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

October 2014

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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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.

 

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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