The trend of anthropomorphising a pet has changed significantly over the years. From addressing basic welfare to now creating opportunities for them to thrive, pet humanization is becoming more sophisticated. This flows into the pet health and wellness area where consumers are not only aware of their pets’ basic physical needs but also their emotional and mental well-being.
In today’s world, as people focus on the desired outcome of their consumption, they also extend this perspective to their pets. As owners look for specific benefits for their pets, the concept of states of need comes to the fore.
Need states in pets is still a nascent concept, but its exploration can serve as a powerful fuel to inform pet care product innovation processes.
Source: Euromonitor International
Framing the states of need in pet health is relatively uncharted territory, but understanding the current state of the industry indicates that the most conceivable states of need in the pet universe encompass more vast physical and physiological territories on the one hand, to more. emotionally and mentally to others.
When it comes to pet health care, the spectrum of a pet’s physical and physiological well-being remains paramount. This is one of the main needs that pet owners say they tend to focus on, especially for the visual evidence it offers. With this in mind, there are segments of pet owners who look beyond calorific intake and look for functional benefits such as good digestive health, better mobility, and immune system health. .
Although pet food constitutes the primary source of nutrition and a primary medium through which functional benefits are placed, pet treats are also witnessing an evolution where functional benefits lead to offers . On the pet food front, Euromonitor International’s Product Claims and Positioning system shows how the online availability of SKUs with health-related claims has grown. Such claims play an important role in communicating the specific health benefits of a product.
An increasingly important part of holistic wellness in pets is the use of pet food supplements. As owners look to proactively manage the quality and longevity of their pet’s life, pet dietary supplements are increasingly coming into homes. This is also indicated by the growth recorded by the category.
During the analysis period (2018-2023), the global dietary supplements recorded a 9% value CAGR to reach USD2.1 billion by 2023
Source: Euromonitor International
Pet owners are taking a more proactive approach to managing their pet’s health, creating opportunities for maintenance, and prevention-focused offerings in the non-therapeutic space.
A growing space of emotional and mental needs is in pets
A pet’s emotional and mental health is an important part of their overall well-being. Human understanding of this aspect of pet health stems again, from a growing awareness of both in oneself. When it comes to managing a pet’s emotional and mental health, options can range from play and behavioral training to consumables that address needs such as stress, anxiety and relaxation. Within consumables, ingredients play an important role in delivering the expected benefits. Brands range from the familiar, including chamomile, omega 3 and 6, L-theanine and valerian, to the controversial, like CBD.
Beyond mood and behavior management, training and interaction are essential to enabling a pet to thrive. While treats are well known to support training activities, interactive activities such as play may seem like a space exclusive to pet toy manufacturers. However, pet food brands should not be shy about exploring opportunities in this space. In May 2023, Nestlé Purina launched Friskies Playfuls – cat treats with shapes and designs intended to encourage play.
Brands that incorporate elements of play into mealtimes or treat occasions can create a strong association between play and their brand.
Source: Euromonitor International
From an industry perspective, ingredients and formats that address states of emotional and mental need have the potential to drive innovation and category growth.
The road ahead
As pet owners become more aware of the expected results, key benefits such as digestive, skin and coat health, mobility, immunity, and stress management continue to drive product development in different categories of pet care. However, the topic of pet health needs states requires deeper investigation. Understanding the role technology and AI can play in this is also necessary. AI has the potential to power the future of pet healthcare, where it can not only help detect states of need, but also drive hyper-customization that can serve as a value proposition for premiumization.
Basically, as people’s needs and desires are reshaped over time, their preferences for their pets tend to mimic their own. Brands that understand changing patterns early have the potential to create and shape categories.
Additional insights into pet health need states can be found in our report Holistic Wellness in Pet Care: Creating Value Through Broader Need States, and you can read our blog article on the Growth and Expansion of Pet Dietary Supplements for for more insight on Pet Dietary Supplements.
