With an interest in animals and the number of luxury consumers growing, an industry dedicated to pet pampering is taking off in China. From gourmet meals to luxury diamante collars, Chinese pet owners are splashing out on their four-legged friends.

Financial difficulties have led many Gen Yers to forgo home-ownership, marriage, and kids for the time being – but that doesn’t mean they’re without a rich family life. Instead of following traditional life paths, they’re embracing plants, pets, and friends to feel a sense of domestic fulfillment.

Having seen its active customer based grow by 33% in Q3 2019, with an expected 40% rise in sales for the fiscal year, the success of e-commerce platform Chewy reflects a skyrocketing obsession with pets as all generations (especially Gen Yers) invest heavily in animal care.

Traditional pet food manufacturing processes are no longer acceptable to a new breed of pet parents who are projecting human values around health and wellbeing on to their animals. The Honest Kitchen is catering to this expectation with food that’s good enough for people to eat.