Baking pet food tops the list, and the same consumption for humans and pets reflects an advanced emotional connection | January Pet Product Consumption Index List

Source: Shiyan Grand Consumption Index

During this monitoring period, Xianlang Low-temperature Baked Cat Food, Blue Buffalo Freeze-Dried Cat Food with Pigeon and Milk-Bird 1.5kg, and Freelygat Full-Price Fresh Meat Baked Cat Food Stockpile Set ranked the top three on the list with comprehensive heat indexes of 1.85, 1.77, and 1.72 respectively.

Baked Cat Food Products Dominate the List with Craftsmanship and Ingredients, Brands See Surge in Sales with the Aid of the Spring Festival and Influencer Marketing

Compared to last month, there are not many changes in the top products, but a notable feature is the dominance of baked cat food on the list. The three local brands, Xianlang, Blue Buffalo, and Freelygat, occupy the top three spots. The core driving force lies in the breakthrough of low-temperature baking technology and its deep integration with the Douyin content ecosystem.

Xianlang, with its promotional message of "93% animal-based raw materials" combined with low-temperature baking technology, precisely targets consumers' anxiety about the nutritional content of pet food. Coupled with the launch of large discounts during the "Spring Festival Stockpiling Season", the GMV in the single-day live-streaming room exceeded 5 million yuan, earning it the top spot in terms of sales popularity. Freelygat, on the other hand, differentiates itself with the "Krill Oil Formula for Beautiful Fur". With the promotion of several KOLs and the launch of Spring Festival promotional activities, the sales in the Douyin live-streaming room soared by 200%, validating the explosive power of the high-end market.

In addition, Blue Buffalo's Pigeon and Milk-Bird Cat Food, as a rare cat food on the market that adds pigeon meat, rushed to the top three. This product not only adds a sufficient amount of pigeon meat and fruits and vegetables to help cats maintain a good figure, but also incorporates a variety of probiotics to maintain the cats' intestinal health, solving the intestinal problems of cats for cat owners from the source.

In addition, this product creates a quality inspection image through the Douyin "Dad's Random Inspection" IP, decomposing the product inspection into a hard-core science popularization of "three steps": looking at the formula, looking at the factory, and looking at the feeding. This achieves a closed loop from traffic to sales. The continuous improvement of the production process, the refinement of the nutritional formula, and the innovation of the marketing channels, pet staple food is also constantly upgrading to meet the continuously increasing pet-raising needs of consumers.

Festival Scenarios Boost the Sale of Pet Personalized Clothing, the Consumption of Human-Pet Matching Clothing Reflects the Advancement of Pet-Raising Emotions

From a subcategory perspective, two products in the pet clothing category made it to the list, reflecting the upgraded demand for pet supplies brought about by the cold winter climate and the lively atmosphere of the Spring Festival. Hanhan Leyuan's Wealth-Attracting Style Clothing breaks through with the combination of "Thick and Soft + Auspicious and Festive". Essentially, it captures the strong demand for auspicious symbol consumption in the low-end market during the Spring Festival. Its thick fleece fabric is designed for the low-temperature environment in the north, allowing pets to play on the street without fear of the cold.

Bananain's 5-Series Thermal Vest breaks the deadlock with the "Human-Pet Matching" concept, behind which is the urban youth's extreme pursuit of constructing a mimetic family relationship. This vest wins many praises from consumers with its soft and waxy material, unique color matching and design, and the "Same Style as Zhao Lusi" marketing strategy cleverly transforms the fan economy.

It is worth noting that the conversion rate of this product in the Tmall flagship store is three times that of traditional pet clothing, and 72% of consumers simultaneously purchase thermal underwear for humans, confirming the new consumer psychology of "Loving Pets is Loving Oneself". Compared with Hanhan Leyuan's festival-limited attribute, Bananain is building an all-year-round consumption scenario by integrating the human and pet product lines.

The consumption of pet clothing shows a shift from "functionality to emotional symbols". From "guarding the house" to "emotional substitutes for the family" - pet clothing in third- and fourth-tier cities builds a sense of festival ritual, while first-tier consumers use trendy designs to complete the "aestheticization of the human-pet relationship". These two types of markets jointly indicate that the pet economy has advanced to become a "family emotional infrastructure" consumption.

 List Explanation

The Shiyan Consumption Compass Series Index Report is a consumer index evaluation system exclusively developed by Shiyan Index. This series includes major lists such as the "Brand Consumption Popular Index List", "Industry Consumption Heat Index List", "Product Consumption Heat Wave Index List", "User Consumption Attention Index List", as well as extended list reports within the corresponding scope. The aim is to objectively and truly present the trend characteristics of the consumer world through the index evaluation method, helping industries and brand owners continuously track the trends of the consumer market, providing references for business operations, and enhancing the comprehensive business competitiveness.

The industries continuously monitored by the Shiyan Consumption Compass Series Index List are as follows:

12 major industries including 3C Digital, Footwear and Apparel Accessories, Fresh Food, Household Appliances, Sports and Outdoor, Beauty and Cleaning, Mother and Baby Products, Home Furnishings and Decoration, Automobile Consumption, Toys and Musical Instruments, Pet Supplies, and Medical and Health Care.

Source: Shiyan Grand Consumption Index

Disclaimer

This list is exclusively compiled by Shiyan Index. The views, conclusions, and suggestions of the list are for reference purposes only and do not represent any specific investment advice or decision-making basis.

The calculation of the list data combines publicly available data from mainstream platforms and the data accumulated on the Shiyan Grand Consumption platform under Zhidemai Technology. We have taken reasonable measures to ensure the reliability and accuracy of the provided data as much as possible, but it is impossible to eliminate some errors or deviations caused by the limitations of the data itself. In addition, some of the data in this report has not been formally audited by an independent third-party auditing agency, so there may be unrecognized errors or omissions. It is particularly reminded that the market situation may change at any time, so the predictions, analyses, and conclusions in the report may differ from the actual situation.

Any third-party names, brands, or products mentioned in the report are for illustrative purposes only and do not constitute an endorsement or recommendation. Any mention of these third parties should not be regarded as any form of endorsement or recommendation. The copyright of the report belongs to Zhidemai Technology Group and Shiyan Index. It is prohibited to copy or distribute without permission. Zhidemai Technology Group and Shiyan Index do not assume any legal liability for any loss or damage resulting from the use of the information in this report.