Last week, Pet Fair Asia 2024 took place over five days in Shanghai, and it was the largest edition of the event so far. It featured over 2,500 exhibitors and occupied a massive 300,000 square meters of exhibit space at the Shanghai International Expo Centre in Pudong. The scale of the event was huge, with more than 100,000 industry professionals from around the world attending, including delegations from Southeast Asia, East Asia, North America, and Europe.
The expo opened to the public at the weekend, with over 200,000 curious consumers descending on the venue to grasp free samples and take a peek at the latest gadgets and products, from toys to treats and furniture to healthcare.
The team from United Media Solution provided the booth design and marketing support for our client, New Zealand Riverland Foods, as they exhibited at the expo for the first time. It was great to attend the expo with several of the UMS team and the Riverland team to answer as many questions as possible from interested trade visitors.
UMS has worked with various FMCG brands over the years, including pet food companies, and it was great to leverage this experience for the expo and connect with other brands from New Zealand.
Growth in China’s Pet Ownership
The pet industry in China has seen significant growth in recent years, driven by demographic changes and shifting cultural attitudes. A report from Goldman Sachs predicts that by the end of 2024 the number of pets in urban areas of China will surpass the number of children under the age of four. This trend is projected to continue, with the number of pets expected to outnumber young children by a ratio of 2 to 1 by 2030.
This follows trends in developing markets as consumers have more disposable income spare for pets and more independent living situations (SINKs and DINK – Single/Double Income No Kids) A pet report for the North American market (NAR Report) stating that 70% of American households owned a pet in 2022, up from 56% in 1988.
In March last year, Bloomberg Intelligence published its Pet Economy Report, which forecasted that the global pet industry is expected to increase in size from $320 billion to $500 billion by 2030 as the worldwide pet population continues to grow[i].
In China, the growth in pet ownership is mostly among younger generations, who are increasingly choosing pets over starting families. Many professionals are also delaying marriage and deciding to live with a furry friend instead first. Older couples and singles are also increasing their pet ownership, as the trend of older parents living with their adult children has waned in recent years.
Expanding Market for Pet Products
This increase in pet ownership has directly contributed to the expansion of China’s pet industry. The market, valued at approximately US $113 billion) last year, is expected to grow to US$155 billion by 2025. Pet food is a particularly fast-growing segment, with expectations that it will become a US$12 billion market by 2030. The quality and consistency of vet care is continuing to improve, but many owners seek out the best quality pet food to guarantee pet health.
The popularity of cats, which require less space than dogs and are more suited to apartment living, is contributing to a higher growth rate in cat food sales, which are projected to increase by 10% annually.
This has also led to increased spending on various pet-related products and services. From pet furniture to enhance apartment living spaces, through to sophisticated gadgets and accessories, Chinese pet owners are willing to invest heavily in their pets’ well-being.
The trend toward premiumisation in the pet market is show clearly in the growing demand for advanced pet tech products such as smart feeders, health monitors, and interactive toys. Some automated pet feeders include CCTV which owners can monitor while they are away from home to check in on their pets. Advanced models include red light ‘lasers’ so that owners can spend a few minutes playing with their cat remotely.
Pet Fair Asia 2024 is sure to offer a detailed view of the rapidly evolving pet industry in China, which remains a crucial market for global businesses to sell to. Additionally, China’s role as a key sourcing market for the global pet industry is underscored by the various international delegations planning to attend. Many of these are now benefiting from the visa free waiver, allowing 15 days to conduct expo business, and explore some of China at the same time.
The expo also will be an important pulse check as local distributors discuss the current consumer appetite across dozens of cities and provinces in China. Locals and international visitors alike are on the hunt for pockets of growth to double down on.
[i] MSN Bloomberg Intelligence Report,
Other sources:
