Singapore Pet Products
Pet ownership in Singapore is on an upward trend, growing 3% annually for the past 5 years.
Industry sources expect this to continue as, since the pandemic, many have cited the yearning for companionship and having emotional support as reasons to adopt a pet. There has also been a gradual mindset change amongst the young as more are also opting to have pets instead of children citing societal and career stress and a change in personal aspirations. This has also correspondingly perpetuated Singapore’s low fertility rates. Pet ownership in Singapore increased by a whopping 30% during the pandemic as the population needed to work from home. Once the economy resumed, welfare groups also reported that they saw higher levels of pet abandonment which they attribute to the pandemic as well.
Approximately 80% of households live in public housing apartments which require inhabitants to adhere to stricter rules compared to those imposed on private property dwellings for pet ownership. For example, cats are not allowed to be kept in apartments as they are generally difficult to be contain within the flat while for dogs, only selected and approved breeds of canines are permitted. All dogs are required to be licensed to ensure the traceability of disease outbreak and to discourage pet abandonment.
Adopting a pet through animal welfare groups is encouraged to give the rescue animals a second chance to be with a family, is more cost-friendly and prevents irresponsible breeding. In April 2022, Project ADORE (Adoption and Rehoming of dogs), with the support of several government agencies, piloted a program that aimed to assess the acceptance of more local mid-sized mixed-breed dogs in public housing flats. This would take mongrel breeds off the streets and into homes and curb the stray dog population. The program so far has been a success.
Discerning pet owners are now spending more on their pets with quality food products and accessories. According to available market research, the revenue in the pet food segment amounted to US$108.10m in 2022 and is expected to grow annually by 4.0%. There is a demand for pet food that promotes the overall well-being of pets with nutritional contents that support a calm demeanor and improve cognitive health, dental health and healthy skin and hair coat. Freeze-dried, organic and freshly made pet food subscription meals are gaining traction.
Pet owners are also choosing environment-friendly products to help reduce the carbon footprint such as compostable waste bag, pet toys and beds made from recyclable materials. With the growing trends of “humanization” and “premiumization” of the pet market industry, pet tech gadgets such as treat tossing feeders and interactive pet cameras, pet nutritional supplements and services such as veterinary services, pet insurance, grooming and spas, boarding and obedience training services are also driving the pet market growth.
Pet shops are located in most malls and they also offer e-commerce options and loyalty programs for customers. Major e-commerce marketplace like Shoppe and Lazada also organize online Pet Expo Fairs with discounts, free shipping and other promotions. Distributors and retailers are constantly seeking novel and new products.
U.S. manufacturers who wish to explore these opportunities or partner with Singapore entities may contact Ms. Melody Yeo at the U.S. Commercial Service in Singapore.