Back in May, Pet Product News ran an article that identified ten trends acting on the urban animal industry:
- Premiumization - convincing pet owners to buy higher-priced goods.
- Packaging - packaging is an important part of premiumization and has yet to reflect the packaging innovations seen in human products.
- Product Purity - according to the Packaged Facts January 2015 pet owner survey the majority of dog and cat owners are concerned about product safety. Companies are responding by changing their ingredient sources and production facilities.
- Grocery Copycatting - human product retailers understand that people love their pets and are creating pet products that not only mimic but set trends in the pet industry.
- Big-box Evolution - primary competition for mass retailers is not small specialty retailers but grocers due to their one-stop shopping appeal.
- Brand Alliances with Retailers - channel loyalty has decreased and only large retailers can appeal to pet specialty and mass markets which is causing brands to enter exclusivity deals with a retailer rather than widespread distribution.
- Generational Marketing - marketers are pressed to find the common marketing elements between different generations in order to target a wider audience.
- Downsizing the Market - small dogs do not match the product volume return of large dogs however retailers are smart to follow the pet-friendly movement and promote smaller and more convenient city dogs.
- The Future is Online - the Internet is the cornerstone for time- and money-saving opportunities.
- Pet Prescriptions - the Human Animal Bond Research Initiative (HABRI) is gathering scientific proof of the link between pet ownership and improved human health; expect to see ‘get a pet’ become a medical recommendation.
Enriching the lives of pets and people in urban communities is the goal of the Urban Animal Foundation. Register for the 2015 Summit now to get the facts, have your say and move the industry in response to these trends.
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