∙ Perfume your world ∙ Trend Watch PET CARE 0 DECEMBER 2019 AT A GLANCE… Pet owners are increasingly treating their dogs, cats, and even small mammals like members of their family. The opportunity to commercialize this trend into a vast range of goods and services – from pet dating apps to commuter friendly services – is outstanding. Industries like air care and fragrance are experiencing an uptick as consumer lifestyle and life-stage choices change. Pets are coming into focus as a supplementary symbol of adulthood and also of status. 1 TABLE OF CONTENTS MARKET FRAGRANCE TRENDS OVERVIEW COLLECTION 1 2 3 2 MARKET OVERVIEW what to know category overview facts & figures 1 product showcase 3 MARKET OVERVIEW - what to know Facts to consider… According to the American In 2018, pet care was a Pet Products Association, $225 billion almost 85 million business in North households have a pet and The global pet care industry America, according to market research firm over the last 30 years pet is expected to grow to Edge by Ascential. ownership has gone from $164 billion 56% to 68% of all households. by 2023 – a 31% increase from 2018, according to Euromonitor. In the US, pet odor motivates 36% Millennials have of aircare users to use products – surpassed Baby Boomers increasing as the generation with the most pets. Millennials 46% among adults 25-44, who are make up the largest segment, most likely to have pets 35% in the home. of pet owners. Source: Mintel, April 2018 Source: Pet Age 4 MARKET OVERVIEW - category overview Total US Pet Industry Expenditures (United States, 2010-2019) $80.00 $75.38 $72.56 $69.51 $70.00 $66.75 $60.28 $58.04 $60.00 $55.72 $53.33 $50.96 $50.00 $48.35 $40.00 $30.00 Value (bn USD) (bn Value $20.00 $10.00 $0.00 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 Estimated • Pet market sales have steadily increased in the U.S. over past years and will continue to grow as sales can be attributed to the growing number of pet-owning households in the US. Source: American Pet Products Association 5 MARKET OVERVIEW - category overview Number of Pet-Owning Households (United States, 2011-2018) Base: 24,054-22,848 adults aged 18+ • Pet ownership in the US continues to grow, with nearly 74 million households (58% of US households) reporting ownership of at least one pet, an increase of 11% from 2011-18. • Despite the challenges and added responsibility of owning a pet, the unconditional love and loyalty associated with pets underpins the growing pet population. • Millennials, a key demographic of pet lovers are delaying traditional milestones, like getting married, buying a house or having children thus boosting this lucrative market. Source: Mintel, Pet Supplies: 2019 6 MARKET OVERVIEW - category overview Attitudes Towards Pet’s Health & Happiness SPEND ON PET AND SELECT REASONS FOR SPENDING MORE, APRIL 2019 "Compared to a year ago, are you spending more, less, or • Pet owners are invested in their pets’ health and overall the same on your pet?” -More wellbeing, with 32% of pet owners agreeing that they are spending more on their pet compared to a year "Why are you spending more on your pet this year? Please ago. select all that apply.“ Base: 1,582 internet users aged 18+ who are dog or cat owners and have • Pet owners’ desire to keep their pets healthy and happy purchased pet supplies influences them to spend more, contributing to market gains. Source: Mintel/Lightspeed • In fact, more than half of pet owners that are spending more compared to a year ago are doing so to keep their pet healthy and/or improve their pet’s quality of life, while 45% are spending more to make their pets happy. Source: Mintel/Lightspeed 7 MARKET OVERVIEW - facts & figures Market Segmentation for Pet Care (North America, 2018) Live Animal Purchases, $2.01bn, 3% Other Services , $6.31bn, 8% Food Vet Care Supplies/OTC Medicine , Food , $31.68bn, 42% $16.44bn, 22% Supplies/OTC Medicine Live Animal Purchases Other Services Vet Care , $18.98bn, 25% • Pet Food was the highest selling pet market product category in the United States in 2018 and is projected to maintain the top spot into 2019. • The Vet Care segment brought in the second highest revenue, with sales amounting to around $18.98 billion dollars in 2018. • Other Services include grooming, boarding, training, pet sitting, pet exercise, pet walking, and miscellaneous. Source: American Pet Products Association 8 MARKET OVERVIEW - facts & figures Types of Pets in US Households Horse (North America, 2018) 2% Saltwater Fish 2% The Labrador retriever Reptile has topped the AKC's 3% list of most popular Small Animal breeds in the US 4% since 1991. Bird Dog 5% Cat Freshwater Fish Dog Freshwater Fish 42% Bird 9% Small Animal Reptile Horse Saltwater Fish Cat 33% • The ever-increasing pet parent spending and pet ownership trends indicate that not only are more people making pets are part of their family, but that pet ownership attitudes are evolving as well. • Pets are fast becoming considered family members who deserve plenty of pampering, spoiling and care. Reason being why dogs and cats are the most popular pets. Source: American Pet Products Association 9 MARKET OVERVIEW - facts & figures Pet Ownership in the US (2017-2018) Pet ownership is highest in more rural states. Pet ownership is generally lower in urban states. The 10 states that had the highest percentage of The 10 states with the lowest percentage of pet- pet-owning households were: owning households were: 1. Wyoming (72%) 1. Rhode Island (45%) 2. West Virginia (71%) 2. South Dakota (46%) 3. Nebraska (70%) 3. New York (50%) 4. Vermont (70%) 4. New Jersey (47%) 5. Idaho (70%) 5. Maryland (49%) 6. Indiana (69%) 6. Illinois (49%) 7. Arkansas (69%) 7. Massachusetts (49%) 8. Mississippi (65%) 8. Connecticut (50%) 9. Oklahoma (65%) 9. Georgia (51%) 10. Colorado (65%) 10. New Hampshire (52%) • Pet ownership is generally higher in rural states like Wyoming, West Virginia, and Nebraska. • In contrast, highly dense areas like New York, New Jersey, and Connecticut have lower pet ownership rates. Source: American Veterinary Medical Association 10 MARKET OVERVIEW - product showcase 1. HEALTHY HEMP Healthy Hemp’s CannaKit is a starter hemp kit that contains sample sizes of three hemp products. This is a great way to introduce hemp to a pet, while also finding the best application for your pet’s individual needs. 2. ORGANIC STAIN REMOVER GO by Greenshield Organic Pet Stain & Odor Remover Orange Blossom is the safe and effective way to treat accidents, eliminating the stain and the odor that often lingers behind. Along with being USDA Certified Organic, Greenshield Organic discloses every ingredient. 3. PROBIOTIC TECHNOLOGY Skout's Honor NEW Probiotic Skin Care for Pets is designed to HEALTHY HEMP SKOUT’S HONOR Cannakit Honeysuckle Probiotic Skincare support your pet's natural defenses against shedding, itching, 1 GREENSHIELD ORGANIC 3 dryness, hot spots and odor - for a naturally-balanced and 2 Go Pet Stain/Odor Remover healthier-looking skin and coat. 4. INTERACTIVE COMPANION BALL Pebby is a new monitoring tool allowing on-the-go pet parents to check up on and even play with their four-legged friends. Using the app, owners can maneuver the Pebby ball to interact with their cat or dog from wherever they are. 5. DOG PERFUME Maschio is a luxurious dog fragrance for the “man of the house” that embodies the ultimate expression of masculinity in an ambience of bergamot, lavender, marine accord, and musk. PEBBY SURE PETCARE 4 Smart Ball 6 Microchip Pet 6. AN INTELLIGENT PET FEEDER Feeder Connect The SureFeed Microchip Pet Feeder Connect monitors the eating behavior of pets. The smart feeder monitors how much and when a pet eats, sending real-time updates directly to the MASCHIO pet owner’s phone. It features integrated scales, which enable 5 Male Dog Perfume owners to provide accurate food portions to their pet. 11 TRENDS For Pets For Owners 2 12 FOR PETS 13 TRENDS - food GUT HEALTH An upswing in claims to support digestive health Putting digestive health at the center of a product’s proposition is rarer still, but the current buzz around this is likely to make such products appealing to pet owners keen to boost the health of their pets. This spotlight on digestive heath is helping to put this facet of healthy eating on more consumers’ radars and boost the desirability of diets which actively support this. It is no wonder that functional claims relating to digestive FISH4DOGS POOCH&MUTT NATURE’S VARIETY health are on the rise in pet food. Mackeral Morsels Health & Digestion Freeze Dried Digestive Aid Grain-Free Complete Food Raw Boost Mixers PUPPY SCOOPS Dogs can now celebrate National Ice Cream Day Doggie cookies, cakes and now ice cream. Companies, responding to dog owners looking for the latest way to pamper their pooch, are pumping out jowl-licking treats modeled after human sweets. Aldi’s is the latest food chain to release ice cream specifically for dogs. Their new Heart to Tail Dog Ice Cream will have your PUPPY SCOOPS POOCH CREAMERY ALDI dog’s tail wagging with excitement! Ice Cream Mix Peanut Butter Flavored Heart To Tail For Dogs Ice Cream Frozen Dog Treats 14 TRENDS - customization MODERN PET WELLNESS Customized solutions for your pet Mixlab provides personalized medications and wellness products for pets. When a prescription is received from a vet, Mixlab customizes the dosage for the pet’s size and type. Mixlab can often give the pet parent the opportunity to have the medication mixed into a flavored treat or other form that’s easier to administer.