Key pet care marketing trends for 2024: Boost business growth

Content:

Growing a local pet care business

Trends in the pet industry

Numbers and facts

Expert opinions on pet care marketing

Growing a local pet care business

Growing a local pet care business involves implementing effective marketing strategies to engage pet owners across various platforms and address their unique needs. Here’s a comprehensive guide to help you navigate the latest trends and strategies for success in 2024.

Embrace pet-focused SEO

To enhance your online presence, ensure your website and blog posts are optimized for popular search terms related to pet care. Whether focusing on puppy training, specialized diet recommendations, or trendy pet toys, a robust SEO strategy that incorporates these common terms will boost your visibility in search engine results.

Targeting long-tail keywords—specific search phrases consisting of three or more words—can help you connect with local pet owners who are looking for the precise services your business offers.

Build online communities

Pet owners love to share adorable pet photos and stories in online groups. Establishing a strong presence in these communities can enhance your business’s reputation and expand your customer base.

Create engaging content that fosters conversation and interaction among group members. For instance, provide insights on pet health, offer pet training tips, or host a pet photo competition.

Host virtual classes

Virtual classes, covering topics from dog training to pet grooming, are an excellent way to attract new customers and offer value to existing ones. By sharing your expertise, you’ll establish yourself as an authority in the industry and build trust with your audience.

Virtual settings not only offer convenience for potential customers but also allow you to reach a broader audience beyond your local area.

Utilize mobile marketing

Given that we’re constantly on our phones, mobile marketing is an effective way to connect with your customers. Develop mobile-friendly content and strategies to ensure you are reaching your audience where they are most active.

Partner with pet influencers

Influencer marketing is increasingly popular, including within the pet care sector. Pet influencers—often charming pets with substantial social media followings—can significantly enhance your brand’s visibility.

By collaborating with the right influencer, you can drive more traffic to your website, increase brand awareness, and attract new clients.

Exploit user-generated content

User-generated content (UGC) is a valuable asset for your business. UGC includes images, videos, text, and reviews created by users rather than the brand itself.

Sharing your customers’ content demonstrates appreciation for your community and encourages further engagement. Encourage UGC by asking customers to share their pet photos or by organizing photo contests. Always seek permission before sharing customer-generated content!

Forge partnerships with local businesses

Creating community partnerships can harness the power of collaboration to offer additional value to your customers. Joint events, promotional exchanges, or package deals with complementary local businesses can help you reach a broader customer base. Consider partnering with bakeries specializing in pet-friendly treats, dog-friendly cafes, or pet toy stores—there are numerous possibilities!

Personalize your marketing

Personalized marketing involves customizing your services and communications to cater to the individual needs of your customers. It’s about making your clients feel valued and understood by your business.

Create a user-friendly booking experience

The booking process often represents a customer’s first interaction with your business. An efficient and user-friendly booking system can enhance client satisfaction.

Ensure your online booking system is integrated with your website and social media platforms, allowing clients to easily schedule appointments at their convenience.

Conduct regular customer surveys

Lastly, obtaining customer feedback is crucial for any business. Regularly seeking feedback through online surveys or reviews helps you understand your strengths and areas for improvement.

This feedback is invaluable for refining your services, addressing customer needs, and guiding the future direction of your business.

Trends in the pet industry

The pet industry has seen remarkable growth and evolution, driven by several key trends that reflect the changing attitudes and preferences of pet owners.

These trends include the humanization and premiumization of pet products, advancements in pet health insurance and smart pet technology, the rise of mobile pet grooming services, the impact of subscription models, and a growing focus on eco-friendly products and specialty services. Below is a detailed exploration of these trends.

Humanization of pet products

According to market research firm Packaged Facts, pet products are increasingly being modeled after human preferences and lifestyles, a trend known as humanization. This includes pet foods that align with human dietary trends such as non-GMO, organic, and fresh ingredients.

The report states that 70 percent of pet owners consider their pets’ diet quality as important as their own. This shift reflects a deeper emotional bond between pets and their owners, who now view pets as family members deserving of the same quality of life.

Premiumization

As per Market.US, there’s a noticeable shift towards premium pet products, with the global luxury pet market valued at $3.8 billion in 2022, expected to grow at a CAGR of 5.3 percent to reach $6.3 billion by 2032.

This trend highlights an increased demand for high-end accessories such as leather collars, designer pet beds and carriers, gourmet food items, and sophisticated health and wellness products for pets. The willingness to spend on luxury items underscores the growing importance of pets in people’s lives.

Pet health insurance

The pet health insurance sector is booming. In North America alone, a report by the North American Pet Health Insurance Association (NAPHIA) stated that there were more than 4.41 million insured pets in the region in 2021, up 27.7 percent from 2020.

Furthermore, the total amount of in-force premiums was $2.837 billion in 2021, a 30.5 percent increase from 2020. This upward trend is anticipated to continue as pet owners look to offset rising veterinary costs, ensuring their pets receive necessary medical care without financial strain.

Mobile pet grooming

A Global Market Insights report indicates that the mobile pet grooming market, estimated at $590 million in 2021, is forecast to grow at a CAGR of 8 percent to reach $1.17 billion by 2030. The convenience of having grooming services come directly to the customer’s home is driving this trend forward, appealing to the busy lifestyles of modern pet owners.

This service not only saves time but also reduces stress for pets, making grooming a more pleasant experience.

Subscription pet products

The subscription business model has made a significant impact on the pet industry. An example of such a business is BarkBox, a New York-headquartered company providing dog products and services by subscription at monthly rates ranging from $20 to $35.

According to Paddle.com, BarkBox’s subscription services—which include monthly shipping of themed dog food, toys, and treats—have benefitted some two million dogs since the company’s launch in 2012. Additionally, BarkBox has more than 600,000 subscribers and boasts a retention rate of 95 percent, demonstrating the model’s success and popularity among pet owners.

Smart pet technology

The integration of technology into pet care is one of the most innovative trends in the industry. Global Market Insights forecasts that the global pet technology market will reach $35 billion by 2032, expanding at a CAGR of 15 percent.

Smart pet technology includes IoT devices such as automated feeders, GPS trackers, and health monitoring wearables. These innovations provide pet owners with greater control and insight into their pets’ health and well-being.

Eco-friendly pet products

Sustainability is a growing concern among consumers, and this extends to pet products. The American Pet Products Association (APPA) notes an increasing demand for eco-friendly toys, accessories, and packaging in the pet industry.

Environmentally conscious consumers are seeking to reduce their ecological footprint by choosing products that are safe for the environment and their pets.

Specialty pet services

Specialty services such as pet photography, yoga, and even “pawdicures” are becoming more mainstream. According to Thumbtack, a US-based local services marketplace, requests for specialty pet services have increased by 40 percent from 2019 to 2021, indicating a growing market for unique pet-centric activities.

These services cater to pet owners who are looking for unique ways to bond with their pets and enhance their pets’ quality of life.

Growth in pet ownership

The foundational trend driving all others is the growth in pet ownership itself. The APPA’s 2023-2024 National Pet Owners Survey revealed that 66 percent of US households now own a pet, equating to about 86.9 million homes.

By generation, millennials comprise the largest pet-owning group at 33 percent, followed by Generation X at 25 percent, Baby Boomers at 24 percent, Generation Z at 16 percent, and Builders at 2 percent. This growing pet ownership base is fueling demand across all segments of the pet industry.

Numbers and facts

Rise of personalized pet products

Consumers are increasingly looking for personalized products for their pets, ranging from custom food blends to bespoke accessories. According to a survey by Packaged Facts, 46% of pet owners are willing to spend more on products that cater specifically to their pet’s needs.

The personalized pet product market is projected to grow at a CAGR of 8.5% from 2023 to 2028.

Growth in subscription box services

Subscription box services tailored for pets are gaining popularity due to their convenience and the excitement they bring to pet ownership.

The pet subscription box market was valued at $645 million in 2023 and is expected to reach $1.1 billion by 2026.

Popular services like BarkBox and KitNipBox have reported year-over-year growth rates of 20% and 18%, respectively.

Emphasis on pet health and wellness

There is a growing emphasis on holistic pet health, including diet, exercise, and mental well-being.

The global pet supplement market is projected to grow from $2.6 billion in 2023 to $3.8 billion by 2026, at a CAGR of 6.9%.

A study by the American Pet Products Association (APPA) found that 35% of pet owners have purchased a supplement for their pet in the past year.

Increased use of social media and influencers

Social media and pet influencers are becoming powerful tools for marketing pet products and services.

Pet-related content on Instagram saw a 20% increase in engagement in 2023 compared to the previous year.

Influencers like Jiffpom and Nala Cat have millions of followers, with brands leveraging their reach for targeted marketing campaigns.

Technology integration in pet care

Advanced technologies such as AI, IoT, and smart devices are being integrated into pet care products and services.

The global pet tech market is expected to grow from $5.5 billion in 2023 to $20 billion by 2028, at a CAGR of 29.7%.

Products like smart collars, automated feeders, and health monitoring devices are leading this trend, with smart collar sales alone projected to reach $1 billion by 2025.

Eco-friendly and sustainable products

There is an increasing demand for eco-friendly and sustainable pet products as consumers become more environmentally conscious.

A survey by Nielsen found that 73% of millennials are willing to pay more for sustainable pet products.

The market for sustainable pet products is expected to grow at a CAGR of 7.2% from 2023 to 2027.

Enhanced focus on pet insurance

Pet insurance is becoming a crucial aspect of pet care, offering financial protection and peace of mind to pet owners.

The global pet insurance market was valued at $7.9 billion in 2023 and is projected to reach $14.9 billion by 2027, growing at a CAGR of 13.4%.

In the US, the number of insured pets increased by 23% from 2022 to 2023.

The pet care industry is witnessing significant shifts, driven by consumer demand for personalized, tech-integrated, and sustainable products. Companies that adapt to these trends by leveraging technology, enhancing product personalization, and maintaining a strong online presence through social media and influencers are poised to succeed in the evolving market landscape.

Expert opinions on pet care marketing

Lucas Ryan, founder of pettech innovations “The integration of wearable technology for pets is a trend to watch in 2024. Devices that monitor pet health metrics, such as activity levels and sleep patterns, will become more popular. Marketing strategies should highlight how these innovations can enhance pet well-being and provide peace of mind to pet owners.”

Jessica Turner, senior marketing analyst at PetTrend Insights “Sustainability will be a major focus for pet care marketing in 2024. Consumers are becoming more eco-conscious and are looking for brands that prioritize sustainable practices. Pet care companies should highlight their commitment to environmentally friendly products and packaging to attract this growing segment of eco-aware consumers.”

Robert Kelly, founder of petcare digital solutions “The use of chatbots and virtual assistants will revolutionize customer service in the pet care industry. In 2024, brands that implement these technologies will offer 24/7 support and personalized recommendations, enhancing the customer experience. This will be crucial for maintaining a competitive edge in a rapidly evolving market.”