Humanization in pet beds, crates and cushions

In fact, as pets are treated more and more as family members, higher consumer lifestyle standards and a surge in hygiene standards are expected to drive the overall market potential even further.

Substantial growth
A study conducted by the Dubai-based market research consultancy Fact.MR shows that the global pet beds market is set to undergo substantial growth through to 2031. Sue Jones, co-founder of British pet products seller OKA, remarks: “Pets are part of the family, so it’s understandable that people want to spoil them just as they would their children. I think this means people shop pet accessories in the same way they do for themselves, looking for comfort, quality, durability and style.”

Orthopedic solutions enjoy popularity
Nevertheless, the pet bedding market continues to be driven by customers with older pets and pets with special needs as a result of health issues.

“The most popular trend I see in pet beds, crates and cushions is that more attention is given to the special needs of senior pets,” highlights Dana Varble, Chief Veterinary Officer at the North American Veterinary Community (NAVC). Orthopedic pet beds provide additional support for pet muscles, backbone and joints while sleeping or relaxing. These types of beds distribute the pet’s weight and in this way minimize any strain on their joints.

“Our pets are living longer lives and pet parents want to ensure that during the last years also, their lives are happy and comfortable. One example is the widespread use of orthopedic support in pet beds and kennel pads for pets that have joint disease,” Varble comments.

Design is important too
Most pet parents buy such products to decrease pain and improve the sleeping comfort of their pets. And although the health-supporting properties are the most important, purchasing decisions are also increasingly being based on product appearance. No wonder there is a new trend to include more design elements. For example, wood finishes turn these utilitarian products into interior decor pieces.

Customers looking for durable…
Currently, most manufacturers use materials that make pet beds more practical and durable. But other considerations regarding product materials are also driving pet parents’ choices. These include washability and sturdy fabrics or covers that can be switched and thereby extend the lifespan of products.

“Our pet cushions have fiber-filled inserts and machine- washable covers, while our beds and baskets are raised above the ground to avoid drafts. They also have inset handles for easy movement,” Creative Director Sue Jones from OKA points out. Inspired by ancient designs from the Far East, one of the first creations made by OKA were hand-crafted rattan accessories and storage. “This timeless material is a huge hit with our customers. And, in our experience, pets love our rattan Mattaban designs, as much as their owners do,” adds Jones.

…and sustainable
Sustainability aspects are also important for pet parents. Although manufacturers are still only taking their first steps in this area. “More recycled materials, especially recycled fabrics are available and being utilized as cushion material. Importantly, new ways to engineer those materials are enabling us to re-use them, turning them into robust support solutions for our aging pet population,” according to Varble.

Higher-income markets
Up till now, sustainability is only being picked up by the higher-income markets and to a lesser extent in developing countries. Kirill Leonov from the Russian Academy of Science points out that, in Russia, the demand is limited by lower living standards, compared to the European Union and the US. “In terms of materials, durability is as important as price is. In fact, many local customers do not really care whether fabrics are sustainable or recyclable. Some customers care about their pets as children, but the ecological issues are just not on the agenda here, as they are in other parts of the world,” Leonov comments.

Thermo-regulation in the spotlight
With comfort as a top priority in pet bedding, it’s not surprising that manufacturers are looking at offering even more advanced levels of comfort for pets.

New is the introduction of heat-regulated bedding, some even featuring electrical heating. These types of beds generally feature heavy padding or come as smooth beds with thinner padding. Underneath the padding material, the beds have warming (or cooling) elements inside a protective covering. Safety and security are paramount and showcased in pet beds with in-built safety elements to prevent overheating, fire hazards or frostbite.