Table of Contents
Executive Summary
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- Impact of COVID-19 on pet market
- Pet spending sustains quick expansion to diversified areas of life after COVID-19
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on the pet market, June 2020
- The market
- Pet market rising on the back of increased new pet ownership
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- Figure 2: Estimated population of pet dogs and cats kept by urban residents in China, 2020
- Figure 3: Pet ownership, 2018 vs. 2020
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- Figure 4: Consideration towards pet-keeping under the impact of COVID-19, July 2020
- Spending on pets extends to a wide range of emerging categories
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- Figure 5: Spending on pets, by categories, June 2020
- The consumer
- Dogs market takes up the major share in the “pet economy”
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- Figure 6: Pet ownership, June 2020
- Increasing importance of role pets play in modern lives
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- Figure 7: Relationships with pet, June 2020
- Spending on pets is no longer dominated by diet costs
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- Figure 8: Spending on pets, by categories, June 2020
- Pet-oriented activities both online and offline
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- Figure 9: Activities with pets, by ownership, June 2020
- Pet health-related services are in high demand
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- Figure 10: Desirable services, June 2020
- Comprehensive shopping website remains the major purchase channel with information channels increasingly diversified
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- Figure 11: Information and purchase channel, June 2020
- Modern pet owners seek scientific ways to help understand their pets
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- Figure 12: Selected pet-rearing attitudes, June 2020
- Pet owners appreciate the nature and environmental protection lifestyle values
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- Figure 13: Selected pet-rearing attitudes, June 2020
- What we think
The Impact of COVID-19 on pet market
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- Figure 14: Short-, medium- and long-term impact of COVID-19 on the pet market, June 2020
- Key trends/shifts after COVID-19
- Trend 1: online purchase and delivery services become top-of-mind choice
- Trend 2: rising importance of communities-centred pet-related services
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- Figure 15: Grocery shopping channels used in the last month, February - July 2020
- Trend 3: social petworking help destressing during COVID-19
- Trend 4: potential for pet leisure and pet travelling swell
- Trend 5: strengthened awareness environmental and animal protection
- Implication on the marketing mix
- Rising demand of health management related products and services
- Innovating the intelligent solution for remote pet-keeping
- Creating more occasions with activities for both owners and pets
- Exploring chain/alliance opportunities to offer more stable and flexible solutions
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Issues and Insights
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- Customised pet shopping based on pet profiling ecommerce
- The facts
- The implications
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- Figure 16: My Pet Profile
- Social petworking, an emerging opportunity of pet outgoing activities
- The facts
- The implications
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- Figure 17: WOW Paw pet festival
- Integrate the community-centric social ecommerce through online and offline communities
- The facts
- The implications
The Market – What You Need to Know
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- Pet market rising on the back of increased pet ownership
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- Figure 18: Estimated population of pet dogs and cats kept by urban residents in China, 2020
- Figure 19: Pet ownership, 2018 vs. 2020
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- Figure 20: Consideration towards pet-keeping under the impact of COVID-19, July 2020
- Spending on pets extends to a wide range of emerging categories
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- Figure 21: Spending on pets, by categories, June 2020
The Consumer – What You Need to Know
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- Dogs market take up the major share in “pet economy”
- Increasing importance of role pets play in modern lives
- Spending on pets is no longer dominated by diet costs
- Pet-oriented activities both online and offline
- Pet health-related services are in high demand
- Comprehensive shopping website remains the major purchase channel with information channels increasingly diversified
Pet Owner Profile
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- Dogs market takes the majority share in the “pet economy”
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- Figure 22: Pet ownership, June 2020
- Post-90s tend to keep more than one pet
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- Figure 23: Pet ownership, by generation, June 2020
- Post-90s adopt pets and raise mongrel breeds
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- Figure 24: Methods of pet acquisition, by generation, June 2020
- Post-90s enjoy the companion of different species
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- Figure 25: Pet ownership, by generation, June 2020
Relationships and Attitudes Towards Pets
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- Increasing importance of role pets play in modern lives
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- Figure 26: Relationships with pet, June 2020
- Female pet owners in their 40s more likely to treat pets as children
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- Figure 27: Relationships with pet, by gender and age, June 2020
- Nature and environmental protection awareness is evoked through pet-keeping
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- Figure 28: Rearing attitudes towards nature protection, by relationships with pet, June 2020
- Scientific attitudes towards pet-rearing are widely accepted by most
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- Figure 29: Rearing attitudes towards scientific pet-keeping, by relationships with pet, June 2020
- Understanding and equality is desired in pet-human relationship
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- Figure 30: Rearing attitudes towards understanding pets’ mind, by relationships with pet, June 2020
- Only half pet owners try to seek quick solutions
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- Figure 31: Rearing attitudes towards smart robot pets, by relationships with pet, June 2020
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- Figure 32: Rearing attitudes towards easy pet-keeping, by relationships with pet, June 2020
Spending on Pets
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- Spending on pets is no longer dominated by diet costs
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- Figure 33: Spending on pets, by categories, June 2020
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- Figure 34: Pet specialised page on DIAN PING app
- Spending on dogs is slightly higher than for cats
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- Figure 35: Spending on pets, by pet ownership, June 2020
- Health and beauty: pedigree pets need more care
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- Figure 36: Spending on pet healthcare and beauty and leisure – One dog only, June 2020
- Figure 37: Spending on pet healthcare and beauty and leisure – One cat only, June 2020
- Smart solutions in pet home supplies are demanded by pet owners with higher income
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- Figure 38: Spending on pet home supplies, by household income, June 2020
- Figure 39: VARRAM pet robot
Pet-related Activities
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- Pet-oriented activities both online and offline
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- Figure 40: Activities with pets, by pet ownership, June 2020
- The rise of “social petworking” among Chinese pet owners
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- Figure 41: Social activities with pets, by age, June 2020
- Families enjoy going outdoor with pets
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- Figure 42: Travel with pets, by marital status, June 2020
- Owners in upper tier cities are willing to gift their pets
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- Figure 43: Pet gifting, by city tier, June 2020
Desirable Services
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- Pet health-related services are of high demand
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- Figure 44: Desirable services, June 2020
- High spending on healthcare drives the awareness of proactive healthcare
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- Figure 45: Desirable healthcare services, by spending on pet health care, June 2020
- Expenses are not the reason why convenience-related services are not popular
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- Figure 46: Desirable convenience-related services, by household income, June 2020
- Innovate extra activities to engage with pet owners
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- Figure 47: Desirable offline activity-related services, by pet ownership, June 2020
Information and Purchase Channel
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- Comprehensive shopping website remains the major purchase channel with information channels increasingly diversified
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- Figure 48: Information and purchase channel, June 2020
- Social channel welcomed by pet lovers - though less purchase
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- Figure 49: Information channel, by relationships with pets, June 2020
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- Figure 50: Purchase channel, by relationships with pets, June 2020
- For family pet owners: ease online shopping, while promoting offline shopping leisure
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- Figure 51: Information channel, by marital status, June 2020
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- Figure 52: Purchase channel, by marital status, June 2020
- Video websites attract 25-29s, and newspapers for 25-39s
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- Figure 53: Information channel, by age, June 2020
- Figure 54: Purchase channel, by age, June 2020
Other Pet Owners
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- Small fluffy animals favoured by female aged 18-29; fish and birds are prevalent among males in their 40s
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- Figure 55: Other pet ownership, by gender and age, June 2020
- Opportunities lie in premium home supplies for owners who only have fish
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- Figure 56: Spending on pets, by categories, June 2020
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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