Singapore Pet Market – Insights for Online Businesses

In 2019, the number of dog licenses held in Singapore was approximately 70,000. By 2023, this figure had risen to 114,000. Similarly, the number of cat owners also grew by 10%. More and more Singaporeans believe that pets are no longer just pets. They are an integral part of the family. By 2025, the value of Singapore’s pet market is expected to grow to US $110 million, at a CAGR of 4%. Singaporeans are ready to splurge and spare no expense when it comes to pet care.  E-commerce has become a crucial channel for pet owners, who value convenience and variety in their shopping experience.

If you’re looking to start an online business in the pet care industry, this blog will guide you through the trends shaping the market. Read on to understand key players in the market, best-selling products, challenges, and emerging opportunities. 

Singapore’s Pet Market: Overview and Insights

In 2024, 32% of people in Singapore own pets. Cats are the most popular choice, with 64% of men and 39% of women being cat parents. As the number of nuclear families without children increases, couples are turning towards adopting pets. 

Despite having the lowest rates of pet ownership in Southeast Asia, Singapore’s pet care market has seen steady growth. For instance, the revenue generated by pet food in 2024 was S $195 million. The overall sales value of other pet care products amounts to S $217.6 million. 

Pet owners in Singapore are no longer willing to buy a random bag of products from the nearby pet store. They invest time in research and are willing to spend on premium food, healthcare, and grooming services. But that’s not all. There’s also a growing market for pet palliative care and funeral services. A company called RehabVet, started in 2019, has seen demand for rehabilitation services grow by 400% since 2020. 

A large percentage of the pet food used in Singapore is imported from other countries, primarily the USA. In 2022 alone, Singapore imported $15.9 million worth of dog and cat food from abroad. This depicted a 17% increase from the previous year. 

What Are Singapore’s Pet Owners Are Buying?

The humanization of pets has become rampant among consumers in Singapore. They are now willing to invest in their pets’ quality of life – better healthcare, nutrition and living environment. The average consumer spends up to $2700 every year on dog food and $2100 on cat food. The high spending on pet care products can be attributed to rising per capita GDP and an increase in disposable incomes. Additionally, the rise of digital platforms has empowered consumers to make informed choices. Online reviews, social media recommendations, and educational resources are influencing purchasing decisions, leading to a more discerning consumer base.

The distribution channels for pet products include hypermarkets, supermarkets, physical pet stores, e-commerce stores and veterinary clinics. Popular pet care products consist of grooming products, flea treatment, deworming medicine, odour control products and more! 

The Role of E-commerce in Pet Care

E-commerce has become a game-changer for Singapore’s pet care industry. In September 2024 alone, the revenue generated by e-commerce pet supplies was US $12 million. As a result of online marketplaces, distributors and manufacturers have an easy way to connect directly with customers. Businesses are increasingly setting up shop on platforms like Shopee, Lazada, Amazon and TikTok Shop. 

For example, Kohepets is an online store that sells dog food, cat food, treats, pet supplies, cat litter & accessories. Initially, they were targeting only the high-end consumer market in Singapore. However, with the onset of the pandemic, many consumers turned to online shopping. This led to Kohepets experiencing massive growth in the mass market segment. 

Growth of e-commerce in pet care

Local e-commerce platforms like Lazada and Shopee have made it convenient for pet owners to access a wide range of products. For instance, in 2023 groceries and pet products were the highest selling category on Lazada! These platforms also organize online pet expo fairs with discounts which further helps increase conversions.

Social media sites like TikTok shop and global marketplaces like Amazon have also made it easy for brands to gain wider visibility. When businesses sell on these platforms, consumers feel assured that the products are authentic.

Key E-commerce players in Singapore’s pet market

As the demand for pet care products rises in Singapore, several e-commerce platforms have established themselves as go-to destinations for pet owners. Here’s a look at the key players shaping the Singapore pet market:

1. Shopee: Shopee is a leading platform for pet supplies in Singapore, especially during major sales events. For example, during Shopee’s 9.9 Sale, pet products saw impressive sales volume, with items like pee pads selling over 1,781 units in just one day. 

2. Lazada: Lazada is another prominent player in the pet care market. Sellers frequently showcase promotions on popular pet products like food, toys, and accessories. The platform’s focus on pet product discounts and special deals highlights the popularity of pet care items. 

3. Amazon: Amazon Singapore offers an extensive selection of pet care products, with a strong focus on pet food. The platform has become a go-to destination for pet owners seeking premium products and specialized items. With its reliable delivery system and broad product range, Amazon plays a significant role in meeting the needs of pet owners who value quality and convenience.

5. TikTok Shop: TikTok Shop has become a significant platform for pet products, leveraging its popularity among pet owners and engaging pet-related content. The platform now offers products from well-known brands such as Whiskas and Lily’s Kitchen, appealing to a loyal audience. Live shopping events for pet supplies on TikTok have attracted considerable interest. 

6. Carousell: Carousell enables users to buy and sell both new and second-hand pet products, offering a unique marketplace for cost-conscious pet owners. This peer-to-peer model allows for affordable access to a variety of pet items, from cages and kennels to accessories.

Consumer Behavior in Singapore’s Online Pet Market

During the pandemic, 85% of consumers started buying pet supplies online. As the years have gone by, many of them continue shopping online.  Here’s how consumer behavior is evolving in Singapore’s online pet market:

• Managing budget among rising inflation: When shopping for pet products consumers are looking to find the best deals and cut costs. Data shows that 36% of shoppers frequently buy from brands that offer discounts. Loyalty programs and early bird rates are key trends that can help drive sales. 

• Intentional spending – Consumers are increasingly becoming conscious about their daily spends.  But at the same time, they’re willing to pay extra for products that enhance pet health and well-being. For example, there have been instances where dog owners in Singapore have spent between US $500 – $800 for health checks so that their dog could travel with them! 

• Flexible payment options – Shoppers prefer a variety of payment options, including credit/debit cards, digital wallets (like GrabPay and PayNow), and Buy Now Pay Later (BNPL) services. This flexibility encourages more purchases as consumers can choose the method that suits them best. 

• A strong link between e-commerce, mobile phones and social media: Apps for pet care, pet grooming and health checks have gained widespread popularity. Social media platforms like Instagram and TikTok are influencing pet care purchasing trends. Pet owners often discover new products through social media and trust recommendations from influencers and online communities.

• Transparency about products:  Consumers are demanding more transparency regarding product ingredients and sourcing. Brands that provide detailed information about their products’ origins and benefits tend to build trust with consumers.

• Shift towards functional pet foods: Pet foods that focus on wellness – like high protein foods are gaining popularity among pet parents. Foods that are made with natural, sustainable ingredients are also being actively sought out. 

• Secondhand market: The growth of platforms like Carousell indicates a rising interest in sustainable consumption among pet owners who are willing to buy secondhand items to save money and reduce waste. Popular items that are sold include cat condos, cages and pet beds. Highest conversion in Carousell’s buy-sell-swap section for pet supplies comes from Singapore. 

• Subscription services: Many e-commerce platforms provide subscription services for pet foods, allowing pet owners to ensure their pets receive tailored nutrition without the hassle of reordering. 

Top 10 best pet products to sell online in Singapore

The global pet market has grown by 115% since 2011, creating a lucrative market for businesses and consumers alike. With a growing emphasis on quality, sustainability, and innovation, certain pet care products are gaining traction. 

• Pet food – The demand for premium pet food is soaring as pet owners become more health-conscious. The popularity of freeze dried and organic food options is on the rise. 

• Pet beds – Comfortable pet beds are essential for ensuring pets have a cozy resting place. There is a growing trend for stylish and supportive designs, including memory foam options that cater to pets’ health and comfort.

• Pet clothes and accessories – Pet fashion is booming, with owners eager to dress their pets in trendy clothing and accessories. Many consumers also turn to second hand shopping when buying pet accessories. 

• Grooming products – High-quality grooming products are vital for maintaining pets’ hygiene and appearance. Natural and hypoallergenic options are particularly appealing to pet owners concerned about using harsh chemicals.

• Interactive toys – Interactive toys are designed to engage pets both mentally and physically. With increasing awareness of the need for stimulation, these toys help combat boredom and anxiety, making them a popular choice for pet owners.

• Pet tech gadgets: Innovative pet tech gadgets are transforming pet care. Treat-tossing feeders and interactive cameras allow owners to connect with their pets remotely. 

• Nutritional supplements – Nutritional supplements, such as vitamins and joint health boosters, are gaining popularity as pet owners seek to improve their pets’ health. Offering a range of targeted supplements can attract health-conscious consumers.

• Pet carriers – Stylish and functional pet carriers make travelling with pets easier. Owners appreciate carriers that prioritize safety and comfort, especially those that comply with airline regulations for pet travel.

• Eco friendly pet toys and beds – Sustainability is becoming a key concern for consumers. Eco-friendly pet toys and beds made from recycled or natural materials appeal to environmentally conscious pet owners looking to make responsible choices.

• Training supplies – Products like clickers and training pads are increasingly sought after, as they provide helpful tools for successful training.

Challenges faced by online retailers in Singapore’s pet market

Data shows that there is a growing demand for pet products and services. However, this growth is not consistent across the pet care market. For example, the grooming industry is not very profitable, because of space and manpower constraints. Similarly, online businesses in this sector experience a number of challenges that can hinder growth. 

• High Competition: The pet care market is saturated with numerous online retailers, making it challenging to differentiate brands and capture customer attention. For instance, Singapore has about 20 different dog food companies. But no company holds more than 8% of the sales. In order to stand out, retailers must continuously innovate and refine their marketing strategies. 

• Increasing Order and Delivery Demands: As consumer expectations rise, retailers face pressure to fulfill orders quickly and efficiently. Consumers tend to buy from brands that offer express, same day and next day delivery. Meeting these demands while ensuring product quality can strain logistics and operational capabilities. 

• Lower Margins from Online Sales: Online sales often come with thinner profit margins due to increased competition and customer price sensitivity. Data shows that when shopping online, consumers tend to buy only one product which falls below the shop’s threshold of free shipping. To avoid losing money from online orders, some companies like Gentle Pet Store don’t showcase their entire catalogue online. 

• Price Wars: Intense competition can lead to price wars, forcing retailers to lower prices to attract customers. This practice can erode profits and create and impact the brand’s long-term sustainability. For example, an online retailer called Perromart had to merge with their competitor as they couldn’t keep up with their low-price business model. 

• Supply Chain Disruptions: Unforeseen events, such as natural disasters or global crises, can disrupt supply chains, leading to inventory shortages and delayed deliveries. Businesses in the pet market need to build resilient supply chains by sourcing and storing their products locally. Locad helps brands by letting them store their products in warehouses close to their customers, which results in faster deliveries and lower costs.

• Keeping Up with Eco-Friendly Practices: With a growing consumer focus on sustainability, retailers must adapt their products and practices to meet eco-friendly standards. This requires investment in sustainable sourcing and marketing initiatives. Locad empowers merchants by offering customizable sustainable packaging options.  By integrating these eco-friendly solutions, businesses can appeal to conscious consumers while maintaining operational efficiency! 

• Managing Inventory in Accordance with Varying Consumer Demands: Fluctuating consumer preferences and seasonal trends complicate inventory management. Retailers need to accurately forecast demand to prevent stockouts or overstock situations.

• Gaining visibility in marketplaces: This is a significant challenge for many retailers, especially with increasing competition in the e-commerce space. To stand out, businesses must invest in strategic marketing efforts, optimize their product listings, and leverage data analytics.  Locad aids in this challenge by ensuring businesses maintain a 100% Service Level Agreement (SLA) through constant monitoring of account health and performance metrics. By proactively addressing any issues that could impact order fulfillment or customer satisfaction, Locad helps sellers meet marketplace standards consistently.
• Lack of Defined Pet Food Regulations: The absence of standardized regulations in the pet food industry can create uncertainty for retailers. Ensuring product safety and compliance can be challenging without clear guidelines. 

• Data Management and Insights: Managing vast amounts of consumer data while deriving actionable insights is essential for making informed decisions.  By leveraging advanced data analytics tools, retailers can identify patterns and trends in consumer behavior, to personalize recommendations and tailor strategies. 

• Customer Retention
  Retaining customers in a competitive market is challenging, as consumers have numerous options. But at the same time, online businesses need to remember that acquiring new customers is more expensive than retaining. Retailers must focus on building loyalty through personalized experiences and technology integrations. 

• Omnichannel Retailing
  As consumers expect a seamless shopping experience across multiple channels, retailers must integrate their online and offline presence. This requires investment in technology and consistent branding to enhance customer engagement.

How can the right fulfillment partner help you grow your business in Singapore’s pet market?

Partnering with the right fulfillment service can significantly boost e-commerce success in the pet care industry. Here’s how effective fulfillment strategies can drive performance:

1. Improved Order Accuracy & Timeliness: Efficient order processing and prompt shipping are crucial, especially for essential items like pet food and medications. A reliable fulfillment partner ensures orders are accurate and shipped quickly, boosting customer satisfaction. Locad ensures timely deliveries by utilizing a distributed warehouse network, storing products closest to your customers, and offering flexible integration with multiple carrier partners.
   
2. Cost Reduction: Third-party logistics (3PL) providers offer economies of scale, reducing shipping and operational costs. By consolidating inventory and managing logistics, pet care brands can lower fulfillment expenses. Locad provides preferential shipping rates and partners with the most cost-effective last-mile carriers to help businesses minimize shipping costs.
   
3. Scalability: A 3PL partner allows pet businesses to scale operations flexibly during peak seasons, ensuring high demand is met without compromising service quality. Locad supports scalability with demand forecasting, enabling businesses to seamlessly adapt to fluctuations in order volumes.
   
4. Access to Advanced Technology: Fulfillment providers utilize technology for streamlined inventory management, order processing, and tracking. Locad provides real-time updates, offering insights into sales performance and inventory movement to help businesses make data-driven decisions.
   
5. Enhanced Customer Experience: A reliable 3PL ensures that merchants have the support they need to meet customer expectations. Locad enhances merchant experience by providing real-time updates, a robust ticketing system for quick issue resolution, and dedicated account managers for personalized service.
   
6. Specialized Handling of Pet Products: Pet care items demand careful handling to maintain quality and compliance. A reliable fulfillment partner ensures these products are stored and shipped with the utmost care. Locad utilizes a first-in, first-out (FIFO) inventory system, along with camera-monitored warehouses, to uphold product integrity. 

Partnering with Locad means leveraging these advantages and more!

Conclusion

In conclusion, Singapore’s pet market presents a wealth of opportunities for e-commerce businesses. With rising pet ownership and a cultural shift towards treating pets as family members, consumers are willing to invest in high-quality products and services. The projected growth of the market makes it an important period for retailers looking to tap in. 

To navigate this competitive landscape, partner with Locad and experience sustained growth!  Locad offers streamlined logistics solutions tailored to e-commerce businesses, including same-day delivery and advanced order fulfillment services. By simplifying the cross-border commerce process, Locad helps ensure smooth customs clearance, enabling businesses to import pet products efficiently from abroad.