Page 50 - Retail World March 2021

PET NEEDS PANDEMIC BRINGS HEALTHY GROWTH FOR PET CARE Pets seemed to be happier with all the additional attention as we remained at home more during 2020, bringing boom times for pet care categories. BTy IRI Senior Associate Consultant Lauren Vallejera. he peak of the pandemic saw workplaces and offices shut down across the country. While this meant many were deprived of face-to-face interaction, there were also a record number of first-time pet owners who adopted animals during lockdown measures. As a result, total pet food saw a radical uplift in buying behaviour with 8.5 per cent value growth in grocery. The cat and dog food categories grew at 12.8 per cent and six per cent, respectively. Pet accessories attracted a 17.1 per cent value uplift, driven by the care and control segment (tethering, toys, grooming, etc). Online shopping and subscription services experienced exponential gains in market share, which are also reflected in pet care, with home delivery services considered as essential when it comes to temporary store closures and supply chain issues consequent to lockdown measures. Pet Circle is promoted as the biggest pet industry player in Australia, claiming more than 50 per cent of the total $486 million revenue, with pet owners seeing the benefit of saving time and effort in planning and preparing meals utilising online shopping subscriptions. The rise of the ‘fur baby’ and humanisation of pets has led to more innovative pet products. There are growing interests outside the typical pet accessory space – from pet playgrounds to cat couture, with pet parents investing more on their furry friend. Playgrounds, kitty gyms and attire are growing in popularity as individuals seek to create more than just a home for their animals. When it comes to food, pet trends are mimicking human diet trends, in terms of ‘human grade’, ‘natural’, and ‘conscious’. Human-grade food for pets is likely to be an ongoing trend, with pet owners buying more pet food that’s good enough for humans to eat. Take Wet Noses as an example: utilising 100 per cent human-grade ingredients. According to food processing 48 RETAIL WORLD MAR, 2021 “The rise of the ‘fur baby’ and humanisation of pets has led to more innovative pet products.” companies, pet owners continue to select fruit as a key pet food ingredient. Expect to see more purees and fruit in the pet food ingredients list. In terms of ‘conscious,’ car-baked dog treats raise awareness of the dangers of leaving dogs in hot cars. The biscuits are literally baked inside a hot vehicle to emphasise the harm such conditions can do to pets. It’s vital to acknowledge that when restrictions ease and we return to the office, many of our pets will be alone again, which can lead them to experience separation anxiety. Expect to see slow-releasing and treat- dispensing toys becoming popular, such as the Furbo Dog Camera, an interactive smart dog camera that lets you see, talk, and throw treats to your dog remotely through an app. Expect also to see treats and snacks that include mood-boosting and stress- reducing ingredients. About Lauren Vallejera Lauren is a Senior Associate Consultant at IRI, specialising in the food and grocery sector. About IRI IRI is the leading provider of big data, predictive analytics, and forward-looking insights for the FMCG industry. For more information, visit iriworldwide.com.