In 2022, these three changes in the pet industry deserve attention
The data from the White Paper on Pet Industry in 2021 (consumption report) shows that the consumption market size of urban pets (dogs and cats) will reach 249 billion yuan in 2021. It has increased by 20.6% compared with 2020, and the growth rate has recovered to the same level in 2019.
According to the data released by the National Bureau of Statistics, China's economic aggregate will exceed 110 trillion yuan in 2021, reaching 114.37 trillion yuan, an increase of 8.1% year on year. In contrast, the growth rate of the market size of the pet industry is far faster than the growth rate of China's economic aggregate, which is a high growth industry worthy of the name.
In addition to the expansion of the market scale, the pet population is also growing steadily: in 2021, 68.99 million urban pet owners (dogs and cats), an increase of 8.7% over 2020.
The stable growth of pet owner scale and pet consumption market in 2021 has laid a good foundation for the development of pet industry in 2022. However, in the context of consumption upgrading in the whole society, the pet industry is also on the way to diversification of consumer demand and industrial upgrading.
From the White Paper on China's Pet Industry in 2021 (consumption report), we have insight into the three major changes in the pet industry in 2022.
Change 1: The pet population is undergoing profound changes
Compared with 2020, the income level of the pet population has increased significantly. In 2021, 46.4% of the pet raising population will have a monthly income of 4000-9999 yuan, still the highest proportion. The number of pet raising people with an average monthly income of more than 10000 yuan accounted for 30.1%, an increase of 4.8 percentage points. Among them, the average monthly income of the pet population is more than 15000 yuan, 1.7 percentage points higher than that in 2020.
In addition to the increase of income level, pet owners are becoming more knowledgeable and younger. This year's data shows that nearly 90% of pet owners have a college degree or above. Compared with the results of the seventh population census, 23.61% of the working age population in China has a college degree or above. The former is nearly four times of the latter.
At the same time, the data also shows that there is one generation Z among less than five pet owners. 46.3% of pet owners were born after 1990, of which 23.4% were born after 1990 and 22.9% after 1995.
The changing trends of the three pet owners, namely, low age, high knowledge and high income, have laid a good foundation for the improvement of pet consumption, and also put forward higher requirements for the industry.
Change II: offline business will usher in the "second spring"
In recent years, online has become the constant theme of the pet industry. E-commerce is subverting traditional offline stores in almost every category. In addition to the repeated epidemic, online business has undoubtedly taken away a considerable part of the market share of traditional industries. However, such a "difficult business" recognized by the industry at present has ushered in a "recovery" in 2021.
The first is the channel preference of consumers. The channel preferences of staple food, snacks and nutrients were investigated respectively. It was found that when pet owners bought snacks, they had a higher preference for offline channels than staple food, while when they bought nutrients, they had a higher preference for pet hospitals. It is not difficult to find from the data that pet owners' preference for offline channels in all channels of purchasing staple food, snacks, nutriments and supplies has significantly increased compared with that in 2020.
The second is the substantial recovery of offline business. From the perspective of penetration rate, the penetration rate of four offline business types, namely, washing, training, paradise and photography, has rebounded significantly compared with that in 2020. The penetration rate of training increased by 116% compared with 2020, while that of photography increased by 96%.
The recovery of offline business is not only due to the stabilization of offline business itself with the normalization of epidemic prevention and control and the increase of offline consumption demand of pet owners, but also due to the self upgrading of offline business and the improvement of service professionalism.
Take pet beauty washing consumption satisfaction as an example. Compared with 2020, pet owners' satisfaction with beauty washing service has increased by 7.9%.
With the increasingly obvious trend of offline business chain, the professionalization, standardization and integration upgrading of offline stores are taking initial effect, and the "second spring" of offline business may be on the way.
Change 3: Non pet groups are bringing changes to the future development of the industry
In recent years, with the development of the pet economy, the society has entered the pet raising era, and the pet industry is booming. But at the same time, with the increase of the pet base and the uncivilized behavior of a small number of pet keepers, the public's attitude towards pets is becoming more differentiated.
First of all, the public is more sensitive to the impact of pet feeding on the public environment. According to the data in the 2021 White Paper on China's Pet Industry (consumption report), among the most uncivilized pet raising behaviors that the public can't accept, abandoning, defecating anywhere without cleaning, and walking dogs without tying ropes rank in the top three. The appearance of these uncivilized phenomena virtually aggravates the contradiction between pet raisers and non pet raisers, and at the same time, it is bound to lead to strict pet management system.
The second is the willingness of the non pet raising crowd. The proportion of non pet owners who "like pets" and "may pet in the future" is 61.2% and 58.3% respectively, a sharp drop of 17.6 percentage points compared with 2020. From this set of data, we can see the negative impact of some pet owners' non-standard behaviors: the attitude, willingness and attitude of non pet owners towards pets are becoming negative.
If the idea of pets means the basic plate of the pet industry, then the non pet raising population is related to the future of the pet industry. This trend is a great variable for the development of the pet economy. Therefore, the majority of practitioners and relevant institutions have the obligation to take more responsibility for the guidance and education of pet owners.
epilogue
Looking forward to 2022, with the growth of the number of families and the elderly population in China, the development prospect of the pet market is still broad. But there are also variables behind the opportunities. In these unknown variables, the enterprise's judgment and ability to seize opportunities become particularly important.
The 2021 White Paper on China's Pet Industry (consumption report) provides every practitioner of the pet industry with detailed and accurate industry data to understand and forecast market conditions, so that enterprises can find new market opportunities and potential markets in a timely manner, so as to adjust market strategies in a timely manner and find a breakthrough for their own development.