Furry Fortunes: Market Status and Compliance Landscape of China's Pet Care Industry

According to the 2023-2024 China Pet Industry White Paper (Consumption Report)¹, the number of pet-owning households in China has surpassed 100 million, driving continuous growth of China's pet market expansion. Under this situation, pet care product, particularly pet cosmetics, has emerged as one of the most widely consumed categories, followed by pet food. Currently, pet care product industry is undergoing great change, characterized by an unprecedented increase in consumer demand and evolving regulatory landscapes. Knowing the market dynamics and compliance prerequisites is imperative for enterprises intending to enter this market. 

1. Market Status and Major Trends of Pet Cosmetics in China

(1) More Intensifying Competition as Beauty Brands Venture into the Pet Sector

Pet care products have a high penetration rate in the pet supplies market. Following the 2023-2024 China Pet Industry White Paper (Consumption Report)¹, the penetration rate of pet shampoos and conditioners reaches 69.4% among dog owners and 41.7% among cat owners. In this context, beauty brands are increasingly paying attention to the pet market, launching grooming lines and pet beauty products. For example, prominent skincare brands such as Kiehl's, POLA, and Aesop have begun developing and marketing pet cosmetics and care products. As a result, the pet care market is gradually evolving into a diverse and highly competitive landscape.

(2) More Segmented Market with Growing Variety of Products  

In the early stages, pet care products had a relatively simple positioning, primarily focusing on basic functions such as cleaning, softening fur, and providing fragrance. However, with consumers' changing demands and the developments in products, increasingly differentiated products have been emerged in the Chinese pet market. When searching for "pet cosmetics" on China's e-commerce platform Taobao, the outputs include not only basic pet shampoos and conditioners but also a variety of specialized products, including SPA-quality deep nourishment sets, repair sprays, dry shampoos, eye serums, ear gels, and paw oils. Moreover, pets now can enjoy cosmetics specifically designed for them, such as pet blush, hair dye, and coloring agents. 

(3) Safer Products 

As awareness of pet’s health and safety continues to rise, an increasing number of consumers prefer products with natural and safe ingredients. This drives enterprises to develop safer pet products. Many beauty brands and personal care groups are leveraging their extensive experience and technological expertise in human consumer products over pet product development. By incorporating advanced research findings and high-quality raw materials into pet care products, these beauty brands enhanced pet product quality and safety. For instance, Huaxi Biological has applied hyaluronic acid technology in pet shampoos, improving the moisturizing effect. CAFUNE, a pet brand newly launched by Unilever, focuses on products with natural extracts, claiming that its formulas are gentle and free from any irritative ingredients to animals. Looking ahead, the pet care product market is expected to embrace trends toward natural ingredients and health. 

2. Product Compliance 

To minimize and prevent potential hazards to both humans and pets from unsafe elements in pet products, the Companion Animal Pet of China published the first recommended national standard specifically for pet products in China, titled GB/T 43839-2024 Safety technical requirements for products used for companion animals (pets)² on March 15, 2024. This standard came into effect on October 1, 2024.

This standard outlines quality and safety requirements for each category of pet products, including pet care products. Specific requirements cover raw materials, mechanical and physical properties, chemical safety, electrical safety, microbiological criteria, toxicological safety, and product labeling, along with corresponding verification methods. Enterprises intending to sell pet products in China are suggested to follow these regulations and requirements to improve product image and enhance promotion. 

As per GB/T 43839-2024 Safety technical requirements for products used for companion animals (pets)², terrestrial pet care products include shampoos, body washes, conditioners, cleansing pastes, degreasers, hair dyes, and dishwashing detergents. Specifications and standards are clarified as follows:

(1) Raw Material 

(a) The surfactants used in products must be confirmed biodegradable and harmless to plants, animals, and the environment based on current scientific knowledge. Specific quantitative requirements are: 

• The primary biodegradability of surfactants should be no less than 90%; or 

• The ultimate aerobic biodegradability of surfactants should be no less than 60%.

(b) Preservatives and colorants used in dishwashing detergents must be in line with the relevant provisions for Class B products in GB14930.1 Standards for Food Dishwashing Detergents³. 

(c) Preservatives, colorants, and dyes used in shampoos, body washes, conditioners, cleansing pastes, degreasers, and hair dyes for pet care s must be in line with the relevant requirements in the Safety and Technical Standards for Cosmetics⁴.

 (d) Fragrances used in grooming products must be in line with the relevant provisions of GB/T 22731-2022 Fragrance Compound⁵ according to the product category.

(2) Limits on Hazardous Substances 

(3) Microbiological Criteria

(4) Toxicological Safety

Pet care products should not cause strong irritation to the skin at the recommended usage concentration.  

(5) Test Methods