• by Maria Bailey , Columnist, February 13, 2023

Millions of U.S. households welcomed a new pet into their home during the recent holiday season.   Suddenly there’s a need for new bowls, beds -- and, of course, lots of toys.

Pet parents spend an average of $770 a year on pet products and services, according to the Bureau of Labor Statistics. Understanding why and how they spend can mean the difference between building your bottom line or sitting on the sidelines.

Studying how moms buy for the household has provided a unique insight into the consumer behaviors of pet parents. Understandably, not all pet owners are moms, but most pet parents exhibit buying behaviors closely aligned with women with children.

Here are four behaviors to keep in mind when marketing to pet parents in 2023:

Pet parents buy from brands that support their communities. Like traditional parents, pet parents want to know that the brands they use care about their fur-babies and less fortunate animals. Recently Niagara Water partnered with overcrowded pet shelters through a social media campaign and generated millions of engagements and social shares by pet owners. Presumably these enthusiastic pet owners consume bottled water themselves, and will recall Niagara next time they are shopping. Something as simple as a dog bowl of water or a basket of pet treats at your brick-and-mortar location can seal the deal with the pet owner community.

Pet parents are proud of their “babies.”  They like to chronicle their pets’ lives in photos and videos on Instagram, TikTok and Facebook.  Just as child product companies encourage parents to share images of their children with hashtags and social tags, brands should encourage pet parents to do the same.  It’s a great way to connect with a consumer at a point of happiness.

Pet parents celebrate milestones -- like birthdays, adoption dates, potty training and even those more mischievous moments, like when pets eat a pair of favorite shoes. Celebrate along with them to create a deeper relationship or offer products that make these celebrations memorable.

Pet parents like to spoil the children they love, and love the fur babies they spoil. Toys aren’t just for people kids! Pet parents often purchase the same products for both types of children in their family: costumes, backyard games and even a spot on the family vacation.

Remember to offer a pet option to your product line or service. Einstein bagels offers pet bagels that Mom can grab as she’s paying for the dozen she’s going to feed her family, and feel good about it when she gets home.  Make it easy and fun for her, so she’s the hero not only with the family, but with the family pet as well.

Looking at your brand and product line from the perspective of a pet parent in 2023 can open new channels of revenue and increase your customer base.  Sometimes minimal modifications to product design and/or marketing messages can increase your bottom line.