Whilst pet daycare, expensive pet nutrition products and innovative activity toys have reached peak supply, there is an exciting area of growth in the pet 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.
The latest articles
These pet players are expanding their reach through retail partnerships
Pet brands are increasingly partnering with distribution companies to increase their product reach and tap into new markets.
Indian insect player secures permit to export to Europe
Arthro Biotech outlines ambitious plans to increase production to 100,000 tons annually by 2030.
AgroBiothers makes second acquisition in European pet care space
The addition of Denmark’s leading pet care business, KW, marks a strategic move to strengthen the French pet care company’s position in Northern Europe.
Weekly newsletter to stay up-to-date
Discover what’s happening in the pet industry. Get the must-read stories and insights in your inbox.