The Pet Parent is Evolving. Is Your Brand Keeping Up?
As a marketing firm focused on research and strategy for global and national pet care names like Banfield, VCA Animal Hospitals, Royal Canin, VitaGravy, and BluePearl Pet Hospital, we’re immersed in the trends and cultural shifts that are shaping pet parents’ behaviors right now.
Drawing on our deep roots in human healthcare, Fraser developed a robust, immersive lab tailored to support our pet brand clients. While our assignment was to gain industry insights from veterinary leaders and specialists to guide brand positioning and strategy recommendations, we elevated the study with a more holistic approach. Going beyond the discussion guide, we triggered a conversation about the evolution of the “pet parent” over the past several years. This stimulus sparked new perspectives and fresh ways of thinking.
While our global study is proprietary, check out some trends and takeaways:
- Triggered by the pandemic when the desire for companionship was higher than ever, the act of humanizing a pet has significantly grown. One focus group respondent even said, “I wish the IRS would let us claim them on our taxes.”
- People expect the same level of pet care as their own health care. This trend has increased pet care sales overall and is driving the premiumization for more “human-like” products—fresh foods, clean-label treats, subscription-based wellness products, premium bedding, customized nutrition plans, therapeutics, and functional supplements. Beyond health, pet parents are prioritizing home designs based on their pet’s needs. They’re also planning pet birthday celebrations and pet-centric travel accommodations.
- With pets increasingly viewed as family members, long-term planning has become a priority, driving steady growth in pet insurance enrollment.
The pet market is no longer driven by basic needs like food, vaccinations, and emergency services. To stay competitive, pet brands need to:
- Identify pets as family
- Emphasize wellness and overall health
- Lead with longevity
- Be predictable with pricing
- Focus on transparency as a brand
By helping brands draw connections in unexpected ways, we unlock marketing opportunities that they never knew existed.
As an agency focused on pet care, Fraser partners with national and global companies to uncover and translate trends and cultural shifts into smart strategies and effective campaigns that deliver real impact, whether it’s brand positioning or launching a new product.
Reach out to us for a no-cost brainstorm and marketing evaluation.
