If there’s one positive outcome of the pandemic, it’s the extra time that we got to spend with our pets. It has also led to some habits and pet care trends here to stay. Some of which have been summarised by research firm Euromonitor International.
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Pet humanisation is key
According to Euromonitor International’s Voice of the Consumer Lifestyle Survey, globally, 71% of pet parents consider their pets as family members. This number is strongly increasing in developing markets. Pet parents are increasingly searching for human grade treats, encouraging producers to make treats in different flavours and formats. Meanwhile, luxury fashion brands are entering pet care, launching clothes, accessories and toys for pets.
Pet wellbeing high on priority
Increasing demand for functional and natural ingredients is expanding from packaged food to pet care. A shift from general wellbeing to specific functionality drives ingredients that address digestive, joint, heart, dental and skin health, among others. Natural recipes are being favoured, “free from” claims are gaining in popularity within pet food. As per Euromonitor International’s Products Claims and Positioning 2021, top four claims such as grain free, no artificial preservatives, colours and flavours are increasingly visible on product packaging. In mature markets, mental health of pets is also receiving attention. Pet parents feel concerned about pet feeling stressed when left alone, especially following home seclusion during lockdowns.
Convenience drives online shopping
During the pandemic, pet parents became increasingly used to the convenience of online shopping. According to Euromonitor International’s Voice of the Consumer Lifestyle Survey 2021, almost one-third of consumers aged under-45 buy products for their pets via their smartphone. This proportion is increasing each year. The development of e-commerce stores and subscription services are contributing to the increasing personalisation of the offer. It enables pet parents to enjoy the convenience of smooth home delivery of large pack sizes and multipacks. Subscription services for pet food are also becoming more popular and embrace a wide range of brands, from niche specialised gourmet meals to mainstream brands.