The future of the pet economy: how brands create value for pets

Brands and emotional connections take the lead.

A brand is a key asset during a crisis. When times are tough, people stick with brands, even if they are more expensive. According to research, customers who have an emotional connection to a product remain loyal to the brand 306% longer.

By 2025, over half of retail chains are expected to focus on creating a positive customer experience rather than just selling a product. Even manufacturing companies should consider improving the customer experience. Pet care is emotional work.

This approach to building brands is more successful and reliable, while also protecting against risks.

Personalization

Pets are the customers of the industry. Therefore, brands will do everything they can to “get inside their heads” and develop a personalized approach not only for the pet parent, but also for the four-legged customer.

“Treat pets as customers and develop a personalized approach for them.” This trend has been reported for a long time, but now companies are moving significantly in this direction thanks to algorithms and programming.

Companies invest in unique, personalized content and experiences. As a result, unique and personalized products are designed. Also, companies are creating business incubators and supporting hundreds of startups – each with the perspective that the animal is the client.

These companies develop digital and technological products in areas related to nutrition and diet development, health care, leisure, and adoption.

Four-legged friends mimic the behavior of their pet parents, and vice versa.

The global trend of a healthy lifestyle affects both owners and their four-legged friends. Pet parents are doing more sports, and this is also reflected in the activity of their pets. That’s why food for active dogs from the Club 4 Paws Premium Active brand takes up a large portion of the dry dog food portfolio at Kormotech – 14.5%.

The brand decided to revamp this product and created a new feed in collaboration with PULLER, an innovative dog training device consisting of two rings. Through specially developed PULLER exercises (running, jumping, pulling), dogs receive a full physical and emotional workout.

Club 4 Paws Premium Active now has an improved formula that includes grape pips expeller, which helps protect cells from free radicals, which is essential during high activity. The packaging design, which depicts the active interaction between a person and an animal, has also been changed, and the packaging includes exercises for dogs.

The brand team tested the new design among consumers. The new design with the image of the pet in action received significantly higher ratings according to diagnostic image criteria. Consumers “see” in such a combination of brands not only the activity of dogs but also the active lifestyle of their owners. This design makes you want to interact with the dog and play with it.

In the context of the global pandemic and the healthy lifestyle trend, combining the innovative PULLER training toy and dog food with the active lifestyle of Club 4 Paws Active was a good decision.

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