Holistic Wellness in Pet Care: Creating Value Through Broader Need States

Delivery

This report comes in PPT.

Key Findings

Understanding the concept of need states in pet health and wellness

Evolving pet humanisation is driving pet owners to take a more cognisant view of their pets’ health. Pet owners are taking a more proactive approach towards pet health management. They are looking to address specific needs and working their way backwards to find the best product fit. Understanding the “need states” pet owners are looking to address creates opportunities for brand and category owners.

Physical and physiological wellbeing remains a core health need

With a pet’s physical and physiological health, for the most part, being visibly evident, pet owners are looking for ways in which they can adopt a more preventative approach rather than a diagnostic one. Across pet nutrition, pet treats and pet dietary supplements, offerings are increasingly becoming functional, targeting a variety of needs.

Burgeoning emotional and mental health spaces

Known to support emotional and mental wellbeing in humans, pets themselves are not immune to health challenges in this space. From stress and behaviour management to engaging and enriching activities, emotional and mental wellbeing has increasingly come to the forefront of pet health.

Tech as an enabler in pet health

Tech-enabled pet healthcare offerings can serve as a crucial ally for pet parents looking to adopt a preventative health management approach. AI-powered devices like wearables can help detect anomalies early on, while also supporting more accurate prognosis by veterinarians. AI has the potential to power the future of pet health, where it can not only aid in the discovery of need states but also drive hyper-customisation which could serve as the value proposition for premiumisation.