "pet economy" by offering premium, science-backed, and traceable products that appeal to younger, ingredient-conscious consumers. Strengthened regulations and higher market-entry standards favor compliant international brands with proven safety and quality systems, while advanced production technologies and digital traceability tools support differentiation through functional, high-quality offerings. However, challenges include an uneven regulatory environment, import and quarantine delays, urban pet ownership restrictions, rising price sensitivity, intensifying domestic competition, rapid imitation of product concepts, and the need for localized digital marketing to build brand awareness and trust. Overall, success will require leveraging quality and transparency while navigating regulatory and market-specific constraints.

Pet population and ownership

Between 2021 and 2030, China's minor population (aged 0-17) is projected to decline steadily from 291.4 million to 231.9 million, reflecting a long-term demographic contraction. In contrast, the pet population shows relative stability, fluctuating slightly around 430 million before gradually increasing to 432.5 million by 2030. This divergence highlights a notable demographic shift: while the number of children is shrinking, pet ownership remains resilient and even shows slight growth, suggesting that pets may increasingly play a compensatory or lifestyle role in households, particularly as urbanization, smaller family sizes, and aging populations continue to reshape domestic consumption patterns.

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Category	2021	2022	2023	2024	2025	2026	2027	2028	2029	2030
Minor population (aged 0-17)	291.4	286.3	280.1	274.2	268.3	262.1	256.0	249.6	241.3	231.9
Pet population	440.6	434.7	431.4	430.0	429.4	430.4	431.1	431.7	432.1	432.5

Source: Euromonitor International, 2026

In China, the total pet population is projected to slightly decline from 440.6 million in 2021 to 429.4 million in 2025 (−0.6% CAGR), stabilizing around 432.5 million by 2030. While the overall dog population is decreasing, from 92.2 million in 2021 to 83.9 million in 2025 (−2.3% CAGR), small dogs remain the largest segment with a more moderate decline (−0.9% CAGR), whereas medium and large dogs see sharper reductions of −3.5% and −5.2% CAGR, respectively. In contrast, the cat population continues to grow, reaching 103.2 million in 2025 (1.7% CAGR) and 106.3 million by 2030 (2.0% CAGR), reflecting the rising preference for cats among urban households. Other pet categories, totaling 242.4 million in 2025 (−1.0% CAGR), show mixed trends: fish populations grow slightly (0.4% CAGR), birds decline significantly (−5.5% CAGR), and small mammals and reptiles remain relatively stable. Overall, these trends indicate a gradual shift toward cats and smaller, more manageable pets, while traditional dog ownership–particularly larger breeds–is in decline.

Pet ownership in China shows diverging trends for cats and dogs. The share of households owning cats is gradually increasing, from 14.8% in 2021 to 15.1% in 2025 (0.5% CAGR), with the absolute number of cat-owning households rising from 78.9 million to 86.5 million (2.3% CAGR). In contrast, dog ownership is declining both in penetration and numbers: the percentage of households with dogs falls from 16.7% to 14.2% (−4.0% CAGR), while the total number of dog-owning households drops from 89.3 million to 80.9 million (−2.4% CAGR). This indicates a clear shift toward cat ownership, reflecting changing lifestyles, urban living preferences, and a trend toward pets that are easier to manage in smaller households.

China's booming pet economy is primarily driven by post-1990s and post-2000s generations, who account for over two-thirds of pet owners and increasingly view pets as emotional companions or child substitutes amid delayed marriages, declining birth rates, urban loneliness, and economic pressures. Pet ownership among those born after 2000 surged sharply in 2024, underscoring a structural generational shift (Daxue Consulting, 2025). Pets are now deeply integrated into daily life and treated as family members, reflecting a highly emotionalized consumption pattern. At the same time, a rising interest in exotic pets–including snakes, parrots, pigeons, angelfish, and hamsters–signals growing demand for individuality and self-expression, amplified by social media trends and symbolic or aesthetic appeal (Daxue Consulting, 2025). Digital platforms and e-commerce marketplaces have further formalized and diversified pet adoption channels, making pet purchases more accessible and commercialized. Social media platforms such as Douyin and Xiaohongshu play a pivotal role in shaping preferences and accelerating viral breed trends, as seen in the surge in husky popularity (Daxue Consulting, 2025).

Market segmentation

Cat food

Retail sales of cat food in China are projected to grow from US$3.6 billion in 2021 to US$4.6 billion in 2025 (CAGR 5.8%), before reaching US$6.0 billion by 2030 at a steady 5.7% CAGR. Dry cat food dominates the market, rising from US$2.7 billion in 2021 to US$3.4 billion in 2025 and forecast to reach US$4.5 billion by 2030, with mid-priced dry cat food leading growth (5.9% CAGR 2021 to 2025; 5.8% CAGR 2025 to 2030) and premium dry cat food expanding fastest (7.2% CAGR 2021-2025; 6.3% CAGR 2025 to 2030). Wet cat food grows from US$762.5 million in 2021 to US$929.8 million in 2025, projected to reach US$1.2 billion by 2030, driven particularly by premium wet offerings (6.0% CAGR 2021-2025; 5.8% CAGR 2025 to 2030). Cat treats and mixers, while smaller in value, are set to increase steadily from US$213.0 million in 2021 to US$248.1 million in 2025 and US$309.9 million by 2030.

Cat food in China recorded solid retail growth in 2025, outperforming dog and other pet food, driven by a still-expanding cat population and continued premiumisation. While dry cat food will retain the largest value share and post the fastest growth, supported by demand for high-quality, health-focused formulations targeting issues such as obesity and digestive health, wet cat food is also benefiting from trading up, particularly in mid-priced and premium segments, as it is often positioned as a snack or treat. Premium products are expected to grow the fastest, led by competitively priced domestic brands emphasising high meat content and innovative protein sources, offering strong value versus imported alternatives. Although cat population growth is projected to moderate amid economic uncertainty, rising prepared food penetration, increasing ownership among younger and higher-tier city consumers, and growing preference for natural, organic, and functional claims will continue to underpin steady constant-value expansion over the forecast period (Euromonitor International, 2025).

Dog food

Retail sales of dog food in China declined from US$3.4 billion in 2021 to US$3.0 billion in 2025 (CAGR −2.8%), but are projected to recover modestly to US$3.3 billion by 2030 at a 1.7% CAGR. Dry dog food remains the dominant segment, decreasing from US$2.9 billion in 2021 to US$2.5 billion in 2025 (−3.1% CAGR) before edging up to US$2.7 billion by 2030 (1.4% CAGR). Within dry food, economy and mid-priced tiers saw notable contractions (−6.0% and −4.0% CAGR 2021 to 2025), while premium dry dog food proved more resilient (−1.3% CAGR) and is expected to rebound more strongly through 2030 (2.5% CAGR). Wet dog food is comparatively small but demonstrates healthier momentum, growing from US$112.1 million in 2021 to US$117.4 million in 2025 and forecast to reach US$145.5 million by 2030 (4.4% CAGR 2025 to 2030), led by premium wet products. Dog treats and mixers declined slightly to US$380.4 million in 2025 (−1.6% CAGR) but are expected to recover moderately by 2030 (2.5% CAGR).

Other pet food

Retail sales of other pet food in China declined slightly from US$13.9 million in 2021 to US$13.0 million in 2025 (CAGR −1.7%), reflecting the relatively small and mature nature of non-cat and non-dog segments, but are projected to stabilise and edge up to US$13.6 million by 2030 (0.9% CAGR). Fish food dominates this category, accounting for the vast majority of sales, decreasing from US$13.6 million in 2021 to US$12.7 million in 2025 before gradually recovering to US$13.3 million by 2030. In contrast, bird food represents a very small niche segment, declining from US$0.4 million in 2021 to US$0.3 million in 2025 (−6.9% CAGR) and remaining flat through 2030.

Other pet categories in China continue to face structural limitations, with pet birds steadily losing popularity to dogs and cats as consumers increasingly prioritise companionship and emotional bonding, compounded by tighter government regulation that restricted home breeding to only a limited number of parrot species by the end of 2024. Small mammal and reptile food remains a niche segment due to strict oversight and the widespread use of unpackaged feed. In contrast, fish remain by far the most numerous pets in China in 2025, ensuring that fish food accounts for the majority of other pet food sales; notably, the fish population is also projected to grow, supporting category expansion. This is underpinned by China's long-standing tradition of goldfish keeping–particularly in Guangdong and Fujian–where fish are culturally associated with good fortune, as well as rising interest in small ornamental fish among young consumers drawn to their affordability and suitability for compact living and office spaces. However, the category remains price-sensitive, with many owners prioritising quantity over premium quality, limiting opportunities for significant value-driven premiumization (Euromonitor International, 2025).

Company shares

In 2024, Mars Inc dominated China's cat food market with retail sales of US$552.1 million, accounting for a 12.8% market share and achieving a strong 21.4% CAGR from 2020 to 2024. The nearest competitor, Gambol Pet Group Co Ltd, held 7.1% of the market with US$308.0 million in sales, while Nestlé SA captured 3.7% with steady growth (13.0% CAGR). High-growth challengers such as NetEase Inc (31.6% CAGR) and JIA Petcare Group expanded rapidly, reflecting the rise of digitally driven domestic brands. Other players, including Yantai China Pet Foods Co Ltd, Rongxi Pet Food Co Ltd, Agrolimen SA, Shanghai Enova Pet Products Co Ltd, and H&H Group, maintained smaller but growing shares. Overall, despite Mars' leadership, the market remains fragmented, with the "Others" segment accounting for a substantial 61.3% share in 2024, signalling continued opportunities for niche, premium, and emerging domestic brands.

In 2024, Mars Inc led China's dog food market with retail sales of US$260.5 million, accounting for an 8.6% share and posting a modest 4.4% CAGR growth from 2020 to 2024. Gambol Pet Group Co Ltd followed with US$148.5 million (4.9% share), showing relatively flat growth (0.9% CAGR), while Yantai China Pet Foods Co Ltd recorded stronger momentum (13.4% CAGR) to reach US$108.1 million (3.6% share). Shanghai Enova Pet Products Co Ltd and Nestlé SA held smaller shares of 2.9% and 2.5%, respectively, with moderate growth. In contrast, Huaxing Pet Food Co Ltd, Shanghai Bridge Petcare Co Ltd and Navarch Pet's Material Co Ltd experienced notable declines. Overall, the market is highly fragmented, with the "Others" segment accounting for 69.4% of retail sales in 2024, indicating intense competition and significant room for niche and premium players despite overall category maturity.

In 2024, Porpoise Aquarium Co Ltd led the China's other pet food market with retail sales of US$2.7 million, accounting for a 20.9% share and posting a modest 0.9% CAGR growth from 2020 to 2024. Fwusow Industry Co Ltd followed with US$2.2 million (17.1% share, flat growth), while Hai Feng Feeds Co Ltd held 14.7% despite a slight decline (−2.5% CAGR). Kamihata Fish Ind Ltd showed steady growth (3.2% CAGR) to capture 13.2% of the market, whereas Sera GmbH maintained a stable 5.4% share. Spectrum Brands Holdings Inc experienced contraction (−9.6% CAGR), reflecting competitive pressures. Overall, the market remains moderately fragmented, with the "Others" segment accounting for 27.1% of sales in 2024.

Brand shares

Chinese pet food brands are gaining significant ground as brand loyalty becomes increasingly fluid. By 2024, nearly half of dog and cat owners reported no strong brand preference, while about one-third now exclusively choose domestic brands–surpassing those loyal to foreign products (Daxue Consulting, 2026). This shift reflects the rapid improvement of domestic brands in product quality and pricing competitiveness, driven by accumulated contract manufacturing experience, proprietary R&D, and economies of scale. The trend is further supported by a strong manufacturing base in North China, which accounts for around 70% of the country's pet food and cat litter production (China Daily , 2025). Government policies promoting R&D, quality standards, and feed supervision further strengthen domestic players, driving the rise of locally produced, affordable, and increasingly premium pet food (Daxue Consulting, 2026). For Canadian exporters, this trend signals the need to differentiate through high-quality, specialty, or premium ingredients–such as plant-based proteins, novel meats, or functional additives–and to focus on value-added products that can complement domestic brands rather than compete solely on price.

China's cat food brand landscape in 2024 reflects strong premiumisation and the rapid rise of domestic challengers, although the market remains highly fragmented (68.8% under "Others"). Royal Canin (owned by Mars Inc) leads with US$311.0 million in sales (7.2% share, 17.5% CAGR 2020 to 2024), closely followed by MyFoodie from Gambol Pet Group Co Ltd at US$308.0 million (7.1% share, 20.3% CAGR). High-growth domestic and digital-native brands are gaining ground, including Yanxuan by NetEase Inc (31.6% CAGR) and Legendsandy from JIA Petcare Group. International premium brands such as Orijen (also under Mars), Pro Plan by Nestlé SA, Instinct by Agrolimen SA, and Solid Gold by H&H Group continue to expand.

China's dog food brand market in 2024 is highly fragmented, with the "Others" segment accounting for 75.3% of retail sales, reflecting intense competition and limited brand concentration. MyFoodie by Gambol Pet Group Co Ltd leads with US$148.5 million (4.9% share) but recorded modest growth (0.9% CAGR 2020-2024). Royal Canin under Mars Inc follows at US$124.7 million (4.1% share, 2.4% CAGR), while Wanpy from Yantai China Pet Foods Co Ltd shows stronger momentum (13.4% CAGR) to reach US$108.1 million (3.6% share). Pure & Natural by Shanghai Enova Pet Products Co Ltd also expanded steadily (9.6% CAGR). In contrast, legacy mass brands such as Pedigree (Mars) and Bridge by Shanghai Bridge Petcare Co Ltd experienced declines, alongside Lilang from Huaxing Pet Food Co Ltd. Premium-oriented brands, including Pro Plan by Nestlé SA and Acana (Mars), maintain niche but stable shares.

China's other pet food market remains small and relatively mature, with limited growth and moderate brand concentration compared to cat and dog food. Fwusow by Fwusow Industry Co Ltd leads in 2024 with US$2.2 million in sales (17.1% share) but posted flat growth (0.0% CAGR 2020 to 2024). Hai Feng from Hai Feng Feeds Co Ltd follows at US$1.9 million (14.7% share), reflecting a slight decline (−2.5% CAGR). Hikari by Kamihata Fish Ind Ltd shows modest positive momentum (3.2% CAGR) to reach US$1.7 million (13.2% share). At the same time, OK and Porpoise, both under Porpoise Aquarium Co Ltd, hold 11.6% and 9.3% shares respectively, with largely stable sales. The "Others" segment accounts for 27.1% of the market, indicating some fragmentation.

Distribution channels

China's pet food distribution landscape continues to shift decisively toward online channels, with total retail sales reaching US$7.6 billion in 2025 (2.0% CAGR 2021 to 2025). Retail channels account for the majority at US$6.9 billion, but growth is modest (1.9% CAGR) and masks sharp channel divergence. Retail e-commerce is the clear engine of expansion, rising from US$4.3 billion in 2021 to US$5.1 billion in 2025 (4.7% CAGR), now representing roughly two-thirds of retail sales. In contrast, offline retail declined (−4.8% CAGR), falling to US$1.7 billion. Within grocery, hypermarkets (−11.0% CAGR) and supermarkets (−10.4%) saw steep contractions, while warehouse clubs stand out as a high-growth pocket (21.6% CAGR). Non-grocery retailers also shrank overall (−5.4% CAGR), driven primarily by declining pet shops and superstores (−6.3%), although general merchandise stores posted solid gains (12.2% CAGR). Non-retail channels, led entirely by veterinary clinics, recovered after earlier declines to reach US$739.4 million in 2025 (2.5% CAGR), suggesting steady demand for therapeutic and specialist products. Overall, the data underscore China's structurally digital pet food market, with e-commerce consolidation offsetting widespread pressure on traditional brick-and-mortar formats.

Retail e-commerce remained the dominant distribution channel for pet food in China across all categories in 2025, supported by year-round promotions, competitive pricing, and extensive logistics coverage–even in smaller cities. The seasonality of online sales is easing, as stockpiling during major shopping festivals like 618 and Double-Eleven declines due to more frequent discount campaigns. Tmall continues to lead the cat food segment thanks to consumer trust, while Douyin is the fastest-growing platform due to live-streaming and steep discounts. For dog food, e-commerce maintains its lead, though veterinary clinics are gaining share as more pet owners seek professional guidance, further weakening offline retailers such as supermarkets and pet shops. In other pet food, while e-commerce offers broad access and low prices for price-sensitive consumers, pet shops and superstores remain vital–particularly for niche categories like bird and fish food–offering tailored advice and discovery-driven in-store experiences. Looking ahead, platforms like JD, RedNote, and Tmall will serve as key battlegrounds for small and mid-sized players aiming to reach increasingly discerning and well-informed consumers (Euromonitor International, 2025). More broadly, China's e-commerce landscape is highly diverse and competitive: established platforms such as JD.com and Tmall focus on branded, high-quality goods targeting middle-class and affluent shoppers, while social-commerce players like Douyin and Pinduoduo integrate entertainment, interaction, and group buying to attract younger and more price-sensitive consumers (USDA, 2025). Success in this environment increasingly depends on product authenticity, digital engagement, and continuous innovation. For more information on e-commerce in China, see Agriculture and Agri-Food Canada's Sector Trend Analysis – E-commerce Trends in China.

Despite rapid e-commerce growth, offline channels remain essential in China's pet food distribution system due to their experiential and professional value. Pet hospitals serve as the most authoritative channel, where veterinarians' recommendations strongly influence purchases of prescription and high-end functional diets, making them critical for building brand credibility. Pet specialty stores function as service-oriented retail hubs that combine product sales with grooming, boarding, and in-person consultation, allowing staff recommendations and product displays to shape consumer decisions; the expansion of pet store chains is also improving offline distribution efficiency. Supermarkets and hypermarkets mainly support mass-market penetration by offering convenient access to mainstream products for a broader consumer base. Increasingly, China's market is shifting toward an online-merge-offline (OMO) model, where consumers discover products online but purchase in stores, or receive veterinary recommendations offline and order through e-commerce platforms, requiring brands to integrate membership systems, inventory, and marketing across channels (MCR, 2025).

Ingredient analysis

China's pet food ingredient landscape is increasingly shaped by health-conscious and premium-focused consumer preferences. Ingredients such as vitamins, dietary fibre, whey protein, goat milk powder, and functional additives are gaining prominence, especially in age-specific formulations for puppies and senior dogs, including Traditional Chinese Medicine (TCM)-based ingredients for digestive or joint health. Dog treats and mixers are also evolving from meat jerky to nutrient-rich, freeze-dried snacks. For cat food, consumers are increasingly demanding high proportions of fresh, high-quality meats with traceable origins, including chicken and turkey, as well as hypoallergenic options. Across both dog and cat food, functional ingredients–supporting digestive, joint, heart, and hair health–are expected to see rapid adoption, reflected in dietary supplements, probiotics, and respiratory-enhancing additives (Euromonitor International, 2025). Overall, this trend signals a growing market opportunity for high-quality plant-based and functional ingredients, as well as premium meat and nutrient-dense formulations, benefiting suppliers who can cater to health-driven, age-specific, and humanised pet diets.

China's pet food quality and cost are driven by raw materials. Grains (corn, wheat, rice) and alternatives like potatoes or peas fuel energy needs, while protein–fresh or frozen meats and meat meals–determines product grade, with high fresh-meat content marking premium brands. Prices are volatile due to commodity markets, livestock cycles, disease, and trade policies. Functional additives (vitamins, minerals, taurine, probiotics) reflect R&D strength. Key challenges include limited high-quality meat supply, import dependence, inconsistent raw material standards, and rising costs, stressing quality control and cost management.

China's pet food ingredient market shows several clear trends. Flours, led by wheat flour, remain the dominant carbohydrate source, with steady growth from 108,169 tonnes in 2024 to 131,920 tonnes by 2029 (+4.0% CAGR). Proteins are expanding, particularly plant-based proteins such as soy protein concentrate, gluten, and pea protein, supporting higher-protein and specialized diets; total protein use is projected to reach 13,139 tonnes by 2029 (+2.7% CAGR). Fats and oils, mainly animal fat, grow modestly (+1.3% CAGR), while vitamins and minerals increase steadily but slowly, reflecting a maturing nutritional supplement segment. Among commodities, meat and fish are gaining traction, aligning with premium and functional pet food trends, whereas vegetable-based ingredients remain relatively flat. Overall, the market shows a shift toward high-protein, premium, and specialized formulations, with plant-based ingredients increasingly important.

Canada's plant-based ingredient exporters–particularly those supplying soy, pea protein, gluten, and wheat-based materials–are well-positioned to capture growing demand in the health-and sustainability-driven pet food sector. Ongoing research and industry engagement by Pulse Canada emphasize pulses' dual benefits of high nutritional value and low environmental footprint, which align with pet owner preferences for clean, functional, and sustainable ingredients (Pulse Canada, 2025). Globally, pet food accounts for roughly 83 % of total pea protein use in 2023 (The Western Producer, 2024), with demand driven by non-allergen, non-GMO, and high-protein formulations that support digestive, weight, and overall health. Canadian peas and derivatives are already integral to livestock feed in major markets and feature increasingly in premium pet food formulations in North America, Europe, and China, providing a strong foundation for expanded export (The Western Producer, 2026). New production capacity, such as Louis Dreyfus Company's pea protein isolate facility in Saskatchewan, further strengthens Canada's ability to offer traceable, high-quality pea protein isolates, pea fiber, and pea starch (LDC, 2026). As Asia and other regions seek cleaner, plant-based, and functional ingredients, Canadian suppliers of soy, gluten, pea protein, and wheat flour are well placed to support premium and health-focused pet food product development, enhancing export opportunities and helping global formulators reduce carbon footprint while meeting evolving nutritional expectations.

Case study: Champion Petfoods' success in China

A notable example of successful foreign entry into China's premium pet food market is the Canadian company Champion Petfoods, whose flagship brands ORIJEN and ACANA have gained strong recognition among Chinese pet owners in recent years (China Newsweek, 2025). Their market traction reflects broader ingredient trends in China's premium pet food segment, where grain-free formulations and high fresh-meat inclusion have become mainstream; by 2023, grain-free pet food had reached more than 30% market penetration (FoodInc, 2025). Champion positions its products around a "biologically appropriate nutrition" philosophy that prioritizes high animal-protein diets aligned with the carnivorous physiology of cats and dogs. This concept is reflected in ingredient sourcing and formulation transparency, emphasizing clearly identified animal proteins and traceable raw materials. For example, ORIJEN's "Wild Series," launched in China in 2025, features visible whole cold water shrimp and fresh-cut chicken as core ingredients and quickly gained market traction–ranking first on Tmall Global during its launch period and topping both the freeze-dried pet food new-product ranking and the cat staple food new-product ranking, while also receiving JD.com's 2025 "Consumer Trusted Brand Award" (FoodInc, 2025).

ACANA has also introduced formulations tailored to Chinese pet health concerns while maintaining premium ingredient positioning. Its well-known "Duck and Pear" dog food combines free-run duck as a single animal protein source with fresh fruits and vegetables such as Bartlett pears, targeting digestive sensitivity and hypoallergenic diets (smzdm.com, 2025). Newer products further incorporate functional ingredients such as North American cranberries, pumpkin, and herbs to support urinary health, digestion, and weight management, including freeze-dried "dual-mix" formulations designed for indoor urban cats (ChongYeJia, 2025). ACANA follows a "biologically appropriate" nutrition philosophy and plans further upgrades by 2026. Its key advantages include globally sourced premium ingredients, vertically integrated self-owned kitchens, and a nutrition team supported by leading veterinary and nutrition experts (Shipin Neican, 2025). Champion sources ingredients from carefully selected farms and fisheries worldwide, prioritizing seasonality, sustainability, and human-grade quality. Extensive cold-chain infrastructure enables year-round processing of fresh ingredients and supports freeze-drying while reducing preservatives. Combined with extrusion and freeze-drying technologies, this system helps preserve natural nutrients and minimize artificial additives, creating a difficult-to-replicate supply chain built on global sourcing, proprietary manufacturing, and long-term R&D (Shipin Neican, 2025).

In China, Champion is also expanding beyond online sales by strengthening its offline retail presence in premium pet stores, veterinary clinics, and specialized pet retail chains in major cities (Shipin Neican, 2025). This strategy aims to enhance consumer engagement through in-store displays, professional guidance, and experiential marketing–channels that are particularly important for communicating the value of high-end products. The company has also established a "global resources + local insights" innovation model, where Chinese teams develop products tailored to local pet health needs while leveraging global research capabilities (Shipin Neican, 2025). At the same time, Champion actively promotes consumer education and industry development by sharing knowledge on pet nutrition and biologically appropriate feeding practices. Beyond product formulation, Champion has also participated in broader industry initiatives to promote a pet-friendly ecosystem in China. Through collaboration with local governments, industry associations, and community organizations–such as participation in Shanghai's pet-friendly city initiatives and adoption programs–the company integrates product innovation, consumer education, and social responsibility into its market strategy (China Newsweek, 2025).

For other Canadian pet food exporters, this case illustrates several key success factors for competing in China's increasingly premium and competitive pet food market. Canadian firms can leverage the country's reputation for high-quality, safe, and traceable ingredients–including seafood, berries, pulses, and other specialty crops–to build strong ingredient narratives that resonate with Chinese consumers who increasingly scrutinize product formulations and sourcing transparency. At the same time, successful market entry often requires a focused differentiation strategy, targeting specific niches such as functional nutrition (for example, digestive health or oral care), breed-specific diets, or premium formulations built around distinctive Canadian ingredients rather than competing broadly with established brands. Early market penetration should prioritize product credibility and reputation-building through quality and transparency, supported by content-driven communication that educates consumers about nutrition science, ingredient sourcing, and pet wellbeing. In China's highly digital market, this also means engaging consumers through social media communities and professional channels, such as veterinarians and specialty pet retailers. More broadly, integrating brand strategy with ecosystem engagement–such as pet-friendly urban initiatives and consumer education–can strengthen brand credibility and long-term positioning. Ultimately, sustained investment in supply chains, research capacity, localized product development, and differentiated product concepts, rather than short-term marketing campaigns, is likely to become the defining competitive advantage for Canadian pet food brands in China's increasingly mature and quality-driven market.

Product launch analysis

Between 2021 and 2025, China's pet food new product launches more than doubled, rising from 263 to 630 Stock Keeping Units (SKUs), with 2025 marking a sharp acceleration after a temporary slowdown in 2024. Growth has been led primarily by cat-related categories: cat food dry, cat food wet, and cat snacks and treats, all recorded strong expansion, reflecting the continued rise of urban cat ownership. Dog snacks and treats also rebounded significantly in 2025, highlighting sustained demand for functional and reward-based products. In contrast, dry dog food showed more moderate growth, suggesting maturity relative to the faster-evolving cat segment. Launch activity is heavily concentrated in new variety/range extensions and new products, indicating rapid portfolio expansion and SKU diversification rather than incremental reformulation.

Claim trends confirm the premiumisation and functionalisation of the market. "No additives/preservatives" remains the leading claim across all years, reinforcing clean-label positioning, while digestive health, low-allergen, and skin and coat benefits have grown strongly, with digestion-related claims nearly tripling over the period. Price segmentation shows clear mass-premium polarisation: the US$ 0.34 to 5.33 range saw the most dramatic expansion by 2025, reflecting affordable trial packs and snack formats, while mid-range products (US$ 5 to 15) remain stable and ultra-premium tiers fluctuate. Chicken continues to dominate flavour profiles, followed by duck and beef, supporting the mainstream animal-protein focus despite innovation in alternative proteins. Texture innovation is expanding, particularly in crunchy and smooth formats, aligning with freeze-dried and functional treat trends. Ingredient preparation claims–especially powdered, frozen, and fresh–have surged, underscoring technology-led differentiation such as freeze-drying and freshness preservation. Among leading players, companies such as Gambol Pet Group and Paisen Food significantly increased launch activity by 2025, signalling intensified domestic competition and accelerating innovation momentum in China's evolving pet food landscape.

Chinese pet owners are increasingly health-driven, value-conscious, and ingredient-aware in their purchasing decisions. A significant share prioritises immune-boosting formulas to prevent common diseases, reflecting a desire to reduce long-term veterinary costs in a challenging economic environment (Mintel, 2024 & 2025). Clean-label and "all natural" positioning strongly influence repurchase decisions, as consumers reject artificial additives and ultra-processed products in favour of simpler, minimally processed options. Stage-based feeding is becoming mainstream, with many owners adjusting diets according to pets' life stages, while over half have purchased supplements such as vitamins or probiotics to enhance overall wellbeing. Weight management is also a priority, particularly through staple foods that promote satiety. At the same time, protein preferences are diversifying beyond traditional meat sources to include fish and novel proteins, while functional benefits–digestive health, immune support, and even mental wellness for urban cats–are increasingly expected as standard rather than premium features (Mintel,2025).

In response, China's pet food market is shifting toward functional, segmented, and technology-driven innovation. Patent activity highlights a strong focus on improving nutrient bioavailability, digestive health and cost efficiency through advanced processing methods such as extrusion optimisation, air-drying, and low-temperature baking (Mintel,2024). Companies are exploring high-protein alternatives, including plant-based formulations, alongside high-fibre recipes targeting weight control. Sustainability is also becoming embedded in product development, with growing use of slaughterhouse by-products and agricultural waste to reduce costs and improve resource efficiency (Mintel,2024).. These innovations aim to reconcile two structural pressures in the market: rising consumer demand for premium, health-oriented nutrition and increasing price sensitivity. As a result, the industry is moving toward a model that combines affordability, personalised nutrition, clean labels, and circular-economy principles, redefining competitive advantage in China's evolving pet food sector.

Product examples

China's recent pet food launches reveal a premiumisation trend anchored in freeze-drying technology, raw bone and meat positioning, and functional health claims. Multiple products highlight ultra-low-temperature vacuum freeze-drying and detailed manufacturing protocols–such as dozens of production steps, extensive quality inspections, irradiation sterilisation, and compliance with standards including HACCP, ISO, FEDIAF, and AAFCO–to signal safety and scientific credibility. Domestic brands such as Love Around increasingly leverage "Canadian professional formula" positioning while promoting high animal-protein content (often above 60%), raw bone-and-meat ingredients, and nutrient-dense additives such as lactoferrin, goat milk, probiotics, or plasma proteins to target immunity, digestion, and growth-stage nutrition. Imported brands remain influential in reinforcing premium cues: Canada-manufactured products such as Acana highlight wild-caught Canadian fish, grain-free formulations, and regionally sourced ingredients, while United States brands like Purina emphasise veterinary-endorsed functional benefits such as oral health.

At the same time, functional segmentation and ingredient innovation are expanding. New launches incorporate marine oils, algae, plant extracts, and prebiotics for coat care, digestive health, and immune support, while sustainability-oriented innovations–such as insect protein derived from black soldier fly larvae, upcycled feed inputs, and degradable packaging–are emerging. Products also stress traceability, antibiotic-free sourcing, and QR-code verification, reflecting rising consumer demand for transparency. Price dispersion remains significant, with small trial packs and online-first SKUs lowering the entry barrier to premium experimentation. Overall, China's pet food innovation landscape shows a convergence of high-protein biologically appropriate diets, advanced processing technologies, functional health optimisation, and ingredient traceability, signalling a market where brands increasingly compete through scientific formulation, ingredient provenance, and lifecycle-specific nutrition rather than price alone.

Chinese pet food market remains receptive to Canada's premium positioning, particularly when linked to natural sourcing, marine ingredients, and high-quality protein systems. However, domestic brands are increasingly adopting similar narratives–including "Canadian formula" claims–meaning Canadian exporters must differentiate through verifiable ingredient provenance, advanced processing technologies, and functional nutrition backed by science. Highlighting uniquely Canadian ingredients (for example, cold-water seafood, pulses, cranberries, or flaxseed) and emphasizing traceability, sustainability, and regulatory credibility can strengthen brand trust. Partnerships with cross-border e-commerce platforms and clear storytelling around Canadian sourcing may further help Canadian firms capture opportunities in China's rapidly evolving premium pet food segment.

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Resources

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• China Newsweek, 2025: Government, businesses, and society work together to build a pet-friendly ecosystem; Champion's premium brand Acana protects pet health with natural nutrition.
• China Newsweek, 2025: Champion Pet Food Makes its CIIE Debut: 40 Years of Accumulated Strength, Boosting the Future of China's Pet Industry
• ChongYeJia, 2025: Acana launches its "Double Protection Cat Food" globally in China, accelerating the giant's China strategy.
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Sector Trend Analysis – Pet food in China
Global Analysis Report

Prepared by: Zhi Duo Wang, Market Analyst

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