What Japan’s Pet Owners Want—and How Brands Can Deliver.

Japanese pet owners treat their furry companions like family, fueling a booming market for premium accessories, emergency vet services, and more. A new 2024 study by our sister company, Cross Marketing Inc., sheds light on the key trends shaping this sector—and how brands in the pet sector can seize this opportunity.

Survey Highlights —Key Findings on Pet Ownership and Behavior in Japan

This pet ownership survey included 1,500 respondents from diverse regions across Japan. The age groups from the 20s to the 60s were represented, and there was a balanced gender distribution and various income levels. This comprehensive demographic sampling ensures the findings reflect a broad spectrum of Japanese pet ownership trends and preferences.

These insights highlight essential trends in Japanese pet owners’ preferences and behaviors, offering pet care brands a clear path to meeting their needs.

Who’s Owning Pets in Japan?

Ownership Rates: Survey data shows 21% of respondents own pets, and 26% have owned them before. Nearly half of Japanese households have experience with pet ownership.
Income-Based Differences: Pet ownership shows a clear correlation with household income. In families with an annual income exceeding ¥10 million, 34% currently own pets, compared to lower ownership rates in households with incomes under ¥4 million.

This distribution suggests a stronger capacity and willingness to invest in pet care among higher-income groups, presenting a prime demographic for premium pet care brands targeting affluent households.

Dogs and Cats Lead the Pack

Pet Preferences: In Japan, dogs and cats reign supreme as the most beloved pets. A whopping 43% of pet owners own canine companions, while 38% own cats. What’s particularly interesting is how income plays a role in pet ownership. Higher-income households show a strong preference for dogs, with an impressive 59% of respondents in this group identifying themselves as dog owners.

Brands can leverage these insights to create targeted products—like breed-specific pet food or accessories tailored to dog and cat owners.

Pet Acquisition: Shops vs. Adoption

Methods of Acquisition: How pet owners acquire their pets reveals an interesting trend. Half of dog owners buy their pets from shops, and 21% from breeders. A third of cat owners rescue their pets, while 26% adopt from friends.

This divide highlights a critical point: dog owners might respond well to premium pet shop partnerships, while cat-related brands could focus on supporting adoption initiatives. Such tailored approaches could help resonate with each group’s acquisition values and behaviors.

How Japanese Pet Owners Are Redefining Outings

Pet Outings Beyond Walks: About 4 in 10 respondents take their pets on outings beyond daily walks, with this behavior even more common among higher-income households and younger age groups. Over half of pet owners in their 20s report frequent outings with their pets, showcasing a shift toward integrating pets into various social activities.

This trend suggests opportunities for brands in the travel, hospitality, and leisure industries to create pet-inclusive offerings. For instance, hotels, cafes, and parks could consider pet-friendly features and services, fostering a community of social pet owners eager to include their pets in their outings.

Health and Grooming Take the Lead

Top Services: 7 in 10 dog owners visit a veterinary clinic regularly, 55% use grooming services, and 44% have pet insurance. Similarly, cat owners prioritize veterinary services (63%) and health-focused pet food (41%).
Untapped Potential: The survey also uncovers an unmet demand for services related to pet funerals, memorials, and insurance. Nearly 40% of dog and cat owners express interest in post-mortem services, indicating a significant growth area for brands.

These findings reveal critical areas for brands to expand or introduce services, particularly around pet wellness, grooming, and memorial services. Pet insurance brands, for example, may consider targeted campaigns emphasizing the long-term security and peace of mind their products can offer.

Honoring Pets: End-of-Life Preferences

Handling Pet Remains: Japanese pet owners prefer dignified end-of-life options. About 32% bury pets at home, while 45% choose cremation, placing ashes in pet cemeteries or at home.

The demand for respectful and meaningful ways to honor pets in their final moments presents an emerging market. Pet care brands may explore services and products around memorial options, such as biodegradable urns or personalized remembrance ceremonies, aligning with Japanese consumers’ desire to honor their pets’ lives with dignity.

Brand Implications and Strategic Opportunities

The findings from this 2024 pet ownership survey offer rich insights for brands looking to engage with Japan’s evolving pet care market. For pet care brands, the data not only highlights consumer trends but also reveals clear opportunities for innovation and brand differentiation. Here’s how brands can leverage these insights to create impactful, consumer-focused strategies.

1. Personalized Marketing and Segmentation: Targeting Based on Demographics and Income

Insight: The survey shows pet ownership rates and spending on pet care services increase with household income. Higher-income households are more likely to spend on services like grooming, veterinary care, and specialized pet food, while younger consumers show a trend toward pet-inclusive lifestyles.

Strategic Opportunity: Brands can create highly targeted marketing campaigns by segmenting their audience based on income and age. For example, premium brands might focus their campaigns on affluent households, highlighting high-quality or luxury pet products. Meanwhile, brands targeting younger audiences could emphasize pet-friendly lifestyle products, such as portable pet carriers, outdoor gear, or eco-friendly options, aligning with their social and environmental values.

Here’s our guide on 8 types of pet parents and their personas.

2. Health and Wellness: The Rising Demand for Specialized Pet Nutrition

Insight: Both dog and cat owners prioritize health-focused pet food, with significant usage rates across all income brackets. Additionally, consumers’ interest in long-term health services, such as insurance and wellness plans, suggests a shift toward preventive care and personalized nutrition.

Strategic Opportunity: Pet food brands can explore formulations that cater to specific dietary needs or life stages, such as senior pets, hypoallergenic diets, or high-protein formulas for active pets. Brands can also collaborate with veterinarians to promote science-backed nutrition plans, building trust and authority in the wellness-focused pet food segment. Highlighting transparency in ingredient sourcing and nutritional value can further strengthen consumer trust.

3. Service Innovation: Expanding into Underdeveloped Service Areas

Insight: While veterinary and grooming services are widely used, other areas—such as pet insurance, IoT tools for monitoring health, and end-of-life services—are less utilized but have high-interest levels.

Strategic Opportunity: Pet care brands can capitalize on these gaps by expanding service offerings. For instance:

Pet Insurance: Brands can develop affordable, flexible pet insurance plans that cover routine care and emergencies, addressing the growing demand for pet health security.
Tech-Enabled Solutions: IoT-based products, such as health monitors and activity trackers, can help owners proactively manage their pets’ well-being. Brands can emphasize how these tools provide peace of mind and insights into health trends.
End-of-Life Services: For Japanese pet owners who value respectful end-of-life care, brands can offer tailored services like biodegradable urns or virtual memorials, providing products that honor pets in meaningful, culturally resonant ways.

4. Community and Lifestyle Engagement: Encouraging Pet-Friendly Social Spaces

Insight: The trend toward pet outings beyond traditional walks highlights an opportunity for brands to foster community and social engagement. Pet owners, particularly younger and higher-income demographics, are increasingly looking to include their pets in a broader range of activities.

Strategic Opportunity: Brands in the hospitality, travel, and leisure sectors can create and promote pet-friendly spaces, such as cafes, parks, or events designed for pet owners. Partnerships with businesses that already attract pet owners—like pet-friendly hotels, dog parks, or pet daycares—can help brands build visibility within this community. Social media campaigns encouraging customers to share photos of outings with their pets can also help build a lifestyle brand that resonates with Japan’s social pet owners.

5. Sustainability: Meeting the Demand for Eco-Conscious Pet Products

Insight: As pet owners increasingly seek eco-friendly options, especially around end-of-life care, there is a market for sustainable products that align with consumer values.

Strategic Opportunity: Pet brands can offer eco-conscious alternatives, such as biodegradable pet supplies, sustainable packaging, and organic pet foods. For example, end-of-life care products could include options like compostable urns or plantable memorials. Marketing these products with a focus on environmental stewardship can attract Japan’s growing base of eco-conscious pet owners.

6. Building Loyalty Through Data-Driven Personalization

Insight: With the growing use of health-focused food, grooming, and veterinary services, there is a wealth of behavioral data that brands can use to create personalized experiences for pet owners.

Strategic Opportunity: Brands can leverage customer data to deliver tailored recommendations, reminders for routine care, and personalized promotions. For instance, subscription services for pet food could offer delivery schedules based on breed and age, while loyalty programs could provide rewards for recurring purchases of essential pet items. Brands can also explore partnerships with veterinary clinics to create a holistic ecosystem of pet wellness, adding convenience and a sense of community.

By aligning with the core values and needs reflected in Japan’s pet ownership trends, brands can build meaningful connections with pet owners. Whether through targeted wellness products, tech-enabled pet care, or eco-conscious offerings, these strategies position brands to thrive in a market where pets are cherished as family.

Case Study: Aiken Genki – Leading the Way in Health-Focused Pet Food

Background
Aiken Genki is a pioneering Japanese pet food brand specializing in health-conscious, science-backed pet nutrition. Founded in 2001, its mission is to support the long-term well-being of pets through high-quality, nutrient-rich food. As Japanese pet owners increasingly prioritize their pets’ health, the brand has seen steady growth, with a 20% revenue increase in 2023 alone, according to the Japan Pet Food Association Annual Report.

Strategy
Aiken Genki leverages a comprehensive approach to pet wellness, emphasizing nutritional transparency, veterinary endorsements, and innovative formulations. The brand sources high-quality, natural ingredients and offers a range of specialized products, such as senior pet formulas and hypoallergenic options for pets with dietary sensitivities. In partnership with local veterinarians, Aiken Genki has also launched educational campaigns to raise awareness of pet health risks and the benefits of proper nutrition.

Transparency and Trust: The brand’s transparency around ingredient sourcing and nutritional value has been central to building consumer trust. Each product lists complete ingredient profiles alongside a breakdown of nutritional benefits, which is increasingly important to health-conscious pet owners.
Veterinary Partnerships: Aiken Genki collaborates with veterinary clinics to offer expert-backed dietary advice and product recommendations, positioning the brand as a trusted resource within the pet health ecosystem.
Digital Personalization: Through its online platform, Aiken Genki provides personalized recommendations based on pet age, breed, and specific health needs, allowing pet owners to select the most suitable products.

Results
Aiken Genki’s strategic focus on wellness and transparency has resonated strongly with Japanese consumers, particularly within the high-income demographic segment. In a recent customer survey, 78% of respondents cited ingredient transparency as a critical factor in purchasing decisions. This alignment with consumer values has driven customer loyalty and brand advocacy, securing Aiken Genki’s position as a top choice for health-conscious pet owners in Japan.

Case Study: Cocoro Petcare – Eco-Friendly Solutions for End-of-Life Care

Image Credit: Cocoro

Background
Cocoro Petcare, founded in 2015, focuses on providing eco-friendly pet supplies and sustainable end-of-life care options. Recognizing the demand for products that align with Japan’s increasing environmental awareness, Cocoro has carved out a unique niche, offering products like biodegradable pet urns and sustainably sourced pet accessories. The brand has become a preferred choice for eco-conscious pet owners, with a reported 15% increase in market share in 2023 (Source: Nikkei Asia, Pet Industry Trends Report, 2024).

Strategy
Cocoro Petcare’s business model revolves around sustainable innovation and cultural sensitivity, especially concerning pet memorials. The brand’s offerings address Japanese pet owners’ desire for meaningful, respectful ways to honor their pets while being mindful of environmental impact.

Biodegradable and Sustainable Products: Cocoro Petcare’s product line includes biodegradable urns, eco-friendly pet beds made from recycled materials, and toys crafted from natural fibers. By emphasizing sustainable materials, Cocoro resonates with pet owners who prioritize environmental responsibility.
Memorial and Remembrance Services: Cocoro provides personalized memorial options, such as engraved urns, and offers services to help families hold virtual memorials for their pets. These services cater to Japanese consumers’ preference for honoring their pets with dignity and reflect broader cultural values around respect and remembrance.
Community Engagement and Awareness: Cocoro frequently collaborates with environmental organizations, hosting workshops and webinars on sustainable pet ownership. Through these partnerships, the brand strengthens its community presence and educates pet owners on eco-conscious choices.

Results
Cocoro Petcare’s commitment to sustainability has garnered high engagement from younger, environmentally aware pet owners. In a recent brand loyalty survey, 68% of Cocoro customers stated they chose the brand due to its eco-friendly focus (Source: Japan Consumer Insights on Sustainability, 2024). Additionally, Cocoro’s partnerships with environmental NGOs have amplified its brand reach, making it a well-recognized name among Japan’s eco-conscious consumers.

Key Takeaways for Pet Care Brands

To effectively engage with Japan’s passionate pet owners, brands can focus on these strategic areas:

Personalized, Data-Driven Marketing: Leverage data to tailor campaigns by income and age, focusing on premium and lifestyle-oriented products for different demographics.
Position Wellness at the Forefront: Emphasize high-quality, transparent ingredient sourcing and partner with veterinarians to support health-conscious pet food and products.
Expand in Underdeveloped Service Areas: To meet underserved needs, consider expanding into pet insurance, IoT health tools, and dignified end-of-life services.
Encourage Community Engagement: Support pet-friendly spaces and social initiatives that allow owners to include pets in daily outings and social activities.
Offer Eco-Friendly Options: Capture eco-conscious consumers by developing sustainable products, particularly in end-of-life care and everyday essentials.
Build Trust through Transparency: Maintain open, detailed communication about product quality, sourcing, and benefits, fostering long-term loyalty.

Japan’s pet care market continues to grow, driven by devoted pet owners who view their pets as cherished family members. For brands, this presents a unique opportunity to align with the values and needs of this passionate audience by emphasizing wellness, transparency, and eco-consciousness. As pet care trends evolve, those brands that stay attuned to these insights will not only connect with consumers but also lead the way in Japan’s dynamic pet care industry.

Ready to strengthen your brand’s impact in the Japanese pet care market?

Connect with our team to access in-depth consumer insights and tailored strategies that position your brand for growth in this thriving sector. Let’s work together to create products and experiences that resonate with Japan’s pet owners and drive meaningful results.

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