Three trends

China’s consumer landscape is shifting on several fronts at once, according to market intelligence provider Moojing Global. The company has singled out three patterns it currently considers decisive — and all three are visible in the pet category as well. Moojing Market Intelligence (operating internationally as Moojing Global) is a Chinese e-commerce data provider founded in 2014 that uses AI-driven analysis to track product sales, prices, reviews and social-media conversation across major online platforms in China and, increasingly, internationally. It says it serves more than 500 enterprise clients across over 20 consumer sectors, from food and beverage to beauty and pet products.

First, platform diversification is accelerating. Brands that once concentrated their spending on Tmall are now spreading budgets across Douyin, JD.com and Pinduoduo. Each platform rewards different content and pricing approaches, forcing companies to tailor their strategies channel by channel rather than relying on a single marketplace. The shift also reflects how heavily content commerce and short video now drive discovery.

Second, functional claims are outperforming brand ­equity. Across health, beauty and food, products with specific, targeted positioning are growing two to three times faster than established brand names alone. In the pet food segment, Moojing reports the same dynamic: functional claims such as coat health, immune support and oral care are converting interest into purchases, while generic ‘suitable for all ages’ messaging stalls. The trend mirrors a broader move from reactive treatment to proactive, prevention-led consumption.

Third, domestic brands are closing the gap on international competitors. In nearly every ­category Moojing tracks, ­Chinese brands are winning share through faster product cycles and sharper demand matching. In pet food, domestic players such as Fregate and Furrytail have posted strong growth, while the combined share of the top international brands has eased — though imported labels retain an edge in the premium and super-premium price tiers.

For brands active in or supplying the Chinese market, the takeaway is that scale and heritage no longer guarantee a position. ­Agility — across channels, claims and product development — increasingly decides who gains ground.