Get to know the 5P essentials and Peace of Mind that are crucial for beloved pets, along with intriguing insights showing that urban residents are willing to spend up to 120,000 baht on pet food. The research provides vital information for the pet industry, emphasizing the need to understand the core desires of both people and animals.

The College of Management, Mahidol University (CMMU) has unveiled insightful data about the future of the Thai pet market, which continues to be a rising star. The latest research presented at the Pawssible Society: Pet Society Conference 2025 indicates that modern individuals are increasingly treating pets as family members, driving significant growth in market value. It is projected that by 2026, the market will exceed 101 billion baht, with the Pet Humanization group spending an average of over 50,500 baht per year per pet, becoming the main purchasing power in the market, alongside the introduction of a highlight marketing model for pets.

The 5P - Business Strategy Framework for Pets reflects consumer behavior and trends in the modern pet market, aiming to create Peace of Mind for pet owners while guiding entrepreneurs towards business opportunities in the Thai pet industry, consisting of:

  • Premiumization
  • Prevention
  • Package
  • Proactivity
  • Protection

Professor Prasert Thawatchokthavee, project advisor in Marketing at CMMU, stated at the seminar "Pawssible Society: Pet in the City" that the changes in Thailand's economy and society, such as smaller family sizes, an increasing number of young people who do not want children, urban lifestyles favoring solitude, and an aging population, are all factors encouraging urban dwellers to adopt pets. Pets not only provide companionship and joy but also incur lower costs than raising children, leading to the ongoing trend of treating pets as "family members" (Pet Humanization).

Interestingly, statistics show that Pet Humanization individuals are willing to spend up to 50,500 baht per year per pet, while ordinary Pet Owners spend only 7,910 baht per year per pet. The willingness of owners to invest in the best quality of life for their family members is a significant driving force behind the rapid growth of the Thai pet market, averaging 13.2% annually, from 33 billion baht in 2019 to 92 billion baht in 2026, with expectations to surpass 101 billion baht in 2026.

This trend clearly shows that the heart of today's pet market is not just about products or services that meet basic care needs, but also about addressing the "Peace of Mind" that assures owners their pets will have a good life and longevity. This represents a significant marketing opportunity that entrepreneurs and marketers should pay special attention to.

Professor Prasert further explained that to better understand the behaviors and needs of modern pet owners, CMMU conducted research on the "5P Pet Marketing Model - Business Strategy Framework for Pets" to study the behaviors, motivations, and factors influencing purchasing decisions for pet products and services. This research aims to help entrepreneurs and marketers understand consumer behavior and effectively develop business strategies to meet the needs of modern pet owners. The research involved a sample of 357 people (Baby Boomers & Gen X = 102, Gen Y = 155, and Gen Z = 100), including 160 dog owners, 160 cat owners, and 37 owners of exotic pets.

Insights into purchasing behaviors in four main categories: Pet Foods, Pet Health & Wellness, Pet Insurance, and Pet Tech reveal interesting results:

1) Pet Foods: It was found that pet owners prioritize the quality of ingredients the most at 56%, followed by reasonable prices at 45%, brand reliability at 41%, and reviews and convenience of purchase at 20%. The average spending on pet food is as high as 32,000 baht per year per pet, with 30% willing to spend over 36,000 baht per year per pet, and 7.4% willing to spend over 120,000 baht per year per pet, categorized as the Super Premium Segment. Gen Y, primarily childless families, tends to spend more and has the highest proportion of top spenders, driving the market significantly.

2) Pet Health & Wellness: It was found that pet owners prefer to take their pets for health services at clinics the most at 63.3% and private hospitals at 57.1%. The top three popular services include vaccinations at 86.3%, health checks at 65.3%, and spaying/neutering at 61%. The average spending for these services is approximately 10,000 - 30,000 baht per year per pet.

Gen Z places the highest importance on pet health, and all generations agree that they choose veterinary services based on proximity, reasonable prices, and the expertise of veterinarians. The three most popular services for pets include grooming at 51.6%, hotels at 18.5%, and pet-friendly services at 11.5%.

3) Pet Insurance: It was found that 71.4% of pet owners are aware of pet insurance products, but only 9% actually use the services. The factors influencing their purchasing decisions prioritize comprehensive coverage at 75.8%, reasonable premiums at 60.6%, ease of claims, and convenience of services at 57.6%. Most pet owners (71%) prefer to pay premiums not exceeding 2,500 baht per year per pet.

4) Pet Tech: Currently, it is not yet widespread, but a survey of consumer awareness of five groups of pet technology shows that smart home devices are the most recognized at 93%, with the highest growth potential in the Pet Tech market, followed by service & commerce platforms at 78%, health and nutrition at 77%, behavior & emotion tech at 67%, and genetic & bio tech at 64%. Baby Boomers & Gen X (67%) are open to trying, while 24% of Gen Y and Gen Z want to try technology for convenience, and 34% are willing to pay for their pets' comfort. The highest expectation from Pet Tech is to feel close to their pets even when apart, with Gen Z showing the most interest in Pet Tech due to their focus on emotional bonding with pets.

“Currently, the Pet Tech market in Thailand is still in its early stages. Although awareness is increasing, actual usage remains low due to issues related to price, reliability, and usability, as well as the inability to meet various needs, such as having tangible demos and a software & data integration system that connects all pet care in one place. Therefore, the opportunities in the Pet Tech market should not only focus on developing new devices and technologies but also emphasize building understanding, value, and trust to pave the way for broader acceptance in the future,” Professor Prasert stated.

Ms. Natcharee Chotithanachaiyapong, a master's student at CMMU and head of the research team, said that the research results have been summarized into the “5P Pet Marketing Model - Business Strategy Framework for Pets,” a strategic framework used to explain consumer behavior and trends in the pet market. The goal is to create “Peace of Mind” for owners willing to invest in the best quality of life for their pets. The 5P model is not just an academic strategy but can also be practically applied to help marketers create awareness, recognition, and pathways to build value and acceptance of products, services, and technologies in the rapidly growing pet market, consisting of:

  • Pet Food - Premiumization: “Choose because you trust, eat for health.” Previously, pet food was merely a response to basic survival needs, but now owners are willing to pay for premium-grade food that helps pets stay healthy and live longer. Choosing the best food and products is not just about care for each meal or rewarding them but is an investment to create Peace of Mind that pets receive the best and can stay together longer.
  • Pet Health & Wellness - Prevention: “Good health starts with preventive care.” The market is shifting from “treating when sick” to “proactive health care, which is preventing before illness,” becoming the "New Norm" for modern pet owners, especially among those who care for holistic well-being, from vaccinations and regular health checks to choosing supplements that help extend lifespan, all of which create Peace of Mind that they are doing their best to care for their pets.
  • Pet Insurance - Package: “Is it worth it and does it really cover?” Pet owners are looking for insurance packages that comprehensively cover all risks at an affordable price. Although over 71% of pet owners are aware of pet insurance, only 9% actually use the services, reflecting a gap in building understanding and trust, and a marketing opportunity. Presenting packages that meet their needs is akin to buying Peace of Mind for owners who want to establish financial security for every situation.
  • Pet Tech - Proactivity: “Bond closely with technology that cares.” Pet technology is starting to play an important role, with 39% of owners interested in using Pet Tech to feel close to their pets even when apart. This presents an opportunity for brands to create experiences beyond just selling tracking devices and real-time health monitoring through these technologies, but to provide Peace of Mind that allows owners to feel they can care for their pets closely without losing sight of them.
  • Pet Legal - Protection: “Pet laws for the protection of pets, owners, and everyone in society.”

Awareness of laws related to pets has increased to over 79%, especially with the new laws in Bangkok coming into effect in 2026, reflecting the demand for protection for people, animals, and society. Compliance with laws and prioritizing animal welfare equates to creating Peace of Mind for both owners and the surrounding community, ensuring that all lives can coexist safely and peacefully.

“If brands want to create Peace of Mind and successfully sit in the hearts of customers, they must elevate from being mere sellers to becoming “caretakers” who understand deep needs and truly respond to customer demands. Building a sustainable business in this market is not just about increasing sales but about creating long-term relationships based on understanding, trust, and recognizing the value of pets as important family members,” Ms. Natcharee concluded.

Furthermore, CMMU organized the seminar “Pawssible Society: Pet in the City,” a knowledge exchange platform for sustainability, to reflect that the Thai pet industry is entering a new era where competition is not limited to products but involves creating sustainable emotional value and fulfilling “Peace of Mind” for both entrepreneurs and consumers on Saturday, September 6, 2025.

The event gathered experts from various fields to share real experiences under the theme Pet in the City, including:

  • Pawssible Urban Living – Living in the city with pets by Khun Lakhipha and Khun Santhapap Kitpitaksakul from the page "Being a Cat Mom".
  • Pawssible Future: Pet Tech – Technology and innovation by Khun Phuri Banditkul, CEO of PET AI.
  • Pawssible Taste, Trend and Bonding – Consumer behavior and pet food market by Khun Jaruwat Laohawisit, CEO of Pet Protect Food Co., Ltd. (Kaniva, Kanimal, Kasty).
  • Pawssible Wellness – Preventive pet health by Dr. Parinya Jaruwatanadilok, veterinarian from Phayathai 7 Animal Hospital, and Dr. Puttawat Sripatananon, independent veterinary expert.
  • Petfluencer & Community Economy – The role of pet owners as creators and community economic power by Khun Phrompiriyah Batviset from the page "Eyebrows are the Crown of Cats".

For those interested, further information can be obtained by calling 02-206-2000 or watching the replay on the CMMU Mahidol Facebook fan page and MKcmmu.