Opportunities for the sports and outdoor market

An exciting area 

The 2017 Mintel report on US pet ownership notes that younger adults are active purchasers in the pet market, with engagement declining with age. It identifies opportunities in products dealing with health and convenience benefits, in line with human trends. Build into this is the positive estimation that in the US, total spending on pet products is growing about 50% faster than the retail sector as a whole. 

Let us take a look at the latest key products within this exciting area.

Pet obesity

Pet obesity has risen for the sixth consecutive year, creating serious concerns about the animals we love. Obesity can reduce life expectancy up to two years, a huge section of a pet’s life. 

Just a 20% increase in body weight can contribute to serious health conditions, including diabetes. Pet obesity is simple to understand: dogs and cats are being fed too much of the wrong food, and not exercised enough. Here is the opening for pet industry professionals.

Pet fitness, weight loss and exercise

Nutritional advice is widely available, with quality foods for pets, but equally available is a wide range of ‘treats’ that pets do not need, but humans like to give. Such ‘cupboard love’ can cause enormous harm, so healthier, low-fat treats are a marketable must.

Ever had a personal fitness trainer at the gym? These are now available for dogs, with exercise and nutrition plans being available both online and with local consultants. Dog treadmills provide a range of styles and sizes for each dog. Ironically, given that in the US, 250,000 dogs do not get walked at all, a treadmill is said to provide the perfect solution. For owners who cannot access the outdoors due to severe weather, are elderly or struggle with mobility, a treadmill is presented as the perfect solution to health issues.

Fitness balance balls for canines are said to increase dogs’ confidence, stability and balance as well as improved muscle tone claims. Human gym phrases such as ‘stabilizing the core strength’ are common. Franchises to train owners in proper canine workouts are growing. Sport high bounce and agility balls provide active dogs with even more speed-building enjoyment.

Cat agility

Indoor cats now have complete, constructible gyms such as the Kitty City, a connectable and stackable amusement park for cats with built in toys and activities to ensure that even the laziest of cats can get a workout. Multifunctional items such as food-hunting and movement toys help to stimulate the cat’s natural desire to hunt, hide and chase. Cats would naturally achieve these goals in an outdoor lifestyle, but artificial means exist due to the risk of cats wandering off or being injured by traffic. The question remains as to which is more ‘natural’.

Sports gear

Finally, has there been a growth in traditional dog sports? It seems not. Agility, flyball and other dog training do not seem to be involved in the massive market growth, even though long-existing activities such as Cani X involves both dog and owner in enjoyable runs through forests and parklands. If actual sports were not an owner’s hobby, pet clothing emblazoned with the logos of favourite football and other sports teams are popular, too. By far the most oft-repeated catchphrase throughout all marketing of sports and fitness pet products is ‘Your pet will love you for it’. Let us hope they do.