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Sustainability
Within Pet industry

PROJECT OVERVIEW

This project aimed to explore and implement sustainable practices within the pet product market.

 

With the increasing awareness of environmental issues, it is essential for the pet industry to adopt sustainable measures to reduce its ecological footprint.

 

The project focused on developing a comprehensive content strategy that supports the organization's sustainability goals, conducting a qualitative content audit, and selecting the appropriate mediums to effectively communicate the sustainability initiatives.

Presentation
Introduction

As global awareness of environmental issues continues to grow, it is imperative for industries, including the pet product market, to adopt sustainable practices.

 

The pet industry, encompassing pet food, supplies, grooming, and veterinary services, has a significant environmental impact. This project aims to explore and implement sustainable measures to reduce this footprint and promote eco-friendly practices within the industry.

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The objectives of this research on developing a content strategy for sustainability within the pet industry are multifaceted.

 

First, we aim to improve the company's reputation by highlighting its commitment to eco-friendly practices and products.

 

Second, we seek to develop customer loyalty by engaging and educating pet owners on the benefits of sustainable choices for their pets and the environment.

 

Lastly, our goal is to boost product innovation by encouraging the creation and promotion of new, sustainable pet products that meet the evolving needs and values of today's consumers.

Market Validation

  • During the COVID-19 pandemic in 2020, pet industry has been experiencing a growth of about 28%.

  • 40 % of the market share of the pet industry came from U.S.

  • 70 % of American households own pets, which is 90.5 millions American families have at least one pet in their household. 

  • Forecasted growth of the U.S. pet industry: CAGR of 5.3% from 2020 to 2025.

Research
Overview

  • Generative survey

    • Objective: gain pet owners' view on sustainability of pet market​

    • Participants: 33

    • Questions: 15

  • Evaluative interview

    • Objective: gain insights on how pet owners evaluate their own practices and what/how they wish to improve​

    • Participants: 3

Research Findings

About 67% of the participants value whether a product is manufactured by an environmental friendly company/brand.​

About 66% of participants admit they look up whether a product is sustainable or not before purchasing.

This finding could be supported by quotes from participants during the interviews. 

If a company or a brand specifically marketed as sustainable/eco-friendly...

"Totally a plus for me as a customer."

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I would think the company is creating a good image to the public. A company that is doing business with sustainability and environment in mind."

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"That would catch my attention when purchasing pet products."

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More than half of the participants (approximately 61%) think that sustainable pet products often costs more than traditional pet products.

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However, about same amount of people said that they would prefer sustainable products over traditional products if it is not about costs.

What are pet owners' points of view on the costs of eco-friendly pet products?

“…the research and production of eco-friendly materials might increase the cost of sustainable products.”

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“If they are about the same price, I would go with sustainable products.”

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“I could still find some eco-friendly options that aren’t necessarily more expensive when shopping for pet products..”

Majority of pet owners believe that single-use pet products like poop bags/cat litter are the most wasteful products, follow by non-reusable packaging for food and treats.

Among these pet products, pick-up bags has been mentioned many times during the interviews.

“I always think plastic poop bags create so many wastes.”

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“These products are essential to pets’ daily lives, you could imagine the consumption of these products in a day.”

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“When I saw the public trash cans filled with poop bags

at the park, I felt bad for the environment. .”

From the survey, pet owners were asked how sustainable conscious they think they are v.s. how they actually do in their daily lives.

On a scale of 1-5, how sustainable conscious pet owners think they are approximately align with their actual practices of sustainable pet ownership.

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While many pet owners may be conscious of their impact on the environment, their actual practices overall might be less.

On a scale of 1 - 5, about 84% of participants (26/33) wish they could become more sustainable as pet owners, which we can foresee the growth of sustainability within the pet product market.

Competitive Research

PETCO

  • Commits to increasing its assortment of sustainable pet products to 50% by the end of 2025.

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NESTLE PURINA PETCARE

  • Reported the company reached its 2020 goal to achieve zero waste for disposal across all manufacturing operations and its headquarters.

  • Working toward a global ambition for zero environmental impact in its operations by 2023.

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PRAIRIE DOG PET PRODUCTS

  • Set to invest $18 million this year to help expand its manufacturing facilities in Abilene, Texas, and Montrose, Colorado.

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How we get there

  • Educate sustainability knowledge

  • Provide resources and information to further educate pet parents

  • Partnering with suppliers

  • Responsible manufacturing

  • Sustainably sourced materials

  • Sustainably sourced ingredients

  • Responsible packaging

  • Animal welfare

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