Pets Consumer Insights

Trend - As upcycling food, fashion and various materials becomes more common, the pet industry is taking note. Now, everything from pet treats to beds are being made with ingredients and materials that would otherwise be discarded.

Insight - As sustainability becomes top of mind for consumers, more people are searching for both micro and macro ways that they can change their lifestyles in order to reduce their environmental footprint. Upcycled products are one way that consumers can be assured that a brand cares about sustainability, without simply paying lip service to it.

Trend - Preventative pet health has become a priority for more pet owners, and brands have been responding to this with products that help enhance the wellbeing of pets. Now, pet food brands are promising stress-relief foods and treats for both cats and dogs.

Insight - Preventative health has become a focus for health-conscious consumers, and this shift is now being extended to pets. The priority now is to focus on long-term wellbeing, rather than trying to resolve or treat health issues only as they come up.

Trend - The pet care industry is increasingly prioritizing sustainability, and this can now be observed in packaging solutions that are either recyclable or reusable. This include everything from the use of reusable aluminum packaging, to nationally recyclable packaging.

Insight - The average consumer is taking more time assessing where their lifestyles don't align with their emerging eco-based priorities. With climate change causing more anxiety among consumers, people are searching for ways they can reduce their own impact.

Trend - Cat owners now have the option to track their pets' health in a variety of connected ways, including with customized, connected water fountains and weight and health-monitoring scales made specifically for cats.

Insight - Pet owners have become more protective over their pets as information about their wellbeing and how best to take care of them has been made more accessible online. Now, people are willing to go above and beyond in order to cater to the needs and comfort of the animals in their care.

Trend - Pet care has become a bigger priority for owners, and brands are now curating special kits that help consumers better take care of their cats or dogs. These include everything from first aid kits, to kits that help reduce anxiety in pets.

Insight - The growing popularity of pet care comes as a result of consumers spending more time at home, as well as more consumer knowledge (with the help of social media) about how to best care for animals. This shift has resulted in a growing demand for increasingly personalized and luxury items for pets.

Trend - Brands in the pet space are launching free from pet food made with minimal ingredients. This comes as the industry is driven by younger demographics who are better informed about the ingredients in foods and their impact on health.

Insight - Millennial and Gen Z pet owners, who were brought up in an increasingly health-conscious society, take the health and well-being of their companion very seriously and are looking for ways to improve their pet's longevity and quality of life. For many individuals in this demographic, high-quality is synonymous with organic; therefore, they are more likely to consider pet foods whose recipes use naturally-made ingredients over “normal,” mass-produced foods. This comes as more information becomes available regarding the link between diet and health—for both humans and animals alike.

Trend - Pet food brands are now offering environmentally friendly food options for cats and dogs. These sustainable options include everything from insect-based foods, to foods made from invasive carp species.

Insight - Now that climate change is making consumers look at their lifestyles and priorities to see where they could make a change, brands are having to adapt so that they're helping drive those changes at least on the micro level. Whether it's in small daily rituals like feeding pets, or in larger investments like homes and cars, more consumers are looking to adopt sustainability into their lives.

Trend - For pet owners that prioritize luxury pet wellness, products and services in this space that mimic human rituals are becoming more popular. These include everything from calming diffusers for cats, to dog-friendly charcuterie platters.

Insight - Pet care is becoming increasingly personalized and distinct as people look for ways to ensure that their beloved animals are well cared for and happy. Pet owners are looking for pet-oriented products that showcase their love through "human" means to better integrate pets into their daily activities.

Trend - CBD supplements for pets in North America remain popular, and some brands in the pet food space are branching out further with pet treats and foods that incorporate the cannabis property and its anxiety-relieving benefits.

Insight - When it comes to pet care, consumers are increasingly focused not just on their pets' health, but their mental wellbeing as well. Now, people are prioritizing on everything from stress-relief to mental stimulation for their animals, and are turning to brands that specialize in those forms of pet care.

Trend - Brands are developing lab-grown meats and probiotic ingredients to create pet food and treats. The new products are a more sustainable option that improves animal welfare while still providing high-quality food for pets.

Insight - Global climate change has already had observable effects on the environment, impacting both humans and wildlife alike. With increased awareness of its impending dangers, many consumers are re-evaluating their behaviors to be more sustainable. As a result, consumers are more conscious of the products they purchase, desiring more than just eco-friendly branding. These individuals seek ethical and sustainable items that negate ecological effects and will flock to brands that share these values.