As pets increasingly become valued family members, the canine food segment is also undergoing a structural upgrade. First-half 2026 data shows that online GMV in the pet food sector continues to rise, with further consolidation among leading brands. In the dog food sub-sector, breed-specific formulas and process innovation have emerged as key differentiators.
During this year’s 618 festival, customized dog food tailored to different sizes, ages, and health needs saw remarkable growth. JD.com platform data revealed that senior dog food transaction value jumped 79% year-on-year, while functional pet food grew by 82%. Meanwhile, premium-process products such as baked kibble and air-dried food have gained strong traction, with dog food in the fully air-dried and baked categories achieving over 60% growth on e-commerce platforms. In terms of brand competition, Royal Canin, Pinnacle, and Myfoodie remain at the forefront, while brands such as Leadpet and Blue Bay have significantly improved their rankings, driven by their strategic focus on wet food and functional formulations. Analysts suggest that with the growing trend of pet aging, prescription-grade and functional dog food targeting joint care and digestive health will represent the next major growth opportunity in the market.
