China's Evolving Pet Dog Market

China's pet industry has experienced a remarkable transformation in recent years, with the dog market becoming a major growth driver. As social attitudes evolve and urbanization progresses, the country has seen a significant change in how people perceive dogs.

Myths vs. Facts

The Chinese dog market is often misunderstood in Western countries. Here are some common myths debunked with the corresponding facts.

China Does Not Care About Animal Welfare

Fact: There is a growing number of animal welfare organizations, adoption programs, and pet protection laws in cities like Beijing and Shanghai. In general, awareness of pet rights and responsible ownership has been rising (although still lagging behind Western countries).

The Dog Meat Industry is Thriving

Fact: Most Chinese people, particularly in urban areas, view dogs as pets rather than food. The Chinese government has removed dogs from the official livestock list, indicating a change in attitude. Now, only a small portion of the country continues to consume dog meat.

China is a Small Player in the Global Pet Market

Fact: China’s pet industry is booming. There’s a rising demand for premium pet food, grooming services, and even pet-friendly cafés. The pet ownership culture is growing rapidly, especially among young urban dwellers.

Market Outlook

China's pet industry has grown significantly over the past decade, with the dog market playing an important role. In 2023, the market for dogs and cats reached €80 billion. This growth trend shows a developing transformation in China's pet economy, which is expected to reach €150 billion by 2028. Increasing urbanization, rising disposable incomes, and, most importantly, changing social attitudes toward pets have contributed to the quickly expanding market that is China’s dog industry.

Forecast for the Pet Industry Market Value in China 2023 - 2028

Key Drivers of Growth

There are multiple reasons that explain the growth of the dog market in China.

First — the rise of single-person households and an aging population has led to increased pet ownership, because people are looking for companionship. In 2023, China's population declined for the second consecutive year, while the number of pet cats and dogs increased by 1.1% and 6.8%, totaling over 120 million. Many young professionals view pets as crucial for their emotional well-being, which leads them to spend more money on pet care and other related services.

Second — because the Chinese middle class is expanding, consumers have more financial flexibility to spend on non-essential goods, including premium pet products and services. This has increased demand for high-end pet food, veterinary care, and luxury pet accessories.

Annual GDP Growth in % - Average and Middle Class Income

Third — younger Chinese pet owners increasingly perceive dogs as companions rather than mere property, leading to an increase in spending on pet-related products and services. This trend can be noticed by the growing popularity of high-end grooming salons, dog spas, and pet-friendly cafés in trendy urban cities such as Shanghai. The growing influence of pet-friendly policies in real estate developments, workplaces, and public spaces has made pet ownership more convenient and socially acceptable.

Lastly — technological advancements and the expansion of e-commerce have also played a vital role in shaping China’s pet economy. Online retail platforms such as JD.com and Tmall have made premium pet products more accessible, while mobile apps offering pet healthcare, pet-sitting, and even matchmaking for dog owners have enhanced the pet ownership experience.

Furthermore, the trend of "pet humanization"—where pets are treated with the same care and attention as human family members—has created demand for organic pet food, custom-designed pet apparel, and even advanced medical treatments such as acupuncture and rehabilitation therapy for pets.

A dog in China after receiving a recent spa treatment and wearing a new set of clothes. You might find it a strange sight, but this way of grooming is quite popular among dog owners in the Chinese market.

Demographics and KOLs

Dog ownership is especially popular among younger generations and the growing middle class. In big cities such as Beijing, Shanghai, and Guangzhou, over 50% of pet owners are millennials who see their dogs as family members rather than just pets. This shift in perception has been reinforced by the rise of pet influencers on platforms like RedNote and Douyin (TikTok’s Chinese counterpart), where pet ownership is not just encouraged, but often seen as an aspirational lifestyle choice. The proliferation of pet-related mobile applications and online communities has made it easier for individuals to connect with fellow pet lovers, access reliable pet care information, and find specialized services conveniently.

Douyin’s Biggest Dog Key Opinion Leaders

金毛蛋黄 — Golden Retriever DanHuang

The biggest dog content creator on Douyin, known for their short videos featuring their Golden Retriever, "Danhuang." The account has over 25.5 million followers and more than 3.3 billion likes, with over 1,400 videos posted. The content often showcases Danhuang, following its daily life and interactions with its owner in a humorous and engaging way, making it a favorite among viewers.

Most videos on the Douyin account show "Danhuang" together with his owner or other friends. Usually the dog is filmed going on new adventures and trying new kinds of food.

路虎一家人 — Golden Retriever Luhu, a Family

The second most known dog content creator, primarily sharing the daily life and interactions of their Golden Retriever, "Luhu", with their family. Their Douyin account has over 21.5 million followers and has received more than 2.7 billion likes. Their videos are known for their warm and touching style, showcasing the deep emotional bond between humans and their pets, making them widely loved by audiences.

The account shows how a family lives together with their Golden Retriever through everyday life. From the couple’s start of their relationship in 2018, to the arrival of their daughter in 2024. Their simple and wholesome videos have created a large following.

十三呀he — Thirteen Yahe

Lastly, the dog content creator "Thirteen Yahe" has a large following of 137.42 million fans and has posted videos that have received a total of over 35 million likes. The creator often makes videos of many different animals, such as dogs, parrots, and squirrels. But the most commonly shown pet is the Husky named "Thirteen".

The content creator owns many different pets that are shown in the videos. But the favorite and most popular one among the follower base is the Husky "Thirteen". The videos often showcase the dog receiving new treats to try, and his reactions.

Emerging Trends and Developments

There are several emerging trends that are shaping the future of China’s pet industry:

High-Quality Pet Healthcare

High-Quality pet healthcare is gaining popularity, with a growing number of owners investing in dietary supplements, holistic treatments, and exercise programs for their pets. An increasing number of pet parents prioritize their dogs' long-term well-being.

Premiumization of Pet Products

There is a growing demand for high-quality, natural, and organic pet food. Educated and affluent pet owners are investing in products that promote health and well-being, which causes the market to shift more toward a premium trend.

Pet Services and Experiences

An especially popular trend is the pet services sector. With offerings such as grooming, pet cafes, and specialized events. For instance, Shanghai hosted a Lunar New Year celebration where dogs joined their owners for a festive meal, reflecting the integration of pets into social activities.

The owner of the dog has sent their pet on a spa day. After being washed and groomed perfectly, the dog is receiving a manicure. When it comes to grooming their dogs, no detail is left untouched.

Technology and Pet Care

Technology companies in China have started to collaborate with pet companies to create new products for the pet industry. For example, Xiaomi, known for its smart devices, partnered with pet care companies to create smart pet products like automated pet feeders, pet monitoring cameras, and health trackers for dogs.

Through collaborating with pet companies, Xiaomi has developed smart pet food feeders. These feeders have intelligent sensors that monitor the necessary food amount to dispense. During food shortages or errors, the machine will send a notification via an app to the owner.

Differences between East and West

The Chinese dog market has some noticeable differences when compared to the Western world.

Dog Breeds and Size Preferences

Western Market:

Larger dog breeds are often preferred over smaller ones. Commonly seen breeds are Golden Retrievers, Labrador Retrievers, and German Shepherds. In suburban and rural areas, working dogs such as Border Collies and Boxers are also popular.

China’s Market:

In China, smaller dogs are often more preferred than larger breeds. Especially popular dogs are Poodles, Pomeranians, and Shiba Inus. Smaller dogs require less space in the big cities, and can sometimes also be carried around in bags. Unique and exotic breeds are also heavily in demand in the country, such as Teacup Poodles.

The picture showcases the type of dog that can often be seen in urban Chinese cities. Small, well-groomed dogs that can easily be carried around everywhere the owner goes.

Pet Food and Nutrition Trends

Western Market:

In the Western market, dog owners often lean more towards organic, grain-free, and raw ingredients, when deciding their dog’s diet. There is a lot of awareness of pet obesity, and veterinarians often prescribe tailored nutrition plans to uphold.

China’s Market:

There is a growing supply of local Chinese pet food brands, ranging from cheaper, lower-quality ingredients to increasingly higher-quality options.

Pet Services and Luxury Trends

Western Market:

In Western countries, daycare for dogs, training programs, and well-established pet insurance have been available for a long time. Communities often also have outdoor activities available for dogs, such as dog parks and hiking trails.

China’s Market:

There is a high demand for luxury grooming services, pet spas, and customized outfits for dogs. Many owners want their dogs to be in top condition when taken to public places, especially in big trendy cities such as Shanghai. There is also a growing number of pet-friendly cafes, hotels and other social establishments.

Pet cafes are the most popular. In these cafes, dogs are roaming around throughout the cafe and can be petted by everyone that is interested.

Regulations and Ethical Concerns

Western Market:

Animal welfare regulations are well-established and strictly enforced. Animal rights are protected as much as possible and the punishment of violating these rights is high. In some places there is also a ban on puppy mills, to avoid commercialization as much as possible.

China’s Market:

There are fewer regulations in place to protect animals from harm in China. There are many ethical concerns surrounding the conditions in which pets are sold. Dogs and cats can sometimes be seen in small boxes in malls, lacking space to move, and are constantly overstimulated by their surroundings. It is even possible to buy a dog through online e-commerce platforms.

The pictures show two different sellers on the e-commerce platform Taobao. You can select the dog breed from their options. After buying, the dog will be brought to your address.

Opportunities for Foreign Enterprises

So what are some opportunities for foreign brands that seek to enter the market?

Rapidly Expanding Market — China’s pet industry has been expanding at a fast pace, and the market is even expected to reach €150 billion by 2028. With government policies gradually becoming more pet-friendly and businesses evolving to meet the needs of consumers, the expansion of China’s dog market presents an excellent opportunity for foreign brands to establish themselves. Companies that understand local preferences, use the right digital marketing strategies, and offer high-quality unique products, will have a good chance in this industry.

Premium Pet and Luxury Products — Chinese pet owners, especially in urban areas, are becoming more health-conscious and are willing to pay premium prices for imported pet food, supplements, and healthcare products. Even though local brands are starting to appear more frequently, the West is still seen as the higher quality option. While local brands are still developing, foreign companies will have an edge, and can use this advantage to claim their position in the market.

Social Media and KOL Marketing Potential — China’s digital environment presents big opportunities for brand promotion. Key Opinion Leaders (KOLs) and pet influencers on platforms like Douyin, RedNote, and WeChat create and uphold trends in pet care. Foreign brands can partner with these pet influencers to gain credibility and attract customers. Key Opinion Leaders hold a very large portion of the e-commerce sales amount.