Pet cosmetics: passing fad or new market trend?

Pet cosmetics: passing fad or new market trend? 900 900 Studio Concept S.r.l.

Still life makes us witnesses. Cosmetics are constantly expanding, overcoming the human barrier and responding to the beauty of animals. We at Studio Concept describe a change, observing helps to understand.

The rise of animal cosmetics: a new growth market segment

Around $2 billion by 2023 is a rather clear volume. Four-legged friends, but not only them, open up new and interesting perspectives in the cosmetics of the near future.

Istat data speak of the demographic decline in Italy, and the figures reflect the current trend in many industrialised countries. Families are shrinking in number, young couples tend to have fewer children but are more inclined to adopt animals.

Dogs and cats are finding themselves the protagonists of a real humanisation. If past sales volumes were concentrated on childcare products, the current trend is towards pet cosmetics. Forecasts for the 2024-2032 window speak of a CAGR of 5.7% in pet cosmetics, investments confirm the trend.

Factors driving demand for animal cosmetics

The numbers describe an established reality: more than 23 million Italians have opened their doors to pets. Almost every second family has a dog or cat in the house.

What do people look for in a home pet? The latest trend analysis outlines a consumer increasingly focused on the beauty of their pet but in a conscious and cost-conscious manner, Euromonitor International reveals the trends in this regard.

Besides being sensitive to strategies for better spending, pet lovers are more aware of quality in the care of their pets. The classic dog snack is an outdated concept, the future belongs to spas and beauty salons but also to wellness centres and swimming pools dedicated to animals.

We are witnessing a true anthropomorphisation of companion animals, cosmetics are therefore an integral part of a demand for beauty, and not only in humans.

Impact of social media on the animal cosmetics market

Pet influencers are now a more than well-established reality, you only have to spend a quarter of an hour on social media to realise that animals (and their beauty) are a real magnet for attention.

Forbes dedicated one of its famous rankings to the 10 most followed pet influencers on social media. One among many is Jiff, the Pomeranian puppy who can earn as much as $45,000 per post.

Social media and pet cosmetics belong in a hypnotic pair, resulting in new professional figures such as the pet manager and product lines inspired by the most popular four-legged friends. Barking to believe!

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Examples of innovation in animal cosmetics: from natural products to high-tech solutions

The wave of luxury treatments is also making its appearance in Italy, terms such as “pawdicure” are beginning to become an established reality. Massages and beauty treatments are part of a new market dedicated to animals.

Typical human expectations are being transposed to the world of animals, the focus is shifting towards a health-friendly INCI even for four-legged animals. Brands are approaching this with interest, and it is no coincidence that Glossier and Bark have signed a collaboration to create cosmetic dog treats.

Beauty is an expression of health, also for animals. Apps and electronic devices monitor the animal’s well-being, just like trackers for human friends. From cosmetics to electronic gadgets, the pet becomes the new centre.

Challenges and opportunities in the animal cosmetics sector

The indicators underline the potential benefits of a market that is still to be built, and the investments by leading brands are more than concrete proof of this.

While pet lovers are proving to be sensitive to cost optimisation in animal cosmetics, the challenge for the market lies in the premiumisation of product ranges. This is the recipe that can sustain the market well beyond momentary trends.

Research and innovation but above all attention to health are at the centre. Pets are the new target group, cosmetics are called upon to offer quality.

Future prospects: passing fad or lasting trend?

Around 60 million pets are a more than tangible reality. The Italian figures are in line with those of many other Western countries. Even China and India describe an increasingly open trend towards quality in pet care.

Analysing the data is the most effective way to ride the wave of a new trend, the cosmetics of the near future is called upon to direct resources to respond to the demand for beauty not only for men. A passing fashion? The numbers suggest something more.

The pet cosmetics sector is experiencing exponential growth, driven by a change in household habits and the growing emotional bond with pets. Figures confirm an ever-expanding market, supported by innovations ranging from natural products to high-tech solutions, without forgetting the importance of the well-being and health of our four-legged friends.

The influence of social media, the involvement of new professional players and evolving consumer needs are helping to reinforce a trend that looks set to last. Pet cosmetics represent a concrete response to a new standard of care and attention that reflects the humanisation of pets and their central role in people’s lives.

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