Thailand is fully entering the golden age of the Pet Economy.
Driven by the trend of raising pets as family members, or “Pet Humanization,” the market for pet products and services has been growing rapidly every year. This article presents the latest overview of the Thai pet market, with a focus on pet skincare products such as shampoos, creams, and lotions for dogs and cats. It will cover overall market value, trends in skin health, business opportunities, examples of popular brands, and Thai consumers’ purchasing behavior, to serve as a practical guide for those interested in this business segment.
Image name : Overview of Thailand’s Pet Market: Business Opportunities in Skincare for Dogs and Cats
Overview of the Pet Market in Thailand in 2024–2025
The Thai pet market is large and continues to expand. In 2024 (B.E. 2567), the total market value for pets was approximately 74.8 billion baht, growing 12.4% from 2023 (B.E. 2566). The average growth rate from 2019–2024 (B.E. 2562–2567) is as high as 17.5% per year, according to analysis by ttb analytics. It is further projected that the market will continue to expand, with the total value potentially reaching 92 billion baht in 2025 (B.E. 2568), an increase of around 13.2%, and likely surpassing 100 billion baht in 2026 (B.E. 2569), in line with the still-strong trend of treating pets as family members.
The market structure is divided into several product and service categories. The main segment is pet food (for both dogs and cats), worth around 44.6 billion baht, accounting for roughly 60% of the total market value in 2024. The next largest category is pet supplies and accessories (including toys, clothing, housing, as well as cleaning/grooming products), worth about 22.9 billion baht, or nearly 30% of the market. The remaining share belongs to various services, such as veterinary healthcare (6.64 billion baht) and pet care–grooming services (660 million baht). Although these together make up less than 10% of the total market, they are growing at the fastest rate—especially veterinary services, which have grown by more than 20% per year on average. This reflects the fact that pet owners are increasingly willing to invest in their pets’ health.
Another angle to consider is the significant rise in the number of Thai households with pets. Recent data show that Thailand has around 4.2 million households with dogs and 3.8 million households with cats, indicating a large customer base with room for further expansion. Moreover, pet-keeping behavior among Thais has clearly changed compared to the past. Many modern consumers—both single people (SINK: Single Income No Kid) and child-free couples (DINK: Double Income No Kid)—are choosing to raise dogs or cats as “children” instead of having kids. As a result, they are willing to spend generously on their pets, including food, treats, accessories, and healthcare, averaging around 10,000–20,000 baht per pet per year. For some who pamper their pets like children, spending can reach as high as 50,000 baht per pet per year.
Interestingly, the cat market in Thailand is surging. Currently, cat-related products account for about 63% of sales, while dog products represent 31%, and specialty (exotic) pets 6%. This aligns with the trend among younger generations, especially Gen Y, who increasingly keep cats in condominiums to combat loneliness and are willing to spend more on high-quality products for their cats, such as cat litter, toys, and premium food. The number of cat owners has grown by an average of 9% per year over the past five years, pushing the value of the cat product market to around 18 billion baht in 2024, with a growth rate of approximately 18% per year—clearly higher than that of the dog segment. This trend indicates that cat owners have become a key purchasing power in the Thai pet market today.
All in all, this picture clearly shows that Thailand’s pet market is growing in both value and quality, driven by demographic changes and shifting attitudes. Entrepreneurs can look for opportunities in new, less saturated segments with fewer competitors—one of which is skincare products for pets’ skin and coats, which we will discuss next.
Trends in Skin Health Awareness and Pet Skincare
As pets become “another child” in the family, Thais are paying unprecedented attention to their pets’ health and overall well-being (Pet Wellness). Beyond nutritious food, modern pet owners are increasingly concerned about the skin and coat health of their dogs and cats, recognizing that the skin is the first barrier of health and a frequent source of problems. Common issues include itching, dry skin, dandruff, inflammation, and parasitic infestations such as fleas and ticks, all of which bother both pets and owners. If left untreated, these problems can worsen and lead to costly medical treatment.
Image name : Overview of Thailand’s Pet Market: Business Opportunities in Skincare for Dogs and Cats
Several factors contribute to skin issues in pets in Thailand. One is the country’s hot and humid climate, which creates a favorable environment for ticks, fleas, and fungal growth on the skin. Another is modern urban pet-keeping habits, where dogs and cats often live primarily in air-conditioned rooms. This, similar to humans, can cause loss of skin moisture. Just as people living in air-conditioned environments need to apply body lotion, pets with dry skin may develop itching and increased hair shedding. Many owners are therefore seeking specialized moisturizers and skincare products for their pets to prevent dry, cracked skin and reduce itching and irritation. An example is Pet’O CERA, a skincare cream for dogs and cats designed to provide targeted moisture and care for pet skin.
Another major issue is skin disease caused by external parasites such as ticks, fleas, and mites—a classic problem that modern owners no longer overlook. Many choose to use bathing products with tick and flea control from an early stage, such as “Chain Guard” anti-flea and tick shampoo, a long-established and popular product especially for large dog breeds. It contains permethrin, an active ingredient that effectively kills ticks and fleas. Furthermore, owners who are used to taking their dogs swimming or bathing them frequently are becoming more aware that over-cleaning can strip away natural oils from the skin, causing dryness and hair loss. Many households have therefore adjusted their bathing routines (e.g., bathing every 1–2 weeks instead of daily) or switched to gentle shampoos that preserve skin moisture rather than using harsh, conventional formulas.
Professional pet grooming services are also gaining popularity, particularly among cat owners who previously tended to avoid bathing their cats. Today, more people take their cats for grooming to maintain hygiene and reduce shedding around the home. Many grooming salons highlight their use of gentle shampoos and separate dog and cat rooms to reduce stress for the animals. All of this reflects the fact that modern pet owners are paying closer attention to the details of their pets’ skin and coat health, both in preventive care and ongoing maintenance. Consequently, pet skincare products are growing in popularity alongside the broader Pet Wellness trend.
Business Opportunities in the Dog and Cat Skincare Market
Despite rising demand for pet skin and coat care, the Thai pet skincare market is still relatively new and not yet crowded, making it a highly attractive “blue ocean” opportunity for new entrepreneurs. Expert analysis reveals that, compared with the highly competitive pet food market dominated by many large players (a classic “red ocean”), entering the segment of pet hygiene and skin health products involves fewer direct competitors and offers much more room for growth.
One key reason is that most products in this category have long relied on imports—whether medicated shampoos, tick and flea shampoos, or skin creams—resulting in relatively high prices and limited choices for Thai consumers. For example, in the general market, high-quality pet shampoos tend to be more expensive than human shampoos, yet many pet owners are willing to pay extra for the best products for their dogs and cats. This situation clearly shows that the pet skincare market is a blue ocean that remains wide open, waiting for entrepreneurs to step in and address unmet needs.
This trend has started to attract major Thai consumer goods companies to invest more in this product group. For instance, Neo Corporate Public Company Limited, a well-known FMCG manufacturer (behind brands like D-nee and BeNice), officially launched its own pet care brand, “LovliTails,” in 2025. LovliTails focuses on premium pet hygiene and care products. The brand concept emphasizes “Pet-Centric Natural Solution,” paying attention to every detail as if pets were important family members. Its selling points include the use of natural ingredients that are gentle and safe for pet skin, with all products tested and approved by veterinarians. The fact that a major Thai company is developing its own pet skincare line confirms the high business potential in this market—both in terms of market share that can still be captured and the opportunity to meet the needs of consumers who treat their pets like children and are willing to pay for the best products.
Beyond large corporations, the emergence of startups and niche brands in pet care is another clear signal of the opportunities in this market. In recent years, we have seen new Thai brands focusing specifically on pet grooming and skincare products. For example, Doggy Potion promotes natural shampoos and sprays, free from irritating substances (no SLS/SLES, silicones, parabens, and no animal testing). These products can be used on pets with sensitive skin and have received a positive response from health-conscious dog and cat owners.
Distribution channels for this product segment have also expanded significantly compared with the past. Products are now sold through leading pet shops, veterinary hospitals, and various online channels such as e-commerce platforms and social commerce, allowing new brands to reach customers quickly without needing large physical retail stores.
Furthermore, regulations for product registration and advertising for pet products are not as strict as those for human products. This means that marketing costs for online promotion of pet products tend to be lower, and advertisers can target specific audiences—such as dog or cat owners—more precisely. All of these factors combine to create a “golden opportunity” for new entrepreneurs to build brands in the pet skincare market, provided that their products meet quality standards and address the specific needs of pet lovers.
Popular Pet Skincare Brands and Products in Thailand
Although the pet skincare segment is still smaller than pet food, there are now several international and Thai brands competing for market share. Examples include:
BEARING – A well-established Thai brand familiar to many consumers, producing dog shampoos and pet bathing products for many years. Its key strengths are affordability (around 120–130 baht for a 300 ml bottle), 2-in-1 formulations that combine shampoo and conditioner to keep coats soft and shiny, and pH levels suitable for dogs’ skin. The formulas contain natural extracts such as aloe vera, chamomile, and provitamin B5 to help reduce hair loss.
Chain Guard – A famous Thai medicated tick and flea shampoo brand that has been on the market for more than 20 years. Its core product is an herbal-scented tick and flea shampoo containing permethrin, which effectively kills ticks and fleas on dogs. It has been certified to be non-irritating to the skin. A standard-sized bottle (~350 ml) costs around 90–100 baht.
O2 Nature – A natural pet shampoo brand that focuses on coat nourishment. Its premium formulas—such as Premium Rich—contain oatmeal and other conditioning agents to keep coats shiny and skin moisturized, making them suitable for dogs with sensitive or easily irritated skin.
“หมอไทยทำเอง” (“Formula by a Thai Vet”) – A shampoo line created by a Thai veterinarian. The formulas target specific skin conditions such as itching and redness, using a suitable combination of Thai herbal ingredients and antiseptic agents.
Doggy Potion / Kitty Potion – A rising Thai brand offering shampoos and conditioning sprays. Its selling points are 98% natural ingredients and the absence of harmful chemicals (no SLS/SLES, parabens, silicones, or alcohol). Fragrance comes from natural essential oils instead of synthetic perfumes.
LovliTails – A newly launched brand by Neo Corporate Public Company Limited. The range includes a complete set of products, from pH-balanced, gentle shampoos for dogs and cats (made from 100% natural ingredients) to deodorizing sprays, pet wet wipes, and cleaning products for pet accessories.
Imported flagship brands – Such as John Paul Pet (USA), Earthbath, TropiClean, Arm & Hammer, Malaseb and Aloveen from Dermcare (Australia), and Virbac from France, which offer specialized veterinary dermatology products.
Overall, the pet skincare segment in Thailand now spans from mass-market to premium products, covering budget-friendly options focused on value, specialized medical formulations, and natural, “clean” products for health-conscious consumers. Competition is intensifying, but this benefits consumers by providing more choices and fairer price ranges.
Thai Consumer Behavior in Choosing Pet Skincare Products
Thai pet lovers are becoming increasingly meticulous in their purchasing behavior. Key trends include:
Prioritizing quality and safety – Modern owners choose products that are safe for their pets, just as they would for family members. They carefully read ingredient labels and favor products with natural ingredients and free from harmful chemicals or allergens.
Willingness to pay more for better products – Many pet owners are prepared to spend more on premium or imported products, especially those recommended by veterinarians.
Researching and checking online reviews before buying – Consumers commonly look up information on the internet, read reviews, and consult “best brand” rankings to compare options before making decisions.
Shifting to online and specialty store channels – Platforms like Shopee, Lazada, and online pet shops are very popular due to convenience, frequent promotions, and access to professional advice, often from veterinarians connected to the store.
Brand loyalty combined with openness to new products – Some consumers remain loyal to brands that have proven effective for their pets, while others are open to trying new brands—particularly organic and vegan products, which are trending strongly.
In summary, Thai consumers in the pet skincare market demonstrate detailed attention to product quality and a genuine demand for safe, effective solutions. Modern pet owners are willing to be “big spenders” for their pets, but only when they are confident that what they buy is safe and truly the best for their animals. Entrepreneurs should therefore build brand credibility, provide scientific or veterinary-backed evidence for their claims, and engage actively with pet-loving communities both online and offline to build long-term awareness and trust.
Summary of Thailand’s Pet Market
Thailand’s pet market is growing robustly and has strong potential for continued expansion in the future. Social factors and changing consumer behavior—particularly the perception of pets as family members—have driven increased spending on pet health and beauty products. Within this, skincare products for dogs and cats stand out as a rising segment that directly addresses skin and coat health, which modern owners now value more than ever.
Image name : Overview of Thailand’s Pet Market: Business Opportunities in Skincare for Dogs and Cats
This market is still open and offers considerable room for new players to build brands and grow alongside the broader Pet Wellness trend. To succeed, entrepreneurs must truly understand consumer insights: pet owners want products that are safe, high-quality, trustworthy, and tailored to the specific needs of their animals. Investment in innovation, expert-backed quality testing, and marketing that genuinely resonates with dog and cat lovers are the keys to success in Thailand’s rapidly growing pet skincare market.