Singapore Pet Market Insights

Although a small country, Singapore’s population of pet dogs, cats, and small mammals (hamsters, guinea pigs, and rabbits) has been growing over the years.

In Singapore, the dog and cat population have increased by CAGRs of 1.9% and 7.3% respectively from 2016 – 2020. Showing a higher growth in cat population. Both are expected to grow to 1.3 million (cat) and 465,000 (dog) by 2025. This is due to the fact that cats require less space and Singapore is quite a small country. 

Singapore Retail Market Size

In 2016, Singapore has a market size of US$78.0 million which grew into US$91.6 million in 2020. The projected market size by 2025 is US$111.9 million. Every category of pet foods has contributed to the growth in Singapore and seemingly will continue to do so. In 2020, research shows that more than half of the pet food market was made up of dog food at 62.1% following by cat food at 26.2%. 

Pet Food Company Shares in Singapore

In 2019, 55.8% of pet food purchases in Singapore were made from the top five companies: Mars Inc., Nestle SA, Colgate-Palmolive Co, WellPet LLC, and Fish4Dogs Ltd. 

Mars Inc., Nestle SA, and Colgate-Palmolive Co lost market share from 2015 – 2019 with a CAGRs of -4.3%, -3.0%, and -4.9% respectively, while WellPet LLC and Fish4Dogs Ltd. gained market share during the same years, with CAGRs of 3.6% and 12.2% respectively. 

This shows that the Singapore pet food market is dominated by international brands, you can see the breakdown of the most popular brands in Singapore below. 

The top 10 brands are all international brands, with Hill’s Science Diet (by Colgate-Palmolive) at the top with retail sales value of US$6.5 million, followed by Wellness (by WellPet LLC) at US$4.8 million. 

Singapore Pet Food Market Segmentation

Dog Food

From 2016 to 2020, dog food sales experienced a steady increase, from US$48.8 million to US$56.9 million, with a CAGR of 3.9%. Dry dog food accounted for 68.0% of total dog food sales in 2020. 

Premium-priced dry dog food was the strongest driver of overall dog food value sales. Premium-priced dry dog food, which represented 87.3% of total dry dog food sales in 2020, had strong growth from 2016 to 2020 and is expected to continue this trend from 2021 to 2025. In the coming years, innovative pet humanization trends such as insect- and plant-based protein are expected to lead the dog food market in Singapore. Manufacturers will seek to launch more functional and natural dog food to meet dog owners’ desires (Euromonitor, 2020).

Cat Food

Cat food grew significantly from 2016 to 2020, at a CAGR of 11.6%, and is forecast to grow at a CAGR of 4.0% between 2021 and 2025. Dry cat food accounted for 29.0% of the cat food sales in 2020 and recorded a CAGR of 5.4% from 2016 to 2020. Premium dry cat food had the highest growth in the dry cat food category, with a CAGR of 8.4%, from 2016 to 2020 and is forecast to take the lead (CAGR of 3.3%) from 2021 to 2025.

Wet cat food accounted for 52.1% of the cat food sales in 2020. Wet cat food sales were stimulated by higher demand for functional and natural products (Euromonitor, 2020). Cat treats and mixers recorded a CAGR of 20.5% from 2016 to 2020 and is expected to grow at a CAGR of 7.0% from 2021 to 2025.

Singapore Pet Product Distribution Channels

In 2020, grocery retailers (22.4%) and non-grocery specialists such as pet shops (51.7%) sold most of the pet products in Singapore. Pet shops remained the dominant sale distribution channel for dog and cat food. E-commerce won share from pet shops and supermarkets, with a CAGR of 26.0% from 2016 to 2020.

Resource: Sector Trend Analysis – Pet Food Trends in Select CPTPP Markets: Vietnam, Singapore, Malaysia, Chile and Peru; by Agriculture and Agri-food Canada, Government of Canada