In preparation for SUPERZOO, where brand and marketing leaders flock for North America’s largest gathering in pet, we checked in with our category experts, asking for their take on fast-moving trend cycles, the personification of pets and how brands can win with the future pet parent consumer.
The SUPERZOO Expo begins next month. Expected to draw in 18,000 pet industry professionals, over 1,000 new products and 65+ innovators and entrepreneurs in the emerging brands showcase, it’s the epicenter of pet. The attendance numbers correlate to projected growth for the category. Despite inflation and other external forces, the pet category continues to grow with an expected 6% CAGR through 2028.1 This sector is evolving more than ever, as owners are prioritizing pet mental and physical health above their own, treating them like an equal family member and humanizing their pets overall.
“For decades, we’ve thought of animals as playing a different role in consumers’ lives, but now new mental health, lifestyle and care trends for pets are coming into the conversation.”
Gearing up for the mid-August trade show, we asked our experts what’s shifting most rapidly and how to prepare for the future of pet.
Meredith Post believes in being a force of nature. As Senior Creative Director at LPK, she helps brands unlock their ultimate value and guides teams to achieve new levels of creative excellence.
Meredith is a published author, thought leader and speaker, covering topics such as creative strategy, brand design and fostering a culture of creativity.
At LPK, she has worked with The J.M. Smucker Co. to evolve its iconic portfolio for changing consumer tastes, guided Anheuser-Busch AB InBev in modernizing legacy brands like Natural Light and Ritas, and built a digital-first skincare brand for Procter & Gamble.
Carina Sandoval is an expert in pointing brands forward, shaping evocative strategies that bridge the gap between consumer desires and business goals.
She is a sought-after resource for consumer research, insights, strategic foundations and brand identity development.
At LPK, Carina has helped BlueTriton Brands tap into consumer motivations for maximum brand resonance, and brought cultural insight and market expertise to The J.M. Smucker Co.’s coffee business, outfitting it for future consumers.
Across complex categories and fast-moving industries, Kyle Schutte is focused on moving brands forward.
Kyle brings more than 15 years of deep expertise in brand transformation, new brand creation and consumer and customer strategy, namely in the categories of food + beverage, wine + spirits, and sports + outdoor.
At LPK, he has helped Gillette keep pace with fast-evolving consumer expectations, led Constellation Brands’ consumer journey work to sustain category leadership, and partnered with Acushnet on the modernization of Titleist, maker of the #1 ball in golf.
In pet, trend cycles are becoming shorter, with the influence of human categories shaping pet more rapidly. What does this mean for the category and how are you seeing it play out?
“Trends in the human category are now simultaneous with pet, which has changed significantly from four years ago. We've all heard ‘pets are the new kids,' but today we're noticing how pets are treated differently than children: they are an idyllic extension of a person's identity. We treat them better than we treat ourselves and use them as a signal of who we are and want to be.”
Meredith PostSenior Creative Director
“Human categories are cross-pollinating with the pet sector everywhere from function, form, flavor and design aesthetics. This colors our landscape of choices in a particular way. People are modeling their pet’s options off what they choose for themselves—if consumers are into their own nutrition, they might prefer added vitamins for their pets as well.”
Carina SandovalBrand Strategy Director
“The boundary lines around the pet category are blurring. For decades, we've had a singular, specific definition of pets in people's lives, but now we're seeing consumers introduce mental health concerns, lifestyle enhancements and care trends that feel more human. This is coming into the conversation and showing up on shelves.”
Kyle SchutteDirector of Client & Category Partnership
What’s a consumer learning that feels new, counter or unexpected to pet category norms?
“Inflation has caused consumers to make cuts in their budgets. While some folks had to go so far as relinquishing their pets to make ends meet, many are prioritizing their pets as they manage their expenses. In fact, most lower-income families are more likely to consider their pet as important as a family member and will reduce their spending in other aspects to ensure their pet’s needs are met.”
Carina SandovalBrand Strategy Director
“Functionality is at the forefront with probiotics, hydration, CBD and even mushrooms present in products for pet. Human culinary cues are also showing up in the pet space with owners spending countless hours—and dollars—creating special moments for their pets. We see a lot of birthday pup pies or charcuterie-style treat boards that reflect the investment into giving their pets the happiest, healthiest life they can afford.”
Meredith PostSenior Creative Director
“We can see the signposts of what’s changing in pet via generations that have the buying power. Gen Z is going to play a huge part in the way pets are cared for in the future. It’s important to learn these consumers’ mindsets first via deep discovery, then chart innovations accordingly.”
Kyle SchutteDirector of Client & Category Partnership
What has you most excited about the future of the pet category?
“Taking care of pets is a calling for all generations. We have an innate chemical reaction to want to care for and love our animals. Finding ways to ‘communicate' with them is a very exciting endeavor.”
Kyle SchutteDirector of Client & Category Partnership
“There are endless opportunities in the pet category right now. I imagine things like a beauty aisle for pets at Target, or a private retailer for pet wellness and supplements pop up. I also think cats will be the next big money maker for the pet industry.”
Meredith PostSenior Creative Director
“The overarching idea of humanization of pet brands is very exciting. Brand collaborations and category crossovers will be a contemporary way to resonate with both the owner and the pet.”
Carina SandovalBrand Strategy Director
Want to talk in more detail with one of our pet experts? Or heading to SUPERZOO and interested in a meetup? Just reach out to us here.
