Pets

Implications - Mirroring the paleo diet, wild pet foods are meant to provide pets with diets that they would traditionally experience in the wild. With human food trends often translating into the pet food space, it comes as no surprise that we would see this adaptation appear, especially when you take into account the alleviation of guilt that serving pets with an elevated diet provides busy owners. [More]

Implications - Tapping into consumer lifestyle habits, modern pet products and accessories are offering eco-friendly and sustainable alternatives for traditional pet care needs. Utilizing recyclable and biodegradable materials, brands are offering pet products that not only fulfill its desired function but also satiate a need for more conscious lifestyle habits. Such a shift in pet products showcases a consumer desire for sustainable consumption in all aspects of their routine, including those of their extended family. [More]

Implications - The concept of pets being seen as not extended parts of families, but actual members of them, is being targeted by brands that are offering humanized services that cater to people with animals. These products and services allow for a unique form of indulgence that puts a distinct twist on familial bonding. [More]

Implications - An alternative to leaving pets in "doggie hotels" or with friends, many consumers are opting to take their pets on trips with them – and brands are adapting to this fact by prioritizing the convenience and comfort of such trips. This shift enhances the bond between consumers and their pets, and gives pet-related brands a good opportunity to enter and establish an emerging market. [More]

Implications - Looking beyond mere mobile applications, pet owners are seeking out products and services that offer their pets smarter, more intelligent solutions to their day-to-day needs. Tapping into areas like AI and biometric tech, these products not only provide automated services but more intuitive and predictive solutions for owners and their pets. [More]

Implications - Fresh pet foods are becoming more common as brick-and-mortar spaces offer dishes made specifically for dogs and cats, or brands offer food products that pet owners can make fresh at home. This shift reflects the increased importance of bonding with pets, becoming top of mind as urban consumers lead busier lives, allowing them to assuage some of the guilt associated with their absences. [More]

Implications - The popularity of "superfoods" has resulted in the marketing of pet food products as including these varied ingredients, with everything from algae to beets enhancing the health of pets' meals. These superfood pet products appeal to hyper-conscious pet owners, particularly those within Millennial demographics, due to their framing as artisan and ultra-nutritious. [More]

Implications - Moving beyond standard pet products and accessories, brands are curating specific packages that target certain health conditions and ailments to offer more efficient solutions for pet owners. Offering nutrients that promote healthy aging to products that support cognitive development, these services not only help maintain the overall health of pets, but they also showcase a desire for hyper-curated services in all aspects of consumers' lives. [More]

Implications - The use of data in informing pet care enhances consumers' ability to ensure their pets remain healthy and safe. Whether it's data-fueled pet food or behavioural monitoring informed by pet owner-collected data, these personalized systems cater to consumers seeking to establish some autonomy in the process of caring for their pets beyond their basic needs. [More]

Implications - Lax rules around pet care in-office, including programs that allow for paid "pet leave," as well as workplaces designed around the inclusion of employees' pets, are becoming increasingly common. This shift comes as startups seek out talent with perks that distinguish them as more relatable to most Millenial employees. [More]