Written by

Phuong Doan

A marketing professional focused on transforming insights into accessible content that help audiences better understand consumers and markets.

Key Insights from the TGM Global Pet Care Insights 2026

APAC NPS Drivers: What Makes a Pet Food Brand Recommendable?

December 01, 2025

(Updated July 10, 2026)

This article highlights the key factors that make pet food brands recommendable in APAC, focusing on NPS (Net Promoter Score) drivers, owner expectations, and the elements that build brand loyalty across the region.

Choosing the right food is a major decision for pet owners in the changing pet care market. A brand that gets a good recommendation isn't just a top seller, but it has to successfully offer high quality, trustworthiness, good value, and meet modern trends.

According to the latest TGM APAC Pet Care Insights 2026: Nutrition and Product Purchases pet owners in this region are not only thinking more carefully about what they feed their pets, but they are also changing their daily routines to focus on balance, convenience, and overall wellbeing.

Key Takeaways

While price and value remain the top trial drivers, long-term brand trust in the APAC region is anchored in organic ingredients and veterinary approval.
Consumers are researching products heavily online, with 43% shopping digitally more often.
Eco-friendly factors like sustainable packaging and ethical sourcing have shifted from "nice-to-have" to baseline expectations.
Dog owners are generally more willing to recommend their food brands than cat owners (58% vs. 52% Net Promoter Score).
To win in the competitive APAC market, brands must balance premium/ethical quality standards, segmented marketing strategies.

What Builds Trust in Pet Food Brands Across APAC

Price/value stay dominant with 20% of APAC owners consider when trying new pet products (TGM APAC Pet Care Nutrition Insights, N=3726). However, owners at the same time still prioritize the following criteria to assess reliability and make a final decision:

Organic Ingredients (16%): Driven by healthy living trends, many owners seek products that use natural ingredients and are free from artificial preservatives and colorings to ensure maximum safety for their pets (TGM APAC Pet Care Nutrition Insights, N=3726).

Vet Approval/Recommendation (13%) is one of the keys to build trust (TGM APAC Pet Care Nutrition Insights, N=3726). If a brand is supported by vets, it means the food has gone through strict testing on its ingredients, nutrition, and health benefits. This approval makes the brand highly credible and gives pet owners peace of mind.

Driven by healthy living trends, many owners seek products that use natural ingredients and are free from artificial preservatives and colorings

Explore our analysis of How Pet Owners Are Shaping the Future of Pet Nutrition for a deeper look at the trends driving the category.

The New Shopping Trends in APAC Pet Food: Sustainability and Smart Buying

Green factors are becoming increasingly vital, reflecting a profound shift in modern consumer awareness. This eco-friendly factor is becoming a standard, when owners tend to strongly support brands that have ronmental responsibility through the use of sustainable/recyclable packaging or a commitment to sustainable ingredient sourcing.

Besides, this focus on conscious consumption has been mirrored by a change in shopping methods. Over the last two years, owners have become far more careful in their purchase process, relying heavily on research and reviews across social media or specialized websites. This smart buying trend has resulted in 43% of owners shopping online more often (TGM APAC Pet Care Nutrition Insights, N=3726).

How Pet Owners Will Recommend A Brand To Friends And Family

Generally, dog owners are more enthusiastic about recommending their brand than cat owners. According to the TGM APAC Pet Care Nutrition Insights report (N = 3,726), there is a clear difference in Net Promoter Score (NPS) ratings (0–10 scale):

58% of dog owners are likely to be Promoters (giving a score of 9 or 10) for their primary dog food brand.
This is higher than the 52% of cat owners who are likely to be Promoters for their cat food brand.
The younger age groups (18–24) tend to show lower recommendation rates, while middle-aged groups (35–54) demonstrate noticeably stronger brand loyalty and endorsement.

These differences in NPS levels strongly suggest that pet food brands must develop distinct strategies for marketing, engagement, and investment, tailored specifically to different pet types and age demographics.

Implications For Brands

Ultimately, in the competitive APAC pet food market, recommendability is not only achieved through sales volume alone, but also demands a precise combination of quality, value, and targeted engagement.

Embrace Quality and Ethical Standards: Commitment to organic ingredients and environmental responsibility through sustainable packaging is the new standard, meeting the rising consciousness of pet owners.
Segment Loyalty Strategy: Differentiate engagement between pet types and age groups to align communication channels and marketing messages with varying loyalty levels and information needs.
Expert Validation: NPS is driven by trust. Brands must invest in and heavily promote official veterinary approval to establish credibility, treating it as the core social proof.

For a latest-picture view, explore the key APAC pet care trends for 2026.

Curious how APAC pet owners are shaping trends with every treat they buy and every service they book? Check out our full series of TGM Global Pet Care Insights 2026 reports, covering: Pet Nutrition, Pet Health & Vet Care, Pet Accessories & Services, Pet Ownership & LifeStyle, and Tech & Innovation.

Methodology

The TGM APAC Pet Care Insights 2026 study is based on a large-scale quantitative survey conducted across 7 countries, targeting a representative sample of adults aged 18 to 55+. Designed to explore the changing trends and consumer behaviors shaping pet care in 2026, the survey focuses on five key areas: nutrition, health & veterinary care, owners & lifestyle, services & accessories, and pet technology.

Survey Methodology: Online interviews (CAWI – Computer-Assisted Web Interviewing)
Sample Size: 6,207 participants
Age Groups: 18–24, 25–34, 35–44, 45–54, 55+
Country Coverage: Indonesia, Japan, Philippines, South Korea, Thailand, Vietnam
Data Weighting: Results have been weighted to reflect regional demographics for accurate market representation.