Written by Debbie Phillips-Donaldson, Petfood Industry 
Photo source: Koumaru

The Asia-Pacific pet care market has reached US$30 billion in sales to date in 2025, making it the third largest region globally, according to Euromonitor International. Though that equates to only a third of the size of the North American pet care market, the largest worldwide, Asia-Pacific is the fastest-growing among emerging markets. And pet food accounts for the largest share of the market at US$20 billion.

This data came from Sahiba Puri, global insight manager, pet care, for Euromonitor, during Petfood Forum Asia 2025, held in Bangkok on October 29. She said the region’s growth is slowing, projected to maintain 3% compound annual growth through 2030; the slowdown is due mainly to lower growth in China, by far the largest country in terms of pet care in the region. Yet other countries, such as Thailand and India, are fueling growth in Asia-Pacific. India especially presents significant opportunity because currently, only 3-4% of dogs and cats there eat commercially prepared pet food.

Another factor affecting growth in Asia-Pacific is the price level of pet food sales. Economy-priced brands lead sales in Southeast Asia and are expected to increase through 2030, though so are premium-priced pet foods (from a much smaller base). Meanwhile, in China, mid-priced brands continue to rule; and in Japan, where premium is most prevalent, all segments are continuing to shrink, Puri said.

Trends shaping the pet food market: Limit to premiumization

Within that context, Puri highlighted the top trends driving the pet food market in Asia-Pacific:

1. The volume cliff: Pricing push weighs heavy on volumes.
2. Push for premium: Pet roles evolve, so do price tags.
3. Homing in on health: The era of preventive pet health management.
4. Channel dynamics: Pet specialists and digital platforms take the lead.
5. AI integration: Enabling personalized pet health management.

Puri focused on several of these trends, starting with premiumization. Using dry dog food data as the example (because it’s largest pet food segment), she showed how it is increasing at only a 1% annual growth rate, while accounting for a 49% share of the Asia-Pacific market. Growth is down from 3% in 2021, though it has stabilized since a decline in 2022. (Premium dry cat food, on the other hand, was increasing at a 14% rate back in 2021 and is now only at 4% and continuing to decline.)

While the majority of pet owners in the region, 68%, consider their pets beloved family members, as in most other regions worldwide, there is a limit to how much they can and will spend on pet food, Puri posited. She shared data indicating that more pet owners than non-owners in several countries in Asia-Pacific were more likely to say they would prefer to buy fewer but higher quality things. “Premiumization comes at the cost of the amount of volume that can be moved at a higher price,” she explained.

In addition, she gave examples of “affordable premium” pet foods, saying they address a gap in the market and enable access to more pet owners. Her comments and data echoed information we’re seeing about pet owners and pet food pricing all around the world, that there is a threshold to what even the most affluent pet owners are willing to pay for pet food.

Puri’s advice: “Brands need to establish clear pathways to a premium positioning. Innovations around pet health present clear routes.”

Asia-Pacific pet retailing: Unique experiences

That comment led into Puri’s discussion of the “homing in on health” trend. Please watch for a follow-up column on that soon.

She also talked about channel dynamics, particularly the ongoing growth of e-commerce but also how pet specialty brick-and-mortar retailers in Asia-Pacific are “holding their own,” often by serving up engagement and experiences that people can’t find online.

My favorite example: A pet retailer in Singapore called Heads Up for Tails that offers a huge retail space — plus a café for human food where pets are welcome and a center area with a large pool where people and their dogs can swim together! They can even access physical therapy together.

If that’s not a unique experience, I don’t know what is.

Petfood Forum Asia 2025 concluded another successful edition in Bangkok, Thailand, on 29 October. The event brought together pet food industry professionals from 17 countries, including Denmark, France, Germany, Japan, Malaysia, the Philippines, Singapore, Taiwan and Vietnam.

“Petfood Forum Asia brought together a diverse group of professionals to share ideas and explore opportunities in one of the most dynamic pet food markets in the world,” said Steve Akins, executive vice president, publisher, global petfood and events at WATT Global Media. “This event continues to play an important role in connecting the industry and encourages growth across Southeast Asia.”

The one-day conference provided attendees with valuable insights into market trends, nutrition, ingredient innovation, and processing technologies shaping the rapidly growing pet food and treat sector in Southeast Asia.

Sessions and Speakers Included:

Global and Asian pet food market update and trends – Sahiba Puri, senior consultant for Euromonitor International

Stability of marine microalgae oil during pet food extrusion, retort and long-term storage – Shiguang Yu, Ph.D., MBA, global director, pet nutrition and applications, for DSM-Firmenich

Pet food formulation quality and risk management – Ian Mealey, product marketing director for formulations for Format Solutions

Postbiotics: Unlocking new clinically backed pet health benefits – Adrian Kerester, senior director of growth, and Ravi Sheth, Ph.D., co-founder and chief science officer, for Kingdom Supercultures

Reducing waste in pet treat extruder production – Paul Mortlock, managing director and CEO, and Steve Plas, strategy director, for Frazer-Nash Manufacturing

Global networking

Additionally, the event provided a valuable opportunity for international attendees to connect with key decision-makers, suppliers and thought leaders, to create new business opportunities.

Pet Fair South East Asia 2025

Petfood Forum Asia was co-located with Pet Fair South East Asia 2025, which took place 29-31 October 2025 at the Bangkok International Trade & Exhibition Centre (BITEC). The 2025 fair showcased the full pet industry value chain and product spectrum with exhibiting companies from 40+ countries.

Petfood Forum Asia has announced its 2025 agenda, featuring exclusive sessions and networking opportunities focused on the Asian pet food market. The one-day seminar will be co-located with Pet Fair South East Asia on October 29 in Bangkok, Thailand.

The event includes presentations from key industry figures including Sahiba Puri, senior consultant at Euromonitor International; Dr. Shiguang Yu, global director of pet nutrition and applications at dsm-firmenich Taste, Texture & Health; Ian Mealey, product marketing director at Format Solutions; Adrian Kerester, senior director of growth, and Dr. Ravi Sheth, co-founder and chief science officer at Kingdom Supercultures; and Paul Mortlock, managing director, and Steve Plas, strategy director at Frazer-Nash Manufacturing.

The combined events target pet food manufacturers, processors, and suppliers looking to expand or strengthen their presence in the Asian market.

Featured Sessions and Speakers:

Global and Asian pet food market update and trends – Sahiba Puri, senior consultant for Euromonitor International

Stability of marine microalgae oil during pet food extrusion, retort and long-term storage – Shiguang Yu, Ph.D., MBA, global director, pet nutrition and applications, for DSM-Firmenich

Pet food formulation quality and risk management – Ian Mealey, product marketing director for formulations for Format Solutions

Postbiotics: Unlocking new clinically backed pet health benefits – Adrian Kerester, senior director of growth, and Ravi Sheth, Ph.D., co-founder and chief science officer, for Kingdom Supercultures

Reducing waste in pet treat extruder production – Paul Mortlock, managing director and CEO, and Steve Plas, strategy director, for Frazer-Nash Manufacturing

Registration details

Petfood Forum Asia registration includes five educational presentations, a networking coffee break and lunch. Plus, access to two networking receptions included with the Pet Fair South East Asia 2025 registration. There is no cost to attend Pet Fair South East Asia.

• Early bird rate (available 9 June – 31 August) – USD $325
• Standard rate (available 1 September – 29 October) – USD $375

Register here

Pet Fair South East Asia 2025

Pet Fair South East Asia 2025 will take place from 29-31 October 2025 at the Bangkok International Trade & Exhibition Centre (BITEC). The 2025 fair is expected to be the show’s largest and most international yet, showcasing the full pet industry value chain and product spectrum with exhibiting companies from 40+ countries.

Petfood Forum Asia is returning to Bangkok in 2025, once again co-locating with Pet Fair South East Asia. Scheduled for 29 October 2025, this one-day conference will take place at the Bangkok International Trade & Exhibition Centre (BITEC).

Registration is now open with early savings available for Petfood Forum Asia 2025.

As a leading program for knowledge exchange and professional networking, Petfood Forum Asia 2025 will explore the latest trends, cutting-edge research and technology shaping the pet food and treat industry across Southeast Asia.

“It’s a thrill to have Petfood Forum back in Bangkok to once again connect with the pet food industry in this region while continuing the partnership with Pet Fair South East Asia,” said Steve Akins, executive vice president, publisher, global petfood and events at WATT Global Media. “This is a unique opportunity to present region-specific pet food trends while bringing the latest technologies and innovation to a rapidly growing Southeast Asia pet food market.”

The conference will feature presentations from industry experts focusing on market trends, nutrition, ingredient innovation and processing technologies. Attendees will include global and regional professionals aiming to expand their presence and build connections within Southeast Asia’s expanding pet food market.

Additionally, the event provides a valuable opportunity for international attendees to connect with key decision-makers, suppliers and thought leaders, creating new business opportunities.

“Petfood Forum Asia is an important add-on to Pet Fair South East Asia and will provide an additional forum for in-depth discussions, allowing fair participants to expand their knowledge on the latest research available for manufacturing pet food and treats,” said Johannes C. Kraus, project manager at Pet Fair South East Asia.

Registration details

Petfood Forum Asia registration includes five educational presentations, a networking coffee break and lunch. Plus, access to two networking receptions included with the Pet Fair South East Asia 2025 registration. There is no cost to attend Pet Fair South East Asia.

• Early bird rate (available 9 June – 31 August) – USD $325
• Standard rate (available 1 September – 29 October) – USD $375

Register here

Pet Fair South East Asia 2025

Pet Fair South East Asia 2025 will take place from 29-31 October 2025 at the Bangkok International Trade & Exhibition Centre (BITEC). The 2025 fair is expected to be the show’s largest and most international yet, showcasing the full pet industry value chain and product spectrum with exhibiting companies from 40+ countries.

Petfood Forum, the world’s leading pet food conference and exhibition, held its first regional conference in Southeast Asia since 2018. Petfood Forum Asia returned on 25 October 2023 at the Bangkok International Trade & Exhibition Centre (BITEC) in Bangkok, Thailand, with nearly 100 pet food professionals from Southeast Asia in attendance.

The one-day conference, co-located with Pet Fair South East Asia 2023, attracted pet food professionals from 25 countries including Argentina, Australia, Denmark, Germany, Ireland, India, Japan, Malaysia, Philippines, Turkey, Thailand, China, the United States and others.

Petfood Forum Asia provided an opportunity for industry peers from around the world to network, exchange ideas and conduct business as the conference resumed as an in-person event this year.

“The presence of professionals from such a wide array of countries is a testament to the fast-growing importance of the Asian market in the global pet food economy,” said Steve Akins, executive vice president, publisher, global petfood and events at WATT Global Media. “We look forward to connecting professionals with additional educational and networking resources again in the near future.”

The conference focused on the latest developments on market trends, research and innovation for the Asian pet food market. Speakers presented on a variety of topics, including the trends driving the Asian pet food market, gut microbiome of dogs and cats, comprehensive risk evaluation of environmental pet food pathogens, medium-chain fatty acids to inhibit yeast and mold spoilage in pet treats, and best practices for producing functional, clean-label pet treats.

Petfood Forum Asia was made possible thanks to event sponsors: 3D Corporate Solutions, AFB International, Darling Ingredients, dsm-firmenich, Extru-Tech Inc., Format Solutions and Schenck Process.

Pet Fair South East Asia 2023

Pet Fair South East Asia 2023, now in its second year, took place from 25-27 October 2023, at the Bangkok International Trade & Exhibition Centre (BITEC). The 2023 edition featured 300 exhibiting companies displaying a wide range of products for brand and private label manufacturers.

Asia is among the fastest growing regions for pet food and treat production, and staying ahead of the curve is critical. Petfood Forum Asia 2023 is designed to help pet food professionals stay on top of the latest developments in pet food nutrition, safety and market trends. With an emphasis on innovative research, state-of-the-art processing techniques and key industry trends, this forum offers a comprehensive view of what’s happening now and what’s on the horizon in the Asian pet food market.

Petfood Forum Asia is scheduled for 25 October, 2023, at the Bangkok International Trade and Exhibition Centre in Bangkok, Thailand. The forum will be held in conjunction with Pet Fair South East Asia 2023, making it a must-attend event for anyone involved in the pet food industry.

Why Petfood Forum Asia?

Petfood Forum Asia is more than just a conference. It’s a meeting of minds, a chance for professionals from across the pet food industry to come together, exchange ideas and pursue new business opportunities. With attendees from a wide range of fields – from nutrition and packaging to food science and regulatory compliance – this event is the perfect opportunity to network and learn from the best in the business.

Meet the Speakers:

The list of speakers at Petfood Forum Asia 2023 reads like a who’s who of the pet food industry. Here’s a sneak peek at some of the experts who will be sharing their knowledge and insights:

Matthias Koch

Founder and managing director of pet product distributor Anibene, Matthias Koch will present on the current and future trends shaping the Asian pet food and pet care markets.

Shiguang Yu, Ph.D., MBA

The global director of pet nutrition and applications for dsm-firmenich, Shiguang Yu, will delve into the importance of the gut microbiome in pet health and how it can be altered by prebiotics, probiotics and postbiotics.

David Rosenblatt, DVM

David Rosenblatt, the head of learning and academic services for Sher Consulting and Training, will discuss a proven method for managing environmental pathogens that pose a risk to pet health and the reputation of pet food manufacturers.

Jason Shelton, Ph.D.

Jason Shelton, the global vice president of R&D for Kemin Nutrisurance, will explore how to inhibit yeast and mold spoilage in pet treats using medium-chain fatty acids.

Will Henry

The director of R&D for Extru-Tech Inc., Will Henry, will share best practices for producing functional, clean-label pet treats and how to troubleshoot common production problems.

View the full agenda and session details

Register Today

Don’t miss out on this opportunity to expand your knowledge and connect with pet food professionals from around the globe.
Register today for Petfood Forum Asia 2023 and be part of the conversation shaping the future of the pet food industry.

Registration includes five educational presentations, multiple networking coffee breaks and lunch. Plus, access to two networking receptions included with the
Pet Fair South East Asia 2023 registration. There is no cost to attend Pet Fair South East Asia 2023.

• Early Bird rate (available 19 June – 30 September) – $395 USD
• Standard rate (available 1 October – 24 October) – $445 USD
• On-site rate (available 25 October) – $495 USD

Registration is now open with early savings available for Petfood Forum Asia 2023. The one-day conference provides an avenue for learning about the latest developments in pet food market trends, research and innovation.

Petfood Forum Asia is scheduled for 25 October 2023 at the Bangkok International Trade & Exhibition Centre (BITEC) in Bangkok, Thailand, and will be co-located with Pet Fair South East Asia 2023.

“Petfood Forum Asia provides an important opportunity for pet food industry professionals to learn from the researchers who are making critical developments that impact the domestic and global market,” said Debbie Phillips-Donaldson, editor-in-chief of Petfood Industry.

Agenda preview

• A forgotten organ – The gut microbiome of dogs and cats – presented by Shiguang Yu, Ph.D., MBA
• Comprehensive risk evaluation of environmental pet food pathogens – presented by David Rosenblatt, DVM, director of learning for Sher Consulting and Training
• Medium-chain fatty acids to inhibit yeast and mold spoilage in pet treats – presented by Jason Shelton, Ph.D., global vice president of R&D for Kemin Nutrisurance
• Best practices for producing functional, clean-label pet treats – presented by Will Henry, director of R&D for Extru-Tech Inc.

View the full agenda

Additionally, this one-day conference will provide an opportunity for pet food professionals from around the world to network, exchange ideas and do business with leading industry suppliers.

Registration details

Petfood Forum Asia registration includes five educational presentations, multiple networking coffee breaks and lunch. Plus, access to two networking receptions included with the Pet Fair South East Asia 2023 registration. There is no cost to attend Pet Fair South East Asia 2023.

• Early Bird rate (available 19 June – 30 September) – $395 USD
• Standard rate (available 1 October – 24 October) – $445 USD
• On-site rate (available 25 October) – $495 USD

Register here

About Pet Fair South East Asia

Pet Fair South East Asia 2023, now in its second year, will take place from 25-27 October 2023, at the Bangkok International Trade & Exhibition Centre (BITEC). In 2022, the trade fair welcomed visitors from over 60 countries during the three-day pet industry event. The 2023 edition is expected to feature 300 exhibiting companies displaying a wide range of products for brand and private label manufacturers.

Petfood Forum Asia, a conference for the Southeast Asian pet food and pet treat industry, has confirmed the return of its in-person event in 2023. The conference is scheduled for 25 October 2023 at the Bangkok International Trade & Exhibition Centre (BITEC) in Bangkok, Thailand, and will be co-located with Pet Fair South East Asia 2023.

“We are excited to announce the new partnership with WATT Global Media for Petfood Forum Asia. This will be an important add-on to the fair and will provide an additional forum for in-depth discussions on the trends impacting pet food ingredients, nutrition and processing technologies,” said Johannes C. Kraus, project manager at Pet Fair South East Asia.

“The cooperation between Petfood Forum Asia and Pet Fair South East Asia will allow trade fair participants to expand their knowledge on the latest research available for manufacturing pet food and treats. Due to its international presence and the segments represented, Pet Fair South East Asia is the perfect location for Petfood Forum Asia,” added Steve Akins, executive vice president, publisher, global petfood and events at WATT Global Media.

Petfood Forum Asia will feature experts highlighting developments on market trends, research and innovation for the Asian pet food market, as well as global pet food professionals who conduct business or seek industry contacts in Southeast Asia. Additionally, this one-day conference will provide an opportunity for pet food professionals from around the world to network, exchange ideas and do business with leading industry suppliers.

Agenda and speaker details will be announced Summer 2023.

About Pet Fair South East Asia

Pet Fair South East Asia 2023, now in its second year, will take place from 25-27 October 2023, at the Bangkok International Trade & Exhibition Centre (BITEC). In 2022, the trade fair welcomed visitors from over 60 countries during the three-day pet industry event. The 2023 edition is expected to feature 300 exhibiting companies displaying a wide range of products for brand and private label manufacturers.