In Thailand, consumers are increasingly treating their pets as part of the family, due to the ongoing humanisation trend. Thai consumers have switched from being pet lovers to “pet parents”, driven by young adults who consider owning a pet akin to having a child.
Thailand is home to a high number of stray cats and dogs, supporting the need for and presence of many animal shelters in the country. While Thai consumers are fond of domestic animals such as cats and dogs, many are unable to own one as a pet due to a number of constraints such as small living space, disapproval from parents or housemates, lack of time for proper exercise, particularly for dogs, and a lack of resources which would allow them to offer adequate care.
Pet care continued to be led by multinational companies in 2018, with Mars Thailand Inc and Perfect Companion Co continuing to strengthen their positions by gaining further value share. Both players run frequent promotional campaigns, offering discounts and free trial products to retain consumer loyalty.
Internet retailing continued to gain value share within pet care in 2019, making it a fast-growing distribution channel. Internet retailing is able to offer consumers a greater variety of pet care products to suit a diverse range of preferences in addition to offering a cheaper and fast delivery service.
With pet ownership and the pet population (driven by the dog and cat population) continuing to rise at the end of the review period, the performance of pet care is predicted to continue to record strong current value growth over the forecast period. Pet owners are learning how to take better care of their companions through education and information from online forums, as well as players’ strong marketing efforts.
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This industry report originates from Passport, our Pet Care market research database.