Do you have hairy children at home? How many friends around you can't resist the temptation of "cat pieces"? Are dog food reviews frequently brushed on the short video platform?
In contemporary society, pets are no longer "tools" for nursing homes, but have become a kind of daily companionship and spiritual comfort. More and more consumers are choosing to become parents of pets, and this is accompanied by an unprecedented boom in the "it economy" market.
On June 8, CBNData released the "2021 Pet Food Industry Consumption Insight Report" (hereinafter referred to as the CBNData "Report", click to read the original article to view the full version of the report), insight into the overall market trend of the pet industry in recent years, summarize the key trends of pet food consumption, and analyze the competition of pet food brand markets.
Source: 2021 Pet Food Industry Consumption Insight Report
<h1 class="pgc-h-arrow-right" data-track="7" pet food consumption accounted for nearly 60% of the > pet track entering the sprint period </h1>
According to the analysis of the macro environment according to the PEST model, the domestic pet economy has entered a "sprint period" of rapid development.
From the perspective of economic conditions, the average GDP of Chinese exceeded 3,000 US dollars after 2008, meeting the material basis for the rapid development of the pet market;
In terms of policy, China's pet raising policy has been further relaxed, and the concept of pet raising has been upgraded to refined and humanized feeding;
From a social point of view, the empty nest elderly and young people living alone are becoming increasingly large, pets have become an important part of their daily lives, and the "family status" has risen unprecedentedly;
At the technical level, the advancement of pet food technology and the intelligent upgrading of pet equipment are all boosting the pet track to ride the wind and waves.
Throughout the history of the development of the domestic pet industry, international brands entered the market in 1990, and domestic brands gradually rose in the early 21st century, and since 2011, pet consumption has entered a sprint stage. CBNData Report shows that the size of China's pet market in 2020 has nearly doubled compared with 2016, but compared with the United States and Australia and other pet countries, China's pet consumption still has a large room for growth.
From the perspective of online consumption trends, the scale of pet consumption has accelerated in the past three years, and in the "fully flowering" pet market, pet food, beauty cleaning supplies, daily necessities and other sub-categories have led the growth, of which pet food is firmly in the head position, accounting for nearly 60% of consumption.
<h1 class="pgc-h-arrow-right" data-track="18" > the pet food industry to comprehensively upgrade the "anthropomorphic" pampering everywhere</h1>
In the cute pet section of Station B, 3.06 million pet-related fun videos have accumulated more than 25.3 billion views, including a large number of pet food evaluation videos. The topic #Cat Food on Douyin has now also been played 670 million times.
As a top priority for pet keeping, pet food is highly concerned by shovelers. CBNData "Report" shows that in 2021, in the online dog and cat food consumption, the consumption of staple food accounts for the largest proportion, while the growth rate of snacks remains high, and the high growth of this category also reflects the owner's "anthropomorphic" care for pets from the side.
Who are these shovelers who are kryptonite for fur children?
Judging from the portraits of the people who consume dog food, they are mainly young post-90s women, and the proportion of consumption in second-tier cities is the most prominent. Compared with the front-line workers who are busy and toiling, they have more leisure time, more generous living space, and are more suitable for feeding companion-oriented pets such as dogs.
Let's look at the consumption profile of cat food. Online cat food consumer portraits show that Generation Z has become the main player in cat sucking, and women's consumption accounts for more than 70%. The surge in cat owners boosted online cat food consumption by 54%, surpassing dog food consumption for the first time.
Regardless of dogs and cats, the growth rate of consumers in the high price segment is more prominent, confirming the rise in the status of pet families, among which cats have taken the lead in achieving consumption upgrades, and the per capita consumption of online cat food is nearly 1.5 times that of dog food.
Source: 2021 Pet Food Industry Consumption Insight Report Source: 2021 Pet Food Industry Consumption Insight Report
What kind of pet food is most popular?
CBNData "Report" shows that beef, chicken, duck meat is the most popular online dog staple food taste, meat and vegetarian flavor because it is more suitable for the characteristics of dogs omnivorous has also become a popular consumption; and cats as tigers' close relatives, always retain the nature of carnivores, fish, chicken and other meat staple food consumption stands out, a variety of meat combinations are also popular.
In addition, cat owners and dog owners also have differences in the choice of pet food packaging. Cat owners buy small packages of food more frequently and tend to change small packages of grain with fast cycles to meet the discerning taste needs of cats, while dog owners prefer to buy large packets of rations.
<h1 class="pgc-h-arrow-right" data-track="35" > three new trends in pet staple food consumption Nutritional balance, selected formulas, and personalized customization</h1>
Quality upgrade is the key word for pet food consumption. As more and more shovelers regard pets as intimate roles such as "masters" and family members, they are becoming more and more "soft- and soft-hearted" for pet consumption - the number of consumers of staple food products with a unit price of more than 200 yuan online has the highest growth rate, reaching nearly 40%.
At the same time, the factors considered by dog and cat owners when choosing staple foods are also more comprehensive: nutritional ingredients, palatability, user reputation, pet's own condition and brand awareness have become five major considerations, and we will focus on the three dimensions of nutritional balance, selected formulas, and personalized customization.
01 Pay attention to nutrition, shoveling officer incarnated as "ingredient party"
The epidemic has boosted the big health track forward, and the pet market is no exception. Among the top three health problems that the shoveler pays attention to, dog and cat owners are concerned about gastrointestinal health and resistance, among which cat owners pay more attention to urinary system health and dog owners pay more attention to coat color health.
The "ingredient" trend in the beauty and food industry has also spread to the pet food field, and because protein is a high demand in the food habits of dogs and cats, it has become a core ingredient for shovelers. CBNData survey data shows that the growth rate of online high-protein pet staple food consumption is outstanding, far exceeding the overall staple food.
The trend of scientific feeding is also reflected in the functionalization of pet food. More and more staple foods began to have health care elements, such as hair care, digestion, calcium supplementation and bone strengthening. Among them, taurine eye protection products have the fastest growth rate in dog staple food, and the growth rate of nutritional supplement elements for kittens is the most prominent.
02 Focus on the formula, fresh meat grain should be "no meat is not happy"
In addition to the nutrients, shovelers also focus on the recipes of the ingredients. According to the first financial survey data, more than 60% of pet owners said they would pay attention to the ingredient list, and they were particularly concerned about whether the ingredients were added hormones, flavorings, as well as the meat content and origin of the ingredients.
"No meat is not happy" has become the mainstream trend, because fresh meat grain is easier to digest, more than 90% of pet owners are more inclined to buy staple food containing fresh meat ingredients. And compared with the previous two years, the online consumption of grain-free and high-meat staple foods with low sensitization and high meat content has surged. In the origin of ingredients, China, Canada and the United States have become the most popular main food and material production areas.
03 Personalized customization, each master has his own love
Are kittens, adult cats, and nursing cats fed the same way? Should Labrador, Pomeranian and Huskies eat the same staple food?
With the increasing popularity of scientific pet knowledge, personalized customization has become a new consumer preference for pet owners.
Among them, the cat shoveler is more inclined to customize the staple food according to the different life stages of the pet, according to the CBNData "Report", the online consumption of cat staple food customized by the life stage accounts for more than 40%, of which the growth rate of kitten custom food consumption ranks first.
Dog owners prefer to buy customized food based on breed and body type. From the perspective of body size, the consumption of small dogs and medium and large dog staple foods accounts for the most prominent proportion, and from the perspective of breeds, the customized food of Teddy and Golden Retriever is the most popular.
In order to provide high-quality, personalized taste enjoyment for pets, consumers have begun to choose rich double grains & mixed grains, and their consumption growth rate far exceeds that of the overall staple food.
<h1 class="pgc-h-arrow-right" data-track="65" > snacks are cute happiness artifacts? Diversification and fun have become a trend</h1>
To enhance the happiness of life for mao children, shovelers each have their own secret weapons. According to the survey data, feeding snacks and playing games have become the common magic weapons for dog and cat owners.
Cat owners are especially keen to delight their cats with snacks. In the online dog and cat snack consumption, the cat owner is more than 20% better than the dog owner in terms of purchase frequency and consumption unit price. When choosing snacks, shovelers carry out "compositionism" to the end, they are most concerned about whether the nutritional content of snacks is healthy, and dog owners will also care about the fun of snack forms.
In the snack food category, teething sticks and meat strips are the favorite of dogs, while cats prefer canned and freeze-dried meat-based food.
<h1 class="pgc-h-arrow-right" data-track="72" > product innovation, formula research and development, marketing upgrades Domestic pet food brands can be expected in the future</h1>
As a shoveler, is the pet food you choose for your hairy children an international big name or a domestic up-and-coming? With the introduction of domestic pet food brands and the alignment of product quality with international standards, more and more consumers no longer blindly follow "popularity" and have more confidence in domestic products.
CBNData consumption big data shows that the number of MAT2021 online dog and cat food brands reached 37,000, of which the consumption of TOP20 brands accounted for nearly 40%. Under the situation that the head brand is driving forward, the domestic brand McFudi has achieved overtaking in the curve this year, surpassing the international big brand to become the first place in the Tmall pet food sales list.
Holding the spirit of being responsible for the health of pets to the end, nearly 60% of shovelers said that they would not easily change their brands, which shows that their brand loyalty is high. When choosing a brand, they pay the most attention to word of mouth, followed by factors such as cost performance and convenience, and 34% of brands have begun to pay attention to the origin of the brand.
From the perspective of purchase channels, more than 70% of consumers choose comprehensive e-commerce platforms such as Taobao, and convenience, trust and promotional activities are the reasons for their online hand-cutting; while nearly 40% of consumers prefer offline shopping, because they can see the physical object and are more assured, and the after-sales service is more perfect.
Among the promotional channels preferred by pet owners, Internet celebrities planting grass and variety show titles rank among the best. In terms of promotional content, word of mouth, use and sharing, and product innovation account for a relatively high proportion, and 36% of consumers have begun to seek expert consulting services. For example, local brands such as McFourdi have actively carried out professional in-depth exchanges with consumers through the establishment of scientific and technological exchange departments, the establishment of nutrition and palatability testing centers, and factory openings.
Although China's pet industry started late, the development momentum is rapid, and the growth potential cannot be underestimated. When the public's emotional demand for pets has increased unprecedentedly, their willingness to "kryptonite" for pets has also increased. Under the new consumption upgrade, nutritional balance, selected formulas, and personalized customization have become a new trend in pet food consumption.
In the pet food industry, how will the accelerated rise of domestic brands upgrade themselves in all directions in the future?
In terms of products, we should pay attention to research and development innovation, realize anthropomorphic upgrades from ingredients, processes and flavors, and provide more personalized and exclusive customized pet food.
For example, cat food should follow the principle of meat feeding and constantly restore its eating habits; while dog food should meet the needs of dog omnivorous food and optimize the palatability of dog food under the premise of ensuring balanced nutrition. In addition, in the baking method to diversify, such as air-dried food, freeze-dried food, low-temperature baked food and so on.
At a time when the concept of scientific feeding is deeply rooted in the hearts of the people, the raw materials and formulas of pet food should also be upgraded accordingly. Fresh meat grains and grainless high meat staple foods will lead the trend of high-end ingredients, freeze-dried among the popular snack consumption; at the same time, the main grain materials should pay more attention to the nutritional ratio and the reasonable combination of functional ingredients.
At the supply chain level, while tapping the domestic supply chain, we should also accumulate overseas raw material bases; in the case of cat food, such as Nordic salmon, Thailand's tuna and Canadian spring fish, etc., the high-quality raw materials for dog food are Argentine beef and Canadian poultry.
In terms of brand marketing, we should strengthen the professional knowledge of pet breeding and form a deep connection with consumers; while strengthening the online layout, we should also expand the brand voice through richer entertainment marketing methods.