Recently, Xiaohongshu and Yicai released an insight report on the pet industry. The report points out three new consumer trends in the pet industry: scientific pet raising, special pet use and two-way running. In fact, these three trends are already clearly highlighted in 2024.
Trend 1: Scientific pet raising
Scientific pet raising is mainly reflected in the choice of pet staple food, and consumers will be proficient in paying attention to the unique nutritional ratio of pets at different stages/ages.
Under such consumer demand, the online market scale of pet staple food has accelerated. At the same time, the sales of staple food products with high fresh meat content and rich in natural fruits and vegetables performed well, the growth rate of functional staple food was fast, and the staple food soup cans with less natural additives also showed explosive growth.
According to whale staff data, in 2024, the sales volume of pet staple food in a certain east will increase by 20% year-on-year, and the sales volume will increase by 10% year-on-year.
*The data comes from Whale Staff (obtained and counted from public sources, and the data is for reference only)
At present, the best-selling cat food on the Internet includes NetEase's carefully selected natural grain-free cat food, Fregat's 70% fresh meat content cat food, McFudy beef/cod/salmon freeze-dried cat food, Lan's freeze-dried cat food for hunting birds and pigeons, etc.
The best-selling dog food includes Crazy Puppy 30% Fresh Chicken Breast Sandwich Dog Food, McFudy Beef/Salmon/Spirulina Freeze-Dried Dog Food, Lan's Wild Hare Dog Food, etc.
Growth opportunities for brand enterprises: pet staple food brands need to continue to learn in this field to improve product quality and professionalism, especially in pet food with cost-effective, natural additive-free/less additive, scientific and professional formula and other requirements to make innovative breakthroughs.
Trend 2: Exclusive pets
In the pet health track, the trend of differentiated feeding of cats and dogs is becoming more and more obvious. Under the guidance of the concept of scientific pet raising, the different nutritional and health care needs of cats and dogs have been prescribed, and even a "pet health" category has been opened on Jingdong (independent from the original first-level category).
The same is skin care and hair, the same is the demand for nutrients such as fish oil and lecithin, and cats and dogs also have different formula products for pets. For example, according to the data of Whale Advisor, MAG, the top well-known brand in the field of pet nutrition and health care, will distinguish between dogs and cats to launch different products, and both are very popular.
In fact, the health care needs such as gastrointestinal conditioning and bone strengthening and calcium supplementation are also similar to the market situation.
*The data comes from Whale Staff (obtained and counted from public sources, and the data is for reference only)
Growth opportunities for brand companies: It can accelerate the advancement of market segments, whether it is focusing on solving specific problems of pets, or conducting in-depth research and development for pets, it may become an important opportunity to break through in the fierce competition.
Trend 3: Emotional value
Pet ownership itself is one of the manifestations of emotional value, but if you look closely, you will find that this value has increased in recent years.
In daily travel scenarios, one or more good-looking and comfortable leashes are already very basic standards, and the growth of pet clothing, pet smart wearable devices, pet strollers and other products is very rapid.
In the family life scene, high-tech intelligent pet products are also being chosen by more people, such as smart cat litter boxes that can automatically replace cat litter, water dispensers that can automatically circulate filtration, automatic feeders that can be fed regularly and quantitatively, and so on.
*The data comes from Whale Staff (obtained and counted from public sources, and the data is for reference only)
Growth opportunities for brand enterprises: Deeply understand and keep up with the life trends of contemporary pet owners, find the actual pain points of consumers in the process of pet raising, and comprehensively consider functionality, practicality and operation convenience in product design to meet the multi-faceted needs of consumers.
Overall, we see not only the opportunities and potential of the current pet industry, but also the diversified needs of subdivided groups and scenarios. As the pet industry accelerates, the competitive landscape is bound to change in 2024, so let's wait and see.
The data of Whale Staff comes from public channels, and the data acquisition and statistics may be incomplete, which is for reference only.
If you want to view the sales data of all categories of Jingdong (Taobao/Tmall) (industry/brand/store/product/monitoring), welcome to search for "Whale Staff E-commerce Data", or directly comment and leave a message and private message (interface docking is also available)~