Intense competition in the high-end segment of pet food, and full-house development of smart pet products | World Research Consumer Index Brand List Vol.81

During this monitoring period, pet brands Meatyway, Royal Canin, and Freshpet ranked in the top three in the overall popularity list with comprehensive popularity scores of 1.80, 1.78, and 1.75 respectively.

Image source: Shiyan Big Consumption Index

The pet food market is fully involved in the competition towards high - end, segmented, and functional products. Domestic brands dominate during major promotions.

In terms of pet food, this month is a crucial period for the 618 promotion. According to Xingtu Data, during the "618" period (from May 13th to June 18th, 2025), the total sales volume of comprehensive e - commerce platforms reached 855.6 billion yuan, a year - on - year increase of 15.2% (compared with the period from May 20th to June 18th, 2024).

Among them, the total online sales volume of pet food was 7.5 billion yuan, a year - on - year increase of 36%, showing continuous growth.

Specifically looking at the brand performance, brands under GuaiBao Group have achieved success in various categories. Meatyway has ranked first on the Tmall platform in cat snacks, dog main food, and dog snacks for consecutive periods; in the emerging main food categories such as air - dried food/baked food, Tmall has set up an independent list, and Freshpet has won double championships.

Functional pet foods targeting specific life cycles or specific groups, such as Royal Canin's prescription food, have independently entered the top 20 of the total food list, fully reflecting the trend of healthy and refined pet feeding.

In addition, Douyin and Kuaishou are important marketing platforms for some emerging brands. However, these platforms require brands to update their products quickly. Therefore, brands like Chengshiyikou and Lanshi have occupied users' minds on Douyin through "high - protein short videos + live broadcasts".

Overall, the competition among brands in the pet food market is no longer just about making pets full. Instead, they are fully involved in the competition towards high - end, segmented, and functional products. From "particle size, freeze - dried shape, and meat source diversity", quail, pigeon, rabbit, and deer meat are introduced one after another to meet the "anthropomorphic and curious" emotional value of the Z - generation in pet feeding.

Smart pet products are developing towards "whole - house pet intelligence", comprehensively improving the quality and convenience of pet - raising life.

Although pet food brands occupy most of the list, the inclusion of Xiaopei Pets and NetEase Yanxuan still marks the rapid development of smart pet products.

Smart product brands represented by Xiaopei Pets mainly offer products such as smart water dispensers, smart feeders, and smart cat litter boxes. The competition mainly focuses on "intelligence level", "stability and safety", and "design aesthetics".

Among them, smart feeders compete in functions such as accurate timing and quantification, remote control, and out - of - stock reminders. The safety of materials and whether there is a blockage in the grain output are the key factors for users' decision - making; smart cat litter boxes focus on the thoroughness of automatic cleaning, deodorization effect, and the safety of pets' use.

Currently, participants in the smart product market mainly include vertical brands like Xiaopei and cross - border technology companies such as Xiaomi's ecological chain enterprises.

Meanwhile, lifestyle brands like NetEase Yanxuan, with their strong supply - chain integration capabilities, enter the market with a "full - category" strategy, providing a one - stop shopping experience from pet bedding, toys, cleaning products to food.

List description

The Shiyan Consumption Compass Series Index Report is a consumption index evaluation system independently developed by Shiyan Index. This series includes major lists such as the "Brand Consumption Popularity Index List", "Industry Consumption Heat Index List", "Product Consumption Wave Index List", "Consumption Popular Event List", and extended list reports within the corresponding scope. It aims to objectively and truly present the trend characteristics of the consumption world through index evaluation, help the industry and brand owners continuously track consumption market trends, provide references for enterprise operations, and enhance comprehensive business competitiveness.

The Shiyan Consumption Compass Series Index List continuously monitors the following industries:

3C digital products, footwear, clothing and accessories, food and fresh products, household appliances, sports and outdoor products, beauty and cleaning products, mother and baby products, home decoration, automobile consumption, toys, models and musical instruments, pet products, and medical and health products, a total of 12 major industries.

Image source: Shiyan Big Consumption Index

Disclaimer

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

The list data is calculated by combining public data from mainstream platforms and data accumulated on the Shiyan Big 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 we cannot rule out some errors or deviations due to the limitations of the data itself. In addition, some data in this report has not been formally audited by an independent third - party auditing institution, 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 illustration purposes only and do not constitute an endorsement or recommendation. Any mention of these third parties should not be regarded as an endorsement or recommendation in any form. The copyright of the report belongs to Zhidemai Technology Group and Shiyan Index. It cannot be reproduced or distributed without permission. Zhidemai Technology Group and Shiyan Index shall not bear any legal liability for any losses or damages caused by the use of the information in this report.