“Kaniva, Kaniva, low sodium and unsalted cat food... favored by people, understood by cats, Kaniva.” ,
At this moment, no cat owner is likely unfamiliar with this song, which marked the pivotal launch of the brand. Kaniva. . Through. a Music Marketing strategy.
It has become a memorable tune that raised widespread brand awareness. Amid this success, the brand has not paused but continuously strives to elevate itself by shifting toward. an Emotional Anchoring strategy.
to foster a deeper emotional bond between owners and their pets. Charuwat Laohavisit, Executive Director of Pet Protect Food Co., Ltd. and Pet Protect Co., Ltd., said Kaniva began from the simple yet powerful inspiration of its two founder siblings who are "cat devotees." Their core philosophy is Customer Centricity, addressing pet owners' pain points in product development.
A clear example is the revolution of "cat litter" into café-inspired scents like popcorn or sweet treats, transforming the previously tedious task of cleaning the litter box into a joyful café-like experience. This innovation gained massive acceptance and became the top-selling product in Thailand.
In financial terms, Kaniva targets 30% growth this year from combined sales of 2.3 billion baht in 2025 from both Pet Protect and Pet Protect Food. Pet Protect sells pet supplies, while Pet Protect Food markets pet food including Kaniva cat and dog products.
Currently, 90% of revenue remains domestic despite expansion into over 20 countries. Plans include entering the European market after nearly covering Southeast Asia and the Middle East.
Last year, Kaniva made waves by engaging the 12-member band BUS (because of you i shine) to convey the campaign “Meeting someone like you is the best thing in life,” redefining pets not only as family members but as “another version of ourselves.” This campaign not only strengthened Brand Love but also went viral nationwide across billboards, BTS, MRT, and giant LED screens in city centers.
Following this overwhelming success came a crucial question: “Are there others still forgotten in society?” This led to the year's standout campaign, "Kaniva No Beauty Standard," a significant movement aimed at dismantling conventional pet beauty norms that typically showcase only fluffy or perfect-looking animals. Kaniva intends to be a voice affirming that every pet is beautiful regardless of appearance.
Kaniva employed AI to analyze and present images of pets transcending typical beauty limits. Within just one month, there were over 1,000 mentions of unconventional pets such as hairless cats, dogs with crooked teeth, cross-eyed cats, cats with broken tails, cats missing paws, stray dogs, and others. The campaign reached over 700 million impressions, engaged more than 17.5 million people, with over 82% positive sentiment.
These figures confirm that modern consumers value diversity. Kaniva showcased this through advertisements and packaging featuring imperfect pets, receiving an overwhelming response. The initial product batch sold out within two days and garnered over 189 million views in two months.
“Kaniva’s strength lies in its emphasis on research and development (R&D). Each product can take up to three years to develop to ensure it doesn't duplicate other brands and truly addresses pet health needs. For example, the inclusion of “vitamin balls,” akin to caviar in cat food, or the lengthy development of dog food formulas due to the wide range of breed sizes from half a kilogram to 50 kilograms. Currently, the brand’s product mix consists of 92% cat items and 8% dog items,” Charuwat explained.
In a highly competitive pet food market facing oversupply, Charuwat believes merely “shouting that our product is good” is no longer enough. Kaniva adopts a “sowing seeds” marketing strategy focused on long-term brand building rather than short-term gains.
Selecting the band BUS as presenters is aimed not just at current sales but at building Brand Awareness among Gen Z from early childhood (ages 5-6), embedding Kaniva in their memories to become their first choice when they grow up and start owning pets.
Meanwhile, amid fierce competition, ttb analytics forecasts Thailand’s pet market value at around 92 billion baht in 2025, up 13.2% from the previous year, expecting to exceed 100 billion baht in 2026.
The evolving pet ownership trend goes beyond treating pets as family members to integrating them as part of society. The pet food market in 2025 is expected to reach 62.4 billion baht, growing 16.5% year-on-year.
Thus, having a clear brand and continuously communicating through multiple touchpoints such as OOH media, commercials, packaging, and offline events is key to long-term differentiation. Currently, Kaniva’s group includes over 12 brands with more than 1,000 SKUs. Kaniva alone offers 200 SKUs, accounting for 60% of total revenue. Sales channels break down into 60% online, 30% physical retail, and 10% other online avenues.
Kaniva expects to maintain double-digit growth—approximately 30% globally in 2026 for both Food and Non-Food products—despite economic and political uncertainties, focusing on cautious and sustainable expansion.
References.ttb.
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