Table of Contents
Executive Summary
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- The consumer
- Dogs remain the favourite; cats become the second most liked
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- Figure 1: Pet ownership, 2016 vs 2017
- Key barrier to pet ownership: money or time?
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- Figure 2: Barriers to becoming a pet owner, November 2017
- Owners’ love for pets is genuine and powerful
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- Figure 3: Triggers to becoming a pet owner, November 2017
- Pet food continues to drive profits, followed by grooming services
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- Figure 4: Pet products and services bought in the last year, November 2017
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- Figure 5: Claimed annual spending on pet categories, November 2017
- Animal welfare and humanised services are yet to take off
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- Figure 6: Interest in pet food-related services, November 2017
- Credibility comes from not only diploma, but also ‘visible’ personal experiences
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- Figure 7: Most trusted information channels regarding pet information, November 2017
- What we think
Issues and Insights
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- Opportunities of pet food lie in human emotions
- The facts
- The implications
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- Figure 8: Product examples
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- Figure 9: Product examples
- Figure 10: Product examples of Jujushou
- Boost brand image through offering special care for pets
- The facts
- The implications
- Pets will be living in a smart, fun world
- The facts
- The implications
The Consumer – What You Need to Know
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- Is it now a cat’s world?
- Would consumers pay a premium for convenience-driven pet products?
- Which business is most profitable for players to enter?
Changes in Pet Ownership
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- Growth in cat ownership is the most obvious, while dogs continue to be the most liked
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- Figure 11: Pet ownership, 2016 vs 2017
- Consumer profile of owners of popular pets
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- Figure 12: Dog ownership, by age, 2016 vs 2017
- Devotion to favourite pets is increasing
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- Figure 13: Repertoire of pet ownership, 2016 vs 2017
- Who are multiple pet owners?
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- Figure 14: Repertoire of pet ownership, by living situation, November 2017
- Figure 15: Repertoire of pet ownership, by age, November 2017
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- Figure 16: The proportion of pet owners who have one pet, by type of pets, 2016 vs 2017
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- Figure 17: Pet ownership, by owners of different pets, November 2017
- The fast-growing pet market is not a bubble but an opportunity
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- Figure 18: Pet owners’ experience, November 2017
- Figure 19: Repertoire of pet ownership, by pet owners’ experience, November 2017
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- Figure 20: Pet owners’ experience, by age, November 2017
- Figure 21: Monthly household income, by age, November 2017
Barriers to Pet Ownership
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- Money is a hygiene factor to pet ownership
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- Figure 22: Type of companies pet owners work at, by household income, November 2017
- Is time the fundamental barrier?
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- Figure 23: Barriers to becoming a pet owner, November 2017
- How to attract not-fully-committed people?
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- Figure 24: Popularity of’ cat person’ and ‘dog person’, June-December 2017
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- Figure 25: Popularity of ‘cat’ and ‘dog’, June-December 2017
- Issues with pets across children of different ages
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- Figure 26: Barriers to becoming a pet owner, by children’s age, November 2017
Motivations to Pet Ownership
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- Seeking long-term companionship, not short-term excitement
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- Figure 27: Triggers to becoming a pet owner, November 2017
- People’s genuine interest in animals extends pet ownership
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- Figure 28: Triggers to becoming a pet owner, by pet owners’ experience, November 2017
- Figure 29: Triggers to becoming a pet owner, by gender, November 2017
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- Figure 30: Pet owners’ experience, by gender, November 2017
- Different pets have different charms
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- Figure 31: Selected emotional triggers to becoming a pet owner, by types of pets, November 2017
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- Figure 32: Selected triggers to becoming a pet owner, by types of pets, November 2017
Cost of Owning a Pet
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- Going beyond food and lodging
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- Figure 33: Pet products and services bought in the last year, November 2017
- Which business attracts more money?
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- Figure 34: Claimed annual spending on pet categories, November 2017
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- Figure 35: Claimed annual spending on pet categories among dog owners and cat owners, November 2017
- Who likes splurging on pets?
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- Figure 36: Annual spending on pet categories, by gender, November 2017
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- Figure 37: Annual spending on pet categories, by age, November 2017
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- Figure 38: Pet foods and medicine bought in the last year, by pet owners’ experience, November 2017
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- Figure 39: Selected pet products and services bought in the last year, by pet owners’ experience, November 2017
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- Figure 40: Selected pet products and services bought in the last year, by pet owners’ experience, November 2017
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- Figure 41: Annual spending on pet categories, by pet owners’ experience, November 2017
Interest in Pet Services
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- White space in pet foods business: personalisation
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- Figure 42: Interest in pet food-related services, November 2017
- Animal welfare is rising to be a relevant topic
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- Figure 43: Interest in pet food-related services, November 2017
- Figure 44: Product demonstration of Pedigree’s camera effect, November 2017
- Demand for health check-up but not yet ready for insurance
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- Figure 45: Interest in pet health-related services, November 2017
- Humanised services are not yet common
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- Figure 46: Interest in value-added services, November 2017
- Offline knowledge-sharing events are not popular
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- Figure 47: Interest in gaining pet-related knowledge offline, November 2017
Trusted Sources of Information
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- Word of mouth in a close network is much more valued than brands and marketing
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- Figure 48: Most trusted information channels regarding pet information, November 2017
- Top area of improvement: salespeople in supermarket
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- Figure 49: Most trusted information channels regarding pet information, by household income, November 2017
- Two-level brand winning strategy
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- Figure 50: Most trusted information channels regarding pet information, by pet owners’ experience, November 2017
Meet the Mintropolitans
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- Mintropolitans are more involved in pet ownership
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- Figure 51: Pet owners’ experience, by consumer classification, November 2017
- More interested in cats
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- Figure 52: Pet ownership, by consumer classification, 2016 vs 2017
- Future business growth comes from health and beautification
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- Figure 53: Pet products and services bought in the last year, by consumer classification, November 2017
- Online celebrity influences will be more valued
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- Figure 54: Most trusted information channels regarding pet information, by consumer classification, November 2017
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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