2021
0
China Marketing to Pet Owners Market Report 2021
2021-07-01T04:06:34+01:00
OX1049609
3695
139889
[{"name":"Advertising and Marketing","url":"https:\/\/store.mintel.com\/industries\/media-marketing\/marketing"},{"name":"Pets and Pet Food","url":"https:\/\/store.mintel.com\/industries\/household-home\/pets-pet-food"}]
Report
en_GB
“In the context of post-COVID-19, a rise of spending in healthcare and at-home occasions is evidence of a shift of consumption attitudes; pet owners stay at home more and take…

China Marketing to Pet Owners Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“In the context of post-COVID-19, a rise of spending in healthcare and at-home occasions is evidence of a shift of consumption attitudes; pet owners stay at home more and take it as chances to enhance human-pet bonds by offering better treats for pets. Considering that some modern pet owners still want to go outside, offering pet-friendly services catering for the increasing demands of ‘civilised’ pet keeping will be an approach to attracting them, especially for brands who target pet owners living in tier-one cities.”
– Gloria Gan, Research Analyst

Key Issues covered in this Report

  • Important market factors, innovative marketing activities and the latest new product trends
  • Changes in pet owner profiles and shift in consumption behaviour
  • Pet owners’ concerns over pet keeping and implication on information channels
  • Opportunities for branding and pet owners’ preferences for pets’ personalities
  • Shifting attitudes, attention and lifestyles after keeping pets and implication for brands.

Table of Contents

  1. Overview

    • What you need to know
      • Key Issues covered in this Report
        • Report scope
        • Executive Summary

            • The market
              • Government introduces dog-keeping regulation for disease prevention and civilisation of pet keeping
                • Online video platforms launch activities to promote new pet KOLs
                  • Figure 1: Bilibili activity to promote new pet KOLs
                • Pet-themed anime becoming popular IPs among young audiences
                  • Offline retail of pet products goes digital
                    • The consumer
                      • The ratio of pet owners keeping cats is increasing
                        • Figure 2: Pet ownership, 2021
                      • Spending on pet health, care and insurance on the rise
                        • Figure 3: Changes in spending on pets, 2021
                      • Safety issues brought by pets become one of the top-of-mind concerns
                        • Figure 4: Concerns in keeping pets, by pet ownership, 2021
                      • Offline channel is a more important battlefield than online in pet-related marketing
                        • Figure 5: Information channels, 2021
                      • Ethical promotion and KOL marketing are as effective as product ingredient clarification
                        • Figure 6: Decisive factors in brands, by pet ownership, 2021
                      • Clever, well-behaved and mild pets most favoured by pet owners
                        • Figure 7: Preferable personalities of pets, 2021
                      • Keeping pets helps strengthen interpersonal relationships
                        • Figure 8: Changes after keeping pets, 2021
                      • What we think
                      • Issues and Insights

                        • Ethical marketing in promoting healthy and ‘civilised’ pet keeping
                          • The facts
                            • The implications
                              • Figure 9: Pet colour run Hangzhou held by RedDog and Tmall Hey Box, 2021
                            • Pet ambassadors’ role in presenting brands’ persona
                              • The facts
                                • The implications
                                  • Figure 10: Johnson Insurance and the Labrador Johnson
                                • Experiential ‘new retailing’ and private label opportunities
                                  • The facts
                                    • The implications
                                      • Figure 11: CACA PET Kunming
                                  • Market Factors

                                    • Government introduces dog-keeping regulation for disease prevention and civilisation of pet keeping
                                      • Online video platforms launch activities to promote new pet KOLs
                                        • Figure 12: Bilibili activity to promote new pet KOLs
                                      • Pet-themed anime becoming popular IPs among young audiences
                                        • Offline retail of pet products goes digital
                                          • Figure 13: Pets Cnter in Hema (can be delivered)
                                      • Marketing Activities

                                        • The Palace Museum using cats to create its own trendy culture IP
                                          • Figure 14: Cultural relic (Qing dynasty) with cat, cats living in the Forbidden City, and the cat cultural IP
                                        • Perfect diary collaborated with popular KOL’s dog for ethical promotion
                                          • Figure 15: Perfect Diary collaborated with dog Never, 2020
                                        • Heytea launched pet-friendly milk tea stores to target young pet owners
                                          • Figure 16: Heytea pet-friendly milk tea store in Zhuhai, 2020
                                      • New Product Trends

                                        • Catlink provides data-driven smart health care for pets
                                          • Figure 17: Catlink Scooper Pro
                                        • Pidan collaborates with JNBY to launch pet lifestyle collections
                                          • Figure 18: Pidan x JNBYHOME, 2021
                                        • Small businesses offer New Year’s Eve dinner for pets
                                          • Figure 19: New Years’ Eve dinner offered by Fluffy Pet, 2021
                                      • Pet Owner Profile

                                        • The ratio of pet owners keeping cats is increasing
                                          • Figure 20: Pet ownership, 2021
                                        • Pedigreed dogs account for 80% of pet dogs while pedigreed cats account for only 65% of pet cats
                                          • Figure 21: Pet ownership (pedigreed pets vs mongrel pets), by monthly household income, 2021
                                        • More singles choose to own cats
                                          • Figure 22: Pet ownership, by family structure, 2021
                                      • Changes in Spending on Pets

                                        • Spending on pet health, care and insurance on the rise
                                          • Figure 23: Changes in spending on pets, 2021
                                        • Higher-income pet owners in pursuit of outdoor leisure activities with pets
                                          • Figure 24: Changes in spending on pet leisure activities, by monthly household income, 2021
                                        • Pet insurance holds potential in attracting experienced pet owners
                                          • Figure 25: Changes in spending on pet insurance, by pet keeping experiences, 2021
                                      • Concerns in Keeping Pets

                                        • Safety issues brought by pets become one of the top-of-mind concerns
                                          • Figure 26: Concerns in keeping pets, by pet ownership, 2021
                                        • Pet owners in tier 1 cities are more aware of human-related problems
                                          • Figure 27: Selected concerns in keeping pets, by city tier, 2021
                                        • Professional and pet-friendly pet services more demanded for high-income pet owners
                                          • Figure 28: Selected concerns in keeping pets, by monthly household income, 2021
                                          • Figure 29: Pet-specialised services offered in The Opposite House Beijing
                                      • Useful Information Channels

                                        • Offline channel still a key battlefield in pet-related marketing
                                          • Figure 30: Information channels, 2021
                                        • Online socialising platforms engage more young pet owners
                                          • Figure 31: Selected information channels for getting basic knowledge of pet keeping, by age, 2021
                                        • Regional information for enrichment of pet life is more appreciated in tier 3 or lower-tier cities
                                          • Figure 32: Selected information channels for enrichment of pet life, by city tier, 2021
                                          • Figure 33: Social dog walking groups on Xiaohongshu
                                      • Decisive Factors in Brands

                                        • Ethical promotion and KOL marketing are as effective as product ingredient clarification
                                          • Figure 34: Decisive factors in brands, by pet ownership, 2021
                                        • KOLs exert strong influence over young pet owners’ decisions
                                          • Figure 35: Selected decisive factors in brands, by age, 2021
                                        • Opportunities of private label in engaging with pet owners of all income levels
                                          • Figure 36: Selected decisive factors in brands, by monthly household income, 2021
                                          • Figure 37: Pure Balance PRO+, 2021
                                      • Preferable Personalities of Pets

                                        • Clever, well-behaved and mild pets most favoured by pet owners
                                          • Figure 38: Preferable personalities of pets, 2021
                                        • Clever dogs and adorable cats
                                          • Figure 39: Selected preferable personalities of pets, by pet ownership, 2021
                                        • Good behaviour means more to male pet owners
                                          • Figure 40: Selected preferable personalities (well-behaved), by pet ownership and gender, 2021
                                      • Changes After Keeping Pets

                                        • Keeping pets helps strengthen interpersonal relationships
                                          • Figure 41: Changes after keeping pets, 2021
                                        • Cats owners are as active as dog owners in socialising with other pet owners
                                          • Figure 42: Changes after keeping pets (agree), by pet ownership, 2021
                                      • Other Pet Owners

                                        • Pocket pets favoured by tier 1 young pet owners
                                          • Figure 43: Other pet owners profile, by age and city tier, 2021
                                        • Traditional information channels are still seen as most effective
                                          • Figure 44: Information channels for basic knowledge of pet keeping, by pet ownership, 2021
                                          • Figure 45: The Spruce Pets website, a pet specialised website for different pet owners
                                      • Appendix – Methodology and Abbreviations

                                        • Methodology
                                          • Abbreviations

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