“Pet Parenting” Is Driving Product Design and Distribution, Study Finds
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“Pet parenting” is reshaping the landscape for the consumer packaged goods and retail industries, according to a new study by Bigeye, an Orlando, Fla.-based advertising agency. The agency’s 2019 Pet Industry Study, which consisted of a 45-question online survey of 784 pet owners aged 25 to 55, was conducted to shed light on how pets influence purchases, devices and brand appeal.
“It’s official: Pet owners are the new parents, and young people in particular see their pets not as a luxury, but as a necessity they’re willing to splurge on,” said Adrian Tennant, vice president of insights at Bigeye, who led the research team. “They’re dressing their pets up, giving them nutritional supplements and basing where they live around them, just as they would with human children. And they’re increasingly open to subscription-based services that enhance convenience.
“This shift toward humanizing our pets will dramatically affect everything from product design and distribution to brand premiumization,” Tennant added. “In particular, strong generational preferences will drive placement in media-buying strategy. Smart brands will listen to the voices of their customers and adapt to these changes.”
The study found that 34 percent of owners say pets influence where they live, 42 percent of pet owners who haven’t used cannabidiol (CBD) products on their pet would consider trying it and 95 percent of owners consider pets members of their families.
In conducting the study, Bigeye officials said that they set out to augment its knowledge base for “developing successful marketing strategies for pet care companies with fresh insights on audience attitudes and behaviors.” Officials also sought to “develop a valuable free resource for organizations that provide pet products and services.”
“We’re using this research to sharpen our focus on the audience that pet industry clients have to connect with in order to grow their businesses,” said Justin Ramb, president and CEO of Bigeye. “Our account teams are leveraging the data that Adrian and our researchers have compiled to craft marketing strategies that are even more nuanced and effective.”