What are the other growth opportunities for the pet industry in 2024?In 2024, which categories are the "general trend"?In 2024, what new changes will be ushered in in the market channel?On December 28, 2023, the "2023-2024 China Pet Industry Consumption Report" (hereinafter referred to as the "Report") produced by the National Companion Animal (Pet) Standardization Technical Committee, the Pet Industry Branch of the China Animal Husbandry Association, and the China Veterinary Medical Association, and the Pet Industry Big Data Platform was released.
The pet consumer market size is nearly 300 billion yuan
As the world's second largest pet market, China's pet industry, which is about to enter 2024, has experienced multiple rounds of outbreaks, driven by domestic economic development and spiritual demand, but compared with the global market, China's pet industry still has huge room for growth. In the complex macroeconomic environment, the economic prospects of pets have become the focus of attention in the industry. The trend of humanized and refined pet feeding, as well as the wave of digital, intelligent, segmented and specialized industries, are also promoting the transformation and reshaping of China's pet industry.
According to the report, in 2023, the size of the urban pet (dog and cat) consumer market will be 279.3 billion yuan, an increase of 3 over 20222%, a further slowdown in growth. Among them, the size of the dog consumer market increased slightly by 09%, and the size of the cat market continues to grow steadily, increasing by 6% compared to 2022.
In 2023, the average annual consumption of a single pet dog will be 2,875 yuan, a decrease of 02%。The average annual consumption of a single pet cat is 1,870 yuan, a decrease of 075%。
However, the number of dogs and cats has achieved a "double rise", and "stable and improving" is still the main tone of the industry. The number of pet dogs in 2023 will be 51.75 million, an increase of 1 from 20221%, the number of pet cats is 69.8 million, an increase of 68%。
The data shows that the post-90s and post-80s pet owners are still the main force of pet raising, which has increased compared with 2022. Among them, the post-90s rose by 21 percentage point, up 10 percent after 808 percentage points. The proportion of post-70s and pre-70s pet owners has declined, of which the post-70s have decreased by 81 percentage point, down 70 years ago5 percentage points.
The number of pet owners in first-tier, third-tier and below cities has increased compared with 2022. Among them, the proportion of pet owners in first-tier cities is 289%, and 30% in third-tier cities and below.
The advantages of online channels have emerged, and the audience of domestic staple food brands has increased
According to the report, from the perspective of consumption structure, the food market will still be the main consumer market in 2023, with a market share of 523%。Staple foods and snacks were relatively stable, and nutritional products increased slightly. This is followed by the medical market with a market share of 285%, of which, drugs and physical examinations increased slightly, and diagnosis and treatment and vaccines declined. The market share of supplies and services is low, respectively. 8%, but there is a higher upside.
In 2023, dog owners' preference for baked food and freeze-dried food will increase. Among them, the increase in baked grains was larger. Cat owners' preference for freeze-dried food, baked food, and puffed food all increased, and the penetration rate exceeded 40%.
Among pet owners who are accustomed to buying staple foods periodically, 1-3 months is the most common purchase cycle, and there is a tendency to gradually disperse. Among them, the proportion of dog owners who buy staple food in 1-3 months is 766%, and the proportion of cat owners buying staple food in 1-3 months is 774%。
The preference of pet owners for buying staple food to traditional online channels and pet hospitals decreased slightly. The proportion of pet stores, offline shopping malls, live broadcast platforms, and dog and cat houses increased, of which the live broadcast platform rose by a large margin, which was 63 percentage points.
From the perspective of various subdivisions of supplies, the entire industry as a whole shows a trend of "falling" more and "rising" less, among them, among dog products, the penetration rate of pet home appliances and smart products has increased slightly compared with 2022. Pet bedding and pet clothing decreased slightly compared with 2022. Among the cat products, the penetration rate of cat climbing frame and smart products increased slightly compared with 2022, and the penetration rates were respectively. 8%。
In the smart products sector, smart water dispensers, smart cameras, and smart feeders still maintain their leading edge. Compared with 2022, smart cameras have risen sharply, and categories such as smart water dispensers and smart feeders have decreased slightly.
It is worth mentioning that the era of the "great rise" of domestic staple food brands has come. Among dog owners: 473% of dog owners do not have a clear brand preference, 271% of dog owners only buy Chinese brands, 175% of dog owners only buy foreign brands. Among cat owners: 477% of cat owners do not have a clear brand preference, 283% of cat owners only buy Chinese brands, 190% of cat owners only buy foreign brands. On the whole, pet owners' preference for Chinese brands has increased significantly, while their preference for foreign brands has decreased.
There are new opportunities for pet owners to buy cars and beauty products
The report mentioned that compared with 2022, the proportion of pet owners who are hospitalized for immunization has increased. Among them, pet dogs accounted for 33 immunization3%, up 28 percentage points. Pet cats accounted for 398%, up 44 percentage points.
The satisfaction of pet owners with diagnosis and treatment showed a "two-ended" growth, and both satisfied and dissatisfied increased. Among them, satisfaction with diagnosis and treatment increased by 52 percentage points, and the number of pet owners who are dissatisfied with diagnosis and treatment increased by 06 percentage points. In the process of diagnosis and treatment, the proportion of dissatisfaction due to ** is relatively high. Among them, the proportion of lack of standardization, opacity, and arbitrary fees has increased compared with 2022. In addition, the proportion of poor service attitude and untimely disinfection and cleaning has also increased.
The data in the report also hides new opportunities, such as the demand for car purchases and beauty products. According to the survey, 380% of pet owners will have the problem of difficulty traveling with pets, 234% of pet owners love to travel, 758% of pet owners have the idea of changing cars. Pet owners pay more attention to gasoline vehicles, and the models are mainly SUVs, accounting for 718%, the car purchase budget is mainly 21-300,000 yuan, accounting for 400%。
Among the pet owners surveyed, 157% of pet owners will pay attention to beauty, and in daily consumption, the average unit price of beauty products is 100-500 yuan. The main products purchased are skin care products, and the proportion of ** is respectively. 4%。
In addition, this year's "Report" further refines the content about "exotic pets", and in 2023, the number of people who keep exotic pets has increased. Among them, the number of pet owners who raise aquariums has increased significantly, accounting for 128%, an increase of 5 from 20225 percentage points.
In the exotic pet market, food and supplies are the main consumer markets, followed by drugs and medical markets. Among them, reptiles and birds have a higher demand for food, accounting for respectively. 2%。Aquariums have a high demand for supplies, accounting for 967%。Rodents have a high demand for drugs and medical treatment, accounting for respectively. 2%。
In the process of raising exotic pets, the main problems encountered by pet owners are feeding problems, taking care of exotic pets is time-consuming and troublesome, and the quality of exotic pet products is uneven, accounting for more than 20%. The second is that there are few hospitals for different pets, they don't understand the behavior of different pets, and they are fooled by pets, accounting for more than 19% respectively.
According to the report, the boom in the exotic pet market has just "begun".
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Text: Beijing Youth Daily reporter Song Xia.
Edited by Fan Hongwei.