Millennials are choosing pets over kids ??

Edition #2: Deep dive into the fast-growing pet care industry, and its future predictions.

Before we get started???

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Dogs and cats are taking over the internet. It's no secret. We all see the cute puppy videos and memes plastered on our social feeds. Our friends constantly post pictures of their cats doing "cat" things and man, they're just too funny.

However, while we gush over these adorable fur balls, have you ever wondered whether it's translating into a booming pet care industry? ??

The global pet care industry is a massive $350 billion market with US alone generating more than $225 billion annually from pet care products!?That’s insane!???

Around 70% of American households own a pet and the pandemic has only catapulted this growth.

So, what’s driving this pet frenzy????

It’s every D2C brand’s favorite demographic — Millennials ????

Millennials are the largest consumer group in the world, and recent studies have shown that they’re less likely to get married & have children as compared to their previous generations. Instead of starting their own families, many are choosing to adopt pets?(and frankly, who wouldn’t? They’re so cute?and friendly).

Millennials chose pets as their perfect companions during the pandemic, especially when they were forced to stay at home for months or longer. It’s what kept them sane and happy during those trying times.

Pets are no more just domesticated animal companions that they feed, play with, and love. They are family ??

Millennials already account for more than 60% of all pet owners. With GenZ jumping onto the bandwagon, we can surely say that things are about to get interesting!

How’s the Indian pet care industry shaping up????

India is all set to become a $1.3 billion opportunity in the next couple of years and is considered one of the fastest-growing markets in the world.

Brands like Mars ( Pedigree India ) & Himalaya Herbal Healthcare , which have been operating in this space for quite some time, are now facing intense competition from several new players who are coming up with their own unique spin on pet products & making things interesting for existing players.

While we’re seeing new brands popping up every month, the one brand that caught our attention is:

Heads Up For Tails???

New Delhi-based Heads Up For Tails (HUFT) is a leading D2C brand in the pet care space that offers a variety of pet products across its 49 stores as well as its own website. It has an extensive portfolio of more than 5000 products across grooming, nutrition, wellness, and lifestyle category and it has also recently raised $37 million in a Series A round led by Verlinvest and Sequoia Capital .

Watch out, Goliaths! This David has just started gearing up???

There are other brands as well that are making great strides in the pet care market. For example, JUSTDOGS? offers similar services as that of HUFT and has a presence in over 42 stores, and serves more than 1.5 lakh customers in India. ??

Can't be at home to take care of your pet? Worry not, there are platforms like Supertails & Wiggles.in that have made the lives of pet parents easier by offering doorstep veterinary services along with grooming, and training products for pets.

Overall, the future of the Indian pet care industry looks promising. With the rise in e-commerce and increasing disposable income, Indians are spending more on their pets than ever before. And there’s no better time to launch a brand in this space! ????

That’s it for now folks!

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