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Strategy Briefing

Pet Humanisation: The Trend and Its Strategic Impact on Global Pet Care Markets

77 pages, Oct 2014

US$1,200

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Pet owners are increasingly treating their cats, dogs and even small mammals like members of their family. The opportunity to commercialise this trend into a vast range of goods and services – from dog beer to cat counselling, from pet weddings to “social petworking” – is staggering for the company that can position themselves in such a way to gain credibility among this growing demographic. This global report examines the behaviour and the strategic impact on pet care markets world wide.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Changing family structures and lifestyles lead to smaller pets

There is a broad global trend towards small pets, notably cats and small dogs, but also small mammals in some markets. In developed markets where overall pet populations are falling, such as UK, US, Japan, France and Spain, there is typically growth in some, if not all, types of smaller pets.

Urbanisation is forcing people into smaller spaces where large pets are not practical, and into longer working/commuting, hours where high maintenance pets are not feasible. Ageing populations look to a small, easy to care for pet for companionship; so do young singles.

Both humanisation and anti-humanisation encourages higher spending on pet care

Small pets are much more likely to be indulged and humanised than large dogs. Furthermore, demographic shifts towards smaller households makes some consumers want to plug the familial gap with a canine or feline companion. Rising incomes means more money to indulge the pet.

The opposite is true for pets in more rural settings, where anti humanisation means pets are treated as well loved animals, prompting a rise in BARF diets, and featuring high quality products.

These factors have led to a marketplace led by small animals and indulgent pet owners who are happy to spend heavily on ensuring they have the best possible quality of life.

In developed markets where pet populations are showing growth, growth is typically led by small pets. In India and Mexico, where the pet culture is underdeveloped but growing fast among wealthy city dwellers, growth is led by small dogs, while in South Korea growth is led by cats.

The outlook is bright

Pet humanisation is set to continue to drive sales of pet products and services. This will be led by rising populations of small animals, economic growth in developing markets and recovery in developed markets, and the ongoing tightness of the animal/human bond.

The entry of big business into new areas of the pet products and services market heralds further mainstreaming of previously niche areas, such as grooming and day care.

At the same time, established categories such as pet food and treats are pushing relentlessly upmarket as pet owners grow ever more discerning and as outlier trends push further into the mainstream.

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Pet Humanisation: The Trend and Its Strategic Impact on Global Pet Care Markets

EXECUTIVE SUMMARY

Changing family structures and lifestyles lead to smaller pets and closer bonds

Chart 1 Growth in Small Pets Compared to Overall Pets 2009/2014

The average pet owner now considers their pet as a member of the family

Chart 2 Pet Ownership Styles 2013

Who is the humanising pet owner?

Pet care sales grow fast on the back of humanisation

Chart 3 Global Sales of Pet Care 2009/2014/2109

Pet services start to move from niche to mainstream

Targeting the humanising pet owner

Summary 1 The Three Key Types of Pet-owning Consumer 2014

INTRODUCTION

Pet humanisation

Euromonitor International Surveys

Middle Class Home Survey 2013
Analyst Pulse

DEMOGRAPHICS

Total pet populations: Developing markets see rapid growth

Chart 4 Trends in Total Pet Population 2009/2104

Trends in Pet Types

Chart 5 Total Pets by Type and by Country 2014
Chart 6 Growth in Pets by Type and by Country 2009-2014

Focus on small dogs

Chart 7 Development of Small Dog Population by Market 2009-2014

Focus on cats

Chart 8 Development of Cat Population by Market 2009-2014

Focus on small mammals

Chart 9 Development of Small Mammal Population by Market 2009-2014

Drivers of small pets: Urbanisation, busy lifestyles, smaller households

Smaller family structures
Chart 10 Occupants per Household by Country 2008/2013
Chart 11 Number of Single-Person Households by Country 2008-2013
Chart 12 Number of Couple Without Children Households by Country 2008-2013
Fertility rates: Pets as child substitutes
Chart 13 Fertility Rates by Country 2008/2013
Urbanisation: shrinking spaces, shrinking time
Chart 14 % Urban Population by Country 2008/2013

SPENDING POWER

Chart 15 Annual Disposable Household Incomes by Country 2008/2013

Spending on Pets: US

Chart 16 Spending on Pets by Type in the US 2013/2014
Chart 17 Annual Spend Per Pet Owner by Type in the US 2014

Spending on Pets: Canada

Chart 18 Spending on Pets by Type in Canada 2012/2013

Spending on pets: UK

Chart 19 How Much Did You Pay for Your Pet? UK 2011
Table 1 What Cost Cutting Measures Have You Applied? UK 2011

Spending on pets: Argentina

Key opportunity markets

Summary 2 Mapping of Pet Humanising Environment 2014

BEHAVIOUR

Attitudes towards pets is more culturally led than economically led

Changing attitudes in the developing world

Rising awareness of pet benefits in the developed world

From working animal to beloved pet: Reasons for pet ownership

The pet as a family member: Early stage humanisation

Chart 20 “Pets are Beloved Members of the Family” by Country 2013
Chart 21 “Pets are Well Cared for, but Still Considered Animals” by Country 2013
Table 2 Global Pet Ownership Styles 2013

Taking humanisation further: Pets as substitute children

Chart 22 “Among Pet Owners in Your Country, How Common is it to See a Couple Deciding to Get a Pet Rather Than Have a Child?” by Region 2014
Table 3 “Among Pet Owners in Your Country, How Common is it to See a Couple Deciding to Get a Pet Rather Than Have a Child?” Global 2014

Taking humanisation further: Pets as substitute partners or best friends

Pets as family members – birthdays, Christmas and holidays

Chart 23 “Among Pet Owners in Your Country, How Common is it for People to Have a Birthday Celebration for Their Pet?” 2014
Chart 24 “Among Pet Owners in Your Country, How Common is it for People to include a Pet in a Holiday Celebration?” 2014
Table 4 “Among Pet Owners in Your Country, How Common is it for People to Have a Birthday Celebration for Their Pet?” 2014
Table 5 “Among Pet Owners in Your Country, How Common is it for People to include a Pet in a Holiday Celebration?” 2014

Pets as family members – access all areas

Social petworking

Chart 25 “Among Pet Owners in Your Country, How Common is it for People to Set Up a Social Media Profile for a Pet?” 2014
Table 6 “Among Pet Owners in Your Country, How Common is it For People to Set Up a Social Media Profile For A Pet?” Global 2014

The humanising pet owner

What age group is the humanising pet owner?
Chart 26 “Pets are Beloved Members of the Family” by Country and by Age 2014
What gender is the humanising pet owner?
Chart 27 “Pets are Beloved Members of the Family” by Country and by Gender 2014
What is the family structure of the humanising pet owner?
Chart 28 “Pets are Beloved Members of the Family” by Country and by Family Structure 2014
Is the humanising pet owner wealthy?
Is the humanising pet owner urban, rural or both?
Summary 3 Characteristics of the Humanising Pet Owner by Region
How does the humanising pet owner behave as a consumer?

MARKET IMPACT

Humanisation allows companies to add value: value sales of pet care grow at global level

Table 7 Global Sales of Pet Care by Type 2009/2014/2019
Table 8 Growth in Global Sales of Pet Care by Type 2009-2014 and 2014-2019
Table 9 Global Sales of Pet Care by Region 2009/2014/2019
Table 10 Growth in Global Sales of Pet Care by Region 2009-2014 and 2014-2019

Pet gastronomy: Pet food sales push towards premiumisation

Table 11 Global Pet Food Sales 2009/2014/2019
Table 12 Premium Dog and Cat Food Sales by Region 2009/2014/2019
Table 13 Premium Dog and Cat Food Growth by Region 2009-2014 and 2014-2019

Humanising behaviour: Attitudes towards pet foods

Chart 29 “What is The Weirdest Human Food You Have Given Your Pet as a Treat?” UK 2011
Humanised recipes: A profile
The antithesis of humanised foods: the wild diet
Humanised meal concepts
Humanised meal concepts: Human recipe names
Summary 4 Key Examples of Human-Style Recipes
Humanised meal concepts: Human cooking methods
Summary 5 Key Examples of Human-Style Cooking Methods
Humanised meal concepts: Added fruit and vegetables
Summary 6 Key Examples of Added Fruit and Vegetables
Humanised meal concepts: Provenance, sustainability and ethical foods
Summary 7 Key Examples of Named Provenance/Specific Varieties
Summary 8 Key Examples of Ethical Positioning
Pet treats represent a key growth area
Table 14 Global Sales of Pet Treats by Type 2009/2014/2019
Table 15 Growth in Global Sales of Pet Treats by Type 2009-2014 and 2014-2019
Table 16 Global Sales and Growth of Cat Treats by Region 2014-2019
Table 17 Global Sales and Growth of Dog Treats by Region 2014-2019
Snacking: Pushing humanisation to the brink
Celebrate!: pet beer, wine, cakes and cocktails
Table 18 UK: How Much Will You Spend on your Pet this Christmas? 2013
Table 19 UK: I Spend More on My Pet this Christmas than on...? 2013
Eating out: Restaurants for dogs

Looking good: Pet clothing, grooming and keeping fit

Pet clothing
Grooming: from function to aesthetics
At home grooming
Alternative health
Doggy diets

Pets of Leisure

Dog day care – the rise of the pet crèche
Pets on tour
The active pet

Rites of Passage

Love and Marriage
Funerals

OUTLOOK AND IMPLICATIONS

Opportunity markets – how to target the humanising pet owner

Which products and services?
Which markets?
Chart 30 Forecasts for Pet Care by Market 2014-2019
Positioning
Summary 9 The Three Key Types of Pet Owning Consumer 2014

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Strategy Briefing

Pet Humanisation: The Trend and Its Strategic Impact on Global Pet Care Markets

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

The outlook is bright

Want to find out more about this report?

Table of Contents

Pet Humanisation: The Trend and Its Strategic Impact on Global Pet Care Markets

EXECUTIVE SUMMARY

Changing family structures and lifestyles lead to smaller pets and closer bonds

The average pet owner now considers their pet as a member of the family

Who is the humanising pet owner?

Pet care sales grow fast on the back of humanisation

Pet services start to move from niche to mainstream

Targeting the humanising pet owner

INTRODUCTION

Pet humanisation

Euromonitor International Surveys

DEMOGRAPHICS

Total pet populations: Developing markets see rapid growth

Trends in Pet Types

Focus on small dogs

Focus on cats

Focus on small mammals

Drivers of small pets: Urbanisation, busy lifestyles, smaller households

SPENDING POWER

Spending on Pets: US

Spending on Pets: Canada

Spending on pets: UK

Spending on pets: Argentina

Key opportunity markets

BEHAVIOUR

Attitudes towards pets is more culturally led than economically led

Changing attitudes in the developing world

Rising awareness of pet benefits in the developed world

From working animal to beloved pet: Reasons for pet ownership

The pet as a family member: Early stage humanisation

Taking humanisation further: Pets as substitute children

Taking humanisation further: Pets as substitute partners or best friends

Pets as family members – birthdays, Christmas and holidays

Pets as family members – access all areas

Social petworking

The humanising pet owner

MARKET IMPACT

Humanisation allows companies to add value: value sales of pet care grow at global level

Pet gastronomy: Pet food sales push towards premiumisation

Humanising behaviour: Attitudes towards pet foods

Looking good: Pet clothing, grooming and keeping fit

Pets of Leisure

Rites of Passage

OUTLOOK AND IMPLICATIONS

Opportunity markets – how to target the humanising pet owner

Why buy this report?

Want to find out more about this report?

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