Britain's Pet Owners - UK - July 2017

OVERVIEW
What you need to know
EXECUTIVE SUMMARY
The market
A downward trend in pet ownership
Figure 1: Pet ownership, by type of pet, December 2012-April 2017
Presence of children drives up pet ownership
Housing/living situation has a major influence
Spending on pets under threat when incomes are squeezed
The consumer
Strong emotional rewards linked to pet ownership
Figure 2: Words pet owners describe how their pets makes them feel, April 2017
Overall health is pet owners’ primary concern
Figure 3: Concerns regarding pets, April 2017
Pets’ appearance is high on the agenda
Most dog owners’ holiday choice is based on their pet
Figure 4: Behaviours relating to pets, April 2017
Self-service dog washes attract interest
Exercise classes for dogs and their owners spark high interest
Figure 5: Interest in activities, services and products for pets, April 2017
Pet toys have multiple benefits
Pets in the workplace are widely seen to improve job satisfaction
Figure 6: Attitudes towards pets, April 2017
What we think
ISSUES AND INSIGHTS
Brands can partner with health, fitness and weight loss initiatives for pets and their owners
The facts
The implications
Harnessing the popularity of photo and video sharing can build engagement
The facts
The implications
Big opportunities for products and services that focus on emotional wellbeing for pets
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
A downward trend in pet ownership
Presence of children drives up pet ownership
Housing/living situation has a major influence
Spending on pets under threat when incomes are squeezed
MARKET DRIVERS
A downward trend in pet ownership
Figure 7: Pet ownership, by type of pet, December 2012-April 2017
Having just one cat or dog is preferred
Figure 8: Number of pets owned, by type of pet, April 2017
Presence of children drives up pet ownership
Figure 9: Overall pet ownership, April 2017
Ageing population presents a challenge
Housing/living situation has a major influence
Figure 10: Pet ownership, by location lived in, housing situation and household size, April 2017
Figure 11: Trends in tenure, 1980-2015/16
Spending on pets under threat when incomes are squeezed
Figure 12: Annual percentage change in CPI and AWE (regular pay), monthly basis, January 2012-April 2017
THE CONSUMER – WHAT YOU NEED TO KNOW
Strong emotional rewards linked to pet ownership
Overall health is pet owners’ primary concern
Pets’ appearance is high on the agenda
Most dog owners’ holiday choice is based on their pet
Self-service dog washes attract interest
Exercise classes for dogs and their owners spark high interest
Pet toys seen to have multiple benefits
Pets in the workplace are widely seen to improve job satisfaction
HOW PETS MAKE THEIR OWNERS FEEL
Strong emotional rewards linked to pet ownership…
Figure 13: Words pet owners describe how their pets makes them feel, April 2017
…while negative feelings are rare
Positive emotions provide the foundation for powerful marketing messages
Women and small households have the strongest emotional response to pets
Pet ownership can align with the booming health trend
CONCERNS REGARDING PETS
Overall health is pet owners’ primary concern
Technology has a growing role to play in health monitoring
Figure 14: Felcana dog and cat health monitor
Figure 15: Concerns regarding pets, April 2017
Weight warrants more concern
Many pet owners welcome more information
Weight loss programmes can offer structured support
Scepticism over calming products, but still sizeable interest
BEHAVIOURS RELATING TO PETS
Pets’ appearance is high on the agenda…
Figure 16: Behaviours relating to pets, April 2017
…and is influencing new product development
Figure 17: Share of pet food launches with claims relating to skin and coat health and teeth and tartar prevention, 2012-17
Emphasis on appearance is great news for the pet care industry
Popularity of dog shows likely to boost interest in grooming
Sharing pictures of pets on social media is rife
Pets becoming social media influencers
Brands can leverage the popularity of photo sharing to build engagement
Most dog owners’ holiday choice is based on their pet
With implications for car design too
International holidays with pets are on the rise
Pet sitters can be an attractive alternative
Pet cams can assuage owners’ concerns
INTEREST IN ACTIVITIES, SERVICES AND PRODUCTS FOR PETS
Self-service dog washes attract interest
Figure 18: Interest in activities, services and products for pets, April 2017
Exercise classes for dogs and their owners spark high interest
The Kennel Club champions group exercise classes
Foodservice can embrace consumers’ love for their pets…
A need to be mindful of not deterring custom
The leisure industry can also build on being pet-friendly
ATTITUDES TOWARDS PETS
Pet toys seen to have multiple benefits
Figure 19: Attitudes towards pets, April 2017
Feeding can also provide mental stimulation
Pets in the workplace are widely seen to improve job satisfaction
Pet companies taking a lead in this respect
However, there are some major pitfalls
Time off work for a new pet can help build goodwill
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Consumer research methodology
Abbreviations