Pet anthropomorphic consumption experts suggest that products should meet the "dual perspective needs"

With the increasing popularity of pets in people's lives, the Internet has become an important platform for disseminating pet raising knowledge. At the same time, the active promotion of businesses also encourages consumers to gradually realize the importance of scientific and meticulous pet raising methods for ensuring the health and happiness of pets, and promotes the development of consumers' pet raising behaviors in a scientific and anthropomorphic direction. According to the "2024 Q1 Consumption New Potential White Paper" (hereinafter referred to as the "White paper") released by Magic Mirror Insight, the pet health product market grew steadily in the first quarter of 2024, with sales reaching 800 million yuan, an increase of 9.0%. Among them, general nutrition cream for cats and dogs has become a hot category, and other subcategories such as dog nutrition cream and cat hair cream have also shown strong growth momentum.

The White Paper further pointed out that in the pet health product market, the sales growth rate of products with the function of "eliminating bad breath" is particularly significant, with a year-on-year growth of up to 160%. At the same time, joint care products and the chondroitin components they contain are also popular because of their significant health care effects, with sales increasing by nearly 50% year-on-year. Moreover, the promotion of these hot products mostly adopts the network video style of personification, scene and life, and the acceptance is much higher than the traditional product evaluation. A consumer who bought a pet joint care product said he was "planted grass" after watching a pet blogger's videos. The blogger documented the changes in his cat's use of Chondroitin through text and videos, which caught his attention and eventually prompted him to buy the same product.

When browsing the product evaluation area and the comment area of pet bloggers' promotion posts on the e-commerce platform, the reporter also found that consumers not only care about the eating effect of pet nutrition products, but also pay great attention to the nutritional value and smell of products. However, pet doctors also remind consumers that when choosing pet health products, factors such as safety, nutritional value, brand reputation, price and cost performance, as well as pet preferences and adaptability need to be taken into account, and professional advice can be consulted if necessary.

It can be seen that with the change of the role of pets in people's hearts, they are no longer just animals, but also family and friends. This change has promoted the booming development of anthropomorphic consumer products such as pet snacks, health products and beauty. The White Paper pointed out that anthropomorphism has become an important trend in the pet industry, and scientific pet raising and fine pet raising have become the mainstream of future development. In this regard, Magic Mirror Insight analysts said that the pet market is similar to the baby market, with the characteristics of separation between buyers and users, so products need to meet the needs of breeders and pets at the same time.

Hong Yong, an expert from the 50 People Forum of China Digital Reality Integration, further emphasized that brands should not only be functional, safe and healthy when designing products, but also be creative, interesting and interactive to enhance the emotional connection between pets and breeders. At the same time, brands also need to focus on user-friendly design, such as convenient operation, stylish appearance and marketing strategies that can trigger resonance, in order to enhance user loyalty.