For many years, Baby Boomers dominated the pet market. Millennials have taken over that spot representing a whopping 31% of pet owners. Pet brands need to understand how the Millennial pet owner differs from previous generations.
Millennials have a (perhaps undeserved) reputation for wanting immediate gratification. They represent a section of pet owners who are very engaged and want to be part of the decision-making process for their pets. Their pets are unabashedly valued members of their families.
The human/animal bond is something that Millennials celebrate. Over 80% of Millennials say they “frequently” worry about their pets when they are away from them. 70% would be willing to take a pay cut if they could bring their pet to work.
Millennials seek strong connections with the experts advising them. 74% of Millennials would be more likely to visit their veterinarian if they discussed the health benefits of the human/animal bond.
A segment of the population who is often concerned about their own health and nutrition, millennial pet owners seek natural and organic pet food options in soaring numbers. Beyond natural products, Millennials are interested in the environmental impact of their choices; 68% say they would pay more for sustainable products. (3)
We also see Millennials seeking natural and supplements, including CBD. 1 in 4 Millennial dog or cat owners have given their pet CBD oil-infused products. Millennial pet owners want the absolute best for their pets and find big box store employees often lacking experience. The desire to seek expert advice often leads them to frequent smaller stores to get the focused expertise they are looking for.
Early adopters of new tech, Millennials are frequent users of online services like Rover for petcare or telehealth options for veterinary care. Their preference for personalized assistance and care means they’re an excellent fit for at-home veterinary care and curated subscription services.
The desire to have everything personalized has led to an explosion in growth for whimsical companies like Crown & Paw, who make pet photos into historical works of art. Has your pug ever dreamed of being an aristocrat? You can make that happen!
Brands like PupSocks let you have your pooch’s image on trendy socks. Printy Pets takes things a step further, allowing you to upload your pets’ photos and apply them to apparel, blankets, phone covers, and more. 83% of Millennials report buying pet-themed merchandise like t-shirts or welcome mats.
Millennials will turn first to social media when weighing decisions about pet food, accessories, veterinary care, or other pet care quandaries. 90.4% of Millennials are active on social media compared to 48.2% of Baby Boomers. It has never been more critical for a brand to have a strong social media presence.
Brands need to be hyper-focused on what their discerning customers want. In 2021, marketing strategies need to be even more customer-centric. The team at StreetDog can help ensure your services and products are geared to suit Canada’s largest pet owners segment, Millennial pet owners.
