India’s pet care market is entering a new phase. What was once largely a market centred around basic pet ownership is increasingly being shaped by consumers who see pets as members of the family — influencing how they think about nutrition, healthcare, convenience, sustainability and spending.
This shift is particularly visible among younger urban consumers and double-income households, where premium pet food, preventative wellness, subscriptions and technology-enabled services are beginning to resemble trends already seen across the human wellness industry.
For this edition of The Untapped 30, we spoke with Prof. Wing LEE, Partner at WNJ Ventures, about how pet parent behaviour is evolving, which categories remain underexplored, what makes building trust difficult for pet brands, and where he sees the biggest opportunities emerging by 2030.
The discussion also looks beyond India to Hong Kong, Singapore and Taiwan, where premiumisation, digital adoption and changing household structures are influencing how consumers discover, purchase and engage with pet care products.
Untapped Markets has explored these dynamics in greater detail in its Pet Parent Behaviour in Hong Kong, Singapore and Taiwan Survey Report 2026.
“As a Venture Capital investor focused on the way our next generation live, learn and play, I believe that the pet care market will increasingly mirror the sophistication of the human wellness market.”
— Prof. Wing LEE, Partner – WNJ Ventures
1. What major consumer shifts are you seeing in India’s pet care market right now?
The most profound consumer transformation is the cultural transition from pet ownership to parenthood – as individuals increasingly treat their companion animals as cherished family members.
Pet parenthood culture is increasing the fastest in major tier-1 cities in India such as Mumbai, Delhi and Bangalore, fueled by rapid urbanisation, younger demographics and double-income households. This subsequently drives premium customisation and sustainability as key consumer trends as pet parents actively seek out products that align with their own lifestyle and ethical values.
2. Which pet food, pet wellness, or pet services categories do you think are still underexplored in the industry?
While basic pet food (such as dry kibble) and general grooming represents well-penetrated sub-sectors in the pet market, several high-margin niches are emerging:
Premium pet food such as fresh, human-grade wet foods are still underrepresented. In addition, cat-specific premium foods are also highly underpenetrated, especially given that cats now make up over 25% of India’s pet food market.
3. How are pet parents changing in terms of nutrition, ingredients, convenience, and willingness to pay?
Pet parents shop for their animal companions the same way they shop for themselves and their children.
With the rise of double-income, no-kids (“DINK”) households and delayed parenthood, a more significant part of disposable income is being channeled towards pets, which drives changes in:
- Nutrition – A clear move away from dry food to human-grade, protein-first and health-led products. Consumers diligently read ingredient lists for their pet companions.
- Convenience – Subscriptions are becoming the holy grail. Pet parents want recurring deliveries of heavy bags of food or monthly supplies of litter without having to remember to reorder.
4. What are the biggest challenges for pet care brands trying to build trust and repeat purchase in India?
As with most emerging markets, the two biggest challenges for pet brands lie with brand credibility and supply chain management.
India’s fragmented vet ecosystem exacerbates the brand credibility issue. The lack of a reliable veterinary referral network means consumers heavily rely on word-of-mouth recommendations. Fragmented distribution channels lead to higher cost in building trust online and offline.
Retention is also a huge challenge. Repeat purchase relies on product consistency and availability. Supply chain issues that leads to stock shortages and on-time delivery (for fresh foods) forces pet parents to switch brands and not be as reliant on subscription services.
5. What advice would you give to founders building pet care brands today?
The pet sector has become an intensely competitive space. Therefore, you must find a niche – whether it’s product, brand or distribution – that powers your early go-to-market strategy.
Additionally, invest in education. Most pet parents who adopt in recent years are first-timers. Brands that provide free, reliable education on pet wellness, nutrition and behavioral training earn customer loyalty that really pays off in the long run.
6. Looking ahead to 2030, which pet care categories do you believe will become major opportunities, and why?
On the back of the aforementioned trends, the pet care market will increasingly mirror the sophistication of the human wellness market. Therefore, there are major opportunities across similar verticals, from pet insurance, tech-powered pet health to sustainable and alternative proteins.
7. Since Buddy Bites operates mainly in Hong Kong, Singapore and Taiwan, what similarities are you seeing across these markets in pet parent behaviour and demand for premium pet food?
Hong Kong, Singapore and Taiwan share key characteristics as pet food markets driven by strong demographic and lifestyle shifts.
In additional to the willingness to spend on premium products and pet-as-child substitution mentioned, these are also compact urban cities with high digital adoption.
E-commerce, social commerce and omnichannel retail play a massive role in how consumers discover and purchase pet food in these markets. Therefore, it aligns with our focus on direct-to-consumer, subscription at Buddy Bites.
The Untapped Perspective
Prof. Wing LEE’s observations point towards a broader evolution of the pet care economy: as the relationship between consumers and their pets changes, the categories surrounding them become increasingly sophisticated.
The opportunity is no longer limited to traditional food and grooming. Nutrition, preventative health, insurance, technology, subscriptions and sustainable products could increasingly form part of the everyday pet care ecosystem.
Hong Kong, Singapore and Taiwan offer an important window into how this evolution may play out. High digital adoption, premium spending and omnichannel purchasing are already influencing how pet parents discover and buy products across these markets.
For a deeper look at these behaviours, explore Untapped Markets’ Pet Parent Behaviour in Hong Kong, Singapore and Taiwan Survey Report 2026.
The Untapped 30 is an interview series by Untapped Markets featuring founders, investors, operators and industry leaders shaping emerging markets and identifying opportunities that deserve a closer look.
