India is becoming more habitable for pets – ‘pet-owners’ are becoming ‘pawrents’, and packaged edibles are replacing the legendary bowl of rice & boiled chicken!
The pet population in India saw a noticeable uptick to 27 Mn+ during the pandemic, with many households adopting stray animals or rescuing pets. What’s interesting is the growth trend has persisted and, this number stands at 32 Mn+ as of FY24.
The result?
The pet care industry has been steadily gaining momentum – valued at INR 27,000 Cr today, mind-boggling!
No surprises there!
What’s fueling this growth is the evolving mindset & behaviour of pet owners. Currently, pet owners are spending more than double what they were. Redseer estimates, at this pace, the pet care market could reach INR 60,000 Cr by FY28.
Pet Food, Services, And SUPPLEMENTS!
If you break down the entire pet care industry, you’ll see pet food, grooming, and healthcare account for approximately 80%
But, another segment that’s growing leaps and bounds is pet supplements!
Valued at INR 20,000 currently, the pet supplements market is reportedly expected to grow at a 7.3% CAGR till 2033, reaching INR 55,000 Cr.
Take a breather – that’s how big the pet care industry is.
But our focus on this edition of The D2CX Newsletter is the Pet Supplements segment and how D2C brands are ramping up!
First-things-first, What’s Fueling This Rapid Growth?
Key drivers of the remarkable growth of the pet supplements segment include the humanisation of pets, an increasingly ageing pet population, and continued emphasis on natural, organic, and sustainable ingredients.
And with the use of supplements, the results are visible!
❇️ Increased levels of concentration, focus, and energy
❇️ Improved gut health, immune system, and heart health
❇️ Reduction is stress and anxiety
❇️ Enhanced ability to fight bacterial infection, itchy skin, and environmental allergies
Pet supplements such as fish oil, biotin, and amino acids improve cognitive development by providing antioxidants such as vitamin E, vitamin C, L-Carnitine, and Coenzyme Q-10.
Who doesn’t want their furry companions to be happy and healthy?
Some of the most popular over-the-counter supplements consumers purchase for their pets include joint supplements, omega-3 supplements, multivitamins, probiotics, and others.
D2C Brands Rising To The Occasion & Finding Feet!
Although OTC (over-the-counter) sales account for around 80% sales of pet supplements in India (globally this number is around 85%), the online market has huge potential.
While market leaders like Drools and Virbac are adopting a scatter-shot approach to take the lion’s share, new-age brands laser-focused on supplements are delivering quality, transparency, and targeted nutrition, winning hearts (and tails).
D2C brands like Petveda, Wiggle, Dogsee, and K9 Vitality are growing in multitude.
Personalised Solutions
Unlike traditional one-size-fits-all products, D2C brands focus on niche needs such as age-specific, breed-specific, and even condition-specific supplements. Whether it’s a joint supplement for ageing Labradors or calming chews for anxious rescue cats, these tailored solutions appeal to pet owners looking for more than just a generic product.
(The following picture clearly depicts how new-age brands make the understanding of dietary requirements of pets easy for pet-owners)
Trust Through Transparency
Consumers want to know what they’re giving their pets. By providing clear labelling, ingredient sourcing details, and comprehensive product guides, these brands build trust and credibility with consumers.
Ease of Access
D2C models streamline the path from manufacturer to consumer, making high-quality supplements more accessible. Subscription models and custom bundles allow customers to set up recurring deliveries tailored to their pet’s needs, ensuring consistency in care without the hassle of reordering.
Final Thoughts 🐾
The pet supplement market is no longer a niche—it’s becoming a necessity for pawrents committed to their furry companions’ long-term health. D2C brands that understand this shift and focus on building trust, delivering quality, and staying agile will be the ones to win big.
Until the next one!
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