In Germany, the economic landscape remains challenging due to ongoing inflation, impacting consumer spending power, particularly in pet and household care products. Indeed, pet ownership trends reveal that financially stable Germans are likelier to own pets, with Gen Z showing the highest ownership rates at 79%.
Pet ownership is on the rise in Germany, leading to increased demand for household care products that address pet-related needs. There’s a significant opportunity for brands to innovate, especially in floor cleaning solutions, as 62% of pet-related messes experienced are hair and feathers on the floor. Brands can enhance their market presence to pet owners by featuring simple visual cues, such as paw symbols and pet photos on pack, to highlight the effectiveness of their products. Additionally, focusing on odour-removal has more potential, as few products currently make this claim.
To connect with younger pet owners, brands need to focus on education through social media platforms, as both Gen Z and Millennials are active users. This approach can help brands establish a stronger rapport with these demographics by addressing their specific needs.
Mainstream brands can tap into Germany’s high pet ownership by using simple communication on-pack about suitability for pets.
Yasemin Holtemayer, Household Care Research Analyst, Germany
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