10 Million Pet Owners, 'Family' Recognition Becomes Common
709 Animal Care Facilities Including Seoul Pet Dog Kindergartens Increase
Despite Expensive Pet Food, Ingredients and Nutritional Supplements Used for Health Management
This Year's Pet Market 4.5 Trillion Won, VID Acceleration
Jung In-young (a pseudonym), an office worker living in Yongsan-gu, Seoul, sends her pet dog to a daycare before going to work. The cost is 34,000 KRW per session, totaling about 700,000 KRW per month. Although this is more expensive than a regular kindergarten for children, Jung does not regret the expense. While she is at work, her dog can play actively with other dogs, and the teacher provides daily updates on the dog's activity and condition through photos, videos, checklists, and comments, so she does not have to worry about her dog being alone. Jung said, "It operates similarly to a daycare or kindergarten for children, providing care, and during holidays like Seollal and Chuseok, the dogs wear pretty clothes and have photos taken. There are also special events like sports days, which somewhat ease the guilt of not being able to be with my dog while I am at work."
As the number of pet owners in Korea surpasses 10 million, the trend of providing the best for "my child"?known as 'premium kids' or 'VIB (Very Important Baby)'?is extending to pets as well. This is called 'VID (Very Important Dog).' With the widespread recognition of pets as family members, using dog daycare, carefully selecting ingredients in food, snacks, and supplements, finding places to spend summer vacations together, or using dog hotels when it is difficult to be together have become everyday practices. Accordingly, related industries are also becoming more premium and segmented.
The cost of dog daycare near where Jung lives ranges from 30,000 to 60,000 KRW per session. Monthly fees can easily exceed 1 million KRW, and it is common to rush to pay in advance as registration deadlines approach. This is evidence that demand for dog daycare has increased as the pet population grows and the perception of pets as family accelerates. The number of related facilities is also increasing. According to Seoul City, the number of animal care businesses, including dog daycare, pet hotels, and training centers, rose from 600 in 2019 to 709 this year, an 18.2% increase.
This phenomenon is particularly noticeable in the pet food market. Since pet food is the "staple" consumed multiple times daily, more pet owners are carefully checking preferred textures and allergen content before purchasing. In response, the industry is developing pet food considering nutrients and breed-specific characteristics, while diversifying product lines such as cooked food and organic options. Recently, influenced by the 'pet humanization' trend that views dogs and humans equally, more companies are producing dog food to the same standards as human food. A representative from Harim Pet Food explained, "Our premium food 'The Real' is about 40% more expensive per kilogram than 'Royal Canin,' the current number one brand in the dog food market, but the number of customers steadily increases. In 2021, it ranked within the top 10 premium foods in a Euromonitor survey of domestic and imported pet food market shares, showing growing demand."
The pet supplement market is also expanding. According to iHerb, sales of CGN Lactobif Pet Probiotics, the best-selling pet supplement from January to May this year, increased by 164% compared to the same period last year. Demand for joint and bone health products and omega-3 supplements for pets also rose, placing them among the top sellers. An iHerb representative said, "Probiotics, joint, and eye supplements are generally popular products. Recently, as consumer demands for pet health management diversify, various supplements such as antioxidants, calcium, vitamin D, L-lysine, and immune support have been launched, with 113 new pet supplement items stocked since last month."
A dog is posing in a pet-only room operated by Kensington Hotel & Resort Seorak Valley. [Photo by Kensington Hotel & Resort].
As more people travel with their dogs, major hotels in Korea have competed to create pet-friendly zones and expand 'petcations' packages. Some resorts have even included dog exercise yards and pet-friendly rooms in their initial designs. Companies supplying pet shampoos, conditioners, and other items for 'pet rooms' often conduct long-term market research before selection. Petcation users can try high-end pet dry rooms or strollers, which are usually difficult to purchase outright, before deciding whether to buy, leading to increased collaboration inquiries from related companies. Kensington Hotel & Resort, which operates about 100 pet-only rooms in Seorak Valley and Chungju, has seen the number of partnered pet product companies quadruple compared to last year, now totaling around 20.
Additionally, as the premium pet trend spreads, the pet funeral industry is diversifying, and pet-related insurance is increasing. Unique businesses such as 'dog omakase' have also emerged. The Korea Rural Economic Institute expects the domestic pet market size to exceed 4.5 trillion KRW this year and forecasts it will reach around 6 trillion KRW by 2027.
Dr. Lee Su-jin of Seoul National University's Department of Consumer Studies said, "The premium dog (DOG) phenomenon should be seen as a result of demographic changes in Korean society, characterized by low birth rates, where people project their children onto their dogs. Especially among young single-person households who view their dogs as companions that soothe loneliness and provide emotional comfort, a new consumption culture has emerged where they reduce spending on themselves but lavishly spend on their dogs."
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