MARKETING TO PET OWNERS - CHINA - JANUARY 2018

MARKETING TO PET OWNERS - CHINA - JANUARY 2018

Jan 2018 Mintel Pet Care ServicesN/A Price :
$ 3990

The pet industry will continue on an upward trajectory, especially related to cat ownership. This is because people want to fill the emotional void in their lives (eg parenthood) without completely changing their lifestyles. As pet owners value animals’ companionship a lot, marketing communications and product benefits could be around pet pampering and doting, instead of cutting down the interaction between pets and owners in the interest of saving time.

Table of Contents

OVERVIEW
What you need to know
Covered in this Report
EXECUTIVE SUMMARY
The consumer
Dogs remain the favourite; cats become the second most liked
Figure 1: Pet ownership, 2016 vs 2017
Key barrier to pet ownership: money or time?
Figure 2: Barriers to becoming a pet owner, November 2017
Owners’ love for pets is genuine and powerful
Figure 3: Triggers to becoming a pet owner, November 2017
Pet food continues to drive profits, followed by grooming services
Figure 4: Pet products and services bought in the last year, November 2017
Figure 5: Claimed annual spending on pet categories, November 2017
Animal welfare and humanised services are yet to take off
Figure 6: Interest in pet food-related services, November 2017
Credibility comes from not only diploma, but also ‘visible’ personal experiences
Figure 7: Most trusted information channels regarding pet information, November 2017
What we think
ISSUES AND INSIGHTS
Opportunities of pet food lie in human emotions
The facts
The implications
Figure 8: Product examples
Figure 9: Product examples
Figure 10: Product examples of Jujushou
Boost brand image through offering special care for pets
The facts
The implications
Pets will be living in a smart, fun world
The facts
The implications
THE CONSUMER – WHAT YOU NEED TO KNOW
Is it now a cat’s world?
Would consumers pay a premium for convenience-driven pet products?
Which business is most profitable for players to enter?
CHANGES IN PET OWNERSHIP
Growth in cat ownership is the most obvious, while dogs continue to be the most liked
Figure 11: Pet ownership, 2016 vs 2017
Consumer profile of owners of popular pets
Figure 12: Dog ownership, by age, 2016 vs 2017
Devotion to favourite pets is increasing
Figure 13: Repertoire of pet ownership, 2016 vs 2017
Who are multiple pet owners?
Figure 14: Repertoire of pet ownership, by living situation, November 2017
Figure 15: Repertoire of pet ownership, by age, November 2017
Figure 16: The proportion of pet owners who have one pet, by type of pets, 2016 vs 2017
Figure 17: Pet ownership, by owners of different pets, November 2017
The fast-growing pet market is not a bubble but an opportunity
Figure 18: Pet owners’ experience, November 2017
Figure 19: Repertoire of pet ownership, by pet owners’ experience, November 2017
Figure 20: Pet owners’ experience, by age, November 2017
Figure 21: Monthly household income, by age, November 2017
BARRIERS TO PET OWNERSHIP
Money is a hygiene factor to pet ownership
Figure 22: Type of companies pet owners work at, by household income, November 2017
Is time the fundamental barrier?
Figure 23: Barriers to becoming a pet owner, November 2017
How to attract not-fully-committed people?
Figure 24: Popularity of’ cat person’ and ‘dog person’, June-December 2017
Figure 25: Popularity of ‘cat’ and ‘dog’, June-December 2017
Issues with pets across children of different ages
Figure 26: Barriers to becoming a pet owner, by children’s age, November 2017
MOTIVATIONS TO PET OWNERSHIP
Seeking long-term companionship, not short-term excitement
Figure 27: Triggers to becoming a pet owner, November 2017
People’s genuine interest in animals extends pet ownership
Figure 28: Triggers to becoming a pet owner, by pet owners’ experience, November 2017
Figure 29: Triggers to becoming a pet owner, by gender, November 2017
Figure 30: Pet owners’ experience, by gender, November 2017
Different pets have different charms
Figure 31: Selected emotional triggers to becoming a pet owner, by types of pets, November 2017
Figure 32: Selected triggers to becoming a pet owner, by types of pets, November 2017
COST OF OWNING A PET
Going beyond food and lodging
Figure 33: Pet products and services bought in the last year, November 2017
Which business attracts more money?
Figure 34: Claimed annual spending on pet categories, November 2017
Figure 35: Claimed annual spending on pet categories among dog owners and cat owners, November 2017
Who likes splurging on pets?
Figure 36: Annual spending on pet categories, by gender, November 2017
Figure 37: Annual spending on pet categories, by age, November 2017
Figure 38: Pet foods and medicine bought in the last year, by pet owners’ experience, November 2017
Figure 39: Selected pet products and services bought in the last year, by pet owners’ experience, November 2017
Figure 40: Selected pet products and services bought in the last year, by pet owners’ experience, November 2017
Figure 41: Annual spending on pet categories, by pet owners’ experience, November 2017
INTEREST IN PET SERVICES
White space in pet foods business: personalisation
Figure 42: Interest in pet food-related services, November 2017
Animal welfare is rising to be a relevant topic
Figure 43: Interest in pet food-related services, November 2017
Figure 44: Product demonstration of Pedigree’s camera effect, November 2017
Demand for health check-up but not yet ready for insurance
Figure 45: Interest in pet health-related services, November 2017
Humanised services are not yet common
Figure 46: Interest in value-added services, November 2017
Offline knowledge-sharing events are not popular
Figure 47: Interest in gaining pet-related knowledge offline, November 2017
TRUSTED SOURCES OF INFORMATION
Word of mouth in a close network is much more valued than brands and marketing
Figure 48: Most trusted information channels regarding pet information, November 2017
Top area of improvement: salespeople in supermarket
Figure 49: Most trusted information channels regarding pet information, by household income, November 2017
Two-level brand winning strategy
Figure 50: Most trusted information channels regarding pet information, by pet owners’ experience, November 2017
MEET THE MINTROPOLITANS
Mintropolitans are more involved in pet ownership
Figure 51: Pet owners’ experience, by consumer classification, November 2017
More interested in cats
Figure 52: Pet ownership, by consumer classification, 2016 vs 2017
Future business growth comes from health and beautification
Figure 53: Pet products and services bought in the last year, by consumer classification, November 2017
Online celebrity influences will be more valued
Figure 54: Most trusted information channels regarding pet information, by consumer classification, November 2017
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Abbreviations

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