Japanese pet owners treat their furry companions like family, fueling a booming market for premium accessories, emergency vet services, and more. A new 2024 study by our sister company, Cross Marketing Inc., sheds light on the key trends shaping this sector—and how brands in the pet sector can seize this opportunity.

Survey Highlights —Key Findings on Pet Ownership and Behavior in Japan

This pet ownership survey included 1,500 respondents from diverse regions across Japan. The age groups from the 20s to the 60s were represented, and there was a balanced gender distribution and various income levels. This comprehensive demographic sampling ensures the findings reflect a broad spectrum of Japanese pet ownership trends and preferences.

These insights highlight essential trends in Japanese pet owners’ preferences and behaviours, offering pet care brands a clear path to meeting their needs.

Who’s Owning Pets in Japan?

  • Ownership Rates: Survey data shows 21% of respondents own pets, and 26% have owned them before. Nearly half of Japanese households have experience with pet ownership.
  • Income-Based Differences: Pet ownership shows a clear correlation with household income. In families with an annual income exceeding ¥10 million, 34% currently own pets, compared to lower ownership rates in households with incomes under ¥4 million.

This distribution suggests a stronger capacity and willingness to invest in pet care among higher-income groups, presenting a prime demographic for premium pet care brands targeting affluent households.

Dogs and Cats Lead the Pack

most popular pets in Japan
  • Pet Preferences: In Japan, dogs and cats reign supreme as the most beloved pets. A whopping 43% of pet owners own canine companions, while 38% own cats. What’s particularly interesting is how income plays a role in pet ownership. Higher-income households show a strong preference for dogs, with an impressive 59% of respondents in this group identifying themselves as dog owners. 

Brands can leverage these insights to create targeted products—like breed-specific pet food or accessories tailored to dog and cat owners.

Pet Acquisition: Shops vs. Adoption

  • Methods of Acquisition: How pet owners acquire their pets reveals an interesting trend. Half of dog owners buy their pets from shops, and 21% from breeders. A third of cat owners rescue their pets, while 26% adopt from friends.

This divide highlights a critical point: dog owners might respond well to premium pet shop partnerships, while cat-related brands could focus on supporting adoption initiatives. Such tailored approaches could help resonate with each group’s acquisition values and behaviours.

How Japanese Pet Owners Are Redefining Outings

  • Pet Outings Beyond Walks: About 4 in 10 respondents take their pets on outings beyond daily walks, with this behaviour even more common among higher-income households and younger age groups. Over half of pet owners in their 20s report frequent outings with their pets, showcasing a shift toward integrating pets into various social activities.

This trend suggests opportunities for brands in the travel, hospitality, and leisure industries to create pet-inclusive offerings. For instance, hotels, cafes, and parks could consider pet-friendly features and services, fostering a community of social pet owners eager to include their pets in their outings.

Health and Grooming Take the Lead

  • Top Services: 7 in 10 dog owners visit a veterinary clinic regularly, 55% use grooming services, and 44% have pet insurance. Similarly, cat owners prioritise veterinary services (63%) and health-focused pet food (41%).
  • Untapped Potential: The survey also uncovers an unmet demand for services related to pet funerals, memorials, and insurance. Nearly 40% of dog and cat owners express interest in post-mortem services, indicating a significant growth area for brands.

These findings reveal critical areas for brands to expand or introduce services, particularly around pet wellness, grooming, and memorial services. Pet insurance brands, for example, may consider targeted campaigns emphasising the long-term security and peace of mind their products can offer.

Honouring Pets: End-of-Life Preferences

  • Handling Pet Remains: Japanese pet owners prefer dignified end-of-life options. About 32% bury pets at home, while 45% choose cremation, placing ashes in pet cemeteries or at home.

The demand for respectful and meaningful ways to honour pets in their final moments presents an emerging market. Pet care brands may explore services and products around memorial options, such as biodegradable urns or personalised remembrance ceremonies, aligning with Japanese consumers’ desire to honor their pets’ lives with dignity.

Brand Implications and Strategic Opportunities

The findings from this 2024 pet ownership survey offer rich insights for brands looking to engage with Japan’s evolving pet care market. For pet care brands, the data not only highlights consumer trends but also reveals clear opportunities for innovation and brand differentiation. Here’s how brands can leverage these insights to create impactful, consumer-focused strategies.

1. Personalised Marketing and Segmentation: Targeting Based on Demographics and Income

Insight: The survey shows pet ownership rates and spending on pet care services increase with household income. Higher-income households are more likely to spend on services like grooming, veterinary care, and specialised pet food, while younger consumers show a trend toward pet-inclusive lifestyles.

Strategic Opportunity: Brands can create highly targeted marketing campaigns by segmenting their audience based on income and age. For example, premium brands might focus their campaigns on affluent households, highlighting high-quality or luxury pet products. Meanwhile, brands targeting younger audiences could emphasise pet-friendly lifestyle products, such as portable pet carriers, outdoor gear, or eco-friendly options, aligning with their social and environmental values.

2. Health and Wellness: The Rising Demand for Specialised Pet Nutrition

Insight: Both dog and cat owners prioritise health-focused pet food, with significant usage rates across all income brackets. Additionally, consumers’ interest in long-term health services, such as insurance and wellness plans, suggests a shift toward preventive care and personalised nutrition.

Strategic Opportunity: Pet food brands can explore formulations that cater to specific dietary needs or life stages, such as senior pets, hypoallergenic diets, or high-protein formulas for active pets. Brands can also collaborate with veterinarians to promote science-backed nutrition plans, building trust and authority in the wellness-focused pet food segment. Highlighting transparency in ingredient sourcing and nutritional value can further strengthen consumer trust.

3. Service Innovation: Expanding into Underdeveloped Service Areas

Insight: While veterinary and grooming services are widely used, other areas—such as pet insurance, IoT tools for monitoring health, and end-of-life services—are less utilised but have high-interest levels.

Strategic Opportunity: Pet care brands can capitalise on these gaps by expanding service offerings. For instance:

  • Pet Insurance: Brands can develop affordable, flexible pet insurance plans that cover routine care and emergencies, addressing the growing demand for pet health security.
  • Tech-Enabled Solutions: IoT-based products, such as health monitors and activity trackers, can help owners proactively manage their pets’ well-being. Brands can emphasise how these tools provide peace of mind and insights into health trends.
  • End-of-Life Services: For Japanese pet owners who value respectful end-of-life care, brands can offer tailored services like biodegradable urns or virtual memorials, providing products that honour pets in meaningful, culturally resonant ways.

4. Community and Lifestyle Engagement: Encouraging Pet-Friendly Social Spaces

Insight: The trend toward pet outings beyond traditional walks highlights an opportunity for brands to foster community and social engagement. Pet owners, particularly younger and higher-income demographics, are increasingly looking to include their pets in a broader range of activities.

Strategic Opportunity: Brands in the hospitality, travel, and leisure sectors can create and promote pet-friendly spaces, such as cafes, parks, or events designed for pet owners. Partnerships with businesses that already attract pet owners—like pet-friendly hotels, dog parks, or pet daycares—can help brands build visibility within this community. Social media campaigns encouraging customers to share photos of outings with their pets can also help build a lifestyle brand that resonates with Japan’s social pet owners.

5. Sustainability: Meeting the Demand for Eco-Conscious Pet Products

Insight: As pet owners increasingly seek eco-friendly options, especially around end-of-life care, there is a market for sustainable products that align with consumer values.

Strategic Opportunity: Pet brands can offer eco-conscious alternatives, such as biodegradable pet supplies, sustainable packaging, and organic pet foods. For example, end-of-life care products could include options like compostable urns or plantable memorials. Marketing these products with a focus on environmental stewardship can attract Japan’s growing base of eco-conscious pet owners.

6. Building Loyalty Through Data-Driven Personalisation

Insight: With the growing use of health-focused food, grooming, and veterinary services, there is a wealth of behavioural data that brands can use to create personalised experiences for pet owners.

Strategic Opportunity: Brands can leverage customer data to deliver tailored recommendations, reminders for routine care, and personalised promotions. For instance, subscription services for pet food could offer delivery schedules based on breed and age, while loyalty programs could provide rewards for recurring purchases of essential pet items. Brands can also explore partnerships with veterinary clinics to create a holistic ecosystem of pet wellness, adding convenience and a sense of community.

By aligning with the core values and needs reflected in Japan’s pet ownership trends, brands can build meaningful connections with pet owners. Whether through targeted wellness products, tech-enabled pet care, or eco-conscious offerings, these strategies position brands to thrive in a market where pets are cherished as family. 

Case Study: Aiken Genki – Leading the Way in Health-Focused Pet Food

Background
Aiken Genki is a pioneering Japanese pet food brand specialising in health-conscious, science-backed pet nutrition. Founded in 2001, its mission is to support the long-term well-being of pets through high-quality, nutrient-rich food. As Japanese pet owners increasingly prioritise their pets’ health, the brand has seen steady growth, with a 20% revenue increase in 2023 alone, according to the Japan Pet Food Association Annual Report.

Strategy
Aiken Genki leverages a comprehensive approach to pet wellness, emphasising nutritional transparency, veterinary endorsements, and innovative formulations. The brand sources high-quality, natural ingredients and offers a range of specialised products, such as senior pet formulas and hypoallergenic options for pets with dietary sensitivities. In partnership with local veterinarians, Aiken Genki has also launched educational campaigns to raise awareness of pet health risks and the benefits of proper nutrition.

  • Transparency and Trust: The brand’s transparency around ingredient sourcing and nutritional value has been central to building consumer trust. Each product lists complete ingredient profiles alongside a breakdown of nutritional benefits, which is increasingly important to health-conscious pet owners.
  • Veterinary Partnerships: Aiken Genki collaborates with veterinary clinics to offer expert-backed dietary advice and product recommendations, positioning the brand as a trusted resource within the pet health ecosystem.
  • Digital Personalisation: Through its online platform, Aiken Genki provides personalised recommendations based on pet age, breed, and specific health needs, allowing pet owners to select the most suitable products.

Results
Aiken Genki’s strategic focus on wellness and transparency has resonated strongly with Japanese consumers, particularly within the high-income demographic segment. In a recent customer survey, 78% of respondents cited ingredient transparency as a critical factor in purchasing decisions. This alignment with consumer values has driven customer loyalty and brand advocacy, securing Aiken Genki’s position as a top choice for health-conscious pet owners in Japan.

Case Study: Cocoro Petcare – Eco-Friendly Solutions for End-of-Life Care

Image Credit: Cocoro

Background
Cocoro Petcare, founded in 2015, focuses on providing eco-friendly pet supplies and sustainable end-of-life care options. Recognising the demand for products that align with Japan’s increasing environmental awareness, Cocoro has carved out a unique niche, offering products like biodegradable pet urns and sustainably sourced pet accessories. The brand has become a preferred choice for eco-conscious pet owners, with a reported 15% increase in market share in 2023 (Source: Nikkei Asia, Pet Industry Trends Report, 2024).

Strategy
Cocoro Petcare’s business model revolves around sustainable innovation and cultural sensitivity, especially concerning pet memorials. The brand’s offerings address Japanese pet owners’ desire for meaningful, respectful ways to honour their pets while being mindful of environmental impact.

  • Biodegradable and Sustainable Products: Cocoro Petcare’s product line includes biodegradable urns, eco-friendly pet beds made from recycled materials, and toys crafted from natural fibres. By emphasising sustainable materials, Cocoro resonates with pet owners who prioritise environmental responsibility.
  • Memorial and Remembrance Services: Cocoro provides personalised memorial options, such as engraved urns, and offers services to help families hold virtual memorials for their pets. These services cater to Japanese consumers’ preference for honouring their pets with dignity and reflect broader cultural values around respect and remembrance.
  • Community Engagement and Awareness: Cocoro frequently collaborates with environmental organisations, hosting workshops and webinars on sustainable pet ownership. Through these partnerships, the brand strengthens its community presence and educates pet owners on eco-conscious choices.

Results
Cocoro Petcare’s commitment to sustainability has garnered high engagement from younger, environmentally aware pet owners. In a recent brand loyalty survey, 68% of Cocoro customers stated they chose the brand due to its eco-friendly focus (Source: Japan Consumer Insights on Sustainability, 2024). Additionally, Cocoro’s partnerships with environmental NGOs have amplified its brand reach, making it a well-recognised name among Japan’s eco-conscious consumers.

Key Takeaways for Pet Care Brands

To effectively engage with Japan’s passionate pet owners, brands can focus on these strategic areas:

  • Personalised, Data-Driven Marketing: Leverage data to tailor campaigns by income and age, focusing on premium and lifestyle-oriented products for different demographics.
  • Position Wellness at the Forefront: Emphasise high-quality, transparent ingredient sourcing and partner with veterinarians to support health-conscious pet food and products.
  • Expand in Underdeveloped Service Areas: To meet underserved needs, consider expanding into pet insurance, IoT health tools, and dignified end-of-life services.
  • Encourage Community Engagement: Support pet-friendly spaces and social initiatives that allow owners to include pets in daily outings and social activities.
  • Offer Eco-Friendly Options: Capture eco-conscious consumers by developing sustainable products, particularly in end-of-life care and everyday essentials.
  • Build Trust through Transparency: Maintain open, detailed communication about product quality, sourcing, and benefits, fostering long-term loyalty.

Japan’s pet care market continues to grow, driven by devoted pet owners who view their pets as cherished family members. For brands, this presents a unique opportunity to align with the values and needs of this passionate audience by emphasising wellness, transparency, and eco-consciousness. As pet care trends evolve, those brands that stay attuned to these insights will not only connect with consumers but also lead the way in Japan’s dynamic pet care industry.

Ready to strengthen your brand’s impact in the Japanese pet care market? 

Connect with our team to access in-depth consumer insights and tailored strategies that position your brand for growth in this thriving sector. Let’s work together to create products and experiences that resonate with Japan’s pet owners and drive meaningful results.

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The animal health industry is entering a transformative phase at the intersection of technology, science, and growing consumer awareness. With increasing recognition of its vital role in food security, zoonotic disease prevention, and the rapidly expanding pet care market, the sector is evolving to meet complex global challenges.

From precision technologies to sustainable innovations, animal health is no longer just about care—it’s about creating systems that are efficient, data-driven, and responsive to modern needs. In fact, the World Organisation for Animal Health (WOAH) reports that over 75% of emerging human infectious diseases originate in animals, highlighting the critical importance of advancements in this field.

This blog explores four key trends poised to redefine animal health in 2025, offering a glimpse into the future of veterinary care, disease prevention, and sustainability.

Trend 1: Growth of Telemedicine and Digital Health Tools

Telemedicine is revolutionising animal health by making veterinary care more accessible, data-driven, and cost-efficient. Through virtual consultations and the growing adoption of wearable devices, pets and livestock can now receive timely medical attention without the need for frequent in-person visits. This trend is reshaping how animal health is monitored and managed, particularly in rural or underserved areas where access to veterinary services has traditionally been limited.

Wearable devices, such as smart collars and health trackers, provide real-time insights into animals’ vital signs, activity levels, and behavioural patterns. This continuous data stream enables early detection of illnesses, allowing for faster intervention and improved outcomes. According to a 2024 report by Grand View Research, the global animal telehealth market is projected to grow at over 17% annually, driven by advancements in technology and increasing pet ownership.

For livestock managers, digital health tools offer significant cost savings by streamlining herd management and reducing reliance on emergency veterinary visits. Remote health monitoring also minimises disruptions to farming operations while ensuring the overall health and productivity of animals.

As telemedicine becomes more sophisticated and widely adopted, it is transforming veterinary care into a proactive, technology-driven practice that benefits both pets and livestock. This shift not only improves animal health outcomes but also enhances convenience and affordability for owners and caretakers.

Case Study: VetTriage’s Remote Consultations for Exotic Species

VetTriage, a telemedicine service based in Las Vegas, Nevada, has expanded its offerings to include remote consultations for exotic animal species. By utilizing video conferencing and digital diagnostic tools, veterinarians can assess and advise on the care of exotic pets, such as reptiles, birds, and small mammals, without the need for the animal to be transported. This approach minimises stress for the animals and reduces logistical challenges for owners. For example, a case study published in Frontiers in Veterinary Science detailed how VetTriage provided remote guidance for a client with a pet iguana exhibiting signs of respiratory distress. Through video consultation, the veterinarian recommended immediate environmental adjustments and arranged for in-person follow-up care, effectively managing the situation without initial physical examination.

Trend 2: Advancements in Vaccination and Disease Prevention

The animal health industry is seeing a breakthrough in disease prevention, driven by innovative vaccine technologies such as mRNA-based vaccines and edible vaccines. These new-generation solutions are poised to combat zoonotic diseases, which can jump from animals to humans, and address challenges in livestock care by making vaccination easier, more effective, and scalable.

Traditional vaccines often face logistical hurdles, such as the need for a cold chain to maintain efficacy, especially in remote or developing regions. mRNA-based vaccines, already proven in human health, offer a promising alternative. These vaccines can be more stable at higher temperatures, significantly reducing cold chain dependency and making distribution easier and more cost-effective. Additionally, edible vaccines—delivered through food or water—can simplify the vaccination process for livestock, lowering costs for farmers and minimising handling stress on animals.

This innovation is particularly critical in agriculture, where disease outbreaks can lead to significant economic losses. For instance, mRNA vaccines could prevent livestock diseases like Foot-and-Mouth Disease (FMD), which devastates animal populations and disrupts trade. By improving disease prevention, these technologies reduce the impact of outbreaks on agriculture, helping stabilise food supply chains.

The potential of these vaccines extends beyond agriculture—by addressing zoonotic diseases, they improve global health security, reducing the risk of outbreaks that could threaten human populations. This makes them an essential part of global efforts to combat emerging diseases, especially in regions with limited access to conventional vaccination methods. As these innovations continue to develop, they will offer scalable and cost-effective solutions, transforming the future of animal health care worldwide.

Case Study: Development of mRNA Vaccines for Avian Influenza in Livestock

In response to the avian influenza outbreak affecting U.S. dairy cows, researchers are developing mRNA vaccines to protect both animals and humans. The U.S. Department of Agriculture initiated trials in June 2024, administering a vaccine developed by the University of Pennsylvania to dairy calves. This approach aims to reduce virus transmission to dairy workers and mitigate the risk of human-to-human spread. The vaccine leverages mRNA technology, similar to COVID-19 vaccines, offering a rapid and adaptable solution to emerging infectious diseases.

Trend 3: Alternative Proteins for Animal Feed

As sustainability becomes a top priority, alternative proteins such as insect-based feeds, algae, and lab-grown ingredients are emerging as viable replacements for traditional animal feed sources. These alternatives are not only nutritionally equivalent to conventional feeds but also offer significant environmental benefits, making them key to the future of sustainable agriculture and aquaculture.

The traditional feed industry has long relied on ingredients like soy and fishmeal, which contribute to deforestation and overfishing. By shifting to alternative proteins, farmers and producers can reduce their environmental footprint, helping address critical challenges such as land-use change and biodiversity loss. Insect farming, for example, uses minimal space and water and can be a sustainable source of protein for both livestock and aquaculture. Similarly, algae-based feeds offer a rich source of omega-3 fatty acids and protein, essential for healthy animal growth.

These alternative feeds also contribute to lowering greenhouse gas emissions. Traditional feed production is resource-intensive, requiring large amounts of land and energy. In contrast, insect farming and algae production have a much smaller carbon footprint, making them crucial for meeting global sustainability goals.

As consumer demand for sustainably raised products increases, livestock and aquaculture producers are turning to these innovative feed solutions to meet both environmental and economic demands. Alternative proteins are becoming an essential part of the livestock and aquaculture sectors, ensuring a more sustainable and efficient future for animal farming worldwide.

Case Study: Krimanshi’s Micro-Algae-Based Animal Feed in India

Krimanshi, based in Jodhpur, Rajasthan, India, has developed a unique formulation for animal feeds using micro-algae. This innovation addresses the challenge that only 11% of farmers’ animal feed requirements are met by the feed industry, with many encountering adulterated feeds lacking quality assurance. By cultivating and harvesting micro-algae, Krimanshi has created a feed that not only meets nutritional needs but also increases milk production. This approach reduces reliance on traditional feed sources, promoting sustainability and enhancing productivity in the dairy sector.

Trend 4: Personalised Medicine for Pets

Advances in genomics and data analytics are revolutionising the way we approach veterinary care, enabling personalised medicine for pets. Just as precision medicine is transforming human healthcare, targeted therapies and breed-specific diets are now being developed for animals. This shift is fueled by the growing demand for premium, customised pet care, as owners seek treatments tailored to their pet’s unique genetic makeup and health needs.

By analyzing a pet’s genetic profile, veterinarians can offer targeted treatments that not only improve health outcomes but also prevent or manage chronic conditions more effectively. For example, genomics can identify predispositions to certain diseases, allowing for early intervention and preventive care. Similarly, breed-specific diets, designed to address the unique nutritional needs of different breeds, are becoming more common, offering pets the highest quality of care suited to their individual requirements.

This trend is driving growth in the premium pet care segment. As consumers increasingly view pets as family members, they are willing to spend more on high-quality, personalised products and services. A report from Pet Food Industry in 2024 found that the demand for premium pet foods and health services grew by 15% globally, reflecting this shift toward customised care.

Personalised pet medicine also fosters innovation in diagnostics and therapeutic options. From AI-powered health monitoring tools to tailored pharmaceutical treatments, the industry is ripe for new solutions that cater to the specific needs of pets. As personalised medicine continues to evolve, it will not only improve the quality of life for pets but also set new standards for veterinary care.

Case Study: VetGen’s Genetic Testing for Personalised Pet Care in the UK

VetGen, a UK-based veterinary genetics company, offers genetic testing services that enable veterinarians to provide personalised care tailored to individual pets. By analysing a pet’s genetic profile, VetGen identifies breed-specific health risks, allowing for early detection and prevention of potential health issues. This approach ensures that treatments and care plans are customised to the unique genetic makeup of each pet, enhancing overall health outcomes. For example, genetic testing can reveal predispositions to certain conditions, enabling proactive management and targeted interventions. This case exemplifies how personalised medicine is being applied in veterinary care to improve the well-being of pets through tailored health strategies.

Final Thoughts

The animal health industry is at the forefront of a transformative period, with trends like telemedicine, advanced vaccinations, alternative proteins for feed, and personalised pet care reshaping the landscape. These trends bridge the gap between science, technology, and sustainability, driving innovation in veterinary care, disease prevention, and the sustainability of agricultural practices. They not only address pressing global challenges like zoonotic diseases and food security but also enhance the well-being of animals, both pets and livestock, in more efficient and humane ways.

As these trends continue to develop, there are vast opportunities for industry stakeholders to engage, whether through investment, partnerships, or the adoption of new practices. By embracing these advancements, businesses can stay ahead of the curve and contribute to a more sustainable and healthier future for animals and humans alike.

For more insights into the latest trends and strategies shaping the future of animal health, subscribe to Connecting the Dots, our monthly e-newsletter. Stay informed, stay inspired, and lead the change in your industry.

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Veterinary medicine is experiencing significant growth worldwide, driven by increasing pet ownership and an increased focus on animal health. 

According to Statista, the global animal health market is projected to exceed $65 billion by 2025. 

This surge underscores the vital role that market research plays in understanding consumer needs and shaping innovative solutions. For senior leaders in the veterinary sector, leveraging these market insights is essential for strategic decision-making and staying ahead in a rapidly evolving industry.

The Rising Significance of Market Research in Veterinary Medicine

As pets are increasingly considered family members, veterinary practices must adopt a consumer-centric approach. A recent McKinsey report highlights a surge in global pet ownership over the past decade, particularly in emerging markets like China and India. This shift requires a deep understanding of pet owners’ needs, preferences, and expectations.

Market research is the cornerstone for this understanding. By tapping into consumer insights, veterinary clinics and animal health product brands can tailor their offerings to meet evolving demands. For instance, the American Veterinary Medical Association (AVMA) found that over 60% of pet owners view their pets as integral family members, influencing their willingness to invest in advanced care. This insight opens avenues for services like specialised treatments, wellness plans, and personalised care options.

Companies leveraging data analytics can create innovative products and services that resonate with modern pet owners. The rise of personalised pet care—including specialised diets, telemedicine, and wellness apps—highlights the importance of market research in staying ahead of emerging trends.

Global Trends Shaping Animal Health

It is essential to understand how regional dynamics influence the animal health sector.

Emerging Pet Ownership in Asia

Asia’s rising pet ownership is reshaping the animal health landscape. In urban China, the cat and dog population exceeded 121 million in 2023, increasing from about 116 million in 2017. That year, approximately 51.75 million dogs and 69.8 million cats were kept as pets in Chinese households. 

Similarly, according to Euromonitor International, India’s pet market is expanding at an annual rate of 13%, driven by a burgeoning middle class and evolving attitudes toward pets.

This growth translates to a heightened demand for high-quality veterinary services and products. Market research enables companies to understand regional nuances—such as cultural attitudes toward pet care—and tailor their strategies accordingly. 

For example, Chinese consumers may prioritise premium pet foods with health benefits, while Indian pet owners might seek affordable yet quality veterinary services.

Technological Advancements in Western Markets

Technological innovation is redefining veterinary care in the United States and the United Kingdom. The adoption of telemedicine surged during the COVID-19 pandemic, with the AVMA noting a substantial increase in virtual consultations. Advanced diagnostics, such as MRI and CT scans, and treatments like regenerative medicine are more commonplace.

Market research helps vet clinics and animal health providers stay attuned to these trends. The People’s Dispensary for Sick Animals (PDSA) reported that 50% of UK pet owners are willing to pay more for advanced care, indicating a robust market for premium services. Understanding consumer willingness to adopt new technologies enables veterinary businesses to invest wisely in innovations that enhance care and client satisfaction.

Case Studies Demonstrating Market Research Impact on the Animal Health Sector

To illustrate the tangible benefits of market research, let’s explore examples across different markets.

Japan: Specialised Pet Diets Driving Growth

Image Source: Rakuten Market

Japanese pet food companies, through market research, identified a growing concern among pet owners regarding age-related health issues in pets. This led to the development of pet food products focusing on joint health and weight management. According to Euromonitor International’s report, Japan’s premium pet food segment saw significant growth due to these specialised offerings.

Singapore: Telemedicine Meets Urban Needs

Image Source: ZumVet’s Facebook Page

In Singapore, ZumVet recognised through consumer analysis that urban pet owners desired convenient access to veterinary care. ZumVet filled a market gap by introducing a teleconsultation service, especially pertinent during the pandemic. The Straits Times reported in 2020 that ZumVet experienced a substantial increase in user engagement, validating the effectiveness of data-driven innovation.

United States: Preventive Care Models Succeed

Image Source: Banfield Pet Hospital

Banfield Pet Hospital utilised market insights to discover pet owners favoured predictable costs for preventive care. Implementing the Optimum Wellness Plans, they offered bundled services with monthly payments. This model improved client retention and became integral to their business strategy, as highlighted in Banfield’s company reports.

United Kingdom: AI Revolutionises Access to Care


Image Source: Veterinary Practice

Vet-AI developed the Joii app by understanding the need for affordable and immediate veterinary advice. The AI-driven symptom checker and consultation platform broadened access to care at lower costs. According to a 2021 Vet Times article, Joii significantly expanded veterinary care accessibility, showcasing how technology and market research can combine to meet consumer demands.

Leveraging Advanced Market Research for Strategic Advantage

Moving beyond traditional methods, advanced technologies are reshaping market research in veterinary medicine.

Harnessing Big Data and AI

Big data analytics and artificial intelligence provide deeper insights into consumer behaviour. By analyzing large datasets from social media, online reviews, and purchasing patterns, veterinary businesses can predict trends and tailor services proactively. For example, machine learning algorithms can identify emerging health concerns among pets, enabling the development of targeted treatments or preventive measures.

Ethical Considerations and Data Privacy

While leveraging advanced technologies, addressing data privacy and ethical concerns is crucial. Compliance with regulations like the General Data Protection Regulation (GDPR) in the EU ensures that consumer data is handled responsibly. Ethical market research practices build trust with clients, which is essential for long-term success.

Strategic Consumer Segmentation

Market research enables precise consumer segmentation, allowing companies to effectively target specific groups. Millennials, for instance, might prioritise eco-friendly products and digital engagement, while older demographics may value traditional services. Understanding these segments helps in crafting tailored marketing strategies and service offerings.

Download this guide to building personas for your Animal Health care brand or Veterinary practice.

Navigating Regulatory Landscapes

Each market comes with its regulatory environment. Import regulations and local compliance can impact market entry strategies in countries like China and India. Market research must encompass an understanding of these legal frameworks to mitigate risks and ensure smooth operations.

Competitive Analysis

Understanding the competitive landscape is vital. Market research provides insights into competitors’ strengths, weaknesses, and market positioning. This information helps companies differentiate themselves through unique services, pricing strategies, or customer experience enhancements.

Impact of Global Events

Global events like the COVID-19 pandemic profoundly affect consumer behaviour and industry dynamics. Market research helps companies adapt to these changes, such as the increased adoption of telemedicine or shifts in spending habits due to economic uncertainties.

Actionable Strategies for Senior Leaders in the Sector

To translate insights into action, senior leaders should consider the following steps.

  • Implement Advanced Analytics Tools

Leverage AI and machine learning platforms to analyze consumer data.

Tools like predictive analytics can forecast trends, enabling proactive strategy development.

  • Foster a Culture of Continuous Learning

Encourage teams to stay updated on industry trends and technological advancements. Regular training and professional development ensure that the organisation remains agile and innovative.

  • Prioritise Data Ethics and Compliance

Establish protocols for data privacy and ethical research practices. Transparency with clients about data usage builds trust and enhances brand reputation.

  • Customise Strategies for Each Market

Develop flexible business models that can adapt to local market feedback. This includes localising services, marketing strategies, and communication styles to resonate with regional audiences.

  • Engage in Collaborative Partnerships

Partner with local businesses, veterinary associations, and animal welfare organisations. These collaborations can provide valuable insights and enhance market penetration.

Final Thoughts

Market research is essential for navigating the complexities of the global animal health sector. By embracing advanced technologies and data-driven strategies, brands can unlock new opportunities for growth and innovation. Understanding consumer behaviour at a granular level allows for developing products and services that meet and exceed client expectations.

Pets are cherished family members, and the veterinary industry must rise to meet pet parents’ evolving demands. From emerging markets in Asia to technologically advanced Western countries, the common thread is the necessity of market research in strategic planning.

To seize these opportunities, we invite you to engage in comprehensive market research studies across our key markets: the United States, the United Kingdom, China, Japan, Singapore, Indonesia, Vietnam, India, the Philippines, and Thailand. Each country offers unique consumer dynamics and growth potentials within the veterinary sector.

Our UK team recently conducted an in-depth study that provided valuable insights into the UK’s veterinary market. The Veterinary Market Research Study 2023 provides detailed findings and recommendations.

Contact Us to discover how our expert team can assist you in unlocking new potentials for your business. Together, we’ll navigate the evolving veterinary landscape, leveraging informed, strategic decisions to drive success.

The global pet care market is booming, driven by a profound shift in how people view and care for their pets. Pets are increasingly considered family members, leading to higher investments in their health and well-being. This trend is reflected in the market’s impressive growth, valued at USD 304.4 billion in 2023 and projected to grow at a CAGR of 6.8%, reaching USD 545.7 billion by 2032. This surge is also fueled by the rising demand for premium pet products, advanced healthcare solutions, and innovative digital health platforms that cater to the evolving needs of pet owners.

Preventive healthcare for pets has become an essential component of this market. Much like in human healthcare, preventive measures in pet care—such as regular veterinary check-ups, vaccinations, balanced diets, and wellness products—are crucial in detecting and addressing potential health issues early on. 

This proactive approach helps pets lead healthier and longer lives and offers significant cost savings by avoiding expensive treatments for advanced health problems.

Understanding the trends and consumer behaviours in preventive pet healthcare is vital for industry stakeholders—from veterinarians and pet product manufacturers to digital health platform developers—to cater to pet owners’ evolving needs. 

The Growing Demand for Preventive Healthcare in the Pet Industry

Current Market Trends and Statistics on Preventive Healthcare for Pets

The pet care market is experiencing a notable shift toward preventive healthcare, with pet owners increasingly investing in products and services that maintain and enhance their pets’ health. 

A significant portion of this billion-dollar pet industry is now dedicated to preventive health measures such as regular veterinary visits, vaccinations, and health monitoring technologies​.

This trend is reflected in the growing popularity of premium pet food, supplements, and wellness products designed to prevent health issues before they arise.

Key Drivers Behind the Increasing Demand

Pet Humanisation

Pet humanisation is a primary driver of the increased demand for preventive healthcare in the pet industry. Pet owners are treating their pets more like family members, leading to higher expenditures on health and wellness products. This trend is especially pronounced in Western countries, where pet owners are willing to invest in premium products and services that promote their pets’ long-term health.

Rising Awareness of Pet Health and Wellness

Awareness of pet health and wellness is on the rise globally. Pet owners are becoming more knowledgeable about the importance of preventive care, driven by educational campaigns from veterinarians, pet product companies, and animal health organisations. This increased awareness has led to a surge in demand for products such as specialised diets, health supplements, and routine veterinary care, which are crucial for maintaining pet health and preventing diseases.

Increase in Pet Ownership Globally

The rise in pet ownership worldwide is another significant factor driving the demand for preventive healthcare solutions. Urbanisation, changing lifestyles, and the companionship offered by pets have increased pet adoption rates. This growth in the pet population has, in turn, boosted the market for preventive healthcare products and services as new pet owners seek to ensure the well-being of their pets from the start​.

Regional Insights: Differences Between Western Countries and Asia

Western Countries

The pet care market in Western countries is well-established, strongly emphasising preventive healthcare. High disposable incomes, advanced veterinary services, and a cultural inclination toward pet pampering drive the demand for high-quality preventive care products. For instance, the North American pet care market is highly advanced, with a significant focus on premiumisation and high spending on pet health and wellness​​.

Our most recent study, “Overcoming Vet Challenges: Unveiling Opportunities for Animal Health Brands” in the UK, highlighted that 78% of pet owners consider preventive healthcare essential for their pets. 

The study found that regular veterinary visits and preventive treatments are prioritised, with pet owners willing to spend more on high-quality care to ensure their pets remain healthy and happy​. This trend underscores the deep bond between pets and their owners in Western countries and the lengths owners will go to provide the best care possible.

Asia

In contrast, the pet care market in Asia is rapidly growing but still developing in many regions. Countries like China, Japan, and India are witnessing a surge in pet ownership and an increasing awareness of pet health. However, cultural differences and varying economic conditions mean that the market for preventive healthcare products is not as mature as in Western countries. Nevertheless, the growing middle class and increased urbanisation drive demand for better pet care products and services, leading to significant growth opportunities in the region.​​

The Role of Digital Health Platforms for Pets

Digital health platforms are revolutionising the pet healthcare industry by offering innovative solutions that enhance preventive care. These platforms leverage technology to provide accessible, real-time health monitoring, diagnostic services, and communication between pet owners and veterinarians. By integrating digital tools into pet healthcare, these platforms help in the early detection of health issues, continuous monitoring of pets’ well-being, and efficient management of preventive care routines.

Types of Digital Health Solutions Available

  • Telemedicine: Telemedicine allows pet owners to consult with veterinarians remotely, reducing the need for physical visits. This is especially useful for routine check-ups, follow-ups, and non-emergency consultations. Examples include services like Vetster and PawSquad.
  • Health Monitoring Apps: These apps track various health parameters such as activity levels, diet, and medical records. They provide valuable insights into pet health trends and alert owners to irregularities. Apps like PetDesk and Whistle are popular in this category.
  • Wearable Devices: Smart collars and fitness trackers monitor pets’ real-time activity, location, and health metrics. Devices like the FitBark and PetPace collars offer comprehensive health-tracking features.

Benefits of Digital Health Platforms for Pet Owners and Veterinarians

  • For Pet Owners:
    • Convenience: Access to veterinary services and health monitoring from home.
    • Cost-Effective: Reduces the need for frequent in-person vet visits, saving on transportation and consultation costs.
    • Proactive Care: Early detection of health issues through continuous monitoring helps in timely intervention.
    • Comprehensive Care: Centralised health records and personalised health recommendations improve overall care quality.
  • For Veterinarians:
    • Efficiency: Streamlines routine consultations and follow-ups, allowing vets to focus on more critical cases.
    • Data-Driven Insights: Access to continuous health data aids in better diagnosis and treatment planning.
    • Enhanced Client Relationships: Regular communication and proactive care recommendations build trust and satisfaction among pet owners.

Case Studies of Successful Digital Health Platforms

Practo (India)

Image Credit: Practo

Background

Practo is one of the leading digital health platforms in India, established to bridge the gap between patients and healthcare providers. It offers a range of services including online consultations, appointment bookings, health records management, and a digital health marketplace.

Strategy/Approach

  • Service Integration: Practo integrates various health services into a single platform, offering telemedicine, in-person appointments, diagnostic tests, and e-pharmacy services.
  • User-Friendly Interface: The platform is designed to be user-friendly, allowing patients to easily book appointments, consult doctors online, and access their health records.
  • Partnerships: Practo has partnered with numerous hospitals, clinics, and pharmacies across India to provide a comprehensive healthcare solution.

Outcomes/Results

  • Widespread Adoption: Practo has seen widespread adoption with millions of users across India. It has significantly reduced the cost of healthcare delivery by providing services at lower prices compared to traditional healthcare facilities​​.
  • Enhanced Accessibility: The platform has made healthcare more accessible to people in remote areas, improving overall health outcomes and patient satisfaction.

PetPace (United States)

Image Credit: PetPace
Background

PetPace, a health monitoring platform for pets, uses advanced wearable technology to track vital signs and health metrics in real time. It aims to provide comprehensive health monitoring solutions for pets, focusing on early detection of health issues.

Strategy/Approach:

  • Wearable Technology: PetPace uses a smart collar equipped with sensors to monitor pets’ vital signs such as temperature, pulse, respiration, and activity levels.
  • Real-Time Alerts: The platform provides real-time alerts to pet owners and veterinarians if any health parameters fall outside normal ranges, enabling timely intervention.
  • Data Analytics: PetPace employs data analytics to track health trends and generate detailed health reports, which can be accessed via a mobile app or web portal.

Outcomes/Results:

  • Improved Health Monitoring: PetPace has enhanced the ability of pet owners and veterinarians to monitor and manage pet health proactively, leading to early detection and treatment of potential health issues.
  • User Trust and Satisfaction: The platform has built trust among users due to its reliability and accuracy in health monitoring, contributing to its success and widespread use in the US​.

Regional Insights: Adoption Rates and Challenges in Western Countries and Asia

Western Countries:

High Adoption Rates: Digital health platforms are widely adopted in countries like the U.S., Canada, and the U.K., driven by high disposable incomes, advanced veterinary infrastructure, and a strong culture of pet humanisation.

Challenges: Despite high adoption, challenges include data privacy concerns, user education on new technologies, and ensuring accessibility for all socio-economic groups.

Asia:

Growing Adoption: Countries like China, Japan, and India are witnessing a surge in adopting digital health platforms for pets, fueled by increasing pet ownership and rising awareness of pet health.

Challenges: Economic disparities, varying levels of technological infrastructure, and cultural differences pose challenges to widespread adoption. In many regions, the focus is still on basic pet care rather than advanced preventive solutions.

Implications for Pet Owners

How Preventive Healthcare Solutions Benefit Pet Owners

  • Cost Savings on Medical Bills

Preventive healthcare solutions can lead to significant cost savings for pet owners by reducing the need for expensive treatments for advanced health issues. Regular check-ups, vaccinations, and early detection of potential health problems can prevent the development of severe conditions that require costly interventions. For example, a simple dental cleaning can prevent periodontal disease, which, if left untreated, can lead to more serious health problems requiring extensive veterinary care​​.

  • Enhanced Quality of Life for Pets

Preventive healthcare measures ensure that pets maintain optimal health throughout their lives. Regular health monitoring, a balanced diet, and timely vaccinations contribute to pets’ overall well-being. Healthy pets are more active, have better immune responses, and enjoy a higher quality of life. For instance, wearable devices like PetPace collars help early detection of health issues, allowing for prompt treatment and enhancing the pet’s quality of life​​.

  • Peace of Mind for Pet Owners

Knowing that their pets are receiving the best preventive care provides peace of mind. Digital health platforms that offer continuous health monitoring and telemedicine services allow pet owners to stay informed about their pets’ health status and seek professional advice whenever necessary. This reassurance is invaluable, especially for pet owners who view their pets as family members​​.

  • Educational Resources and Support for Pet Owners

Preventive healthcare solutions often come with educational resources and support systems for pet owners. Many digital health platforms provide access to information about pet health, nutrition, and preventive care practices. Platforms like Practo and Vetster offer resources and guidance to help pet owners make informed decisions about their pets’ health. This education empowers pet owners to maintain their pets’ health proactively​.

Implications for Industry Stakeholders

Opportunities for Veterinarians and Veterinary Clinics

Enhanced Service Offerings
  • Telemedicine and Remote Consultations: Veterinarians can expand their service offerings by incorporating telemedicine, allowing for remote consultations and follow-ups. This is particularly beneficial for routine check-ups and non-emergency situations, improving accessibility for pet owners who may find it challenging to visit clinics frequently​.
  • Health Monitoring and Data Analytics: Utilising digital health platforms that offer continuous health monitoring and data analytics can help veterinarians provide more personalised care. Wearable devices like PetPace collars enable vets to monitor patients’ vital signs remotely and intervene promptly when necessary​​.
Increased Client Engagement
  • Proactive Health Management: Veterinarians can foster stronger relationships with pet owners by engaging clients in proactive health management. Educational resources and regular health updates through digital platforms keep pet owners informed and involved in their pets’ health, leading to higher client satisfaction and retention.

Market Opportunities for Pet Product Manufacturers and Digital Health Companies

Growing Demand for Premium Products
  • Nutritional and Wellness Products: There is a growing demand for premium pet food, supplements, and wellness products designed for preventive health. Manufacturers can capitalise on this trend by developing and marketing products that cater to health-conscious pet owners​​.
  • Technological Innovations: Digital health companies have opportunities to develop and market advanced health monitoring devices, telemedicine platforms, and health management apps. Integrating AI and machine learning into these products can enhance their appeal and effectiveness.
Expansion into Emerging Markets
  • Asia’s Growing Market: The pet care market in Asia is expanding rapidly, driven by increasing pet ownership and awareness of pet health. Manufacturers and digital health companies can tap into this growth by tailoring products and services to meet the unique needs and preferences of Asian pet owners​​.

Case Study: Mars Petcare’s Expansion into China

Image Credit: Mars Petcare

Background

Us-based Mars Petcare is a leading provider of pet nutrition and health products, with a significant presence in the global pet care market. The division includes well-known brands such as Pedigree, Whiskas, Royal Canin, and IAMS. The brand has been expanding its presence in the Asian market, particularly in China. As pet ownership continues to grow rapidly in China, driven by urbanisation and changing lifestyles, Mars saw an opportunity to cater to the rising demand for high-quality pet care products and services.

Strategy/Approach

Market Research and Entry Strategy
  • Understanding Local Preferences: Mars conducted extensive market research to understand the preferences and behaviours of Chinese pet owners. This included studying dietary habits, health concerns, and the types of products that were in demand.
  • Tailored Products: Based on their findings, Mars developed products that catered specifically to the needs of Chinese pets. For instance, they introduced pet food formulas that addressed common health issues among pets in China, such as digestive health and skin conditions.
  • Local Partnerships: Mars partnered with local companies and distributors to ensure their products were widely available nationwide. This included collaborations with e-commerce giants like Alibaba and JD.com, popular platforms among Chinese consumers.
Marketing and Brand Positioning
  • Localised Marketing Campaigns: Mars launched localised marketing campaigns to resonate with Chinese pet owners. They utilised popular social media platforms like WeChat and Weibo to reach their target audience and build brand awareness.
  • Educational Initiatives: To educate pet owners about the importance of preventive healthcare, Mars initiated various educational programs and workshops. These initiatives aimed to raise awareness about proper nutrition, regular veterinary check-ups, and overall pet wellness.

Outcomes/Results

Market Penetration and Growth
  • Increased Market Share: Since its expansion, Mars Petcare has significantly increased its market share in China. Its tailored approach and commitment to understanding local needs have helped it establish a strong presence in the competitive pet care market.
  • Enhanced Brand Recognition: Through effective marketing and partnerships, Mars has become a well-recognised and trusted brand among Chinese pet owners. Their educational initiatives have also contributed to a more informed and health-conscious pet owner community.
  • Revenue Growth: Mars Petcare’s expansion into China has resulted in substantial revenue growth. The company continues to invest in the market, leveraging its success to further strengthen its position and introduce new products and services.

By leveraging their global expertise and adapting to local needs, Mars Petcare has successfully expanded into the Chinese market, setting a precedent for other companies looking to enter emerging Asian markets. This case study highlights the importance of market research, localised strategies, and partnerships in achieving successful market penetration and growth.

Importance of Partnerships and Collaborations in the Pet Healthcare Ecosystem

Collaborative Innovation
  • Joint Ventures and Partnerships: Collaborations between veterinary clinics, pet product manufacturers, and digital health companies can lead to innovative solutions and comprehensive care packages. For example, partnerships between wearable device manufacturers and veterinary clinics can enhance health monitoring and preventive care services​​.
  • Educational Initiatives: Partnering with educational institutions and animal health organisations can help spread awareness and educate pet owners about the importance of preventive healthcare. These collaborations can also support the research and development of new preventive health products and services​.
Integrated Health Solutions
  • Seamless Integration of Services: Creating integrated health solutions that combine various aspects of preventive care—such as nutrition, health monitoring, and veterinary consultations—can provide a more holistic approach to pet healthcare. This integration can improve health outcomes and enhance the overall experience for pet owners​​.

Future Trends in Preventive Healthcare for Pets

Emerging Trends and Innovations in the Industry

Personalised Nutrition Plans
  • Customisation and Precision: Personalised nutrition plans for pets are becoming increasingly popular. These plans are tailored to the specific needs of individual pets based on factors such as age, breed, weight, health conditions, and lifestyle. Companies like Nom Nom and Ollie provide custom meal plans designed to meet each pet’s unique nutritional requirements.
  • Data-Driven Diets: By analyzing data from health monitoring devices and veterinary records, these companies can create precise diet plans that help prevent health issues and promote overall well-being​.
Advanced Health Monitoring Technologies
  • Wearable Devices: The use of wearable devices like smart collars and fitness trackers for pets is rising. These devices monitor various health parameters, such as activity levels, heart rate, sleep patterns, and location. Examples include the FitBark and Whistle trackers, which provide real-time data to pet owners and veterinarians.
  • Health Monitoring Apps: Mobile apps that sync with these wearable devices offer comprehensive health monitoring solutions. They allow pet owners to track their pets’ health metrics, set fitness goals, and receive alerts about potential health issues​.
Integration of AI and Big Data in Pet Healthcare
  • Predictive Analytics: AI and big data are being integrated into pet healthcare to predict and prevent health issues before they arise. AI algorithms can identify patterns and provide early warnings about potential health problems by analyzing large datasets from health monitoring devices and veterinary records.
  • Personalised Care: AI-driven platforms can offer personalised care recommendations based on the pet’s health data. These recommendations can include dietary adjustments, exercise routines, and preventive measures to maintain optimal health. Companies like Pet Insight Project are leading the way in utilising AI for pet health analytics​​.

Predictions for the Future Market Landscape

  • Growth in Preventive Healthcare Market: The market for preventive healthcare solutions is expected to grow significantly in the coming years. Increased awareness about pet health, advancements in technology, and the rising trend of pet humanisation are key drivers of this growth.
  • Expansion of Digital Health Platforms: Digital health platforms offering telemedicine, health monitoring, and personalised care will likely become more prevalent. These platforms will play a crucial role in making preventive healthcare accessible and affordable for pet owners globally​​.
  • Innovations in Veterinary Care: The veterinary care industry will continue to evolve by integrating advanced technologies. Innovations such as AI-driven diagnostic tools, telemedicine, and personalised treatment plans will enhance the care provided to pets​.

Regional Insights: Expected Developments in Western Countries and Asia

Western Countries
  • Advanced Adoption of Technologies: Western countries, particularly the United States and Europe, are expected to lead in the adoption of advanced preventive healthcare technologies. High disposable incomes, a strong culture of pet pampering, and access to cutting-edge veterinary services will drive this trend.
  • Focus on Wellness and Prevention: There will be a continued focus on wellness and preventive care, with pet owners investing in premium products and services to ensure their pets’ health and happiness. Companies in these regions will likely develop more sophisticated and integrated health solutions​.
Asia
  • Rapid Market Growth: The pet healthcare market in Asia is poised for rapid growth. Increasing pet ownership, rising awareness of pet health, and urbanisation are key factors contributing to this expansion.
  • Challenges and Opportunities: While the market in Asia is growing, challenges such as economic disparities and varying levels of technological infrastructure need to be addressed. However, there are significant opportunities for companies that can tailor their products and services to meet the unique needs of Asian pet owners. Innovations in affordable and accessible preventive healthcare solutions will be crucial for market penetration​.

The future of preventive healthcare for pets looks promising, with continuous innovations and growing awareness among pet owners driving the market forward. By leveraging advanced technologies and focusing on personalised care, the industry can ensure that pets lead healthier and happier lives.

Final Thoughts on the Importance of Preventive Healthcare for Pets

Preventive healthcare for pets is essential for ensuring their long-term health and well-being. Pet owners can help their pets lead healthier and happier lives by focusing on prevention rather than treatment. Regular veterinary check-ups, vaccinations, proper nutrition, and health monitoring are critical preventive care components. These measures detect potential health issues early and prevent them from developing into more severe conditions that require extensive and costly treatments.

Advancements in digital health platforms, personalised nutrition plans, and health monitoring technologies have made preventive healthcare more accessible and effective. The integration of AI and big data is revolutionising the industry by providing personalised care recommendations and predictive analytics that enhance pet health management. As pet ownership continues to rise globally, the demand for these innovative preventive healthcare solutions will only grow.

What does this mean for Veterinarians and Pet Healthcare Brands?

For Veterinarians:

  • Embrace Technology: Incorporate digital health platforms and wearable devices into your practice to provide continuous health monitoring and remote consultations. These tools can help in early detection of health issues and improve patient outcomes​.
  • Educate Pet Owners: Play a proactive role in educating pet owners about the importance of preventive healthcare. Provide resources and guidance on proper nutrition, routine check-ups, and vaccinations to help pet owners take better care of their pets.
  • Offer Comprehensive Care Plans: Develop and offer comprehensive preventive care plans that include regular check-ups, vaccinations, dental care, and nutritional counselling. These plans can encourage pet owners to invest in their pets’ long-term health and well-being​.

For Pet Healthcare Brands:

  • Innovate and Expand: Continue to innovate by developing new products and services that address pet owners’ evolving needs. Invest in research and development to create advanced health monitoring devices, personalised nutrition plans, and AI-driven health analytics​.
  • Form Strategic Partnerships: Collaborate with veterinarians, technology providers, and other stakeholders in the pet healthcare ecosystem to create integrated solutions. Partnerships can enhance the effectiveness of preventive healthcare and provide comprehensive care options for pet owners.
  • Promote Awareness and Accessibility: Launch educational campaigns to raise awareness about the benefits of preventive pet healthcare. Address economic disparities and regional differences in pet healthcare practices to ensure that your products and services are accessible to a wide range of pet owners​​.

By working together, veterinarians and pet healthcare brands can ensure that pets receive the best preventive care. This collaboration will lead to healthier and happier pets and create a more informed and proactive pet owner community.

We live in a world where our furry friends can enjoy all the luxuries and milestones that we do. Welcome to the era where Barkday Parties light up the lives of our canines with festive celebrations, and Doga (Dog Yoga) sessions offer a serene bonding experience for pets and their owners. It’s a time when pet slimming classes are on the rise, ensuring our four-legged companions lead healthier, happier lives. 

The pampering doesn’t stop there. Grooming parlours are becoming as commonplace as coffee shops, with dog spas taking the experience a notch higher. Here, pets are not just groomed but are treated to a day of relaxation and care, ensuring they look and feel their best.

US-based coffee chain Starbucks offers pet owners a Puppacino for their furry friends, making it one of the most dog-friendly chains in the US.

Pet ownership is also undergoing a fascinating transformation in Western Europe as legislative measures increasingly prioritise the rights and welfare of our furry, feathered, and scaled friends. A prime example of this progressive shift is Spain’s groundbreaking move in 2022 to recognise pets more like family members than property. In a pioneering step, Spanish law now allows for the shared custody of pets between couples navigating separation or divorce. 

So, what does this mean for pet care brands?

Pet care product developers must design their products to align with the current trends in the category and the broader socio-cultural macro-trends appealing to humans. For instance, if creating a new pet food product, it is crucial to ensure it aligns with at least one of the current socio-cultural macro-trends. Since cats and dogs are considered humanised pets, the product must address key human food trends such as convenience, enjoyment, and health.

The global pet industry is valued at $246 billion, and Americans spent $89 billion on their pets in 2023.

Source: dogster.com

This movement toward humanising pets is reshaping the pet industry worldwide, influencing various products and other trends. It reflects a deeper bond between pets and their owners, where pets are considered part of the family. Let’s look at the humanisation trend and many others it’s feeding into. 

The Similarweb US data shows Amazon’s sales of products for dogs reached $11.3 billion (€10.4B) in 2023, an increase of 26.7% on the previous year. This represented 469.2 million units sold, up 23.4%.

#1 Premiumisation: Pets are beloved family members. This deep bond has sparked a major trend: a skyrocketing demand for premium pet products and services. Imagine spoiling your furry friend with gourmet, human-grade treats or decking them in the latest luxury fashion brands. Even high-end designers like Gucci and Prada craft exclusive pet accessories, and personalised services are becoming the norm. It’s a new level of pampering, showing how much these cherished companions mean to us. 

Source: Gucci website

#2 Functional and Natural Ingredients in Pet Food: The pet food industry is buzzing with innovation, focusing on incorporating functional and natural ingredients to address specific health issues. These may include digestive problems, joint stiffness, heart health, dental hygiene, radiant skin, and mental well-being. Brands are taking the initiative to develop clever formulas and source healthy ingredients to meet these needs, ensuring our beloved pets are fed and nourished.

New product categories and niches have also emerged. The pet care market is witnessing the introduction of innovative product categories, including raw pet foods, which cater to the demand for natural and minimally processed diets. These new niches address specific consumer preferences for feeding practices that closely mimic the ancestral diets of pets, offering alternatives to traditional processed pet foods.

Brand Example: Naturo Pet Foods Emphasises Functional Nutrition and Natural Ingredients

Naturo Pet Foods is a UK-based company that positions itself as a leading brand in the pet care industry. The company’s core brand identity emphasises natural ingredients and functional nutrition, which aligns with several consumer trends, including the demand for premium pet food options, natural and grain-free diets, and the humanisation of pets. 

Here’s what the brand does well. 

  • Naturo Pet Foods focuses on high-quality natural ingredients and targets pet owners who are concerned about the health impact of their pet’s diet.
  • It is committed to no artificial colours, flavours, or preservatives. Its products are dairy, soy, and wheat-free.
  • The brand caters to pets with allergies or sensitivities and offers grain-free options. It also has alternatives to traditional grains, including potatoes.
  • It emphasises local sourcing and human-grade processing. Transparency in sourcing and production standards builds consumer trust.
  • It is positioned as a responsible and ethical choice in the pet food market.
  • Its marketing highlights product innovation and consumer engagement.
  • The brand’s communications focus on tangible benefits and clear information on ingredients.
  • It uses digital platforms and subscription models for customer convenience and loyalty.

#3 Digitalisation in Pet Care: The rise of e-commerce and digital solutions in pet care has been significant, with the pandemic accelerating online shopping habits. This trend includes adopting pet care apps, online vet consultations, and digital pet health monitoring.​ 

Brand example: Pet Desk connects you to your pet’s vet via video chat

PetDesk is a telemedicine application offering a unique benefit. It allows you to connect with your pet’s veterinarian through video chat and has an easy-to-use interface to manage your pet’s medical needs, appointments, and other requirements.

All your pet’s information, including contact information for vets, preferred emergency animal hospitals, and groomers, is available in one place. The app’s homepage provides easy access to what’s open, call functionality, and website links, and sometimes even allows you to request an appointment or initiate a video call.

Once you create a pet profile, you can save health records and prescriptions and set reminders to give your pet medication, restock food and supplies, and schedule checkups through the ‘To-Do’ tab. You can also request birthday notifications. While an in-network vet is needed to make virtual appointments, anyone can use the app as a free pet medical records dashboard.

#4 Value Hackers and Wellness Pragmatists: With rising inflation, pet parents seek cost-effective solutions without compromising quality. This leads to trends like using loyalty programs for savings and the emergence of premium options within private labels. Additionally, there’s a shift toward pragmatic wellness, focusing on functional foods and supplements offering direct health benefits to pets in convenient formats​.

#5 Sustainability & Eco-Friendly Products: Pet owners and companies are increasingly concerned about pet products’ environmental impact. Innovations in this space include foods and treats with eco-friendly proteins like crickets and sustainable fish, biodegradable or upcycled cat litter, and compostable toys. Brands like Arch Pet Food, Instinct Pet Food, and We Are Independent are pioneers in creating more sustainable options​​.

Case study – Brown Living: Sustainable Pet Care Marketplace

Background

Founded in 2019 by the forward-thinking Chaitsi Ahuja, Brown Living carved its niche as India’s premier online marketplace exclusively for plastic-free products. Born from a personal endeavour to live sustainably, which Ahuja dubbed the “Nothing” project, Brown Living emerged as a response to the misleading “green” claims prevalent in the market. This platform is dedicated to curating products that are not only sustainable—meaning vegan, organic, and recyclable—but also contribute positively to our planet’s health. Their pet care category is growing. 

Impact and Growth / Market Presence

Since its inception, Brown Living has experienced impressive growth. The company’s commitment to eliminating plastic from its supply chain has led to significant environmental benefits, including reducing approximately 4.1 Kg of plastic per product sold, translating to a considerable decrease in carbon emissions. With operations across India, Brown Living has managed to break through the sustainability market, establishing a solid presence despite competition from major marketplaces like Amazon and Flipkart. 

The journey began with Ahuja’s solo efforts but has expanded to a dedicated team of 11 permanent members and a supportive network of 1,500 artisans and agencies. This expansion reflects Brown Living’s community-centric approach, emphasising collaboration and inclusivity in the quest for sustainability. Looking ahead, Brown Living aims to further establish its market presence through strategic partnerships and fundraising to become a leading sustainable marketplace. This vision for the future is aligned with the company’s mission to make sustainability an integral part of lifestyle choices, furthering their impact on the environment and society.

#6 Mobile Pet Grooming Services: The convenience of mobile grooming services has surged in popularity, with vans or trucks providing at-home grooming. This trend caters to the busy schedules of pet owners, offering a solution by providing individualised attention to pets​​.

#7 Pet Probiotics as Comprehensive Supplements: Beyond gut health, pet supplements are evolving to include a broader range of benefits, incorporating probiotics, vitamins, and even CBD. These supplements support overall health, addressing immunity, digestion, and stress relief. The expansion reflects a growing consumer awareness and demand for holistic pet health solutions​.

CBD in Pet Care: A Focus on Canine Wellness

Integrating Cannabidiol (CBD) into pet care, particularly for dogs, has marked a significant trend within the pet wellness industry. Research and sales data reflect a growing consumer interest in CBD products to address various pet health concerns, with dogs being the primary focus.

Data provided by the Brightfield Group in 2021 shows the popularity of CBD-infused pet products. An overwhelming majority—77%—of such products sold in the United States were intended for canine use. This trend highlights a growing trust and interest among pet owners in exploring CBD as a wellness supplement for dogs.

#8 Expansion of Pet Daycare and Hotels: As pet owners increasingly seek quality care for their pets while they work or travel, services like doggy daycares and pet hotels are expanding. These facilities offer more than just supervision; they provide enrichment activities, socialisation opportunities, and even luxury accommodations, reflecting the humanisation trend in pet care​.

#9 Growth of Direct-to-Consumer (DTC) Brands: DTC brands are gaining traction in the pet care industry, leveraging online platforms to offer specialised products and personalised experiences directly to consumers. This model allows for greater brand-consumer engagement, customised offerings, and convenience, appealing to the modern pet owner’s desire for tailored solutions and direct interactions with brands.

Chewy: A Case Study in Pet E-commerce Excellence

Source: Chewy website

Background

Chewy has established itself as a dominant force in pet e-commerce, offering an extensive range of over 65,000 products. The company has built its brand on customer obsession, competitive pricing, and fast delivery, treating pets and their owners as part of its family.

Approach

Chewy aims to exceed customer expectations through exceptional service, a vast product selection, and innovative solutions like the Autoship program. Its use of technology, including a user-friendly website and mobile apps, ensures a seamless shopping experience.

What It Does Well

Chewy excels in customer service, offering 24/7 support that goes above and beyond. Its competitive pricing and wide selection of products, including healthcare items and private brands, ensure customers can access everything they need at affordable prices.

Lessons Learned

The key takeaway from Chewy’s success story is the importance of putting the customer first, a strategy that has earned them unparalleled loyalty in the pet care market. Their investment in technology and innovation continues to set them apart, showing the value of constantly seeking ways to improve the customer experience.

#10 Non-Essentials Becoming Must-Haves: Pet owners are increasingly considering non-essential items such as pet cameras, interactive toys, and fashion accessories as essential items. This trend is due to the humanisation of pets and the owners’ desire to provide their animal companions with the best care and lifestyle. It points to a shift in consumer spending towards improving the quality of life for pets, resulting in luxuries becoming essential components of pet care.

Challenges in the Global Pet Industry

  • Market Saturation: The pet industry is highly competitive in some segments, making it challenging for new entrants to differentiate themselves.
  • Rising Costs: Economic fluctuations and inflation can increase production costs and impact consumer spending on pet products and services.
  • Regulatory Hurdles: The pet industry faces regulatory challenges, including food safety standards and the legal status of products like CBD supplements.
  • Technological Adaptation: Traditional pet care brands can find it challenging to keep pace with digital transformation and consumer expectations for tech-driven solutions.

Future Outlook

The global pet industry is poised for continued growth, driven by the deepening bond between pets and their owners. As consumers increasingly prioritise their pets’ health, happiness, and well-being, opportunities abound for brands that can innovate and adapt to changing demands. Sustainability, premiumisation, and digitalisation will likely remain key industry trends.

Final Thoughts

At a time when pets enjoy luxuries once reserved for humans, the global pet industry stands at the cusp of significant transformation. Brands that navigate the challenges of market saturation, rising costs, and regulatory complexities while capitalising on opportunities in premiumisation, health and wellness, and digital engagement are set to thrive. The future of pet care is not just about products and services but about creating holistic experiences that reflect the integral role of pets in our lives. As we progress, the industry’s ability to adapt and innovate in response to the evolving relationship between pets and people will be the hallmark of success.

In our latest research, we explore how brands can support Vets in the current economic climate by understanding their challenges and relationship with pet owners.

If you would like to learn more about this study or our work with veterinarians or the animal health sector, please reach out to Amy Lo at [email protected] or submit a research project brief here.

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If you would like to learn more about this study or our work with veterinarians or the animal health sector, please reach out to Hatty Gittins hgittin[email protected] or submit a research project brief here.

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