Top Pet Industry Trends for 2022

Product Launch Support
Written By Laura Uchtmann

It's no secret — the pet industry is booming. In 2020, the U.S. market spent $103.6 billion on their pets, a figure that continues to increase year over year.1

Here at The Marketing Lens, we understand what it takes to stand out from the crowd. Although this industry is massive, it's also highly competitive. That is why each new product launch requires a strategic marketing plan. Thanks to our specialized services, we help brands bring new products to market, focusing on innovation and growth. 

Today, we want to share the latest pet industry trends with you. We want to help you make 2022 a success!

A Closer Look at Pet Industry Trends for 2022

The recent pandemic has had a significant effect on the pet industry. Pet owners focused on their animal pals more than ever before — not to mention the sharp increase of pet ownership. In 2020, nearly 50 percent of new dog owners said the pandemic influenced their decision. The tidal wave of spending is expected to continue, reaching $275 billion by 2030.2  

Here are some of the trends to remain aware of when planning a new product launch. 

The Demand for Premium Food Is Rising

The greatest source of sales within the pet industry is pet food and treats and currently, more pet owners are opting for premium food. There are several reasons for this, including high rates of obesity. Research shows that 56 percent of dogs in the United States are overweight or obese.3

Interest in freeze-dried products and raw food continues to increase, as is the implementation of supplements in a pet's diet. After all, data shows that nine out of ten Americans who have pets consider their animals part of the family. The combination of caring ownership and a high prevalence of diseases in pets creates a spike in pet wellness.4

Read more about how we helped this pet supplements brand double its product portfolio. 

Pet Health Costs Are Growing 

As pet wellness becomes a higher priority, so will health costs, including veterinary visits and dental care. Based on this trend, the demand for pet insurance will also increase. The pet insurance industry has seen an average annual growth rate of 24.2 percent from 2016 to 2020.5

Aside from veterinary and pet pharmaceutical costs, pet owners continue to invest in preventative products and products given to pets as part of their daily care routine. Many brands are expanding their product line to take advantage of this growing need, like this flea and tick brand, which moved into pet wellness categories.

Pet Purchasing Habits Are Changing

Pet owners continue to take an omnichannel approach when purchasing pet products, especially following the pandemic. For example, the global pet eCommerce market is booming. This shift is allowing pet brands to expand their reach.6

Research shows that 60 percent of pet owners purchased pet products in-person before the pandemic, dropping to 41 percent during the pandemic. This shopping trend is expected to continue. Home delivery is another shopping channel that has significantly increased, especially among Millennials.7

Whether you're selling online, in-store or both, educating your customers is essential to your ongoing growth and success. You must update and optimize your online content. Include all the details customers seek to ensure a positive buying experience and a greater return on investment. This year, it might be time to conduct a marketing copy audit. 

Preparing for a New Product Launch? The Marketing Lens Can Help

We have over 15 years of experience working with consumer brands in the pet industry at the Marketing Lens. 

We're here to help you. 

 
Laura Uchtmann
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