There’s no denying how much we LOVE our four-legged friends. In fact, they are often considered the most important member of the family.
And there’s some resounding stats to prove it.
- 96% of dog and cat owners regard their pets as part of the family
- 14 million Brits care more about their pet’s welfare and comfort than their own
- 60% admitted to being closer to their pet than some members of their family
We would be so bold as to suggest that there’s never been a better time for brands to embrace the bond between owners and their pets.
THE HUMANISATION DRIVER
The humanisation of pets is a driving force in the UK pet market. Many owners look for the same quality of meals for their pets as they have for themselves. This has led to an increase in premium pet food sales, not to mention plant-based, gluten-free and gut-friendly pet treats, as well as a flurry of novelty products.
- 40% of young pet owners admitted that they would spend just as much money on their pet at special times of the year, like Christmas, as they would on a friend
- Brits spend £27 million on gifts for their pets on Valentine’s Day
Now there’s an opportunity... it’s not just Christmas and Valentine’s though. Who admits buying their pet a present on their birthday, on holiday, or just because you couldn’t resist it? Ahem, at least we’re not alone.
#DOGSOFINSTA
As if to prove how important our pooches are, there’s been a massive rise in dog Instagram accounts ... some with millions of followers!
It’s easy to find four-legged friends being photographed in beautiful Insta-worthy settings. Take a look on TikTok or YouTube as well to see hundreds of videos of dogs and cats, dressed up in cute outfits, snapped with celebrities. The appeal is undeniable (we’ve all had a peek, right?) and confirms how highly regarded our pets are.
A PAWSITIVE CONNECTION
As well as being lots of fun, these trends continue to present huge opportunities for brands. By recognising the strong bond that exists between pets and their owners, and creating a more emotive brand style, they can connect with their audience in a renewed way.
Promotional messages that celebrate the happy experiences owners share with their pets will show understanding, engage customers and can ultimately lead to lifelong brand advocates.
Think playful, caring, positive and fun … all the things we love about being pawrents.
