The bond between pets and their owners in China is growing stronger than ever. We’ll let the numbers tell the story:

• China’s pet market is thriving, valued at $83 billion in 2023 and forecasted to almost double to $161 billion by 2028;
• Young women aged 18–30, especially those in first-tier cities, are driving this surge in pet-related spending;
• The pet industry proved remarkably resilient during the pandemic. After COVID-19, nearly 80% of Chinese pet owners either maintained or increased their spending, showing how central pets have become to their lives;
• With marriage rates at their lowest in decades (6.83 million married couples in 2022) and 42% of college students choosing to stay single, many young people are turning to pets for companionship, challenging strict societal norms.

Before diving into the opportunities China’s booming pet market offers to global brands, it’s important to understand the societal transformations behind this trend. In recent years, pets have gone from companions to cultural icons, reflecting deep changes in how people live and connect.

Pets are becoming a vital source of emotional support for China’s growing senior population. At the same time, younger generations are moving away from traditional paths like marriage, encouraging the rise of the “singles economy” and the “solo lifestyle” (个人生活). Prioritizing self-care, career ambitions, and personal interests, many young people are embracing pets as loyal companions.

At the heart of this change is, of course, the rising influence of Gen Z: as their incomes grow, so does their willingness to spend on luxury—not just for themselves but for their pets as well. High-end pet products and services are rapidly gaining traction, fueled by this generation’s tendency to integrate their pets into every aspect of their lifestyle, from premium diets to designer accessories. For global brands, this presents an unparalleled opportunity to tap into a new wave of luxury spending.

The evolving concept of love also plays a part in this cultural shift. Recent Valentine’s Day trends show that, for many young Chinese, pets aren’t just animals—they’re family. Social media is awash with profiles dedicated to “fur kids” (毛小孩) who are celebrated as stars in their own right, often attracting followers and likes that would make their human counterparts green with envy.

Pet ownership in China has thus become more than a trend—it’s a lifestyle deeply rooted in changing values, especially among the younger generation. Growing more and more informed about sustainability and health-conscious living, Gen Zers are starting to demand premium pet products that enhance both the physical health and emotional well-being of their beloved four-legged friends.

Luxury giants are already capitalizing on this wave of “premiumization” sweeping through the pet industry. Gucci, for instance, has embraced this movement with its Pet Collection, offering everything from chic pet apparel to accessories and homeware that seamlessly combine style, comfort, and sustainability. PetMrWu, a pet clothing brand, underscores the importance of prioritizing animal comfort in product design. Founded by a designer dissatisfied with uncomfortable mass-market products, the brand offers custom pieces using natural, antimicrobial fabrics tailored to animals’ unique movements and needs.

But this phenomenon extends far beyond fashion. Shanghai-based Dingchong specializes in creating luxurious, pet-friendly home spaces tailored to affluent singles, young couples, and families. This redefinition of pet care underscores an exciting evolution in consumer behaviour, one that luxury houses can no longer afford to overlook.

Healthy pets, happy owners

The broader trend of premiumization has fueled the rapid growth of the niche market for organic and premium pet food in China. Post-COVID, health-conscious Chinese consumers have extended their values to their pets, seeking eco-friendly, cruelty-free options and willingly investing more to ensure their companions’ well-being.

With consumers increasingly scrutinizing ingredients and demanding transparency, the pet food market is evolving into a space where quality and trust are paramount.

Tapping into the pet-café craze

As pet adoption continues to rise across China, more owners are seeking pet-friendly spaces where their four-legged companions can feel just as welcome. Leading the way in the “pet-friendly café movement”, in 2018 Starbucks introduced “Puppuccinos” — dog-friendly whipped cream treats — at some of its locations, while Hey Tea launched its first dog café in Shenzhen, blending lifestyle experiences for humans and their pets.

The rise of pet-friendly activities is another highlight of this trend. From April to June 2024, Shanghai Times Square hosted a pet carnival featuring dog yoga, a pet fashion show and even an art exhibition where paintings were placed at ground level for pets to enjoy.

Why brands should bet on pet influencers

Adorable, entertaining, and impossible to resist—pet influencers are the new stars of social media. According to Douyin, cat and dog content has surpassed 300 billion views, with many pet influencers boasting over 10 million followers.

Whether it’s live streams featuring cats and dogs or entertaining grooming videos, these furry icons are reshaping the marketing landscape. For brands, leveraging these pet stars or featuring animals in campaigns can be a smart way to boost engagement and build a more relatable, approachable image.

A new era of pet care is reshaping the way Chinese consumers think about their pets’ needs. Catering to the high standards of modern pet parents, who become every day more invested in their furry friends’ health, welfare, and rights, is a golden opportunity to win their lifelong loyalty and carve out a place in this flourishing market.