A quiet revolution is transforming China's pet care industry as domestic brands rapidly gain market share in cleaning and grooming products. Where international brands once dominated as symbols of quality, local manufacturers are now reshaping the market landscape through competitive pricing and technological innovation.
Pet Cleaning and Grooming: The New Growth Engine
The global pet care market has witnessed remarkable growth in cleaning and hygiene products. While China's market developed later than mature international markets, it now demonstrates explosive growth driven by evolving consumer attitudes and the emergence of younger pet owners.
Current pet cleaning products fall into four main categories:
- Basic cleaning (litter, toilet cleaners)
- Facial feature cleaning (eye, ear, and oral care)
- Environmental cleaning (deodorizers, disinfectants)
- Body cleaning (shampoos, conditioners)
Regulatory Challenges and Market Potential
Despite rapid growth, China's pet cleaning market faces regulatory hurdles compared to developed markets where products face strict oversight. Currently, China primarily relies on a 2013 industry standard for pet cleaning products, with some manufacturers adapting human care standards or creating their own specifications.
Encouragingly, industry associations have begun developing specialized standards for pet cleaning products, signaling market maturation and providing stability for industry participants.
The Domestic Brand Advantage
Market analysis reveals several advantages for local manufacturers in this sector. Pet cleaning products see frequent purchases but low brand loyalty, with consumers prioritizing functionality over brand recognition. The category also maintains higher profit margins than many other pet care segments.
Domestic brands now dominate key product categories. In the litter segment, Chinese brands control 45.5% of the top-tier market share on major e-commerce platforms. Similarly, local shampoo brands like Snow Mink Fragrance command nearly 40% of the bathing product market.
As pets gain family-member status, demand grows for specialized cleaning solutions that bridge pet care and household hygiene. Brands like Naipet and Zaisan have successfully capitalized on this trend through targeted product development.
Case Study: Naipet's Market Strategy
Naipet originated from Zhejiang Qingyue Group, which developed disinfectants for medical and agricultural applications. Recognizing technological gaps in pet care, the company adapted its expertise to create safer, more effective solutions for household pets.
Key innovations include:
- ElectroPero Technology: An imported cleaning system that combines deodorizing and disinfecting capabilities
- Consumable-Free Devices: Water-based systems eliminating ongoing supply costs
- Safety-Focused Formulas: Using hydrogen peroxide concentrations safe for pets and children
Beyond hardware, Naipet developed feline aromatherapy products using plant extracts and plans to expand into smart pet product solutions in 2024.
Commercial Strategy and Market Expansion
Naipet's business model emphasizes sustainable partnerships over short-term gains. The company avoids inventory pressure on distributors and offers replacement warranties rather than repairs. Its pricing structure allows pet businesses to achieve cost savings that often offset equipment investments within a year.
The brand maintains strict price controls across channels, ensuring higher online prices than offline to protect retailer margins. Future product differentiation between channels will further safeguard partner interests.
With high consumer education costs for technical products, Naipet will focus on offline channels including breeders, pet stores, and veterinary clinics for the next two years, while developing simplified products for international online markets.
Market Outlook
Global pet cleaning product sales are projected to grow from $8.4 billion in 2022 to $12 billion by 2032. China's market shows even stronger potential, with retail sales expected to reach $2.2 billion by 2024, representing a 17.8% compound annual growth rate since 2019.
Key trends driving future growth include:
- Integration of pet cleaning into household routines
- Diversification of cleaning scenarios
- Specialized product functionality
- Precision targeting of consumer needs
As the market evolves, domestic brands that combine technological innovation with sustainable business models appear best positioned to lead China's pet care revolution.