Pet-friendly services and products became part of various industries and activities. From the most basic and necessary to the luxurious ones – the demand is constantly growing.
For years, companies from different sectors have been targeting pet owners looking for premium products and services for their furry friends.
The COVID-19 pandemic has brought about a critical shift in shopping behavior. Among other things, it has increased the consumption of products within the premium sector, both for people and their pets.
Although there is no clear pattern yet, industry insiders believe that the most significant growth in interest in this specific segment is currently occurring in the US, UK and the Asia-Pacific region.
Recent figures from MoneuSuperMarket show that UK pet owners spend nearly £500 (€592 / $654) a year on luxury items for their pets, particularly treats and toys.
In addition, more than 7 out of 10 are willing to spend more on luxuries for their animals than for themselves.
1. Fashion and design
It is almost impossible to find an international designer brand without a line of products dedicated to pets, especially dogs.
One of the most popular is Louis Vuitton, which presents a selection of must-have accessories for pet owners who want to pamper their animals. One of the most famous products is the fashionable dog bag, but the brand also has exclusively designed pet collars and soft blankets.
Likewise, the Italian designer Prada offers a wide range of accessories for animals. These include a crystal-embellished satin pet collar and a variety of hooded raincoats in nylon – one of the brand’s most distinctive fabrics.
In 2021, as part of its home collection, Versace introduced a new line of plush pet beds decorated with gold baroque accents, referencing the iconic Versace bathrobes. The brand also sells collars, leashes and harnesses decorated with gold Medusa medallions.
The French brand Hermès has introduced two new luxury products to its portfolio. One of them is the Cavaletti portable dog house inspired by equestrian show grounds. The second is a reinvented dog bag made from a lightweight canvas fabric. “Designed for practical everyday use, it also has a leather name tag and a metal plate ready to accept the dog’s name,” the product description states.
Zara Home also recently launched a collection for dogs, including clothing, accessories, toys and even customizable beds.
As traveling with animals becomes the new normal, hotel chains around the world are joining the trend by providing an extra warm welcome to guests’ pets.
According to Matt Schuiler, brand director for Hilton, travelers today are looking for accommodations that are “100% pet-friendly” instead of just “pet-tolerant.”
Pet Travel Advisor is working to standardize the service in this segment, introducing hosts who are not only pet-friendly but provide much greater value to their guests, guaranteeing the equipment and service they can expect upon arrival.
Standardized hosts have bowls and a bed for pets, but they can also offer sitting and walking services for your dog in your absence. Also, from the equipment you can welcome various packages of equipment for hygiene, treats, fenced areas for running out in the yard, etc. Some of the services are included in the price of your stay, and you can pay extra if you want more comfort for yourself and your four-legged friend.
Nissan has launched a new range of products called the Dog Pack, including a suite of new accessories and merchandise for its crossovers and SUVs to ensure pets are comfortable on the road. The range, which is currently available to customers in Australia, includes a rear protective tray or mat, a reflective shield, a four-piece dog travel set – comprising a bowl for easy storage, a litter bag holder and a food bag – as well as a boot organiser above the seat and dog bed on all grounds.
Despite it still being early days since the launch, the company says users have received the new service “very well”. Another Japanese manufacturer, Honda, introduced a range of dog-related car accessories in 2021, including an innovative dog carrier that fits into the seat.
4. Nutrition and care
Natural products for both pets and people continue to gain popularity. People are passionate about improving the health of our planet and are wary of the toxicity of synthetic chemicals and harmful materials.
Manufacturers have been working on the premiumization of pet food for several years, and new pet food products that resemble existing luxury goods for human consumption are slowly appearing on the market.
London Fine Foods Group, a supplier to Michelin-starred restaurants in the UK and Ireland, has created a caviar specially designed for dog nutrition. “Dogviar is a fun and innovative complementary pet food for puppies and dogs. It’s a luxurious sturgeon caviar pet treat that contains 4% pure caviar oil,” explains director Jemima Benning for PETS International.
Meanwhile, in the US, PetWineShop provides liquid supplements and drinks for pets. Among the most popular items are “wines” for cats and dogs; cat wines are catnip liquid products, while 2 flagship dog wines “ZinfanTail” and “Chardognau” contain 100% Alaskan fish oil and glucosamine for bone health.
Also, mobile pet care has seen significant growth over the past few years, and as people spend more time at home, growth has continued to increase.
Mobile option gives groomers the ability to perform a full range of services at the pet owner’s doorstep.
Mobile services are popular because they fit into pet owners’ schedules, reduce pet stress, making them ideal for anxious or aggressive pets, make organizing easier for older people who have difficulty moving around, and provide a safe alternative for people who they hesitate to go outside during the pandemic.
Pet health insurance is considered the best way for people to afford the more expensive and unexpected medical needs of their pets. According to Grand View Research, the size of the global pet insurance market was estimated at $3.8 billion in 2019 and is expected to reach $4.4 billion in 2020.
This trend continues to grow as people treat their pets like family, pets live longer, require more medical care, and with advances in veterinary technology, medical care has become more expensive.
Other trends in the pet industry:
6. Sitting and walking
7. Grooming and bathing
9. Premium Pet Spas: Pet Acupuncture, Pedicures, Massages, Facials and Spa Treatments.
10. Photograph of pets
11. Self-service laundry
12. Veterinary telehealth services