PET REPORT 2020 - Iconic Labs
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PET REPORT 2020
OUR TOP INSIGHTS 1. PET ADOPTION 4. COVID CAT There’s been a surge in pet adoption during the pandemic, driven by a need Following unclear reports that cats can catch and spread the coronavirus, pet for companionship, especially among people living alone. owners become increasingly concerned about their health. 2. PERSONALISATION 5. #LEVELUPCHALLENGE Traditional pet stores struggle to cope with demand, resulting in consumers TikTok’s #levelup challenge has captured the imaginations of pet owners around pivoting to digital first, tailor-made subscription pet food. world. 3. WFH...WITH PETS 6. PET PSYCHOLOGY It’s not just the kids that need to be entertained during these lockdown Lack of sleep, over stimulation and depression are issues not to be ignored. times, pets demand attention too. ICONIC LABS | PET REPORT 2020
1. PET ADOPTION
There has been a surge in pet adoptions during the pandemic (4.8K mentions*) driven by a
need for companionship, especially among people living alone. People have been sharing
photos of both pets for adoption and newly adopted pets on Twitter.
News that many animal shelters are out of pets to adopt, especially in the US, featured in
discussion. Most agree that many pets finding homes is a silver lining among the chaos.
However, others warn against adopting an animal out of boredom during the lockdown, citing
concerns that new owners will fail to take care of their pets post quarantine
WITH A SWELL OF NEW PET PARENTS,
BRANDS HAVE AN OPPORTUNITY TO
THOUGHT STARTERS OFFER SUPPORT AND MAKE A FRIEND FOR
Covid-19 may have given many the nudge to fast forward their plans for getting a pet, resulting
LIFE.
in a swell of new pet parents across the globe. By being front of mind amongst this audience
through support content, top tips or a partnership with an ‘ask a vet’ online service pet brands *Brandwatch Covid-19 Report
could make a friend for life.
ICONIC LABS | PET REPORT 2020
2. PERSONALISATION
The race to stockpile pet food was just as ferocious as food for the cupboards. High demand
saw www.petsathome.co.uk introduce an online queue, with waiting times hitting 35 minutes
and delivery lead times of 14 days
“Just as a mother cares about making sure their child is fed properly and cared for, the same
applies to how people think about their pets.” James Davidson, Founder of Tails.com tells The
Drum.
Digital-first pet brands are now coming out in full force, as the demand for home-delivered
dog and cat food gets a boost. For online independent manufacturers like Tails.com and Ollie,
www.petsathome.com
that deliver tailor-made subscription dog food, there has been a surge in people signing up for
their online service, as pet owners try to abide by social distancing rules.
As traditional pet stores struggle to cope with the demand, audiences are turning to
alternative options and are being introduced to the science of dog nutrition from a new breed
of suppliers.
But, it’s not just pet food. US brand Litterbox has seen an opportunity to move into a recurring
revenue model, recently launching a subscription box for cat owners, which includes litter,
toys and other premium products .
THOUGHT STARTERS
www.litterbox.com
The D2C landscape will no doubt become increasingly competitive, therefore stand out will be
key. Innovations that combine predictive healthcare, DNA pet nutrition and pet insurance
could win the fight. TRADITIONAL PET STORES STRUGGLE TO
It’s important to note that new subscription models arising should have a zero hassle COPE WITH DEMAND, RESULTING IN
cancellation process, otherwise they’re likely to stand out and not in a good way. CONSUMERS PIVOTING TO DIGITAL FIRST,
TAILOR-MADE SUBSCRIPTION PET FOOD.
ICONIC LABS | PET REPORT 2020
3. WFH…WITH PETS
2M strong twitter group, The Dodo, the page for “animal people”, has truly brought to life the
realities of working from home with pets.
In just three days the video, showing a unique glimpse into pet parents sharing their home
office territory with their fluffy companions has resulted in 1.4M views and over 24K likes.
With hundreds of comments and videos from owners sharing their own ‘WFH with pets’
stories, it’s clear to see that adapting to the new normal has been interesting for everyone
involved.
1.4M
views on twitter
+24K
likes
+2M
animal fans
Managing a work day with pets has been a challenge for both animal and human, the
main cause of tension being the need for attention.
@the_dodo Twitter
THOUGHT STARTERS
MANAGING A WORK DAY WITH PETS
HAS BEEN A CHALLENGE FOR BOTH
Opportunities in fun, engaging, tech driven distraction devices for pets could be on the agenda to
provide mental stimulation when mum or dad needs to crack on. Alternatively, interactive pet sitting, ANIMAL AND HUMAN, THE MAIN
where tech and human come together to entertain could take off.
CAUSE OF TENSION BEING THE
NEED FOR ATTENTION.
ICONIC LABS | PET REPORT 2020
4. #COVIDCAT
Following unclear reports that cats can catch and spread the coronavirus, pet owners become
increasingly concerned about their health.
Failure of clarity has been an on-going theme throughout the pandemic and pets haven’t
escaped the deluge of fake news, unclear government advice and misleading reports. This has
left many pet parents wary about the right steps forward.
From the right etiquette on daily walks, to how people should mix with pets in the
neighbourhood, much has been debated and discussed. There’s also worrying evidence that a
small majority of pet owners are using bleach to clean their dogs paws after a walk, out of fear of
spreading the virus in the home.
Twitter
THOUGHT STARTERS
Opportunities surrounding product development in paw friendly disinfectants could see
traction amongst this highly alert group.
ICONIC LABS | PET REPORT 2020
5. PETS #LEVELUPCHALLENGE
Pet popularity on social has always been huge but since lockdown, we’ve seen a significant
increase in films starring furry friends as pet parents have more quality time to spend with
them. #petlover recorded 10.7bn views to date and #petchallenge, 928.8M views on TikTok.
However, it’s the TikTok #levelupchallenge that has captured the world’s interest. It’s the
simple combination of toilet roll and a furry friend to play with that’s seen the challenge go
viral, with over 711.6M views recorded so far.
10.7B 928.8M 711.6M
#petlover views #petchallenge #levelupchallenge
THOUGHT STARTERS
Simple challenges always garner excellent responses socially, there’s potential for a digital pet
Olympics in amongst this.
TikTok
ICONIC LABS | PET REPORT 2020
6. PET PSYCHOLOGY
There’s been discussion about how pets are coping with sharing “their territory” with their
owners all day. Having been used to the goodbye in the morning, greeting their sitter in the
afternoon and welcoming their owner's arrival home, it’s not just humans adjusting but animals
too.
Some animals are loving the attention…"My partner spends far more time playing with bits of
ribbon and a 'wild cat' than actually working," says Rebecca Carey to the BBC, owner of Jupiter, a
black cat from Cambourne. Some are demanding attention when it’s simply not possible to give
as owner of Ringo can testify to. "He can be a bit of a vicious serpent… he jumps on my shoulders,
headbutts me, and tries to bite my nose off," Mr Clarke says.
Sadly it seems some pets seem to be hit by depression as their structured day has changed so
much and things are just not the same. "Jones is a little bit down at the moment. I can tell he's a
little depressed - he's so used to seeing people." Roy Richards told the BBC about his beloved
guide dog Jones.
With families at home, pets are potentially losing out on their rest time, add in over stimulation
from excited children and you have a recipe for exhaustion.
WITH FAMILIES AT HOME, PETS ARE
POTENTIALLY LOSING OUT ON THEIR REST
THOUGHT STARTERS TIME, ADD IN OVER STIMULATION FROM
As the social distancing and quarantine lingers and then finally lifts, some pets will need to
EXCITED CHILDREN AND YOU HAVE A
adjust just as much as their human owners. Expert content from animal behaviourists could be RECIPE FOR EXHAUSTION.
just the support both parties need through this transition as it’s likely separation and anxiety
issues will arise.
ICONIC LABS | PET REPORT 2020
ABOUT ICONIC LABS
WE’RE FOUNDERS, INNOVATORS AND SOCIAL PIONEERS, DEDICATED
TO IGNITING BUSINESS GROWTH THROUGH SOCIAL FIRST THINKING.
We understand human behaviors and demands are evolving faster than businesses can
respond and agree incremental change is essential but know it takes bold leaps and a new breed
of talent to stay one step ahead.
Purpose built for a new era of media and a new generation of consumers we sit at the
intersection between culture, tech and community. Uniquely positioned to adapt, advise and
capitalise on emerging trends.
Having built one of the largest social publishers in the world, we’re a powerful conduit, in the
race to stay relevant in the new digital age.
OUR SERVICES
Unique Audience Insight Rapid Response Team
Content Audit & Social Sprint The Content Studio
Social Accelerator Report Content Amplify
CONTACT US
To learn more about our Pet Report or ask us questions about our services please contact
mo@iconiclabs.co.uk
ICONIC LABS | PET REPORT 2020
ICONIC LABS
Work.Life Soho
Waverley House, Noel Street,
London W1F 8GQ
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