The Vietnamese pet market: Signals that Thai SMEs should understand before shipping their products.

The Vietnamese pet market is sending interesting signals for Thai SMEs that produce pet food, pet treats, or animal health products. This market is not just growing, but is shifting from mass-market to premium products, and that's where Thai manufacturers have a real opportunity to enter if they prepare correctly.

Why is Vietnam interesting right now?

Young Vietnamese people in big cities are beginning to view pets as members of the family, not just ordinary animals. Industry surveys show that almost half of pet owners in Vietnam consider their pets family members. This concept is directly changing purchasing behavior; this group is willing to pay more for high-quality food, supplements, and comprehensive pet care services.

The pet food market in Vietnam is projected to grow at an average annual rate of 10–111 TP3T, and its market value is expected to increase from US$156 million in 2025 to US$170 million in 2026. These figures not only indicate market growth but also show that demand is increasing faster than domestic producers can keep up.

A gap that Thai manufacturers can enter.

Currently, high-profit product categories in the Vietnamese pet market, such as premium food, supplements, and pet health products, are primarily dominated by foreign brands, mainly from the US, Europe, and Asia, as well as some Thai companies that have already entered the market.

Vietnam also imports a high proportion of raw materials and finished products from abroad because its domestic industry cannot keep up with demand, especially for premium goods and products requiring clear safety standards. Thailand has a strength in this area, namely its pet food industry that meets international standards and its reputation in food processing in the global market.

What does the Vietnamese pet market really need?

If you're considering exporting products to Vietnam, it's important to understand that the target consumer group in the Vietnamese pet market isn't just buying cheap products, but also trust. Products that thrive in this market typically have the following characteristics:

• Specialized pet food formulas, such as those for senior dogs or cats with specific health problems.
• Pet treats made with natural ingredients, with clear source indicated.
• Dietary supplements and health products with quality certification.
• Products with correct and complete Vietnamese labeling.
• Products that have a sufficient shelf life for transportation and sale.

If your product doesn't yet have a Vietnamese label or hasn't passed Vietnamese import standards, that's something you need to prepare before shipping, not after it arrives at its destination.

Documents and standards that should be checked before exporting.

The Vietnamese pet market has import regulations for pet food and related products, which may vary depending on the product type. It's always advisable to check with the relevant authorities and the distributor at the destination beforehand. However, generally, the following should be prepared:

• A health certificate from an recognized Thai authority.
• Ingredients List / Nutritional Information
• Vietnamese-language label indicating product name, ingredients, expiration date, and importer information.
• Certificate of Origin (Form D for ASEAN) for claiming preferential tax treatment.
• Additional quality or standard test results that the buyer or end-user may request.

This is not a complete checklist, as actual requirements depend on the type of product and the distributor you work with. Always confirm details with the buyer beforehand.

The topic of distributors, which many people overlook.

Entering the Vietnamese pet market without a distributor who truly understands the market should be carefully considered, as distribution channels in Vietnam are changing, with modern retail stores, veterinary clinics, and e-commerce platforms growing simultaneously.

The Vietnamese pet market, which is shifting from mainstream to premium products, requires distributors who understand how to communicate quality and safety to consumers, not just those who simply distribute products. If you don't yet have a partner in Vietnam, participating in trade shows like Petfair Vietnam or utilizing trade promotion agencies to find potential partners is a viable starting point.

Risks that should be assessed before making a decision.

This article is a market signal, not an import guide. Information lacking clarity in this resource includes specific customs procedures for pet products, product registration requirements in Vietnam, and inspection conditions at the import port, which may vary depending on the product type.

A word of caution: making shipping decisions based solely on market growth data without confirming documentation, standards, and distribution channels with actual buyers in Vietnam is crucial. Goods lacking complete documentation may be held up or delayed at customs, impacting both costs and buyer relationships.

A framework for thinking before planning exports.

If you produce pet food, pet treats, or pet health products and are looking at the Vietnamese pet market, the first question you should answer is:

• Does your product meet the standards accepted by the premium market in Vietnam?
• Are the labels and documents ready for import into Vietnam?
• Is the product's shelf life sufficient for transportation and sale?
• Do you have distributors or buyers who are already familiar with the market?
• Are the costs of labeling and additional documentation already included in the business plan?

If you can answer all the questions, you'll be well-prepared to plan your export shipment. If you can't answer some questions, that's something you need to do before the goods leave the warehouse. For more information on planning shipments to Vietnam, please see the additional reference materials. smeshipping.com

Source: Department of International Trade Promotion (DITP)

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