Unlocking the secret life of pets

Pet smartphones

Pet wearables are attracting more and more interest and providing increased insight into the everyday activities of cats and dogs in particular, recent research in the UK by AMA Research has found. 

Centred on collar-based devices, wearable tech for pets has the potential to transform what was previously only simple collar to a full connected digital device – essentially a pet smartphone! While the collar and leads sector accounts for only a small share (5%) of the £1 billion ($1.25 / €1.13 billion) overall pet accessories market in the UK, wearable tech could prove to be the new product that transforms the existing sector.

Remote monitoring

Humanisation of pets is a key factor driving the market, with pets increasingly viewed as members of the family and therefore benefitting from more ‘inclusive’ products which increase the potential for greater interaction. With many pet owners out of the house on a daily basis, leaving pets alone for long periods, remote monitoring of pets via GPS devices and cameras is increasingly servicing the needs of some owners; especially the need to have some interaction with their animals, even though they are some distance apart.

The Internet of Things continues to extend mobile and app based remote monitor technologies into everyday aspects of our lives, such as heating controls and home security, and apps are now viewed by many as essential to everyday activities. The development of GPS collar-based tracking systems is a key example of this trend, with organisations such as Tractive, TKStar and Pawtrack developing products that allow owners to monitor the location of their pet. Some systems also have geo-fencing facilities, with a tracker option that provides a direct aid to finding ‘lost’ pets.

On-the-go video

Collar-based cameras are also seeing growth. EYENIMAL by NUM’axes for both cats and dogs allows owners a pet’s eye view of their world and their daily adventures. In addition, a number of suppliers have also introduced harnesses, mainly for dogs, that securely accommodate smaller versions of mobile, on-the-go action cameras such as GoPro. 

Connectivity of devices also means that pet owners can easily upload and share video clips of their pets in action, with some pet owners now having social media sites for their pet as well as themselves.

Health and wellbeing

Whilst many current products focus on the need for monitoring and remote integration between owner and pet, some wearable tech devices are also providing enhanced capabilities within the health and welfare sector; in a similar way to those developed for the human population. 

Products such as PitPat dog activity monitor not only have a collar mountable device but also include enhanced app features. These include personalised exercise programmes and weight and condition monitoring, as well as a rewards programs and exclusive member discounts and offers. 

What this also means, is that these devices have the capability to provide enhanced information about the health and wellbeing of pets. The data from the tracking devices and on-pet cameras could provide a detailed baseline for what is normal for a particular animal. Tracking changes to these normal behaviours, such as reduced activity levels and increased frequency of urination, could potentially provide an early heads-up for underlying conditions which may have been missed by the normal observation of the owner, particularly as the pet ages. 

The future of wearables

Pet wearables are only a niche sector of the UK pet accessories market at present, but one that commands higher average prices and has the potential for significant future value growth.

Looking to the future, wearable pet tech is likely to mirror developments in the human wearable tech field, and extend beyond the collars and harnesses sector potentially into the realms of intelligent clothing. As more suppliers enter the marketplace and average prices come down, some wearable tech devices for pets should become more attractive to a larger proportion of pet owners.