The pampered pets of Southeast Asia - A Research Report

Southeast Asia’s new pet economy begins with a subtle change in language. A dog is no longer “just a dog”, and a cat is no longer simply an animal that lives in the house. Across the region, pets are increasingly described as babies, companions, emotional anchors and full members of the family. That emotional shift is now becoming a significant commercial story.

A 2025-2026 TGM Research survey of more than 6,200 people across six Asia-Pacific markets found that six in ten respondents live with a pet. At first glance, that suggests a region-wide trend. But a closer look shows that its strongest pulse is in Southeast Asia.

The Philippines leads with 82 percent pet ownership. Vietnam follows at 79 percent, Thailand at 74 percent and Indonesia at 64 percent. Some wealthier markets fall well behind. This suggests that the boom is not being driven by income alone. It is also being shaped by households where animals have claimed a place on the sofa, in the bed and in the family budget.

Each country has a pet personality. Indonesia is unmistakably a cat country. Among people with one pet, 77 percent keep a cat, while only a small share keep dogs. Many multi-pet homes there add fish, turning aquariums into part of everyday domestic life. In the Philippines and Vietnam, dogs edge ahead of cats in homes with more than one animal. Thailand stands in the middle, sharing its affection almost equally between cats and dogs. These differences matter because they shape food, toys, grooming and veterinary demand.

Still, the most important story is not which animal people choose, but what that animal has come to represent. Half of all pet owners in the surveyed markets describe their pet as a family member. In Thailand and the Philippines, that rises to nearly six in ten. Thai owners go even further – almost a third say their pet is their baby. Across the region, seven in ten owners describe the bond as very or extremely strong.

That bond is moving pets to the centre of life. Pets that may once have guarded gates or chased pests now sleep indoors, travel in carriers, appear in family photographs and shape weekend plans. Public attitudes are changing too. Nearly two thirds of Filipinos say pets have become more accepted in public spaces over the past five years. Six in ten say emotional support animals are gaining recognition.

In Vietnam, almost half of respondents believe more people are choosing pets over children. Whether that belief fully reflects reality is less important than what it reveals. Pets have become part of wider conversations about companionship, care and the changing meaning of family life.

Affection rarely remains purely emotional. Eventually, it turns into spending. Around half of pet owners in the Philippines, Thailand and Vietnam say they spent more on their animals this year than last year. Many expect further increases, with 58 percent of Filipino owners and 55 percent of Vietnamese owners anticipating higher pet expenses over the next three years.

But this is not simply careless indulgence. Rising prices have made owners more selective. In Thailand, 43 percent of all respondents have noticed pet care costs increasing, and about half of pet owners say they are more price conscious than two years ago. Owners compare reviews, buy in bulk, switch between premium and value options, and think before choosing a brand. The modern pet parent may be sentimental, but the shopping behaviour is practical. Love sits in the cart, but value

decides what gets checked out.

Where people buy is changing too. Online channels are now the most common source for pet food and supplies, used by 46 percent of owners in the region. Thai and Vietnamese owners are especially active online, with just over half saying they buy pet products on the internet more often than they did two years ago. For brands, the shelf is no longer only in the neighbourhood store. It is also on a phone screen, shaped by ratings, delivery speed, subscription offers and social media trust.

Technology shows where the market is heading. Vietnam is ahead of the curve. Only 17 percent of Vietnamese owners use no pet technology, compared with a regional average of 32 percent. Video monitors, smart feeders and automatic litter boxes are becoming normal for people caring from a distance. When owners imagine the next five years, they see health trackers, smarter feeding, digital records and products that help them understand their pets better.

The lesson is simple: Southeast Asia’s pet economy is young, emotional and moving quickly. Its future will belong to brands that understand both sides of the relationship – the heart that sees a pet as family, and the wallet that still demands usefulness, trust and value.

Written by:

Thuyen Vu

CMO | Shaping Growth Through Consumer & Market Insight

TGM Research