Care and treatment for modern pets
According to the American Veterinary Medical Association, 60% of owners believe their pets are family members. So why should pets not have access to the same care as their human counterparts?
Growing awareness
Consumers have always needed to keep their pets clean, but the skin care and grooming market has witnessed a significant surge recently. This is down to growing veterinary and public awareness of available skin treatment options, as well as the humanisation of pets and the luxury aspect of pet ownership.
Individual needs
Skin conditions such as atopic dermatitis are one of the most common reasons for a pet to visit the vet. Creams, ointments, shampoos and sprays are the types of product in demand. North America is leading the way, with a 73% increase since the year 2000 in the number of over-the-counter pet products, such as grooming supplies and pet toothpaste. Europe matches this rate of growth, with less developed countries being least likely to follow the same trend, probably due to low product awareness.
Natural ingredients such as certified organic, and those that are enzyme-based, are a driving trend, with pet owners asking for a range of options to match the individual needs of their pet. Positioning products next to specialised foods is a sensible marketing strategy, since food allergies and skin care issues often exist in parallel.
Fresh and stylish
How else to keep things clean and hygienic? Litter treatments are especially relevant. Odour-free is essential, using absorbent silica gel which dries fast and absorbs bacteria. Style even affects the litter tray, with coloured cat litter now available, but biodegradable litter may be the preferred choice for the nature-conscious owner. Wheat litter, cedar, corn and pine, even litter containing baking soda are all sure to keep the modern cat fresh.
Regular grooming
Home grooming might be less stressful for pets, and is needed in between professional visits, especially brushing to maintain fur without matting. However, grooming as an industry is growing fast, at 8% reported growth for businesses in the US grooming segment (Bureau of Labor Statistics). This is related to owner age, with 45-54 year olds in the US spending the highest average on grooming. It is clear that such a transformation positions this sector alongside veterinary services, gourmet treats and toys as a care priority.
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