In Singapore, the relationship between pet owners and their animals is deeply emotional. It influences purchasing decisions, expectations of brands, and interest in new solutions adapted to the local climate and lifestyle. A survey conducted among members of our Singaporean panel sheds light on this evolving market.
Key figures
29% of respondents live with at least one pet.
66% of owners consider him or her as their child or a full-fledged member of the family.
46% of pet care decision-makers have recently purchased pet supplements.
87% of owners are open to non-invasive home testing.
Dogs are the dominant species, but households vary.
Among the owners surveyed, 51% live with a dog and 32% with a cat. Other animals are less common but reflect a real diversity:
fish: 11% ;
small mammals: 8% ;
birds: 8% ;
Reptiles or amphibians allowed: 3%.
Some households own several species. For brands and research institutes, this diversity highlights the importance of segmenting studies according to the animal, its age, its needs, and the living conditions of the household.
The animal occupies a strong emotional place
43% of owners describe their pet as their child or their "fur baby." 23% consider it a full-fledged member of the family. Including those who describe it as a close companion or an important source of emotional support, 84% describe a strongly affectionate relationship.
This close relationship is reflected in the decisions:
50% are the main decision-makers for products and care;
37% share decisions with another person.
The respondents are therefore not mere observers. They know the animal's routines and directly arbitrate between expected effectiveness, safety, practicality and price.
The basket goes far beyond food.
Among the main decision-makers or co-decision-makers, the purchases made over the last three months are:
main power supply: 92% ;
functional sweets or snacks: 72% ;
litter or cleaning products: 47% ;
animal supplements: 46% ;
grooming, skin or coat products: 44% ;
toys or accessories: 44% ;
dental hygiene products: 34%.
Pet supplements are almost as widespread as cleaning products and even more so than dental hygiene products. Well-being and preventative care are already part of the pet care routine.
A majority of households spend between 50 and 199 SGD per month
Aside from exceptional veterinary emergencies, 55% of households making decisions spend between 50 and 199 SGD per month on their pets. 26% spend at least 200 SGD, while 18% spend less than 50 SGD.
This dispersion highlights the importance of the relationship between perceived value and price. Premium offerings may find their audience, but the demand for accessibility remains very strong.
The unmet needs are very real.
The priority expectations combine evidence, accessibility, and adaptation to Singapore:
affordable supplements with credible benefits: 52% ;
more transparent veterinary prices: 40% ;
skin or allergy solutions adapted to hot and humid climates: 34% ;
simple and affordable insurance: 34% ;
accessible prevention offers: 29% ;
solutions for senior animals, their mobility and longevity: 29% ;
more pet-friendly transport, places or activities: 27%.
The open-ended responses confirm concerns related to the cost of veterinary care, transportation, and reliable boarding or care solutions.
A particularly favorable environment for home testing
41% of pet owners would readily agree to participate with their pet in a non-invasive at-home product test. 14% responded "probably" and 33% "maybe, depending on the product".
In total, 87% are open to the principle and 96% agree to be contacted again by SYRES regarding these studies.
Home testing allows us to study the animal's acceptance of the product, its ease of use, its integration into the routine, and the changes observed by the owner in a familiar environment.
What brands can learn from this
The Singaporean market isn't simply demanding more products. Homeowners are looking for credible, climate-appropriate, practical solutions offered at a price they consider reasonable.
SYRES' local presence allows for the recruitment of qualified owners and the conducting of pet care usage studies in real-world Singapore conditions.
Are you looking to evaluate a pet food, supplement, grooming product, or pet care service in Asia? Contact SYRES to develop a protocol tailored to the animal, the owner, and the desired benefits.
Suggested internal link: Also find our analysis of the uses and obstacles related to food supplements in Singapore.
Methodological note: This survey was conducted among members of the SYRES Singapore panel. Results relating to purchases, expenditures, and needs pertain to primary owners or co-decision-makers. Multiple-choice questions may exceed 100%. The results describe the survey participants and are not representative of the entire Singaporean population.
