新消费派｜“毛孩子”也会变老 宠物保健品市场增长韧性凸显

Core Insights - The pet healthcare market in China is transitioning from "functional care" to "emotional companionship," leading to a shift from optional consumption to a rigid demand for pet healthcare products [1][2] - The market is expected to continue its high growth trajectory driven by demand expansion and supply innovation, with significant potential highlighted during the "Double Twelve" shopping festival [1][2] Market Growth and Trends - The pet healthcare market in China has maintained a high growth trend this year, with steady scale expansion and significant structural changes in categories, channels, and consumer demographics [3] - During the first three days of the "Double Twelve" sales, Tmall's pet healthcare product sales reached 420 million yuan, a 35% year-on-year increase, with specific categories like joint care products seeing a 130% increase [5][6] Consumer Behavior and Market Dynamics - The industry is characterized by two notable trends: the precision of product categories and the clear segmentation of price ranges. The price range of 0 to 72 yuan accounts for 76% of sales, while products priced above 360 yuan are also experiencing significant growth [9] - The demand for pet healthcare products is driven by emotional companionship and the aging of pets, with empty nesters and single youths becoming the main consumer groups [9] Industry Challenges - Despite the market's rapid growth, challenges such as insufficient R&D investment, lack of consumer trust, and severe product homogenization persist [12][13] - The current R&D investment in China's pet healthcare sector is only about one-fifth of that in developed countries, leading to a significant gap in product competitiveness [13] Future Outlook - The pet healthcare market in China is projected to maintain a compound annual growth rate of 13.9% from 2025 to 2030, with the market size expected to reach 18.59 billion yuan by 2030 [18] - The period from 2026 to 2027 is anticipated to be a pivotal point for accelerated industry growth, driven by the aging pet population and the increasing demand for healthcare products [18] - Future industry directions include product innovation focusing on scenario-based and specialized offerings, diversified channel strategies, accelerated domestic brand replacement, and improved regulatory frameworks [19]