Fido and Fluffy have joined the tech revolution, as a growing number of consumers are spending big bucks on technology to keeps tabs on their pets and improve their quality of life. From health monitoring devices to automated dog doors and feeders, pet technology — or “pet tech” — is emerging as a growing source of revenue in an ever-growing pet market. Competition among brands seeking to get their products in front of pet owners is growing fierce.
A relatively new business segment, the pet technology market is already expected to reach $9.31 billion in sales in 2024, and could grow to over $56.59 billion by 2036, according to data from ResearchNester. And retailers and brands in the pet sector are eager to connect with all those tech-savvy pet owners out there.
That’s where Advantage Solutions can help, with its menu of omnicommerce services and end-to-end, shopper-centric marketing solutions, says Jason Katz, senior vice president of strategic planning at Advantage Unified Commerce, a division of Advantage Solutions that provides omnichannel solutions across e-commerce, lifestyle and retail platforms.
“Millennials and Gen Z are increasingly choosing pets over children, influencing spending patterns and product offerings,” Katz says. “These groups are driving the growth in pet ownership, with a predicted 14% increase by 2030. Additionally, the humanization of pets is influencing spending, with pet owners prioritizing high-quality food and wellness products.”
Although the use of pet tech is more prevalent among higher-income households, Katz says its adoption spans all demographics. Whatever the situation, pet owners are becoming more reliant on technology to improve their pet’s quality of life and preserve their own emotional well-being.
“Pet parents that work full time out of the home are more likely to use pet cameras, allowing them to interact with their pets throughout the day,” Katz says. “Younger pet owners are more likely to utilize multiple pet tech devices, indicating the higher prevalence of tech in many aspects of their lives.”
And while pet owners who are single are more likely to focus on health monitoring devices, reflecting the priority of their long-term care, Katz says, those who also have kids at home are using tech like GPS trackers and automated dog doors as integrated family and pet care solutions.
Tech growth in pet care
According to AUC data, more than half of pet owners (56%) are actively seeking out a variety of tech tools to simplify their lives and enhance the lives of their furry friends. Among the tech enhancements growing in popularity today are:
- Health monitoring: Wearable devices like smart collars and fitness trackers will monitor pets’ health metrics, including heart rate, activity levels and even hydration. These devices can alert owners to potential health issues before they become serious.
- Smart feeding systems: Automated feeding devices will become more sophisticated, allowing owners to control portions and schedules via smartphone apps. Some may even use AI to adjust feeding based on the pet’s activity levels and dietary needs.
- Home automation: Integration with smart-home systems that allow pet owners to monitor and interact with their pets remotely, controlling temperature, lighting and entertainment devices to keep pets comfortable and engaged.
- Enhanced safety features: Technology such as GPS tracking and geo-fencing that helps keep pets safe, alerting owners if their pet leaves a designated area or if there’s an emergency.
- Social connectivity: Platforms that connect pet owners for social activities, pet sitting and sharing resources are growing, fostering community among pet lovers.
- Sustainable products: Eco-friendly pet tech, including biodegradable toys and sustainable food sources, will gain popularity as more consumers prioritize sustainability in their purchasing decisions.
“Overall, the future of pet technology will focus on enhancing the quality of life for pets while providing owners with tools that make pet care easier, more informed and more connected,” Katz says.
How Advantage can help
Brands and retailers can connect to these tech-savvy pet parents through partnering with Advantage in a number of ways, Katz says, including through establishing platforms and partnerships to align clients’ brands with pet tech brands; cross-merchandising solutions; developing loyalty initiatives that are linked to discounts on pet tech and subscriptions; helping create smart packaging equipped with QR codes that can provide instant access to digital content, such as training tips or product benefits; and offering services like enhanced e-commerce experiences or partnerships with retailers that cater to pet supplies and tech.
“Our research reveals an opportunity for brands to engage with this growing market through shopper-centric brand building and omnicommerce excellence,” Katz says. Beyond cool gadgets, Katz suggested additional ways that brands and retailers can connect with tech-savvy pet owners, such as community and gamification, i.e., building online communities and gamifying pet care with the help of tech platforms. Brands can create apps that allow pet parents to track their pets, share experiences and earn rewards for engaging with the brand or purchasing products. This fosters a sense of community and encourages repeat purchases.
“The opportunity isn’t confined to the pet aisle,” Katz says, noting that pet owners buy more categories across all types of retail than non-pet owners. “Brands outside the pet industry can tap into the pet-parent market by aligning their products with the pet lifestyle.”
