從飼主與寵物關係發展歷程剖析臺灣寵物市場商機之研究

Abstract

本研究旨在探討飼主與寵物關係的動態演變，並挖掘台灣寵物市場的商業潛力。研究動機源於台灣寵物飼養數量持續增長、家庭結構變遷及消費觀念改變，促使寵物從單純動物角色轉為家庭成員，進而衍生多元化的市場需求。然而，現有研究較少從飼主與寵物關係的情感關係變化為視角，系統性分析其對市場商機的影響，因此本研究試圖填補此學術與實務缺口。研究採用質性研究方法，透過深度訪談九位飼主，探討飼主與寵物在不同階段（包括初入家庭、共同生活、老年疾病期到死亡離世階段）的情感發展演化與不同消費需求。並探討不同情感關係連結之下消費及需求的變化。並針對訪談飼主實際未被滿足需求，探討業界可發展商機及建議。研究發現，飼主與寵物的關係隨著生命週期演進，呈現出從基礎生理照護到因著情感連結加深的演化下，需求呈現顯著差異。初入家庭階段重視基礎照護與適應性產品；共同生活階段強調互動性與個人化服務；老年期聚焦健康管理與舒適照護；死亡離世階段則凸顯紀念性產品與情感支持的需求。此外，台灣寵物市場受少子化、老齡化及高端消費趨勢影響，展現出全方位整合服務（如健康管理與生活規劃）、功能性產品（如智能寵物用品）、老年寵物照護及情感連結產品（如客製化紀念品）的廣泛商機。飼主消費行為亦顯示對高品質、情感導向產品與服務的偏好。 研究結果不僅揭示台灣寵物市場的發展趨勢，也為相關產業提供策略性建議，期能促進寵物產業的創新與永續發展。This study aims to investigate the dynamic evolution of emotional bonds between pet owners and their pets, while uncovering the commercial potential of Taiwan’s pet market. The research is motivated by the continuous growth in pet ownership, shifting family structures, and changing consumer perceptions in Taiwan, which have led to pets being regarded not merely as animals but as family members—thereby generating increasingly diverse market demands. However, existing studies have rarely explored how changes in emotional relationships influence market opportunities. This research seeks to fill this academic and practical gap.A qualitative research method was adopted, using in-depth interviews with pet owners to examine how emotional connections and consumption needs evolve across different stages of the pet lifecycle : initial adoption, cohabitation, aging and illness, and end-of-life. The study further analyzes unmet needs expressed by interviewees and explores potential market opportunities and industry recommendations.Findings indicate that the pet-owner relationship develops significantly over time, resulting in distinct consumption behaviors at each stage. The initial stage focuses on basic care and adaptation products; the cohabitation stage emphasizes interaction and personalized services; the aging phase highlights health management and comfort care; and the end-of-life stage reveals strong demand for commemorative items and emotional support. Taiwan’s pet market—shaped by trends such as low birthrates, population aging, and premium consumption—presents substantial opportunities for integrated service models （e.g., health and lifestyle management）, functional products （e.g., smart pet devices）, senior pet care, and emotionally resonant products （e.g., customized memorials）. Owners show a strong preference for high-quality, emotionally driven products and services.The study not only outlines key trends in Taiwan’s pet industry but also offers strategic insights to foster innovation and sustainable growth across related sectors.