“CBD for pets products are one of the newest additions to the cannabis market and are not dissimilar from CBD for people. Issues like regulations complicate the consumer experience, particularly in regard to what vets can – and cannot – say or do when it comes to CBD for pets. Stress, anxiety and muscle and joint issues are the most common use cases with pets, so a challenge brands will face is helping humans identify those familiar concerns in their animal companions. Building trust should be the focus of all brands, with extra focus on safety as animals’ small bodies leave less room for error. However, people are willing to pay for trustworthiness, so brands should consider trust and quality product investments, just as people are willing to invest in their pets.”

– Michele Scott, Senior Analyst

This Report looks at the following areas

  • How the COVID-19 pandemic may continue to cause stress for pets, and how CBD can help
  • How regulations challenge the market, especially when it comes to trust-building and product discovery
  • When consumers are willing to pay more for a CBD for pets product
  • When product format matters, and why it might not be the most important piece of the product development puzzle

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
            • Economic and other assumptions
              • COVID-19: US context
              • Executive Summary

                  • Top takeaways
                    • Market overview
                      • Impact of COVID-19 on CBD for pets
                        • Figure 1: Short, medium and long term impact of COVID-19 on CBD and CBD for pets, 2021
                      • Legality and regulation are the greatest challenges
                        • Figure 2: Discovery of CBD for pets, 2021
                      • Opportunities
                        • Be consumers’ emergency liaison
                          • Innovate around safety
                            • Treat CBD for pets as higher-end products
                              • Figure 3: Willingness to pay more for trustworthy CBD pet products, 2021
                            • Consider COVID-19’s impact on pets
                            • Pet Owners – Key Takeaways

                              • Dogs are the bigger opportunity
                                • Regulations
                                  • Provide quality without becoming too luxury
                                  • Pet Owners by the Numbers

                                    • Dog owners are the bigger opportunity
                                      • Figure 4: Types of pets owned, 2021
                                    • Single-pet homes, dogs, dominate
                                      • Figure 5: Number of dogs and cats in a household, 2021
                                    • CBD for pets should take a generalist approach
                                      • Figure 6: Specialty products and services for pets, 2021
                                  • Market Factors

                                    • Growing market for pet care benefits CBD for pets products
                                      • Figure 7: Total US retail sales and forecast of pet care products and services, at current prices, 2015-25
                                      • Figure 8: Table of total US sales and forecast of pet care products and services, at current prices, 2015-25
                                    • Legal issues block preferred discovery opportunities
                                      • CBD for pets is a grey area
                                        • Economic troubles may pause trial
                                          • Figure 9: Use of CBD for pets – Have used and would use again, by household income, 2021
                                          • Figure 10: Interest in CBD for pets – Have not used, but interested in trying, by household income, 2021
                                      • Companies and Brands – Key Takeaways

                                        • Win owners by pleasing pets
                                          • Educate, educate, educate
                                            • Build trust to build brands
                                              • COVID-19 can be an opportunity for pets, too
                                                • Treating and CBD pair well
                                                • Competitive Strategies

                                                  • Overview of the brand landscape
                                                    • Pet preferences ease pet owners into CBD
                                                      • Figure 11: Dog and cat products with CBD in familiar flavors
                                                    • Utilize tech to ensure smarter choice
                                                      • Figure 12: Online tools for CBD for pets products
                                                    • CBD creates opportunity for regular treating
                                                      • Figure 13: CBD treats for cats and dogs
                                                    • Varied formats serve a variety of needs
                                                      • Figure 14: Formats of CBD for pets beyond treats
                                                  • Market Opportunities

                                                    • Mintel Trend Drivers: consumer trends impact pets, too
                                                      • Figure 11: Mintel Trend Drivers
                                                    • Empower consumers through education
                                                      • Boost CBD food and treats with other attributes
                                                        • Figure 12: Interest in CBD for pets, by factors that influence pet food/treat purchases, 2021
                                                      • Think safety first with innovation
                                                        • Don’t cut corners with CBD
                                                          • COVID-19 creates opportunities for pets
                                                          • The Consumer – Key Takeaways

                                                            • Format interest is even
                                                              • Bring vet-expertise to consumers
                                                                • CBD should not be a niche product
                                                                  • Stress, pain dominate for pets, too
                                                                    • Build trust; consumers are willing to pay for it
                                                                    • Use and Interest in CBD for Pets

                                                                      • Differentiate on points other than format
                                                                        • Figure 13: Use and interest in CBD for pets, 2021
                                                                      • Dogs are double the opportunity
                                                                        • Figure 14: Use of CBD for pets, by dog vs cat owners, 2021
                                                                      • Younger pet owners are the target audience
                                                                        • Figure 15: Use and interest in CBD for pets, by age, 2021
                                                                      • CBD products should be higher-end
                                                                        • Figure 16: Use of CBD for pets, by attribute, 2021
                                                                    • Discovery of CBD for Pets

                                                                      • Lead with credentials to offer legitimacy
                                                                        • Figure 17: Discovery of CBD for pets, 2021
                                                                      • Win over women with credentials
                                                                        • Figure 18: Discovery of CBD for pets – Veterinarian’s office, by gender, 2021
                                                                      • Prepare for skepticism in older pet owners
                                                                        • Figure 19: Discovery of CBD for pets – Veterinarian’s office, by age, 2021
                                                                    • Purchase Location

                                                                      • Keep CBD convenient
                                                                        • Figure 20: Purchase location, 2021
                                                                      • Women see CBD as medication
                                                                        • Figure 21: Purchase location, by gender, 2021
                                                                      • Younger pet owners need convenience and value in CBD
                                                                        • Figure 22: Purchase location, by age, 2021
                                                                    • Reasons for Use

                                                                      • Keep CBD for pets messaging similar to general CBD claims
                                                                        • Figure 23: Reasons for use among past users who would use again, 2021
                                                                      • Help women understand how CBD helps pets
                                                                        • Figure 24: Reasons for use among past users who would use again, by gender, 2021
                                                                      • Remove barriers to tip the scale with interested nonusers
                                                                        • Offer women piece of mind; interest is already strong
                                                                          • Figure 26: Reasons for interest among interested nonusers, by gender, 2021
                                                                      • Attitudes about CBD for Pets

                                                                        • Trust is going to be the deal-maker
                                                                          • Figure 27: Attitudes about CBD for pets, 2021
                                                                        • Women are skeptical of CBD more broadly
                                                                          • Figure 28: Attitudes about CBD for pets, by gender, 2021
                                                                        • Older consumers are key demographic, though not without challenges
                                                                          • Figure 29: Attitudes about CBD for pets, by age, 2021
                                                                      • Appendix – Data Sources and Abbreviations

                                                                        • Data sources
                                                                          • Sales data
                                                                            • Forecast
                                                                              • Consumer survey data
                                                                                • Abbreviations and terms
                                                                                  • Abbreviations
                                                                                    • Terms

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