Ep 2: Omnichannel and Uncertainty: What's Shaping the Pet Market Now

🔍 INSIGHTS & ANALYSIS
🛍️ Omnichannel or Bust: The “All of the Above” Shopper Is Here
According to Packaged Facts and MRI-Simmons, 56% of U.S. pet owners shop across multiple channels—rising to 68% for Millennials. From Walmart to Chewy, shoppers mix platforms for value, service, and convenience.
🧠 Takeaway: The omnichannel shopper is now the norm. Brands must build visibility and loyalty across multiple platforms—not just one.

🌍 Sustainability Messaging Needs a Makeover
77% of global consumers believe sustainability shouldn’t mean sacrifice—yet only 42% of North Americans bought sustainable products last month. Cost remains the top barrier.
🧠 Takeaway: Green fatigue is real. Brands must connect sustainability with emotional value, ease, and price parity.

🌐 Tariff Turbulence Ahead
With Donald Trump potentially returning to the White House, the pet food industry could face 100% tariffs on BRICS and 25% on Canada and Mexico. Leaders warn of cost spikes for imported ingredients.
🧠 Takeaway: In 2025, resilient sourcing and global trade strategies are critical—especially for ingredient-reliant brands.

🇺🇸 The $150 Billion U.S. Pet Market
U.S. pet product sales hit $150.6B in 2024, up $3B YoY. While premiumization remains strong, 65% shop online, and use of food toppers has doubled since 2018. Yet inflation looms—37% of owners report pet-related debt.
🧠 Takeaway: Deliver “premium + practical” via value packs, multifunctional formats, and experience-enhancing add-ons.

🦴 Legacy Meets Lifestyle: Brand Crossovers Go Pet
From Crocs for dogs to Marvel gear and ORIJEN’s Lion King line, lifestyle brands are entering the pet space. Message: pets are pop culture.
🧠 Takeaway: Licensing and collabs can capture buzz and resonate with Millennial and Gen Z pet parents.

✅ ACTIONABLE INSIGHTS

1. Own the Cross-Channel Journey
   Be shoppable everywhere: in-store, DTC, third-party, and subscription. Invest in tools and partnerships that support seamless channel switching.
2. Redefine Your Sustainability Story
   Focus on packaging, traceability, and low-waste formats. Link green choices to convenience, health, and taste—not just eco-virtue.
3. Audit Your Supply Chain Now
   Run tariff scenarios on your top SKUs. Consider localization and stay active in trade and policy dialogues.
4. Embrace Cultural Co-Creation
   Launch limited drops and collabs that blend pet care with pop culture, fashion, or outdoor living.
5. Make Premium Accessible
   Think bundles, toppers, and single-serve innovations that feel luxe but stay within reach. Function plus flair will define value in 2025.

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