Convenience Meets Canine Care: HICC Pet Expands Singapore Footprint Via Shell Select

Singapore – In a move reflecting the growing demand for convenient pet care solutions, US-based HICC Pet is expanding its reach in Singapore through a strategic partnership with Shell Select convenience stores. The collaboration will see HICC Pet’s science-backed grooming and wellness products stocked in over 50 Shell Select locations islandwide, catering to busy pet owners seeking accessible, high-quality care.

This expansion comes on the heels of HICC Pet establishing an APAC Brand Experience Centre in Singapore last year, signalling a commitment to the region’s burgeoning pet care market. Valued at approximately SGD 500 million and growing at a 5% CAGR, Singapore’s pet industry is witnessing a surge in demand for premium products and convenient access points.

“We’re seeing a significant shift in how pet owners approach care,” explains a veterinary professional in Singapore, who preferred to remain anonymous. “Life is fast-paced, and owners are looking for ways to integrate pet wellness into their existing routines. Convenience is key, but not at the expense of quality.”

Tapping into the ‘On-the-Go’ Lifestyle

The partnership with Shell Select directly addresses this trend. By leveraging Shell’s extensive network of conveniently located stores, HICC Pet is placing its products within easy reach of pet owners during their daily commutes and errands. This contrasts with traditional pet supply stores, which often require dedicated trips.

“This isn’t just about selling products; it’s about making pet wellness a seamless part of everyday life,” said a source familiar with HICC Pet’s strategy. “We want to meet pet parents where they are – literally.”

The initial rollout includes HICC Pet’s recently launched ‘Itch Relief Kit’ and ‘Oral Care Kit’, designed to address common pet health concerns. These kits reflect a growing consumer preference for targeted, science-backed solutions.

“Owners are becoming increasingly informed and proactive about their pets’ health,” notes a local pet retail analyst. “They're not simply buying the cheapest option; they want products with proven efficacy and clear benefits.”

Navigating the Singaporean Pet Care Landscape

While the Singaporean pet care market presents opportunities, it's also a competitive landscape. Established players like Royal Canin and Purina, along with local brands like PetLovers Centre and The Paw Store, already have a strong foothold. HICC Pet’s strategy appears to be focused on differentiation through product innovation and a commitment to science-backed formulations.

“There's definitely room for new entrants, but they need to bring something unique to the table,” explains the retail analyst. “HICC Pet’s focus on targeted kits and scientifically-backed ingredients could give them a competitive edge.”

The company’s APAC expansion plan extends beyond Singapore, with potential targets including Malaysia, Thailand, and Australia. The choice of Singapore as a regional hub underscores the country’s strategic location and robust infrastructure.

Science-Backed Solutions & Product Reception

HICC Pet’s commitment to scientific rigor is a key differentiator. The ‘Itch Relief Kit’ and ‘Oral Care Kit’ are formulated with ingredients backed by veterinary research and designed to address specific pet health concerns.

“We've seen positive feedback from veterinary professionals regarding the efficacy of HICC Pet’s formulations,” explains the anonymous veterinary source. “The ingredients are well-researched and address common issues we see in practice.”

Early consumer response has been positive, with products receiving an average rating of 4.5/5 stars on platforms like Shopee and Lazada. Online forums and social media groups dedicated to pet ownership in Singapore have also seen discussions praising the kits’ effectiveness.

“My dog used to suffer from seasonal allergies, and the Itch Relief Kit has made a noticeable difference,” shared one pet owner on a local Facebook group. “I appreciate that the ingredients are gentle yet effective.”

Challenges and Opportunities Ahead

Despite the promising start, HICC Pet faces several challenges. Building brand awareness in a competitive market requires sustained marketing efforts and a consistent brand message. Maintaining product quality and ensuring consistent supply chain management are also crucial for long-term success.

However, the opportunities outweigh the challenges. The growing pet population in Singapore, coupled with increasing disposable incomes and a growing focus on pet health and wellness, creates a favorable environment for HICC Pet’s growth.

The partnership with Shell Select is a strategic move that positions HICC Pet for success in the Singaporean market. By combining convenience, quality, and scientific rigor, the company is poised to capture a significant share of the growing pet care industry and improve the lives of pets and their owners across the region. The move also signals a larger trend - a demand for accessible, premium pet care solutions that fit seamlessly into the busy lifestyles of modern pet owners.

As HICC Pet expands its footprint in APAC, its success will likely depend on its ability to continue innovating, adapting to local needs, and maintaining its commitment to science-backed quality.