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Xiaohongshu Emerges as a Leading Platform in China’s Pet Market Among Gen Z and Millennials
With 165 million pet-interested users, accounting for 55% of the platform’s monthly active users (MAUs)1, Xiaohongshu (also known as RedNote) has become a leading destination for pet-related product discovery and lifestyle inspiration in China.
Who’s Driving This Momentum? A Younger, More Emotionally Connected Demographic
According to the 2025 China Pet Economy Report2, millennials and Gen Z now make up 60% of all pet owners, while post-00s are a rising force in China pet market, with pet ownership among this group increasing by 39.5% YoY.
Two core Xiaohongshu users groups stand out3:
- Gen Z (19–22): Open to trying new things and emotionally connected to their pets.
- Urban professionals (25–30): Practical yet aspirational, elevating pet care into lifestyle
Today’s Chinese pet owners see their animals not as house guards, but as companions and family. This shift has redefined spending habits—time, money, and emotional investment in pets have all grown significantly.
How Xiaohongshu Keeps Pet Owners Engaged?
Learn -> Purchase -> Share
Xiaohongshu users actively seek out new products, tips, and solutions to enhance their pet lifestyles. They discover authentic advice, innovative ideas, make informed purchases, and then share their favorite finds to be part of the wider pet-loving community4.
What’s Trending in China’s Pet Market on Xiaohongshu?
- Sales for dopamine-colored pet beds surged 150% in 20243, showing pet owners are looking for products that blend aesthetic appeal and practicality.
- Sales for odor-control cat litter skyrocketed 300% in 20243, reflecting pain-point solving products are extremely popular and dominate user interest.
Smarter Targeting Strategies for Pet Brands
China’s pet market is vast and highly segmented. Brands can refine their targeting strategies on Xiaohongshu based on key audience dimensions4:
- Pet type: Cat owners, dog owners, or owners of small animals
- Ownership stage: New pet parents, experienced owners, or those taking care of senior pets
- Product needs: Solutions focused on weight management, digestive health, skin and coat care, and more
- Pet owners’ lifestyles: From student budgets to middle-class families or pet-friendly travelers
Partner with iClick to Lead in China’s Pet Market
With iClick’s data-driven Xiaohongshu strategies, you can engage the right audience with tailored campaigns — matching your brand with the pet lovers who matter most.
Source:
1: https://mp.weixin.qq.com/s/AUDJJ0ZXGjI2JSoJ39GJzQ
2: https://daxueconsulting.com/2025-chinas-pet-economy-report/
3: https://mp.weixin.qq.com/s/wv7isTse0PGsoCGU2aWtrw
4: https://mp.weixin.qq.com/s/nRBcg1JHKmgSlEcNzuBDOg
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