The U.S. firm renowned for its confectionery owns pet food brands including Pedigree and Whiskas.

Mars was the market leader in China two years ago with a two-thirds share, according to the latest Euromonitor data. Nestle-owned brands were second with just over 16 percent followed by local firm Nory Pet (Shanghai) Co Ltd with an almost 7 percent share.

"There is huge demand for pet food as owners give up feeding their dog rice and meat and switch to proper pet food," Chen Xiuqiang, sales manager at pet food importer and distributor Guangzhou Mudi Trading Co Ltd told Reuters.

THE CAT'S MEOW

In addition to branded food, more Chinese are paying top yuan for pedigree dog breeds such as Tibetan mastiffs, and the services and accessories they think these prized pets deserve.

"In big cities like Shanghai, many people feel lonely and treat pets like family," said pet groomer Zhao Huanhuan. "People are now willing to spend on their pets as much as they are willing to spend on their parents."

Beijing pet photographer Yipets offers clients packages - including pet costumes and styling - that range from 388 yuan to 8,888 yuan ($63-$1,430) while a one-month dog training course at JinJiaJun Kennel can cost 5,000 yuan.

Luxury retailers are also benefiting. U.S. firm Chrome Bones, which opened its first China franchise in Shanghai in September, said sales have risen by up to 40 percent a month.

The brand specialises in Swarovski-crystal encrusted pet collars that cost some $260, snakeskin carriers that start at $3,800 and patent leather beds and bowls.

"The prospects are very good," said shop owner Chen Yinfeng.

Pet pampering has also become big business. Cole Zhang, who owns Blue Bone near Shanghai's Bund, offers to chauffeur canine clients in a Ferarri or a Maserati, a service he said costs up to 500 yuan a kilometre and is often booked out.

"On average, we have more than 100 clients a week. We usually work overtime on weekends," he added. "Most of my customers treat their dogs very well and they are willing to spend a lot on their dogs."