Next Year, the 6 Trillion Won Pet Market Arrives... Home Shopping Sales Soar by 45%

CJ ENM O Shopping Division Sales Analysis from January to October

[Asia Economy Reporter Cha Min-young] As the time spent at home with pets increases, the related product industry is rapidly growing.

On the 4th, CJ ENM O Shopping Division analyzed pet product sales and found that the handling volume of related products from January to October this year increased by 45% compared to the same period last year.

The industry also expects the pet-related market size to grow from 2.89 trillion KRW in 2018 to around 5.8 trillion KRW this year, and to exceed 6 trillion KRW next year. According to statistics from the Ministry of Agriculture, Food and Rural Affairs, the number of households with pets exceeded 10 million in 2018 and 15 million in 2019. This means that one in four households owns a pet.

Along with market growth, new products are emerging one after another. Beyond basics such as food, snacks, and accessories, recently new product categories have appeared, including CCTV services for single-person households, pet-exclusive medical devices and insurance, and video content watched by pets.

In line with this market growth, CJ ENM O Shopping Division is responding to the demands of pet families by newly launching various premium pet-related products. The pet specialty mall ‘Allpet,’ which has been operated on the online mall CJmall since 2018, was expanded to TV home shopping last September, offering exclusive products.

The most notable product is the pet-exclusive ‘Dipang Mat,’ which prevents floor slipping and protects against patellar luxation. Sold exclusively by CJ O Shopping, this product recorded orders worth 1 billion KRW last year and achieved sales of 4 billion KRW by September this year. It is 100% domestically produced based on over 30 years of technology and can be easily installed by ordering the desired number of sections according to the installation space. It comes in 16 different patterns, and thickness can be selected according to the pet’s physique, also preventing falls.

In the pet food market, products using ‘human-grade’ ingredients safe for human consumption are gaining popularity. A representative example is ‘Goobne Duman,’ a pet food brand from ‘Goobne Chicken.’ It is made with 100% domestically sourced chicken breast and tenderloin from Goobne Chicken and fresh vegetables, cooked in a method similar to regular food (wet cooking), boasting a digestibility and absorption rate of over 96%. ‘Seaspang,’ famous for the joint supplement ‘Gwanjeol Palpal’ containing green-lipped mussel extract oil, has introduced ‘Meongmeong Palpal,’ a joint supplement for dogs containing the same ingredients. This product helps prevent patellar luxation and hip joint diseases, which frequently occur in indoor dogs.

The dog chew ‘Gyeonsadol,’ designed for dogs’ gum health, is a brand sold exclusively by CJ O Shopping on TV home shopping. Featuring a patented interdental brush design, it allows thorough cleaning of teeth and gums. This product, 100% domestically produced, sold over 13,000 boxes during its launch broadcast in July, selling out, and sold 7,140 boxes within 30 minutes during a broadcast at the end of September.

The ‘Petmilia Pet Dry Room,’ launched last May, is also a popular product. This pet-exclusive hair dryer is designed as a cylindrical shape open on both sides, not a sealed box type, allowing interaction with pets even during drying. Customers who leave consultation requests during the broadcast receive a Flex Door and stand worth 200,000 KRW, enabling interaction such as brushing or feeding pets during drying. It is a rental product available for 32,900 KRW per month.

The ‘Million Getaway Bag’ for pet transportation also draws attention. It is a soft material carrier designed based on the characteristics and habits of dogs and cats, complying with public transportation and in-flight carry-on regulations. It features a stylish design, high-strength mesh, a double cover to block external view, internal rings for safety, storage space, and antibacterial and water-resistant fabric.

A CJ ENM O Shopping Division official said, “As time spent with pets increases due to remote work, demand for new products is also rising. Starting this year, we have expanded ‘Allpet’ to TV home shopping and will continue to discover new products that can enhance the happiness of pet life.”