According to a recent study carried out by Marketing communications company Pegasus, four new key trends have emerged in UK pet ownership.
The study, which was conducted over a year long period, combines an analysis of all pet owner reports published over the last two years with primary research collated from 1,000 UK pet owners.
Interestingly, the ‘Pet Persona report’ identified for core pet owner behaviour types that go beyond traditional demographics.
The four types of pet owner – which one are you?
The Nerdie Newbie
New and eager young pet owners who want to be the best owner they can be. They are typically proactive in safeguarding the health and wellbeing for their pet.
The Selfie Sidekick
Pet owners who consider their pet to be a part of their lifestyle aesthetic. They’re likely to refer to their pet as their “fur baby” and place high importance on the appearance of their pet – sometimes valuing it more than its health and wellbeing.
The Good Companion
Older, more experienced pet owners who love their pet enormously and value them as another member of the family. Typically, health and wellbeing is an absolute priority for their pet and they have an established, organised routine.
The Practical Caretaker
Pet owners who don’t “anthropomorphise” their pets. Pragmatic in their care, they understand their pet has different health and wellbeing needs to themselves but could have a more reactive approach to health and care.
Heidi Bell, director for the Animal Health and Welfare team at Pegasus said: “It’s no secret that the UK is a nation of animal lovers; almost half of us own a pet, and our obsession with our four-legged friends is always high on the media agenda.
“These are emotive stories – from the ethics surrounding the use of brachycephalic breeds in advertising to concerns over the humanisation of our pets. And yet, audience segmentation often still relies on functional factors, such as age, geography or gender.