Six human trends influencing the humanisation of pets

The world of pet parenting is changing. Pets are the family we choose and we treat them as such.
From day care, hotel stays, clothing and food choices, we are humanising our pets, says South African pet nutrition expert Hill’s.
There are six trends that are shaping the human world which underpin the humanisation of our four-legged friends.

The quest for balance.
Balancing health and well-being with a busy schedule is a perpetual struggle and one that leaves people looking for easy, quick fixes to optimise their self-care. Super foods and nutrient-dense ingredients have gained popularity over the past decade and the trend has filtered into pet nutrition too.

Peace of mind
Peace of mind about what goes into your body is now worth the extra time and expense – and this trend now plays a role in pet nutrition as well. Pet parents look particularly for ‘no lists’ and ‘free from’ claims. Pet parents are more aware, more critical and are on the hunt for simple ingredients, transparency and clean labels to reassure them that what their pets are eating is healthy.

Treading lightly
Pet parents want to know where their pets’ food comes from and what impact the foods and ingredients are having on the environment. They want to know that they are making sustainable choices that won’t ultimately negatively affect the Earth.

Less is more
Less is more, streamlining, simplification, downsizing – easier is better. Consumers around the world are demanding efficiency and technology is playing an important role.

From materialism to experientialism.
It’s not about what you have, but rather what you do. People are spending more on experiences and travel and less on things – and taking our pets along with us is gaining popularity. Dog-friendly hotels and ‘petcentric’ activities such as yappy hour and cat cafés are on the rise.

One size doesn’t fit all
There is a surge of support for companies and brands that treat consumers as individuals and not as stereotypes. Pet parents are becoming less comfortable choosing a breed specific food or one size fits all food when their pet might be battling with an ailment of sorts that the food doesn’t address. Pets are an expression of human identity and brands that understand this, are the ones that will win in the future.

Carla Bath, Marketing Manager at Hill’s, says the humanisation of pets is a strong driving force underpinned by human values.
The pet care category goes beyond the transactional. It is now a lifestyle category wrapped up in emotions, expressions of our personalities and passion for our ‘fur babies’.
Bath cautions that if we are imparting our own beliefs and behaviours on our pets, we conversely run the risk of imparting some of our bad human behaviour on them as well.
‘As an example, we have seen dramatic increases in obesity, diabetes, dental issues, joint and organ problems because people are feeding their pets like they feed themselves,’ says Bath.
The reality is that along with this desire to do the best for their pets, pet parents are inundated with information and opinions from everywhere.
Everyone is an ‘expert’, from friends and family to Dr Google and store associates. Bath says that taking the time to find a vet that mirrors your beliefs is important when caring for your pet.
‘As humans, we follow the advice of medical professionals, so why wouldn’t we follow the same rules for our pets?’

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