How do Chinese millennials view their pets amidst declining birth rates?

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Chinese Millennials View Pets as Family Members Amidst Declining Birth Rates

Amidst declining birth rates in China, a growing number of millennials are increasingly viewing their pets as integral members of the family. This shift in perspective is a significant driver behind the booming pet industry, particularly for higher-value services such as daycare, grooming, and training. Younger, urban consumers, in particular, are prioritising spending on experiences and emotional fulfilment, extending these desires to their animal companions.
Pets as Substitutes for Children

The phenomenon of pets being treated like children is becoming more prevalent, as evidenced by services like Paw³, a dog kindergarten in Shanghai offering a structured daily routine of games, snacks, and naps. Owners like Qian Yi, who spends an estimated CNY4,000 yuan (RM2,394) monthly on her border collie, Harry, for daycare, meals, grooming, and other activities, exemplify this trend. This approach reflects a desire for companionship and emotional connection that may be influenced by changing societal structures related to family formation.
Economic Drivers of the Pet Industry

The elevated spending on pets is closely linked to broader structural changes in China's consumer economy. Despite a general softening in overall demand, younger urban consumers are actively choosing to allocate significant portions of their income towards experiences and emotional gratification. This is reflected in industry projections, with Pet Data estimating the urban pet consumption market reached CNY312.6 billion in 2025 and is expected to exceed 405 billion by 2028.
Focus on Socialisation and Emotional Well-being

The demand for services that cater to the emotional and social needs of pets is a key growth area. The founder of Paw³, Jann Zhang, was inspired to open the kindergarten after observing behavioural issues in his own dog, stemming from a perceived lack of socialisation. This insight highlights a growing understanding among owners that pets require social interaction and stimulation, much like human children, to ensure their well-being and address potential anxieties.

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How do Chinese millennials view their pets amidst declining birth rates?

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