From Premium Care to Smart Tech: Key Takeaways from JD’s 2025 Pet Industry Report

April 28, 2025 -- As pet ownership in China continues to evolve, JD.com’s Consumption and Industry Development Research Institute, in collaboration with JD Pet, has released the 2025 Pet Industry Consumption Trends Report. Combining consumer behavior data, a survey of 1,000 pet owners, and expert interviews, the report highlights significant shifts in how pets are integrated into daily life—and how brands can meet the growing demand for premium, personalized pet care.

Pets as Life Partners, Not Just Companions

The report reveals that pets are no longer just animals living alongside their owners—they are now considered family members. Nearly 60% of pet owners include their pets in long-term life planning, while 58.5% create dedicated spaces for them at home. Additionally, 41.1% prioritize “pet-friendly” communities when renting, signaling a shift toward pet-inclusive lifestyles.

Humanization of Pet Care Drives Premiumization

The emotional bond between owners and pets is growing stronger, with 58% of respondents considering their pets as family members and 29% of respondents considering them as intimate friends. This trend fuels demand for human-like care, including pet fashion (25.6% purchase outfits) and professional photography sessions. Notably, 85.5% of owners cite emotional support as a key reason for having pets, and 61.5% are willing to pay for products that enhance their pets’ emotional well-being.

Specialized Nutrition and Smart Pet Tech on the Rise

Pet food preferences are increasingly personalized, with senior dog food sales surging 87% year-over-year. Wet pet food sales are also gaining popularity, up over 260%, while 80% of owners now mix wet and dry food 41% doing so daily. Meanwhile, smart pet tech is booming with searches for pet air purifiers jumping 202%. However, 60% of users express frustration over fragmented smart ecosystems, presenting an opportunity for integrated solutions.

Niche Pets Gain Popularity Among Younger Consumers  

The report also notes the rise of exotic pets, particularly among Gen Z owners who see them as an outlet for self-expression and content creation. Supplies for aquatic pets and birds remain top sellers in terms of revenue, while those for reptiles and insects are the fastest-growing category in terms of user growth. This trend reflects broader generational shifts toward individuality and social media-driven pet culture.

As China’s pet market continues its rapid expansion, JD.com’s report underscores a fundamental shift in how pets are perceived—no longer just animals, but cherished members of the family. From humanized care and the adoption of smart tech to the rise in popularity of niche pets among younger generations, these trends reflect deeper societal changes in companionship, lifestyle, and consumption. For brands and industry stakeholders, understanding these evolving priorities will be key to meeting the demands of a market where emotional connection and premium convenience increasingly define pet ownership.

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