Recently, the JD.com Big Data Research Institute released the "2025 Pet Supply Consumption Trend Report," revealing that domestic high-end rubber pet toys saw a year-on-year sales increase of 41.3%, demonstrating strong willingness to pay for quality. The report noted that 86.5% of pet owners prioritize "non-toxic and harmless materials" when selecting rubber pet toys, while 78.2% pay attention to whether the products have passed international safety certifications. High-end rubber pet toys often use medical-grade silicone or high-purity natural latex, undergo full SGS testing, and can cost 3 to 5 times that of ordinary products, yet remain popular among consumers. Among them, Zhejiang Hengrui's self-branded "PawSafe" has been optimized for Chinese dog breeds with a biting structure, utilizing food-grade liquid silicone material. Within three years, its cumulative sales exceeded 4.7 million units, making it a benchmark product in the high-end market.
Behind this growth lies a comprehensive upgrade in domestic pet consumption from "basic satisfaction" to "health and safety prioritization." The younger pet-owning demographic views pets as family members, demanding higher standards for the material safety and durability of chew toys, rejecting the risks of odor, flaking, and ingestion associated with inferior rubber. Meanwhile, industry standards continue to improve, with products featuring food-grade certification, edible testing, and antibacterial ease of cleaning more readily gaining market recognition. This also drives domestic brands to enhance material R&D and process upgrades. Online channels have become the primary growth hub for premium toys, as consumers are willing to pay for authoritative test reports, material traceability, and professional design. This trend has propelled the rubber toy sector toward higher quality, added value, and safety, while also providing ample room for local brands to break into the premium market through technology and localized innovation.
