Over the past months, the world has been ravaged by inflation and people are losing their purchasing power due to the high cost of goods and services. So many sectors of the economy are in a deep recession that has resulted in business failure. The
pet sector is also suffering from inflation. In June 2022, pet food inflation in the U.S. reached 10.3%, Canadian had 8.1% and Europe has 8.8%.
But when it is expected that during an economic crisis, people would pull back on spending on their pets, it turned out the opposite. According to
research by Edge by Ascential, the pet industry is forecasted to reach $281 billion by 2023. Many economists believe that the pest industry is recession-proof. In the past two recessionary dips of 2001 and 2008, pet spending actually grew unabated each year by 7 percent and 5 percent respectively. Moreover, it has followed a steady trajectory of growth over the past 30 years. It's rare to find a sector that offers both growth and defensiveness in recessions like the pet industry.
Reasons for the growth of the pet industry
Pets are now part of the family: There are now around
108 million dogs in the United States– roughly one dog to every three humans. In the U.S., 70% of all households now own a pet (an increase from 56% in 1988), which means there are now more households with pets than children. The
bond between pet owners and animals is getting closer. Everyone is treating their pets like children.
Thirty years ago, dogs couldn’t come into the house, then they were allowed in the bed, and soon they will have their own room. With pets increasingly viewed as members of the family (even often taking the place of children as millennials wait longer to get married and have kids), spending on pet-care has consistently grown.
Animal protection laws: Countries now have written laws that protect pets against maltreatment and suffering. These laws are really enforced in developed countries and not in Africa where pests are exploited. Hence pet parents must ensure that these animals are not maltreated. Therefore, expenses on their medical, feeding, housing, etc are a very important part of the family’s expenses. Sometimes the government subsidizes pet products just like other basic needs.
Generation Z loves pets: It is now fashionable for the younger generation to own pets. The millennial generation already makes up 32% of pet industry consumers as they see their pets in a whole new light compared to their parent's generation. Millennials are now three times more likely to be pet owners than they are to be parents. Investors, founders, and analysts in the pet industry stated that while other sectors are suffering, the sector is bullish about its ability to withstand the worst. Part of this is because pet owners love their pets a lot. A recent
study by Consumer Affairs surveyed 1,000 pet owners and found that 57 percent of participants aged 27 and 42 love their furry friends more than their siblings. The study also found that millennials’ romantic partners come second to a pet for 30 percent of participants.
In the UK, 3.2 million new homes adopted pets. People under 35 accounted for 59% of new pet owners, while 56% of those buying a pet for the first time had children at home. In the U.S, the numbers are equally staggering. With the current trend of humanization among Generation Z, pest owners are not tightening their purse strings when it comes to everyday staples like good quality nutrition.
Covid-19 Pandemic: Stay-at-home orders created a perfect environment for pet ownership. Long hours spent in the office that once discouraged potential parents from adopting were replaced by the possibility of being present while working remotely. For the first time, half of the people employed pre-COVID-19 have been working from home, trading long commutes for quarantined conference calls, clearing social calendars, and yearning for emotional connection, which for many, has been filled by their pets. Consequently, animal adoption rates skyrocketed more than 110 percent, and fostering grew 197 percent comparatively year-over-year, according to Pethealth Inc. For existing pet parents, the stay-at-home rules offered a chance to spend more meaningful time and invest more deeply in their pets. The pandemic has made people become used to pets.