With the rising trend for pet humanisation in Thailand and pets increasingly considered part of the family, greater demand is developing for pet accessories, including functional toys for entertainment purposes, driving sales of other pet products. In addition, a greater understanding of and care over pets’ wellbeing are driving sales of pet healthcare.
Thai consumers are becoming increasingly educated and well-informed about the need to keep their pets healthy, attempting to avoid costly visits to the vets with preventive products such as pet dietary supplements and pet healthcare. They are able to access information online due to increasing internet penetration in the country, which offers self-help articles on how best to take care of pets, with owners gaining knowledge about how to treat minor ailments with certain products that are available from retailers.
With the percentage of households owning a cat increasing, combined with the steady rise in the cat population, demand for cat litter and litter trays continued to record strong growth in 2019. Increasing urbanisation has led to a higher number of Thais living in apartments, and therefore litter trays are essential for cats that are unable to venture outside.
Pet products remained highly fragmented in 2018, with the value share of others dominant, featuring both small and large players of domestic and international origins. New major product launches were rare in 2018, with cat litter, pet healthcare and pet dietary supplements witnessing limited to no innovation towards the end of the review period.
International brands continued to dominate pet products in Thailand in 2018, as consumers place greater trust in imported brands that they believe offer higher quality or are more creative. However, their prices are also much higher compared to mass products, and therefore, they are more popular with affluent pet owners or those who are willing to pay to provide their pets with the best products as they consider them part of the family.
Despite the dominance of international pet products in Thailand, an increasing number of local producers are offering a variety of other pet products including pet furniture, costumes, food bowls and accessories. Barketek was the first Thai brand to provide sustainable handcrafted pet products, including pet furniture such as cat sofas that target and appeal to contemporary pet owners.
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This industry report originates from Passport, our Pet Care market research database.