Pets Consumer Insights

Implications - As selfie culture persists, we’re seeing products and accessories continue to expand to appease this generation of consumers, and in this case, specifically calling out pets. Catering to pet owners looking to capture moments with their furry friends, these products include everything from treat holders to toys for distraction, all in effort to capture that perfect picture. Not only do these examples speak to the expansion of selfie culture, but it also highlights emerging consumer priorities when it comes to their everyday technology usage and their need to include those they love.

Implications - Seeking to make more meaningful connections, brands are turning to activations and engagements that encourage the attendance of furry companions. Not only limited to pet brands themselves, those outside the category and jumping in to create pet-friendly environments centered around everything from art to food and beverage. Such purposeful focus on supporting and delighting consumers and their pets not only speaks to the need for more experiential brand engagements, but engagements that better target elements of consumer lifestyles, such as their beloved pets.

Implications - Where once training a dog required consistent discipline, today's tech-infused training tools fulfill this by allowing pet owners and trainers to discipline dogs humanely through the use of sound or haptic feedback. This speaks to pet owner's desire to have convenient tools that prioritize leisure activities over chores like disciplining and training their pets.

Implications - Brands are catering to the bond between pet owners and their loving animals by creating events that mimic social interactions that people take part in. This shift opens the door to experiential opportunities that enhance brand and consumer relationships, by bridging urban consumers' recreational habits with their personal responsibilities.

Implications - Catering to animal lovers and the bond between owners and their pets, social outlets are putting more emphasis on engaging and interacting with those furry friends. While animal videos has long been a go-to online destination, a shift toward more live, on-demand experiences are emerging where platforms like Snapchat are creating a more inclusive experience for pets and their owners. Whether it be creating specific filters or live interactive elements, these online engagements speak to the need to not only entertain consumers, but provide content and experiences that speak to other elements of their life, including furry friends.

Implications - The popularity of the supplement industry is increasingly extending to the pet space, with owners looking to preemptively care for any health problems that may arise in their pets in the future. These preventative care models could ensure that consumers can mitigate the costs associated with compounded health issues down the road.

Implications - Showing pets the same amount of care and attention as they would themselves, consumers are turning to freshly made, organic pet food options to help support on-going health. Taking into account the move away from processed food options, brands in the pet space are making bigger efforts to create specialized options to appease those looking for healthier alternatives. From dedicated in-store kitchens to organic monthly subscriptions, these services speak to the growing emphasis around healthy lifestyles, even among companions likes pets.

Implications - Few have the time to prepare home-made meals for their pets, yet the rise of maker culture gives people the sense that this is a common practice. Leveraging this, pet food manufacturers are tapping into homestyle branding. These offerings give the consumer the perception of quality and act as a reflection of foodie norms entering the pet space.

Implications - Digital platforms that allow pet owners to connect to veterinary services are increasingly popular, as hands-on pet care is on the rise among consumers. Though not as thorough as in-person appointments, these services aim to protect the general health of domestic animals, while prioritizing accessibility for consumers who may face more barriers–like cost and transport–to accessing vet services.

Implications - As CBD is becoming a more readily accepted and accessible ingredient to consumers, its ubiquity is leading to its integration to pet products as well. Accepted by many as a viable treatment to support pets' anxiety and pain issues, CBD supplements are an attractive option for those who prefer more natural solutions in general.