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Pet owners who view pets as family members advocate scientific pet care, and the nutritional ratio of pet staple foods is increasingly receiving attention. Meanwhile, the rapid growth of products such as pet clothing and smart devices also reflects the irreplaceable emotional value that pets bring to many families.

Recently, Xiaohongshu and First Financial jointly released an insight report on the pet industry, pointing out three new consumer trends in the pet industry: scientific pet care, specialized pet use, and two-way travel. However, in reality, these three major trends have become increasingly prominent in 2024.

The nutritional ratio of pet staple food is highly valued, with natural grain free and high proportion of fresh meat being favored

Scientific pet care is mainly reflected in the selection of pet staple foods, and pet owners will proficiently pay attention to the unique nutritional composition of pets at different stages and ages.

Under such consumer demand, the online market size of pet staple food is accelerating its expansion. At the same time, the sales of staple food products with high fresh meat content and rich natural fruits and vegetables have shown impressive performance, while the growth rate of functional staple food is relatively fast. The main food soup cans with less natural additives have also experienced explosive growth.

In the first quarter of 2024, the sales of pet staple food on JD.com increased by 20% year-on-year, and the sales revenue increased by 10% year-on-year. At present, the best-selling cat food online is mainly natural grain free cat food, high proportion fresh meat content cat food, freeze-dried cat food, etc. Pet staple food brands are improving product quality and professionalism, especially in the field of pet food, with innovative breakthroughs in requirements such as high cost-effectiveness, natural no additives, low additives, and scientific and professional formulas.

The data of Tiktok platform also shows that among the core growth categories of pet food products, the turnover of staple food for cats, beauty and cleaning products for cats and dogs, pet snacks and other products increased by more than 90% year on year. The pet owners who pay attention to these contents are mainly young women, and the city level is mainly concentrated in new first tier, second tier, and third tier cities. They are particularly concerned about the production raw materials and additives of pet products, with fresh meat, duck meat, and protein being the main product raw materials of concern.

Pets are seen as family members, and intelligent products are growing rapidly

Pets can provide emotional value for their owners, which is also an important reason why many people choose to keep pets. Therefore, it is common to view pets as family and provide them with a variety of products around clothing, food, and shelter.

In daily travel scenarios, one or more attractive and comfortable traction ropes are already a basic standard, and the growth of pet clothing, smart pet wearable devices, pet carts and other products is very rapid.

In the context of family life, high-tech intelligent pet products are also being chosen by more people, such as smart cat litter pots that can automatically replace litter, water dispensers that can automatically circulate and filter, and automatic feeders that can be timed and fed quantitatively.

Related brands are also deeply understanding and keeping up with the lifestyle trends of contemporary pet owners, identifying the actual pain points of consumers in the pet raising process, and comprehensively considering functionality, practicality, and operational convenience in product design to meet the diverse needs of consumers.

In addition, in the pet health track, the trend of differentiated feeding of cat and dog populations is becoming increasingly evident. Guided by the concept of scientific pet care, the different nutritional and health needs of cats and dogs have been tailored to their specific needs, and even a "Pet Health" category has been specifically established on e-commerce platforms.

Cats and dogs also have different formula products specifically designed for their pets, which are both for skincare and hair care, as well as for nutritional needs such as fish oil and phospholipids. For example, in the field of pet nutrition and health, a well-known TOP brand will differentiate between products for dogs and cats, and launch different products, both of which are very popular. The health needs of gastrointestinal regulation, bone and calcium supplementation also show similar situations.

Significantly increasing attention to pet content and promoting pet friendly policies in public places

In fact, with the increase of pet owning families in China, the scale of the pet economy is showing explosive growth. According to the 2024 Pet Raising Trend Report released by Tiktok Platform, the scale of China's pet economy is expected to reach 811.4 billion yuan by 2025.

In 2023, pet related searches on the platform increased by 416% year-on-year, and user attention to pet content significantly increased. The market hotspots mainly revolve around the fun of pet raising, the cute appearance of pets, and other aspects. Users have a great interest in daily pet raising life.

The concept of scientific and friendly pet care is also frequently mentioned in short video content. The report points out that the keyword mention rate of scientific pet care and friendly pet care exceeds 60%, indicating that users have a higher pursuit of pet quality of life. The concept of pet friendliness is gradually being recognized, and more and more places are implementing pet friendly policies, such as pet friendly hotels, restaurants, etc.

At the same time, sterilization related products have become popular products in the scientific concept of pet care, and discussions on pet friendly topics are high in hotels, restaurants, and other venues.

During the process of raising pets, pet owners face up to 60.2% of issues related to pet diet, 14.9% are concerned about pet fur issues, and 13.1% are concerned about common pet diseases.