Holistic wellness in pet health is becoming more sophisticated than ever. As needs become more nuanced, expected benefits are becoming more specific. This report explores how pet life stage nutrition offers opportunities for targeting stage-specific needs, the role claims and ingredients play in communicating benefits, the role tech can play, and how learning from human health trends can show the way forward for pet health trends.
This report comes in PPT.
As the focus on pet health and wellness grows, the scope of positioning benefits is expanding across different pet care categories. With incremental infiltration in this space at this time, adopting a more targeted and defined scope can serve as a key differentiator. Understanding needs by life stage is one such segment that holds growth opportunities.
Mimicking human trends around communicating functional benefits through packaging and labelling, pet product packaging is also seeing claims and ingredients clearly mentioned front and centre. While, so far, most claims operate under a broad umbrella, there is scope for a more niche positioning, with claims backed by relevant ingredients. Scope for development also lies in learning further from human trends.
From personalisation to automation, and from AI-powered platforms to at-home devices, AI-powered pet owner-facing solutions can elevate the pet raising experience. As challengers enter this space, incumbents must strategise in their approaches to remain relevant within the pet tech ecosystem.
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