Interview: i-Tail doubles down on pet treats, private label and global scale

Backed by its parent company, Thai Union Group, i-Tail continues to consolidate and expand its pet food business, supported by sustained demand across premiumization, treats and private-label growth in key international markets. 

The Bangkok-based pet food manufacturer recorded sales of THB 18.2 billion ($580M/€507M) in FY2025, representing 2.8% year-on-year growth. Cat food remained the core category, contributing to 66% of total sales, followed by dog food at 18%, while the treats segment stood out with a 36.5% surge, emerging as a key margin driver. 

GlobalPETS sits down with Pahk Shewaruksakul, Chief Commercial Officer at i-Tail, and Prad Kerdpairoj, Director of Sustainability – Pet, Feed, Ingredients Sustainability Lead at Thai Union Group, to discuss the state of the business.

A resilient industry 

While the broader economy faces headwinds, the pet sector remains remarkably resilient. “If you compare it to other categories, such as home care or personal care, the pet sector is growing much faster,” explains Pahk Shewaruksakul. 

He notes that pet food is far from a mere commodity, as owners prioritize their pets’ well-being and maintain spending on premium products even during economic downturns.

Treats, in particular, are surging. In Thailand, dry food still holds 50% of the market and wet food 40%, but the 10% treats segment is by far the fastest-growing. “Globally, the wet segment is growing around 4% to 5%, but treats are growing by double digits in every region,” he shares. 

Even in the highly advanced US market, the company says that treats are seeing double-digit growth.

To capitalize on this, i-Tail is expanding its production capacity to 40 million sachets per month this year, anticipating further demand for innovative lickable formats. 

“Anticipating trends from global players allows us to prepare our capacity to meet future volume demands,” i-Tail’s CCO adds, noting that excellent market feedback has validated the company’s proactive approach.

Fragmented markets

With 99% of its revenue generated outside its home market, i-Tail’s strategy is firmly global. The company has delivered double-digit growth, driven in particular by strong private-label demand across both the US and Europe.

Currently, the US accounts for approximately 40% of its business, Europe 30%, and the rest of Asia 30%. However, each region presents distinct challenges and opportunities.

The US remains i-Tail’s biggest growth engine, accounting for 58% of total sales. “Because the US market is so advanced, it is highly receptive to our innovations,” Shewaruksakul adds, identifying significant headroom for expansion on retail shelves. 

To increase its footprint, the company is targeting the K-shaped economy by serving private-label customers in the chunk-in-gravy and pâté segments, which account for 70% of the US wet food market.

The European market is described by i-Tail as a highly competitive “red ocean.” Because EU standards for “complete and balanced” food are easier for new players to replicate than strict US regulations, many Asian co-manufacturers enter Europe quickly, intensifying competition and putting pressure on prices.

Meanwhile, scaling in Asia is complex due to extreme fragmentation spanning Turkey, Japan and Australia. “In America, you can focus on innovation and the premium segment. In parts of Asia, like Japan, the focus should be on quality, functional benefits and well-being,” explains Shewaruksakul.

Environmental footprint 

Beyond regional expansion, i-Tail is increasingly focused on environmental stewardship. As it marks the 10th anniversary of its sustainability journey, the company is now expanding its commitment to its SeaChange 2030 program. 

At its core, SeaChange 2030 is a system-wide transformation plan spanning the seafood and pet food value chains, with targets set through 2030 and beyond.

“Our role at i-Tail, the pet food subsidiary of Thai Union, is not merely to follow but to lead,” adds Prad Kerdpairoj.

A major advantage for the company is its deep synergy with Thai Union’s global tuna operations. “It is all about utilizing sustainably and responsibly sourced tuna from head to tail,” notes the Director of Sustainability for Pet at Thai Union Group.

The company upcycles by-products from human food production – such as calcium from bones, oil from heads, and collagen from skin – to create nutrient-rich pet products.

Greenhouse emissions 

Through operational efficiencies, i-Tail reduced its greenhouse gas emissions by 22% between 2021 and 2025, even while revenue grew by 25%. Looking ahead, Kerdpairoj reveals an exciting development for 2026: 

“We are starting to track product-level carbon footprints. We have successfully reduced emissions at the factory level, and now our customers – especially in the EU – want to know the exact carbon footprint of specific products,” concludes Kerdpairoj.

GlobalPETS learned that the company plans to launch this capability later this year.

New products 

In 2025, new product launches generated THB 1.8 billion ($50M/€40M) in sales, and the company has set a bold target to derive 15% of its revenue from new products in 2026.

Domestically, the company is already testing fresh concepts like Gimme Fresh, a premium brand aimed at Gen Z and Millennials that currently generates 70% of its revenue via TikTok e-commerce.

i-Tail is also looking to market brands targeted at senior pets that were brought into homes during the COVID-19 pandemic and are now getting older. 

“Our vision is to break this down into sub-segments, such as mature pets (ages 7 to 10) and senior pets (10 and over),” Shewaruksakul concludes. “This creates value-added categories for brands to grow their respective markets.”