China's online pet food market reached CN¥41.38 billion (US$6.01 billion) in the 12 months ending November 2025, growing 9% year over year across China's major e-commerce and retail platforms, Tmall, JD.com and Douyin, according to Moojing Market Intelligence.
According to the report, pet health supplements were the fastest-growing segment, reaching CN¥3.69 billion (US$536.3 million) on 20.3% sales growth and 22.1% volume growth to 61.6 million units. Among functional subcategories:
- Cardiovascular health led at 107.9% year-over-year growth, reaching CN¥249 million (US$36.2 million), driven by products such as DLOVE's water-soluble coenzyme Q10 for senior dogs and SIAEKEY's taurine and NAD+ formulation.
- Weight and body condition management expanded 79.4% to CN¥249.5 million (US$36.3 million).
- Eye care grew 54.7% to CN¥102 million (US$14.8 million).
- Liver and kidney support surged 52.6% to CN¥127 million (US$18.5 million).
Cat food was the dominant growth engine in staple food, with sales hitting CN¥20.81 billion (US$3.02 billion), up 9.5% year over year, compared with CN¥8.70 billion (US$1.26 billion), up 4.6%, for dog staple food. The total staple food segment reached CN¥29.51 billion (US$4.29 billion), and treats contributed CN¥8.19 billion (US$1.19 billion), up 8.1%.
Functional claims drove 14% growth across the market, while experiential product dimensions — including festival-themed packaging and interactive feeding formats — delivered 18.7% growth from a smaller base.
In staple food, the fastest-growing functional claims were coat health (up 63.2%), oral health (up 43.3%) and immune enhancement (up 41.3%). Traditional Chinese herbal ingredients in cat food grew 83.1%. In snacks, festival-themed products grew 47.5% for cats and 99% for dogs.
The shift to domestic brands
The competitive landscape shifted toward domestic brands during the period. Market leaders in the top 20 saw combined market share slip from 44.1% to 42.1%, while mid-tier brands ranked 101 to 300 expanded from 14.8% to 15.5%, and brands ranked 301 to 1,000 grew from 9.3% to 11.1%.
Domestic brands among the top 10 staple food companies achieved 17.6% sales growth and gained 2.4 percentage points of market share; international brands in the same tier declined 4% and shed 2.5 percentage points. International brands ranked 11 to 20 contracted 27.8%.
Among domestic challengers, Furrytail posted 3,807.8% year-over-year growth on the strength of its Rainbow Puree Cat Staple Can. Shouhushen grew 418.9% through pet fish oil tablets and nutritional paste, and Suxing expanded 373.7% with a grain-free baked sandwich cat food.
In the supplement segment, imported brands still held a scale advantage. MAG (United Kingdom) led at CN¥307.2 million (US$44.7 million), up 44.1%, followed by IN-PLUS (U.S.) at CN¥230.0 million (US$33.4 million) and Vetwish (U.S.) at CN¥173.9 million (US$25.3 million), up 56%.
Among domestic supplement brands, Shouhushen grew 423.6%, Paisile surged 210%, Paidinuo expanded 78.3% and Myfoodie rose 63%.
The full report is available at moojing-global.com.
