Petcare Everywhere, from J. Walter Thompson Intelligence, covers how brands are responding to millennials increasingly choosing pets over kids.
Key quote:
"Traditional life-stage choices are shifting, seeing millennials waiting longer to have children – and choosing pets with increasing fervor. Millennials are now the primary pet-owning demographic ... What’s more, 82% of millennials see their pets as their children or as the first step towards starting a family. Pet-care brands have capitalized on this with anthropomorphic products like canine couture, feline wine and dog hotels. Now, brands beyond the pet sector are catering to this growing demographic of pet parents."
The article highlights Tesla's new Dog Mode, which keeps the car's climate control system working so pets are safe while left alone in the car. It also displays a large notice to passerby's that the animal is safe.
But our favorite is Jaguar's Pet Pack, which is pictured below.
It includes anti-spill water bowls, upholstery protections rugs, a folding ramp to help a dog access the trunk and a portable doggie shower.
The reason brands of all kinds are adding pet products is simple. The pet industry is growing rapidly.
According to the article, the global pet care industry is expected to grow to $164 billion by 2023 – a 31% increase from 2018.
This is much faster than most consumer goods categories.
Pet humanization is, of course, driving this trend. Key article quote:
“Pets used to really be for the kids,” said Gabby Slome, cofounder and chief experience officer of pet wellness brand Ollie. “Now pets are becoming the kids in a whole new way. Therefore, their place in the household is sort of unprecedented.”
See our Pet Trends section for more on this topic.
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