Despite difficult financial conditions brought on by the COVID-19 pandemic, humanisation and premiumisation are widespread across the region. Historically, dog ownership was very low for several reasons; however, consumers are increasingly receptive to the idea, since education has increased regarding ownership. The pandemic forced retailers to up their game in terms of e-commerce, and it is expected that the shift online will continue over the forecast period.
Pet humanisation is widespread across the region. Despite difficult financial conditions brought on by the COVID-19 pandemic, dog owners continue to humanise their dogs. Consumers seek affordable ways to make food more palatable, while also rewarding good behaviour with treats and snacks. Dogs are becoming part of the family and their diets are geared towards longevity so as ensure the pet is around for a long time.
Premiumisation continues to gain momentum across the region. As education improves, consumers who can afford to are buying more premium dog food to ensure the health and wellness of their dog. Furthermore, consumers believe by using more premium food their dogs will live longer.
Historically, dog ownership was very low in the Middle East, due to several reasons, such as culture, climate and living conditions. Consumers are, however, increasingly receptive to the idea, since education has increased regarding ownership. This has led to growth in demand for dog food. Social media has played a pivotal role in increasing ownership rates in the Middle East, with influencers posting about themselves adopting a pet during the pandemic.
The pandemic forced retailers to up their game in terms of e-commerce, and it is expected that the shift online will continue over the forecast period. As consumers resume their busy lifestyles post-COVID-19, automation of pet food purchasing will become more important. The nature of dog food makes it ideal for automation through subscription models via e-commerce platforms. Delivery of dog food to the customer every month will make purchasing more convenient for time-poor consumers.
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