Post-90s are the main force of pet raising, and sales of senior dog food have increased by nearly 90%.

The 27th Asia Pet Expo held in Shanghai, the most attention was on pet food at the exhibition. It is understood that pet food has become the largest sub-market in China's pet economy, with a market size of 166.8 billion yuan in 2024, a year-on-year increase of 7.54%. It is expected to exceed 175.5 billion yuan in 2025. Data from the "2025 China Pet Industry White Paper" shows that in 2024, post-90s generation is the main force in raising pets, accounting for 41.2%. Post-00s account for 25.6%, an increase of 15.5 percentage points from 2023. Young consumer groups pay more attention to the nutritional ratio, ingredient composition, and functionality of pet food. An "2025 Pet Industry Consumption Trend Report" released by e-commerce platforms also shows that pet food is showing a trend of specialization. Taking dog food as an example, the search volume for senior dog food has increased by 62% in the past year, sales have increased by 87%, and turnover has increased by 67%, becoming one of the fastest-growing sub-categories.