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The dog food segment in the Philippines is set to experience a gradual shift towards manufactured food from health and wellness brands over home-cooked meals this year as an overall higher disposable income is expected to propel the trend forward.

In the Philippines, the humanization of pets is increasingly visible offline thanks to the surge of dog cafes such as Pups and Cups dog cafe and Purina pop-up PAWS cafe.

And while majority of pet related purchases are still conducted at supermarkets due to bundling with other ‘value added services’ such as pet grooming and veterinary services, online is beginning to become increasingly significant.

The online pet landscape currently makes up 2% of total value sales.

Some of the Philippines’ early entries into pet food ecommerce

  • Pet Express, an offline pet store chain launched on Lazada in 2016
  • Pet Warehouse is the country’s largest pet online marketplace and recently partnered with two non-profit organizations, CARA and PAWS, catering to both dogs and cats. Individuals can purchase items from the Pet Warehouse website, and they deliver to the chosen organization without charge. During donation drives, the platform also offers discounts for individuals that want to help out.
  • ilovemypets.ph, a marketplace for all pets, extending from dog food to reptile care products.
  • Pedigree viral e-sampling campaign in Metro Manila garnered a lot of attention on Facebook.

    Social media posts from the Pedigree campaign