New routes to premiumisation

The company's latest report highlights how humanisation is creating an exciting innovation platform from which to launch products better targeted towards pet owners, providing brands with new routes to premiumisation which evolve in line with human trends.
Melanie Felgate, senior consumer analyst for GlobalData, comments: "Owners are seeking out pet products which they identify with. For example, if a pet owner's consumption habits feature lots of snacks, they will buy lots of snacking treats for their animal, or if the owner eats only gluten-free food, the same goes for their furry friend."

Considering two-thirds of consumers globally now own a pet, according to GlobalData's survey in the fourth quarter of 2016, brands must respond to the evolving lifestyle choices and habits of their owners to capitalise on this lucrative market. Pet snacking, for example, presents a key opportunity for pet food brands. Humans no longer rely on the traditional three meals a day, with 72 per cent snacking at least occasionally between meals, according to GlobalData's global consumer survey in the fourth quarter of 2015. This sentiment rises to 82 per cent among pet owners specifically, with the main motivation to snack cited as being to treat or reward oneself.
Felgate explains: "Snacking habits are being passed on, as owners look to treat their pets while also indulging themselves. Given snacking levels vary by time of day, there is a chance to broaden consumption occasions by targeting pet snacks towards specific times of day. Breakfast biscuits explicitly target morning consumption, for example; a concept which could also work in the pet food space to target morning dog walks."

Another humanised trend identified by GlobalData is clean eating. The clean movement is growing as consumers seek natural products, free from artificial ingredients, chemicals and toxins. With almost half of pet owners surveyed by GlobalData in the first quarter of 2017 highly attentive to the ingredients used in pet products, an opportunity exists for brands to utilise clean messaging and cues to capitalise on the trend, and address the needs of growing numbers of consumers seeking a cleaner lifestyle for themselves and their pets.
Felgate comments…