With the new year moving in gear, trendsetters are already predicting what will be the new trends for the growing pet industry. Since 1994, America has shown to have an increasing total in pet industry expenditures every year – even during the 2007–2009 recession – and has reached an estimation of $75.38 billion at the end of 2019. As society becomes more and more convenient due to new technology devices, the pace of life and workflow also increases, creating a gap between social relationships that are only sustainable through mobile devices. Thus, pets are being valued more than ever, as we learn to appreciate the comfort and loyalty pets bring. As a result, the more developed one’s society is, the more life quality of their companion increases, which brings us three categories that will be trending in the pet industry that digital marketers should watch out for in 2020.

US Pet Industry Market

  1. Pet food

Pet food is undoubtedly the biggest part of the pet industry, thus also the most competitive. Learning some new pet food trends just might give you that edge in marketing your brand better. 2017 and 2018 have shown some evolution in fast-food restaurants as they offered food for your pets as well. Popular eatery like In-N-Out, Starbucks, Shake Shack, Sprinkles, etc. in California has been offering pets exclusive treats for your dogs and customers have been raving about them. As food trends have involved from pets’ exclusive food in daily eateries, 2020 is expecting another hurricane of food evolution to be organic, Ketonic, and vegetarian.

Similarly, pet food will be taking in this trend, becoming more environment-friendly, vegetable-based instead of meat only, or following a certain diet like Ketonic to keep your pets in shape and healthy. Thus, digital marketers must keep in mind the latest food trends to appeal not to the pets, but their owners by sticking close to a lifestyle that appeals to them.

2. Pet care

How to take good care of your pet is probably one of the most frequently asked questions amongst the pet industry. Like humans, different pets have different needs, and not every type of pet has the same needs as others. The condition of pets depends on their lifestyle, diet, and grooming before they were bought, gifted, or adopted. Because of this, digital marketers have to look at their clients and focus on the highlights of the products so it can cover as many issue owners might occur with their pets as possible.

One of the solutions in the pet industry is to incorporate supplements for pets’ health into their diet. Products like collagen-rich pet broth, or customized pet food with prescribed medication mixed in are now available so your pets can receive the best diet that would improve their health and longevity. Additionally, pets’ psychological health is also getting more attention to prevent common mood disorders such as depression. Many forms of relaxation and entertainment such as TV channels for pets and innovation in pets’ toys are made to ensure your pets are healthy both physically and psychologically.

3. Pet services

With the fast pace of life nowadays, pet owners might find it difficult to spend as much time taking care of their pets while still maintaining their life quality. Thus, gives way to many pet care services that are assured to be marketed on in the pet industry. Services such as exercising, grooming, and boarding are proved to be the most focused on, as “grooming and boarding facilities is growing at a significant growth rate of 5.2% over the forecast period” according to a market research report of the pet industry in 2018.

New technologies have also been incorporated in the pet industry to deliver pet products that will always allow their customers to keep track of their pets’ well-being. A few examples of this are “smart leashes to track time and distance” your pet has walked, auto-feeding machine that can be set ahead of time, or pet taxi services that allow you to bring your pets along for the ride, etc.

It is easy to find anything you want on the Internet in the 21st century, but it is hard to find out which is the best when it comes to different needs and wants from a large pool of customers. This is something digital marketing aims to do: to make owners’ life easier by finding out not the best, but the most suitable products and services to ensure their happiness, as well as your pocket. With the power of digital marketing in 2020, the pet industry can be assured that their products will reach potential customers, as well as buyers to the best supplier for their pets.

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