Week 2 Research
Pet-Parenting Trend/Market Research
2.1 million 58% New Zealanders (14+) have at least one cat or dog.
1.6 million (45%) have a cat.
1.1 million (31%) have a dog.
600,000 (18%) have at least one cat and one dog.
Those living in Wellington and Auckland have significantly less pet ownership than the rest of the country.
 |
| Source: Roy Morgan Single Source (New Zealand), November 2013 – October 2014, sample n = 11,665 New Zealanders 14+. |
330,000 New Zealanders paid for pet care services in the last four weeks, representing 15% of those living with cats or dogs.
"The internet is also becoming an increasingly common channel for buying pet products, excluding food. Almost 1 in 25 dog-owners and 1 in 40 cat-owners bought pet products online within the last month—equal to around 60,000 Kiwis overall." - John La Rosa, Roy Morgan Research
http://www.roymorgan.com/findings/6332-dog-and-cat-owners-and-pet-care-services-buyers-new-zealand-october-2014-201507092354
Statistics from the Companion Animal Council’s 2016 report
In 2015, New Zealanders spent about $797 million on their dogs, with food being the number one cost.
The average household is estimated to spend $1686 on their dogs, with the average spend per animal estimated to be $1200 up from $1047 in 2011. One in five dogs is insured against big vet bills. The healthcare spend per dog was $403 a year, or $7.75 a week.
There are around 1.134 million cats in homes.
Cats are cheaper to keep than dogs, but there are more of them. In 2015 New Zealanders spent $747 million on their cats, the council found. As with dogs, the spend per cat is rising.
The average New Zealand cat-owning household spends $1005 on their cats per year, or about $670 per animal.
There are around 595,000 birds kept by households, though 27 per cent of those are chooks, which are mostly kept by rural households. Another 24 per cent of pet birds are kept in outdoor aviaries.
"The average expenditure on birds per bird-owning household was $501, with the total annual expenditure… estimated at $55m," the council found.
The biggest costs are food and cages.
There are about 116,000 pet rabbits, with an average of two in each rabbit-owning household. They only cost a little less than cats to keep.
The estimated average expenditure on rabbits per household was $617 and the total annual expenditure was estimated at $36m.
New Zealand companion animal population breakdown, 2015
Companion animal type
|
Household penetration
|
Average number in home
|
Total (000)
|
Cats
|
44%
|
1.5
|
1,134
|
Dogs
|
28%
|
1.4
|
683
|
Fish
|
10%
|
8.9
|
1,510
|
Birds
|
7%
|
5.4
|
595
|
Rabbits
|
3%
|
2
|
116
|
Horses/ponies
|
2%
|
3.4
|
116
|
Other
|
5%
|
5.9
|
502
|
None
|
36%
|
||
Total
|
64%
|
4,656
|
Companion animal ownership demographics, 2015
Location
|
Area
|
||||||||
Birds
|
6%
|
4%
|
8%
|
9%
|
6%
|
8%
|
5%
|
2%
|
12%
|
Cats
|
39%
|
40%
|
50%
|
45%
|
47%
|
43%
|
40%
|
52%
|
59%
|
Dogs
|
28%
|
25%
|
30%
|
31%
|
26%
|
27%
|
25%
|
25%
|
45%
|
Fish
|
13%
|
9%
|
9%
|
9%
|
7%
|
11%
|
9%
|
7%
|
11%
|
Horses/ponies
|
1%
|
1%
|
2%
|
4%
|
4%
|
1%
|
1%
|
1%
|
10%
|
Rabbits
|
4%
|
1%
|
3%
|
5%
|
4%
|
3%
|
3%
|
5%
|
5%
|
Other small mammals
|
1%
|
~
|
2%
|
1%
|
2%
|
2%
|
0%
|
0%
|
3%
|
Reptiles
|
1%
|
1%
|
2%
|
1%
|
2%
|
1%
|
1%
|
1%
|
2%
|
Other
|
2%
|
1%
|
3%
|
3%
|
4%
|
1%
|
2%
|
4%
|
10%
|
None
|
39%
|
41%
|
32%
|
28%
|
37%
|
37%
|
38%
|
34%
|
22%
|
Total
|
61%
|
59%
|
68%
|
72%
|
63%
|
63%
|
62%
|
66%
|
78%
|
Cats are the most popular companion animal in New Zealand in that more people share their homes with cats (44%) than any other animal type. There are 1.134 million cats owned across the country, with the average number per household at 1.5.
Role companion animals play in the household
Role
|
Cat
|
Dog
|
Fish
|
Bird
|
Rabbit
|
Pony/ Horse
|
Member of the family
|
83%
|
77%
|
31%
|
53%
|
60%
|
34%
|
Trusted companion
|
12%
|
16%
|
2%
|
7%
|
11%
|
19%
|
Hobby
|
2%
|
2%
|
51%
|
18%
|
18%
|
37%
|
Security
|
0%
|
3%
|
1%
|
2%
|
2%
|
~
|
Working animal
|
1%
|
3%
|
2%
|
17%
|
~
|
6%
|
Some other role
|
2%
|
0%
|
12%
|
4%
|
9%
|
3%
|
Total
|
100%
|
100%
|
100%
|
100%
|
100%
|
100%
|
Households with companion animals that have bought animal related items online
Item
|
Percentage of households
|
Companion animal
|
5%
|
Pet food (same quality as sold by vets)
|
9%
|
Pet food (same quality as sold by supermarkets)
|
6%
|
Consumables (e.g. litter, water pH tester)
|
5%
|
Equipment (e.g. food bowls, water bubbler, aquarium decoration)
|
12%
|
Toys and accessories
|
15%
|
Grooming products
|
6%
|
Healthcare products
|
7%
|
None of the above
|
66%
|
http://www.nzvna.org.nz/site/nzvna/files/Documents/Companion%20Animals_in_New_Zealand_2016_Report_web.pdf
Pet Care in New Zealand by Euromonitor
FALLING PET OWNERSHIP WILL CONTINUE TO UNDERMINE MARKET PERFORMANCE
It is expected that further declines in New Zealand’s pet dog and cat populations will continue to undermine the development of the local pet care market over the forecast period. Key factors that will contribute to the declining trend in pet ownership will include increasingly busy lifestyles, rising urbanisation and population ageing. While categories such as premium dog and cat food and dog and cat treats should continue developing positively, pet care as a whole is expected to see value sales at constant 2017 prices decline consistently towards 2022. As dog and cat ownership drops and more consumers opt for smaller pets that are easier to care for, bird food and small mammal/reptile food are both expected to perform reasonably well. Pet healthcare is also projected to post robust growth in value sales at constant 2017 prices due to the ageing of the pet dog and cat populations.
http://www.euromonitor.com/pet-care-in-new-zealand/report
Today’s Pampered Pets: Assessing the Future of Pet Care by Euromonitor
FUR BABIES
Driven by a host of socio-economic and demographic factors, many owners are increasingly treating their dogs and cats as ersatz children, driving a strong trend towards premiumisation especially in the pet products market.
GOING GREEN
A growing number of owners are taking account of the issue of sustainability when they are purchasing pet products. This is particularly evident in the cat litter segment.
PAMPERING TAKES ROOT IN EMERGING MARKETS
Pet pampering is spreading to emerging markets, where a small, but growing, number of affluent owners are spending big on products and services for their pets.
http://www.euromonitor.com/todays-pampered-pets-assessing-the-future-of-pet-care/report
Pet Humanisation: The trend and its Strategic Impact on Global Pet Care Markets
THE THREE KEY TYPES OF PET-OWNING CONSUMER 2014
Normal Humanising Pet Owner
|
Anti-Humaniser
|
Extreme Humanising Pet Owner
| |
Key characteristics
|
Treats pet as family member
|
Treats pet as well cared for animal
|
Treats pet as substitute child
|
Prioritises pet’s wellbeing
|
Prioritises pet’s health and rejects overt humanisation
|
Also cares about status and fashion
| |
Typically high spending
| |||
Key markets
|
All major markets
|
US, Germany, UK
|
Japan, South Korea, US, Brazil, India, major European cities (London, Paris, Milan)
|
Estimated % of pet owners
|
60-70%
|
20-30%
|
3-7%
|
Key products and Services
|
Quality food/treats
|
High quality food/treats
|
Grooming (aesthetics)
|
Day care/hotels
|
Vets
|
Clothing/accessories
| |
Groomers
|
Sport/exercise
|
Strollers
| |
Vets
|
Activities: Doga, Pawlates
| ||
Toys/accessories
| |||
Looks for in a brand
|
Trust, reliability. Prefers small business but will accept a credible corporation
|
Trust, quality, ethics. Strong preference for small business, transparency
|
Fashion, glamour, status, cute. Prefers exclusivity
|
Source: Euromonitor International
http://blog.euromonitor.com/2014/10/pet-humanisation-the-trend-and-its-strategic-impact-on-global-pet-care-markets.html
Pet Humanisation: The Trend and Its Strategic Impact on Global Pet Care Markets by Euromonitor
There is a broad global trend towards small pets, notably cats and small dogs, but also small mammals in some markets. In developed markets where overall pet populations are falling, such as UK, US, Japan, France and Spain, there is typically growth in some, if not all, types of smaller pets.
Urbanisation is forcing people into smaller spaces where large pets are not practical, and into longer working/commuting, hours where high maintenance pets are not feasible. Ageing populations look to a small, easy to care for pet for companionship; so do young singles.
Both humanisation and anti-humanisation encourages higher spending on pet care
Small pets are much more likely to be indulged and humanised than large dogs. Furthermore, demographic shifts towards smaller households makes some consumers want to plug the familial gap with a canine or feline companion. Rising incomes means more money to indulge the pet.
http://www.euromonitor.com/pet-humanisation-the-trend-and-its-strategic-impact-on-global-pet-care-markets/report
Sustainable/Eco-Friendly Pet Trends
6 Ways To Be An Eco-Friendly Pet Owner
Now, imagine the positive environmental impact if each of these pet owners adopted a few simple, sustainable practices regarding the ownership and care of their pets. What a difference that would make!
Whether it’s a kitty plaything that’s wonderful for the world, or dog a toy made from sustainable stuff, make your pet’s play planet-friendly. Want to really prevent waste? Consider which of your “junk” may be your furry friend’s new favorite toy (like old balls, stuffed animals, knotted T-shirts as pull toys, etc.—just make sure it’s safe!).6 Ways To Be An Eco-Friendly Pet Owner
Now, imagine the positive environmental impact if each of these pet owners adopted a few simple, sustainable practices regarding the ownership and care of their pets. What a difference that would make!
https://www.openfarmpet.com/blog/sustainability-6-ways-to-be-an-eco-friendly-pet-owner
Sturdy and Sustainable
Across the pet industry, environmentally conscious products have been a major trend in recent years. From natural foods to recycled toys, many of today’s pet owners are looking high-quality goods they can feel good about.
“More people are aware of the importance of protecting our planet and, as such, there are increasing numbers of shoppers who are appreciative of eco-friendly pet products, including beds,”
Sturdy and Sustainable
Across the pet industry, environmentally conscious products have been a major trend in recent years. From natural foods to recycled toys, many of today’s pet owners are looking high-quality goods they can feel good about.
“More people are aware of the importance of protecting our planet and, as such, there are increasing numbers of shoppers who are appreciative of eco-friendly pet products, including beds,”
While eco-friendly products often have a reputation for being plain or unexciting, more and more manufacturers are finding ways to marry sustainability and style.
“It used to be consumers just wanted a dog bed for exactly that—a bed for their dog. Over the past few years we’ve noticed consumers wanting pet beds that reflect trends in home décor and specifically their own personal styles,” says Williams.
In addition to style and sustainability, modern pet parents are also looking for beds that are durable and easy to clean. No one wants to invest in a product only to have to throw it out after the first stain or tear.
http://www.petbusiness.com/April-2017/Sturdy-and-Sustainable/
Un-Leashing Sustainable Success
“As pet owners today are treating their pets like family members, they are also genuinely more interested than ever in the quality and integrity behind the products they are giving,” says Colleen McCracken, CEO of Portland, Maine-based Planet Dog. “Pet owners can feel confident in and feel really good about buying safe, eco-friendly pet products in general and know that their choice has a positive impact not just on their dog, but on the environment as well.”
“Eco-friendly collars, unlike the others, are made of all non-toxic, safe materials,” explains McCracken.
Although all of these different eco-friendly collars are made with non-traditional materials, customers’ wants and concerns haven’t changed much.
“A collar or leash that will last is likely to be the first consideration when shopping. The construction should indicate care was taken in the manufacturing process,” explains McCarthy. “The quality and uniformity of the stitching, material and hardware all underscore the durability of the item.”
Since eco-friendly products often come with a slightly higher price tag, pet parents want to know that they’re investing in a product that will last. No owner wants to buy a collar that falls apart at the first tug or bite.
And just because pet parents are increasingly interested in sustainability doesn’t mean they’re willing to give up style. Luckily, many eco-friendly products today are just as beautiful as they are environmentally conscious.
“Collar shoppers are looking for great patterns and features that are interesting and different,” explains Fidrych. That’s why Cycle Dog offers collars and leashes in a variety of eye-catching designs, from fresh and fun florals to modern art-inspired patterns.
“When it comes to collars and leashes, something that our dogs or cats wear daily, it’s important to offer customers eco-friendly product options that they can feel good about purchasing, knowing that their pet’s products will contribute to a cleaner world,” says Leah Binding, owner of Aeslin Pup Hub.
Green Grows The Pet Industry
When it comes to trends, few product categories come to mind faster than “green” and “eco-friendly.” Products made with locally-sourced ingredients, recycled materials or through sustainable manufacturing procedures have garnered more and more consumer attention and, therefore, more dollars.
Consumers view companies with eco-friendly initiatives positively and are demanding products used with eco-friendly, “natural” ingredients and materials.
The data is clear: “eco-friendly” and “natural” pet products are part of a profitable and burgeoning section of the market. What’s even more encouraging is the fact that pet specialty businesses maintain dominance in this category.
https://www.petage.com/green-grows-the-pet-industry/
48+ Best Organic & Eco-Friendly Dog Products and Supplies
Bow Wow Box
Delivers a box of healthy treats and toys for your dog each month for under $40. It’s founder, Andy Evans, started the business to cash in on the pet humanisation trend, as ‘pet parents’ are willing to spend significant amounts of money pampering their pets. This humanisation trend sees pet owners treating their pets like their children, including being wary about what they eat and the toys they play with.
98% of Bow Wow box customers are female and a lot of them are rural customers. It’s easier to have treats and toys delivered once a month than it is to drive for 45 mins.
Explore a delivery service? Could we work with Bow Wow Box to test our product/ get it out there? How would this work in conjunction with Bow Wow being for profit and us wanting to be a non-profit organisation?
http://idealog.co.nz/venture/2015/08/treats-tats-designer-attire-pet-parents-spending-big-their-pooches
https://www.bowwowbox.co.nz/pages/about-us
Perfect Play
Purrfectplay makes pet toys for dogs and cats from organic, chemical free, fair-trade materials. Their toys are made in their Indiana workshop with no synthetics, no dyes, and no plastics. Most pet toys are made in China from bright synthetic materials that may not even be safe for your pet. Purrfectplay provides products made from natural fibers that are made to be kicked, clawed, and chased. They feel and smell natural -- not like chemicals, plastics, or dyes. Purrfectplay offsets their carbon footprint with a local land preservation fund and they support sustainable farming through their relationship with the Hemp Industries Association. Purrfectplay donates 5% of all sales to animal rescue organizations.
Purrfectplay is simply dedicated to producing the best cat and dog toys possible while keeping you informed about the role synthetics and chemicals play in undermining your pets' health and the welfare of our planet.
http://www.sustainabilitystore.com/directory/2016/8/26/purrfectplay-pet-toys
https://purrfectplay.com/about-us/
Companion Animals
Small Animals - Happiness
A happy small animal such as a rabbit, rat or guinea pig will be a healthier pet. In the wild, a rabbit will live with other rabbits and have a home range of around 2 hectares. Guinea pigs and rats are also very social animals but have a smaller home range (guinea pigs are no longer found in the wild).
By keeping your pet in a hutch or your home you are taking away some of its natural instincts and pleasures. To compensate, spend time with them as often as possible and create a space where they can munch on grass, run around, play, or if a rabbit… dig to its heart’s content!
Toys
Toys are a fantastic way for you to interact with your pet. They will also appreciate having toys to play with purely by themselves. Rabbits and rats love to investigate, push, pull and play with toys. Alternate toys regularly to keep them interested.
https://www.wellingtonspca.org.nz/animal-care/small-animals/
Companion Animals in New Zealand 2016
New Zealand is a nation of animal lovers. With well over 4.6 million companion animals in New Zealand, they outnumber people.
64% of New Zealand households are home to at least one companion animal, more than almost anywhere else in the world. Only the United States has a marginally higher percentage of households that are home to companion animals at 65%. Cats are the most popular companion animal in New Zealand, with 44% of households sharing their homes with at least one cat, followed by dogs at 28%
http://www.nzvna.org.nz/site/nzvna/files/Documents/Companion%20Animals_in_New_Zealand_2016_Report_web.pdf
Delivers a box of healthy treats and toys for your dog each month for under $40. It’s founder, Andy Evans, started the business to cash in on the pet humanisation trend, as ‘pet parents’ are willing to spend significant amounts of money pampering their pets. This humanisation trend sees pet owners treating their pets like their children, including being wary about what they eat and the toys they play with.
98% of Bow Wow box customers are female and a lot of them are rural customers. It’s easier to have treats and toys delivered once a month than it is to drive for 45 mins.
Explore a delivery service? Could we work with Bow Wow Box to test our product/ get it out there? How would this work in conjunction with Bow Wow being for profit and us wanting to be a non-profit organisation?
http://idealog.co.nz/venture/2015/08/treats-tats-designer-attire-pet-parents-spending-big-their-pooches
https://www.bowwowbox.co.nz/pages/about-us
Perfect Play
Purrfectplay makes pet toys for dogs and cats from organic, chemical free, fair-trade materials. Their toys are made in their Indiana workshop with no synthetics, no dyes, and no plastics. Most pet toys are made in China from bright synthetic materials that may not even be safe for your pet. Purrfectplay provides products made from natural fibers that are made to be kicked, clawed, and chased. They feel and smell natural -- not like chemicals, plastics, or dyes. Purrfectplay offsets their carbon footprint with a local land preservation fund and they support sustainable farming through their relationship with the Hemp Industries Association. Purrfectplay donates 5% of all sales to animal rescue organizations.
Purrfectplay is simply dedicated to producing the best cat and dog toys possible while keeping you informed about the role synthetics and chemicals play in undermining your pets' health and the welfare of our planet.
http://www.sustainabilitystore.com/directory/2016/8/26/purrfectplay-pet-toys
https://purrfectplay.com/about-us/
Companion Animals
Small Animals - Happiness
A happy small animal such as a rabbit, rat or guinea pig will be a healthier pet. In the wild, a rabbit will live with other rabbits and have a home range of around 2 hectares. Guinea pigs and rats are also very social animals but have a smaller home range (guinea pigs are no longer found in the wild).
By keeping your pet in a hutch or your home you are taking away some of its natural instincts and pleasures. To compensate, spend time with them as often as possible and create a space where they can munch on grass, run around, play, or if a rabbit… dig to its heart’s content!
Toys
Toys are a fantastic way for you to interact with your pet. They will also appreciate having toys to play with purely by themselves. Rabbits and rats love to investigate, push, pull and play with toys. Alternate toys regularly to keep them interested.
https://www.wellingtonspca.org.nz/animal-care/small-animals/
Companion Animals in New Zealand 2016
New Zealand is a nation of animal lovers. With well over 4.6 million companion animals in New Zealand, they outnumber people.
64% of New Zealand households are home to at least one companion animal, more than almost anywhere else in the world. Only the United States has a marginally higher percentage of households that are home to companion animals at 65%. Cats are the most popular companion animal in New Zealand, with 44% of households sharing their homes with at least one cat, followed by dogs at 28%
Geography
Gender and Age
Women are more likely to have companion animals than men across all animal types except birds, which are more popular with men than women
Those most likely to have companion animals are aged 34 to 49 years at 72%. People aged 50 years and over and those aged 18 to 24 years old are least likely to have companion animals at 60% and 62% respectively.
- Marketing avenues to target the 34 to 49 aged population
3.2.5 Family and children
Households with couples who are married, de facto or living together are most likely to have companion animals (67%), compared to households with people who are not currently in a relationship or living with a partner (61%).
Households with children are most likely to have companion animals, with nearly four in five households (78%) with children aged nine to 17 years sharing their homes with companion animals. Amongst these households, 57% have cats, 36% have dogs and 19% have fish. This is 13, 8 and 9 percentage points above the averages for these animals respectively
- The product made in this product will also need to be safe for young children
3.3 CATS
Cats are the most popular companion animal in New Zealand in that more people share their homes with cats (44%) than any other animal type. There are 1.134 million cats owned across the country, with the average number per household at 1.5.
3.4 DOGS
Dogs are the second most popular companion animal in New Zealand, with 28% of households home to an average of 1.4 dogs. There are a total of 683,000 dogs across the country.
3.7 OTHER COMPANION ANIMALS
3.7.1 Rabbits
Rabbits have become more popular over the past four years. Now 3% of households have an average of 2 rabbits. It is estimated there are a total of 116,000 rabbits kept as companion animals across the country.
3.7.2 Ponies and horses
As with rabbits, the same proportion of households has ponies or horses as they did in 2011 (2%), however the average number per household has increased from 3.2 to 3.4. This has seen the total population increase from 87,000 to 116,000.
3.7.3 Other companion animals
The most common types of other companion animals are small mammals such as mice and rats, and reptiles. Both of these account for 1% of the total companion animal population.
There is little variation in ownership rates for the small mammals and reptiles across the different demographics, with the exception of small mammals being most popular amongst 18 – 24 year olds
04 Ownership Insights
4.1 SUMMARY New Zealanders overwhelming consider their companion animals to be members of the family. This is true for 83% of people with cats and 77% with dogs, with these figures unchanged since 2011.
5.7 ONLINE PURCHASES
One in three households with companion animals (34%) has bought companion animal-related items online. The most popular items are pet food (15%), toys and accessories (15%) and equipment, such as litter or a water pH tester for fish (12%).
06 Consumer Expenditure
Of this, the cat and dog sectors made up $1.5 billion, or 86%, which was (proportionately) slightly down from 2011, when expenditure on cats and dogs accounted for 92% of the total. This reflects the shift in companion animal population numbers over this period.
6.2 CATS
In 2015 New Zealanders are estimated to have spent $747 million on their cats, accounting for 42% of the total companion animal spend. This is an increase of $71 million compared to 2011, when total expenditure on cats was $676 million. While cat numbers have declined slightly during this period, people who have cats are spending more on their animals in every expenditure category. It should be noted that while the total amount spent has increased, it remains a similar proportion of the total expenditure on all companion animals at 43%.
6.3 DOGS
In 2015, New Zealanders are estimated to have spent $797 million, up $45 million on the 2011 NZCAC survey estimate of $752 million. As with cats, while dog numbers have declined slightly since 2011, expenditure per household and total expenditure have increased.
6.6 RABBITS
The estimated average expenditure on rabbits per household for this survey was $617 and the total annual expenditure for this sector was estimated at $36 million
http://www.nzvna.org.nz/site/nzvna/files/Documents/Companion%20Animals_in_New_Zealand_2016_Report_web.pdf