Singaporeans pampering ‘fur kids’ spur pet care market boom

They are spending on swimming lessons, pet yoga, pilates and more.

People who treat pets with a higher level of care, attention and luxury are driving the demand for premium pet products and services in Singapore, as more owners see their pets as family members.

“Whilst the volume of pet care products sold has remained relatively stable, the value of the market has risen sharply,” Daniel Choy, CEO at Petico and Perromart, told Retail Asia. “The average spending is about $195 a month per pet, a significant increase from the previous year.”

Singapore’s pet care market is projected to grow 22% to $111.9m this year from 2020, according to Pet Fair Southeast Asia.

Amongst Southeast Asian markets, Singapore is at the forefront of pet care premiumisation, Choy said, adding that whilst the market is small, it has a high value.

“Even though the population is just six million, the country’s pet care market is about half the size of Malaysia’s,” he said via Zoom. “Singapore also has a higher rate of premiumisation compared with other markets.”

“The premiumisation of pet food is always about GDP (gross domestic product) and disposable income. If they have more disposable income, they tend to spend better and spend more for the pet,” he added.

In developed countries where pets are humanized, the pet is no longer just a cat or dog; the pet becomes a kid or a baby, Choy said.

This has led to increased spending on pet health and wellness.

“Besides the basics like pet food, there is a shift towards health and wellness,” Choy said. “A more developed pet market will tend to spend more on supplements and wellness products.”

He said consumers are now also looking for more natural, organic, and raw food options. The premium price of dog and cat food has increased over the years, indicating the trend of pets being seen as family members, with owners wanting to feed them better, he added.

Beyond food, technology-driven pet care products are gaining popularity. “Consumers are investing in smart home appliances like small CCTV cameras to observe what their pets are doing, smart feeders, and smart toilets,” Choy said.

Some are willing to pay for pet daycare and lifestyle services.

“Gone are the days when pet owners simply hired caretakers while they were away,” he said. “Today, it’s not just daycare — there are swimming lessons, training sessions, yoga, pilates, and even school buses for dogs.”

Apart from rising affluence, consumers are also becoming more discerning about pet nutrition, Choy said. “They understand what they want. They do a lot of research. They know what are better ingredients and better nutrition for their pet. As a result, consumers are willing to pay a bit more for a better product.”

Better food

Demand for premium wet cat food has been increasing, including those with 90-95% meat content, according to Ashwin Sivarajah, chief security officer at Perromart and Petico.

He said that the cat market is growing faster than the dog market, with fresh and raw pet food outpacing kibble sales in the dog segment. The growth is driven by a focus on nutrition, with pet owners prioritising better food for their pets' health.

Natural and organic products, along with life-stage and breed-specific options, are also becoming more popular, especially in Singapore where senior pet and breed-specific products are more common than in Malaysia.

Shopping habits are also shifting, with more consumers turning to e-commerce.

“The online channel will continue to grow,” Choy said. “It is more convenient, offers a wider selection, and is becoming more sophisticated with personalised subscription services.”

Physical stores, meanwhile, are evolving into service hubs. In Hong Kong, retail stores are no longer just selling pet products but have become service providers, he pointed out.

“Most of their income now comes from grooming, daycare, boarding, and specialised services like yoga and facial treatments.”

Choy expects artificial intelligence (AI) to play a bigger role in pet care. “There are many possible AI-powered pet care solutions,” he said. “AI pet care consultants could offer recommendations, track past purchases, and remind owners when to restock products.”

He said AI could also be used to monitor pets at home. “It could track how many times a pet has eaten or relieved itself.”

Moreover, sustainability is another area of growth. “We are seeing more biodegradable waste disposal solutions, eco-friendly pet food, and sustainable pet products,” he added.