Redefining Pet Care in APAC: How a New Generation of Pet Parents Is Reshaping the Industry

Across Asia-Pacific, pet ownership is no longer a lifestyle choice on the sidelines of daily life—it has become a defining part of modern identity, family structure, and emotional wellbeing. For the past three consecutive years, I have led TGM Research’s Global Pet Care Reports, which span over 30 countries and capture how pet parenting is evolving worldwide. This year, my focus turned to APAC, where our latest multi-country study revealed a powerful transformation: pets are no longer just animals we care for; they are family members we build our lives around, shaping daily routines, emotional health, and household decisions across the region.

At TGM Research, we recently studied over 6,000 consumers across APAC, and what emerged was not just data, but a story of a region redefining what it means to love, raise, and invest in pets.

From Ownership to Parenthood:

The Humanization of Pets

One of the most striking shifts across APAC is the deep humanization of pets. In markets like Thailand, Japan, and the Philippines, more than half of pet owners now describe their pets as family members, not possessions.

Pet ownership is also becoming younger. The core growth segment across the region is between 25–34 year-olds. They are emotionally driven, highly informed, and eager to “do it right,” even if it means spending more, researching longer, and learning continuously. This mindset shift is the foundation of everything we see next.

Wellness Becomes a Lifestyle, Not a Category

As pets become family, pet care naturally moves beyond products into holistic wellbeing. Across APAC, spending is rising most strongly in health-related categories: supplements, grooming, nutrition consulting, and preventative veterinary care.

Pet parents are no longer waiting for problems to appear—they are actively investing in long-term health. Functional treats, skin and coat supplements, digestive aids, and specialized diets are becoming mainstream. For aging pets, interest in modified diets, senior pet specialty vet care, and in-home vet visits is growing, signalling a maturity in the market.

For businesses, this marks a clear opportunity: pet wellness in APAC is evolving into a lifestyle ecosystem, not a shelf category.

Premiumization With Purpose

Pet parents across APAC are spending more, but they are also spending more thoughtfully. When choosing pet food, quality now outweighs price, followed closely by ingredient composition and the ability to meet specific pet needs. Premium is no longer defined by luxury — it is defined by trust, safety, and emotional reassurance.

Demand for premium and specialty pet food continues to rise, with pet parents showing greater willingness to explore home-cooked diets, mixed feeding, and functional nutrition. As a result, brand communication is evolving — emotional narratives alone are no longer enough and must be reinforced with science-based evidence.

Pet parents want brands that care as deeply as they do.

Digital-First Pet Parents Are Changing the Buying Journey

Another defining trend is the digitalization of pet care. Online shopping has become a core channel across APAC, complementing independent pet stores and supermarkets. Despite this shift, independent pet retailers, pet specialty chains, and veterinary clinics continue to play a critical role as trusted sources of advice and products. At the same time, social media platforms and YouTube have emerged as the primary sources of pet care knowledge, particularly among younger pet owners.

This has created a new type of pet parent—highly connected, community-driven, and eager to learn. Brands that win in APAC are those that educate, not just sell.

Pet Tech Moves From Novelty to Necessity

APAC is also entering a new era of pet technology adoption. Smart feeders, health monitoring devices, video cameras, and pet tracking apps are no longer niche innovations. Interest is accelerating in AI-powered health monitoring, tele-vet consultations, personalized nutrition plans, and wearable devices that track activity and wellbeing.

For young urban pet parents balancing long workdays and busy lives, technology is not about convenience alone—it is about peace of mind. The future of pet care in APAC will be data-driven, personalized, and deeply integrated into everyday digital ecosystems.

The Road Ahead: Building for Emotion, Trust, and Long-Term Care

While the industry is growing fast, challenges remain. Cost pressures, access to reliable information, and the need for education still hold many pet parents back from deeper engagement. This is where the next phase of growth lies: building trust, simplifying complexity, and supporting pet parents through every stage of the pet life cycle.

What excites me most about working in the APAC pet industry is that we are not just witnessing market growth—we are witnessing cultural change. Pets are reshaping homes, routines, and emotional lives. And in return, pet parents are reshaping the industry to be more caring, more innovative, and more human.

The future of pet care in APAC belongs to brands and leaders who understand one simple truth: when pets become family, care becomes a promise—not a product.

Written: Thuyen Vu, CMO, TGM Research