Mapping the Unique Pet Care Business Paradigm
Exploring the bond that generates awesome business growth
By Robert Wheatley
Pets. What a business – pet food is a $16 billion enterprise! What a category – growth is projected in double digits for premium natural and organic brands through 2011. In the midst of a difficult economy, the pet food industry shows no sign of slowing its march north to better, higher quality diets.
What is it about the relationships with our four-legged companions that so fully insulates this business from trading down? Why does pet food escape the decision dogging so many other household expense categories to look for lower-cost options? What’s the story here that protects spending on the health and welfare of these furry companions?
Nestled deep in the unique bonds between pet and pet parent is an emotional attachment that organically places a higher economic priority on this relationship.
So how do pet care brands operate most effectively to continue the momentum and build their businesses — in an environment of frugality that many experts believe may indeed foretell a permanent change in consumer spending behavior? If anything the difficult economy may be working to drive UP the benefit equation for “comfort and companionship†found in the pet and pet parent relationship.
Before we say anything else, it’s first important to note that relevance and meaning are vital for any form of brand communication to work effectively. Simply pushing messages AT people is no longer effective. Therefore, understanding the lifestyle interests and passions of pet parents is the first step to identifying the right strategies for growth.
What are the common lifestyle “intersections†between pet and owner? How can pet food brands become a credible resource in these important subject areas?
Exercise
Feeding
Training
Play
Relaxing/sleeping
Companionship is an emotional transaction. The foundation of this relationship is best seen in the actions pet parents take to spend time with their pets, and in their driving need for pet care knowledge and information.
To the extent pet care brands act as a facilitator and enabler of shared experiences and connections with animals, there’s an opportunity to build a relationship many businesses can only dream about.
This graphic charts the ladder from un-differentiated “sameness†to a value proposition that is unique and differentiating.
The sea change driving pet care is found in two key trends: humanization and premium-ization. Around 93 percent of pet owners now regard their animals as family members, accorded all rights and privileges that go along with that designation. Further, the massive recall of March 2007 opened the curtain on pet food ingredients and manufacturing, and focused a spotlight on the natural brands and their better ingredient stories. Consumers started trading up on a scale note seen previously.
Pet parents are beginning to understand that feeding a higher quality diet is a form of health insurance, and that nutrition and quality of life are indeed related. So feeding better pet food becomes an “expression†of love and affection.
Therein lies a solid path of strategic opportunities for brands to fill a growing need for guidance in key areas, including:
Breed selection
Behavior
Health
Nutrition
Life-stage management
What’s the future look like?
Dr. Marty Becker, author and expert in pet care, envisions a future where the pet and owner relationship takes on new meaning and even greater importance:
Pets: The Human Life Support System
Becker believes the healing power of pets and pet ownership is only now being fully understood. He foresees pet ownership as a key ingredient in human wellness. This creates an interesting new driver underneath pet ownership that could add steam to the category for a long time to come.
According to Becker, caring for a pet can:
Help reduce allergies and asthma, especially when exposure occurs early in life Decrease blood pressure and increase survivability of a heart attack Help decrease the debilitating impact of depression Release chemicals in the body that can dampen stress and elevate happiness
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