As the ‘pet economy’ continues to permeate society, pets are assuming increasingly significant roles within households. Owners' willingness and ability to spend on pet products have markedly risen, shifting from basic functionality to a pursuit of ‘practicality, aesthetics, and quality’. This shift has directly propelled premium rubber pet toys into a new market growth area. These products stand out through multiple advantages: materials utilise imported natural rubber or food-grade TPE, ensuring safety during chewing; Functionally, they incorporate composite designs such as sound-emitting, treat-dispensing, and teeth-grinding features, satisfying pets' play needs while aiding health maintenance; aesthetically, they keep pace with trends by launching IP collaborations and Instagram-inspired colour schemes, aligning with owners' aesthetic preferences.
Data indicates that in the first half of 2025, sales of premium rubber toys grew by over 30% year-on-year. This growth is primarily driven by younger consumers, with post-90s and post-00s pet owners placing greater emphasis on emotional connection. They are willing to invest in products that enhance their pets' quality of life and reflect their personal approach to pet ownership. Shifting market demands have spurred brands to accelerate their transformation, with many companies launching personalised customisation services. These allow toys to be tailored in size and functionality to specific breeds and body types, further fuelling the premium market's momentum.
