ORLANDO, FLA. On March 23, Packaged Facts shared its latest pet market data during Global Pet Expo held in Orlando from March 23 to 25. According to David Sprinkle, research director at Packaged Facts, the trends and concerns of pet parents, along with the COVID-19 pandemic, have aided in the increased concern of pet health and wellness, a decline of brick-and-mortar purchasing, and new omnimarket trends.
Pet parent attitudes
Packaged Facts data revealed the trends across generations via personal attitudes toward pet care, which the American Pet Products Association took a closer look at in volume four of its Generational Report. According to Packaged Facts, most pet owners across all generations consider their pets to be part of their family, with a high of 81% of Baby Boomers and a low of 75% of Millennials/Gen Z.
What's interesting here is the literal disappearance of even somewhat disagree, or strongly disagree, [with the claim that pets are a part of the family], Sprinkle said. There's almost no one who actively disagrees with the idea that your [pets] are part of the family. And that is pretty remarkable, and helps explain the size of the industry and the robust growth of the industry.
This trend of viewing pets as part of the family has also led to an increase in pet parent interest in pet health and wellness. According to Packaged Facts, 35% Baby Boomers, 40% Gen X and 45% of Millennials/Gen Z are concerned with their pets health and wellness, with many citing COVID-19 as the ultimate cause.
You can see that the percentages are relatively high, Sprinkle explained. Not only has the pandemic accelerated many trends already in place, but it especially accelerated [the health and wellness trend] among Millennials and Gen Z and among new pet owners. Just in the example of pet supplements as a COVID-19 health and wellness concern, only 3% of Baby Boomers and 18% of Millennials [are giving their pets supplements].
The rising generational difference in pet health concerns has influenced the popularity of the pet supplement segment within the market. The most popular condition-specific supplements for dogs include joint and mobility, skin and coat health, immune system health, dental and oral health, heart health and stress and anxiety calming.
Among cat and dog owners specifically, Packaged Facts found that pet food usage of alternative formats, which include fresh, frozen, raw and freeze-dried pet foods, varies from generation to generation. Twenty-nine percent of Millennial/Gen Z dog owners and 24% of Millennial/Gen Z cat owners reported using these alternative pet foods, compared to 28% of Gen X dog owners and 20% of Gen X cat owners. Baby Boomers are less likely to use alternative pet food formats, at just 13% for dog owners and 9% for cat owners in this generation.
As interest in health and wellness concerns continue to grow, many pet parents are using a variety of sources, from the internet to in-store retailers and veterinarians, to find products that speak to health and wellness, such as supplements.
Sources of healthcare [and pet care] information have really diversified, Sprinkle explained. The range of influences is much more balanced across sources and that all becomes points of competition, points of influence or active spending, whether it is products or services.
According to Packaged Facts, older generations like Seniors (75-years-old and older) and Baby Boomers rely on their veterinarians and past experience in pet ownership to inform them on the necessary pet care information, whereas younger generations, like Gen X, Millennials and Gen Z, rely less on their veterinarians and more so on family members and friends, pet specialty stores, and the internet and social media.
Online versus brick-and-mortar
Along with increased levels of concern about pet health, COVID-19 has also led to the rise in online purchasing, especially in the pet food and product space. Packaged Facts found that 40% of pet parents claimed to shop online more because of COVID-19, only 6% claimed to shop online less as a result of the pandemic, and 54% claimed that their online shopping wasnt affected by COVID-19.
The pandemic accelerated a trend that was already in place, pushing a high percentage of pet product sales online, Sprinkle said.
According to Sprinkle, pet product sales drastically increased to $26 billion in 2021, compared to a mere $6 billion in 2016.
Looking at pet parents general patterns of purchasing in-store versus online pre and post pandemic, 53% of pet owners claimed to shop in-store before COVID-19, with a mere 7% shopping exclusively online. But after COVID-19, in-store shopping dropped to 32%, with exclusively online shopping rising to 18%.
The increase in online purchasing and drastic decrease of brick-and-mortar purchasing has already affected pet product and food dollar shares. According to Sprinkle, e-commerce and online shopping is projected to be 48% of all pet product sales by 2026, further damaging the growth of brick-and-mortar purchasing.
Brick-and-mortar is of course decreasing and not only decreasing, inevitably, but it's bringing down growth and share for all other channels, Sprinkle added. So, whether it's supercenters, supermarkets, whether it's chain pet stores or independent pet stores, the success of e-commerce does not leave room for anyone else to really maintain a main share at the brick-and-mortar level.
The omnimarket trend
Sprinkle also introduced the term omnimarket. According to Sprinkle, the term omnimarket refers to a companys more thorough saturation of the pet market. For example, many pet food companies have begun to enter other areas of the pet space, like veterinary services, to foster more customer loyalty.
It's not simply about selling products or selling services, Sprinkle explained. It's really about diversifying and sort of expanding your tendrils so you can compete or take your spending as effectively and as holistically as possible.
The omnimarket trend is not only popular with pet product companies but also with many human product and food companies, with a number of traditionally human-focused brands entering the pet food space. According to Sprinkle, most pet parents are receptive toward human companies moving into the pet space.
Packaged Facts found that 30% to 34% of Millennials and Gen Z pet owners like the idea of human companies crossing over into pet, while only 13% to 16% of Seniors are fond of this omnimarket strategy.
We can expect to see this increasing based on the opportunity as evidenced by pet market performance during the pandemic, but also based on consumer receptivity, Sprinkle said. Its all kinds of border crossings that are creating growth and opportunity, catering to the wider range of demands and expectations of Millennials and Gen Z and Baby Boomers and Seniors
In light of COVID-19 implications and this trending omnimarket strategy, Packaged Facts shared the growth of the pet industry in 2021. Overall, industry sales have increased 14% to about $125 billion, whereas the pet food and treat segment has witnessed an increase of 15% to $51 billion.
Looking into 2022, Sprinkle said he expects to see many more human brands cross over into the pet market, further increasing the value of the entire industry.
Read more of ourGlobal Pet Expo coverage.
Read the original here:
Packaged Facts research reveals growing trends in pet nutrition - Pet Food Processing
- Creatine and Caffeine: Benefits, Risks, Dosage - Health.com - April 16th, 2024 [April 16th, 2024]
- Fiber Supplements Are Once Again Popular But Pick The Right One | mindbodygreen - mindbodygreen - April 16th, 2024 [April 16th, 2024]
- The Ministry of Health Warns the Public Against Use of Food Supplements Manufactured by Kobayashi Pharmaceutical ... - Gov.il - April 16th, 2024 [April 16th, 2024]
- Study: Vitamin D and Calcium Supplements May Reduce Cancer Risk - Prevention Magazine - March 20th, 2024 [March 20th, 2024]
- Magnesium for Sleep: The Best Type, When to Take It and More - Good Housekeeping - March 20th, 2024 [March 20th, 2024]
- Food ingredients drive growth in beauty supplements - IngredientsNetwork.com - March 20th, 2024 [March 20th, 2024]
- Best Ozempic Weight Loss Alternative Supplements Money Can Buy (Top OTC Semaglutide Alternatives) - Vashon-Maury Island Beachcomber - March 20th, 2024 [March 20th, 2024]
- Can Fiber Help with Ozempic, Wegovy Side Effects? - Health.com - March 20th, 2024 [March 20th, 2024]
- Vitamin B12 and Magnesium: Benefits, Risks, Dosage - Health.com - March 20th, 2024 [March 20th, 2024]
- Taking a Daily Fiber Supplement Might Help Boost Brain Function in Older Adults - Health.com - March 20th, 2024 [March 20th, 2024]
- Moringa: Benefits, Side Effects And Risks Forbes Health - Forbes - October 22nd, 2023 [October 22nd, 2023]
- What to Know About California's New Law Banning Food Additives ... - Smithsonian Magazine - October 18th, 2023 [October 18th, 2023]
- How to Treat Iron Deficiency - The New York Times - October 18th, 2023 [October 18th, 2023]
- The Importance of Micronutrients for Optimal Health - Everyday Health - September 11th, 2023 [September 11th, 2023]
- How can companies stand out in the immune health category in 2023? - Nutritional Outlook - June 20th, 2023 [June 20th, 2023]
- Kemin's BetaVia Pure immune and gut health ingredient gains ... - Nutritional Outlook - June 20th, 2023 [June 20th, 2023]
- Steadfast Nutrition expands its portfolio with four supplements - Asia Food Journal - June 20th, 2023 [June 20th, 2023]
- Martyn Ford Reveals Food & Supplements of 10000 Calorie Diet for ... - Fitness Volt - June 20th, 2023 [June 20th, 2023]
- Nutrition & Longevity Experts Love This Metabolism Supplement ... - mindbodygreen - June 20th, 2023 [June 20th, 2023]
- Ric Flair Reveals Diet, Training & Supplements to Stay Jacked at 74 ... - Fitness Volt - June 20th, 2023 [June 20th, 2023]
- ADM licenses gut-health ingredient from Gnubiotics for pet food ... - Nutritional Outlook - May 18th, 2023 [May 18th, 2023]
- Global Sorbitol Market Report 2023: Increasing Demand for Non-medical Dietary Supplements Drives Growth - Yahoo Finance - May 18th, 2023 [May 18th, 2023]
- Fat-Soluble Vitamins: What They Are and How To Get the Most Out of Them - Health Essentials - May 18th, 2023 [May 18th, 2023]
- Six of the Best... food, treats & supplements - Dogs Today Magazine - May 18th, 2023 [May 18th, 2023]
- 9 Anti-Inflammatory Supplements Backed By Science Forbes Health - Forbes - May 18th, 2023 [May 18th, 2023]
- Dietary Supplements Market Size to Reach Globally with Growing ... - Digital Journal - May 18th, 2023 [May 18th, 2023]
- These 11 Vegan Vitamins Are Made With Fruits and Vegetables - VegNews - May 18th, 2023 [May 18th, 2023]
- Hemptown's Kirkman Subsidiary Named One of the 50 Most Admired Companies to Watch in 2023 - Yahoo Finance - May 18th, 2023 [May 18th, 2023]
- What is biotin? Foods to eat and if you should take it every day - USA TODAY - May 18th, 2023 [May 18th, 2023]
- Best vitamins to be taking as seasons change, according to health expert - Daily Record - May 18th, 2023 [May 18th, 2023]
- KITTEN YOGA RETURNS TO EAST BANK REGIONAL LIBRARY ... - Jefferson Parish - May 18th, 2023 [May 18th, 2023]
- 8 Best Fiber Supplements of 2023, Tested by Experts - Good Housekeeping - May 18th, 2023 [May 18th, 2023]
- FDA Passes the Buck (Back) to Congress for Legislative Solution on ... - JD Supra - May 18th, 2023 [May 18th, 2023]
- The Wellness Trap: Break Free from Diet Culture, Disinformation, and Dubious Diagnoses, and Find Your True Well-Being - Next Big Idea Club Magazine - May 18th, 2023 [May 18th, 2023]
- Fruit And Vegetable Supplements: A 2023 Guide Forbes Health - Forbes - May 18th, 2023 [May 18th, 2023]
- FDA: SARMs not worth the health risk 'for a few extra likes' - NutraIngredients-usa.com - April 29th, 2023 [April 29th, 2023]
- Are Melatonin Gummies Safe? Here's What (Kinda Scary) New Research Says - POPSUGAR - April 29th, 2023 [April 29th, 2023]
- New paper discusses the rationale for proprietary blends in ... - Nutritional Outlook - April 29th, 2023 [April 29th, 2023]
- The Best Brain Supplements For Cognitive Health Forbes Health - Forbes - April 29th, 2023 [April 29th, 2023]
- Protein powders: Are they bad for your health? - BBC - April 29th, 2023 [April 29th, 2023]
- New Regulation on Turkish Food Codex Nutrition Claims Has Just ... - Lexology - April 29th, 2023 [April 29th, 2023]
- Selenium: Benefits, Side Effects, and More - Verywell Health - April 29th, 2023 [April 29th, 2023]
- FDA Warns of Use of Selective Androgen Receptor Modulators ... - FDA.gov - April 29th, 2023 [April 29th, 2023]
- Probiotic supplements may do the opposite of boosting Gut Health ... - WholeFoods Magazine - April 22nd, 2023 [April 22nd, 2023]
- Do hangover supplements actually work? - Nutritional Outlook - April 22nd, 2023 [April 22nd, 2023]
- Common Sense Health: Fish oil is the superhero of supplements - The Independent - April 22nd, 2023 [April 22nd, 2023]
- Red yeast rice nutritional supplements health benefits, risks ... - Chicago Sun-Times - April 22nd, 2023 [April 22nd, 2023]
- From forest to fork - All About Feed - April 22nd, 2023 [April 22nd, 2023]
- Could Certain Foods Help With Hot Flashes? - The New York Times - April 22nd, 2023 [April 22nd, 2023]
- Consumer interest in cognitive, immune health rising - Food Business News - April 22nd, 2023 [April 22nd, 2023]
- 15 Best Vitamin Brands of 2022: A Dietitians Picks - February 24th, 2023 [February 24th, 2023]
- Dietary supplements for weight loss - Mayo Clinic - February 24th, 2023 [February 24th, 2023]
- Emergency Food Supplements | DSHS - Washington - December 28th, 2022 [December 28th, 2022]
- Guidance & Regulation (Food and Dietary Supplements) | FDA - December 25th, 2022 [December 25th, 2022]
- Food Labeling & Nutrition | FDA - December 25th, 2022 [December 25th, 2022]
- Health & Food Supplements Information Service - HSIS - November 21st, 2022 [November 21st, 2022]
- Food Security Community Food Security Coalition - November 21st, 2022 [November 21st, 2022]
- Expert Voices: Diet and Nutrition for People With Parkinson's... - Parkinson's News Today - October 19th, 2022 [October 19th, 2022]
- The regulatory state of play of the sports and active nutrition sector - NutraIngredients.com - October 19th, 2022 [October 19th, 2022]
- The Digestive Health Supplements Market Is Set To Grow At A More Than 9% Rate Due To Rising Cases Of Digestive Diseases As Per The Business Research... - October 19th, 2022 [October 19th, 2022]
- FSAI highlights incidents, recalls and fraud in its annual report - Food Safety News - October 19th, 2022 [October 19th, 2022]
- Global Cannabidiol Legalization Trend to Shape the CBD Market's Future Growth - PR Newswire - October 19th, 2022 [October 19th, 2022]
- The FoodNavigator Podcast: Mood food for mental wellbeing how can the industry capitalise? - FoodNavigator.com - October 19th, 2022 [October 19th, 2022]
- 6 Ways to Find Relief from Your Menopause Symptoms - Health Essentials - October 19th, 2022 [October 19th, 2022]
- NutraCast: How amendments in the 2023 Farm Bill could shape the hemp industry - NutraIngredients-usa.com - October 19th, 2022 [October 19th, 2022]
- South Korea starts year-long inspection of probiotics imported from US, Europe - NutraIngredients-Asia - October 19th, 2022 [October 19th, 2022]
- Nveda employs a variety of dietary supplements made of natural ingredients for a fit and healthy life - The Hindu - October 13th, 2022 [October 13th, 2022]
- Vitamin C Market to See Healthy Growth of USD 1,899.69 Million with Excellent Compound Annual Growth Rate of 7.60% by 2029, Size, Opportunities,... - October 13th, 2022 [October 13th, 2022]
- Global Microalgae Market to Reach $1.3 Billion by 2027 - GlobeNewswire - October 13th, 2022 [October 13th, 2022]
- Dietary supplements that are safe to take, which to avoid: experts - Insider - September 27th, 2022 [September 27th, 2022]
- 6 Best Fiber Supplements That Will Keep Your Gut Happy - CNET - September 27th, 2022 [September 27th, 2022]
- Do You Actually Need To Take A Multivitamin? The Answer May Surprise You - The Zoe Report - September 27th, 2022 [September 27th, 2022]
- Global overview for probiotics: Trends, markets, and harmonization - Regulatory Focus - September 27th, 2022 [September 27th, 2022]
- Combining Your Medication With This May Have "Life-Threatening Effects" - Best Life - September 27th, 2022 [September 27th, 2022]
- Aroma-Zone opens a new store in Paris and prepares to grow abroad - Premium beauty - September 27th, 2022 [September 27th, 2022]
- Fertility Supplements And Vitamins For Women: What You Need To Know - Forbes - September 27th, 2022 [September 27th, 2022]
- ITA offers webinar focusing on supplements and informed decision-making (part 1) - IHF - September 27th, 2022 [September 27th, 2022]
- Awards recognize the latest innovative pet food products - Pet Food Processing - September 27th, 2022 [September 27th, 2022]
- On-mind and on-trend: formulating products for cognitive well-being - Nutraceutical Business Review - September 27th, 2022 [September 27th, 2022]
- The #1 Sign You're Taking "Too Many Vitamins" Eat This Not That - Eat This, Not That - September 7th, 2022 [September 7th, 2022]