Page 80 - FoodFocusThailand No.242 June 2026

However, the fastest-growing segment is gut Business Opportunities, Future Direction,
health supplements. In recent years, pet owners have and Thailand’s Potential
developed a greater understanding of the importance Thailand possesses strong potential both as a consumer market
of microbiomes and their impact on digestion, immunity, and as a manufacturing hub for pet food supplements. The
and overall health in both dogs and cats. This trend is domestic market was valued at USD 92 million in 2025 and is
particularly significant for cats, which are generally more projected to increase to USD 109 million by 2027, with an average
sensitive to digestive issues and dietary changes. annual growth rate of 8.7%. From a manufacturing perspective,
In addition, the market is expanding across several Thailand is one of the world’s major pet food production bases,
other categories, including skin & coat health, calming with export value reaching approximately USD 2.9 billion, making
& anxiety support, multivitamins, omega-3 supplements, Thailand the world’s second-largest exporter after Germany.
weight management, and dental care. Dogs generally Thailand benefits from competitive advantages in raw material
show a stronger demand for weight management and availability and a well-established food processing industry, both of
joint health products, while cats place greater emphasis which support future growth toward higher value-added products.
on skin and coat health as well as digestive health. These Altogether, these factors represent a significant opportunity for
trends reflect a broader shift from “targeted problem- Thailand to position itself as a regional hub for the pet food
solving” toward “holistic pet wellness.” supplement industry.
In terms of product format, chewable supplements Overall, the pet food supplement market can be classified as a
currently dominate the dog segment because they are “Growth + Stability Hybrid Market” characterized by continuous
convenient, highly palatable, and designed to resemble growth and relatively low volatility. The industry is evolving from
treats rather than medicine, making them easier for dogs being merely a health supplement category into an integral part
to accept. In contrast, although chewable formats are of a comprehensive pet healthcare system. Success in this
gaining popularity among cats, their adoption remains market depends on four key factors, namely trust, consumer
limited due to cats’ picky eating behavior. As a result, insight, retention, and positioning. At the same time, long-term
powder and liquid supplements are more widely preferred competition will increasingly rely on the integration of nutritional
in the cat segment, as they can be easily mixed with expertise, branding, and digital capabilities to penetrate the rapidly
wet food or regular meals and help reduce consumption expanding premium pet health market in the Asia-Pacific region.
refusal. The future direction of the industry is moving toward
personalized nutrition and integrated pet health ecosystems that
Key Drivers of connect health data, veterinary clinics, and nutritional supplements
the Pet Food Supplement Market into a unified system. As a result, competition will no longer be
One of the primary drivers of the pet food supplement centered solely on the “product” itself, but rather on the “ability to
market is the growing trend of Pet Humanization, which become a long-term part of pets’ lives and healthcare journeys,”
reflects the transformation of owners from being merely which is a factor that will ultimately determine competitive
“pet owners” to becoming “pet parents.” As a result, advantage in this market.
pets are now receiving healthcare attention at a level
increasingly comparable to that of humans, leading to
continuous growth in spending on pet supplements and
wellness products. More Information Service Info C013
Another significant factor is the rise in the aging pet
population. Advances in nutrition and pet care have
extended pets’ lifespans, but this has also increased
the prevalence of chronic conditions such as joint เอกสารอ้างอิง / References
degeneration, digestive disorders, and weakened Association of American Feed Control Officials (AAFCO). (n.d.). Human
immunity. Consequently, demand for health supplements Grade Pet & Specialty Pet Food Claim: Frequently Asked Questions.
has grown in line with pets’ life stages and age-related https://www.aafco.org/
health needs. At the same time, key consumer groups DataM Intelligence. (2025). Thailand Animal Supplement Market: Size,
Share, Growth and Forecast (2023–2027). https://www.datamintelli
such as millennials and Gen Z are highly information- gence.com/research-report/thailand-animal-supplement-market
driven consumers who place strong emphasis on user Flanders Investment & Trade. (2020). The Pet Food Market in China
reviews, ingredient transparency, and brand credibility (December 2020). https://export.flandersinvestmentandtrade.com/
rather than relying solely on traditional communication. sites/fit_domains/files/media/report/The%20pet%20food%20mar
In addition, digital channels and e-commerce ket%20in%20China_2.pdf
platforms play a crucial role in driving market expansion, Fortune Business Insights. (2025). Pet Supplements Market Size, Share
particularly through subscription-based business models & Industry Analysis, 2026–2034. https://www.fortunebusinessinsights.
that encourage repeat purchases and generate long- com/pet-supplements-market-109797
term recurring revenue for brands. This growth is further S&P Global Market Intelligence. (n.d.). Global Trade Atlas (GTA) –
reinforced by the strong emotional attachment between Standard Reports. https://connect.spglobal.com/gta/standard-reports/
owners and their pets, where purchasing decisions are
influenced not only by price but also by trust, emotional
reassurance, and the desire to provide the best possible
care for their pets.

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