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In 2026, the pet food market will enter the era of precision health.
Release Date:
05 Aug,2026
The domestic pet food market is undergoing continuous structural evolution, with functional cat and dog foods emerging as the primary drivers of industry growth. Pet consumption is officially shifting from “basic nutrition” to “precision health.” According to data from mainstream e‑commerce platforms such as Tmall and JD.com, during this year’s 618 shopping festival, total online sales in the pet category reached RMB 8.4 billion, up 12% year over year—outpacing the growth rates of popular categories like home appliances and personal care. Notably, the functional and prescription pet food segments posted growth exceeding 50%, cementing their role as key engines of industry expansion.
The domestic pet food market is undergoing continuous structural evolution, with functional cat and dog foods emerging as the primary drivers of industry growth. Pet consumption is officially shifting from “basic nutrition” to “precision health.” According to data from mainstream e‑commerce platforms such as Tmall and JD.com, during this year’s 618 shopping festival, total online sales in the pet category reached RMB 8.4 billion, up 12% year over year—outpacing the growth rates of popular categories like home appliances and personal care. Notably, the functional and prescription pet food segments posted growth exceeding 50%, cementing their role as key engines of industry expansion.
From the perspective of consumer demand, pet owners are increasingly discerning in their choices of pet food, with a surge in demand for functional products tailored to dogs and cats of different ages and health conditions. Data shows that during the 618 shopping festival, sales of functional pet foods focused on gastrointestinal health, coat and skin care, and joint support rose 82% year over year, while sales of senior‑care formulas increased by 79%, and prescription pet foods saw growth exceeding 55%. Meanwhile, domestic pet food brands delivered strong performance, occupying four of the top five spots; the trend toward domestic substitution is becoming ever more pronounced. Baked cat foods from Chinese brands—such as Kairuisi, Chunke P42, and Chengshi Yikou P40—have achieved breakthroughs in digestibility, with some products boasting digestibility rates above 90%, propelling the industry into a new phase of competition centered on “high absorption” and “transparency.”
Industry analysts note that the younger consumer segment (ages 18–35) has become the primary driver of pet food consumption, with first-tier and above cities accounting for more than 70% of sales. This demographic places a strong emphasis on scientifically sound pet nutrition and is willing to pay for high‑quality, functional products. Looking ahead, as awareness of pet health management continues to grow, stage‑specific feeding and customized pet foods are set to emerge as new growth areas. To gain a competitive edge in an increasingly crowded market, brands must focus on upgrading product formulations and driving process innovation.
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