With a suitcase and a bag in hand, Wang Lingruijing hurried between booths at the recently concluded Pet Fair Asia expo, searching for premium pet food. For Wang, like millions of Chinese pet owners, pets are cherished companions. "Pets heal us," she says gently.

Her 9-year-old dog has entered its senior years. "He has cataract, so I'm looking for food containing blueberries and carrots, ingredients that support eye health," she explains. "Nutrition through food is always better than relying on medication, isn't it?"

Hosted at the Shanghai New International Expo Centre from August 20 to 24, the 27th Pet Fair Asia, an international exhibition dedicated to pet supplies, served as an ideal platform for pet owners to purchase products.

This year, the fair attracted over 2,500 domestic and international enterprises showcasing their latest offerings, with "scientific pet parenting" emerging as one of the standout on-site keywords. Meanwhile, as China's pet market booms, many domestic brands are paving the way for export.

Data from the 2025 China Pet Industry White Paper, released by the industry platform Petdata, shows that the total number of pet dogs and cats in urban areas across China reached 124.11 million in 2024. According to iResearch Consulting Group, an estimated 50 million of these pets will enter their senior years, fueling demand for age-specific nutrition and care services.

"In recent years, we have witnessed a notable shift. Pet owners are paying greater attention to pets' natural needs. They are not humans, so even the most advanced nutritional formulas designed for humans cannot meet their requirements," says Xu Juan, general manager of Royal Canin China. No longer content with merely "feeding their pets", owners now seek food tailored to specific health problems, life stages, and even emotional needs.

To cater to such demands, the company launched three new products at the event, marking its 30th anniversary in China, including a Corgi-specific food making its exclusive debut, which was developed based on insights into the local market.

"For purebred cats and dogs, they not only have unique nutritional needs but may also face congenital defects or specific health concerns," Xu notes. "Our nutritional solutions take into account all living environments and health conditions a pet may encounter throughout its life cycle, such as urinary and kidney problems, or gastrointestinal disorders."

At the fair, "pet food nutritional pyramids" were increasingly visible. These glass structures, layered from bottom to top, visually break down pet food formulas — grains at the foundation, meat ingredients in the middle, and functional additives, such as vitamins and minerals, at the top.

The shift toward scientific pet parenting has profoundly reshaped the market. "Pet owners want transparency. They want to know what ingredients are in the food and whether it can address problems like tear stains or foul-smelling feces," says Tu Songsong, sales director at Rosy Fresh, a pet food brand specializing in fresh meat baked kibble. The brand refines its baked kibble products, which are marketed as more nutritious and easier to absorb.

For pet owners who prefer fresh food, brands like Pet&Fresh are redefining convenience.

Launched in 2024, the brand unveiled its flagship fresh food product, "Daily Fresh Bento", at the fair, emphasizing daily fresh preparation and same-day sales. Promoting the concept of "genuine quality meat, authentic nutrition, and same-day freshness", the company offers 12 varieties of bento, featuring traceable ingredients and balanced nutrition, catering to pets of different ages and health conditions.

"We mainly focus on the online-to-offline (O2O) model, which offers instant delivery, with the fastest service in just 30 minutes," says Xu Zhujun, cofounder of Pet&Fresh. By establishing multiple forward distribution centers, the brand has cut the traditional two-to-three-day delivery time to just one hour, significantly boosting convenience and ensuring freshness. These centers also provide customized treats for pets' birthdays and adoption anniversaries, infusing ordinary shopping with emotional value.

Zha Xiaoxian, a regular customer of the brand, shares: "I usually prepare fresh food for my pet. I've always thought commercial dog food is like instant noodles for humans. Given the choice, I'd definitely opt for fresh food for my dog."

In recent years, a host of Chinese pet food brands have continuously raised their production standards, gaining popularity among pet owners worldwide. Wanpy, a pet food brand under China Pet Foods Group, now exports its products to 73 countries. In 2024, the group's overseas revenue hit 3.05 billion yuan ($427.6 million).

Such global sales are supported by an international supply chain network. "We are advancing the globalization of our overseas supply chains," says Hao Chenlong, vice-president of Yantai China Pet Foods Co. "We have established factories in the United States, Canada, New Zealand and Cambodia, and plan to expand into Mexico and Europe in the future.

"Good pet food should cross borders, just like the love for pets," Hao emphasized in his keynote speech at the Asia Pet Food Summit held during the pet fair. "Our entire group regards pets as family members. This emotional bond reinforces our belief that the development of the pet industry and the pursuit of quality are not merely commercial goals, but also a commitment to life and social responsibility."

Cui Chuandong contributed to this story.