Engaging Millennial Pet Owners

As Millennials have become the largest pet-owning demographic, they have brought their outsized expectations for convenience and service to the category. They view their pets as members of their families and are willing to spend accordingly on a broad range of products and services to ensure their pets’ wellbeing. The following research highlights examples of premium food offerings, tech-enabled pet care tools, and a spate of new services in order to provide an overview of how the pet care industry has evolved to meet these new consumer desires and enable pets—and, subsequently, these pet care brands—to become a valued part of consumers’ daily lives.

Since we published our last report on pet care, Enhancing Pet Ownership, Care & Experience, in January, 2018, we’ve seen wellness-focused offerings, such as fresh dog food and wellness tracking tools, becoming more mainstream. Perhaps as a consequence to the growing controversies surrounding on-demand pet care services for dog walking and boarding, we’ve also seen growing enthusiasm for tools that allow owners to monitor and engage their pets remotely. One thing that has remained constant is the proliferation of new products and services that aim to empower owners to make their pets’ lives healthier and more fulfilling.

Published March 2019

REQUEST INFORMATION

Please provide your details so we can respond with more information about this report.

Related CX Insights

Baby Boomers P&G’s Kindra is a skincare and supplement brand specifically for consumers going through menopause

Kindra is a direct-to-consumer skincare brand from CPG conglomerate P&G that offers products designed specifically for women going through menopause. In addition to dietary supplements designed to naturally ameliorate the symptoms of menopause, such as hot flashes and vaginal dryness, Kindra offers a hand & foot cream and a body lotion with soothing ingredients specifically designed to combat drier skin associated with lower estrogen levels.

Beauty OPI’s #ManiUp initiative challenges traditional masculinity by encouraging men to express themselves through nail polish

Nail polish brand OPI encourages men to #ManiUp as part of its “Color Is The Answer” initiative. Challenging men to express themselves through color, OPI collaborated with the Creators Network to create a video series to discuss the societal stereotypes and pressures men face, and reframe today’s definition of masculinity.

Fashion & Apparel H&M’s new platform helps shoppers get crowd-sourced fashion advice

Swedish fast fashion retailer H&M launched a peer-to-peer fashion advice platform that connects shoppers with the community to help answer questions they may have. Users can ask questions such as, “What should I wear on a first date?” directly to the platform. They then receive answers from the community in the form of Instagram-style images or videos that include styling tips and links to purchase the featured products, which are drawn not just from H&M’s brands but other brands as well.

Fitness & Sport Curated connects sports enthusiasts with a community of industry experts for personalized product recommendations

Curated is an online platform whose community of experts provides consumers with personalized product and experience recommendations for winter sports, golf, cycling and yacht charters. Customers get started by answering a couple of basic questions and are matched with the appropriate expert. Users can then discuss their preferences and budgets with their experts via email, video chat, text or a portal on Curated’s website. The expert then sends a list of personalized recommendations, comparing different products and prices, along with insider tips. Curated’s services are free to use, but they ask that customers send feedback and share experiences in order to improve the service.

Entertainment Barnes & Noble brings together a community of book lovers through its Browsery app

Bookstore chain Barnes & Noble released an app called Browsery to facilitate peer-to-peer recommendations. Users can engage with one another and ask questions, no matter how broad or specific, regarding books and what they're looking to read next. It also lets readers make a to-read list within the app.

Automotive ParkStash connects drivers to local residents with spare parking spots

ParkStash is a peer-to-peer platform that connects drivers to local residents and businesses with spare parking spots. Drivers set their location and time preference in the app to see a list of available spaces and their price. After booking the spot, they get the host’s contact info and address, along with directions. Drivers can find hassle-free parking spots and even reserve them in advance, while hosts can earn passive income from their unused parking.

Cafe & Restaurant Tinker Kitchen grants members access to commercial-grade kitchen with a shared-kitchen concept

Tinker Kitchen in San Francisco bills itself as a marker space for cooking, offering members access to full equipped commercial-grade kitchens where they can learn and experiment with food. Tinker Kitchen has no reservation system, allowing members to check a shared calendar and drop by during opening hours. In addition to kitchen access, membership includes access to special events, cooking classes, dishwashing help and the option to join culinary clubs that meet regularly.

Health PeerStrong helps people with drug addiction recover together via a peer support app

PeerStrong is an app that connects individuals who are struggling with drug addiction with a peer support network of people who are in recovery. Former addicts who are recovery and are interested in helping others can be trained a certified as a peer supporter. The PeerStrong platform will then match them with individuals seeking treatment for substance use disorders.