The growth of the pet market illustrates the power of customer segmentation.
Written by Henrik Batallones
I am one of those who (accidentally) became a fur parent during the pandemic. Bonkey is a floofy Persian cat who likes giving kisses and watching for house lizards in the bathroom.
But you don’t take care of cats the way you take care of dogs. They have specific dietary needs. You have to pay attention to their health, since they tend to hide any discomfort. You also have to make sure that they’re not bored, or else, say goodbye to your furniture.
That means paying attention to what you buy for your cat—or dog. And there are many like me—whether solo dwellers with a dog, or young couples adopting cats instead of having their own kids—who have more exacting needs. This is who the growing pet product market is trying to appeal to.
For instance, specialist stores like Bow and Wow carry more higher-quality (and higher-priced) products. Even major retailers have gotten in on the act. SM’s Pet Express and Robinsons’ Pet Lovers Centre are targeted towards those who want a wider range of products at a more affordable price range.
Online retailers have also come in to fill the need. Pet Warehouse provides the middle ground, while resellers like Kachi bring products from countries like Japan or Korea—both really into their cats, I must add. Local brands now also cater to pet parents’ quest for more natural foods, with the likes of Paleo Pet and Moonies Town playing up how they source and produce their products.
Social media has made it easier to understand this market’s needs. Just go on Instagram and TikTok and you’ll see accounts for pets—mine included—and ads for products and bazaars. The petfluencer market is also wide—and provides those starting out on the journey a glimpse into the cuteness… and what products to buy.
As more discover the joys of raising (or being raised by) a pet, expect this market to mature and businesses cater to more specific needs in the future.