RANGE REVIEW: PET & BIRD CARE


clothing and grooming styles. Mintel’s research lays bare why millennials’ pet requirements will increasingly be high priority for retailers. Two-in-five (40 per cent) of young pet care buyers admitted that they would spend just as much money on their pet at special times of the year such as Christmas as they would on a friend, compared to an average of 32 per cent of all buyers. And, this year, national retail chain Pets at Home made headlines with its Easter egg-style treats for dogs, cats and small animals. Mintel retail analyst Chana Baram said pets are increasingly being viewed as family members: “Pet owners are willing to offer animals their own products and unique items, which often carry a higher price tag and help to drive category growth.


“This ranges from animal-friendly pancakes and wine to dog hiking boots and animal sleeping bags. The more pampered pooches enjoy dog beds with memory foam mattresses. Our research shows that millennials are particularly devoted to their furry companions. As the age of having children increases, some young people are opting to first get a pet and treat them as a family member.”


The rise of social media Another factor that’s shaping the fortunes of the pet trade is the rise of animal social media influencers, which are most likely to appeal to the millennial demographic. ‘Doug the Pug’, for example, has 3.7 million Instagram followers. So, where will future market


growth come from? Mintel’s Chana Baram has a theory: “There are already pet Christmas and birthday presents available from a number of retailers, but the willingness to spend just as much on a pet as a friend


shows that there is an opportunity for retailers to offer more event- specific


products. Having pet


products for seasonal events such as Valentine’s Day would likely prove popular with young consumers, and this could extend to other events such as weddings or funerals.” Mintel found that 59 per cent of British consumers own a pet, with full-time workers the most likely to own one (66 per cent). Dog ownership peaks among men, with 35 per cent owning a hound compared to 31 per cent of women, and younger millennials aged 19-28 (42 per cent). Cat ownership peaks among Brits aged 25-44. A third (33 per cent) of Brits own a dog while three in 10 (29 per cent) own a cat.


Market expansion Projected expansion of the pet sector is a key reason why Pets at Glee, part of the Glee exhibition at Birmingham’s NEC in September was a vital area of the show. A study carried out for Glee found that, according to AMA Research, the total UK pet market was valued at £6.5billion in 2017, when the pet market accounted for 1.8 per cent of the UK retail market. Analysts have predicted “modest but continued steady growth” in the pet market, with a value of £7billion forecast for 2020-21. Glee event director, Matthew says: “The pet care


Mein,


sector is witnessing a trend for pet anthromorphism, consumers


increasingly treating their pets as humans, and this is driving category growth. An unprecedented level of premium and artisan products has launched over the past five years, projecting luxury pet goods into the mainstream market. Owners are increasingly mirroring human styling and healthcare trends for their


pets, which they want


to feel cared for, comfortable and mentally stimulated.” According to


Mintel, pet


ownership has declined by seven per cent over five years, with just over half (56 per cent) of UK households owning a pet – down from 63 per cent in 2012. However, increased spending saw the UK pet food market valued at £2.65billion in


www.diyweek.net


11 OCTOBER 2019 DIY WEEK 17


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32