2025-02-09-Numerator-2025宠物消费趋势报告-英文版_48页_10mb

Paw Power: Pet Purchasing Trends Summary

Core Content Overview

This report, PAW POWER: PET PURCHASING TRENDS, provides insights into the evolving pet industry landscape in the post-COVID era, highlighting key trends in pet purchasing behavior, the impact of rising costs, and the shift in consumer preferences across different generations and retail channels.

Main Trends and Key Insights

1. Pet Sales Growth is Slowing

• Pet sales have grown consistently for several years but are now showing signs of slowing.
• The growth rate across sectors is expected to decline, with some segments facing headwinds.
• The overall cost of pet ownership is rising, particularly in vet care and supplies, leading to a decline in the number of households adopting new pets.

2. Household Entry into Pet Ownership is Still Happening, but Consumers Are More Choiceful

• New households continue to enter the pet sector, but existing pet owners are becoming more selective in their purchases.
• There is a noticeable shift towards value-driven and premium products as consumers seek both affordability and quality.

3. Private Label Brands are Gaining Traction

• Private label pet foods and treats are thriving due to their combination of affordability and premium appeal.
• However, private label pet supplies are declining as consumers prioritize wellness and higher quality.

4. Pet Wellness is a Major Growth Driver

• Health and wellness products for pets are experiencing the fastest growth.
• Consumers are increasingly focused on their pets' physical and mental well-being, with dental care, skin care, and mental enrichment (like toys) being top priorities.
• Brands that align with human health trends, such as gut health and mental wellness, are finding success.

5. Amazon and Walmart are Dominating the Pet Retail Market

• Amazon and Walmart have gained significant market share from traditional pet retailers, driven by price, convenience, and promotions.
• Amazon's subscription and save model has led to increased customer loyalty and higher share of wallet.

6. Gen Z is Reshaping the Pet Market

• Gen Z is becoming a major force in pet ownership and purchasing, with a growing share of pet spending.
• They value in-store experiences where pets can participate, and they are more likely to shop at traditional pet stores than other channels.
• Gen Z pet owners are often in urban areas, rent, and own cats, with a higher likelihood of experiencing pet-related health issues like anxiety.

Key Findings

Pet Sales Growth by Sector

Consumer Priorities in Pet Ownership

• Cost pressures are leading to a decline in new pet adoption.
• Health and wellness is a top concern, with many pet owners purchasing across multiple categories.
• Dental care is the most common entry point into pet wellness spending.

Private Label Penetration

• Pet Food & Treats: Private label is growing, especially in Walmart and dollar stores.
• Pet Supplies: Private label is declining as consumers seek more specialized and wellness-focused products.

Gen Z Pet Ownership Profile

• Demographics: More likely to be Hispanic, lower income, and live in urban areas.
• Preferences: Value in-store experiences where pets can join, with a strong focus on cats.
• Spending Behavior: Overindexed in pet wellness and eco-friendly products.

Retailer Challenges and Opportunities

Traditional Pet Retailers

• Losing market share to Amazon and Walmart due to price competition and convenience.
• Need to improve promotional strategies, assortment, and customer retention.
• Traditional pet stores are viewed as one-time destinations by new shoppers, especially Gen Z.

Mass Retailers and E-commerce

• Amazon and Walmart are winning through price, convenience, and promotions.
• Amazon's Subscribe & Save model has increased customer loyalty and share of wallet.

Strategies for Growth

• Premiumize to grow: Focus on high-quality, wellness-driven products.
• Humanize pet health: Leverage human health trends (e.g., gut health, mental wellness) to connect with pet owners.
• Specialize in demand spaces: Address niche areas like mental enrichment and sustainable products.
• Collaborate with retailers: Help traditional retailers retain customers by offering brand exclusives and tailored promotions.

Summary of Brand Opportunities

• Private label brands should focus on premium positioning and align with wellness trends.
• Wellness-focused brands have significant growth potential, especially in dental, skin care, and mental enrichment.
• Gen Z-focused brands should emphasize in-store experiences, eco-friendliness, and affordability.
• Traditional retailers must adapt to retain Gen Z and other new shoppers by offering better selection, loyalty programs, and promotions.

Conclusion

The pet industry is evolving rapidly, with a shift towards wellness, value, and convenience. While growth is still present, it is slowing, and brands must adapt by focusing on premium, wellness-driven products and engaging with new demographics like Gen Z. Retailers, especially traditional ones, need to rethink their strategies to retain customers and compete in an increasingly digital and wellness-oriented market.