Insights in Vietnam |

TGM Pet Humanization Insights 2024

Understand the emotional bonds transforming Vietnam’s pet care market.

About the Report

Description

In Vietnam, pet owners are no longer viewing pets as just animals, but as cherished family members, close friends, or even children. This deep emotional connection is fueling increased spending on health, grooming, and lifestyle services designed to enhance their pets’ well-being.

As of 2024, 74.5% of Vietnamese households own at least one pet, up from 67% in 2023, highlighting the fast-growing importance of pets in Vietnamese homes. Pet Humanization Insights 2024 report provides an in-depth analysis of pet humanization in Vietnam: how owners emotionally connect with their pets and how this influences their care behaviors, spending patterns, and lifestyle choices. It specifically focuses on a valuable consumer segment—emotionally attached pet owners who see their pets as family, friends, children, or companions.

The insights help you better understand these emotionally invested pet owners and enable you to tailor products, services, and campaigns for this highly engaged market segment.

Report Content Overview

Defining the Humanization Consumer Segment
- What is the Pet Humanization trend?
- How Do We Define the Humanization Consumer Segment?
- Executive summary
Vietnam’s Pet Parent Profile
- Pet ownership demographics (age, gender, multi-pet vs single-pet households)
- Popular pet types and breeds
- Duration of pet ownership
- Emotional attachment segmentation (family member, friend, child, companion)
Grooming and Lifestyle Care Behaviors
- Use of professional grooming services
- Adoption of spa and massage treatments
- At-home grooming trends
- Fashion and accessories purchasing behavior
- Pet furniture and living space upgrades
Health and Wellness Care Behaviors
- Common pet health conditions
- Preventive care trends
- Veterinary care usage
- Pet health insurance adoption
- Use of healthcare products and supplements
- Key priorities in pet food selection
Key Influences and Touchpoints
- Sources of pet care advice (social media, veterinarians, etc.)
- Factors influencing pet product purchase decisions
- Shopping channel preferences
- Technology adoption among pet owners
About TGM Research

Methodology

METHODOLOGY
The survey was conducted through online interviews ( CAWI ) across 35 countries, targeting a representative sample of adults aged 18 to 55+. Countries surveyed include: Austria, Belgium, France, Germany, Ireland, Italy, Netherlands, Poland, Portugal, Romania, Serbia, Spain, Switzerland, Turkey, UK, Ukraine, Argentina, Brazil, Chile, Colombia, Mexico, Peru, Nigeria, South Africa, Australia, India, Indonesia, New Zealand, Philippines, Singapore, Thailand, Saudi Arabia, UAE, and USA. This sample accurately reflects the adult population of each country in terms of gender and age distribution.

SAMPLE SIZE
Age groupings by 18-24, 25-34, 35-44, 45-54, 55+. Country sample size: Vietnam (N=851). Results were weighted to take country population structure aged between 18-55+ into account.

REPORT DETAILS

Pet Humanization Insights in Vietnam 2024
Language: English
Released: 05/2025
Pages: 41 with detailed references
Questionnaire: Download questionnaire
Format: PDF report
Access after purchase: please kindly check your email

Why Choose TGM Research?

Expertise you can trust

Specialized in delivering reliable consumer insights for the pet care industry.

Local depth, global scale

Data from 35 countries, offering a worldwide perspective with deep local understanding.

Actionable Results

Our segmentation highlights key emotional drivers that influence purchasing decisions.

Tailored for your brands

Track performance, test campaigns, measure pet owner sentiment - customized to your needs.

Frequently Asked Questions

What does "pet humanization" mean and why does it matter?

Pet humanization means treating pets as family, close friends, or even children. This is a trend deeply embraced by Vietnamese pet owners. In Vietnam, 44% of pet owners consider their pets as family members, while 31% view them as their friends. This emotional connection drives significant spending on grooming (used by 54% of owners) and premium health services like veterinary care and pet insurance. As emotional bonds strengthen, businesses have a growing opportunity to meet the demand for personalized, high-quality pet products and services.

What’s included in the Pet Humanization Insights 2024 report in Vietnam?

The report analyzes Vietnamese pet owners’ emotional attachment to their pets and how it influences their care decisions. It covers grooming and lifestyle care, health and wellness, purchasing behavior, key influences, and the adoption of technology in pet care.

Key Themes and Findings:

High Pet Ownership: Vietnam has one of the highest pet ownership rates in Asia, with strong growth year over year.
Humanization Trends: Many owners treat pets as family or children, fueling demand for premium care and specialized services.
Grooming and Lifestyle: Grooming, spa services, and pet fashion are popular, particularly among younger and female owners.
Health and Wellness: Preventive health care is a priority, with owners increasingly investing in quality food, health insurance, and supplements.
Consumer Behavior: Veterinarians and social media play a key role in influencing purchase decisions.
Tech Adoption: Growing use of health apps, pet monitoring tools, and online pet owner communities.

Demographic Insights:

Balanced gender representation.
Strong engagement from younger and middle-aged pet owners.
Dogs are the most common pets among emotionally attached owners, followed by cats.

Does the report break down data by age, gender, and pet owner types?

Yes. The report includes detailed segmentation by age, gender, pet type, and emotional attachment levels (family, friend, child, companion), offering clear insights into different consumer profiles.

Who can benefit from using the Pet Humanization data?

Pet product manufacturers, service providers, healthcare businesses, marketing professionals, and investors aiming to connect with Vietnam’s evolving pet care consumers.

How current is the data in the report?

The study was conducted between June and July 2024, capturing the latest trends among Vietnamese pet owners.

How was the data collected and how reliable is it?

The report employs comprehensive quality measures to ensure data reliability and accuracy. It uses a representative sample across 35 countries, including a specific focus on Vietnam consumers. The survey was conducted using Internet interviews (CAWI) methodology for consistent data collection. All data is verified, checked, and processed in-house, with enhanced verification and survey quality controls managed by TGM Research. Quality control measures are implemented throughout the data collection process, including response verification and error checking. These rigorous procedures ensure that the data collected is of high quality and can be used to make informed decisions.

How can I get the report?

The Vietnam report is available for purchase on this page. You can also contact us for further assistance or tailored insights.
You will receive the report via email shortly after purchase. Please check your inbox (including the spam/junk folder) after completing the registration form.