14th October 2022
Pet Care Health in 2022
Introduction
Pet care health is a topic that has
gained significant importance among consumers who are pet owners. FMCG Gurus
market research illustrates that the majority of pet owners own a cat or dog as
a result of having a fondness for pets, often since childhood, standing as 39% of
both cat and dog owners. Due to this fondness and the consequent emotional
connection to their pets, owners are ensuring that the foods, supplements, and
treats bought for their pets are of high nutritional value, which will ensure
that their pet remains in optimal condition.
In addition to the health benefits of
products, consumers also value indulgence for their pets, as they are often
considered a key part of the family. This is indicated in the form of
purchasing treats for their pets, which function as a component of an overall
balanced diet.
A significant number of pet owners are also
open to considering new products, with 29% of cat owners and 30% of dog owners
who browse the shops with an open mind. This allows consumers to determine
which products will be best suited to their pet’s needs. So, in the competitive
and oversaturated market of pet care products, how can you make your products
and brand stand out?
Multifunctional Products
FMCG Gurus consumer insights demonstrate
that 30% of pet owners are increasingly adopting research methods to
distinguish the best-suited product to their pet’s needs. This illustrates that
consumers are showing a lot more interest in the various components of products
so that they provide their pets with the best quality. When it comes to the researching
and purchasing habits of pet owners’, the multifunctional benefits of products are
of key importance. This includes products with versatile ingredients and beneficial
claims, which consumers associate with maximum efficacy and convenience.
Within these multifunctional benefits,
the nutritional profile of pet care stands as the utmost significant factor.
For instance, the research shows that 65% of cat care consumers and 68% of dog
care consumers value the nutritional profile of products the most. This
indicates how consumers favor products that have numerous active ingredient
claims, indicative of immunity and digestive health as a priority. Due to this
overarching importance of the health and wellness of pets, owners value
evidence that reflects the health claims of products. This has a significant
influence on purchasing habits.
While more and more brands include these
health claims on their packaging, there is an ever-growing demand for evidence.
Consumers are often skeptical about the health claims on product packaging and
are drawn to products that transparently provide evidence for these claims. As
a result, it is required that rather than merely stating health benefits,
brands must display ingredients and demonstrate both scientific and clinically
proven evidence to assist the claims on the packaging.
Green and Clean
In an age of an environmental crisis,
consumers are becoming increasingly conscious about adopting sustainable and
eco-friendly consumption methods. This has engendered a growing demand for pet
care products that are regarded as ethical or environmentally friendly. FMCG
Gurus consumer insights outline that 38% of cat owners and 40% of dog owners
are seeking out brands that adopt sustainable initiatives. This can include green
and clean methods of production, which tend to avoid the artificial ingredients
and chemicals that are seen as harmful to both the wellbeing of their pet and
the environment.
A branch of green and clean production
and consumption is the importance of generating minimal waste and in turn, the
act of being resourceful. For example, developing packaging which creates
little waste and has optimal resourcefulness, which will attract the
eco-conscious consumer. For a product to be resourceful, it must use little
packaging or be manufactured in a way that minimizes the risk of food waste.
This ensures that the product can be used up before the consumer purchases a
new one. The resourceful nature of products also benefits consumers within the
contemporary cost-of-living crisis, as it ensures that brands provide products
with great value for money.
Recommendations
As a whole, pet owners lack the time,
inclination, and financial capabilities to decipher between specific products,
so favor products that have a multifunctional nature, with health benefits at
the forefront.
Another way of standing out from your
competitors is to display authentic health claims, which are backed up by
evidence. Brands engaging in storytelling is a successful way to do so too, as
it allows brands to reassure consumers of the maximum care and attention
employed in the manufacturing process. This includes presenting information
regarding the sourcing of ingredients, the specialized formulation processes,
and the distribution of methods. Storytelling also allows brands to present
their green and clean methods of production, to encourage a minimal carbon
footprint when it comes to consumption.
