Mars Petcare is spotlighting the evolving relationship between pets and their owners with findings from the world’s largest pet parent study.
With insights from over all over the globe, the research reveals a deepening bond driving trends in premium nutrition, personalised care, and sustainability - all of which are shaping the future of petcare, Mars says. The findings highlights the substantial opportunity for retailers to “diversify their product offerings and build stronger, more meaningful connections between pets and their owners in an increasingly competitive market,” Mars says.
The UK has the largest dog population and one of the largest cat populations in Europe. The Mars Global Pet Parent Study shows the relationship between pets and their parents is deeper and more personal than ever before. Globally too, the number of pet parents is rising, with a large portion of first-time owners. The report also shows that sustainability is a key consideration for pet parents, with 45% believing it is very important when purchasing pet food.
In the UK, one in three owners don’t change the food they originally feed their pet throughout their lifetime. This demonstrates the importance for retailers and brands alike to target the growing number of first-time pet owners, many of whom prioritise sustainable products. Brands like Sheba Kitten for example, are continuing to build lifelong value by targeting first-time pet parents early in their journey.
Adelina Bizoi, category and market activation director at Mars Petcare, comments: “The evolving bond between pets and their owners signifies a shift in behaviour that the industry must react to. We know the strong relationship between owners and their furry friends means that petcare continues to be one of the last categories that pet parents will look to decrease spending on, making sure they provide offerings that are beneficial to their pets’ health even during tough time economically.
“Retailers have a significant opportunity to tap into the growing demand for premium petcare by offering a diverse range of innovative products. High-quality, nutrient-rich options such as supplements and superfood treats appeal to wellness-focused owners prioritising their pets’ digestion, immunity, and joint health. They can also tap into the rise of first-time pet parents and demand for sustainable products by offering starter kits and sustainability-driven initiatives.”
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