Over the past decade, birth rates in Southeast Asia have declined, but at the same time, pet ownership has been on the rise. People may be having fewer children, but they're welcoming more pets into their homes. Coincidence? Maybe. Or maybe there’s more to it than meets the eye.

 

Asia Pacific is now the third largest pet care market in the world, projected to hit $29 billion by 2024, according to Euromonitor. In Thailand, an impressive 71% of people have at least one pet, while in Indonesia, 72% of households are pet owners, with nearly half being cat lovers. When it comes to dogs, the Philippines leads Asia with 67% of households owning a furry friend, followed by Vietnam at 53% and Thailand at 47% according to Rakuten Insights.

 

As living costs skyrocket, the idea of going child-free is gaining more traction. With the high cost of childcare, opting for pets is a more reasonable option. It’s a shift that aligns with the saying, “Plants are the new pets, and pets are the new kids. Kids? They’re like exotic animals—something only the rich can afford.”

 

While being "pet parents" isn’t the same as raising kids, research shows that child-free families often see their pets as similar to human children. Pets, as companion animals, provide love and companionship without the intense demands of raising a child. In a 2024 study by Milieu, three out of five Southeast Asian working moms admitted they are struggling to manage both work and family. This may correlate to how most working mothers in the region are responsible for household chores, including childcare, cleaning, and cooking. Nearly 44% said they wish more people understood the challenges they face as working mothers, and one in five respondents felt that motherhood has negatively impacted their careers. Unlike kids, who require 24/7 attention, pets are far more low-maintenance, giving people more freedom to balance their careers and personal time. 

 

Plus, without the major expenses like school tuition fees, pet owners often have extra budget to allocate elsewhere, be it for housing, personal care, or travel. It’s also not uncommon to see people spending more to spoil their pets with high-quality products. Pet owners from both high and middle-income groups are increasingly looking for organic, healthy, and nutritious food options for their pets. While a majority of pet owners (60%) in Southeast Asia still feed their pets with scrap food rather than packaged pet food, pet owners are becoming more educated about the effects of synthetic foods on their companions. 

 

In Malaysia, more than two-thirds of cat owners now feed their cats prepared food, a significant increase over the last 15 years. However, many dog owners still prefer to feed their dogs home-cooked food or leftovers. Despite this, the trend of mixing home-cooked food with packaged pet food is rising, reflecting a growing interest in providing better nutrition for pets.

 

With the rise of pet humanisation trends, services we once only saw for humans are now widely available for pets as well. Pet owners want to treat their animals with a level of care, attention, and luxury, making sure their pets are happy and comfortable. Not only are pet parents investing in high-quality food, but they’re also splurging on clothes, furniture, accessories, and a variety of services like pet daycare centers, spas, parks, and even luxury travel for their furry companions. 

 

There are even offerings like memorial services and pet funerals. In Indonesia, Pet to Nature provides bio-cremation services, which are more eco-friendly than the usual fire cremation. They also offer a grooming service and farewell ceremony before sending off the pet. As stated on their website, “We understand that pets are more than just animals—they are beloved family members. Therefore, we offer a more meaningful and special solution to bid farewell to them. Pet To Nature Indonesia is committed to giving pets a dignified and compassionate departure.”

 

A few years ago, a friend shared how her three dogs had their own air-conditioned room and a nanny to take care of them. Back then, it seemed shocking—like an over-the-top level of care for pets. But today, with the rise of the middle class, the demand for premium pet products and services is only growing, and there’s no sign of this trend slowing down. 

 

While the stereotype of a “childless cat lady” used to be seen as lonely or sad, it is now evolving to be the new normal.