2022
9
UK Household Care Habits of Pet Owners Market Report 2022
2022-07-07T04:09:05+01:00
OX1103169
2195
152761
[{"name":"Consumer Habits","url":"https:\/\/store.mintel.com\/industries\/consumers-trends\/consumer-habits"},{"name":"Household and Home","url":"https:\/\/store.mintel.com\/industries\/household-home"},{"name":"Pets and Pet Food","url":"https:\/\/store.mintel.com\/industries\/household-home\/pets-pet-food"}]
Report
en_GB
"Interest in pet-friendly products aligned with wellness trends and created to address pet owners’ unique cleaning needs creates new opportunities for brands to explore. While heritage market players are well…

UK Household Care Habits of Pet Owners Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Household Care Habits of Pet Owners Market Report identifies pet owners’ attitudes towards household cleaning, interest in pet-friendly household care products and the impact of the cost of living on the UK home and pet care market. This report covers the household care market size, market forecast, market segmentation and industry trends for the UK home and pet care market.

 

Household Care Market: Pet Owner Consumer Behaviour

The present economic uncertainty will encourage savvier pet owner consumer behaviour. However, brands in the UK home and pet care market can capitalise on modern pet love and explore opportunities associated with pet-friendly products by marketing them as premium homecare solutions.

 

UK Home and Pet Care Market Share and Key Industry Trends

In a scenario where not having children is becoming progressively mainstream, more focus and attention is instead on pets. As pets continue earning status, the growing UK pet industry creates opportunities for specialist products in the household care market.

  • 29% of UK pet owners would be willing to pay more for household care products that supported pet training.
  • 73% of pet owners are more likely to buy a pet-friendly household care product from a brand they’ve used previously.
  • 69% of UK pet owners clean pet areas more frequently than the rest of their homes.

Future Trends in the UK Household and Pet Care Market

One of the main challenges brands that invest in pet-focused projects face is the lack of differentiation compared to regular household care solutions. Campaigns aimed at strengthening brands’ pet-inspired ethos and positioning will be key to standing out from rivals within the household care market. From pet-focused on-pack claims to collaborations with vets and pet care experts, brands in the household care market can explore different communication strategies to tap into the growing UK pet industry.

To discover more about the UK Household Care Habits of Pet Owners Market Report 2022, read our UK Pet Food Market Report 2022or take a look at our extensive Pets Market Research.

 

 

Quickly Understand

  • The impact of COVID-19 and the cost of living on the UK home and pet care market.
  • Pet-friendly launch activity and product innovation opportunities for the household care market.
  • Duration of household cleaning for pet owners.
  • Important hard surface cleaning product features for pet owners.
  • Attitudes towards household cleaning for pet owners.

 

Covered in this Report

Products: Air care, cleaning equipment (mops, cloths), hard surface cleaning products, kitchen roll, laundry products.

Brands:  Skout’s Honor, Procter & Gamble (Flash), Pets at Home, Amazon, Vanish, Astonish, Cristalinas, Simple Solution, Regina, Febreeze, Zoflora, Fabulosa, Dr. Beckmann, Furr Boost, Nookary, Colt & Willow, Swiffer.

 

Expert Analysis from a Specialist in the UK Home and Pet Care Market

This report, written by Emilia Tognacchini, a leading senior analyst in the household sector, delivers in-depth commentary and analysis to highlight current trends in the household care market and add expert context to the numbers.

Interest in pet-friendly products aligned with wellness trends are created to address household cleaning for pet owners, with unique opportunities for brands to explore. While heritage market players are well placed to capitalise on modern pet love, it is key for brands to illustrate pets as their ultimate consumer to win pet owners’ trust and become a top performing brand in the pet-focused household care category.”

Emilia Tognacchini
Senior Household Care and Brands Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Market context
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for the pet-friendly household care market
      • Figure 1: Category outlook, 2022-27
    • The market
    • Modern pet parenting offers new opportunities
    • Declining birth-rate moves focus towards pets
      • Figure 2: Number of live births, England and Wales, 2010-20
    • The consumer
    • Pet ownership increases overall cleaning time
      • Figure 3: Cleaning duration, by pet ownership, 2022
    • Perceptions of health linked to germ-free environments
      • Figure 4: Important hard surface cleaning product features for pet owners, 2022
    • Position pet-friendly household care products as more than cleaning tools
      • Figure 5: Interest in pet-friendly household care product concepts, 2022
    • Leverage heritage to win pet owners’ trust
      • Figure 6: Household care behaviours of pet owners, 2022
    • Reassure consumers to promote usage and purchases
      • Figure 7: Attitudes of pet owners towards household care, 2022
  3. Issues and Insights

    • It is time to invest in pet-focused cleaning
    • Align to wellness trends to leverage the humanisation of pets
    • See pets as the ultimate consumer
  4. Market Drivers

    • The conflict in Ukraine will hurt the UK economy
    • Inflation is the key concern for 2022 for consumers, brands and the economy
    • Consumers’ financial wellbeing has slipped from its recent high point…
      • Figure 8: Household financial wellbeing index, 2016-22
    • …and concerns over inflation are coming to the fore
      • Figure 9: Consumer concerns about household finances, 2021-22
    • Economic uncertainty impacts on pet spending…
    • …but there is still market space for pet-focused homecare launches
    • Declining trend in child birth rate continues
      • Figure 10: Number of live births, England and Wales, 2010-20
    • Focus moves towards pets
      • Figure 11: Pets at Home celebrates mother’s day, 2022
    • COVID-19 spurred pet adoption
      • Figure 12: New pet ownership since March 2020, 2021
    • Dogs and cats most popular domestic animals
      • Figure 13: Pet ownership, by generation, 2022
    • Blend pet-friendly with green and ethical
      • Figure 14: Skout’s Honor Honeysuckle Probiotic Shampoo with Avocado Oil, 2022
    • Team up with grocery and specialist pet retailers to increase visibility
      • Figure 15: Retailers used for pet food and pet care products, 2021
    • Amazon launches first ever Pet Day
  5. Launch Activity and Innovation

    • Use product descriptions and design to standout
      • Figure 16: Examples of pet-friendly household care launches, 2020-21
    • Sofidel launches Regina Pets
      • Figure 17: Regina Pets Extra Large Paper Sheets, 2020
    • Flash tackles pet messes quickly and easily
      • Figure 18: Examples of Flash pet Lovers product launches, 2020
    • Febreze introduces pet-focused car freshener
    • Zoflora pet range explores new formats
      • Figure 19: Examples of pet-friendly Zoflora Fresh Home range, 2017-21
    • Fabulosa launches Furbulosa pet range
  6. Advertising and Marketing Activity

    • Dr. Beckmann celebrates pets and pet owners
      • Figure 20: Dr Beckmann celebrates the Queen’s silver jubilee, 2022
    • Zoflora takes pet owners seriously
    • Simple Solution makes pet parenting easy
    • Fabulosa explores pet-focused collaborations
      • Figure 21: Fabulosa teams up with Furr Boost, 2022
    • Smaller brands targets pet owners discreetly
  7. Cleaning Duration

    • Pet ownership increases overall cleaning time
      • Figure 22: Cleaning duration, by pet ownership, 2022
    • Pet ownership presents long-term opportunities
      • Figure 23: Examples of per-friendly homecare products from North America, 2021-22
    • More pets mean more cleaning
      • Figure 24: Cleaning duration, by number of dogs/cats owned, 2022
  8. Important Features in Hard Surface Cleaning Products

    • Households’ health and hygiene linked to germ-free environments
      • Figure 25: Important hard surface cleaning product features for pet owners, 2022
    • Older pet owners focus on formulas
      • Figure 26: Important hard surface cleaning product features for pet owners, by financial situation, by age, 2022
    • Use scents to resonate with younger pet owners
  9. Interest in Pet-Friendly Household Care Product Concepts

    • Position pet-friendly household care products as more than cleaning tools
      • Figure 27: Interest in pet-friendly household care product concepts, 2022
      • Figure 28: Examples of per-focused homecare products that help prevent pets remarking, 2022
    • Focus on particular pet types and habits to stand out
      • Figure 29: Examples of cat-focused household care product concepts, 2020
    • Position breed specific products as premium options
      • Figure 30: Examples of pet product launches targeted at specific breeds, 2019-20
    • Team up with pet care experts to upgrade brand image
    • Younger pet owners more likely to invest in pet-friendly launches
      • Figure 31: Proportion of consumers interested in and willing to pay more for pet-friendly household care product concepts, by age, 2022
    • Align offering to older pet owners priorities
  10. Household Care Behaviours of Pet Owners

    • Leverage heritage to win pet owners’ trust
      • Figure 32: Household care behaviours of pet owners, 2022
    • Foresee launches from own-label brands
      • Figure 33: Pet-friendly homecare product launches from own-label brands, 2018-21
    • Put pet health at the forefront of communication
    • Understand pet owners’ specific cleaning needs…
      • Figure 34: Examples of pet-friendly homecare launches designed to facilitate cleaning routines, 2021-22
    • …and design the answer
      • Figure 35: Vamoosh Pet Hair Dissolver, 2020
  11. Attitudes of Pet Owners towards Household Care

    • Reassure pet parents to promote usage and purchases
      • Figure 36: Attitudes of pet owners towards household care, 2022
    • See pets as the final consumers
      • Figure 37: Zoflora Mountain Air Multipurpose Disinfectant Cleaner, 2022
    • Address demand for guidance
  12. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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Data

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*databooks not available with UK B2B Industry reports.

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