Possibilities for pet parenting
Despite some significant differences in market maturity, there are major global factors that have fundamentally changed the nature of pet supply markets. Lower birth rates, changes in traditional family models and the increased complexity of modern life all influence the individual’s need for emotional bonds. As a result, pet owners have become more emotionally attached to their pets.
In some demographic categories, notably millennials and seniors, cats and dogs in particular can fill a genuine need to ‘nurse and nurture’. Pet parents have emerged as key targets for the pet industry, driving higher market standards in many sectors. As pets are increasingly viewed as family members, their owners have become more interested in adequately addressing their specific nutritional and health needs.
Good for me, my pet, and the planet
Many of today’s pet parents project their own wishes and needs on their pets, expecting to find pet products and services similar to those available for themselves. In the food sector, examples range from the use of fruits, vegetables and seasonal ingredients in pet food products, to ice cream or pizza for pets. In addition, eco-conscious consumers are interested in ‘greener’ pet products that are environmentally friendly and promote sustainable production. Many pet owners are also sensitive to cruelty-free and charity claims.
Longer and healthier lives
Pet owners are becoming increasingly knowledgeable about their pets’ specific nutritional needs. They want to feed their pets balanced foods that ensure health and well-being and ultimately longevity. Health claims supported by scientific evidence
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