Yvethe Tyszka is a creative and dynamic global marketing executive at Zesty Paws & Solid Gold Pets.
In 2020, the pet industry reached a milestone with sales totaling $103.6 billion, a historic high, according to the American Pet Products Association (APPA) State of the Industry Report. And despite the current economic trends in 2022 that are impacting nearly every industry, the pet industry is proving to be resilient and is still experiencing growth in multiple categories. When SuperZoo, North America’s largest pet retail event, returned last month with more than 1,000 exhibitors and 16,000 visitors and a record-breaking number of new products on display, it was apparent that recession fears are not disrupting the pocketbooks of pet parents.
Pet supplement sales were up 11% from August 2021 to July 2022, and online search volume growth across pet retail channels indicated a continued interest in dental health, hairball control and anxiety health products. Given this data, paired with the societal trend that we are seeing of the humanization of pets with the ongoing arrival of products like functional supplements, pet backpacks, customized apparel and mobile vet and grooming stations, it is no wonder that the industry is thriving. Millennials are the largest group of pet owners in the United States at 32%, and they are spending an average of $133 per month on their pets, as noted by PetKeen. Meanwhile, the growing trend of the humanization of our animal companions is vastly being led by millennial and Gen Z pet parents who are dedicated to supporting their pet’s health and wellness. That said, pet owners of all ages and income levels are showing an increasing interest in taking care of their furred family members. As the teams behind Zesty Paws and Solid Gold Pet walked the show floor, three standout trends were on full display at SuperZoo 2022 and will likely impact the future of the industry. Let’s take a look at them.
One major shift in the industry is the adoption and acceptance of the idea that pet food, treats, vitamins and even toys should serve a purpose for a pet and not just be fake or filler. From digestion to behavioral support, pet parents are looking to add intentionality to their purchases and have a purpose for what they are feeding to their furry family members.
Pet parents still want to spoil their pets and provide fun, exciting bonding moments, but now, we have seen rope toys and tennis balls being replaced with enrichment feeding toys like the LickiMat Keeper or Augie Bones and functional ingredients are being added to treats, kibble and more.
Like A Poke Bowl, But For Your Dog
Toppers, shakers and powders, oh my. This year, we saw many brands changing the forms in which nutrients can be delivered. In the same way that humans enjoy differentiation in their meals by making Italian one night and then Mexican the next, these new formats for delivering food and nutrients to pets offer a similar customization factor and a “homemade” feel to serving your pet their breakfast and dinner.
By using a topper of beef broth or shaking two teaspoons of a topper on wet and dry foods, pet parents can be active participants in providing their pets with added health benefits that are made just for them. This trend is undoubtedly fueled by the idea of pet humanization, which has received a lot of attention in mainstream media over recent years, and data from the Global Pet Expo 2022 recap discovered top pet trends all point to the acceleration of the humanization of pets.
Good For The Planet (And Your Pet)
The increasing talk of climate has caused trends in sustainability to rapidly accelerate, and we are seeing more and more energy being put into finding lasting solutions to shape our future. From the introduction and application of using new proteins like insects and plant-based alternatives to debuting bamboo, eco-friendly packaging and limited-ingredient, natural formulas, the trends that are taking shape in products and packaging for humans are also in the pet world. Brands like Trio, The Marvelous! Company and WestPaw stood out to us as leaders in the eco-friendly space, making a difference for our pets and the planet.
The unprecedented, yet positive changes in the pet industry have been something that none of us could have fully predicted, but thankfully, all signs point to the industry maintaining this momentum even through an inflationary environment. As the pet health, wellness and accessory industries continue to grow, keep an eye out for these three trends as you shop.
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