Connect with us

Headlines

Here’s What the Pet Market Can Expect From Gen Z

mm

Published

on

They’re less trusting than prior generations.

Millennials have set new standards for bonding with and spending money on pets. But the future of the U.S. pet industry rests not only with millennials, who are now in their late 20s and their 30s, but also with their younger counterparts known as Gen Z, according to market intelligence firm Packaged Facts.

A key challenge for marketers lies in building trust with this generation, whose members are reaching their late teens and early 20s, according to data from Packaged Facts’ National Pet Owner Survey. Gen Z is viewed as being “less trusting of brands than any previous generation.”

In a press release, Packaged Facts explained that “compared to Millennial pet owners, Gen Z pet owners are less likely to trust the quality of pet foods produced by larger companies such as general-market brand leaders.” 

“This finding may simply reflect Gen Z’s overall loss of trust in large corporations and governmental institutions in today’s chaotic world in this era of ‘fake news,'” according to the firm.

Advertisement

Packaged Facts stated in the release that “many Gen Z pet owners believe that claims made by natural/organic pet product marketers are no more trustworthy than those made by marketers of general-market pet products.”

Brands hoping to appeal to this demographic must “constantly prove themselves trustworthy by being honest and transparent about who they are and what they offer,” the firm said. They also must have a compelling message.

“Pet marketers must remember that these younger adult pet owners tend to be attracted to unique brands and stories,” says David Sprinkle, research director for Packaged Facts. “To reach Millennial and Gen Z consumers, one truly must stand out from the proverbial crowd.”

 

Advertisement

Advertisement

FEATURED VIDEO

Pet Sustainability Coalition

Pet Sustainability Coalition Presents: Critical Sustainability Strategies for Retailers

This webinar, held on November 7, 2019, is the second in a series from PSC discussing how retailers can establish sustainable practices in their business. Moderated by PSC’s Andrea Czobor, the webinar unveils data behind the increasing consumer demand for sustainable products, what retailers have to gain from connecting with these purpose driven consumers, and a new PSC program that makes finding these products easier for retailers.

Promoted Headlines

Headlines

State Considers Banning ‘No Pets’ Rental Listings

Some landlords are not happy about the proposed legislation.

mm

Published

on

New Hampshire legislators are considering a ban on “no pets” notices in property listings.

Proposed legislation would forbid landlords and home sellers from barring pet owners, the Concord Monitor reports.

They could make rules related to pet deposits, noise control, sanitation and safety, according to the newspaper. But they could set make rules based on size, breed or appearance.

The legislation was proposed by state Rep. Ellen Read, a Democrat from Newmarket. It has drawn opposition from some landords who say it could lead to unsanitary conditions as well as allergy problems for some residents.

Advertisement

But Julia Seeley, New Hampshire state director for the Humane Society, said her organization supports the bill.

We just strongly believe that a family should not be torn apart simply over housing,” she said.

Read more at the Concord Monitor

Continue Reading

Headlines

Spotify Rolls Out Music Playlists for Pets

Pets seem to favor classical music and soft rock.

mm

Published

on

Digital music service Spotify had a hunch that people were playing tunes for their pets.

A study by the company found that 71% of pet owners did exactly that. The survey included 5,000 music-streaming pet owners from the U.S., the UK, Australia, Spain and Italy.

The company explains:

That being said, we created a unique experience to help you craft the pawfect algorithmically generated playlist for you and your pet to enjoy together. Head to spotify.com/pets for a playlist you can share with your dog, cat, iguana, hamster, or bird.

See the graphic below for more details from the survey.

Continue Reading

Headlines

These States Have the Most Dog and Cat Owners … And These States Have the Least

The US is home to almost as many domestic pets as humans.

mm

Published

on

A new report looks at which U.S. states are the most pet-loving.

Seniorliving.org, a website devoted to providing information to seniors, delved into recent data from the American Veterinary Medical Association to create its rankings.

Idaho had the highest rate of households owning at least one dog, at 58.3%, according to the report, which excluded Alaska and Hawaii, which were not measured in the AVMA study. Dogs are least common in Washington, DC, where 22.5% of households have at least one.

Vermont ranked first for percentage of households with at least one cat, at 44.6%. DC, meanwhile, is the least cat-owning place, with just 16.4% of households being home to a cat.

Advertisement

The U.S. is home to almost as many domestic pets as human beings. Almost 1 in 3 of those pets are fish, Seniorliving.org explains.

Cats and dogs combine for about 54.8% of all domestic pets.

 

 

Continue Reading

Most Popular