As we come to the close of another year, it only seems appropriate to discuss the road that lies ahead for the pet industry. One thing that we can count on for 2024 is the undisputable love that Americans have for their pets, and their desire to demonstrate their affection for them – from the food they eat, to the toys they enjoy, to the special spaces and care they receive. That said, here are some emerging pet trends to consider and capitalize on as your pet brand prepares to unleash its marketing strategy for 2024.
- Eco-friendly and green:
Not so much a new trend, but an extension of one that has been evolving for years, pet products of all types continue to become more eco-responsible. From food and treats made from sustainably derived ingredients to products delivered in biodegradable packaging to chemical-free grooming products, ‘greener’ items are increasingly popping up on store shelves in response to pet parents’ growing desire to be as earth friendly in the choices they make for their pets as they are for themselves. It is only a matter of time until sustainability becomes ‘cost of entry’ in the pet industry, particularly as pet owners become better informed and more diligent in vetting products purchased.
- Freeze-dried and raw foods:
‘Better for fido’ pet food brands will continue to experience market share growth, with startups serving as a driving force behind the expansion of niche pet food products.
Freeze-dried dog food is one such meal solution that has been gaining traction with some pet parents because flash freezing of the raw food ingredients often contained in these products (i.e., organ meat and veggies) helps to ‘lock in’ more of the nutrients. Moreover, product shelf life is also extended for elevated freshness and value.
Another nutrition-based trend on the rise is biologically-appropriate foods for dogs and cats. Packed with high-quality protein derived from raw meat along with healthy fats and fiber and low to no fillers, these foods mimic ancestral foods eaten by dogs and cats of yore to provide nutrition truly aligned with the species. One could liken these products to ‘farm to table,’ clean nutrition that humans are increasingly embracing.
As pet parents increasingly seek out better nutritional, clean foods for themselves, we can expect them to mirror that same behavior for their pets. This signifies that brands need to embrace doing more than just producing quality food and treat products – but innovate with nutritional solutions designed to meet individual pet needs, health issues and life stages.
- Pet Tech and AI gadgetry
AI is everywhere and the pet industry is no exception, especially when it comes to pet monitoring and care. Smart collars and GPS pet trackers have already gained strong popularity as a means of managing the real-time location of pets and fitness monitoring. And of course, there are AI interactive play toys and devices, such as automatic ball launchers, to keep fido fit, amused and less anxious while the pet parents are away.
Smartphones are also proving a valuable AI resource as many pet parents are resorting to VetGPT to navigate symptoms and resorting to virtual vet telehealth services for convenience in select, non-emergency situations. What will they think of next?
- DTC continues to go strong
Without question, the omnichannel shopping world is here to stay, with online ordering ever increasing not only because of price, selection, and convenience, but ability for pet parents to search based on product attributes and benefits, such as ‘sustainable’ and ‘gluten-free,’ to achieve the personalization they demand and expect during the online shopping experience.
With ecommerce sales of pet products approaching $40 billion annually, the importance of maintaining a strong digital and social commerce presence is more important than ever to help get your brand noticed and placed in the consumer’s shopping cart.
- Holistic pet care
Pet spas are all the rage for the extremely pampered pet. Just as massage therapy helps alleviate stressed muscles and reduce pain in humans, it also provides a sense of well-being for pets. Certified practitioners skilled in pet massage care and pet spas are cropping up in urban and suburban areas alike as a means for elevating pet physical and mental health. From improving pet movement, to supporting immune system function and post-surgery healing, pet day spas have been endorsed by respected groups such as the American Kennel Club and leading animal hospitals to help reduce pet anxiety and chronic pain often experienced by older canines.
- Pet health screenings
Given that we seek to extend the lives of our pets for as long as possible, early disease detection and DNA testing is expected to grow in response to pet parents’ quest to gain insight into and take preventative care measures to address possible genetic medical conditions. With the American Veterinary Association estimating that roughly half of all dogs over the age of 10 will develop cancer, it’s no wonder some pet parents are turning to at-home testing kits for cancer risk screening.
- Luxury goes mainstream
Driven by their desire to pamper their pets on every level, an increasing number of pet parents are willing to pay for luxury items to make Fido and Fifi happier, healthier and the talk of the neighborhood. Some examples include premium, cat litter that changes color in response to cat urine pH for actively assessing pet health and risk of infection. On the food front, frozen yogurt for dogs is competing with long-standing Frosty Paws as a ‘better choice’ treat option.
Move over, Fido. Another luxury item growing in popularity is the cat enclosure – a fenced-in area designed to provide indoor cats the opportunity to get some fresh air and outdoor time without risk of escape or danger. At a cost of nearly one-thousand dollars, these shelters demonstrate the stakes pet parents are willing to pay to keep themselves and their pets happy.
- Experiential retail
At the end of the day, pet parents will seek variety, innovation and quality wherever they can find it. That is why brick and mortar retailers of all sizes are increasingly engaging with pet parents on a holistic level. No longer just a place to buy pet food and toys, pet stores are evolving into places where pet parents can explore, learn, and bond with their pet and the retailer. While Petco leads in this movement, offering in-store dog training classes, grooming services, health clinics, etc., smaller, localized pet shops are also getting in on the game to draw pet parents into the store for a more personalized shopping experience. This affords brands the opportunity to sponsor special on-site events aligned with their products and mission to engage and convert new brand users, or to offer meaningful display programs that give their brand a lift and increase the register ring for the retailer.
- Big data and personalization
With data abound in the digital age in which we live, brands will continue to get smarter with how they harness that information to learn more about pet parent behavior and needs so they can identify and deliver more relevant messaging and programs to forge loyalty. As big data confronts more governmental regulation to protect the privacy of consumers, moving forward, brands must ensure they strike the proper balance between personalization and intrusiveness.
- Pet names go vogue
And now for some fun. People have been naming their human children after soap opera stars for decades, so it’s not surprising to learn that today’s top trending dog names include Swifty and Kelce. As millennial pet owners increasingly reflect on their childhood/teen years, 90s-themed dog names like Alanis, Snoop, and Missy are also rising up the charts. Cat owners are equally as creative, choosing Barbie-inspired, Renaissance tour and epicurean derived nomens like Barbie, Allan and Greta, Beyonce, Chive and Prosecco.
With 66% of US households owning a pet, pet brands of all sizes have good reason to be listening to what pet parents are seeking in terms of both lifestyle relevant products and the emotional reward of knowing they’re providing the very best for their pet. As more and more pet parents increasingly embrace their furry friends as family, the trend toward pet humanization will continue to grow right along, opening up a whole new world of possibilities for new products, new experiences and new customers. Be certain that your brand is listening and always pivoting to meet shopper needs and demands with differentiation, with strategy and a holistic plan. Let us toast the new year and here’s to embracing what’s possible for your pet brand in 2024.