In Thailand’s pet food market, the number of pets increased at an annual rate of 2.4% from 2016 to 2021. This is a remarkably high growth rate compared with historical statistics, rising from 16.5 million to 18.5 million pets.
Thailand’s retail sales of pet food grew at an annual rate of 9.7% from 2016 to 2021, reaching a total of USD 1.4 billion in 2021. From 2021 to 2026, sales are forecast to grow at 8.4% annually, reaching USD 2.0 billion by 2026. In 2021, the largest sources of demand were dog food and cat food, with retail sales of USD 1.0 billion (70.8% share) and USD 0.3 billion (24.9% share), respectively.
In 2021, the company holding the largest share was Mars Inc, with approximately 40% market share. Among Thailand’s top 10 companies, Charoen Pokphand Group recorded the fastest increase in share, rising from 18.3% in 2016 to 20.8% in 2021. As a result, the top five companies accounted for 70.6% of the market in 2021.
Pet food sales in Thailand were still primarily store-based, accounting for 83.3% of the market. Meanwhile, veterinary clinics held a 9.6% share, and the remaining 7.1% was e-commerce.
According to Mintel’s Global New Products Database (GNPD), Thailand launched 675 new pet food products between January 2016 and December 2021. The most popular categories were dog treats, dry dog food, and wet dog food.
Pets and pet-owning households
Pet population: historical results and forecast
| Pet type | 2016 | 2021 | CAGR (%) 2016-2021 | 2022 | 2026 | CAGR (%) 2021-2026 |
|---|---|---|---|---|---|---|
| Total pets | 16,519.1 | 18,499.8 | 2.3 | 18,921.3 | 20,792.1 | 2.4 |
| Dogs | 7,380.8 | 8,294.4 | 2.4 | 8,462.6 | 9,133.4 | 1.9 |
| – Under 9kg | 3,572.3 | 4,131.0 | 2.9 | 4,245.1 | 4,712.4 | 2.7 |
| – 9-23kg | 2,258.5 | 2,475.6 | 1.9 | 2,507.2 | 2,622.6 | 1.2 |
| – 23kg and above | 1,550.0 | 1,687.8 | 1.7 | 1,710.3 | 1,798.4 | 1.3 |
| Fish | 4,136.3 | 4,513.4 | 1.8 | 4,591.5 | 4,929.8 | 1.8 |
| Cats | 3,035.6 | 3,682.6 | 3.9 | 3,848.4 | 4,675.6 | 4.9 |
| Birds | 1,258.0 | 1,271.8 | 0.2 | 1,274.9 | 1,288.6 | 0.3 |
| Small mammals | 553.2 | 603.0 | 1.7 | 612.3 | 642.0 | 1.3 |
| Reptiles | 155.2 | 134.6 | −2.8 | 131.6 | 122.7 | -1.8 |
As of 2021, Thailand had 18.5 million pets, a significant increase from 16.5 million in 2016. Total pet population grew at a CAGR of 2.3% (2016–2021), and is forecast to rise to 2.4% (2021–2026).
In 2021, the most popular pets in Thailand were dogs, totaling 8.3 million, representing 44.8% of all pets. Within dogs, small dogs were the most common: 4.1 million in 2021, accounting for 49.8% of the total dog population. Fish ranked second with 4.5 million (24.4% share), and cats ranked third with 3.7 million (19.9% share).
Cats grew the fastest from 2016 to 2021. The cat population increased from 3.0 million to 3.7 million, with a CAGR of 3.9%. Growth is expected to accelerate further from 2021 to 2026, reaching 4.7 million cats by 2026 with an estimated CAGR of 4.9%.
Number of cat- and dog-owning households
| Pet tupe | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 | CAGR (%) 2016-2021 |
|---|---|---|---|---|---|---|---|
| Cats | 2,343.0 | 2,472.4 | 2,536.7 | 2,628.6 | 2,722.8 | 2,808.4 | 3.7 |
| – Share (%) | 10.0 | 10.4 | 10.4 | 10.7 | 10.9 | 11.1 | 2.1 |
| Dogs | 5,342.1 | 5,453.1 | 5,583.2 | 5,757.7 | 5,941.2 | 6,146.6 | 2.8 |
| – Share (%) | 22.8 | 22.9 | 23.0 | 23.4 | 23.7 | 24.3 | 1.3 |
From 2016 to 2021, the share of households owning cats rose from 10.0% to 11.1%, growing at 3.7% annually. Over the same period, the share of households owning dogs increased from 22.8% to 24.3%, growing at 2.8% annually. While dog-owning households remained higher overall, cat ownership grew faster.
Retail market size in Thailand
Pet food retail sales: historical results and forecast
| Category | 2016 | 2021 | CAGR (%) 2016-2021 | 2022 | 2026 | CAGR (%) 2021-2026 |
|---|---|---|---|---|---|---|
| Pet food total | 851.6 | 1,352.6 | 9.7 | 1,450.3 | 2,025.3 | 8.4 |
| – Dog food | 618.7 | 958.6 | 9.2 | 1,018.1 | 1,387.7 | 7.7 |
| – Cat food | 182.0 | 336.4 | 13.1 | 372.9 | 566.5 | 11.0 |
| – Fish food | 31.3 | 38.4 | 4.2 | 40.4 | 50.0 | 5.4 |
| – Bird food | 18.3 | 17.8 | −0.6 | 17.4 | 19.4 | 1.7 |
| – Small mammal/ reptile food | 1.2 | 1.4 | 3.1 | 1.5 | 1.7 | 4.0 |
From 2016 to 2021, Thailand’s pet food sales grew strongly due to both rising pet numbers and the premiumization of pet food. Pet owners increasingly “humanize” pets and treat them as family members. After experiencing the COVID-19 pandemic, consumers became more concerned not only about their own health, but also about their pets’ health. As a result, nutrient-rich premium pet foods have shown strong growth.
In 2021, dog food was the largest category, totaling USD 1.0 billion, representing 70.8% of the pet food market. The second largest category was cat food, with USD 0.3 billion and a 24.9% share. Together, dog and cat food accounted for 95.7% of total pet food sales.
Cat food grew the fastest from 2016 to 2021, with a CAGR of 13.1%, far exceeding the 3.9% CAGR of the cat population. Meanwhile, fish food grew at 4.2%, small mammal/reptile food at 3.1%, and bird food declined slightly at −0.6%.
Dog food sales also grew rapidly, with a CAGR of 9.2%, exceeding the 2.4% growth rate of the dog population. In the forecast period (2021–2026), cat food is expected to grow fastest (11.0% CAGR), while dog food is projected to grow at 7.7% CAGR.
By 2026, dog food sales are expected to reach USD 1.4 billion (68.5% share), while cat food is projected to reach USD 0.6 billion (28.0% share).
Key companies in the Thai market
Market share of pet food companies
| Company | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 | CAGR (%) 2016-2021 |
|---|---|---|---|---|---|---|---|
| Mars Inc | 34.4 | 35.3 | 36.0 | 36.4 | 36.8 | 37.2 | 1.6 |
| Charoen Pokphand Group | 18.3 | 18.7 | 19.3 | 19.9 | 20.5 | 20.8 | 2.6 |
| Hunter Group Ltd | 5.2 | 5.4 | 5.3 | 5.2 | 5.1 | 5.1 | -0.4 |
| Nestlé SA | 4.2 | 4.1 | 4.1 | 4.4 | 4.0 | 4.0 | -1.0 |
| Colgate-Palmolive Co | 4.2 | 4.0 | 3.7 | 3.6 | 3.5 | 3.5 | -3.6 |
| Betagro Agro Group PCL | 3.8 | 3.7 | 3.5 | 3.4 | 3.4 | 3.3 | -2.8 |
| See-All Aquariums Co Ltd | 1.7 | 1.6 | 1.5 | 1.5 | 1.4 | 1.4 | -3.8 |
| Thai Union Frozen Products PCL | 1.2 | 1.2 | 1.1 | 1.1 | 1.1 | 1.1 | -1.7 |
| Inaba Pet Food Co Ltd | N/A | N/A | 0.4 | 0.6 | 0.8 | 0.9 | N/A |
| Kingfisher Holdings Ltd | 0.6 | 0.5 | 0.5 | 0.5 | 0.4 | 0.4 | -7.8 |
| Private label | 2.3 | 2.3 | 2.1 | 2.0 | 1.9 | 1.8 | -4.8 |
| Others | 24.1 | 23.2 | 22.5 | 21.4 | 21.1 | 20.5 | -3.2 |
In 2021, the largest company in the pet food market was Mars Inc, with 37.2% share. Charoen Pokphand Group held 20.8%, and together these two companies increased their combined share from 52.7% in 2016 to 58.0% in 2021.
The next largest shares were held by Hunter Group Ltd (5.1%), Nestlé SA (4.0%), and Colgate-Palmolive Co (3.5%). Combined, the top five companies accounted for 70.6% of the market. Private label products remained very limited at 1.8%.
Market share of pet food brands
| Brand | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 | CAGR (%) 2016-2021 |
|---|---|---|---|---|---|---|---|
| Pedigree (Mars Inc) | 22.4 | 23.3 | 23.9 | 23.9 | 23.7 | 23.4 | 0.9 |
| Royal Canin (Mars Inc) | 7.1 | 7.0 | 7.1 | 7.4 | 7.6 | 8.0 | 2.4 |
| Jerhigh (Charoen Pokphand Group) | 5.2 | 5.5 | 6.0 | 6.4 | 6.5 | 6.7 | 5.2 |
| Whiskas (Mars Inc) | 4.4 | 4.4 | 4.5 | 4.6 | 5.0 | 5.2 | 3.4 |
| SmartHeart (Charoen Pokphand Group) | 4.4 | 4.4 | 4.5 | 4.6 | 4.8 | 4.7 | 1.3 |
| Me-O (Charoen Pokphand Group) | 3.5 | 3.6 | 3.7 | 3.8 | 4.3 | 4.5 | 5.2 |
| Sleeky (Hunter Group Ltd) | 4.1 | 4.3 | 4.5 | 4.3 | 4.3 | 4.4 | 1.4 |
| Hill’s Science Diet (Colgate-Palmolive Co) | 4.2 | 4.0 | 3.7 | 3.6 | 3.5 | 3.5 | -3.6 |
| A Pro (Charoen Pokphand Group) | 2.7 | 2.7 | 2.7 | 2.7 | 2.6 | 2.6 | -0.8 |
| ONE (Nestlé SA) | 1.5 | 1.5 | 1.6 | 1.6 | 1.8 | 2.0 | 5.9 |
| Private label | 1.7 | 1.6 | 1.5 | 1.5 | 1.4 | 1.4 | -3.8 |
| Others | 38.8 | 37.7 | 36.3 | 35.6 | 34.5 | 33.6 | -2.8 |
In 2021, three of the top five brands were owned by Mars Inc (Pedigree, Royal Canin, Whiskas), while the other two belonged to Charoen Pokphand Group (Jerhigh, SmartHeart). Pedigree alone accounted for 23.4% of the total market, up from 22.4% in 2016.
Royal Canin ranked second with 8.0%, up from 7.1% in 2016. Jerhigh held 6.7%, Whiskas 5.2%, and SmartHeart 4.7%. Among the top five, Jerhigh grew the fastest, increasing from 5.2% in 2016 to 6.7% in 2021.
Dog food market
Dog food retail sales: historical results
| Category | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 |
|---|---|---|---|---|---|---|
| Total dog food | 618.7 | 697.0 | 774.5 | 846.8 | 898.4 | 958.6 |
| Dry dog food | 406.4 | 451.3 | 493.2 | 533.0 | 562.6 | 593.9 |
| – Economy | 104.3 | 114.4 | 122.8 | 128.9 | 137.2 | 145.0 |
| – Mid-priced | 213.4 | 242.9 | 269.4 | 293.0 | 306.5 | 318.5 |
| – Premium | 88.7 | 94.0 | 101.0 | 111.1 | 118.9 | 130.4 |
| Wet dog food | 90.6 | 101.5 | 111.5 | 121.0 | 128.1 | 135.1 |
| -Economy | 5.4 | 5.6 | 5.9 | 6.0 | 6.2 | 6.4 |
| – Mid-priced | 74.0 | 83.4 | 91.8 | 99.7 | 105.4 | 110.6 |
| – Premium | 11.2 | 12.5 | 13.8 | 15.3 | 16.5 | 18.1 |
| Treats | 121.7 | 144.2 | 169.8 | 192.8 | 207.8 | 229.5 |
Growth rates in retail sales (actual)
| Category | Sales growth (%) 2020-2021 | CAGR (%) 2016-2021 | Total sales growth (%) 2016-2021 |
|---|---|---|---|
| Total dog food | 6.7 | 9.2 | 54.9 |
| Dry dog food | 5.6 | 7.9 | 46.1 |
| – Economy | 5.7 | 6.8 | 39.0 |
| – Mid-priced | 3.9 | 8.3 | 49.3 |
| – Premium | 9.7 | 8.0 | 47.0 |
| Wet dog food | 5.5 | 8.3 | 49.1 |
| – Economy | 3.2 | 3.5 | 18.5 |
| – Mid-priced | 4.9 | 8.4 | 49.5 |
| – Premium | 9.7 | 10.1 | 61.6 |
| Treats | 10.4 | 13.5 | 88.6 |
Despite economic slowdown during the COVID-19 pandemic, dog food consumption continued to rise. During the pandemic, many owners began paying more attention to dogs’ health, which reinforced the trend of treating dogs as family members.
In Thailand, it used to be common to feed dogs leftover human food, but today’s dog owners increasingly prefer premium foods regarded as healthier. Thai dog owners appear to favor complete and balanced foods featuring high protein or organic positioning. Interest in dog treats has also grown significantly as owners try to please their dogs.
In 2021, total dog food sales reached USD 1.0 billion, growing from USD 0.6 billion in 2016 (CAGR 9.2%). This far outpaced the 2.4% growth in Thailand’s dog population over the same period.
In 2021, dry dog food accounted for USD 0.59 billion, representing 62.0% of the dog food market. Within dry dog food, economy products represented 24.4%, mid-priced products 53.6%, and premium products 22.0%. Dog treats reached USD 0.2 billion, representing 23.9% of the total dog food market.
Wet dog food accounted for the remaining USD 0.1 billion (14.1% share). Within wet food, economy products were USD 6 million (4.7% of wet), mid-priced products were USD 0.1 billion (81.9%), and premium products were USD 20 million (13.4%).
From 2016 to 2021, dog treats grew the fastest, reflecting the growing “pet pampering” trend. Dog treats had a CAGR of 13.5% and similar growth is expected in the 2021–2026 forecast period.
Dog food retail sales forecast
| Category | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|
| Total dog food | 1018.1 | 1109.7 | 1195.4 | 1287.7 | 1387.7 |
| Dry dog food | 624.2 | 663.5 | 703.1 | 741.7 | 779.4 |
| – Economy | 152.6 | 162.5 | 172.4 | 182.1 | 191.7 |
| – Mid-priced | 329.5 | 344.8 | 359.9 | 374.0 | 387.2 |
| – Premium | 142.1 | 156.2 | 170.8 | 185.6 | 200.5 |
| Wet dog food | 141.8 | 150.7 | 159.4 | 167.7 | 175.8 |
| – Economy | 6.6 | 6.9 | 7.2 | 7.5 | 7.7 |
| – Mid-priced | 115.5 | 122.1 | 128.4 | 134.3 | 140.0 |
| – Premium | 19.7 | 21.7 | 23.8 | 25.9 | 28.1 |
| Treats | 252.1 | 295.5 | 332.9 | 378.3 | 432.5 |
Forecast growth rates of retail sales
| Category | Sales growth (%) 2021-2022 | CAGR (%) 2021-2026 | Total sales growth (%) 2021-2026 |
|---|---|---|---|
| Total dog food | 6.2 | 7.7 | 44.8 |
| Dry dog food | 5.1 | 5.6 | 31.2 |
| – Economy | 5.2 | 5.7 | 32.2 |
| – Mid-priced | 3.5 | 4.0 | 21.6 |
| – Premium | 9.0 | 9.0 | 53.8 |
| Wet dog food | 5.0 | 5.4 | 30.1 |
| – Economy | 3.1 | 3.8 | 20.3 |
| – Mid-priced | 4.4 | 4.8 | 26.6 |
| – Premium | 8.8 | 9.2 | 55.2 |
| Treats | 9.8 | 13.5 | 88.5 |
From 2021 to 2026, dry dog food is expected to grow slightly faster than wet dog food (dry: 5.6% CAGR, wet: 5.4% CAGR). Premium products are expected to grow fastest in both categories, while mid-priced dog food remains the most popular segment.
By 2026, total dog food sales are forecast to reach USD 1.4 billion. Of this, dry food is expected to account for USD 0.8 billion (56.2%), treats for USD 0.4 billion (31.2%), and wet food for USD 0.2 billion (12.7%).
Company shares in the dog food market
| Company | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 | CAGR (%) 2016-2021 |
|---|---|---|---|---|---|---|---|
| Mars Inc | 37.3 | 38.3 | 38.9 | 39.2 | 39.7 | 40.0 | 1.4 |
| Charoen Pokphand Group | 16.6 | 17.1 | 17.8 | 18.5 | 19.1 | 19.6 | 3.4 |
| Hunter Group Ltd | 5.6 | 5.9 | 6.1 | 5.9 | 6.0 | 6.2 | 2.1 |
| Betagro Agro Group PCL | 5.3 | 5.0 | 4.8 | 4.7 | 4.7 | 4.7 | -2.4 |
| Colgate-Palmolive Co | 5.1 | 4.8 | 4.5 | 4.4 | 4.3 | 4.3 | -3.4 |
| Nestlé SA | 1.9 | 1.8 | 1.8 | 1.9 | 1.2 | 1.1 | -10.4 |
| Thai Union Frozen Products PCL | 0.7 | 0.7 | 0.7 | 0.6 | 0.6 | 0.6 | -3.0 |
| Breeder’s Choice Pet Foods Inc | 0.3 | 0.3 | 0.3 | 0.3 | 0.2 | 0.2 | -7.8 |
| Pet Supply Co Ltd | 0.3 | 0.3 | 0.2 | 0.2 | 0.2 | 0.2 | -7.8 |
| Kingfisher Holdings Ltd | 0.3 | 0.2 | 0.2 | 0.2 | 0.2 | 0.2 | -7.8 |
| Private label | 2.6 | 2.4 | 2.3 | 2.2 | 2.1 | 2.0 | -5.1 |
| Others | 24.0 | 23.2 | 22.4 | 21.9 | 21.7 | 20.9 | -2.7 |
In 2021, Thailand’s dog food market was led by international companies such as Mars Inc, which alone held 40.0% share. In particular, global companies were more dominant in mid-priced and premium segments, while domestic Thai companies tended to have stronger presence in the economy segment.
Premiumization benefits global players, but Thai domestic companies are also increasingly focused on developing premium offerings. After Mars, the next largest company was Charoen Pokphand Group (19.6%), followed by Hunter Group Ltd (6.2%), Betagro Agro Group PCL (4.7%), and Colgate-Palmolive Co (4.3%).
Cat food market
Cat food retail sales: historical results
| Category | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 |
|---|---|---|---|---|---|---|
| Total cat food | 182.2 | 204.9 | 228.0 | 257.2 | 297.9 | 336.2 |
| Dry cat food | 120.0 | 134.1 | 148.6 | 166.6 | 195.4 | 220.9 |
| – Economy | 5.8 | 6.5 | 7.1 | 7.9 | 8.3 | 8.9 |
| – Mid-priced | 75.3 | 84.0 | 92.6 | 102.7 | 122.6 | 137.1 |
| – Premium | 38.9 | 43.6 | 48.9 | 56.0 | 64.5 | 74.9 |
| Wet cat food | 43.9 | 49.0 | 53.8 | 59.3 | 66.3 | 72.7 |
| – Economy | 6.5 | 6.9 | 7.1 | 7.3 | 7.3 | 7.5 |
| – Mid-priced | 32.6 | 36.7 | 40.6 | 45.0 | 51.5 | 56.8 |
| – Premium | 4.8 | 5.4 | 6.1 | 7.0 | 7.5 | 8.4 |
| Treats | 18.3 | 21.8 | 25.6 | 31.3 | 36.2 | 42.6 |
Similar to dog food, cat food demand has been rising due to pet humanization and premiumization trends. The COVID-19 pandemic accelerated these trends, as owners spent more time at home and formed closer bonds with pets. In particular, health-focused and nutrient-rich cat foods are increasingly popular as products designed to meet cats’ individual needs.
Products positioned as low-sodium and low-fat while rich in nutrients such as omega-6 and zinc have gained attention. As competition intensifies in premium segments, new launches are increasingly focused on functional and organic health foods.
Growth in cat ownership has also supported expansion. Although cats are still less common than dogs, cat popularity is rising rapidly. As Thailand shifts toward a society with more single people, couples without children, and older adults, cats are increasingly popular as comforting companions. Cats are also easier to care for than dogs and therefore appeal to busy consumers.
During the pandemic, stockpiling boosted sales, but in 2021 growth slowed slightly due to accumulated inventory.
In 2021, total cat food sales were USD 336.2 million, up from USD 182.0 million in 2016. Of this, dry cat food accounted for USD 220.9 million (65.7%). Within dry cat food, economy products were USD 8.9 million (4.0%), mid-priced products were USD 137.1 million (62.1%), and premium products were USD 74.9 million (33.9%).
Wet cat food was the next most popular category, with USD 72.7 million (21.6% share). In wet food, mid-priced products held 78.1% share, with the remainder split between premium and economy. Cat treats reached USD 42.6 million, accounting for the remaining 12.7% of the cat food market.
小売売上高 実績の成長率
| Category | Sales growth (%) 2020-2021 | CAGR (%) 2016-2021 | Total sales growth (%) 2016-2021年 |
|---|---|---|---|
| Total cat food | 12.9 | 13.0 | 84.5 |
| Dry cat food | 13.1 | 13.0 | 84.1 |
| – Economy | 7.2 | 8.9 | 53.4 |
| – Mid-priced | 11.8 | 12.7 | 82.1 |
| – Premium | 16.1 | 14.0 | 92.5 |
| Wet cat food | 9.7 | 10.6 | 65.6 |
| – Economy | 2.7 | 2.9 | 15.4 |
| – Mid-priced | 10.3 | 11.7 | 74.2 |
| – Premium | 12.0 | 11.8 | 75.0 |
| Treats | 17.7 | 18.4 | 132.8 |
From 2016 to 2021, cat treats grew the fastest (CAGR 18.4%). Dry cat food grew at 13.0%, and wet cat food at 10.6%. Premium products grew fastest, while economy products grew most slowly. From 2021 to 2026, cat treats and premium dry cat food are expected to show the highest growth.
Cat food retail sales forecast
| Category | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|
| Total cat food | 372.9 | 418.2 | 465.8 | 515.0 | 566.5 |
| Dry cat food | 245.8 | 275.3 | 306.9 | 340.5 | 376.0 |
| – Economy | 9.5 | 10.1 | 10.7 | 11.3 | 11.9 |
| – Mid-priced | 150.3 | 166.3 | 182.8 | 199.9 | 217.8 |
| – Premium | 86.0 | 98.9 | 113.4 | 129.3 | 146.3 |
| Wet cat food | 79.1 | 86.9 | 95.0 | 103.1 | 111.6 |
| – Economy | 7.7 | 8.0 | 8.3 | 8.5 | 8.8 |
| – Mid-priced | 62.1 | 68.5 | 75.2 | 82.0 | 89.0 |
| – Premium | 9.3 | 10.4 | 11.5 | 12.6 | 13.8 |
| Treats | 48.0 | 56.0 | 63.9 | 71.4 | 78.9 |
Forecast growth rates of retail sales
| Category | Sales growth (%) 2021-2022 | CAGR (%) 2021-2026 | Total sales growth (%) 2021-2026 |
|---|---|---|---|
| Total cat food | 10.9 | 11.0 | 68.5 |
| Dry cat food | 11.3 | 11.2 | 70.2 |
| – Economy | 6.7 | 6.0 | 33.7 |
| – Mid-priced | 9.6 | 9.7 | 58.9 |
| – Premium | 14.8 | 14.3 | 95.3 |
| Wet cat food | 8.8 | 8.9 | 53.5 |
| – Economy | 2.7 | 3.2 | 17.3 |
| – Mid-priced | 9.3 | 9.4 | 56.7 |
| – Premium | 10.7 | 10.4 | 64.3 |
| Treats | 12.7 | 13.1 | 85.2 |
Company shares in the cat food market
| Company | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 | CAGR (%) 2016-2021 |
|---|---|---|---|---|---|---|---|
| Mars Inc | 34.3 | 34.4 | 34.7 | 35.2 | 35.3 | 35.6 | 0.7 |
| Charoen Pokphand Group | 20.3 | 20.6 | 21.0 | 21.3 | 21.9 | 22.3 | 1.9 |
| Nestlé SA | 13.2 | 13.1 | 12.9 | 13.5 | 13.3 | 13.2 | 0.0 |
| Inaba Pet Food Co Ltd | N/A | N/A | 1.7 | 2.8 | 3.2 | 3.6 | N/A |
| Hunter Group Ltd | 3.8 | 3.9 | 4.0 | 4.0 | 3.3 | 3.0 | -4.6 |
| Thai Union Frozen Products PCL | 3.0 | 3.0 | 3.0 | 2.9 | 2.8 | 2.6 | -2.8 |
| Colgate-Palmolive Co | 2.3 | 2.2 | 2.0 | 1.9 | 1.7 | 1.6 | -7.0 |
| Kingfisher Holdings Ltd | 1.7 | 1.6 | 1.5 | 1.4 | 1.2 | 1.1 | -8.3 |
| Private label | 2.2 | 2.2 | 2.1 | 1.8 | 1.6 | 1.5 | -7.4 |
| Others | 19.2 | 19.0 | 17.1 | 15.2 | 15.7 | 15.5 | -4.2 |
In 2021, Mars Inc ranked first in cat food sales with 35.6% share. However, Mars’ strength is driven primarily by popularity in mid-priced brands, while competition in premium segments is intensifying. The second-largest player was Charoen Pokphand Group (22.3%), followed by Nestlé SA (13.2%), Inaba Pet Food Co Ltd (3.6%), and Hunter Group Ltd (3.0%).
Other pet food markets
Other pet food categories did not benefit as strongly as dog and cat food. During the COVID-19 pandemic, household budgets were squeezed, and consumption decreased in some segments. However, as more households installed aquariums to create a more comfortable living environment, demand for fish food increased.
Consumer interest in pet health rose to some extent, and brands offering health-oriented foods are becoming increasingly popular. In particular, products made with organic ingredients are gaining attention. These trends are expected to benefit overseas brands with broad portfolios of additive-free, chemical-free products. High-protein products are also very popular, and overseas brands are expected to target younger consumers who show higher interest in Western products.
Retail sales: historical results
| Category | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 |
|---|---|---|---|---|---|---|
| 他Other pet food (total) | 50.8 | 53.1 | 52.9 | 55.6 | 56.5 | 57.6 |
| – Fish | 31.3 | 33.1 | 32.5 | 34.8 | 36.3 | 38.4 |
| – Birds | 18.3 | 18.8 | 19.1 | 19.4 | 18.8 | 17.8 |
| – Small mammals | 1.2 | 1.2 | 1.3 | 1.4 | 1.4 | 1.4 |
In 2021, total sales of other pet foods reached USD 57.6 million, with most of the sales coming from fish food. Fish food totaled USD 38.4 million, accounting for 66.7% of the “other” category. Bird food was USD 17.8 million (30.9%), and small mammal/reptile food was USD 1.4 million (2.4%).
Growth rates in retail sales (actual)
| Category | Sales growth (%) 2020-2021 | CAGR (%) 2016-2021 | Total sales growth (%) 2016-2021 |
|---|---|---|---|
| 他のペットフード（合計） | 1.9 | 2.5 | 13.4 |
| – Fish | 5.8 | 4.2 | 22.7 |
| – Birds | -5.3 | -0.6 | -2.7 |
| – Small mammals | 0.0 | 3.1 | 16.7 |
Fish food grew fastest from 2016 to 2021, supported by rising fish ownership, with sales growing at 4.2% CAGR. In contrast, bird food declined slightly (CAGR −0.6%) after modest growth from 2016 to 2019 and contraction during the pandemic. Small mammal/reptile food grew at about 3.1% CAGR.
Retail sales forecast
| Category | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|
| Other pet food (total) | 59.3 | 62.3 | 65.3 | 68.2 | 71.1 |
| – Fish | 40.4 | 43.0 | 45.4 | 47.8 | 50.0 |
| – Birds | 17.4 | 17.8 | 18.3 | 18.8 | 19.4 |
| – Small mammals | 1.5 | 1.5 | 1.6 | 1.6 | 1.7 |
Forecast growth rates of retail sales
| Category | Sales growth (%) 2021-2022 | CAGR (%) 2021-2026 | Total sales growth (%) 2021-2026 |
|---|---|---|---|
| Other pet food (total) | 3.0 | 4.3 | 23.4 |
| – Fish | 5.2 | 5.4 | 30.2 |
| – Birds | -2.2 | 1.7 | 9.0 |
| – Small mammals | 7.1 | 4.0 | 21.4 |
From 2021 to 2026, growth in other pet foods is expected to accelerate as COVID-related restrictions ease. Fish food is expected to grow fastest at 5.4% CAGR, followed by small mammal/reptile food at 4.0% CAGR.
Small mammal/reptile food is expected to show particularly strong growth from 2021 to 2022 (7.1%). Bird food is expected to return to positive growth, but its CAGR from 2021 to 2026 is projected at 1.7%, and by 2026 it is expected to recover to the 2019 peak level.
Company shares in other pet food markets
| Company | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 | CAGR (%) 2016-2021 |
|---|---|---|---|---|---|---|---|
| Charoen Pokphand Group | 32.0 | 32.9 | 35.2 | 34.9 | 34.3 | 33.9 | 1.2 |
| See-All Aquariums Co Ltd | 28.3 | 28.4 | 30.4 | 30.9 | 31.7 | 32.9 | 3.1 |
| Versele-Laga NV | 3.4 | 3.9 | 3.7 | 3.4 | 3.3 | 3.1 | -1.8 |
| Hunter Group Ltd | 5.4 | 5.4 | N/A | N/A | N/A | N/A | N/A |
| Private label | 0.4 | 0.3 | 0.3 | 0.2 | 0.2 | 0.2 | -12.9 |
| Others | 30.5 | 29.1 | 30.4 | 30.6 | 30.5 | 29.9 | -0.4 |
In other pet food markets, domestic companies have a stronger presence than in dog and cat food. In 2021, the leading player was Charoen Pokphand Group (33.9%), followed closely by See-All Aquariums Co Ltd (32.9%), and Hunter Group Ltd (3.1%) ranked third.
Distribution channels
Share by distribution channel
| Channel | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 | CAGR (%) 2016-2021 |
|---|---|---|---|---|---|---|---|
| Store-based retail | 85.8 | 85.4 | 85.5 | 85.3 | 83.5 | 83.3 | -0.6 |
| 1. Grocery retailers | 49.7 | 49.1 | 48.8 | 48.1 | 49.5 | 49.4 | -0.1 |
| 1.1. Supermarkets | 38.7 | 38.4 | 38.3 | 37.9 | 39.9 | 40.0 | 0.7 |
| 1.1.1. Hypermarkets | 28.6 | 28.3 | 28.1 | 27.8 | 29.1 | 29.1 | 0.3 |
| 1.1.2. Supermarkets | 10.1 | 10.1 | 10.2 | 10.1 | 10.8 | 10.9 | 1.5 |
| 1.2. Convenience stores | 11.0 | 10.7 | 10.5 | 10.2 | 9.6 | 9.4 | -3.1 |
| 2. Non-grocery specialists | 36.1 | 36.3 | 36.7 | 37.2 | 34.0 | 33.9 | -1.2 |
| 2.1. Pet superstores | 0.7 | 0.7 | 0.7 | 0.7 | 0.6 | 0.6 | -3.0 |
| 2.2. Pet shops | 35.4 | 35.6 | 36.0 | 36.5 | 33.4 | 33.3 | -1.2 |
| Non-store retail | 4.2 | 4.7 | 5.3 | 5.5 | 6.9 | 7.1 | 11.1 |
| 1. E-commerce | 4.2 | 4.7 | 5.3 | 5.5 | 6.9 | 7.1 | 11.1 |
| Non-retail outlets | 9.9 | 9.8 | 9.3 | 9.2 | 9.6 | 9.6 | -0.6 |
| 1. Veterinary clinics | 9.9 | 9.8 | 9.3 | 9.2 | 9.6 | 9.6 | -0.6 |
Most pet food sales in Thailand were conducted through store-based retail, accounting for 83.3% of sales in 2021. The rest was split between veterinary clinics (9.6%) and e-commerce (7.1%).
Within store-based retail, grocery retailers accounted for about half of sales. Hypermarkets represented 34.9% of store-based retail and 29.1% of total pet food sales. Supermarkets represented 13.1% of store-based retail and 10.9% of total sales.
Convenience stores accounted for 11.3% of store-based retail and 9.4% of total pet food sales. Non-grocery specialists formed another large segment, accounting for 40.7% of store-based retail and 33.9% of total pet food sales, largely driven by pet shops.
In 2021, cat owners were particularly active in physical retail channels. Hypermarkets stood out for cat food distribution (38.5% share), compared with dog food (26.6%) and other pet foods (15.3%). Supermarkets also had a higher share in cat food (13.5%) than in dog food (10.0%) or other pet foods (10.3%). E-commerce played a bigger role in cat food distribution as well (8.4%), while pet shops were more popular among dog owners, accounting for 35.7% of dog food sales (vs. 28.9% for cat food).
From 2016 to 2021, store-based retail and veterinary clinics lost share, while e-commerce grew rapidly. Supermarkets and hypermarkets benefited because they remained open during the pandemic. Meanwhile, convenience stores and non-grocery specialists struggled and both lost share. With COVID-19 disruptions easing, store-based retail sales are expected to increase again.
Major import source countries into Thailand
| Country | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 | CAGR (%) 2016-2021 | Share (%) 2021 |
|---|---|---|---|---|---|---|---|---|
| South Korea | 0.1 | 0.0 | 0.0 | 3.8 | 17.4 | 21.0 | 191.4 | 31.5 |
| China | 0.8 | 0.2 | 0.2 | 0.2 | 3.7 | 14.5 | 78.5 | 21.8 |
| United States | 9.4 | 10.5 | 11.9 | 12.4 | 14.8 | 12.7 | 6.2 | 19.1 |
| France | 15.1 | 16.6 | 18.5 | 17.7 | 7.2 | 5.4 | -18.6 | 8.1 |
| Australia | 5.8 | 6.4 | 3.6 | 4.0 | 2.6 | 4.2 | -6.3 | 6.3 |
| Austria | 2.0 | 2.4 | 2.6 | 2.8 | 3.2 | 3.9 | 14.3 | 5.9 |
| Canada | 1.0 | 0.9 | 1.0 | 1.0 | 1.2 | 1.9 | 13.7 | 2.9 |
| Hungary | 0 | N/A | N/A | N/A | 0.2 | 0.4 | N/A | 0.6 |
| United Kingdom | 0.1 | 0.1 | 0.3 | 0.3 | 0.3 | 0.4 | 32.0 | 0.6 |
In 2021, the three largest supplier countries of pet food imports into Thailand were South Korea (31.5%), China (21.8%), and the United States (19.1%). In recent years, exports from South Korea and China surged, even though both countries had minimal share until 2018.
Meanwhile, the United States remained a key exporter over a longer period, growing at a CAGR of 6.2% (2016–2021) and continuing to be a major supplier. France had once been a major exporter to Thailand, but its share dropped sharply after 2020. Even so, France remained the fourth-largest exporter.
Imports of pet food for dogs, cats, rabbits, and others (excluding fresh or dried plants) are regulated by Thailand’s Department of Livestock Development under the Ministry of Agriculture and Cooperatives. Exporters wishing to sell dog and cat food in Thailand must register these products with the department and obtain import permission.
Pet foods for birds, rodents, and fish are also regulated and must be notified to authorities upon import entry. However, bird, rodent, and fish foods are exempt from registration and import permit requirements. Rabbit food consisting of fresh or dried plants is regulated by the Ministry of Agriculture (Flanders Investment and Trade).
New product launches in Thailand
New product types
| Category | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 | Total |
|---|---|---|---|---|---|---|---|
| Total launches | 129 | 116 | 118 | 105 | 112 | 95 | 675 |
| Top categories ⇓ | – | – | – | – | – | – | – |
| Dog treats | 56 | 52 | 45 | 45 | 49 | 35 | 282 |
| Dry dog food | 16 | 27 | 16 | 22 | 17 | 12 | 110 |
| Wet dog food | 19 | 15 | 26 | 12 | 14 | 7 | 93 |
| Dry cat food | 15 | 11 | 12 | 9 | 15 | 17 | 79 |
| Wet cat food | 12 | 3 | 14 | 8 | 7 | 12 | 56 |
According to Mintel GNPD, Thailand launched 675 pet food products from January 2016 to December 2021. Over this period, the number of launches declined: there were 129 launches in 2016, falling to 95 in 2021, with an average annual decline of −5.9%.
The largest category was dog treats (282 launches, 41.8% of total). Dry dog food accounted for 110 launches (16.3%), and wet dog food for 93 launches (13.8%).
Top product claims
| Claim | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 | Total |
|---|---|---|---|---|---|---|---|
| Total launches | 129 | 116 | 118 | 105 | 112 | 95 | 675 |
| Top categories ⇓ | – | – | – | – | – | – | – |
| Skin & coat care | 45 | 41 | 31 | 50 | 41 | 39 | 247 |
| For adult pets | 40 | 40 | 35 | 37 | 38 | 45 | 235 |
| Vitamin/mineral fortified | 17 | 30 | 49 | 46 | 42 | 47 | 231 |
| Social media | 22 | 38 | 33 | 29 | 40 | 31 | 193 |
| Musculoskeletal support | 34 | 27 | 21 | 36 | 41 | 29 | 188 |
The leading claims were skin & coat care (247 products, 36.6%), adult positioning (235 products, 34.8%), and vitamin/mineral fortification (231 products, 34.2%).
Price range of new products
| Price range | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 | Total |
|---|---|---|---|---|---|---|---|
| Total launches | 129 | 116 | 118 | 105 | 112 | 95 | 675 |
| Top categories ⇓ | – | – | – | – | – | – | – |
| USD 0.31 – 4.30 | 104 | 81 | 90 | 73 | 83 | 68 | 499 |
| USD 4.31 – 8.30 | 22 | 25 | 23 | 23 | 21 | 23 | 137 |
| USD 8.31 – 12.30 | 2 | 8 | 2 | 6 | 4 | 4 | 26 |
| USD 12.31 – 16.30 | 0 | 0 | 2 | 1 | 3 | 0 | 6 |
| USD 16.31 – 21.00 | 0 | 2 | 1 | 1 | 1 | 0 | 5 |
The most common price range was USD 0.31–4.30, accounting for 73.9% of products launched.
Packaging types
| Packaging type | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 | Total |
|---|---|---|---|---|---|---|---|
| Total launches | 129 | 116 | 118 | 105 | 112 | 95 | 675 |
| Top categories ⇓ | – | – | – | – | – | – | – |
| Flexible packaging | 55 | 54 | 33 | 40 | 47 | 22 | 251 |
| Pouch | 27 | 29 | 39 | 33 | 32 | 35 | 195 |
| Sachet | 18 | 17 | 26 | 12 | 13 | 17 | 103 |
| Can | 18 | 11 | 13 | 12 | 8 | 8 | 70 |
The top three packaging formats were flexible packaging (251 products, 37.2%), pouches (195 products, 28.9%), and sachets (103 products, 15.3%).
Type of launch (what changed)
| Launch type | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 | Total |
|---|---|---|---|---|---|---|---|
| Total launches | 129 | 116 | 118 | 105 | 112 | 95 | 675 |
| Top categories ⇓ | – | – | – | – | – | – | – |
| SKUs extension | 43 | 55 | 46 | 39 | 54 | 37 | 274 |
| New product | 59 | 29 | 55 | 41 | 40 | 31 | 255 |
| New packaging design | 17 | 26 | 11 | 14 | 8 | 12 | 88 |
| Relaunch | 10 | 6 | 5 | 7 | 9 | 15 | 52 |
| New recipe | 0 | 0 | 1 | 4 | 1 | 0 | 6 |
The most common launch types were line extensions (274 products, 40.6%), followed by new products (255 products, 37.8%) and new packaging designs (88 products, 13.0%).
Flavor types
| Flavor | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 | Total |
|---|---|---|---|---|---|---|---|
| Total launches | 129 | 116 | 118 | 105 | 112 | 95 | 675 |
| Top categories ⇓ | – | – | – | – | – | – | – |
| Chicken | 21 | 8 | 9 | 9 | 16 | 11 | 74 |
| Plain | 12 | 18 | 8 | 12 | 13 | 8 | 71 |
| Beef | 8 | 7 | 6 | 8 | 5 | 5 | 39 |
| Salmon | 5 | 2 | 4 | 3 | 11 | 4 | 29 |
| Tuna | 5 | 4 | 4 | 4 | 4 | 7 | 28 |
The most popular flavor was chicken (74 launches, 10.9%), followed by plain (71 launches, 10.5%). Beef ranked third (39 launches, 5.8%).
Most-used ingredients
| Ingredient | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 | Total |
|---|---|---|---|---|---|---|---|
| Total launches | 129 | 116 | 118 | 105 | 112 | 95 | 675 |
| Top categories ⇓ | – | – | – | – | – | – | – |
| Vitamin | 35 | 41 | 51 | 34 | 43 | 42 | 246 |
| Chicken | 52 | 34 | 46 | 41 | 38 | 35 | 246 |
| Mineral | 35 | 38 | 42 | 33 | 40 | 39 | 227 |
| Food coloring | 50 | 30 | 36 | 27 | 39 | 38 | 220 |
| Preservatives | 41 | 34 | 35 | 36 | 38 | 34 | 218 |
Vitamins and chicken were the most frequently used ingredients, each appearing in 246 products. Overall, 36.4% of new product launches contained these components.