A Guide to Sell Pet Products in China
Updated
The China pet market is one of the few consumer stories still growing fast in 2026. The wider pet sector passed 811 billion yuan (about 114 billion US dollars) in 2025, and the growth now comes from spending more per pet, not just more pets. In China, dogs and cats are family members, especially for young people living alone, and owners buy for them the way they buy for themselves.
The China pet market in 2026: spend per pet is the story
Two numbers tell foreign brands where to aim. First, cats are pulling ahead of dogs: in 2024 the cat food market grew about 10.7 percent while dog food grew about 4.6 percent, so cat owners are the faster-moving buyers. Second, the money is online. Online channels already took about 59.8 percent of China pet food sales in 2024, and that share keeps climbing. A premium imported brand without a strong online store is leaving most of the market on the table.
Chinese owners also do their homework. They read ingredient panels, vet advice and real-owner reviews before they trust a new food or supplement, and they treat a healthy, long-lived pet as a point of pride. For an overseas brand the path is clear: prove your formula and safety, win honest reviews, then sell where the buyers already are. Our guide on what Tmall means for brands covers how the new AI shopping assistant and easier cross-border entry help smaller pet brands get started.
Pet Products Market in China : Market size and potential
Pet products market in China expected to grow due to several factors, including:
- A continued rise in disposable incomes among the Chinese middle class
- More Chinese people living alone, particularly as more people marry at older ages
- The rise in divorce rates pushes single people to buy pets as company
- Willingness among pet owners to spend money on their pets
The immature pet products market in China has seen substantial growth in recent years, but there is still significant potential. The number of Chinese people who have pets grew from 7% in 2011 to 18% in 2019. This may seem like a large increase, but it pales when compared with mature markets such as the Australian market at 65%, and the US at 68%.
Humanization of pets
In recent years, the perception of pets has changed dramatically in many countries- including China. Whereas pet owners saw pets as companions before, now they form much stronger emotional attachments. This is especially true for younger generations of pet owners.
As most pet owners in China are younger generations, the humanization of pets is not uncommon. According to a recent study, 59% of pet owners think of their pets as kids, 30% think they are family members, and 8% take them as their best friends.
Cats over Dogs?
100 million pet dogs and cats live in urban areas of China as of 2020, making them the most common pets. Cats are the favorite furry friends of Gen Z, preferred over dogs. However, dog owners spend more on average per pet than cat owners. The pet owners spent an average of RMB 3000 per dog around RMB and 2000 for cats. In 2021, the dog market grew to RMB 14.3 billion while the cat market reached around 10 billion.
Who are the pet owners in China: Demographics of pet owners
Unmarried Millennials and Gen Z, who have joined the workforce make up the majority of pet owners. They are also typically well-educated, with higher degrees, falling into the mid-high income brackets.
Women are the main consumers spending money on pets, especially when it comes to pet treats.
Shanghai had the highest level of total spending for pets at RMB 19.7 billion pet products market in China.Shanghai is followed by Beijing with RMB 12.3 billions 2019. The other major cities with high spending on pets were Guangzhou, Suzhou, Tianjin, Hangzhou, Nanjing, Chengdu, Shenzhen, and Xi’an.
Market Structure of pet products and product types
In 2020, basic food items like dog or cat dry food made up the biggest portion of pet products market in China, with other items such as treats, clinic services, and supplies coming in second.
Pet necessities: mats, climbing items, housings, food plates, water pots, and cat trees. They are used to improve pets’ quality of life. They also make the pet owners’ life easier. Pet
Pet clothing: Functional clothing, shoes, collars, and leads. They are used to shelter animals from severe weather conditions and for cute appearances.
Pet toys: various types of balls, fake mice, furry animals, chewing toys, and training toys. They are used to entertain the animals, allow pets to expend energy, and enhance interaction with the pet owners.
Pet food: or pet feed are products that are industrially processed and produced. This can include pet feeds, premixes with additives included, and other types of pet food.
Pet treats can serve many purposes, such as education or reward for pets, interaction with pets, stimulation of chewing or tearing, and more.
Luxury Pet Products:
As pets become more like family to people, pet owners are increasingly open to spending significant amounts of money on them. Today’s pet products are far more diversified than in the past, with fashionable clothes and accessories now available from even luxury brands like Hermes, Gucci, and Fendi.
Key Pet Products Consumers in China and How to connect with them:
Millennials and Generation Z consumers:
The growing pet products market in China includes; pet food, supplies, medicines, and services is being driven by millennials and Gen Z consumers. And their choices are having a big impact on the market
For instance, Tmall sales data states that Chinese consumers who bought cat food are younger than the consumers who bought dog food. The reason behind this fact is clear. Generation Z prefers cats over dogs.
Social media platforms:
Some of the most popular people on social media in China are key opinion leaders (KOLs) and key opinion consumers (KOCs). These are internet-famous people who have a presence on social media platforms. They lead mass amounts of audiences by giving them recommendations. Through them, brands can utilize social media platforms to communicate with target consumers. and increase their influence.
The primary sources of information regarding pets in China are social media platforms, such as WeChat, Weibo, and Douyin. Younger generations spend a considerable amount of time on various e-commerce and social media sites watching videos or posts about other people’s pets.
In 2020, Xiaohongshu, a social media platform similar to Instagram in China, had over 2 million searches for pets carried out daily.
In other words, working with social media influencers who are popular with your target audience can help increase brand awareness.
Live Streaming Channels
On the super popular short-video platform Kuaishou live streaming has now reached tens of thousands of hours in a single month. Almost every 5 seconds a pet-theme Livestream session is broadcasted on this platform only.
With a massive influence on the target consumers, Videos of KOLs and KOCs on these live-stream platforms receive millions of views. Using the opportunity, brands present their products in use and answer questions from viewers in real time.
Consequently, pet food companies are now taking notice of pet live streaming and using it as part of their advertising. In 2019, pet food company Acana launched a pet live-streaming session on Taobao with pet celebrity Wang Keke, which resulted in sales of over RMB1 million in just one day.
Looking ahead, pet live streaming is likely to become an important marketing tool for pet products market in China. It allows brands to connect with pet owners and show off their products in a way that is interactive and engaging.
Which channels for distribution? Online or Offline?
In China, e-commerce shopping leads the way in the pet food market. Of every one hundred pet owners, fifty-nine of them make their purchases online while the remainder buy from offline channels like pet stores or clinics. In larger cities, more people are buying pet food online through e-commerce platforms- 65% in first-tier cities in 2020. When it comes to specific online channels, Taobao, Tmall, JD.com, and vertical websites like Boqii.com or Epet.com are the most popular among pet owners.
Online sales have also quickly bounced back from the COVID pandemic and are even growing faster than before. For example, the number of pet stores on Tmall increased by 85%. In addition, the growth rate of products for cats was much higher than that for dogs during this period.
Major trade shows for Pet Products market in China
Petfair Asia 100
Petfair Asia 100 welcomes exhibitors and 100,000 professionals in attendance. It covers pet food, pet goods, and medical and healthcare products.
China Pet Expo 101
With over 100,000 guests in attendance, the China Pet Expo 101 is one of the largest pet trade shows in the industry. With an expansive 70,000 sq meter exhibiting area, this event covers everything from pet food and supplies to services such as training.
China International Pet Fair
China International Pet Fair is a tri-annual event that occurs in Guangzhou, Wuhan, and Chongqing. The fair covers various aspects of the pet industry including food and medical supplies, clothing and accessories, as well as grooming products.
Consumption upgrades and Demands for Premium products in China
Chinese consumers are increasingly spending more money on high-quality goods and services, a trend known as a consumption upgrade. The increasing demand for cat products bodes well for the future of the premium pet food segment, which is experiencing strong growth.
While online sales of mid and high-quality imported dry cat food and treats are exploding, the fastest growing product type is a dry cat food that costs over RMB 50 per kilogram.
Tmall Global saw cat food as the best-selling category during the Singles’ Day shopping festival in 2019. It even beat out other popular import categories like baby formula and cosmetic facial creams. In addition, Tmall’s sales data shows that the average person spends 1.5 times as much on cat food online than they do on dog food. even though people still spend more money annually on dogs overall.
Local Brands VS Foreign Brands and Leaders of the market
A higher percentage of international brands dominate the cat food market, compared to Chinese companies. In 2018, sales data from Tmall and Taobao showed that foreign companies made up 76% of the market for cat food.
The pet products market in China is less developed as compared to other well-established markets such as the United States and Japan. The leading companies when it comes to market share are Mars, Shanghai Bridge Pet Care, Huaxing Pet Food, China Rongxi, and Xuzhou Suchong Pet Care.
Foreign brands such as Mars and Nestlé have had a tight grip on the Chinese pet food market for decades. However, in recent years we’ve seen local companies invest more in research and development, and utilize e-commerce platforms to help them grow quickly. This has allowed them to start challenging foreign giants.
Key contacts including major distributors and industry associations
- Ningbo Yihuang International Trading Co., Ltd.
- Beijing Yukangyuankaihong International Trading Company Ltd
- Suzhou Pet Action Co., Ltd
- Loving Care International Pet Medical Center
- China Animal Agriculture Association National Kennel Club
A case study: Boqii
Boqii is a one-stop pet services platform that offers both B2B and B2C solutions. It was established in 2009 in Shanghai and is part of Guangcheng Info-Tech Co., Ltd. The company has pet hospitals, pet clinics, pet hotels, and pet stores across China. It also has an online store that sells pet food, pet products, and pet supplies.
With over tens of thousands of products available for purchase, Boqii is the go-to destination for pet supplies. From food and snacks to clothes and shampoo, they offer everything the pet owners need. Partnered with more than 15,000 pet stores and hospitals across China, Boqii provides services like daily care, pet groom service, sterilization, and medical treatment.
Most of Boqii’s profits come from its e-commerce sales and offline store purchases, which goes to show that a cohesive online and offline presence can do wonders for marketing and monetary growth.
Boqii has established a successful two sides business model:
B2C business lines: Boqii Mall is an e-commerce platform where you can buy pet supplies, find information on pets, and also connect with other pet owners to share advice and experiences. Boqii Pet Services is a platform that helps users find local offline businesses that offer pet services, such as grooming or boarding.
B2B business lines:A software that can take the offline pet store and put it online where customers can shop easily and effectively. A supply chain management and in-store operations and coordinated marketing communication are included in this line.
Boqii also partners with Kuaishou, a top video-sharing mobile app, as well as notable influencers known as Key Opinion Leaders (KOLs) and Key opinion Creators (KOCs), to create content that drives marketing. This allows Boqii to take advantage of Kuaishou’s extensive audience reach and data analytics skills to help amplify its influence.
Key Points of the Pet Products Market in China.
- In China, the pet economy is rapidly growing and is projected to be worth 450 billion RMB by 2023.
- Many pet owners in China are millennials, living in large or mid-sized cities.
- When choosing a product for their pet, owners consider quality, price, safety, and brand.
- As pet ownership continues to rise, so does the demand for pet-related content on social media. Platforms that offer a variety of such content are successful in marketing products and brands while entertaining the audience.
- Numerous companies have chosen to partner with well-known pet influencers to tap into a larger customer base. Brands often work with pet KOLs to connect with potential consumers.
The 2026 market reality: what the data shows
China’s pet market crossed ¥811 billion ($112.5 billion) in projected value for 2025, according to CKGSB research. Urban pet owners already spend over ¥300 billion ($41 billion) per year, with the average owner putting ¥6,000 annually into their pet. That figure rivals Japan. The online pet food market alone reached CN¥41.38 billion across Tmall, JD.com, and Douyin in the 12 months ending November 2025, growing 9% year on year, according to MooJing Global. During the 618 festival in May-June 2025, total online pet food sales hit 7.5 billion yuan, up 36% year on year. This is not a niche market anymore.
Who is buying, and what they actually want
Understanding the buyer changes your entire product and marketing approach in China.
The primary pet owner is young. Pet owners born after 2000 jumped from 10.1% of the market in 2023 to 25.6% by December 2024, according to CKGSB. Millennials born between 1990 and 1999 still make up around 41% of owners. These are digital-native consumers. They research products on Xiaohongshu, buy on Tmall or Douyin, and ask questions in WeChat pet groups. They treat pets as family members: nearly 90% of Chinese pet-owning households describe their pet as an important family member.
Cats now outsell dogs as preferred pets, a shift that happened around 2021 and has held. Cat food on the major platforms reached CN¥20.81 billion, versus CN¥8.70 billion for dog food, a ratio of roughly 2.4 to 1. If your product line focuses on dogs, you can still succeed, but a cat-first or dual strategy gives you a larger addressable market.
What this buyer wants has become more specific. The trend is away from generic nutrition and toward “precision health management.” Pet supplements grew 20.3% in value in 2025, reaching CN¥3.69 billion. Within supplements, cardiovascular health products grew 107.9% year on year. Coat health products grew 63.2%. Immune support grew 41.3%. Consumers want clinical-looking claims, clean ingredient lists, and traceability. European or North American sourcing still carries perceived quality value, but that advantage is shrinking as local brands raise their standards.
Geography matters too. Over two-thirds of pets in China are owned in Tier-2 cities, not in Shanghai or Beijing. Brands that skip Chengdu, Wuhan, Hangzhou, and Xi’an are missing the bulk of the market. Douyin commerce reaches these cities efficiently. Tmall flagship stores serve them well through next-day delivery from regional warehouses.
For a foreign brand, the practical implication is this: do not position around generic “premium quality.” Position around a specific health outcome, a specific ingredient story, or a specific life stage. Then back it with content, not just packaging claims.
Platform strategy: where Royal Canin wins, and why it matters for new entrants
Royal Canin is the most instructive case study for a foreign pet brand in China. It holds the top position on Tmall by a wide margin. It did not achieve this through advertising spend alone. Its approach combined four elements that any foreign brand can replicate with the right structure.
First, it opened a domestic production facility. This reduced costs, shortened lead times, and removed exposure to import disruptions. For a new entrant, full local production is not a first step, but noting it matters: the brands winning long-term in China are investing in local infrastructure, not just cross-border e-commerce.
Second, Royal Canin built a Tmall membership base exceeding one million members and integrated a pet profile feature so owners receive product suggestions matched to their animal’s breed, age, and health status. This is relationship-building, not one-time selling. It raises repurchase rates significantly.
Third, it runs regular livestreaming sessions on Tmall focused on science-based pet nutrition. Chinese consumers expect education from premium brands. A live session explaining why a specific protein ratio supports kidney health in older cats converts better than a static product page.
Fourth, it invested in veterinary relationships and breeding centre partnerships. This gives the brand credibility offline that translates into trust online.
For a new foreign brand with a smaller budget, the platform entry point is typically Tmall Global (cross-border), which does not require a domestic entity or GACC registration for all product types. JD.com Worldwide is a second option. Douyin’s live commerce is increasingly important for discovery, especially among consumers under 30. Xiaohongshu works well for building initial awareness before a Tmall launch, with influencer posts and community content. A brand that launches on Tmall without any Xiaohongshu presence is invisible to a large part of its target audience.
The competitive dynamics have also shifted. The top 20 brands’ combined market share on major platforms fell from 44.1% to 42.1% in 2025, while mid-tier brands (ranked 101 to 300) grew from 14.8% to 15.5%. This creates real space for a well-positioned foreign brand to establish a foothold without fighting directly against entrenched market leaders.
What changed between 2024 and 2026
Several concrete shifts happened in this window that affect any foreign brand’s entry plan.
On regulations: GACC issued Decree No. 280 in October 2025, replacing the previous Decree 248. It takes full effect on June 1, 2026. The new decree introduces a risk-based categorized management system for overseas food manufacturers, including pet food producers. Registration validity stays at five years, but compliance requirements are more detailed. Foreign manufacturers must be on the GACC “List of Overseas Registered Pet Food Manufacturers” before any shipment clears Chinese customs.
On labeling: China published its first draft mandatory national standard for pet food labeling in August 2025. This is a significant change. Previously, labeling rules were inconsistent across product types. The new standard, expected to be enforced from May 1, 2026, requires Chinese-language labels with the manufacturer registration number, a statement that the product is “for pet consumption only,” and clear origin information. Non-compliant products face removal from shelves and potential platform bans.
On consumer behavior: Gen Z owners now represent more than a quarter of the market. This group is more likely to discover products on Douyin or Xiaohongshu than through a Baidu search. Search-based discovery still matters, but content-driven discovery has become the primary acquisition channel for new brands.
On competition: local brands took four of the top five spots on Tmall’s 2024 Double 11 pet food rankings. Foreign brands still lead in the veterinary diet and therapeutic segment, but in mainstream premium, the gap has narrowed sharply. Price is not the issue: local brands are competing on formulation quality, not cost.
Frequently asked questions
Do I need GACC registration to sell pet food in China?
Yes. Any overseas manufacturer exporting pet food to China must be registered on the GACC list of approved overseas producers. The process starts with verifying that your country of manufacture is on China’s approved list of pet food source countries. Once confirmed, you apply through GACC for enterprise registration. The certificate is valid for five years. Separately, for complete pet feed and premixed feed (not treats), you also need an Import Registration Certificate from China’s Ministry of Agriculture and Rural Affairs (MARA). As of June 2026, GACC Decree No. 280 governs this process. Products without the correct registrations will not clear Chinese customs. Working with a regulatory consultant familiar with GACC procedures saves significant time at this stage.
Which platforms should a foreign pet brand prioritize in China?
The answer depends on your budget and timeline. Tmall Global is the standard first step for most foreign brands: it operates as a cross-border channel, so you do not need a domestic Chinese entity to open a store. It gives access to Alibaba’s enormous search and recommendation traffic. JD.com Worldwide is a strong alternative, especially for premium or health-positioned products, since JD buyers skew toward quality-conscious purchases. Douyin is the fastest-growing pet food channel and now generates over CN¥1 billion per month in pet food sales. It is content-driven: you need either a KOL partnership or your own account running regular livestreams. Xiaohongshu is where consumers research before buying. A presence there, even with a few strong posts per month, significantly increases conversion rates on your Tmall store. Do not try to be on all platforms at once. Start with Tmall, build Xiaohongshu content in parallel, and expand to Douyin once your product is reviewed and tested by early buyers.
Are Chinese consumers still interested in foreign pet food brands?
Yes, but the dynamic has changed. Foreign brands no longer win automatically on the “imported equals quality” assumption. Local brands like Navarch, Myfoodie, and Legend Sandy have raised their formulation standards and now compete directly in the premium segment. Foreign brands still hold an advantage in specific areas: veterinary diets and therapeutic foods, where clinical credibility matters; novel proteins and ingredients that are not yet produced locally at scale; and certain origin stories, such as New Zealand lamb or Norwegian salmon, that carry genuine traceability value for Chinese consumers. The brands that struggle are those relying only on a foreign label with no supporting content or community. The brands that succeed invest in education: explaining ingredients, publishing feeding guides, answering questions in WeChat or on Douyin. China’s pet owners are well-informed and research-driven. Treat them accordingly.
What are the labeling requirements for pet food sold in China?
Chinese-language labeling is mandatory on all pet food sold in China, whether imported or produced locally. The label must include the product name, ingredient list, guaranteed analysis, feeding guidelines, net weight, manufacturer name and registration number, country of origin, and a statement confirming the product is for animal consumption only. Foreign-language text can appear alongside Chinese text but cannot replace it. The manufacturer’s GACC registration number must be visible. As of 2026, a new national mandatory standard for pet food labeling is entering enforcement: it adds requirements around functional claims and health-related language. Any claim related to disease prevention or treatment is strictly regulated. Marketing copy on Tmall or JD stores must also comply: platform moderators flag claims that cross into medical territory. Review your label and product page copy against the current GACC and MARA guidelines before launching.
How to move forward
The market is large and still growing. Entry is possible, but it requires a structured approach.
Start with regulatory groundwork. Confirm your country of origin is approved for pet food export to China. Begin the GACC registration process early: it takes time, and you cannot sell without it. Review your labeling against the 2026 mandatory standard before printing packaging.
Choose one platform and execute it properly. Tmall Global is the most reliable starting point for most foreign brands. Build your store with Chinese-language content from day one. Do not translate your existing English content literally: localize it for a buyer who wants ingredient transparency and health outcomes.
Build awareness before your store goes live. Xiaohongshu seeding through micro-KOLs in the pet niche costs far less than Tmall advertising and generates the social proof Chinese consumers look for. A product with 50 honest Xiaohongshu reviews converts better than a product with none.
For e-commerce setup and platform management, see the Tmall and Taobao agency services and China e-commerce agency pages. For content and influencer support on Douyin and Xiaohongshu, the Xiaohongshu agency and Douyin agency pages cover what is available. If you are ready to discuss your specific situation, contact the team at seoagencychina.com/contact-us.
Marcus Zhan is a China marketing specialist based in Shanghai. He covers digital marketing, consumer trends, and brand strategy for the Chinese market. Connect with him on LinkedIn for China pet market insights.
Sources: CKGSB Knowledge, Inside China’s Pet Market Boom | MooJing Global, China Pet Food Market Overview 2025 | ZMUni, Exporting Pet Food to China | USDA FAS, China Draft Pet Feed Label Standard | Reuters via Investing.com, China’s Pet Food Market Heats Up