The relationship between dogs and humans can be traced back as far as 30,000 years ago. But our four-legged friends no longer help us hunt, and instead we send them Valentine’s cards (Moonpig reported a 30% year-over-year increase this year).
Pets have never played a bigger role in our lives. Not only are we welcoming more furry friends into our homes, with 3.2 million households adopting a pet during the pandemic alone, 85% of us now see them as part of the family.
Like all family members, we want to do the best for them, but how we do this is changing faster than living memory, as we live in unprecedented times: adapting to the cost crisis of living; digital reshaping everyday behavior; Maintenance; the transition from health to holistic well-being; and a more diverse and complex food landscape than ever before.
It’s a huge opportunity for ambitious pet food brands ready to seize their moment — and a threat to those who don’t stand still.
The Digital Landscape and Direct to Consumer
Like all FMCG markers, we have moved into a world where the consumer is calling and competition continues to intensify, thanks to the rise of subscription services and direct to consumer models, with brands no longer competing against some big names. Today countless digital brands are vying for market share, catering to growing instant gratification and catering to every specific need and want (of which there are many) — and the list keeps growing.
The Cost of Living Crisis
As most households look at every aspect of their spending, many trade in favorite brands to make ends meet. Each product must justify its existence and add value as before. There are opportunities to deliver moments, not just food, as families tired of tight wallets look for small ways to brighten dark days, including family movie nights, festivals of hump day, Saturday brunches and having uncomplicated fun in a serious world. All occasions and moods are now part of the pet, but there are many more ways to add value.
Maintenance
Not only are we all more concerned about food miles and packaging, the impact of meat consumption is a growing concern. Many of us are trying to limit meat consumption and, since it is still the main ingredient in most pet food, this concern will only grow in this market. As people adapt to more flexitarian and even meat-free diets, expect more of this in pet food. We’re already seeing insect-based brands and other protein alternatives, and more to come.
Goodness
As we continue to optimize every part of our lives for greater well-being, the demands for less processed, more natural ingredients and even raw products in the pet food market are increasing. This is just the beginning though. We’re seeing mood-enhancing ingredients, fortified protein and cutting-edge science to balance the gut. As fasting, avoiding glucose spikes and fermented foods become mainstream for humans, the needs for pet food to enhance every aspect of well-being will only increase.
Wider Food Preferences
But the explosion of new pet food preferences isn’t limited to health. Human food has never been more interesting, with more international cuisine and the rise of street foods. The perennial ‘at home gourmet’ trend is here to stay, best demonstrated by Saturday’s kitchen success. Our increasingly diverse and sophisticated tastes have already been projected onto our pets with gourmet offerings, but going forward, expect more textures and flavors that stimulate all the senses, not just the taste buds.
Real vs. Virtual Life
Nowadays, as life becomes more digital, there is more anxiety about keeping it real. Parents are becoming more tense about children on screens and many of us see a return to nature as more aspirational. So we’re seeing more pet foods that are more accessible to that sense of ‘wild instincts.’ Eating more naturally with an ‘outdoorsy’ feel can relieve the tension in a constantly preprogrammed digital life. Like most people who drive a Land Rover feel pretty adventurous…even if they rarely go off-road.
So, in summary, family life is changing faster than generations. As pets become a part of the family, ambitious pet food brands have an opportunity to embrace change and grow by being more present in these all-important moments. Those that remain alike risk being relegated to history, as relevant today as the first hunter-gatherer dogs.
Andrew Hovells is Strategy Director for Live and Breathe. He has over 23 years’ experience as a strategist focusing on FMCG and retail, with clients such as Wm Morrison, ASDA, Greggs, Yorkshire Tea and Carlsberg. His experience spans brand strategy, media, digital, PR and consumer. He has done things like launching ASDA’s first sustainable store and taking Wm Morrison from regional player to national powerhouse.
