Under the social background of the growth of pet owners and the change of pet concepts, the scale of the pet consumer market has been expanding. According to iResearch statistics, the size of China's pet economy in 2020 is close to 300 billion yuan, and will maintain a compound annual growth rate of about 14.2% in the next three years.
The continuous upgrading of young consumers' pet concepts and methods has promoted the development of the pet products market and brought continuous growth opportunities to pet washing and pet beauty segments. The report "Pet Industry Depth: The Rise of the "It Economy", the Broad Space of the Pet Supplies Industry" released by Industrial Securities shows that the daily consumption of pet daily necessities and pet cleaning supplies is large, the purchase frequency is high, with an average of 2.7 times and 2.5 times per quarter, and the market size accounts for the largest proportion, accounting for 38.80% and 38.31% of the entire pet supplies market, respectively. Euromonitor's report also noted that sales of pet care surged 8.7% in 2020, with "pet food, accessories, grooming and other products benefiting the most from the pandemic, up 8.1%, 10.3% and 11.3% respectively." ”
Behind the trend of refined pet raising, there is a group of pet owners in the new era, who pour more emotion into pets and pursue healthy and happy pets. "China's new consumption development insight report" mentioned that pet consumption is a kind of "concept consumption" based on satisfying emotions, as people's desire to be satisfied emotional needs become more and more intense, the penetration rate of pet families will continue to increase, China's pet economy is expected to have 200 billion growth space in the next 3 years.
Niche high-end hair care brand Ouai designs bath products for pets
In China, the pet consumer market is showing considerable development opportunities, according to the data in the "2020 China Pet Industry White Paper", the number of pets and pet owners in the mainland continues to grow, in 2020, the number of dogs and cats in China has exceeded 100 million, and the number of dogs and cats has reached 62.94 million, an increase of 2.8%; of which more than 60% of pet owners are distributed in first- and second-tier cities. Not only that, the "2020 China Pet Consumption Market Report" also shows that the annual consumption amount of Chinese per pet in 2020 is 6653 yuan, an increase of 19.6% over 2019, which shows that while the number of pets is steadily increasing, pet owners are more and more willing to spend money for pets.
In fact, many consumers are familiar with the famous beauty and personal care brands that have already entered the pet grooming care industry.
Forerunners in this industry include: Ouai, a niche high-end hair care brand launched by The Kardashian family's star hair stylist Jen Atkin, a brand with a good reputation in the industry, launched an exclusively designed bath product for pets in 2018, which contains apple cider vinegar, aloe vera leaf juice and tamarind fruit extract, in addition to cleaning, moisturizing and bringing luster to hair, it can also allow pets to carry aromas such as Italian lemon, Turkish rose and jasmine.
Kiehl's series of hugging pets
In 2016, L'Oréal's premium brand Kiehl's launched a series of hug pet wash products, including hair shower gel, hair softening milk and hair cleansing spray; Pola also has a shower gel tailored for pet dogs; Australian organic skincare brand Aesop, founded in 1987, began launching pet cleanser specifically for pet skin and hair as early as 2014.
Aesop's exclusive product in Little Red Book at the beginning of its entry into Little Red Book - Pet Cleanser.
Under the cusp, consumer goods giant Unilever launched the pet brand Dori Planet, which aims to improve pet health and provides a full range of daily care products for pets. In response to the problems of bacteria mites that are easy for pets, we have launched six products, including special body sprays, environmental sprays, no-wash shower gels for cats, and sterilization wipes.
Unilever enters the Chinese pet care market
Parisa Fowles-Pazdro, founder and CEO of one-stop pet supplies store Maxbone, said that while brands of all kinds are continuing to enter this market, there is still a lot of empty space to fill in the practical pet products market, which is a multi-billion dollar industry and still struggles for many people to find high-quality products for their beloved pets.
Makeup for pets, as early as the 18th century in France, at that time, poodles belonged to the pets of high society, its appearance and image is also a symbol of aristocratic status and status, in order to make dogs more fashionable and beautiful, nobles will choose to pet grooming, dyeing and even bring beautiful jewelry, so that they become a beautiful landscape on the street.
To this day, in order to chase the traffic on social media, bloggers began to gradually "anthropomorphize" pets, shooting various videos to attract attention, the topic of "pet makeup" was played more than 250,000 times on Douyin, and there were also teaching posts such as "how to draw blush for cats" on the Little Red Book, and the Little Red Book blogger "Adc does not play blue buff" on the blush pet corgi is even more popular, the highest video likes up to 79,000, "shoveling officer" In order to catch up with this wave of trends, we have also begun to look for suitable pet blushes, hair dyes and other pet beauty products on the e-commerce platform, but as of now, no well-known brands have been formed, and most of the "love beauty" shovelers generally go to pet stores to seek hair coloring services.
Search for the results of "pet blush" on the shopping platform
There are also some pet owners directly use human cosmetics to put makeup on pets, professionals think that this is an extremely dangerous behavior, in ordinary cosmetics usually contain fragrances, pigments, essential oils, preservatives, surfactants, although the owner will try to avoid pet accidental ingestion, but it is still possible to cause pet eye inflammation, sneezing, skin redness and hair loss allergy symptoms.
On top of these apparent market demands, back to a more practical question, bathing, shearing, scaling and massaging pets is to ensure the skin and health of pets, so is makeup really necessary for pets? Is it just to satisfy the pet owner's "selfish desires"?
As we all know, cats and dogs and other pets themselves have the habit of licking hair, such as cats to lick hair 600-800 times a day, in order to keep the body clean, any hair dyeing cream cosmetics may be licked into the stomach, resulting in serious health problems.
Pet grooming
Katrina, a pet makeup artist who works in San Leandro, California, said: "In my 15 years of giving makeup to pets, I have found that makeup and styling can also change the personality of pets and make them more confident. ”
A BBC dog grooming series, Dog Perfection, caught the attention of the Royal Society for the Prevention of Cruelty to Animals (RSPCA), which featured footage of hair dyeing and nail painting. The association warned of the prohibition of "inappropriately anthropomorphizing" pets, as well as otherwise unnatural alteration of their appearance, noting that "doing so is not only unnecessary, but can be harmful and can also hinder pets from expressing their natural behavior." ”
In general, the pet consumer market will inevitably move in a more refined, functional direction, although the market consumer group is considerable, the market is huge, but the market education of scientific pets is still not perfect, human beings can not in order to win traffic or meet the "selfish desires" and deprive pets of the right to healthy survival, to opportunistic businesses to bring profit opportunities. BINC
Written by: Lucy Geng
Edit: Lee
Image source: Network