Thailand's Pet Food Market 2025 - Pet Humanization Cats and Premiumization
Report Number: TH2025-0029 Date: December 03, 2025 Country: Thailand Prepared By: USDA FAS Foreign Agricultural Service Source: [USDA GAIN Report](https://apps.fas.usda.gov/newgainapi/api/Report/DownloadReportByFileName?fileName=Thailand%27s+Pet+Food+Market+2025_Bangkok_Thailand_TH2025-0029.pdf)
Pet Humanization Cats and Premiumization
Pet Humanization A growing number of Thai pet owners treat their pets as essential family members, cherished companions or even surrogate children. Consequently, Thai pet owners are increasingly willing to invest more in high-quality products and services to support the pets’ well-being. This trend is particularly pronounced in urban areas like Bangkok, where 37 percent of households own pets. The rise of smaller family units and single-person households has positioned pets as essential sources of emotional support. The COVID-19 pandemic further accelerated this dynamic, as extended periods of remote work and lockdowns fostered deeper bonds between owners and their pets. As a result, owners are increasingly prioritizing premium pet products and services. Examples of this shift are evident in the growing pet-friendly infrastructure across Thailand. Since mid2024, pets have been allowed on Bangkok’s Airport Rail Link, reflecting a broader societal embrace of pets in public spaces. Additionally, major developers like Sansiri are integrating pet-friendly features into their residential projects, moving beyond simply allowing pets in condominiums to create entire communities designed for pet-inclusive lifestyles. These developments include dedicated green spaces, pet restaurants, and even weekend workshops for pets, catering to the modern Thai pet owner’s desire for a fully integrated lifestyle. The Rise of Cat Population While dogs historically were the primary pet species, cats are rapidly closing the gap, with their numbers estimated to have grown at an average of 28 percent annually between 2021 to 2024, nearly twice the pace of pet dog growth. This surge is heavily influenced by rapid urbanization, as cats are seen as wellsuited for smaller living spaces like condominiums, which are increasingly prevalent in Thai cities. Kasikorn Research Centre projects 1.94 million domesticated cats in Thailand by 2025 and 3.45 million pet dogs. The rise in feline pets has led to a dynamic shift in product offerings, with the mid-priced cat food segment emerging as key growth area for 2025. Prominent cat food brands, such as Me-O, Whiskas, Purina ONE, Felix, and Monchou, thrive by successfully balancing perceived higher quality ingredients and nutritional benefits with an accessible price point. The intense competition within this mid-range segment has also spurred notable innovation, leading to a wider variety of specialized formulas catering to diverse needs.
Premiumization Consumers are increasingly looking for higher-quality, natural, and specialized pet food options. Premiumization has become standard, with over half of all pet food spending focused on premium products, driven by owners seeking superior quality and nutrition for their pets. This pervasive movement sees consumers demanding the same wellness, culinary sophistication, and sustainability standards for their pets as they do for their own meals. This shift means a focus on “human-grade” ingredients, like JerHigh’s “real chicken meat” claim, and innovative high-tech products, such as Kelly & Co’s freeze-dried raw food, which leverages baby food technology. There is also a strong demand for functional foods for wellness and longevity, with owners seeking benefits for gut health, joint care, and even mental well-being. This fuels new products with novel protein (insect, MSC-fish) and life-stage specific formulas, similar to human nutrition. Brands driving this trend include Felina Canino & Felina Canino VIF, JerHigh, Kaniva, Monchou, Perfecta, Lifemate, Pawdy, etc. Manufacturers focus on human-inspired products and marketing strategies that leverage emotional connections. Commanding a hefty price premium, Mars’ Sheba Perfect Portions exemplifies this trend with its gourmet treats and wet food with “clean label” ingredients, or portion-controlled offerings. Local manufacturing giants, such as Thai Union’s i-Tail, have shifted their focus from traditional tuna blends to more sophisticated products like chef-style mousse caps and innovative pet food offerings. Importantly, regulatory updates, including the adoption of human-grade GMP/HACCP standards by Thailand’s Department of Livestock Development (DLD), reinforce this premiumization trend by ensuring product quality and boosting consumer trust. Beyond the major leading manufacturers in the pet food industry, a growing number of small, local brands are carving out a niche by positioning their products as gourmet or ultra-premium options. These brands emphasize high-quality ingredients, unique recipes, and personalized care for pets, appealing to discerning pet owners seeking alternatives to mass-market offerings. They not only focus on functionality but also prioritize appearance, crafting pet food that resembles human food, such as cakes, ice cream, snacks, and other visually appealing treats. Small ultra-premium local brands include Dogster Food, Pawdy, Moochie, Monchou, Bone & Raw, and Hoya Barkery.
Source
USDA GAIN (Global Agricultural Information Network) Original source: USDA Foreign Agricultural Service
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*Last updated: 2026-07-18*