Pets Consumer Insights

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.

Trend - Snack bars that are made for pets are increasingly common as brands look to offer more conveniently packaged treats for people's animals. These include everything from individually wrapped supplement bars for dogs, to break-apart cat treats.

Insight - Consumers in North America are increasingly investing in their pets' health and mental wellbeing, and this often comes with somewhat inconvenient routines for themselves and sometimes their pets. Brands that are able to merge quality animal care with convenience are therefore most appealing for pet owners.

Trend - The popularity of the wellness industry has resulted in pet care brands taking inspiration from it with products that could benefit pets' overall health, but that aren't crucial. These include everything from hydration-boosters to anti-anxiety kits for pets.

Insight - North American consumers' ongoing interest in "wellness" has been spurred by a renewed focus on mental health and wellbeing. Individuals in this space are drawn to products that promise lifestyle enhancements rather than just health, and are now drawn to the same for animals in their care.

Trend - From whipped cream to ice cream, dog desserts have been conventionally offered as an in-store treat. Now, brands are working with the popularity of these treats to market packaged, high-quality dog desserts to pet owners.

Insight - Many owners adopt the mentality that their furry companion is an inseparable and irreplaceable part of their family. As a result, this demographic is focused on providing the highest quality of care to their pets, creating a strong demand for human-grade services and products—from health and grooming to food. This, in turn, allows individuals to build stronger relationships with their pets and feel good about their capacity as a caregiver.

Trend - Pet care products are mimicking aesthetics that are present in the branding of skincare for humans. By employing language like "clean beauty" and betting on strategic packaging, brands are able to establish a premium category in pet care.

Insight - Many owners consider their furry companion to be an irreplaceable part of the family and with this in mind, consumers are prioritizing the needs and desires of their pet. In this space, individuals are placing an emphasis on products and services that will enhance the lifestyle of their dog or cat. Drawing from their own experience in self-care, consumers feel reassured of the quality of a product when they see formulas and branding that they are familiar with.

Trend - Whether it is for traveling, an urban commute, or rescue, designers are launching high-tech pet carrier solutions. These products harness technology to deliver comfort or a more controlled environment that leaves cats and dogs calm and happy.

Insight - Most owners regard their furry companions as irreplaceable members of their family and as a result, many are on a continuous mission to refine their pet's experience—both indoors and outdoors. This creates a demand for products and services that take the needs of pets into consideration, whether it pertains to health, comfort, or safety. In emphasizing this, consumers feel more at peace with themselves and reassured that they are taking good care of their furry friends.

Trend - Brands are launching products to help consumers better understand their pets, both in terms of emotions, as well as pertaining to breed and ancestry. These offerings vary from emotion-tracking wearables to DNA testing kits.

Insight - Many consumers consider their furry companion as an irreplaceable member of the family. Some, however, are finding it frustrating or uncomfortable to know that they cannot decipher the needs or feelings of their pets at all times. This creates a demand for products that will enable consumers to better understand their cats and dogs—from where the animal is coming from to how it is feeling on a particular day. This, in turn, grants consumers peace of mind and allows them to feel closer to their companion.

Trend - The popularity of human DNA tests has now extended to include pets as well. Brands are launching breed and health screening kits specifically for pets that give insight into their ancestry, health concerns, and common traits.

Insight - With advancements in science, it's now possible to conduct at-home testing for a variety of health-related issues. These tests are no longer seen as a novel development and are being trusted in place of getting tested in-person at labs and centers, specifically as it relates to preventative and proactive healthcare. Consumers view these tests as a way to tackle possible concerns before they arise, giving them a degree of control over their future health.

Trend - The customization of pet care now comes in many forms–whether that's in meals and supplements, or in therapy and chatbot-based services. This trend indicates an enhanced focus on quality pet care that is preventative rather than reactive.

Insight - North American consumers are increasingly focused on their personal wellbeing–a shift that has now translated over to the people or beings that are in their care. "Wellness" is now an umbrella term that describes industries ranging from food and beverage to fitness, and is often curated in a way that's personal to the customer. Thus, consumers have now extended all the health-minded practices they've adopted from the wellness space, and are now refocusing them into their children and/or pets.