Pet content today extends well beyond photos and entertainment.
Across social platforms, pet creators share product discoveries, care routines, feeding ideas, training tips and everyday moments with their audiences. In China, this type of content is attracting a significant share of consumers.
TGM StatBox data on pet industry trends in China shows that following pet influencers has become a notable form of participation in the category.
According to TGM China Pet Care Insights 2026, 44% of Chinese consumers follow pet influencers on social media.
That level of participation shows how closely pet ownership and digital content are becoming connected.
For many consumers, creators can act as a regular source of inspiration around how pets are cared for, what products are available and what trends are gaining attention. The relationship can be especially relevant in a category where purchases are often influenced by trust, familiarity and shared experience.
Pet influencers can also make new products or behaviors feel more relatable by showing them in everyday situations rather than in a traditional advertising format.
For brands, the opportunity lies less in simply appearing in influencer content and more in understanding which creators, communities and topics genuinely matter to their target audience.
Following a pet influencer does not automatically translate into a purchase, but regular exposure to creator content can shape what consumers notice, consider and remember.
Creators can play a role at different stages of the consumer journey. A post can introduce a new product, explain how it is used, compare options or simply keep a brand visible over time.
This makes influencer activity particularly relevant for categories where education or demonstration can support consideration, such as pet nutrition, grooming, healthcare products and pet technology.
The stronger opportunity comes when social engagement is viewed alongside other behaviors.
Looking at what influencer followers buy, where they shop, how much they spend and which product features matter to them can help brands identify where social media has the greatest commercial relevance.
Social media can shape discovery, but purchase decisions continue across other channels. See where pet owners shop for supplies across APAC.
Explore more pet care statistics on TGM StatBox to better understand the behaviors, preferences and trends shaping pet ownership across different markets.
TGM Research conducted 7,342 Computer-Assisted Web Interviews (CAWI) with consumers across 7 countries in the APAC region, including 1,135 participants in China, between 16 July and 23 July 2026. The sample included 4,543 pet owners in APAC and 817 pet owners in China, aged 18 to 55+.
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