Do you know what is trending in the pet industry right now? Here are the top three trends you can use to leverage emotional connection to boost customer engagement and sales.
You may have noticed the different ways pet parents go above and beyond caring for their pets: top-notch pet insurance, routine vet appointments, behavior and skills training, organic healthy foods, probiotics, toys, short-term daycare, clothing, and accessories…the list goes on and on.
But, what do all of these have in common?
Hint: It’s all about emotional connection.
According to a 2023 Euromonitor International Voice of the Consumer Lifestyle Survey, approximately 69% of pet owners worldwide consider their pets to be valued members of their family. This emotional connection between pet owners and their furry friends highlights why it is essential for pet brands to understand what motivates pet parents to purchase to maximize the power of your branding and boost sales.
After attending the 2024 SuperZoo, North America’s largest pet retail event, we were impressed by the elevated marketing strategies, creativity, and innovative designs showcased by the 1120 exhibitors.
As 10,000+ buyers eagerly sought out new products and services for their furry loved ones, these are the top tail-wagging trends that fetched enthusiastic, loyal, and engaged customers.
We already know that pet parents have a special bond with their four-legged family members, and that emotional connection runs deep. When it comes down to it, today’s consumers are willing to invest money in human-like products that offer the same level of care and comfort we have grown accustomed to in our own lives. This practice is commonly referred to as pet humanization, and it shows up in pet culture through products that create a shared experience and communicate an elevated level of care, attention, and yes—even luxury.
In 2023, American pet owners spent approximately 147 billion dollars on their pets. Yes, that is BILLION, with a ‘B’. Whether you are a small pet brand or a large pet retailer, now is the time to capitalize on the pet humanization trend. This can look different for everyone, but here are a few popular options that can get you moving in the right direction.
The last thing you want to do is deter people from purchasing your product due to poor illustrations and branding. Whether you lean more towards a minimalist design to something that is strong and vibrant, there are some general guidelines to follow when branding your pet products so they stand out in a crowded market.
Do:
When you follow these guidelines, it communicates a level of understanding that your pet brand is “premium, high quality, and trustworthy.”
Don’t:
When it comes to sustainability and eco-friendly packaging, more and more pet owners—65% of consumers to be exact—claim it plays an “extremely important” or “very important” role in their purchasing decisions.
It all comes down to knowing your target audience. Pet parents throughout the United States are shifting their mindset (and spending habits) around the products they purchase for their furry family members. 57 million pet owners between the ages of 18 and 42 currently make up the majority of consumers in the pet market. Since they are waiting longer to have children, this demographic of consumers is known to be friendly pet owners who are concerned about the health and wellness of their pets.
Here are a few interesting facts about millennial pet owners:
As Millennials continue to shape consumer trends, one thing remains clear— pet brands need to prioritize effective branding to reach consumers who are invested, emotionally and financially, in the wellbeing of their pets. This includes the products and services you sell, as well as your packaging, marketing, and online presence.
Download our Pet Product Branding Checklist to evaluate your current branding and discover where it can be improved.
Ready to evolve your pet product branding? Our proven expertise has helped brands like Boss Nation and Barkfield Road deliver quality products and services their two-legged and four-legged customers can count on. Schedule a call today to get started.
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