Top Pet Trends of 2023
Our hand-picked collection of the top pet trends of 2023. The topics in this report on today’s emerging pet trends are selected for their high growth across sites including Google, TikTok, Instagram, Reddit, Twitter, YouTube, and Amazon. Read more about how we track global trends.
Uproot Clean
Uproot Clean is a brand that offers pet hair cleaning products like lint cleaners, pet hair remover tools, and dryer sheets that repel pet hair. Uproot Cleaners can be used to quickly remove pet hair from numerous types of fabric surfaces from carpets to car seats. … Read more
Petlibro
Petlibro is a smart pet supplies brand that specializes on cat products. The brand offers products like automatic feeders, treat dispensers, cat trees, toys, and water fountains. … Read more
Tractive
Tractive is a pet tracking device that uses GPS and cellular technology to allow pet owners to track their pet's location. The device can also be used to monitor activity levels, set boundaries, and receive notifications if the pet leaves a designated area. … Read more
Lick Mat
A lick mat is a type of mat designed to encourage the act of licking for dogs and cats. The mat is made of textured rubber material that can help clean the pet’s tongue and can also help in calming them. … Read more
Litter Boxes
Litter boxes are receptacles for the disposal of pet litter and excrement. The box may be a simple plastic tray with a cover, or it may be an elaborate structure with a variety of features. Litter boxes are also often used for indoor toilet training. … Read more
Cat Litter Robot
A cat litter robot is a device that is designed to automatically scoop and dispose of cat litter. The robot is activated by a sensor that detects when the cat has used the litter box. It then cleans and disposes of the litter in a waste bin. … Read more
GPS Dog Fence
A GPS dog fence is a containment system for dogs that uses GPS tracking to keep them within a designated area. The system can be used to create a virtual fence around a property or to track a dog's movements. … Read more
Pellet Litter
Pellet litter is a type of cat litter that is made of small, biodegradable pellets. The pellets are said to be more absorbent than traditional cat litter, and they also help to reduce the smell of ammonia. … Read more
Halo Collar
Halo collar is a smart collar and wireless GPS fence for dogs. The collar uses prevention feedback in order to provide natural guidance for dogs regarding boundaries and keep them away from certain areas, and create safe-zones. … Read more
Catlink
Catlink is a pet company that specializes in designing and manufacturing intelligent devices for cats. The company offers products such as self-cleaning litter boxes, smart feeders, water fountains, and more. … Read more
Smart Feeder
A smart feeder is a pet feeder that is designed to dispense food automatically at scheduled times. The feeder can be controlled through a mobile app, and can also be programmed to dispense different types of food at different times. … Read more
Microchip Pet Feeder
A microchip pet feeder is a pet feeder that is designed to dispense food only to authorized pets. The feeder uses a device, often a chip on the collar, to identify the pet, and will not release food if it does not detect the chip. This prevents unauthorized animals from eating another pet's food. … Read more
Urgent Vet
Urgent vet clinics are clinics that are open outside of regular business hours to provide care for pets that are in need of urgent care. The clinics are often open on the weekends and in the evenings, and they offer a variety of services including emergency care, surgery, and treatment for illness or injury. … Read more
Pup Cup
A pup cup is a small, disposable cup that is meant for dogs. The cups are made of biodegradable materials and are designed to hold water or food. They are intended to be an easy and convenient way to give water or food to dogs while on the go. … Read more
Hairball Control
Hairball control is a term used for a variety of products and strategies that are meant to reduce the amount of hair that is swallowed by cats. The products can come in the form of a food additive, a brush, or a spray, and are designed to reduce the amount of hair that is shed, or help improve the digestive system. … Read more
Pet Thrive
Pet thrive is a product that is designed to improve the health and vitality of pets. The product is in the form of soft chews and its key ingredient is resveratrol. The product is said to promote joint health, mobility, and healthy inflammatory response in animals. … Read more
Foggy Dog
The Foggy Dog is an online retailer that specializes in selling personalized and handcrafted dog-related products. The company offers a wide selection of products, including dog clothes, toys, beds, and accessories. … Read more
Pet Capsule
A pet capsule is a small, transportable pod that is designed to keep pets safe and comfortable while being transported. The capsules are made to be sturdy and weatherproof, and can be used for a variety of animals, including dogs, cats, and small mammals. The pet capsule is typically attached to a backpack or handbag for easy carrying. … Read more
SuperZoo
SuperZoo is an annual trade show for the pet industry. The show is designed to bring together pet retailers and suppliers to showcase new products and services in the pet industry. Attendees can learn about new products, meet with vendors, and attend educational sessions. … Read more
Sand Litter
Sand litter is a type of cat litter that is made of sand. The litter is said to be more effective in trapping odors and clumping together than traditional clay litters. Additionally, sand litters are often more affordable than other types of litters. … Read more
Tofu Cat Litter
Tofu Cat Litter is a litter that is made from tofu. The litter is said to be biodegradable, flushable, and non-toxic. It is also said to be more absorbent than traditional cat litters, which can help to reduce odor. … Read more
Recovery Suit
A recovery suit is a type of clothing that is meant to be worn by pets such as dogs and cats after surgery or some medical procedure in order to protect the wound or sutures on their body. The suit is designed to help the pet recover faster by protecting the surgical area. … Read more
Pumpkin Puree For Dogs
Pumpkin puree is a food that is made from cooked pumpkin. The puree is often used as a dietary supplement for dogs, as it is high in fiber, vitamin A, and beta-carotene. It can also be used to treat constipation and diarrhea in dogs. … Read more
Fi Collar
A Fi Collar is a type of smart dog collar that is designed to track a dog even in the most remote areas using LTE-M and satellites. The collar is waterproof and dirt-proof and is made of tough, flexible material. The collar also features a sleep and fitness tracker to help dogs become healthy. … Read more
Pretty Litter
Pretty Litter is a type of cat litter that is made from silica gel and is said to be non-clumping and odor-free. The litter comes with a proprietary health monitoring technology and changes colors to indicate potential or underlying health issues in cats. For example, a yellow to orange color would mean an acidic urine which could be an early sign of kidney disease or UTI. … Read more
Reptile Enclosure
A reptile enclosure is a structure or tank that is used to house reptiles. The enclosure may be made from a variety of materials, such as glass, plastic, or metal, and may be designed for a specific type of reptile. … Read more
Maropitant
Maropitant is a drug that is used to prevent or treat nausea, vomiting, and motion sickness. It is often used in animals, such as dogs and cats, to prevent them from vomiting due to motion sickness or after surgery. It is a member of the class of drugs called neurokinin-1 (NK-1) receptor antagonists, and is the first drug of its kind to be approved for veterinary use. … Read more
Automatic Cat Feeder
An automatic cat feeder is a device that is designed to dispense food to a cat at scheduled times. The feeder can be programmed to dispense a certain amount of food or to only dispense food when a cat interacts with the feeder. … Read more
Pet Friendly Airbnb
A pet friendly Airbnb is an Airbnb listing that is open to guests who are traveling with their pets. This can include anything from a listing that has a designated pet-friendly room or area to a listing that is pet-friendly throughout. These listings may have specific rules or restrictions about the type and size of pets that are allowed, and some may charge an additional fee for guests with pets. … Read more
Bone Broth For Dogs
Bone broth for dogs is broth that is made from the bones of animals. The broth is said to be beneficial in providing dogs with essential nutrients and helping with joint health, skin health, and digestion. … Read more
Fresh Dog Food
Fresh dog food is food that is made with whole, fresh ingredients and does not contain any preservatives or fillers. The food is designed to be more nutrient-rich and easier for dogs to digest than traditional kibble. … Read more
Slip Lead
A slip lead is a type of leash that is made of two loops of rope or fabric. The lead is slipped over the dog's head and then pulled tight to secure it. The lead is then used to control the dog by gently pulling on it. … Read more
Petzone
Petzone is the largest pet retail store and distribution company in the Middle East. The company offers pet food, pet supplies, and pet services. The company also allows its customers to shop on its website or mobile application. … Read more
Dog Allergy Test
A dog allergy test is a test that is used to determine if a dog has an allergy. The test is done by taking a blood sample from the dog and analyzing it for the presence of IgE antibodies, which are indicative of an allergy. … Read more
Gastrointestinal Dog Food
Gastrointestinal dog food is designed to help improve the digestive health of dogs. It is made with probiotics and prebiotics to help support the growth of healthy gut bacteria, as well as digestive enzymes to help break down food. … Read more
Muzzle For Dogs
A muzzle for dogs is a device that is worn by a dog to prevent it from biting. The muzzle is typically made of a hard material such as plastic or metal and fits around the dog's snout. … Read more
Trend Highlight – The Rise of Slow Feeder Bowls
Slow feeder dog bowls are sold as a way to keep a dog healthy by getting them to eat slower. These bowls have ridges, into which an owner can wedge the dog’s food. Many of these products claim a 10x increase in the time it takes for a dog to finish its meal, helping to prevent indigestion, bloating, and regurgitation.
But the slow feeder dog bowl isn’t just better for the dog, it’s also better for the owner, too: the bowl keeps the pet occupied, which is an increasingly pressing concern as more people work from home. Like online educational videos for kids, the sales pitch is about benefits to the end user, but the selling point is commonly the benefit to the person making the purchasing decision.
Trend Highlight – Why The Pup Cup Is So Popular
There’s an ongoing battle between coffee chains over dog walking routes.
Two-thirds of American households own dogs and take them on daily walks. Most times, owners take the same route day after day so a shop that’s on the route, and gets passed every single day, is far more likely to win the dog walker’s business.
To coffee chains, the math is simple: If they can spend a practically neglibable bit to grow nearly-guaranteed daily foot traffic, they’ll take it. So in 2015, Starbucks launched the Pup Cup – a small cup of whipped cream. Dogs tend to love it and many owners cite it as one of the top reasons they haven’t changed their routes over time.
It’s not the first time dog marketing has gotten creative: In what is one of history’s most creative marketing stunts, Pedigree – a dog food brand with over $1B in sales – applied stickers of dog food in bowls to city sidewalks and sprayed the stickers with dog food scents. When dogs ran to the stickers and continuously licked them, owners saw exactly what food the dog wanted. Pedigree also strategically placed the stickers in front of pet stores and supermarkets so that owners had this in mind during their purchase decision.
Similarly, many small business marketing guides recommend leaving a bowl of water outside so that dogs stop and owners glance inside the store.
It’s comparable to chain restaurants at rest stops along the interstate highway system. Drivers stop to refill their gas and notice the food chains along the way.
It’s also similar to how some retail storefronts place sugary cereals, or colorful toys, on the bottom shelf, knowing that it’ll attract kids with a parent in tow. The products for adults are then placed at the adults’ eye level. The stores use kids as a hook to target the spender, knowing they come in pairs just like the dog and its owner.
Trend Highlight – The Rising Popularity of Microchip Pet Feeders
A single statistic is driving a slew of new pet products: Pet ownership per household is on the rise.
This shift creates a problem: If you have multiple pets per household, they may eat each other’s food. Microchip pet feeders use a wireless connection to the pet’s collar to know which pet it is and only let them access it. Some units even let owners record themselves doing a “meal call”.
This same shift is also the reason surgery-recovery suits for dogs are in part becoming popular: they protect pets from each other, a newer problem - in decades past it was about protecting the pet from itself.
And as pet spending grew 2.5X over the past 2 decades, owners are increasingly investing in specialized food. While in decades past, owners may have given all their pets the same food, today many are customizing the diet for each different breed, health condition, or even based on what the pet likes or doesn’t like.
Trend Highlight – Pet Owners are Getting Portraits of Their Pets
Spending on pets has been rising at a furious pace, as people who are priced out of having kids opt to lavish their pets with gifts instead. One area of growth is pet portraits, which are either straightforward portraits or involve painting a pet in a costume. Some companies use these as a promotional tool—Chewy sends free pet portraits to loyal customers, which essentially means these customers are displaying a Chewy billboard in their living rooms. For other companies, pet portraits are their main line of business.
Like many supply chains, the center of gravity for oil paintings is in China. A single village, Dafen Painting Village, has over 1,200 painting shops, and at one time produced 60% of the world's oil paintings. These workshops often mass-produce paintings, with each worker focusing on just a single set of strokes for a particular painting—it’s oil painting on an assembly line. Dafen originally produced replicas of famous works of art like the Mona Lisa and Starry Night, but it's created a source of rapid-turnaround artists who can produce paintings of anything.
With the increasing ubiquity and quality of cameras, pet portraits are easier. Instead of needing to carefully pose a photo, pet owners can select the best of the hundreds or thousands of pictures they've already taken. While some pet portrait providers offer an earnest, realistic portrait, others lean in to the kitsch. The category relies on a sort of Horseshoe Theory of Hokiness: a pet portrait seems to take pet ownership too seriously, while an exaggerated and ridiculous one makes it clear that the owner is in on the joke. An oil painting of a dog might be ironic, but an oil painting of a dog in a space suit definitely is.
One of the leading pet portrait brands started in 2019 and grew to a team of over 60 in less than a year. At one point, the company was emailing customers to exchange $50 gift cards for unboxing videos which they could later use as ad content. And because these products fall into the category of impulse purchases, email and on-site limited time offers are successfully used by the major players.
Trend Highlight – Why Lick Mats Are So Popular
The LickiMat, and lick mat products in general, pitches itself as a way to sooth dogs psychologically and promote healthier eating habits. But it’s useful for owners, too: it keeps their pets occupied, which is an increasingly pressing concern as more people work from home.
Lick mats are plastic mats that food can be wedged into, which slows dogs down so they don’t devour their dinner in seconds. They also serve as a distraction for shorter-term needs, like pet grooming. Some pets hate to be cleaned, but they love food more than they loathe cleaning, so a product that extends the eating process helps their owners take care of them.
Like online educational videos for kids, the sales pitch is about benefits to the end user, but the selling point is the benefit to the person making the purchasing decision.
Trend Highlight – The Rise of the Reptile Enclosure
For consumers who want a low commitment pet of sorts, plants benefit from the same dynamic as easy-bake ovens and sous vide machines—they require just enough effort that it feels like an accomplishment, but not so much that it’s a chore.
In fact, some consumers even find live plants to be too much work: discussion, searches, and sales of faux plants are all growing faster than for live plants. And Whole Foods, which sells plants, dedicates a page on their site to teaching customers “How to Not Kill Your Succulent”. It’s a strong indicator of the changing dynamics given that succulents are among the easiest plants to keep alive.
In parallel, a growing wave of consumers is looking for pets that are easier to care for. Reptiles are between a traditional pet and a plant: they require much less interaction than cats, dogs, and hamsters—snake owners talk about how, when they're going on vacation for a week, they just need to feed their pet snake a little bit more the day they leave.
This makes reptiles a good pet both for people who have high incomes but minimal free time, and for consumers at the other end of the economic scale who have uncertain work schedules and don’t have a budget for expensive fresh pet food and elaborate training.
This trend is compounded by bigger picture population shifts. As people move to smaller homes in bigger cities, interest has risen in pets that don’t need as much space. And the market isn’t small: while more than half (53%) of US households have a dog and only 4% have a reptile, this 4% still amounts to a sizable 5 million households.
Trend Highlight – Why Dog Surgery Suits Are So Popular
Dogs, astoundingly, now get more knee surgeries than humans.
As veterinary care gets better, and as consumers invest more in keeping their pets healthy, dogs have started to live longer. The average dog lifespan rose 12%, to almost 12 years, from 2002 to 2016. One result of this is that there are a greater number of old dogs with health issues.
And with dog surgeries consequently on the rise, products like the dog surgery suit – which prevents a dog from disturbing its healing wounds – are seeing growing demand.
While some consumers still prefer to buy the more traditional solution–a dog cone–to solve this issue, there’s a hidden factor that’s playing into the surgery suits’ takeover of the space: Dog cones only protect a dog from itself and the number of pets per household is growing.
Unlike cones, surgery suits protect healing wounds on one dog from the other pets in a given household, which is much more common today than in decades past. Today, more than half of pet owners share their house with more than one pet.
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