Shen Wan Hongyuan: Domestic pet food brands dominate, industry concentration is expected to continue to increase
The Zhitong Finance App learned that Shen Wan Hongyuan released a research report saying that 618 Pet Food's overall online sales were 8.4 billion yuan, +12% over the same period last year (7.5 billion yuan in 25 years). Domestic brands still dominate. The top 10 Chinese brands occupy 7 seats (6 seats in 25 years), and among the top 20 pet brands, domestic brands occupy 13 seats (13 seats in 25 years). Foreign brands have a first-mover advantage, and the category layout fully meets refined needs; domestic brand functional foods are in their infancy, and product functions mainly focus on gastrointestinal health, hair beauty, and weight management. The boom in China's pet food industry has been improving in the medium to long term. Leading brands have initially established competitive advantages, further increasing their leading position with small and medium-sized brands, and industry concentration is expected to continue to increase.
Shen Wan Hongyuan's main views are as follows:
Net sales of pet food +12% year-on-year during the “618” period in 2026
According to Star Map data, sales of major e-commerce platforms (Tmall, JD, Douyin, Pinduoduo, Kuaishou) were +0.9% year-on-year during the “618” period. Among popular categories, pet food sales led the way. The entire pet food network sales volume was 8.4 billion yuan, +12% year over year (7.5 billion yuan in 25 years).
Domestic brands still dominate
China's top 10 brands occupy 7 seats (6 seats in 25 years), and among the top 20 pet brands, domestic brands occupy 13 seats (13 seats in 25 years). Judging from the Taotian list alone, the top brand group gradually stabilized. Xianlang, Royal, Lan, and McFudi all ranked in the top four in 24-26. '26'618 continues the 25-year trend. There are no new brands added to the top 10 brands, and the top five are still Xianlang, Royal, Lan's, McFuddy, and Frégart. (1) Xianlang: Ranked first in the Tmall 618 third list for two consecutive years in 25-26 years. It first appeared on the list in '23, and was ranked No. 5 of Tmall's pet brands. The ranking rose to No. 3 in '24, and ranked No. 1 in 25-26. (2) Lam's: The ranking continued to improve in 23-26, and ranked No. 3 in the Tmall 618 trifecta for two consecutive years in 25-26 years. It first appeared on the list in '23 and ranked No. 9 for Tmall pet brands. It rose to No. 4 in '24, continued to rise to No. 3 in '25, and remained No. 3 in '26. (3) Honest: Ranked No. 7 in Tmall Pet Brand & Cat and Dog Food in 26 years, 618. It first appeared on the list in '23 and ranked No. 6 as a Tmall pet brand. It continued to rank No. 6 in 24-25 and No. 7 in '26.
The major brands of listed companies performed well and remained ahead
Good Pet: McFuddy's overall ranking declined slightly. In 2026 618, McFudi ranked No. 4 (down 2 places), cat and dog food No. 4 (down 2 places), cat staple food No. 6 (up 2 places), cat snacks No. 1 (remained flat), dog staple food No. 4 (down 3 places), and dog snacks No. 2 (down 1 place). Fregat's overall ranking remained stable. In 2026 618, Fregat ranked No. 5 (flat) for Tmall pet brands, No. 5 for cat and dog food, No. 4 for cat staple foods (down 2 places); No. 6 in Jingdong cat staple food (up 2 places). Zhongchang Co., Ltd.: Playful and leading, they are making progress. Playful rank increase. In 2026 618, Playful ranked No. 15 for Tmall Cat Dog Food (new), No. 4 for cat snacks (flat), and No. 5 for dog snacks (down 1 place). The ranking of leading brands continues to rise. In '26, 618, the leading brands all improved their rankings in Tmall's 5 lists. Ranked No. 12 for pet brands (up 7 places), No. 12 for cat and dog food (up 2 places), and No. 9 for cat snacks (added to the list). Petty shares: In '26, the omni-channel GMV of the 618 Jueyan brand reached 50 million yuan, +32% over the same period last year. It is ranked No. 1 in the Tmall dog snack sales list (up 1 place), No. 1 in the Jingdong pet dog wet food snack single product list, and No. 1 in the Douyin Mall dry dog snack price list.
The general market of the industry is growing steadily
According to Jiuqian Consulting, the total GMV of the Tmall, JD, and Douyin online in the pet food industry from January to June 2026 was 15.79 billion yuan, +6.1% year-on-year (10.6% in 2025). Against the backdrop of overall consumption pressure, pet food continued to have strong growth resilience. The trend of head concentration is obvious, and industry concentration continues to rise. In April '26, CR5, CR10, and CR20 were 28.0%, 41.6%, and 55.6% respectively, compared with +5.4pct, +4.7pct, and +5.2pct compared to China's pet food online. Functional food and prescription food have become new trends in the industry. Foreign brands have a first-mover advantage, and the category layout fully meets refined needs; domestic brand functional foods are in their infancy, and product functions mainly focus on gastrointestinal health, hair beauty, and weight management.
Risk warning: risk of price fluctuations of raw materials; sales of independent pet food brands falling short of expectations; risk of exchange rate fluctuations.