PET CARE NEWS: PETFAIR VIETNAM 2026
TGM Research at Petfair Vietnam 2026: Decoding Vietnam's Pet Parents
TGM Research Founder & CEO Greg Laski presented exclusive findings from TGM Pet Care Insights 2026 at Petfair Vietnam 2026, exploring the rise of pet humanization and potential opportunities for pet care brands.
On June 11, 2026, TGM Research was proud to participate in Petfair Vietnam 2026, one of the country's leading events for the pet care industry. The event was held at the Saigon Exhibition and Convention Center (SECC) in Ho Chi Minh City, brought together industry professionals, brands, retailers, and experts to discuss the trends and future of the market.
As part of the conference program, Greg Laski, Founder & CEO of TGM Research, delivered a presentation titled "Decoding Vietnam's Pet Parents in 2026". Drawing on findings from TGM Vietnam Special Report, Greg presented a data-driven view of consumer behavior across Vietnam's pet care sector.
Understanding the New Generation of Vietnamese Pet Parents
Vietnam's pet care market is driven by changing lifestyles, rising incomes, and emotional connections between people and their pets. Understanding the motivations behind consumer decisions is important for brands and businesses.
One of the most significant findings highlighted during the session was that 45% of Vietnamese pet owners now consider their pets to be family members (Vietnam Pet Ownership & Lifestyle Trends 2026, N=796). This shift reflects a broader trend known as pet humanization. Many owners willing to allocate larger monthly budgets, choose premium nutrition products, and invest in services that support their pets' health, comfort, and overall quality of life.
"In 2026, Vietnamese don't own pets anymore, they parent them. What was once ownership has develop into parenting, creating new expectations and opportunities across the pet care industry."
The Five Quiet Revolutions Driving Pet Humanization
A central theme of the presentation was "The Five Quiet Revolutions" reshaping the relationship between Vietnamese consumers and their pets.
The new framework explores how pet humanization is influencing behavior across five key dimensions:
- Heart: Stronger emotional bonds between pets and owners
- Wallet: Increased willingness to spend on pet well-being, like parents save for children
- Plate: Greater focus on nutrition and food quality
- Lifestyle: Spending more quality time and sharing everyday moments with pets
- Future: Growing interest in technology, healthcare, and long-term pet care solutions
Together, these 5 revolutions demonstrate how modern pet parents are reorganizing their priorities, decisions, and daily routines around their pets. For pet care brands, these changes create new opportunities to develop products, services, and customer experiences that align with consumer expectations.
The session also highlighted the value of market research in helping brands move beyond assumptions and make decisions based on real consumer behavior. Understanding the modern pet parent is becoming a key competitive advantage in the industry.
